Next Generation Analytics Engine: Web Analytics Demystified

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  • 1. Next Generation Analytics Engine: Web AnalyticsDemystifiedAmitabha Chatterjee| Business ManagerMarch 29th 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Amitabha Business Manager – Digital Marketing Google Analytics Certified Professional Vast experience with brand strategy, marketing communication. Associated with leading companies like IT, Retail & Advertising,in the online marketing domain. © 2012 Regalix Inc. Confidential, All Rights Reserved 2
  • 3. Web Analytics – Why do YOU need it? In simple terms, web analytics represent a methodology and a set of associated tools one employs to understand how the website will impact the business. Web Analytics helps optimize a website to improve business performance. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 4. What YOU need to do? All you need to do is use the tool that will measure the websiteperformance.The best tool to begin with is Google Analytics or Yahoo Web Analytics.They are free and easy to deploy. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 5. But how do YOU analyze? Analyzing a website performance is a 5 step process: Set the objectives & the goals for the website Define metrics for measuring these goals Collect data to understand the current scenario Analyze the data Make necessary enhancements and go back to step 3 (Collect Data) © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 6. Some important terms in Analytics New & Returning Visitor Bounce Rate Pageviews Exit Rate © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 7. So, lets get started! Before we start analyzing the data extracted from the tools, we need to study the performance of the website. To achieve this you will need to define the goals which will differ based on your business needs. Examples Target 20% of the total revenue from online sales 20,000 prospects to an e-commerce site within 6 months 200 visitors sign up for a free webinar or download a whitepaper/ brochure © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 8. Why invest YOUR time digging data from Analyticstools? Helps track website revenue Analyze and solve issues in the sales funnel Track website errors and fix them Improve content by analyzing the bounce rate Track revenue sources Track outbound links Comparison of historical data Manage sub domains and directories separately © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 9. Why do companies rely on GA? More than 70% businesses across the world rely on GA for making decisions pertaining to their businesses. It provides enormous amount of information about who is visiting the site, what are they looking for, and the way in which they are getting to the site. GA gives information about web browsers used by the visitors, operating system, keywords used, etc. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 10. Lets UNVEIL some new features! Dashboards – Users can create up to 20 personalized dashboards Keyword Clouds – View keyword clouds to spot trends Real-time data – Track activity on site as it occurs Simple Search Navigation – Navigate to the proper report Social Engagement – Track visitors’ interaction with the website Visitor Flow & Goal Flow Visualization © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 11. Creating better websites through “ContentExperiments” Content experiments come with a setup wizard that walks you, step by step through the setting up of the experiments and helps you quickly launch new tests Reuses Google Analytics tags so that you need to add just one additional tag to the original page Helps you understand which content performs best, and identifies a winner as soon as statistically significant data has been collected © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 12. How would you benefit from Content Experiments? Test how different versions of your pages work in getting your visitors to achieve specific goals. Compare the performance of different pages across the website using random sample of visitors Define what percentage of visitors are included in the experiment Choose the goal that you would like to test Get updates on your experiment via email © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 13. Is Content Experiments same as Google WebsiteOptimizer? Content Experiments is different from standard A/B testing or multivariate testing. Content experiments is more A/B/N. What does it mean? It is not just testing various combinations of components on a single page as in multivariate testing. Instead, it is testing of up to five versions of a single page, each delivered to visitors from a separate URL. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 14. Lets look at an example for Content Experiments… © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 15. Ecommerce tracking without directly selling online??? GA e-commerce tracking allows you to measure items sold and tie those results back to their digital marketing activities. We can also use it for tracking non e-commerce activities, but the question is, is this really helpful? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 16. How can ecommerce tracking be put to use when wedon’t sell anything online? One of the world’s greatest automobile company uses this technique to track visitor interaction on the website. Nissan Motor Company – It owns a network of websites designed to help consumers around the world decide which car to purchase and tracks their behavior through e-commerce tracking. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 17. How does Nissan use e-commerce tracking? Nissan uses e-commerce tracking when a visitor submits a request for test drive or a brochure. Each request received is treated as if a car is sold. The e-comm tracking code records details such as model, color, transmission type, and location of the vehicles people enquire for. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 18. What is Nissan’s objective behind using e-commcode? Nissan wanted to track and measure extra information that each visitor generates via the enquiry form. These are then tracked by GA with the help of e-comm code. E-comm code helps pass information such as category, color & model of the car that the visitor was interested in to Nissan’s GA account. The Global Marketing Strategy Division then analyses this information to get an idea as to which vehicles are in demand, in each geo market and then feeds these insights to their manufacturing units across the globe to ensure that there is sufficient supply to meet the demand. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 19. How did it help Nissan? Nissan’s Global Marketing Strategy division says that there are 3 key benefits that they gain after implementing the e-comm code:- Easy to study the product popularity globally and by market Custom reports provided by GA helps view complex information in one go thereby dramatically reducing the time to summarize multiple data extracted from reports, document it and share it within the organization GA provides access to timely information allowing better decision making and overcoming crisis by timely supply of products to the market hence maximizing sales © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 20. KPIs for a Small, Medium or Large Sized Business © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 21. Common mistakes made by Web Analysts Having more than one analytic tool Think that paid tools help in gaining more insights. Not taking a second opinion on the data analyzed © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 22. How do YOU analyze the data? Before you proceed, you will need to understand, why and how to study web analytics data. Questions that need to be answered to get a good sense of the business & to bring relevancy to data analysis:- 1. Why does the site exist? 2. Which parts of the website should you focus on first? 3. How well are you doing with respect to your competition? 4. What is the fastest way to have a positive impact on the business? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 23. Ques 1: Why does the site exist? Do you need to make a profit?/ Need leads?/ Raise donations…etc © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 24. Ques 2: Which parts of the website should you focuson first? In today’s era, you have too much data and too little time to analyze it. It is important that you find out where to focus first. What content on the website is driving conversions? Sections on the website that attract more visitors What products are sold the most and which are the least sold ones? How is the site navigation helping you derive the list of priority items? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 25. Ques 3: How well are you doing with respect to yourcompetition? The best way to know how your company is performing is by benchmarking yourself against the competition Start looking for competitors data in COMPETE.COM Compete would also give you metrics like Visits, Pageviews, Audience Segmentation and much more © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 26. Ques 4: What is the fastest way to have a positiveimpact on the business? Search for elements to analyze and fix- Analyze links that might be broken (404) or misdirected Improper landing pages for top organic/paid keywords Important information missing from the web pages Pushing visitors to join unoptimized social media pages No “related items” after a search or a product added to the cart Too many display ads on a page © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 27. Takeaways… Fix Website Issues © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 28. Get in Touch Forefront of Innovation visit: www.regalix.com Digital Marketing Services Technology Enabled Services For a free evaluation of your website / Regalix Labs ecommerce portal, please get in touch with Ritu Josan, rjosan@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team If you have any questions about this webinar please feel free to get in touch with the speaker Amitabha Chatterjee, Fortune 500 and Venture Backed Customers achatterjee@regalix-inc.com (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 28