Web Analytics: The past, present and future - Victoria Online Seminar Series August 2011
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Web Analytics: The past, present and future - Victoria Online Seminar Series August 2011

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Part 1 - Expectations from Web Analytics; Part 2 - Key findings from the 5th Annual Australian Web Analytics Report - 2011; Part 3 - WoVG a web Analytics

Part 1 - Expectations from Web Analytics; Part 2 - Key findings from the 5th Annual Australian Web Analytics Report - 2011; Part 3 - WoVG a web Analytics
initiative - major observations;

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Web Analytics: The past, present and future - Victoria Online Seminar Series August 2011 Web Analytics: The past, present and future - Victoria Online Seminar Series August 2011 Presentation Transcript

  • August 2011 Victoria Online Confidential Information This document is provided for client use only and is not for distribution with third Seminar Series parties without permission of Bienalto. Web Analytics: The past, present and future Hurol Inan Managing Director hurol@bienalto.com 0412 348 361Monday, 29 August 2011
  • Part 1 Expectations from Web AnalyticsMonday, 29 August 2011
  • “I know that half of my advertising budget is wasted, but I am not sure which half” By John Wannamaker (1838-1922)Monday, 29 August 2011
  • “ Web Analytics is the practice of measuring,collecting, analysing and reporting on internet data for the purpose of understanding how a site is used by its audience and how to optimise its usage” Web Analytics AssociationMonday, 29 August 2011
  • > Hits > Pages > Interaction > ServicesMonday, 29 August 2011
  • Web Analytics Insights Assurance OptimisationMonday, 29 August 2011
  • AssuranceMonday, 29 August 2011
  • Insights Awareness Insight Causes >What is happening >Why is it happening >What dose it meanMonday, 29 August 2011
  • OptimisationMonday, 29 August 2011
  • Gains from Web Analytics 66%1 practice Gain Customer 2 63% 3 stages Increase Search 4 Insights Data mining Engine ReferralsOnline CRM Path integration scoring 60% 45% analysis segmentation Optimisation segmentation scores Testing Improved Customer Increased Conversion Experience Rates source: 5th Annual Austrian Web Analytics Survey, bienalto2011,BienaltoMonday, 29 August 2011
  • Part 2 Key findings from the 5th Annual Australian Web Analytics Report - 2011Monday, 29 August 2011
  • 47 .9% believe they are ‘highly effective’/ ‘effective’ in their use of the online channel, increasing sentiment of effectiveness across survey results. Those who don’t believe they use the online channel effectively have decreased since last year.Monday, 29 August 2011
  • Executive support for web 71% analytics in 2011 of respondents believe they do have executive level support.Monday, 29 August 2011
  • The online channel increases in use across Australian organisations and has become a critical part of their business operations. 52 This year’s survey results reveal that .1% of respondents would be negatively impacted if the online channel was unavailable this has increased from 39% in 2010.Monday, 29 August 2011
  • In 2011, the top tools used by respondents are 1st GOOGLE ANALYTICS 2nd OMNITURE 3rd WEB TRENDS 4th NETINSIGHTS Further to this, 84% of respondents have been using their primary tool for more than 2 years. Since 2007, there is also a positive increase in those trusting the data extracted from tools.Monday, 29 August 2011
  • THE MAJORITY 29 54 OF RESPONDENTS .1% .7% USE BOTH USE FREE TOOLS TO SUPPORT THEIR WEB ANALYTICS ACTIVITIES The majority of respondents made their selection based on the solution meeting their organisations requirements 16 USE TOOLS .3% reasons. The choice for those who selected a ‘Paid’ solution was primarily to gain access to professional THEY PAY FOR services and support.Monday, 29 August 2011
  • In 2011, 66.3% of respondents 26 .8% take action ‘most of the time’.Monday, 29 August 2011
  • Since 2007, we have seen an overall positive trend in 41 the value respondents derive. .3% believe they receive ‘Good Value’ from web analytics in 2011.Monday, 29 August 2011
  • 19 By 2012, % are intending to increase their spending on web analytics activities.Monday, 29 August 2011
  • Top 3 Challenges to the adoption and success of web analytics within an organisation in 2011 are: 1st FINDING STAFF WITH EQUAL RELEVANT EXPERIENCE TAKING ACTION BASED ON RESULTS 2nd CORRELATING DATA FROM MULTIPLE SYSTEMS 3rd ALLOCATING STAFFMonday, 29 August 2011
  • Top 3 Priorities of web analytics in 2011 are: 1st OPTIMISE SITE THROUGH ANALYSIS 2nd DEFINE KPI’S 3rd FORMALISE REPORTING PROCESSMonday, 29 August 2011
  • Part 3 WoVG a web Analytics initiative - major observationsMonday, 29 August 2011
  • Objectives: > Holistic view > Interconnectedness > Improvement and growthMonday, 29 August 2011
  • Traffic volume (usage) weekly for a year > 31.5% increase in July year on year > Visible impact of school holidays and emergencies > 87% of total unique page views for 10 websites > Over 40% from search engines > Nearly half of the searches about health, education, roads, jobs, emergencies and holidaysMonday, 29 August 2011
  • Monday, 29 August 2011
  • Mobile traffic weekly for a year > 6% mobile traffic in July 2011, up from 4.6% in February 2011 and 2.6% in February 2010 > Half a million unique pages viewed on mobile in July 2011 > Notable spikes around emergencies such as floodsMonday, 29 August 2011
  • Social media traffic weekly for a year > 55% increase from June to July 2011 > Significant activity but not tracked - For example, Police has 23,000 followers (up from 17,000 in April), multiple daily tweets, 100 - 300 clicks per tweet but not trackedMonday, 29 August 2011
  • August 2011 Victoria Online Confidential Information This document is provided for client use only and is not for distribution with third Seminar Series parties without permission of Bienalto. Web Analytics: The past, present and future Hurol Inan Managing Director hurol@bienalto.com 0412 348 361Monday, 29 August 2011