Web analytics 101 - Framework for Business Objectives & Data Analysis
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Web analytics 101 - Framework for Business Objectives & Data Analysis

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I am open to job offers and enquiries. Feel free to contact me.

I am open to job offers and enquiries. Feel free to contact me.

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  • I’m here as an interview candidate and this is my 2 nd interview. We’re having this sesssion because Angkea noticed that I’d done a Google Analytics 101 presentation for GA events in both Singapore and KL and hoped that it would be beneficial for the team.
  • Introduction – Let’s introduce ourselves before we kick this off. I’ll start. I was a web Analytics Lead at clickTRUE I have worked on different verticals and have hands-on regional experience across various Digital Marketing Disciplines including SEM, Display, Social Media, Mobile, EDM and Web Analytics
  • Analytics 101 is targeted towards offline marketers who are thinking of picking up Google Analytics, and you’re a digital marketing audience, I’ll be skipping a lot of stuff about the tool and talk more about Data Analysis and finding actionable insights. I don’t really know the level of experience here so I’m going to keep things very casual and interactive.
  • There are 3 areas of expertise in web analytics. Data Capture is the coding and implementation of web analytics tracking. Data Reporting is where we update clients on their performance and sometimes unfortunately this is where we end up data puking. Analysing data is the fundamental stage of creating actionable insights. The process of doing so helps us add value to clients, and also improve our value of work in data capture and data reporting.
  • There are 3 areas of expertise in web analytics. Data Capture is the coding and implementation of web analytics tracking. Data Reporting is where we update clients on their performance and sometimes unfortunately this is where we end up data puking. Analysing data is the fundamental stage of creating actionable insights. The process of doing so helps us add value to clients, and also improve our value of work in data capture and data reporting.
  • Pan Pac wanted to overhaul their existing Web Analytics implementation because they felt that existing reports were just not insightful enough. For example, part of their core business is maximising daily room occupation. Empty rooms like these, no matter how warm and homely, it negatively affects their bottomline. So one of the key questions was: Can Web Analytics help to improve Occupancy rate, especially during off-peak seasons?
  • So we noticed 3 significant problems with their existing setup. Web & Ecommerce tracking was basic. It was just the normal GATC implemented with the basic Ecommerce tracking codes placed at the thank you page of the booking journey. Also, profiles were only tracking at an aggregate and country level, so it was not as easy to measure an individual property’s performance Additionally, we found out from the client that a significant source of revenue were from loyalty program and alliance members, as well as agents. There was no web data available for these loyal customers and their behaviours.
  • So we came up with 3
  • So here are 3 of the implementations we decided on
  • With just 3 implementations, we are now able to: Identify periods when each member types make their booking, and take action Run specific promotions, especially during the off-season periods Measure the value of each member segment. Measure the effectiveness of the various promotions Helps the Country Manager make strategic decisions with comparable property data All this from as low as a property-level perspective and upwards.
  • Data Analysis is a challenging area of expertise because of all the potential roadblocks, possibilities and data overload. On top of that, we are expected to provide actionable insights that clients appreciate. Especially when there‘s a lack of clarity on objectives, we will tend to feel this way Over the next few minutes, I‘ll share with you an example of analysis work I did for a client and hopefully you‘ll get some insights from it.

Web analytics 101 - Framework for Business Objectives & Data Analysis Web analytics 101 - Framework for Business Objectives & Data Analysis Presentation Transcript

  • Web AnalyticsFrameworkBertrand TayHP: 90062698E-mail: bertay@gmail.com
  • Google Confidential and ProprietaryWhy Am I Here?2
  • Google Confidential and ProprietaryDigital Marketing Web Analytics Lead3
  • Google Confidential and Proprietary 4
  • Google Confidential and Proprietary 5Agenda1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways
  • Google Confidential and Proprietary3 Areas Of Web Analytics Expertise6Data ReportingData CaptureData Analysis
  • Google Confidential and ProprietaryData Analysis Process7
  • Google Confidential and Proprietary1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways8Agenda
  • Google Confidential and ProprietaryPPHG Web Analytics Overhaul9Can Web Analytics help to improve Occupancy rate, especially during off-peakseasons?Reports lack actionable insight
  • Google Confidential and ProprietaryAnalysing The Problem – Aggregate Data• Website & Ecommerce tracking was basic• Profiles were tracking only at an aggregate and country level• Not tracking loyal customers10
  • Google Confidential and ProprietaryActionable Insights – 3 Examples• Track the usage of promotion codes during off-season periods• Create profiles to track at a member, property, country and aggregate level• Track the behaviour of each member type and their actions11
  • Google Confidential and ProprietaryImplementation – Opportunities For Insights• Implement tracking code to track promotion code type and usage• Profile set-up with appropriate logic and filters• Create Visitor-level Custom Variable to track each member type and theiractions12
  • Google Confidential and ProprietaryEvaluation - Tracking Can Improve OccupancyRate1. Identify decrease in booking activity for each member type and take action2. Run promotions, especially during the off-season periods, and measureeach promotion’s effectiveness quickly and optimise accordingly3. Made the value of each member segment measurable4. Better understand the performance of each media channel for all objectives5. Country Managers can now make sharp strategic decisions13
  • Google Confidential and Proprietary 14
  • Google Confidential and Proprietary1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways15Agenda
  • Google Confidential and ProprietaryThe Model16BusinessObjectivesWebsiteGoalsKPIsTargetsDataAnalysisFact-finding, understanding the businessTranslating BOs into digital solutionsGoals (Metrics)Targeted improvement (x% increase)Segmentation (Traffic Acquisition,Behaviour, Outcomes)Provides clarity on what data to look at
  • clickTRUE Confidential and ProprietaryCRO Redesign October17701Panduan
  • Private & Confidential 18Business Search Conversion Funnel
  • Private & ConfidentialWe expect to bring the number of completed enquiries back to 9%Objective – Generate LeadsLack Of Follow Through after “Ask Me” Button Optimisation• Overall Higher Conversion for “Ask Me”• However Lower Submitted Enquiries9%7%5. Micro Conversions 5. Micro Conversions3. Macro Conversion (KPI)1. Business Objective2. Website Goal4. Target
  • Private & ConfidentialObjective – Increase EnquiriesFixing The Leaky Pipe• 3 Minor tweaks to address leaksAsk Me CompletionsSales Lead Generation(Business Enquiry)1)LackOf Assurance2) Complicatedfields2) Unrelatedfields
  • Private & ConfidentialDesign Guideline3 Minor TweaksI. ReorderingII. Adding ReassuranceIII. Simplifying FieldsPrior Proposed
  • Private & ConfidentialDesign GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields1. Reordering to reassure function of form.Prior Proposed
  • Private & ConfidentialDesign GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields1. Prominent Titles2. Text to convey information may be gained.- eg. “Like to know more about…”1212Prior Proposed
  • Private & ConfidentialDesign Guidelines1I. Reordering II. Adding Reassurance III. Simplifying Fields1. Removal of Business Name Field2. Removal of Subject Field122Prior Proposed
  • Private & ConfidentialI. Reordering II. Adding Reassurance III. Simplifying FieldsType of feedback to change to Type of enquiry.Default Setting as “General Enquiry”.Comments to change to Enquiry.Are you a business owner shifted below.Design Guidelines123412342134Prior Proposed
  • Private & ConfidentialDesign Guidelines - VariationsFormat Variations• To test on Generic First• Follow up on variations - (Require full listing)Restaurants Hotel Automobile
  • Private & ConfidentialConclusionGreater Follow Through• 477 more submitted enquiries (35% increase)• Higher Submitted Enquiry11%7 %
  • Private & ConfidentialThe Model28BusinessObjectiveWebsiteGoalKPITargetsDataAnalysisGenerate leads for businessesGenerate leads for businesses onlineSubmitted Enquiry15% increase in macro conversionsMicro Conversions
  • Private & Confidential1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways29Agenda
  • Google Confidential and ProprietaryKey Takeaways• Web Analytics works best when business objectives and measurementexpectations are clearly defined in advance.• Utilise the Data Analysis Process & Web Analytics Model for focus andclarity.• Focusing on Data analysis makes you a better web analyst• Never be afraid to take action on your insights as long as it’s to achieve theclient’s business objectives.30
  • Google Confidential and Proprietary 31