Web Analytics Concepts & Theories

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Presentation for Robert Kozinets' Social Media for Marketing & Management class at the Schulich School of Business

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  • conversion & abandonment ratenumber of starters vs. number of completersloyaltynumber of visitsfrequency average amount of time between visitsrecencytime since last desired activity
  • involvementthe presence of a person at the various brand touchpointsinteractionthe actions people take while present at those touchpointsintimacythe affection/aversion a person holds for a brandinfluence the likelihood a person is to advocate on behalf of a brandclick depthdurationrecencyloyalty brand feedbackinteraction
  • assess the interaction between internal and external factors
  • Web Analytics Concepts & Theories

    1. 1. Web AnalyticsCONCEPTS & THEORIES<br />MKTG*6226 //CLASS LEADERSHIP PRESENTATION // MATT CASS<br />
    2. 2. agenda <br />introduction to web analytics<br />why it’s important<br />basic concepts & terms<br />web analytics vs. data mining<br />focus: analyzing engagement<br />output: presentation matters<br />web analytics in practice<br />
    3. 3. what is web analytics?<br />web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create an understanding of the visitor experience online<br />goal:identify and target responsive customers<br />
    4. 4. why it’s important<br />
    5. 5.
    6. 6.
    7. 7. basic concepts & terms<br />on-site<br />off-site<br />page views<br />conversion & abandonment rate<br />loyalty<br />frequency <br />recency<br />self-report<br />transaction history<br />online behaviour outside of your site<br />buzz <br />general <br /><ul><li>page tagging
    8. 8. cookies
    9. 9. geolocation
    10. 10. sentiment analysis</li></li></ul><li>engagement<br />source: Forrester Research<br />
    11. 11. web analytics vs. data mining<br />data mining<br />identifying patterns and correlations within databases<br />e.g. social network analysis<br />data gathering vs. data mining<br />
    12. 12. data presentation<br />know your audience!<br />dashboard <br />visual summary of information<br />persona<br />prototypical user characteristics<br />key performance indicators<br />ratios, percentages, averages<br />reports <br />any combination of the above<br />
    13. 13. web analytics in practice<br />define your key performance indicators<br />tie them to your business objectives<br />present your data in a meaningful way<br />know your audience<br />use web analytics as a learning tool<br />targeting and optimizing<br />make your “other media” more social<br />
    14. 14. thank you <br />twitter: @mattPROv1<br />facebook: <br />Social Media Marketing Research – Week 6<br />
    15. 15. basic concepts & terms<br />hits<br />an action on a website, e.g. user views a page or downloads a file<br />page views<br />actual visitor views or requests for information<br />visits<br />unit of activity on a website <br />unique visitors<br />number of visitors in a given timeframe <br />unique identified visitors<br />unique visitor that can be tied to specific personal information<br />
    16. 16. conversion funnel <br />
    17. 17. dashboard<br />
    18. 18. key performance indicators<br />
    19. 19. key performance indicators<br />
    20. 20. engagement framework<br />source: Forrester Research<br />

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