Analytics / Measurement.ie

Google analytics @laurenceveale

The practice of measuring,collecting, analysing, andreporting on internet data tounderstand how a site is used andhow to optimise its usage. The customer isspeaking to you, are you listening?

Better understand our users.Make decisions based on data, nothunches.Improve conversions and sales.

Standardreports

Way too much data.

Gone ﬁshing?

or diving?

Step out of analyticsWhat’s our purpose (business objectives)? Generate online sales of €1million Maximise lifetime customer value Create leads Reduce costs through self service Brand engagement* * I’ve no idea what this last one means

Objectives, KPIs, MetricsGenerate online sales of €1million

Objectives, KPIs, MetricsGenerate online sales of €1million Monthly online sales of €83,000

Objectives, KPIs, MetricsGenerate online sales of €1million Monthly online sales of €83,000 Transactions, average order value, conversion rate, visits & more

We do this because it getsus to focus on the things that matter most.

A funnel

A funnel goal

A funnel a step another step and another step goal

“branded” keywords Visited from mobileFrom SOCIAL MEDIA Spent more than €150

End-to-end model Acquire Behave ConvertWhere are we spending WhAT are visitors doing Are they time & NOT DOING? converting? & money?

Acquire Behaviour Outcomes Outcomes

Should we invest in mobile?

Who Behaviour Outcomes

Who Behaviour Outcomes 16% 9%

insight.

2012 Conversions > Goals > Goal ﬂow

Conversions > Multichannel funnels

Analytics is only the start of the journey...

The best online survey ever? KissInsights.com

Key takeaways•Focus on objectives•Customise & segment•Visualise•Don’t just report, take action

thanks!

Tag everything?utm_campaign=Analytics_Awareness&utm_medium=banner&utm_source=boards.ie

onClick="javascript:pageTracker._trackPageview(/virtual/phonegallery/featureselector/feature-[feature clicked]);"

Ofﬂine to online

Analytics / Measurement.ie

by Lar Veale on Feb 14, 2012

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