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Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
Technofutur TIC - Interpreting web analytics - 13-Mar-12
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Technofutur TIC - Interpreting web analytics - 13-Mar-12

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Gabriel Goldberg (from Semetis) gave a presentation @Technofutur TIC on the interpretation of web analytics.

Gabriel Goldberg (from Semetis) gave a presentation @Technofutur TIC on the interpretation of web analytics.

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  • Search Opportunities = budget/position/all product campaigns
  • Transcript

    • 1. Hello! My name is Gabriel
    • 2. I’m a desert geek
    • 3. and a little geek tout court
    • 4. Semetis Team of 11 people 4 Solvay 3 Sciences-Po 2 ICHEC | 1 Ingé Civ | 1 Eco
    • 5. Internet Switch
    • 6. From Few Data ...
    • 7. To Big Data
    • 8. New jobs
    • 9. 1869 - Charles MinardData Visualization &Interpretation
    • 10. Data Visualization &Interpretation
    • 11. - Business- Analytics- Technical
    • 12. The importance of data-driven marketing 12
    • 13. What is web analytics?“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.” Web Analytics Association Tools for measuring the success (or not) of your web site • Analyze the traffic to your website • Analyze the user behaviour on your website • Influence business decisions
    • 14. 1 Discipline in tagging/labelling Search MarketingBanner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site Search Engine Optimization Referrals Affiliate Programs
    • 15. 2 Discipline in analysis process Optimisation Traffic Sources Monitoring Direct Optimisation Follow up Referrals Analysis Emailing Decisions Banners Budget Definition Search Budget Re-allocation Data collection Goals Leads Sales Top of mind… 15
    • 16. 3 What can you get from WA ?1. Measure and value your traffic sources2. Improve your website3. Impact your business 16
    • 17. What can you get from WA ?1. Measure and value your traffic sources2. Improve your website3. Impact your business 17
    • 18. 1.1. Budget allocation Google AdWords Google … Display Affiliates Ad Ad Link Display campaigns Social Truvo Return On Media Ad Spend Facebook• Enable monetary goals (e-commerce) OR Allocate value to non-monetary goals Revenue derived from ads from source of traffic A• Caluculate your R.O.A.S = Cost of ads from source of traffic A• Compare R.O.A.S for similar sources of traffic: for example different display networks 18
    • 19. 1.2. Value non-monetary objectivesFor non-e-commerce goals,• Google Analytics uses an assigned goal value to calculate ROI, Average Score, and other metrics.• Evaluate how often the visitors who reach the goal become customers.Example• Your sales team can close 10% of people who request to be contacted• Your average transaction is € 500• Assign € 50 (i.e. 10% of € 500) to your "Contact Me" goal. 19
    • 20. 1.3. R.O.I on eCom/non-eCom goals confidential 20
    • 21. 1.4. Know your visitors… adapt your message !Country ?Language? 21
    • 22. 1.4. Know your visitors… adapt your message !Frequency ? Site A: Site B: Content and acquisition message should change more often 22
    • 23. beta1.5. Intelligence & Custom Alerts Create custom alert: 23
    • 24. What can you get from WA ?1. Measure and value your traffic sources2. Improve your website3. Impact your business 24
    • 25. 2.1. The role of the homepage What is the percentage of visitors seeing your homepage ? Are there important sections missing on the other pages ? 25
    • 26. 2.1. The role of the homepage1. Create advanced segments to isolate visitors who have not visited the homepage2. Identify important information present on your homepage (e.g. Promo, special offers, …)3. Add this info to important pages to increase visibility of promo, special offers…4. Increase your ROI ! 26
    • 27. Defining KPI’s1. Performance Metrics 1. Clicks – Total Events Click >> Event tracking when a visitor clicks on a banner 2. Impressions – Total Events Impression >> Event tracking when a banner loads 3. CTR – Total Events Click / Total Events Impr. >> Total clicks on banners / Total impressions received 4. Reach – Unique Pageviews / Total Visits >> Totals visits that saw the banner’s page / total visits
    • 28. Event Tracking The Event Tracking data model has the following components which map directly to elements in the Analytics Reports interface: • categories • actions • labels • values • optional: interaction Event Tracking Code :<a href="#" onClick="_gaq.push([_trackEvent, ‘Banners, ‘Clicks, ‘Homepage1]);">Click Here</a>
    • 29. 2.2. Identify the top sections/path 29
    • 30. 2.2. Identify the top sections/path 30
    • 31. 2.3. Understand the funnel of conversion 1. Identify critical steps 2. Where do people leave? 3. Where do they go?  Change button position/ color/text,  Change structure of the page,  Add/remove information,  Ask for email before the most critical steps to be able to re-contact visitors, … 31
    • 32. 2.4. Improve technical features• Adjust your website layout to the most popular screen resolutions to optimize visibility confidential• Assess your visitors’ browser capabilities (e.g. java support) 32
    • 33. 2.4. Improve technical features• Identify major issues with specific browsers & versions confidential 33
    • 34. What can you get from WA ?1. Measure and value your traffic sources2. Improve your website3. Impact your business 34
    • 35. 3.1. Seasonality per product/category Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Category1 Category2 Category3 Category4 Highest importance High importance 35
    • 36. 3.2. Geo-analysis and decisions Total Goal Visits Conversion rate Completions Ville Paris 2,01% Nantes 2,14% Lille 3,25% confidential Toulouse 3,27% Lyon 1,65% Rennes 2,11% Montpellier 3,59% Caen 1,13% Marseille 3,26% Bordeaux 2,31% Top 10 cities 2,23% Total France 2,63% 36
    • 37. 3.3. Leverage internal search• How many visitors use the site search ? confidential• What are visitors looking for ?• Do they find what they want ? Develop your product offer 37
    • 38. The importance of web analytics Data collectionTraffic to your website Improve your website Improve your traffic acquisition + Business Decision 38
    • 39. RECAP 1. Sources de trafic • Evaluation du trafic organique/naturel • Evaluation des sites réferrents • Evaluation des réseaux sociaux • Evaluation des performances d’emailing • Marque vs Générique • Analyse provenant des campagnes Display • Mesure de l’impact d’une campagne radio ou TV • Loyauté des visiteurs et fréquence de visite 2. … • Comportement sur le site web • Importance de la homepage • Analyse des top sections • Analyse avancé du comportement dans le funnel • Analyse des conversions et “soft-conversions” • Pages d’erreur et compatibilité des navigateurs •… 3. Business Intelligence • Saisonalité des visites, recherches internes et conversions • Prévision et plannification des plannings et budgets média • Analyse des opportunités géographiques •… 39
    • 40. Any questions ? 40

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