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ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
ISBSM #4 - Intro to Web Analytics
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ISBSM #4 - Intro to Web Analytics

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4th session of ISB social media course

4th session of ISB social media course

Published in: Technology, Business
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  • 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?

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