ISBSM #4 - Intro to Web Analytics

  • 1,589 views
Uploaded on

4th session of ISB social media course

4th session of ISB social media course

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,589
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
55
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • How many have used google analytics? Any others?

Transcript

  • 1. Intro to Web Analytics Amit Klein March ’10 #isbsm www.amitklein.com twitter.com/amitklein
  • 2. Agenda
    • Key Terms
    • Bunch of Tools
    • Developing Insights
    • A/B Testing
    • A lot of demos, will need you to stop me with questions
  • 3. Key Terms
    • Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between
    • Goal – i.e. purchase confirmation
    • Funnel – The series of steps (pages) leading to a goal
  • 4. Google Analytics Demo
    • Basic:
      • Measurement AdWords Integration
      • Visitors Overview
      • Map Overlay
      • Traffic Sources
      • Content
      • Setting up Goals / Funnels / Revenue
    • Advanced
      • Segmentation
      • Custom Reporting
  • 5. Link Tagging
  • 6. But what about this?
      • “ I want to know how many women from Mumbai over 40 who have been to the site at least 4 times and added items to their shopping cart but haven’t completed the checkout process ”
  • 7. Omniture – The Cadillac
    • Realtime
    • Permissions
    • Automated delivery of reports
    • Clickmap / RevenueMap
    • Path flow analysis
    • Import external data / Integration
    • Segmentation – Create profiles, track certain demographic behavior (abandoned carts, heavy purchasers)
    • Expensive - Starts at 2k/month
  • 8. Omniture – Dashboard
  • 9. Omniture – Clickmap / Revenuemap
  • 10. Omniture – Conversion Tracking
  • 11. Omniture – Path Flow Analysis
  • 12. Omniture – Twitter
  • 13. Omniture – Facebook
  • 14. Omniture – Facebook
  • 15. Chartbeat – Real-time Monitoring
  • 16. ClickTale
    • Playback
    • Heatmaps
    • Form Analytics
  • 17. Bit.ly
  • 18. What metrics should you optimize?
  • 19. Optimize
    • Depends on your objectives
    • Revenue
    • Goals
    • Bounce Rate
    • Awareness campaign – new visitor % increase
    • Avoid Intermediate Metrics:
    • Visitors - Quality is way more important then number
    • Duration - I can remove site search and time will go up
  • 20. Insights
  • 21. Improving Bounce Rate
    • High bounce rates indicate people’s intent did not match website purpose
    • *source: http://www.kaushik.net/avinash/
  • 22. How do you improve bounce rate?
  • 23. Improving Bounce Rate
    • Find popular entrance pages with low bounce rates
    • Identify how people got to these pages (entrances and keywords)
  • 24.  
  • 25. Improving Bounce Rate
    • Are people finding what they are looking for?
  • 26. BBCAmericaShop.com
  • 27. BBCAmericaShop.com
  • 28. Optimizing Adwords Campaigns
    • Keyword
      • Nonpaid keywords
    • Location
    • Source
  • 29. ClickEquations
  • 30. Developing Insights
    • Check entry pages with high bounce rates (top landing pages report)
    • Identify top 10 unpaid keywords with high bounce rates, add content?
    • Traffic sources – try to extend partnership deals, additional comments, etc…
  • 31. But what about non-ecommerce sites, what should you optimize?
  • 32. CodeChef.com
  • 33. CodeChef.com
  • 34. Developing Insights
    • Avoid intermediary goals and focus on objectives
    • Develop goals (registrations, submissions to problem)
    • Optimize based on goals
  • 35. Iterate and Test Constantly
  • 36. Quick Example - RClub
    • You’re the product manager of Directi’s RClub
    • You’re digging up the data and find many aren’t completing registration
    • You do some hallway testing
    • You look at analytics
    • You come up with a hypothesis
    • But you can’t just roll it out
    • What do you do?
  • 37. A/B Testing
  • 38. A/B Testing - A
  • 39. A/B Testing – B
  • 40. A/B Testing
  • 41. Buckets
    • Run analysis based on:
    • Geography
    • Site usage (frequent users, light purchasers)
    • Demographics (age, sex)
    • Traffic Sources
    • Etc…
  • 42. But… what works for one group might not work for the other
  • 43.  
  • 44.  
  • 45. Conclusion
  • 46. Conclusion
    • Analytics can help you:
    • Find out who people are getting to your site and what they are doing
    • Improve the effectiveness of ad campaigns
    • Improve conversions on your site
    • You need to use this data to develop insights/hypothesis (90% people / 10% tools)
    • Iterate and test constantly
    • You can always improve…
  • 47. Additional Resources
    • Avinash Kaushik – Occam’s Razor
  • 48. Next Class
    • We’re off next weekend
    • Project
      • How many teams are there?
      • Use one channel and one easily measurable metric
      • Will send over Google Adwords info later today
      • Each team to prepare a 5-10min presentation for 3/21
    • Next class
      • Indian Social Media?
      • Future of Facebook and Twitter / Monetization models?
  • 49. Questions?