Business Analytics [Autosaved]Presentation Transcript
Laran Stover Rockford Dias Chris Howard
Web Analytics: the beginning… Advertising exists to help you make money. Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. It comes down to measuring the ROI of your web marketing.
Data Collection The use of feeds in businesses Receiving data from websites More info, faster Effective advertising
Examples of Feed Tools
“Feeds, Feeds, they’re good for your heart….” Digital Frontiers Feeds can be used to track the activity of readers on a blog. Data can shed light on successful blog topics, titles, etc. Can lead to better practices in the future.
Now that you have data, what do you do with it?
Web analytics challenge Creating answers & insights from vast amounts of data Keep it simple. Prevent death by data. Data should drive action.
Measuring ROI: 4 Steps What's the goal of your web site? What's that goal worth? What's the value each time you accomplish that goal? How many times did you achieve that goal? What did it cost to achieve it?
1. What's the goal of your web site? Your web site has some value-generating goal -- something that helps grow your organization. Quantitative Goals: Direct Sales Generate Leads Qualitative goals: Increase awareness Get votes
How do you know when you’ve achieved your goals? Read a specific page of your site. The “Thank You” Page Comment on a post. Watch a specific video on your web site.
2. What’s the goal worth? Selling stuff online : Find out your profit per sale, on a sale-by-sale basis. Example: 100 Bath Towels x $6 per towel = $600
Perhaps your only online goal is to get people to see a specific page: Example: 2% of readers become a client Each client pays $100 per year 0.02 x $100 = $2/ person reading article
No goodies? No problem. Create a points system: 1 person reading a specific article = 5 points 1 person viewing a specific video = 5 points 1 person signing up for a newsletter = 10 points 1 person joining the organization = 100 points
Blog Comparison Activity Adam vs. Nikolai
3. Review Metrics and Effectiveness Review metrics and goals to determine effectiveness WTF are METRICS?!!! WHY??????????
Coming in for a landing Landings (Page Views) on a specific page file Measured using a basic web site traffic analysis software 1,000,000 landings! Woot! MISLEADING
New Visitors vs. Repeat Visitors New: no previous visits to site Repeat: made atleast one previous visit 1,000,000 landings!
1 Million New Visitors
1 Million Repeat Visits Look at your data in context.
The Bounce Rate http://www.youtube.com/watch?v=ppgfjo6IIf4 Bounce rate is directly related to the conversion rate.
Where is your traffic coming from? Bounce rate and ads: 95% Bounce Rate from Google Ad #5 10% Bounce Rate from Google Ad #3 Evaluate data, gain insights, and make a change.
Ad Effectiveness and Conversion Which ads brought you value? Which ads brought you nothing? Ex: Shopping Cart “order confirmed” page was viewed 400 times. 300 orders came from ad #1 100 orders came from ad #2 0 orders came from ad #3
Welcome home Common Misconception: “Your homepage is the entry point.” New Reality: Most people don’t even see your home page.
Best Practices Keep it simple. Look at your data in context. Use valuablemetrics.