Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation

Getting more business value from Web Analytics
Dr Dave Chaffey, CEO Smart Insights
May 17th 2010eMetrics Marketing Optimization Summit London

About Dave Chaffey
Best practice
Qualifications
Books
Portal &
software:
www.smartinsights.com/beta
Search &
Conversion
consulting
Strategy
consulting
2

Today’s agenda = getting analytics used
0 The elephant in the room
1 Creating a marketing optimisation plan
2 Integrating analytics into your business processes
A Effective dashboards
REAN
Google Analytics custom reports
B Customised alerts
Google Analytics Intelligence
C Identifying problems and opportunities
Google Analytics Advanced segments
3

Featuritis = Too much choice
4

IMO All web analytics systems have a common flaw OOB...
They don’t readily answer the questions…
“How are we doing at the moment?” Context. Company targets, time, competitor relative performance.
“What does good look like?”Context. Gap analysis. Marketplace benchmarking.
“Where are the problems or opportunities?”Context. Gap analysis. Marketplace benchmarking.
“So what should I do next?”Advice on where to focus. Context. Advice on where to focus marketing activities.
5

Consequently, oftentimes…
Analytics don’t get used.
If they do, WILFING commonplace
Unsegmented averages reign
Reporting NOT actionable analytics
6

4 stories from the coalface
“There’s just me as web analyst and 60 users of Google Analytics. They don’t dedicate time to using it. They’re too busy running campaigns… ”
“It’s very frustrating. I’ve no time to go into any great depth. I don’t know where to go to find information to show what’s working and what’s not”
Brand manager, Pharma
Web analyst, Financial Services
“I use it primarily for monthly or weekly reporting. Due to the amount of data and lack of time I don’t have time to do more ”
“We have 79 users, but the analytics people still become bottlenecks so we ran a project to export data into our data warehouse to give us exactly what we want… ”
Marketing manager,
B2B Software company
Ecommerce manager, B2B
7

8
= Our agenda
Source: Web Analytics Association Industry Outlook Survey 2010

9
Source: Web Analytics Association Industry Outlook Survey 2010

1 Creating a marketing optimisation plan
Source: Chaffey: Internet marketing strategy, implementation and practice, 4e

Creating a marketing optimisation planusing SOSTAC
11
http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
What are the strengths and weaknesses
in your current process?

12
What is your capability maturity?
Source: Carnegie Mellon University http://www.sei.cmu.edu

Planned sales/conversion optimisation
Source:
14
14

Other work on analytics capability maturity
15
Stephane Hamel : http://immeria.net/wamm/

Mini case study www.euroffice.co.uk
16
Encourage search
dominant visitors
SEO and brand intro
OVP
Encourage browse
dominant visitors
“Reasons to return”
OVP
Social
proof

Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views
Where do we start? What will give us the biggest uplift in…?
Home page
Landing pages
Category pages
Branding & utility pages
Search
Product pages
Conversion goal pages
Check out pages
|17

Sound advice…
|18

Practical Tip
Review % age of visits by different landing page types
(for first time and repeat visitors)
Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.
“Points of Resolution”
Home page
About Us
Search page
Category page
Detailed product info
Product page
Sub-product page
Pricing
Security & Privacy
Checkout / forms
Tailored landing page
| 19

Source: Craig Sullivan independent survey 2009
|20

Show me the money!
21
The 3 key value measures in GA:
1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

Source: Craig Sullivan independent survey 2009
|22

Process Integation:A. Effective dashboards
23
Surfacing issues for HiPPOs
Maturity of practice

What are we trying to achieve / optimise?Introducing the REAN framework : Steve Jackson, Cult of Analytics
Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
Activate – Convert engagement into business value – generate leads and sales
Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
24

Analyst REAN Questions
Which questions should you ask to improve the effectiveness and efficiency of REAN?
Reach:
Engage
Activate
Nurture
25
|25

Examples of measures within REAN framework
|26

What we need: Role-based reporting
Tip: Develop a role-based dashboard
Managing
Analytics view
Helping
Commercial
Performance
MD / CEO
Finance Director
Marketing Director
Contribution
Margin
On target performance
Marketing
effectiveness
Leads
Sales
Brand health
Marketing manager
Brand / Product managers
Digital marketing
effectiveness
Offsite campaigns
Site health
Opportunities
Digital marketing manager
Web manager
Digital channel
efficiency
Search
Paid media
Conversion optimisation
Channel specialists
Site / content owners
Web analysts
28

Tip. Use Feedback tools“Why” not “What”
29
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
|30

Voice of the customer
31

Site and business innovation ideas
32

Digital marketing
management system
Summary performance dashboards
Intelligent alerting and diagnosis
Market insights
Customer
(inc searches)
Competitors
Intermediaries
Web analytics
& optimisation
Traffic
Engagement
Value
Commercial
Sales
Customers
Finance
Brand
Searches
Conversations
Engagement
Health
What we need: 3. Integration
33

How do you use the dashboard??
| 34

Custom reports beta (can overlay segmentation)
|35

Some ideas for using custom reports
1. Time reporting. Use a dimension of week/month to compare performance over time more easily
2. Value reporting. Repeat the value of different contributors:
Keywords
Landing pages
Product categories
Countries
3. Role-based reporting.Setup different tabs for different types of people or marketing activity
36
http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

Process Integation:B. Customised Alerts
37

Use your “Intelligence”
38
Tip: Use Custom Alerts in your system
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

Process Integation:C. Diagnostic analysis highlighting problems and opportunities
39

Segmenting pages/product by performance
| 40
Page or product popularity (views)
or page view variance (compared to average)
Conversion rate
Or conversion rate variance (add to basket) compared to average

Smarter reporting options
Pivot tables
Filter reports with simple filter based on page or keyword name or New: an Advanced Filter on any variable
| 42

Bubble ormotion charts
|43
NB shows animated performance by day

Page analysis technique : Reverse and forward path analysis
|44

Advanced segments – some options
1. Segmentation by Referrer / Traffic source:
Paid
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media

2. Segmentation by Visitor Type
New visitor
Returning visitor
Registered visitor
Customer
3. Segmentation by Engagement
5 pages,
<3 pages
4. Segmentation by Content Viewed
Key landing page
Product page
Checkout complete
Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:
Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
Browser
Screen resolution
Mobile platforms
8. Segmentation by Location Geography
Main markets
UK
US
FIGS
ROW
| 45
See
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
+ By behaviour – search and browse

Advanced segmentation exampleSegmentation by Visitor Type
Practical Tip
Use Content Drilldown for understanding grouped content popularity
But need DFA! URL Strategy
|46

Advanced: Dimensionator for second page viewed
47
http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html

Handy plugin for relative SEO changes
Firefox plugin:
http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/
|48

|49
Advanced segmentation for social media Tracking social media
Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/
See also: www.davechaffey.com/online-reputation-management-tools

Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blog
www.smartinsights.com/blog
Feeds
www.feedburner.com/smartinsights
Email Newsletter
www.smartinsights.com

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Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation

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Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation — Presentation Transcript