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"Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo  Tools  | Marketing campaigns  | Website stats |  Learning Catalyst  "

"Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst "



"Web Analytics ,Web Analytic Tutorials , Website Analytic Tips, marketing Campaign Stats ,Pages views, Google Analytics"

"Web Analytics ,Web Analytic Tutorials , Website Analytic Tips, marketing Campaign Stats ,Pages views, Google Analytics"



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  • A lot of managers used to use intuition to decide what to do next
  • Qn : What do u think
  • Qn : In India, is the situation changeing
  • Qn : Can you take us through
  • Retails is one category where..
  • Qn : How would u bucket metrics
  • Qn : Would u agree
  • II.1
  • For e-commerce yes, but non ecom, do u need
  • This is not used so muchSynergy
  • Visitor loyalty : across the board, all sites would want to..Content consump : newspaper sites..Leads – financial
  • GA not the pioneer
  • User friendly

"Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo  Tools  | Marketing campaigns  | Website stats |  Learning Catalyst  " "Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst " Presentation Transcript

  • From Page Views to Bounce Rates:The Fundamentals of Website Analytics
    Head Web Analytics at Resultrix
    Founder & Chief Catalystat Learning Catalyst
  • So here's something we‘ll like to announce as a preamble...
  • Quite unlike anything in the past, businesses now can get 'live'data from their website and can use  this to improve their operations
  • But most businesses suck at knowing what to do with this ‘live’ dataLike BIG time
    And that’s why Web Analytics is a
    ‘much in demand’skill.
  • How can studying data can help you run your business better
    And why are managers not doing it currently?
  • Even if you don’t see job titles for ‘Web Analytics’, this is a very useful additional skill to have
    Especially if you have been around for a couple of years in the ‘web’ industry.
  • So what really do Analytics guys do?
    They use web analytics data to help make business decisions based on concrete data and historical trends. Before this, a lot of these decisions were done just based on that dangerous thing called ‘gut feel’ 
  • What's the difference between a visitor and a visit? What's the difference between frequency and recency?
    This is stuff which a Web Analytics professional should have ready answers to.
  • Formal Definition: Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.- Web Analytics Association
    We know what you’re thinking…
    What’s that supposed to mean ????
  • Lets get a perspective first
    JavaScript Tags
    Log Files &
    Hit Counters
    Click & heat maps
    Mobile Analytics
  • And see what web analytics helps us to measure
    Who are your visitors?
    • Country/city
    • Browser/OS data
    • New/Repeat
    Improve ROI
    How do they reach your website?
    • From which site?
    • Which campaign works better?
    • What SEO/SEM keywords work?
    What are they doing..?
    • Are they converting?
    • How long do they stay on your site?
    • What do they read?
    • What’s making them leave?
    • …much more
  • Some common tools
  • What the Top 500 online retailers are using...
    24% use at least 2 solutions on their site
    Date source: Internet Retailer Top 500 Retail Web Sites
    Date: January 2008
    Sites: 500
    Data points: 793
  • Which are the metrics which you need to watch out for?
  • Revealed : Why MBA’s hate Analytics : There are too many metrics !!
  • But this is what must be monitored
    Depth of Visit report vs. Avg time on Site metrics.
    Identify KPIs for your business. Every metric would not apply to your business.
    Focus on the overall trend not discrepancies between tracking tools. 
  • Businesses usually stop at just setting up analytics
    That’s where it is supposed to begin.
  • Some very relevant analysis can be doneafter set-up
  • The source of visitors to your site can be studied
    Direct type-ins
    Browser Bookmarks
    Partner Sites/ Referrals
    Social Media
    Social Bookmarks
    Banner Advertizing/Media
    Search Engines
    Organic | SEM
  • SEM campaign can be optimized
  • SEO campaign can be optimized
    • Identify weak SE’s, keywords to work on
    • Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on subject/content than brand)
    • Analysis of Organic traffic helps strategize SEM campaign
  • Internal Search Optimization
    What do visitors search on and where do they go from search?
    On-Site (internal) Search is a critical component of actual site performance. But it’s analysis is complex because it routes to so many places.
  • And ‘advanced’ features can be implemented
  • For example, goals of users can be tracked
    Primary Goals
    Secondary Goals
  • Coming to the vendors, the main vendors are
    Google Analytics, CoreMetrics, Websidestory,
    Omniture, Web trends.
    Google Analytics changed the landscape completely when it launched a free package in 2005
  • Vendor Profile: Omniture
    Type of Offering
    • Tag-Based
    • Analytics very robust
    • Rich 3rd Party integration
    • Current Market Leader
    • Complex implementation
    Appropriate For
    • Larger companies looking for the safest-bet in analytics.
    • Combines solid reporting and analytics – strength in almost every area.
    • Analytically inclined companies.
    • Expensive & support is not considered good.
  • Google Analytics
    Type of Offering:
    • Tag-Based
    • Modest Reporting and Limited Analytics
    • Low-range offering with easy
    implementation and very attractive GUI.
    Appropriate For:
    • Modest web sites not requiring lots of vendor support.
    • Sites that are limited in their analytic needs or heavily focused on PPC.
    • Companies new to web measurement.
  • So should I get into this ?
  • The future’s bright
    “Web Analytics is hard.”
    – Eric Peterson
    “10% of your budget should be spent on tools, while 90% spent on people (brains) who will be responsible for insights.”
    – AvinashKaushik
  • Basic skills which employers would look out for
    Great with nos and Good data pattern
    recognition skills.
    Basic html and javascript skills so that you
    can work with any nagging issues during
    analytics set-up and maintenance.
  • Basic skills which employers would look out for
    Ability to communicate findings to the business in terms it can understand.
    Familiarity with the main Analytics packages.
    Capability to understand what data needs to be tracked for the business to grow. This requires experience of a few years, does not come easily.
    Expertise in report design and configuration
  • An actual job description
    Analyzes Website performance, trends and click stream path analysis activity to provide data driven business insights, leading to fundamental improvements to the Website experience.
    Demonstrates a high degree of pro-activeness in analysing customer behavior using available data to influence changes on the Website.Day-to-day management of analytics system to ensure tracking, reporting and analytics are functioning optimally.Creates and maintains key reports, dashboards and analysis utilizing WebTrends and SQL.Identify and track trends in metrics and be able to identify improvements to Website based on usage and traffic patterns.Perform Search Engine Optimization and advise on search and display adsConducts ad-hoc traffic, sales and testing analysis of the site.
  • What if you are not from the SEO/SEM/SMO?
  • Case Study : Google Analytics
  • Some Advantages of Google Analytics
    Key points
    Extremely simple ‘user-friendly’ interface
    Compatible with Google Adwords or Adsense
    ‘Goal oriented’ analysis & ‘Intelligence’
    Correlate data across reports
    Customizable Reports
  • Google Analytics jobs have increased more than those for Omniture
    Source : WebWorkerdaily.com
  • Account Settings Page
  • Profiles and Accounts
    • Create a new account for each website
    • Create Profiles within Accounts - to track different visit segments, create access levels or website sections
    • Can link 1 AdWords to 1 Analytics Account
    • ‘Admin’ access is at Account level
  • The Code: Generating and Implementing
    • Place within ‘body’ of web page
    • Place on ALL pages within the website
  • Reported Segments
    Google Analytics collects your data based on 5 broad segments
    …Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.
  • Data Representation
    Easily export/email a report
    • 4 format options, incl. PDF, XML, CSV & TSV
    • Day/week/month views
    • Compare 2 metrics
    • ‘Compare to site’
    • Compare date ranges
    • Highlight data point on mouse-over
    Data table
    • Overview of selected component
    • 5 unique data views
    • Search box to include/exclude specific data
    • Easily compare performance to Site Avg.
  • Programs offered by Learning Catalyst
  • Our Cour
    No one covers ‘digital’ as we do !!
    Advanced SEO
    Advanced SEM
    Basic SEO
    Basic SEM
    Integrated Digital Marketing
    Website Analytics
    Website Usability
    Affiliate Marketing
  • Our Courses
    No one covers ‘digital’ as we do
    Flash Programming
    Modern Website Design
    Web Copy Writing
    Java Scripts and Ajex - Basic
    Content Management Systems
    PHP Programming
    Web Security
    Mobile Gaming and Application Development
    Java Scripts and Ajex – Advanced