Countless types but 2 Bellwether and 3 very common types. Functionalism and Use-Case analysis provide a complete description of site effectiveness These are perfect table-setters for a testing program and for all subsequent analysis They also provide a rich vocabulary for talking about and understanding site performanceInternal Search Analysis – is use-case based at the keyword level. Facet-stacking. Internal Optimization and optimization vis-à-vis site navigation
Advanced Analysis Presentation
Advanced Analysis Program<br />
Five Stages of Web Analytics Maturity<br />Analysis Barrier<br />As reported by industry experts<br />2<br />
We Typically See a Few More!<br />Analysis Barrier<br />0.4 Customized Report Set & Heavy ad-hoc reporting<br />0.2 Basic Reporting<br />0.3 Customize Tag<br />0.1 Out of the box site tag<br />Our experience tells us that organizations struggle to reach the site analysis stage<br />3<br />
Advanced Analysis<br /><ul><li>Do you do web analytics?</li></ul>Or do you do web reporting?<br /><ul><li>For most organizations, moving from lots and lots of ad hoc reporting to actual data-driven decision-making based on analysis has proven to be as difficult as breaking the sound barrier.
We call this problem:</li></ul>“The Analysis Barrier”<br />4<br />
Analysis vs. Reporting<br /><ul><li>Organizations and Web analytics in general has been cursed by unrealistic expectations about reporting.
Can you really manage your business with 3 or 4 KPIs?
Do you really believe that complex business decisions can be reduced to a single number?
The problem with most reporting systems isn’t the KPIs or the presentation of those KPIs. It’s the misconception that reporting drives change.
Analysis – true studies of complex business problems that drive real-world recommendations – use careful data-driven study of a problem to produce actual recommendations for change.</li></ul>5<br />
What does Analysis Do?<br /><ul><li>It doesn’t magically produce recommendations for change. Instead, it couples a deep understanding of a problem and it’s real-world (data) description with thought about how to solve it.
Analysis can set the table for Testing and is the appropriate/necessary accompaniment to any MVT or A/B testing program.
Analysis can assist mightily in developing site and targeted marketing optimizations that better match creative/product to customers and visit types.</li></ul>6<br />
Analysis is not Death by Numbers<br /><ul><li>This is what WE see NOT WHAT YOU SEE!
In the next 3 slides you’ll see real examples of an analysis looks like to our customers.</li></ul>7<br />
Example from eMetrics Kohler Presentation<br /><ul><li>This use-case is a common one in a multi-channel world – visitors looking a retail location:</li></ul>8<br />The “Reason for Visit” question is a fantastic guide for Use-Case analysis<br />Match to the behavioral signal and compare “intent” to “actual”<br />When using survey data, the obvious next step is to check use-case specific satisfaction.<br />
Example from eMetrics Kohler Presentation<br /><ul><li>Analyze both sides of the use-case (the intent and the behavioral) and pay particular attention to what happens in the mismatches.</li></ul>9<br />How many visits show the appropriate behavioral signal?<br />How long does it take to succeed?<br />What’s the impact of failure?<br />Are customers letting us know there’s a problem?<br />
Example from eMetrics Kohler Presentation<br /><ul><li>Always drive to real recommendations. In this case, the use-case data indicated that the main problem was finding the right site area.</li></ul>10<br />Recap the issue you intend to solve.<br />Make specific recommendations for testing.<br />Show real-world site examples that illustrate the technique.<br />
Semphonic<br /><ul><li>Semphonic is the leading web analytics consultancy in the United States.
Our heritage in database marketing has kept us focused on how to use – not report – on web behavior.
We’ve pioneered a rich set of processes, methodologies, and techniques for solving a range of complex online business problems.
Together, these form a powerful analytic framework that can help you shatter the “Analysis Barrier.” </li></ul>11<br />
Much More than Tool Experts<br /><ul><li>We use every tool in your arsenal – from Web analytics tools like SiteCatalyst, Discover, NetInsight, Explore and WebTrends to SAS and SPSS, Tableau, SQL, R, and Excel to drive insight.
But it isn’t tools, it’s the processes, people and methods we’ve developed over thirteen years of analysis that the real difference.
Questions<br /><ul><li>Everybody shares the same basic questions:</li></ul>13<br />
Answers<br /><ul><li>We have the analysis techniques to provide answers and drive site improvement and testing programs:</li></ul>14<br />
Answers<br /><ul><li>To improve the efficiency of marketing spend:</li></ul>15<br />
Answers<br /><ul><li>To drive every aspect of the online channel:</li></ul>16<br />
Answers<br /><ul><li>And optimize your information and learnings across the whole business:</li></ul>17<br />
Breaking the “Analysis Barrier”<br />Analytic Roadmap – Your Customized Analysis Plan<br /><ul><li>Transforming your web analytics from passive reporting to data-driven decisioning:</li></ul>We start with a customized plan that focuses on the most impactful projects for your site.<br />18<br />
How it Works<br /><ul><li>The Comprehensive Analysis Program:
Data Quality Audit: A careful review of your existing infrastructure and recommendations to improve collection for analysis.
Analytics Roadmap: Identifies the analysis projects that make sense for your organization, prioritizes, and lays out an overall analysis plan.
Ongoing Deep-Dive Analysis: Paced at a rate that makes sense for your organization, Semphonic executes on the Roadmap.
Delivered in retained relationships beginning at $7K a month.</li></ul>19<br />
Semphonic: Know. Right. Now.<br />Good measurement doesn't inform. <br />It transforms. <br />The time to change how you do business online is now!<br /> Gary Angel<br /><ul><li>firstname.lastname@example.org