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Web analytics strategy jessica krywosa and rick allen

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  • 1. Web Analytics Strategy: Answering the Right Questions Jessica Krywosa Stamats Integrated Marketing: Suffolk University Technology Conference Rick Allen October 22, 2010 Babson College#SIMTech @jesskry • @epublishmedia
  • 2. Hi, I‟m Jessica.#SIMTech @jesskry • @epublishmedia
  • 3. Hi, I‟m Rick.#SIMTech @jesskry • @epublishmedia
  • 4. What we‟re talking about:#SIMTech @jesskry • @epublishmedia
  • 5. What we‟re talking about Web analytics strategy Trends & segmentation Campaign tracking & analytics goals Reporting Next steps: making it work#SIMTech @jesskry • @epublishmedia
  • 6. How many „hits/visits‟ are we getting?#SIMTech @jesskry • @epublishmedia
  • 7. How many „hits/visits‟ are we getting?#SIMTech @jesskry • @epublishmedia
  • 8. Define the „right‟ questions.#SIMTech @jesskry • @epublishmedia
  • 9. Trends & Campaigns Trends Campaign Tracking How do users travel through our Which mediums work best? site? Did users complete an action? Where are our most active visitors from? Is what we‟re doing working? Are we doing better or worse? What content is performing or How do people find us? underperforming?#SIMTech @jesskry • @epublishmedia
  • 10. Web Analytics Strategy#SIMTech @jesskry • @epublishmedia
  • 11. “Often numbers dont speak as loudly as they should because you are missing one simple ingredient: context.” Avinash Kaushik Author, Web Analytics 2.0#SIMTech @jesskry • @epublishmedia
  • 12. Analytics strategy puts data in context. Without context, data is meaningless.#SIMTech @jesskry • @epublishmedia
  • 13. Web Analytics Strategy University objectives What is the purpose of your website? Website goals What actions do you want people to take on your website to meet your university objectives? Measurement What relevant web metrics can be used to measure the efficacy of your website goals over time?#SIMTech @jesskry • @epublishmedia
  • 14. Measurement Trends Segmentation Campaign tracking Analytics goals KPIs#SIMTech @jesskry • @epublishmedia
  • 15. Trends & Segmentation http://www.flickr.com/photos/eworm/177950064/#SIMTech @jesskry • @epublishmedia
  • 16. Analysis & Hypothesizing Non-campaign YOY/MOM patterns User behavior Who, what, where, how–but not why#SIMTech @jesskry • @epublishmedia
  • 17. Who?#SIMTech @jesskry • @epublishmedia
  • 18. What?#SIMTech @jesskry • @epublishmedia
  • 19. Where?#SIMTech @jesskry • @epublishmedia
  • 20. How?#SIMTech @jesskry • @epublishmedia
  • 21. How? (cont.)#SIMTech @jesskry • @epublishmedia
  • 22. Make connections for deeper meaning.#SIMTech @jesskry • @epublishmedia
  • 23. Campaign Tracking & Analytics Goals http://www.flickr.com/photos/lawrence_evil/588771342/#SIMTech @jesskry • @epublishmedia
  • 24. Test your strategy. Make it purposeful.#SIMTech @jesskry • @epublishmedia
  • 25. Finding Answers with Campaign Tracking#SIMTech @jesskry • @epublishmedia
  • 26. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #1 Question Answer Optimize editorial What are the best Peak traffic by calendar (publishing times to publish campaign and frequency). content? day/time.#SIMTech @jesskry • @epublishmedia
  • 27. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #2 Question Answer Maximize use of Which content Peak traffic by content delivery delivery methods campaign content channels. are most effective? source (twitter, facebook, newsletter).#SIMTech @jesskry • @epublishmedia
  • 28. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #3 Question Answer Improve What content is Peak traffic by content/messaging most attractive to campaign (news, efficacy. our users? events, shared links) and medium (social media, email).#SIMTech @jesskry • @epublishmedia
  • 29. Finding Answers with Analytics Goals:#SIMTech @jesskry • @epublishmedia
  • 30. [analytics goals] Objective: Increase engagement Measure Website Goal #1 Question Answer Encourage visitors to What percentage of Analytics goal: explore website. users view at least 3 depth of visit = pages per visit? 3 or more.#SIMTech @jesskry • @epublishmedia
  • 31. [analytics goals] Objective: Increase engagement Measure Website Goal #2 Question Answer Engage visitors with What percentage Analytics goal: compelling content. of users remain time on page = on-page more 1 or more minutes. than 1 minute?#SIMTech @jesskry • @epublishmedia
  • 32. [analytics goals] Objective: Increase engagement Measure Website Goal #3 Question Answer Elicit user feedback. What percentage of Analytics goal: users comment page view = content? user comment (virtual) page.#SIMTech @jesskry • @epublishmedia
  • 33. Reporting http://www.flickr.com/photos/nataliejohnson/2195090407/#SIMTech @jesskry • @epublishmedia
  • 34. Audience VP/Director Knowledge base Timeliness Automate Share advanced segments#SIMTech @jesskry • @epublishmedia
  • 35. Frequency Monthly trends Quarterly – actionable Daily/Weekly – campaign based#SIMTech @jesskry • @epublishmedia
  • 36. Content Site traffic Organic referrals Asset update Campaign update (summer, yield) Social media growth & interactions Targeted email analytics (from ESP) Other site goals (form submission)#SIMTech @jesskry • @epublishmedia
  • 37. Structure Short and sweet Bulleted Minimal charts/graphs Tie to goals#SIMTech @jesskry • @epublishmedia
  • 38. Data is empty without action.#SIMTech @jesskry • @epublishmedia
  • 39. Next Steps: Making It Work http://www.flickr.com/photos/efilpera/3920499357/#SIMTech @jesskry • @epublishmedia
  • 40. Recommendations Gain support for analytics through education Understand what analytics cant tell you Measure performance over time based on website goals Start now and dont stop#SIMTech @jesskry • @epublishmedia
  • 41. Questions?#SIMTech @jesskry • @epublishmedia
  • 42. Thanks.#SIMTech @jesskry • @epublishmedia
  • 43. Jessica Krywosa @jesskry http://www.krywosa.com http://www.doteduguru.com Rick Allen @epublishmedia http://www.epublishmedia.com#SIMTech @jesskry • @epublishmedia