Your SlideShare is downloading. ×
0
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
International Web Analytics: A Monkey-free Framework
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

International Web Analytics: A Monkey-free Framework

460

Published on

Don't be a monkey! Listen. See. Talk. …

Don't be a monkey! Listen. See. Talk.
Effective Web Analytics sits on top of a solid framework: here is one for any website, with an International "touch".

Published in: Marketing, Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
460
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
9
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • We don’t listen, we don’t see, we don’t talk
  • Or all of them
  • With their mouse movements
  • Clicks
  • We can even see where their attention was and how far they scrolled into the page
  • Data don’t lie, but often hide the truth…
  • With split testing, for instance
  • Even tests lie… split testing with control variants
  • I heard an innumerable amount of times that content is king..
  • We are all obsessed with conversion rate, conversions,
  • But if we look a bit closer
  • Develop your checklist
  • Our customers/clients don’t use this anymore…
  • our world has changed!
  • Stop tracking visits and start tracking users!
  • Stop tracking visits and start tracking users!
  • We need a system with flexible keys, that captures every customer and consolidates all data once they are not unknown anymore. Some players in the marketing automation area are already doing that: Silverpop, for instance
  • Take Google Analytics alone… 231 metrics and 137 dimensions
  • Stop tracking visits and start tracking users!
  • Stop tracking visits and start tracking users!
  • But we forget one thing: our goals! BTW, this is a word bundle of those dimension and metrics’ first word…
  • Key Performance Indicators
  • Soft indicators
  • Use engagement hits: but be wary of the 500 hits per session limit
  • So, time on site is now 2.38. It was 25 secs
  • So choose your model carefully: 5 steps
  • Chances are you aren’t!
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Stop tracking visits and start tracking users!
  • You can stream them throughout the office
  • And if you really want to be a monkey, be a mighty gorilla!
  • Thank you.
  • Transcript

    • 1. International Web Analytics A Monkey-free Framework @dSmulevich
    • 2. We never had so much data at our disposal…
    • 3. …and no one can say we don’t put it to good use
    • 4. WHY?
    • 5. WE DON’T LISTEN
    • 6. Our users are already telling us what we need to know
    • 7. Don’t forget to test your assumptions
    • 8. A/B
    • 9. AA/BB
    • 10. A little birdie told me that…
    • 11. CONTENT
    • 12. So why don’t we track how people engage with our content?
    • 13. CLICKS DOWNLOADS VIDEO PLAYS VIDEO ENGAGEMENT SIGNUPS LOGINS CALLS SHARING BUTTONS INTERACTIONS SCROLLING
    • 14. CONVERSIONS
    • 15. MICRO--CONVERSIONS
    • 16. Apply it to all other countries
    • 17. We track things like we were in the 1980s
    • 18. Use Universal Analytics for crossdevice measurement
    • 19. Add a hidden field to the registration form to hold the client ID Tell Google to override their internal user ID and start using yours
    • 20. Page A Page B Registers Page C Page A Page B Logs in Page C
    • 21. “User 1” Page A Page B Registers Page C “User 3” Page A “User 2” Page B Logs in Page C
    • 22. WE DON’T SEE
    • 23. We went to the barricades for keyword data
    • 24. As if we didn’t have enough data
    • 25. 231 137
    • 26. Sometimes you have to work harder to get them…
    • 27. …but that doesn’t mean that they are out of reach
    • 28. BUT I ONLY GET 90 DAYS WORTH OF DATA…
    • 29. Use a Python script to automatically download webmaster tools search queries data
    • 30. BUT THEY ARE ONLY THE TOP QUERIES!
    • 31. If you use subdomains or subfolders for your international structure, create a profile for each of them
    • 32. Don’t lose track of your goals…
    • 33. …so that you know when you need to act, rather than react
    • 34. KPIs
    • 35. KPIs
    • 36. BOUNCE RATE
    • 37. BOUNCE RATE
    • 38. TIME ON SITE
    • 39. TIME ON SITE
    • 40. And they are also misleading
    • 41. Time on Site
    • 42. Business Objective Effective Marketing Goal Build a customer database KPI Number of new signups per month KPI Target 200 per month Segmented KPI Number of new signups per month by channel
    • 43. They say that you have to spend money to make money…
    • 44. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)
    • 45. …but how do you attribute revenues to the right channels?
    • 46. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
    • 47. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
    • 48. SEO PPC EMAIL DIRECT
    • 49. SEO PPC EMAIL DIRECT
    • 50. SEO PPC EMAIL DIRECT
    • 51. SEO PPC EMAIL DIRECT
    • 52. SEO PPC EMAIL DIRECT
    • 53. Resist the temptation to apply the same model to all countries
    • 54. WE DON’T TALK
    • 55. We work in silos
    • 56. How can we learn from each other?
    • 57. Start with giving each other visibility
    • 58. Always create a profile view with a filter to attach the hostname to the request URI
    • 59. Share data with the relevant stakeholders
    • 60. Don’t lock it away!
    • 61. Combine multiple data sources into real time business dashboards
    • 62. KPIs PIs
    • 63. LISTEN. SEE. TALK.
    • 64. LISTEN. SEE. TALK.
    • 65. LISTEN. SEE. TALK.
    • 66. LISTEN. SEE. TALK.
    • 67. Thank you.

    ×