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Analytics building a new report

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Inspired by Avinash Kaushak's - Web Analytics an hour a day - a quick report to help convince Executives and Marketing teams of a better way to gain business insights from Web Analytics

Inspired by Avinash Kaushak's - Web Analytics an hour a day - a quick report to help convince Executives and Marketing teams of a better way to gain business insights from Web Analytics

Published in: Technology, Business

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Transcript

  • 1. Website
    Analytics
    A proposal for building a new report format to gain better business insights from Google Analytics
    1
    Courtesy of: SeachandSocialMedia.co.uk
  • 2. Table of Contents
    Explanation of Goals
    Possible report format
    Sample images and metrics
    2
    Special thanks to Avinash Kaushak and his book Web Analytics an Hour a Day for inspiring & guiding this presentation
    Courtesy of: SeachandSocialMedia.co.uk
  • 3. What are we trying to achieve?
    A format that a marketing team can quickly review, learn from and forward to their stakeholders
    An insightful report that:
    • Shares important website information
    • 4. Shows metrics in a concise and action oriented manner
    • 5. Points to specific next decisions/steps for teams
    • 6. Highlights what needs to/will be implemented
    Goals
    3
    Courtesy of: SeachandSocialMedia.co.uk
  • 7. What are we trying to achieve?
    We are attempting to answer business questions such as:
    • How can I improve revenue in X number of months?
    • 8. Have we improved at allowing customers to solve their problems?
    • 9. What is the impact of the website on..?
    • 10. What are the most influential content buckets on the website?
    • 11. What are the most productive inbound traffic streams and which sources are we missing?
    Goals
    4
    Courtesy of: SeachandSocialMedia.co.uk
  • 12. Whether online or on paper
    The report is broken down into (five) sections and always show current month vs. past month vs. same month previous year:
    Website behaviour
    Conversion Optimisation
    Target segmentation (future oriented)
    Insights and recommendations
    Appendix
    Possible Format
    5
    Courtesy of: SeachandSocialMedia.co.uk
  • 13. 1. Website behaviour
    Visits Pages/Visit Pageviews
    Avg. Time on Site Bounce rate % New visits
    2. Conversions outcomes
    Task completion rates Downloads by model
    Conversions by model Goal abandonment rate
    3. Target segmentation (future oriented)
    Breaking customers into segments – ex. Social Media users, specific product line interest..
    4. Insights & suggestions (from your Analysts)
    5. Appendix
    Top Content overview Top Keywords Other important metrics
    Possible Format
    6
    Courtesy of: SeachandSocialMedia.co.uk
  • 14. Dashboard
    7
    Courtesy of: SeachandSocialMedia.co.uk
  • 15. Google Analytics only allows limited views of information
    Exporting the same details and recreating charts (via Google Charts) can let you share in a more communicative manner
    Conversions
    8
    Courtesy of: SeachandSocialMedia.co.uk
  • 16. It’s not just about updates and what happened MOM
    There is a wealth of information at your fingertips and we wish to present it in a way that lets you make informed business decisions
    Other Metrics
    9
    Courtesy of: SeachandSocialMedia.co.uk
  • 17. Once the new format is working you can explore other possible metrics that can help both marketing and the greater business understanding of what the website is producing:
    Can you track visitors to important pages and show solving problems?
    • Viewed support page
    • 18. Viewed FAQ – no contact
    • 19. Viewed FAQ then contact
    Future Metrics
    10
    Courtesy of: SeachandSocialMedia.co.uk
  • 20. What do you think?
    11
    Is this the new Business Analytics Decision Report?
    Courtesy of: SeachandSocialMedia.co.uk
    Images from http://www.kaushik.nethttp://bit.ly/ecMZ6K