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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

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    Analytics   building a new report Analytics building a new report Presentation Transcript

    • Website
      Analytics
      A proposal for building a new report format to gain better business insights from Google Analytics
      1
      Courtesy of: SeachandSocialMedia.co.uk
    • 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
    • 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
      • Shows metrics in a concise and action oriented manner
      • Points to specific next decisions/steps for teams
      • Highlights what needs to/will be implemented
      Goals
      3
      Courtesy of: SeachandSocialMedia.co.uk
    • 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?
      • Have we improved at allowing customers to solve their problems?
      • What is the impact of the website on..?
      • What are the most influential content buckets on the website?
      • What are the most productive inbound traffic streams and which sources are we missing?
      Goals
      4
      Courtesy of: SeachandSocialMedia.co.uk
    • 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
    • 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
    • Dashboard
      7
      Courtesy of: SeachandSocialMedia.co.uk
    • 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
    • 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
    • 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
      • Viewed FAQ – no contact
      • Viewed FAQ then contact
      Future Metrics
      10
      Courtesy of: SeachandSocialMedia.co.uk
    • 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