Web Analytics Unraveled

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Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:

1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)

2) Choose the right measurement framework

3) Establish your KPI's (metrics directly tied to your business objectives)

4) Create an implementation roadmap (which KPI's you should monitor first)

5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)

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  • Here's a complimentary blog post that goes with our presentation, Web Analytics Unraveled...

    A Few Good KPI's Can Make A Brand Healthy, Wealthy and Wise
    http://heardable.com/blogs.php?user_id=7&blogentry_id=292
       Reply 
    Are you sure you want to  Yes  No
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  • On May 10, 2011, Heardable's CEO, Jon Samsel, was asked to speak at the Jamba Juice Digital Marketing Summit in Emeryville, California. The juice jam was organized by Jim Holbrook, CEO of of Neighbor Agency and Conn Fishburn, Founder and CEO, F3 Ideas. Guest speakers included reps from Google, Manatt, Twitter, Facebook and Heardable.

    Here is a quick summary of what's inside...

    Online marketers - Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours might want to first do some prep work:

    1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)

    2) Choose the right measurement framework

    3) Establish your KPI's (metrics directly tied to your business objectives)

    4) Create an implementation roadmap (which KPI's you should monitor first)

    5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)

    Enjoy the presentation!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Web Analytics Unraveled

  1. 1. Web Analytics<br />Unraveled<br />Measurement Framework, Tools and Dashboards- May 10, 2011<br />
  2. 2. If you don't know where you're <br /> going, any path will take you there.<br />
  3. 3. First Acknowledge Where You Are<br />Expert<br />Advanced<br />Performance Management<br />Integrated Marketing<br />Behavior Optimization<br />Website Metrics<br />Intermediate<br />Beginner<br /><ul><li>Predictive analytics
  4. 4. Click2Close reports
  5. 5. Push-pull tools
  6. 6. Multichannel analysis
  7. 7. Activity based costing
  8. 8. Social influence
  9. 9. Scenario forecasting
  10. 10. Segmentation
  11. 11. Personalization
  12. 12. SEO/SEM
  13. 13. KPI alerts
  14. 14. Cost-shifting
  15. 15. Real-time indicators
  16. 16. Social monitoring
  17. 17. Funnel analysis
  18. 18. A/B testing
  19. 19. Dashboards 1.0
  20. 20. KPI's
  21. 21. Path analysis
  22. 22. Landing pages
  23. 23. Custom tracking
  24. 24. Visits, page views
  25. 25. Top entry/exit
  26. 26. Traffic sources
  27. 27. Popular content
  28. 28. Keyword drivers
  29. 29. Conversions
  30. 30. Capacity/Uptime</li></ul>Strategic web<br />Focus on the customer, <br />optimize spend<br />Marketing-driven, metrics that matter, try & learn<br />IT-driven, feel good info<br />Modified version of slide #17 from "Establishing Your Online Analytics Maturity" by Stephane Hamel via Slideshare<br />3<br />
  31. 31. Next, Before You Measure Anything<br />Create a measurement framework<br />1. Business Objectives<br />2. Goals<br />3. Metrics<br />4. KPI's (driven by biz goals)<br />5. Targets<br />6. Dimensions<br />7. Segments<br />Source: "Web Analytics 101" by Avinash Kaushik<br />4<br />
  32. 32. Definitions<br />Example<br />Business Objective:<br />Why your brand is on the web.<br />Web Goals: <br />Strategies to accomplish your objectives.<br />Metrics:<br />A metric is a number.<br />Key Performance Indicators:<br />Metrics that help you understand how you're doing against your objectives.<br />Target:<br />Numerical values you have pre-determined as indicators success or failure.<br />Dimension:<br />An attribute of the Visitor to your website.<br />Segments:<br />A segment contains a group of rows from one or more dimensions.<br />Business Objective:<br />Retail foot traffic.<br />Web Goals:<br />Increase e-coupon usage.<br />Metrics:<br />80% of the #'s are irrelevant. 20% = KPI's<br />Key Performance Indicators:<br /># of Groupon sales<br /># of Individual memberships<br />Target:<br />Groupon: 8,000 sales per month<br />Memberships: 1,800 per month<br />Dimension/Segments:<br />Acquisition - Groupon ads, Mid-western US states, Females<br />Behavior - Website & Groupon conversions, (Action Alerts, Memberships)<br />Adapted from "Web Analytics 101" by Avinash Kaushik<br />5<br />
  33. 33. Previous example calculated without <br /> any help from a web analytics tool.<br />Statement by Avinash Kaushik<br />
  34. 34. Prioritize What You Plan to Measure<br />Website conversions<br />Social media participation<br />Social media monitoring<br />Social media advertising<br />Paid search<br />Organic search (onsite)<br />Organic search (offsite)<br />Crowdsourced couponing<br />Internet display advertising<br />Email (sales)<br />Email (service)<br />Blogging<br />Microblogging<br />Affiliate marketing<br />Aggregator marketing<br />Multimedia content syndication<br />Video & audio marketing<br />Landing page optimization<br />Location-based marketing<br />Co-branded partnerships<br />Mobile marketing<br />CreateKPI's<br />Mapped to objectives and goals<br />7<br />
  35. 35. Analytics Implementation Roadmap<br />u<br />v<br />Easy<br />EASE OF EXECUTION<br />w<br />x<br />Hard<br />IMPACT<br />Low<br />High<br />8<br />
  36. 36. Delicious Food Corp, Inc.<br />Easy<br />EASE OF EXECUTION<br />Groupon: 8,000 sales per month<br />Hard<br />IMPACT<br />Low<br />High<br />9<br />
  37. 37. Big Picture<br />10<br />
  38. 38. Website Analytics<br />11<br />
  39. 39. Website Analytics Tools<br />Under $500 /mo<br />Free<br />$50k-$1 million /yr<br />12<br />
  40. 40. Common Tool Features<br />Real-time analytics<br />Historical analytics<br />Standard & custom reports<br />Interactive graphs<br />Advanced segmentation<br />Referring page analysis<br />Click path analysis<br />Page & file type stats<br />Content stats<br />Keyword stats<br />Geographic insights<br />Campaign integration<br />Visitor insights<br />Rich user interface/dashboard<br />Goal conversions<br />Mobile tracking<br />Funnel reports<br />Track multiple domains<br />Comprehensive help guides<br />Mobile stats<br />Heatmaps<br />Notifications<br />Automated reporting<br />Access errors<br />13<br />
  41. 41. What's Commonly Measured<br />Behavioral Variables<br />Hit <br />Page view <br />Visit <br />First Visit<br />Unique Visitor <br />Repeat Visitors<br />New Visitor<br />Impression<br />Bounce Rate <br />Session Duration<br />Time on Page<br />Engagement Time<br />Page Views per Session<br />Session per Unique<br />Click path <br />Site Overlays<br />Temporal Variables<br />Day & Time<br />Recency<br />Frequency<br />Environmental Variables<br />IP address<br />Screen resolution<br />Browser type<br />Operating system<br />Location<br />Time zone<br />Referrer Variables<br />Referring domain<br />Campaign ID<br />Affiliate ID<br />14<br />
  42. 42. What Should Be Measured<br />Likelihood to convert by visitor type — instead of “number of visits”<br />Shortest paths to sale — instead of “top click streams”<br />Top conversion obstacles — instead of "top exit pages"<br />Daily revenue gap — instead of "daily bounce rate" (maximum revenue potential of a website minus actual revenue)<br />Page elements most interacted with — instead of "time on site"<br />15<br />
  43. 43. Impact<br />OLD SITE<br />NEW SITE<br />Likelihood to convert by visitor type<br />Tailored website ads to match user demographic/need<br />Shortest paths to sale<br />Removed 35% of homepage actions to widen funnel<br />Top conversion obstacles<br />Streamlined forms, added phone #'s, removed clutter<br />Daily revenue gap<br />Balanced against customer sat to maximize site revenue<br />Page elements most interacted with<br />Added interactive tools, video & social sharing<br />16<br />
  44. 44. Social Media Monitoring<br />
  45. 45. Factors Affecting the Selection of SMM Tools<br />Metrics offered<br />2.47<br />User interface<br />2.33<br />Ability to integrate<br />2.29<br />Price<br />2.13<br />Ability to schedule updates<br />1.82<br />Pro access to data streams<br />1.42<br />Relationship with vendor<br />1.39<br />On a scale of 1-4, with 4 being the most important factor - KISSmetrics & oneforty survey, May 2011<br />18<br />
  46. 46. What Companies Pay for SMM Tools<br />$100 per mo or less<br />54.7%<br />$100-$500 per mo<br />19.7%<br />$500-$5,000 per mo<br />19.0%<br />$5,000-$10,000 per mo<br />4.4%<br />$10,000+ per mo<br />2.2%<br />Source: KISSmetrics & oneforty survey, May 2011<br />19<br />
  47. 47. Free SMM Tools<br />Based on the chart developed by KISSmetrics & oneforty for their May 2011 survey<br />20<br />
  48. 48. Paid SMM Tools<br />Less Than $500 per Month<br />Greater Than $500 per Month<br />21<br />
  49. 49. Common Tool Features<br />Dashboard<br />Build database of influencers<br />Demographics<br />Custom listening queues<br />Social mentions & volume<br />Sentiment analysis<br />Content, keywords & tags<br />Engagement tools<br />Conversation history<br />Customer service outreach<br />Third-party integration<br />Customizable consoles<br />Mobile version<br />Visualization tools<br />Workflow management<br />Benchmark competitors<br />Social feeds<br />Search by media type<br />Reports and data exports<br />Support for multiple users<br />Training<br />Export data<br />Data archiving<br />Multiple language support<br />22<br />
  50. 50. What's Commonly Measured<br />Comments/mentions<br />Unique commenters<br /># of new commenters<br />Thread size<br />Time with content<br />Content downloads<br />Subscriptions/subscribers<br />Content views/plays/opens<br />Likes/follows/votes<br />Content sharing (retweets, stumbles, bookmarks) <br />Suggestions/feedback/comments<br />Spinoff content/link backs<br />Recommendations/ratings<br />Brand posts<br />Hashtags<br />Reach<br />Viewership<br />23<br />
  51. 51. What Should Be Measured<br />Lot's of things. Social metrics are evolving rapidly.<br />Things like vector analytics are upon us... <br />= the rate & direction of the change in the position of a brand<br />Source: Heardable.com 2.0, currently in alpha testing<br />24<br />
  52. 52. And Predictive Analytics<br />Source: Heardable.com 2.0, currently in alpha testing<br />= the path a brand is heading in over time<br />Dec 2011<br />Nov 2011<br />Oct 2011<br />Sept 2011<br />25<br />
  53. 53. Impact<br />If being the top performing brand in your industry on Facebook was one of your brand strategies for the next year and you could forecast that your top competitor was outpacing you 18:1, what would you do?<br />How about augmenting your social media tactics and realigning your online marketing budget so that you could make quick changes to influence next quarter's results?<br />Imagine if your shareholders had access to the same predictive analytics tools that you do -- would that prompt your management to approach social media any differently? <br />26<br />
  54. 54. Dashboards (scorecards).<br />27<br />
  55. 55. Google Analytics<br />28<br />
  56. 56. Omniture SiteCatalyst<br />29<br />
  57. 57. Radian 6<br />30<br />
  58. 58. eCairn<br />31<br />
  59. 59. Ideal Dashboard May Be Unattainable<br />* Limitations of legacy systems<br />* Data controlled by silo'd channels<br />* Limited budget/resources<br />* Lack of senior mngt advocate (CAO)<br />* Unrealistic timelines<br />* Rapid change/lack of standards<br />* Difficult/costly to integrate<br />* Data not always reliable (social)<br />* Every company's goals different<br />* Lack of skill set & expertise<br />32<br />
  60. 60. Dashboards Are Unique to Each Company<br />Website Analytics<br />Google Analytics<br />Omniture SiteCatalyst<br />Clicky<br />Woopra<br />Conversion Funnel<br />Unbounce<br />Omniture Test&Target<br />ClickTale<br />SnapEngage<br />Social Monitoring<br />eCairn<br />Radian6<br />SocialMention<br />Facebook Insights<br />Us vs. Competitors<br />Heardable<br />Compete<br />Nielsen Suite<br />comScore MobiLens<br />Content Optimization<br /> Omniture Publish <br /> Google Keyword Tool<br /> Covario Insight<br /> Zoomerang<br />Advertising <br /> Acxiom Digital Email<br /> Test&Target 1:1<br /> Commission Junction<br /> Vibrant VXPlatform<br />Production<br /> Salesforce CRM<br /> Custom Lead Mngt<br /> Call Center Reports<br /> Sales & Revenue <br />Server Side Analytics<br />Log Files<br />Uptime % and Errors<br />Page Load Speed<br />Intra-site Search Stats<br />Approx 80% of your value comes from 20% of your analytics data.<br />Context lies in the relationship between data points across platforms.<br />Custom build & integrate only what gives you a competitive advantage. <br />Subscribe to most analytics tools (more cost-effective, test & learn).<br />33<br />
  61. 61. Be Great At Analytics Tied to Your Goals<br />Website Analytics<br />Google Analytics<br />Omniture SiteCatalyst<br />Clicky<br />Woopra<br />Conversion Funnel<br />Unbounce<br />Omniture Test&Target<br />ClickTale<br />SnapEngage<br />Social Monitoring<br />eCairn<br />Radian6<br />SocialMention<br />Facebook Insights<br />Us vs. Competitors<br />Heardable<br />Compete<br />Nielsen Suite<br />comScore MobiLens<br />Content Optimization<br />Omniture Publish <br /> Google Keyword Tool<br />Covario Insight<br />Zoomerang<br />Advertising <br /> Acxiom Digital Email<br /> Test&Target 1:1<br /> Commission Junction<br /> Vibrant VXPlatform<br />Production<br /> Salesforce CRM<br /> Custom Lead Mngt<br /> Call Center Reports<br /> Sales & Revenue <br />Server Side Analytics<br />Log Files<br />Uptime % and Errors<br />Page Load Speeds<br />Intra-site Search Stats<br />Have site traffic but poor conversions?<br />Want to be the top performing brand in your industry on Facebook?<br />If SEO, content syndication & inbound link building are goals, then...<br />34<br />
  62. 62. Tools and tactics are essential, <br /> but strategy wins the war.<br />
  63. 63. If Your Goal Is To Dominate E-Commerce<br />Kosmix: Uses semantic analysis technology to track, filter and re-publish quality social media content.<br />April, 2011 <br />WalmartLabs new mission: To invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue.<br />You could purchase an analytics company, like Walmart did<br />36<br />
  64. 64. Chief Analytics Officer<br />Or hire one of these<br />37 of 10<br />
  65. 65. Super-Mega Dashboard Extraordinaire<br />[ INSERT YOUR BRAND NAME HERE ]<br />38<br />
  66. 66. data that drives decisions<br />heardable.com<br />
  67. 67. Photo Credits<br />http://www.deviantart.com/download/163636057/Fork_In_The_Road_by_rdj9.jpg<br />http://pauhanaparrotheads.org/wp-content/uploads/2011/01/Tiki-and-Party-006.jpg<br />http://goingout.urbanbacon.com/wp-content/uploads/2010/09/money.jpg<br />http://www.nottheads.com/images/100dollars.jpg<br />http://i33.tinypic.com/29zu0pj.jpg<br />http://www.toy-tma.com/wp-content/uploads/2009/12/Army-Men-Shadows-in-the-Mist.jpg<br />http://funnynerds.com/images/kravatte1024x768.jpg<br />http://http://www.cinemassivedisplays.com/Quad_Gemini_19DS.php<br />http://images.cdn.fotopedia.com/flickr-3147506658-hd.jpg<br />40<br />

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