My presentation from eMetrics Stockholm 2012, where I spoke about web analytics for non-commerce sites, focusing on the importance of how to communicate data and insights in order to get management buy-in and grow the awareness and understanding of how to use web-analytics with an organization. When analyzing non-commerce sites you isn’t gifted with the two lovely and easy-to-understand metrics ‘orders’ and ‘revenue’, and if your site isn’t directly generating leads to sales department it is hard to keep the business focus on this area. Therefore I chose the subject to speak about how all of us working with non-commerce site should try set metrics into business context. Instead of reporting on visits and time on site, segment your traffic and talk about how many users you have who promote you or your brand, how many interact/engage with it and so on. This helps you – and the business – moving focus from visitors and page views. I share my idea of a simple framework, where the combination of traffic metrics, conversions and VOC.

1. ©2012 The LEGO Group Page 1
Web analytics for non-
commerce sites
Thomas Løjmann Jørgensen
@lojmann

2. @lojmann
• More than 8 years of experience in
online analytics & optimization
• Worked with some of the largest
companies in Denmark, Sweden and
Norway
• Working with analytics and
consumer insights for LEGO System
A/S
Thomas Løjmann Jørgensen
Experienced online business analyst and optimization specialist

3. @lojmann
Analytics is not for us,
we don’t have a web shop!
Myth #1

4. @lojmann
Non-commerce analytics is harder than
eCommerce analytics!
Myth #2

5. @lojmann
”Non-commerce analytics is harder,
when you do it wrong”

6. @lojmann
Your CEO don’t want metrics!

7. @lojmann
/kəmjuːnɪˈkeɪʃ(ə)n/

8. @lojmann
Back to basic!
Strategic foundation Infrastructure Insights & value
Define what to
measure and your
outcomes
Define how to
measure
Setup and
implement your
tracking tool(s)
Build and
anchor basis
understanding
and reporting
Analyze and
identify what
and where you
can optimize
Design and
test your
optimization
findings
- What is your business goals
- How do your website support them

9. @lojmann
Strategic foundation
Q: How does my website support the business?
• Recruitment
• Inspire & develop creativity
• Consumer service
• …
Strategic foundation
Define what to
measure and your
outcomes
Define how to
measure

10. @lojmann
• Download wallpapers
• View videos
• Play games
• Create LEGO ID
• LEGO Club membership
• Upload to gallery
• Comment on blog
• Post on message board
• Tip Friend
• Share via social media
• …
Metrics?

11. @lojmann
Segmenting users
• Download wallpapers
• View videos
• Play games
• Create LEGO ID
• LEGO Club membership
• Upload to gallery
• Comment on blog
• Post on message board
• Tip Friend
• Share via social media
Creators
Promoters
Viewers
Recruits

12. @lojmann

13. @lojmann
My Analytics Framework
My Analytics Framework
Traffic
Performance
Conversion
Performance
Satisfaction
Performance
• Unique visitors
• Visits
• Time spend / visit
• Pages / visit
• ...
Inspire & develop
- View products
- View video
- Play game
• NPS
• Surveys
• ...
Advocates
- Tip friend
- Social media actions
Recruitment
- LEGO ID signup
- CLUB membership
- Add to wishlist

14. @lojmann

15. @lojmann
Thomas Løjmann Jørgensen
Experienced online business analyst and optimization specialist
@lojmann
Questions?
http://dk.linkedin.com/in/lojmann