The Web Analytics Swiss Army Knife

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Consumers' buying journeys are more fragmented than ever before. Multiple devices, mediums and options to research and purchase make standard analytics approaches less predictable and reliable than in the past.

You need an Analytics Swiss Army Knife, a strategy that entails multiple analytics tools leveraged at the right time to produce better consumer insights than ever before. In this session you'll learn

Presented at ClickZ Live New York on Tuesday April 1, 2014.

Published in: Marketing, Technology, Business
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The Web Analytics Swiss Army Knife

  1. 1. The Analytics Swiss Army Knife How to Mix and Match Tools to Hone in on Consumer Intent Josh Braaten Director of Inbound Marketing Collegis Education
  2. 2. a Josh Braaten • Director of Inbound Marketing, Collegis Education • Vice President, MnSearch.org • Co-Founder, Glass en Masse • @JLBraaten • Plus.Google.com/Josh Braaten
  3. 3. Using a web analytics tool can feel like hacking away at a bunch of data. @JLBraaten
  4. 4. There’s a lot of good data to be analyzed, but it’s also imperfect in a lot of ways. Some information simply can’t be hacked. @JLBraaten
  5. 5. In reality, a more versatile toolset is required to reveal the true desires and intentions of our consumers. @JLBraaten
  6. 6. Let’s explore an analytics Swiss Army Knife, a utility that applies the right tool at the right time to hone in on consumer insights @JLBraaten
  7. 7. Use Case: Slice and dice visits and conversions to see what happens on your website Methodology: JavaScript-based web analytics @JLBraaten
  8. 8. a
  9. 9. Use Case: Pare down to why people act the way they do with targeted questions. Methodology: Website pop-up survey @JLBraaten
  10. 10. @JLBraaten
  11. 11. Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data @JLBraaten
  12. 12. Measuring Net Promoter Score over time can give you an overall key performance indicator (KPI) for the quality of your website. 35% 45% 40% 55% 20% 25% 35% 25% 40% 30% 25% 20% 0% 20% 40% 60% Q1 Q2 Q3 Q4 Website Net Promoter Score Over Time Loyalists Passives Detractors @JLBraaten
  13. 13. Qualaroo allows you to launch probing questions on the most important pages you find through segmenting your Google Analytics data. @JLBraaten
  14. 14. Qualaroo allows you to create new metrics that complement existing metrics from traditional web analytics platforms. @JLBraaten
  15. 15. Task completion rate is a superior KPI to time on site, pages per visit, time on page and any other proxy for engagement. 40% 90% 91% 94% 40% 42% 80% 82% 60% 61% 62% 63% 40% 80% 85% 88% 50% 55% 56% 54% 0% 25% 50% 75% 100% Q1 Q2 Q3 Q4 Task Completion Rate Trending by Website Segment Homepage Products Locations New Customers Service @JLBraaten
  16. 16. Qualaroo gives you an opportunity to ask your customers exactly how you can improve. @JLBraaten
  17. 17. Use Case: Pry into the minds of consumers on their purchase journey Methodology: Web-based concept and usability tests Bonus: Redeem gift code clickz2 for two free usability test credits on your website. Thanks @UserTesting! @JLBraaten
  18. 18. Tell users to search for your products like they normally would to reveal research paths. @JLBraaten
  19. 19. Find out where the consumer journey leads users to see how you fit into the overall big picture. @JLBraaten
  20. 20. Ask people to perform tasks on your website and compare you to competitors to gain insights. @JLBraaten
  21. 21. Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more. @JLBraaten
  22. 22. Use Case: Tighten your understanding of anecdotal insights with quantitative surveys Methodology: Widescale consumer surveys administered AdSense-style @JLBraaten
  23. 23. Don’t be afraid to throw ideas at real users in their earliest stages. You’ll save time and win more. Google Consumer Surveys @JLBraaten
  24. 24. Survey methodology is presented clearly and intuitively in the dashboard. Google Consumer Surveys @JLBraaten
  25. 25. Google Consumer Surveys @JLBraaten
  26. 26. Google Consumer Surveys @JLBraaten
  27. 27. Google Consumer Surveys @JLBraaten
  28. 28. Use Case: Uncap insights into questions as you plan your content experience. Methodology: Email, website or paid respondents (SurveyMonkey Audience) @JLBraaten
  29. 29. @JLBraaten
  30. 30. Collect survey responses via email, a link on a web page, or through paid responses (Audience). @JLBraaten
  31. 31. Conduct and share market research findings with your consumers to aid content marketing efforts. @JLBraaten
  32. 32. Unearth potential concerns and develop messaging to break down barriers to conversion. @JLBraaten
  33. 33. Use Case: Cut down to the best content ideas with controlled experiments. Methodology: A/B and MVT split-testing @JLBraaten
  34. 34. Test ideas head-to-head to prove out the best content experiences. Never take a step backward again. @JLBraaten
  35. 35. What fun is it to simply hack away at web analytics data by itself? @JLBraaten
  36. 36. Apply the analytics Swiss Army Knife concept to your next web analytics review session with the people on your team. @JLBraaten
  37. 37. You’ll be amazed at how much you can increase outcomes by using multiple tools together than by only using one web analytics platform. @JLBraaten
  38. 38. a Thank You! • @JLBraaten • Plus.Google.com/Josh Braaten

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