International Web Analytics: A Monkey-free Framework
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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".
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International Web Analytics: A Monkey-free Framework
- 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
- 5. WHY?
- 9. Our users are already telling us what we need to know
- 13. Don’t forget to test your assumptions
- 14. A/B
- 15. AA/BB
- 16. A little birdie told me that…
- 17. CONTENT
- 18. So why don’t we track how people engage with our content?
- 19. CLICKS DOWNLOADS VIDEO PLAYS VIDEO ENGAGEMENT SIGNUPS LOGINS CALLS SHARING BUTTONS INTERACTIONS SCROLLING
- 20. CONVERSIONS
- 23. Apply it to all other countries
- 24. We track things like we were in the 1980s
- 27. Use Universal Analytics for crossdevice measurement
- 28. 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
- 30. Page A Page B Registers Page C Page A Page B Logs in Page C
- 31. “User 1” Page A Page B Registers Page C “User 3” Page A “User 2” Page B Logs in Page C
- 33. WE DON’T SEE
- 34. We went to the barricades for keyword data
- 35. As if we didn’t have enough data
- 36. 231 137
- 37. Sometimes you have to work harder to get them…
- 38. …but that doesn’t mean that they are out of reach
- 40. BUT I ONLY GET 90 DAYS WORTH OF DATA…
- 41. Use a Python script to automatically download webmaster tools search queries data
- 42. BUT THEY ARE ONLY THE TOP QUERIES!
- 43. If you use subdomains or subfolders for your international structure, create a profile for each of them
- 44. Don’t lose track of your goals…
- 46. …so that you know when you need to act, rather than react
- 47. KPIs
- 48. KPIs
- 49. BOUNCE RATE
- 50. BOUNCE RATE
- 51. TIME ON SITE
- 52. TIME ON SITE
- 53. And they are also misleading
- 54. Time on Site
- 57. 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
- 58. They say that you have to spend money to make money…
- 59. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)
- 60. …but how do you attribute revenues to the right channels?
- 68. Resist the temptation to apply the same model to all countries
- 69. WE DON’T TALK
- 70. We work in silos
- 72. How can we learn from each other?
- 73. Start with giving each other visibility
- 78. Always create a profile view with a filter to attach the hostname to the request URI
- 79. Share data with the relevant stakeholders
- 80. Don’t lock it away!
- 81. Combine multiple data sources into real time business dashboards
- 83. KPIs PIs
- 89. Thank you.
Editor's Notes
- 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.