NetElixir University Workshop - Making Sense of your Web Analytics


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Making Sense of your Web Analytics

NetElixir CEO Udayan Bose presents how to make sense of you web analytics data and what to do with it!

If you have any questions about these tips or if you would like to schedule a consultation, please contact us.

Phone: 609.356.5112

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NetElixir University Workshop - Making Sense of your Web Analytics

  1. 1. September 12, 2012
  2. 2. Making Sense of Web Analytics Data
  3. 3. “When you can measure what you are speaking about, and express it in numbers, you know something about it, when you cannot express it in numbers, your knowledge is of a meager and unsatisfactory kind; it may be the beginning of knowledge, but you have scarcely, in your thoughts advanced to the stage of science.” Lord Kelvin3
  4. 4. Topics Covered• Fundamentals of website tracking.• Making Sense of Web Analytics Data.• Building Web Marketing KPIs for your business.
  5. 5. Fundamentals of Website TrackingA website tracking system collects statisticaldata about your visitor traffic and aggregatesthe data into meaningful reports. The goal is tohelp make website management decisions ona regular basis.
  6. 6. How Website Tracking Works?
  7. 7. Tracking Technologies
  8. 8. How Google Analytics Tracking Works
  9. 9. 1st Party vs. 3rd Party Cookie
  10. 10. Making Sense of Web Analytics Data10
  11. 11. Analytics Dashboard
  12. 12. Key Performance Indicators1. Measure progress made against specific goals.2. Always a Ratio.3. Can be measured over time.4. Promote objective, unified decision making.5. Unique for every business (and business function). Right KPIs help web marketers successfully navigate through complexities.
  13. 13. Big Challenges Marketers Face with KPIs 1. Do not know what data to use .. And what not to use. 2. Do not know what to do with the analysis. Analysis Paralysis. 3. Lack regularity in conducting KPI analysis. Resource Gap.13
  14. 14. Web Marketing KPI Design Sheet • Expected Outcome Strategic Goals • Specificity • Measurable, Fundamental Elements Tactics Used • Impact Assessment of each element • Data Availability & Integrity KPI • Data can be transposed on a timeline • “So what do we do now” Action • Minimize deviation from expected outcome14
  15. 15. Building Web Marketing KPIs for your business15
  16. 16. Acquisition Web Marketing Retention16
  17. 17. Example: Building Acquisition KPIs • Acquire 1000 new customers/month through paid search channel. Strategic • @ CPA $20. Goals • Geo-targeted campaigns: 200 new customers@ $15 CPA; Trademark campaigns: 500 new customers @10CPA; Non trademark campaigns on Tactics “start products’: 300 new customers @40 CPA • Cost Per Acquisition • Conversion Rate per campaign KPI • Deviation: CPA for Geo-Campaign 22% higher than planned. • Evaluate the match types, keyword portfolio composition, analyze which Action geos are contributing to the deviation, click to conversion latency, etc.17
  18. 18. 3 Useful Acquisition KPIs KPI Calculation Purpose Revenue Composition % Revenue-New/Total Measures the Revenue effectiveness of acquisition program and indicates how well the business is growing. Value per unique visit (Revenue – Measures quality of Cost)/Unique visits traffic per channel Conversion Rate # of conversions/#of How well does your site clicks convert? Per channel?18
  19. 19. Customer Retention KPIs: Recommendations • The RFM Segmentation– Recency, Frequency, Monetary Value. • Establish specific goals for each of the above. (For non-ecommerce sites, monetary value can be replaced with a pertinent metric connected to your goal. Example: “Engagement Value”.) • Historical data base-lining on 1-2 years of channel-wise data helps you establish measurable starting point and also helps you understand if the KPIs being used are the “right KPI’s”. • Useful to consider “promotional offers applicable” during the base-lining exercise and also changes in the other Ps of marketing (product mix, pricing and place). • Wherever clean data is unavailable, an attempt needs to be made to make smart, informed assumptions.19
  20. 20. Web Analytics: Takeaways  Audit your website tracking system every six months.  Know what data to analyze.  Start KPI analysis process by defining specific measurable goal.  Measure deviations against stated goals.  Know what actions to take in case of deviations.  Use the KPIs to regularly measure progress.20
  21. 21. NetElixir Inc. Email: Website: Phone: 609.356.5112 his etElixir report is intended for general information and is based on publicly a ailable data a ailable on the Internet t a a particular point in time. etElixir gi es no guarantee regarding this information and accepts no liability for any incon eniece or n any direct or conse uential loss arising from reliance upon this information. o part of this report may be reproduced stored in a retrie al system or transmitted in any form by any means electronic mechanical photocopying or otherwise without the permission of etElixir Inc. etElixir Inc. ll rights reser ed.21