NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Web Analytics Evaluation & Road Map
1. Web Analytics
Evaluation & Road Map
Adobe Analytics (Site Catalyst)
How to Perform an Implementation Assessment
Kashif Khurshid
Kashif.khurshid@gmail.com
2. Objective
Evaluate current implementation of web analytics and develop a plan to
mature the consumption of web stats
Evaluate Current State of Analytics:
• SiteCatalyst is used primarily as an IT defect monitoring and recording
tool
• Minimal data validation with backend system
• Collecting data without a long-term vision
• Reactive reporting
Set a Road Map (Business Vision):
• Mobilize business analytics- provide reason for behavior, uncover
optimization opportunities & build recommendations
• Proactive reporting for key areas (channels, sections, customer
segments…)
• long-term approach to web analytics (3 phases)
• Phase 1: High-level website facts
• Phase 2: Segmentation of traffic, behavioral analysis & proactive
trend monitoring
• Phase 3: Deep-dives & testing for optimization of user experience
3. Web Analytics Maturity Model
Defining The Business Objectives
Phase 1: High level web site facts(<1 year)
• Provide high level stats on overall web performance (web facts: sales, lead’s, prospect and
client metrics & etc.)
Phase 2: Segmentation of traffic, behavior analysis & proactive trend
monitoring (will help answer 85% of issues) (2>=3 years)
• Create segment reports based on marketing channels / site sections / custom metrics
• Hero banner and site link reporting based on advance segmentation and link tracking
Phase 3: Deep-dives & testing for optimization of user experience (3+ years)
• Leveraging the system with deep dive studies of different sections of the site (i.e. entry traffic
from Home vs. landing pages- content consumption, KPI’s, conversion rates) to provide
recommendations & uncover optimization opportunities
• Testing different content/ landing pages, banners, etc.
• Correlation of web data with other sources (data connector, testing, email, survey, call logs,
internal database)
• Customized live dashboard with real-time website metrics (on desktop or intranet)
4. Action Plan
Item
Description
Priority
Effort
Target
Date
Resources
Cookies
3
High
Medium
1-Jul
IT/Adobe
Upgrades to Platform
More functionality: increase segmentation,
correlation of data
High
Medium
1-Jul
IT/Adobe
IP Filtering
Block internal traffic- roll up suite?
study client/ prospects only
Medium
Low
1-Jul
IT
Funnel/Events
Update and define new conversion
scenario/events- drop off analysis
Medium
High
TBD
IT
Custom Dimensions &
Metrics
Standardize structure & add new business
definitions- more cuts of data
Medium
High
TBD
IT/Adobe
Campaign Strategy
Identify channels and define global tagging
standards – cross channel analysis
Medium
Medium
TBD
IT
Pagename/Category
Follow breadcrumbs or hierarchy structure- deep Medium
dive research
High
TBD
IT/Adobe
Link Tracking
Standardize across all pages or select pagesproactive CTR monitoring on hero banners
Low
Medium
TBD
IT/Adobe
Segmentation &
Classifications
Create business specific segments and look up
matches
Medium
Medium
TBD
IT/Adobe
rd
st
party to 1 party: full picture, more accurate
5. Campaign Tagging Strategy
Report all campaigns under the following categories: (may choose to use single parameter for all campaigns or
unique parameters based on your integration needs although single is recommended by vendors)
May also choose to configure attribution modeling (i.e marketing channel report for first / last touch analysis)
•
Paid Search (google, msn/yahoo, keyword networks)
•
•
Email: traffic from emails
•
•
cmp=sm_<channel(fb/tw)_uniqueid)>
Banner: image/interactive ads placed on 3rd party or search portals
•
•
cmp=ol_<medium(qr,vn,en,ps,mg)_unique attributes>
Social Media: traffic from facebook, twitter, youtube, linkedIn and others
•
•
cmp=em_<medium(service, product, etc)_unique id>
Offline/ QR codes: bill envelop, postcards, magazine
•
•
cmp=PS_<productline>_<brand/NB>_<Geo/NG>_<MatchType>_<channel>_<campaign name in
Google/Bing>_<ad group>_<keyword/Page>
cmp=bn_<vendor_res/bus_type (local, brand product)_product category (smb/dumps)>
Other/ referrer: traffic from 3rd party sites that generated organically (untagged
traffic from 3rd party sites)
•cmp=3p_<channel_unique id>
•
•
Bookmark/Direct: all direct or untrafficked (no referrer) traffic
Organic search (traffic from search engines that does not have a campaign code
6. Web Analytics Administrative
Tasks
Required periodic Maintenance for Web Analytics Platform
•
•
•
•
•
•
•
•
•
•
•
moderate user accounts
manage code base (js) and version to maximize value
Install new plugins
manage segmentation and removal of old segments
manage saint classifications & look up files
manage marketing channel classifications
test and troubleshoot evars/sprops/events
manage / troubleshoot integration of 3rd party tools
solve data integrity issues
manage training of new features / functionality
create standards for best practices and simplify code/ implementation/ tag
management solution
VALUE comes ONLY AFTER proper implementation of platform