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Analytics program |  Marketing Strategies | Social Media Marketing |  |Social Bookmarking | Learning Catalyst
 

Analytics program | Marketing Strategies | Social Media Marketing | |Social Bookmarking | Learning Catalyst

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Analytics program |  Marketing Strategies | Social Media Marketing |  |Social Bookmarking | Learning Catalyst   Analytics program | Marketing Strategies | Social Media Marketing | |Social Bookmarking | Learning Catalyst Presentation Transcript

  • From Page Views to Bounce Rates: The Fundamentals of Website Anal ytics
  • 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’ data Like Big time And thats 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.
  • 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
  • Which are the metrics which you need to watch out for
  • Revealed : Why MBA’s hate Analytics : There are too many metrics !!
  • Businesses usually stop at just setting up analytics That’s where it is supposed to begin.
  • Show std analytics snapshot
  • Some very relevant analysis can be done
  • Partner Sites/ Referrals E-PRs Direct type-ins Browser Bookmarks Search Engines Organic | SEM Banner Advertizing/Media E-Mailers Social Media Social Bookmarks The source of visitors to your site can be studied
  • SEM 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
    SEO campaign can be optimized
  • And ‘advanced’ features can be implemented
  • Primary Goals Secondary Goals For example, goals of users can be tracked
  •  
      • Google Analytics changed the landscape completely when it launched a free package in 2005
    Coming to the vendors, the main vendors are Google Analytics, CoreMetrics, Websidestory, Omniture, Web trends.
  • 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.”
    • – Avanash Kaushik
  • 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 ads Conducts ad-hoc traffic, sales and testing analysis of the site.
  • Case Study : Google Analytics
    • Extremely simple ‘user-friendly’ interface
    • Compatible with Google Adwords or Adsense
    • ‘ Goal oriented’ analysis & ‘Intelligence’
    • Correlate data across reports
    • Customizable Reports
    • Free
    Key points Some Advantages of Google Analytics
  • Google Analytics jobs have increased more than those for Omniture Source : WebWorkerdaily.com
  • Account Settings Page
  • Profiles 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
    Profiles and Accounts
    • Place within ‘body’ of web page
    • Place on ALL pages within the website
    The Code: Generating and Implementing
  • 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. Reported Segments
    • Graph
    • 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.
    • Easily export/email a report
    • 4 format options, incl. PDF, XML, CSV & TSV
    Data Representation