Web analytics workshop from Web Kinetics

681 views

Published on

A presentation that formed the bones of a half-day workshop

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
681
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Web analytics workshop from Web Kinetics

  1. 1. Web Analytics Workshop
  2. 2. Andy Atkins Managing Director – Web Kinetics Senior manager at Sage, Golden Wonder, etc. 10+ years online marketing experience Clients include Sainsburys & Thompsons, but are mostly NE-based SME’s
  3. 3. Web Analytics Workshop - Content <ul><ul><li>What are they?! </li></ul></ul><ul><ul><li>Key Metrics – On-site </li></ul></ul><ul><ul><li>Using and choosing ‘analytics software’ </li></ul></ul><ul><ul><li>Live demo of analytics software </li></ul></ul><ul><ul><li>Key Metrics – Off-site </li></ul></ul><ul><ul><li>Using and choosing ‘SEO software’ </li></ul></ul><ul><ul><li>Live demo of SEO software </li></ul></ul>
  4. 4. Web Analytics Why are you here?
  5. 5. Web Analytics- Some Questions…. <ul><ul><li>Are analytics packages any good? </li></ul></ul><ul><ul><li>What are the important metrics? </li></ul></ul><ul><ul><li>Can you do everything with a free tool like Google Analytics? </li></ul></ul><ul><ul><li>What can you do once you have the information? </li></ul></ul><ul><ul><li>Is it worth the time and effort? </li></ul></ul>
  6. 6. A Definition Web analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics provides data on the number of visitors, page views, etc. to gauge the popularity of the sites which will help to do the market research. There are two categories of web analytics; off-site and on-site web analytics. ‘ Wikipedia’
  7. 9. Analytics Packages <ul><ul><li>Who uses one? </li></ul></ul><ul><ul><li>Which one? </li></ul></ul><ul><ul><li>What information do you use it for? </li></ul></ul><ul><ul><li>What do you do with the information? </li></ul></ul><ul><ul><li>What doesn’t it tell you? </li></ul></ul>
  8. 10. Key Players
  9. 11. What Do We Want to Know? On-Site Analytics <ul><ul><li>Hits, Page Requests, Unique Visitors? </li></ul></ul>
  10. 13. <ul><ul><li>Hits, Page Requests, Unique Visitors? </li></ul></ul><ul><ul><li>Where did they come from (search, twitter feed, newsletter, ad., geography, etc.)? </li></ul></ul>What Do We Want to Know? On-Site Analytics
  11. 16. What Do We Want to Know? On-Site Analytics <ul><ul><li>Hits, Page Requests, Unique Visitors? </li></ul></ul><ul><ul><li>Where did they come from (search, twitter feed, newsletter, ad.,, geography, etc.)? </li></ul></ul><ul><ul><li>What search terms generated visitors? </li></ul></ul>
  12. 18. What Do We Want to Know? On-Site Analytics <ul><ul><li>Hits, Page Requests, Unique Visitors? </li></ul></ul><ul><ul><li>Where did they come from (search, twitter feed, newsletter, ad.,, geography, etc.)? </li></ul></ul><ul><ul><li>What search terms generated visitors? </li></ul></ul><ul><ul><li>What did they do on the site and how long did they stay? </li></ul></ul>
  13. 20. What Do We Want to Know? On-Site Analytics <ul><ul><li>Hits, Page Requests, Unique Visitors? </li></ul></ul><ul><ul><li>Where did they come from (search, twitter feed, newsletter, ad.,, geography, etc.)? </li></ul></ul><ul><ul><li>What search terms generated visitors? </li></ul></ul><ul><ul><li>What did they do on the site and how long did they stay? </li></ul></ul><ul><ul><li>Did we convert anyone (download, email capture, sale)? </li></ul></ul>
  14. 22. Inside Google Analytics Client X
  15. 23. Analytics Software – Key Issues <ul><ul><li>Tremendous information, but time-consuming </li></ul></ul><ul><ul><li>‘ My site’ statistics only </li></ul></ul><ul><ul><li>Need to stay focused on key metrics and review other data by exception </li></ul></ul><ul><ul><li>Can be linked to ppc and other paid activities for a ‘360 degree’ view (dependent on package) </li></ul></ul><ul><ul><li>Historical data </li></ul></ul><ul><ul><li>Big sites are giving away data! </li></ul></ul>
  16. 24. BUT HOW CAN ANALYTICS HELP TO ACTUALLY IMPROVE A PAGE OR SITE?
  17. 25. SEO Tools <ul><li>Packages </li></ul><ul><li>WebPosition </li></ul><ul><li>SEO Powersuite </li></ul><ul><li>IBP </li></ul><ul><li>WebCEO </li></ul><ul><li>SheerSEO </li></ul><ul><li>Plugins </li></ul><ul><li>Majestic SEO </li></ul><ul><li>SEO Quake </li></ul><ul><li>Chrome SEO </li></ul><ul><li>SEO Moz </li></ul><ul><li>Others </li></ul><ul><li>Google Keyword Tool </li></ul>
  18. 26. What Do We Want to Know? On-Site Analytics- Page Analysis <ul><ul><li>Keyword analysis </li></ul></ul><ul><ul><li>Content Analysis </li></ul></ul><ul><ul><li>Coding Analysis </li></ul></ul><ul><ul><li>(Competitor Comparison) </li></ul></ul>
  19. 27. Keyword Finding
  20. 30. What Do We Want to Know? Off-Site Analysis <ul><ul><li>Overall Context </li></ul></ul>
  21. 31. Bean Bag Co.
  22. 32. What Do We Want to Know? Off-Site Analysis <ul><ul><li>Overall Context </li></ul></ul><ul><ul><li>Rankings for Target Keywords </li></ul></ul>
  23. 34. What Do We Want to Know? Off-Site Analysis <ul><ul><li>Overall Context </li></ul></ul><ul><ul><li>Rankings for Target Keywords </li></ul></ul><ul><ul><li>Inbound Links (No. & Quality) </li></ul></ul>
  24. 36. Inside SEO Software Client X
  25. 37. SEO Software – Key Issues <ul><ul><li>Need more than one tool to analyse key parameters </li></ul></ul><ul><ul><li>Have to understand exactly what is being analysed </li></ul></ul><ul><ul><li>Doesn’t show traffic unless integrated with analytics software </li></ul></ul><ul><ul><li>Provides insight for SEO and site design purposes, not necessarily for commercial success </li></ul></ul><ul><ul><li>SEO packages can measure performance over time </li></ul></ul>
  26. 38. A Little Test!!!!
  27. 39. What have we Covered? <ul><ul><li>Why web analytics are important </li></ul></ul><ul><ul><li>The difference between on-site and off-site analysis </li></ul></ul><ul><ul><li>How to use and make sense of the major tools available for on-site and off-site analysis </li></ul></ul><ul><ul><li>That you should only analyse elements that you can influence and/or provide significant insight </li></ul></ul><ul><ul><li>Stay focused on your objectives and don’t become a geek! </li></ul></ul>
  28. 40. Analytics Q&A

×