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Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012
 

Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012

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Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012

Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012

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    Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012 Workshop Google Analytics - Conferintele Nationale de E-Commerce, 8-9 mai 2012 Presentation Transcript

    • Google Analytics “I know that half of my advertising budget is wasted, but I’m not sure which half” Lord Leverhulme - un instrument dedicat eficientizarii afacerii tale - Conferintele Nationale de E-Commerce 9 mai 2012http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • La ce e bun un soft de Web Analytics?http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • La ce e bun un soft de Web Analytics? Din Web Analytics an Hour a Day, Avinash Kaushikhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Agenda prezentarii• Ce este si ce nu este Web Analytics, piata de analytics• Termeni din Analytics• KPI din business• THE THING! Ce urmarim folosind Web Analytics?• Cateva rapoarte din Google Analytics (intrebari blog)• Noutati in Google Analytics (intrebari blog)• Resurse si linkuri http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Ce este Web Analytics• http://en.wikipedia.org/wiki/Web_analytics• WAA Definition of Web Analytics: Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Ce nu este Web Analytics• 1000+ de rapoarte care sa-mi arate cat trafic am pe site-ul propriu, si ce bounce rate am. http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cat de sexy este Web Analytics• Masuratorile nu sunt sexy, dar la finalul unei zile obisnuite din activitatea voastra, sunt absolut necesare• Web Analytics nu este ceva greu, sa conduci un business este! http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Piata de Web Analytics• Peste 51% din companiile Top 1000 Fortune folosesc Google Analytics (GA)• In Romania, GA are un market share mai mare de 90%• http://istobe.com/blog/2010/01/25/e-commerce-web-analytics-market-share-january-2010/• http://blog.webanalyticssolutionprofiler.com/2010/02/who-run-analytics-top-500-retail-web-site-report/ http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Piata de Web Analyticshttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Web Analytics - Metodologia – Definirea metricilor de business, transpunerea obiectivelor in parametrii masurabili – Generarea rapoartelor de analytics – Analiza acestora – Optimizarea si luarea de masuri in sensul cresterii metricilor de businesshttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Termeni folositi in Web Analytics• Cookie• CTR• Vizita vs Click• Vizitator unic• Pagina de intrare• Pagina de iesire• Durata vizitei• Bounce, bounce rate• Referrer, canal media, campanie• Vizitator nou/vechi• Conversii• Rata de conversie, ecommerce cv, goal cv• Goal Value http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • KPI: e-Commerce• Conversia site-ului (ecommerce conversion rate)• Comanda medie (average order value – AOV)• Numarul de produse dintr-o comanda (items per order – IPO)• Procesul de comanda (checkout/order funnel)• Deviatorii de la funnelul de comanda (purchase channel defectors)• Elemente de vanzare offline (offline sales tools: ex – click to call phone)• Clientii noi vs. Clientii vechi (FTB vs RB) http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Rate de conversii medii• Rata de conversie medie pentru un magazin online generalist ~ 1%• Rata de conversie medie pentru un magazin online de nisa > 1%, 3-5% chiar mai mult ~10%• Rate de conversie medii – Direct 0.85% – 1% – Google Organic 0.35%-0.75% – Google CPC 0.15% - 0.55% – Price/Shopmania/Compari 1.15% - 1.35% – Banner Advertising 0.01% - 0.10% – Bloguri 0.01% - 0.10% – Social media 0.15% - 0.85% http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Ce urmarim folosind Web Analytics?Analiza eficientei campaniilor de marketinghttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Care este campania castigatoare? - din cele 3 cu glaben -• ROI = Venituri(Adaosuri) – Costuri / Costuri % http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Ce ne trebuie sa construim tabelul?1. Sa avem Google Analytics instalat2. Sa legam conturile de Analytics cu cel de Adwords3. Sa avem setat GOAL-uri (pt CRO)4. Sa marcam campaniile folosind URL builder5. Sa avem tracking-ul de ecommerce pus http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Bounce Rate http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Raportul optim intre diferite canale media http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Tracking comenzi offline, telefonice• Tel diferit Adwords• Script GA executat la introducerea comenzii in consola http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Analiza eficientei campaniilor de mktg http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Despre cresterea ratei de conversie – Traffic sources > Sources > All Traffic > Ecommerce – Conversions > Goals > Funnel Visualization• Modele de crestere a conversiei (landing page optimization) – MarketingExperiments Conversion Sequence – WiderFunnel L.I.F.T. http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Despre cresterea ratei de conversiehttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • • …• ClickTale.com – 99/299/990 USD/luna http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog)• Funnel visualization http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) - sitesearch http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) - ecommerce http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) – filtre + segmente http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) – filtre + segmente http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) – custom reports http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Cateva rapoarte din Google Analytics (intrebari blog) – custom reports http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Noutati in Google Analytics (intrebari blog)• Social media report http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Noutati in Google Analytics (intrebari blog)http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Noutati in Google Analytics (intrebari blog)http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Noutati in Google Analytics (intrebari blog)http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • Noutati in Google Analytics (intrebari blog) – attribution modelinghttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • So what?• Un test interesant legat de rapoartele de analytics este testul „si ce daca?”. Imaginati-va urmatorul dialog, dintre un “webanalist” si seful sau, un manager cu functie decizionala. – Analistul: Acestea sunt paginile de pe care s-au produs cele mai multe exit-uri in luna martie 2010. – Sefu’: Si ce daca? – Analistul: Trebuie sa ne concentram pe aceste pagini caci ele sunt puncte unde pierdem trafic, si nu e bine! – Sefu’: Si ce daca? Le urmarim de 6 luni evolutia si vad ca nu s-a schimbat nimic, desi am mai aranjat site-ul. – Analistul: Daca vom reusi sa ii facem sa nu mai plece din site, atunci e clar ca vor sta mai mult pe site la noi, deci vom avea mai multe pagini vizitate. – Sefu’: Si ce daca? Nu trebuie sa iasa pe undeva din site lumea? http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • KPI: e-Commerce• Conversia site-ului (ecommerce conversion rate)• Comanda medie (average order value – AOV)• Numarul de produse dintr-o comanda (items per order – IPO)• Procesul de comanda (checkout/order funnel)• Deviatorii de la funnelul de comanda (purchase channel defectors)• Elemente de vanzare offline (offline sales tools: ex – click to call phone)• Clientii noi vs. Clientii vechi (FTB vs RB) http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Va multumesc!• http://LiviuTaloi.ro• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro• Pe Twitter, FaceBook si alte relete sociale – http://twitter.com/ltaloi – http://www.facebook.com/ltaloi – Etc… http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Carti• Web Analytics an hour a day – Avinash Kaushik• Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity – Avinash Kaushik• Actionable Web Analytics: Using Data to Make Smart Business Decisions - Jason Burby, Shane Atchison, and Jim Sterne• Advanced Web Metrics with Google Analytics, 2nd Edition - Brian Clifton http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Definitii• http://en.wikipedia.org/wiki/Web_analytics• http://www.webanalyticsassociation.org/ http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Piata de Web Analytics• http://istobe.com/blog/2010/01/25/e-commerce-web-analytics-• http://blog.webanalyticssolutionprofiler.com/2010/02/who-run- http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Instalare GA• http://blog.cherouvim.com/best-way-to-integrate-google-a - gazduire GA pe serverul propriu• http://www.google.com/support/googleanalytics/bin/answer.py – goals cu aceleasi url-uri• http://www.google.com/support/googleanalytics/bin/answer.py – url builder• http://code.google.com/apis/analytics/docs/tracking/gaTrackin - ecommerce tracking• http://www.liviutaloi.ro/gaAddons.js - tracking-ul prin Events a exiturilor si downloadarilor de materiale (pdf, zip etc) http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Tracking campanii interne de marketing• Cu evenimente – Pe banner se pune codul specific unui eveniment, deci functia _trackEvent(), si in parametrii punem zona de banner, numele campaniei = numele produsului – http://www.tealium.com/blog/web-analytics/tracking-interna• Prin site_search – Punem 2-3 parametrii pe URL-urile de la bannerele internet, apoi introducem aceste variabile, intr-un alt profil, in site search – http://cutroni.com/blog/2010/03/30/tracking-internal-campa http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Help GA• Libraria de functii si proceduri GA: http://code.google.com/apis/analytics/docs/gaJ• Cookie-urile GA - http://code.google.com/apis/analytics/docs/con http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Blogs, Autori importanti• Google Analytics Blog – http://analytics.blogspot.com• Occam’s Razor – http://kaushik.net/avinash/• Web Analytics Demystified – http:// www.webanalyticsdemistified.com/weblog• Lies, Damned Lies… - http://www.liesdamnedlies.com• Analytics Talk – http://epikone.com/blog• Commerce360 Blog – http://blogs.commerce360.com/• LunaMetrics Blog – http://lunametrics.blogspot.com• Instant Cognition – http://blog.instantcognition.com• Applied Insights Blog – http://snipurl.com/neilmason/• OX2 Blog – http://webanalytics.wordpress.com http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Despre Liviu TALOI• Liviu Taloi a facut parte din echipa celui mai important magazin online romanesc - eMAG.ro, unde a fost PR Manager timp de aproximativ 3 ani..• Din 2005, Taloi a fondat compania de consultanta Web Audit specializata in ecommerce si evaluari de site-uri. Ca si consultant Taloi a fost practic Manager de Proiect pentru fiecare client, desfasurand activitati precum: analizarea si optimizarea uzabilitatii si problemelor de functionalitate ale unui site, cresterea ratei de conversie, testarea comportamentului consumatorului folosind instrumente precum Google Website Optimizer, administrarea si recrutarea pentru formarea principalelor departamente ale unui magazin online, crearea de campanii de promovare si marketing, masurarea parametrilor de business si analytics.• Impreuna cu Andrei Radu, Liviu Taloi a dezvoltat metodologia si a organizat testele de usability pentru Gala Premiilor eCommerce (GPeC) inca din 2007. Bazata pe standarde internationale, scopul testelor de uzabilitate este de a determina principalele probleme aparute cand un consummator obisnuit doreste sa cumpere online.• In ultimii ani, Liviu Taloi a oferit consultanta de specialitate la mai mult de 20 de magazine online romanesti. Multe dintre acestea sunt acum lideri de piata in nisa lor.• In afara de consultanta si testele de usability, Taloi este de asemenea speaker la conferinte si seminarii in special dedicate comertului electronic, fiind foarte apreciat de catre participanti. Scrie articole si analize de piata pentru publicatii online si reviste tiparite. In 2008 a fost trainerul care a lansat primul curs de comert electronic, numit “iSell”, si de asemenea a lansat o serie de 7 seminarii online – webinarii - dedicate problemelor uzuale ale magazinelor online numit “WebSell”.• Taloi a fost in echipa care a lucrat la Studiul National pentru E-Commerce cerut de ANCOM in Octombrie 2008 ca si in echipa care a elaborat Studiul E-Commerce din Romania din 2006 cerut de catre MCTI. Ultima implicare in acest tip de sondaje a fost la finalul anului http://liviutaloi.ro 2010 cand impreuna cu organizatorii Galei Premiilor eCommerce a elaborat a doua editie a Studiului National pentru E-Commerce. http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/