Case V Web Analytics

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Slides about Web Analytics from the CASE V conference in Chicago Dec 2008.

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  • Introduction and quick contact information.
  • Case V Web Analytics

    1. 1. Kyle James [email_address] twitter.com/kylejames linkedin.com/in/jameskm03
    2. 2. Points to Cover <ul><li>Apology – it’s technical </li></ul><ul><li>Building the Argument </li></ul><ul><li>Key Performance Indicators (KPI) </li></ul><ul><li>Understanding Key Terminology </li></ul><ul><li>All Things Google Analytics </li></ul><ul><li>Additional Analytics </li></ul><ul><li>4 Rules of Analytics </li></ul>
    3. 3. If a tree falls in a forest and no one is around to hear it, does it make a sound?
    4. 4. Are you listening to what your visitors tell you?
    5. 5. ? How are you making web decisions?
    6. 6. What is the purpose of our website?
    7. 7. Alfred Sloan on a Professional Manager
    8. 9. What is Important?
    9. 10. Understanding Analytics Terms
    10. 11. Understood Terms <ul><li>Visits </li></ul><ul><li>Pages/Visit </li></ul><ul><li>Absolute Unique Visits </li></ul><ul><li>% New Visits </li></ul><ul><li>Traffic Source </li></ul><ul><li>Landing Page </li></ul>
    11. 12. Misunderstood Terms <ul><li>Pageviews </li></ul><ul><li>Avg. Time on Site </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Exit Rate </li></ul><ul><li>Traffic Types </li></ul>
    12. 13. Pageviews For more Info: doteduguru.com/case/pageviews
    13. 14. Avg. Time on Site
    14. 15. Bounce Rate Exit Rate Bounce Rate Exit Rate * a Bounce is always an Exit, but an Exit is not always a Bounce
    15. 16. Traffic Types
    16. 17. Benchmarking
    17. 18. edurank.nucloud.com
    18. 19. Website Grader For more Info: doteduguru.com/case/grader
    19. 20. Benchmarking Google Analytics Society -> Education -> Colleges & Universities
    20. 21. Types of Clickstream Data <ul><li>Web Logs </li></ul><ul><li>Web Beacons </li></ul><ul><li>Packet Sniffing </li></ul><ul><li>JavaScript Tags </li></ul>For more Info: doteduguru.com/case/datatypes
    21. 22. Choosing an Analytics Package For more Info: doteduguru.com/case/compare
    22. 23. 10/90 Rule Avinash Kaushik Occam’s Razor
    23. 24. Google Analytics?
    24. 25. Installing Google Analytics For more Info: doteduguru.com/case/gabasics
    25. 26. Installing Google Analytics For more Info: doteduguru.com/case/codecheck SiteScan http://www.sitescanga.com/ WASP http://wasp.immeria.net/
    26. 27. Data Overload? <ul><li>Segment </li></ul><ul><li>Filter </li></ul>
    27. 28. Google Analytics Profile <ul><li>Up to 100 Profiles </li></ul><ul><li>with www or without </li></ul><ul><li>Setup Default page </li></ul><ul><li>Exclude URL Query </li></ul><ul><li>Setup Site Search </li></ul>
    28. 29. Google Analytics Profile For more Info: doteduguru.com/case/gabasics
    29. 30. Standardizing Data What’s wrong with this picture?
    30. 31. Standardizing Data For more Info: doteduguru.com/case/filters
    31. 32. Standardizing Data For more Info on URL Canonicalization: doteduguru.com/case/www www.wofford.edu or wofford.edu
    32. 33. Filter Because you don’t always want everything
    33. 34. Selected Filters <ul><li>Sub-domain Traffic </li></ul><ul><li>Include All Domain Traffic </li></ul><ul><li>Exclude IP Traffic </li></ul><ul><li>Directory Specific </li></ul><ul><li>Country/Region/City </li></ul><ul><li>Full Referral URL </li></ul>For more Info: doteduguru.com/case/filters
    34. 35. Tracking and Tagging
    35. 36. Destination URL Tagging For more Info: doteduguru.com/case/urlbuilder http://doteduguru.com/id753-free-destination-url-builder.html?utm_source=case&utm_medium=presentation&utm_campaign=conference
    36. 37. Tracking Links For more Info: doteduguru.com/case/tagging <ul><li>PDF Tracking </li></ul><ul><li>Image Tracking </li></ul><ul><li>Download Tracking </li></ul><ul><li>External Links Tracking </li></ul><ul><li>Multiple Links Tracking </li></ul><ul><li>Flash Tracking - Video </li></ul>
    37. 38. Tracking Flash For more Info: doteduguru.com/case/flash
    38. 39. Tagging Audience Segments For more Info: doteduguru.com/case/tagging
    39. 40. Reports
    40. 41. Site Search Report For more Info: doteduguru.com/case/sitesearch
    41. 42. Keyword Report
    42. 43. Content by Title Report
    43. 44. Referring Sites Report
    44. 45. 404 Error Page Report For more Info: doteduguru.com/case/404
    45. 46. Advanced Segmentation For more Info: doteduguru.com/case/segment
    46. 48. Wait… There’s more
    47. 49. Offline Campaigns For more Info: doteduguru.com/case/redirects
    48. 51. For more Info: doteduguru.com/case/emailstats
    49. 52. For more Info: doteduguru.com/case/email
    50. 53. Blogs For more Info: doteduguru.com/case/blogs
    51. 54. RSS Statistics
    52. 55. ShareThis Tracking
    53. 56. Web Analytics 2.0 For more Info: doteduguru.com/case/analytics20
    54. 57. Ask Your Audience
    55. 59. Social Media For more Info: doteduguru.com/case/socialmediaintro doteduguru.com/case/socialmediaresearch doteduguru.com/case/socialmediamarketing
    56. 60. Monitor Social Media Growth For more Info: doteduguru.com/case/facebook
    57. 61. Do Numbers Have Value? For more Info: doteduguru.com/case/value
    58. 62. Monitor Social Media Growth For more Info: doteduguru.com/case/linkedin
    59. 63. Video Analytics
    60. 64. Monitoring Online Identity
    61. 65. RSS and Alerts For more Info: doteduguru.com/case/monitor
    62. 66. Viral Campaigns For more Info: doteduguru.com/case/viral
    63. 67. Web Analytics Rule #1 “Set Goals” #1
    64. 68. Web Analytics Rule #2 “Always Be Testing” #2
    65. 69. Web Analytics Rule #3 “Don’t get caught up in the numbers. Look at the TRENDS” #3
    66. 70. Web Analytics Rule #4 “Setup a reporting schedule and track key metrics” #4
    67. 71. Setting Goals <ul><li>X campus visits scheduled a month </li></ul><ul><li>X number of viewbooks downloaded a month </li></ul><ul><li>Lower bounce rate on specific landing page X % over next month </li></ul><ul><li>Get donor email campaign to generate X amount over next month </li></ul><ul><li>Increase our video exposure X % for next month </li></ul><ul><li>Promote and increase presence on a social network by X% </li></ul>
    68. 72. Kyle James [email_address] twitter.com/kylejames linkedin.com/in/jameskm03 doteduguru.com/case Questions ?

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