Your SlideShare is downloading. ×
  • Like
Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

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

  • 4,608 views
Published

My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights. Often, the systems …

My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights. Often, the systems are only really used by analysts rather than marketers managing budgets to take decisions to improve growth and performance of their online business. The presentation suggests some approaches to make analytics more actionable and build them into business processes.

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,608
On SlideShare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
231
Comments
0
Likes
6

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
  • “Computer says No”
  • http://apt.bitcore.org/stuff/ie-toolbar-hell.jpg

Transcript

  • 1. Getting more business value from Web Analytics
    Dr Dave Chaffey, CEO Smart Insights
    May 17th 2010eMetrics Marketing Optimization Summit London
  • 2. About Dave Chaffey
    Best practice
    Qualifications
    Books
    Portal &
    software:
    www.smartinsights.com/beta
    Search &
    Conversion
    consulting
    Strategy
    consulting
    2
  • 3. 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
  • 4. Featuritis = Too much choice
    4
  • 5. 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
  • 6. Consequently, oftentimes…
    Analytics don’t get used.
    If they do, WILFING commonplace
    Unsegmented averages reign
    Reporting NOT actionable analytics
    6
  • 7. 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. 8
    = Our agenda
    Source: Web Analytics Association Industry Outlook Survey 2010
  • 9. 9
    Source: Web Analytics Association Industry Outlook Survey 2010
  • 10. 1 Creating a marketing optimisation plan
    Source: Chaffey: Internet marketing strategy, implementation and practice, 4e
  • 11. 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. 12
    What is your capability maturity?
    Source: Carnegie Mellon University http://www.sei.cmu.edu
  • 13.
  • 14. Planned sales/conversion optimisation
    Source:
    14
    14
  • 15. Other work on analytics capability maturity
    15
    Stephane Hamel : http://immeria.net/wamm/
  • 16. 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
  • 17. 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
  • 18. Sound advice…
    |18
  • 19. 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
  • 20. Source: Craig Sullivan independent survey 2009
    |20
  • 21. 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
  • 22. Source: Craig Sullivan independent survey 2009
    |22
  • 23. Process Integation:A. Effective dashboards
    23
    Surfacing issues for HiPPOs
    Maturity of practice
  • 24. 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
    • 25. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
    • 26. Activate – Convert engagement into business value – generate leads and sales
    • 27. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
    24
  • 28. Analyst REAN Questions
    • Which questions should you ask to improve the effectiveness and efficiency of REAN?
    • 29. Reach:
    • 30. Engage
    • 31. Activate
    • 32. Nurture
    25
    |25
  • 33. Examples of measures within REAN framework
    |26
  • 34. 27
  • 35. What we need: Role-based reporting
    Tip: Develop a role-based dashboard
    Managing
    Analytics view
    Helping
    Commercial
    Performance
    Marketing
    effectiveness
    Digital marketing
    effectiveness
    Digital channel
    efficiency
    28
  • 54. Tip. Use Feedback tools“Why” not “What”
    29
    http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  • 55. 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
  • 56. Voice of the customer
    31
  • 57. Site and business innovation ideas
    32
  • 58. 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
  • 59. How do you use the dashboard??
    | 34
  • 60. Custom reports beta (can overlay segmentation)
    |35
  • 61. 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
  • 62. Process Integation:B. Customised Alerts
    37
  • 63. 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/
  • 64. Process Integation:C. Diagnostic analysis highlighting problems and opportunities
    39
  • 65. 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
  • 66. |41
  • 67. 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
  • 68. Bubble ormotion charts
    |43
    NB shows animated performance by day
  • 69. Page analysis technique : Reverse and forward path analysis
    |44
  • 70. Advanced segments – some options
    1. Segmentation by Referrer / Traffic source:
    • Paid
    • 71. Natural
    • 72. Paid and natural brand and non-brand
    • 73. By number of keywords – 2,3,4
    • 74. Social media
     
    2. Segmentation by Visitor Type
    3. Segmentation by Engagement
    4. Segmentation by Content Viewed 
    • Key landing page
    • 79. Product page
    • 80. Checkout complete
    • 81. 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
    • 82. Screen resolution
    • 83. Mobile platforms
    8. Segmentation by Location Geography
    Main markets
    | 45
    See
    http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
    + By behaviour – search and browse
  • 87. Advanced segmentation exampleSegmentation by Visitor Type
    Practical Tip
    Use Content Drilldown for understanding grouped content popularity
    But need DFA! URL Strategy
    |46
  • 88. Advanced: Dimensionator for second page viewed
    47
    http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
  • 89. Handy plugin for relative SEO changes
    Firefox plugin:
    http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/
    |48
  • 90. |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
  • 91. 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