Web Analytics 102
+ Tips & Tricks with Google Analytics


Bermon Painter - @bermonpainter - bermonpainter.com
The Paradox of Data
  Lots of data, little insights
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream      What
     Multiple
Outcomes Analysis   How Much
 Experimentation
   and Testing      Why
     Voice of
  ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Clickstream

     Multiple
Outcomes Analysis
 Experimentation
   and Testing

     Voice of
    Customer

   Competitive
 ...
Small Business
 1. Clickstream
 2. Outcomes
 3. Voice of Customer
Medium Business
  1. Outcomes
  2. Clickstream
  3. Voice of Customer
  4. Testing
Large Business
 1. Voice of Customer
 2. Outcomes
 3. Clickstream
 4. Testing
 5. Competitive Intelligence
Reporting vs. Analysis
1. Decentralized Decision Making
2. History
3. Risk Taking
4. Distribution of Knowledge
5. Availability of Raw
Analytical Brainpower
More on Clickstream
1. Visits
2. Unique Visits
3. Time on Page / Time on Site
4. Bounce Rate
5. Exit Rate
6. Conversion Rate
Google Analytics Tips & Tricks
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Web Analytics 102

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There's so much data at your fingertips, but so few insights. I want to move beyond typical and common clickstream data that just answers what and move on to the why. Knowing the why will give us insight and help us make intelligent, actionable decisions on the web. Inspired heavily from Avinash Kaushik's book Web Analytics 2.0

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Web Analytics 102

  1. 1. Web Analytics 102 + Tips & Tricks with Google Analytics Bermon Painter - @bermonpainter - bermonpainter.com
  2. 2. The Paradox of Data Lots of data, little insights
  3. 3. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  4. 4. Clickstream What Multiple Outcomes Analysis How Much Experimentation and Testing Why Voice of Customer Why Competitive Intelligence What Else Insights Insights!
  5. 5. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  6. 6. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  7. 7. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  8. 8. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  9. 9. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  10. 10. Clickstream Multiple Outcomes Analysis Experimentation and Testing Voice of Customer Competitive Intelligence Insights
  11. 11. Small Business 1. Clickstream 2. Outcomes 3. Voice of Customer
  12. 12. Medium Business 1. Outcomes 2. Clickstream 3. Voice of Customer 4. Testing
  13. 13. Large Business 1. Voice of Customer 2. Outcomes 3. Clickstream 4. Testing 5. Competitive Intelligence
  14. 14. Reporting vs. Analysis
  15. 15. 1. Decentralized Decision Making
  16. 16. 2. History
  17. 17. 3. Risk Taking
  18. 18. 4. Distribution of Knowledge
  19. 19. 5. Availability of Raw Analytical Brainpower
  20. 20. More on Clickstream
  21. 21. 1. Visits
  22. 22. 2. Unique Visits
  23. 23. 3. Time on Page / Time on Site
  24. 24. 4. Bounce Rate
  25. 25. 5. Exit Rate
  26. 26. 6. Conversion Rate
  27. 27. Google Analytics Tips & Tricks

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