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Darrell Sandefur   Web Analytics Wednesday Cincinnati   20090709
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Kroger's Darrell Sandefur shared his view of how different measures matter to different parts of the organization. A very detailed and insightful description of which measures to use by job function, ...

Kroger's Darrell Sandefur shared his view of how different measures matter to different parts of the organization. A very detailed and insightful description of which measures to use by job function, thanks Darrell!

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Darrell Sandefur Web Analytics Wednesday Cincinnati 20090709 Presentation Transcript

  • 1. Web Analytics KPIs & Other Important Acronyms/Initials! Darrell Sandefur 7/8/2009
  • 2. Content  Ideologies  Use Case Scenarios  Roles  Tools of the Trade  Interests  KPIs  Other Analytics & Metrics  Q&A
  • 3. Ideologies  To measure is to know – if you don’t measure, you don’t know  Make principal-based, data-driven decisions  Measure twice, report once  Determine value of non-monetary conversions  Beware intuition
  • 4. Use Case Scenarios
  • 5. Roles  Advertiser & Marketer  Architect  Business Manager  Designer  Developer  E-commerce Director  Merchandiser  Operations & Support  Procurement & Project Managers  User Experience
  • 6. Advertiser & Marketer  Tools of the Trade:  KPIs:  Advertising Management  Ads -  E-mail Service Provider (ESP)  Clicks (click rate or click-throughs)  Web Analytics  Impressions  Interests:  View-throughs  Advertising effectiveness  Affinity (audience also likes and/or visits)  Conversions (conversion rate)  E-mail -  E-mail success  Bounce (undelivered)  Search Engine Marketing (SEM)  Clicks  What sites visitors come from  Delivered  Where visitors go within site (sections)  Opted Out  Where visitors go after visiting  Responded  Geolocation  Page Views (PV)  Post-click Conversion Activities (PCCA)  Post-impression Activities (PIA)  Search -  Engines :  Natural keywords  Pay Per Click (PPC) keywords  Internal :  Onsite Search Terms  Number of Search Results  Traffic (frequency)
  • 7. Architect  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Systems –  Capacity (Load/Stress Testing)  Engineering  Upgrades  KPIs:  Page Views  Unique Visitors  FITB…
  • 8. Business Manager  Tools of the Trade:  Next/Previous Page  E-mail Service Flow Provider (ESP)  Page Views for  Web Analytics Unique Visitors  Interests:  Pathing -  It depends!  Entries  KPIs:  Exits  Advertiser/Marketer  Searches to Orders KPIs  Geolocation -  Time Spent on Page  Countries  Traffic Frequency (quantcast.com) -  Regions (time  Addicts zones)  State  Regulars  Cities  Passers-by  Monthly Unique  Unique Visitors Visitors (MUV)  Visit Number  Monthly Visits (MV)  Visits to Orders
  • 9. Designer  Tools of the Trade:  Web Analytics  Interests:  System Requirements  KPIs:  Browsers  Demographics  Mobile (devices)  Screen:  Height  Width
  • 10. Developer  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Application –  Performance  Specifications  Visitor (Technology) Profile  KPIs:  Browser (Types)  Cookies (On or Off)  Daily, Weekly, or Monthly Average Page Views  Daily, Weekly, or Monthly Average Unique Visitors  JavaScript –  On or Off  Version
  • 11. E-commerce Director  Tools of the Trade:  Web Analytics  Interests:  Conversions  KPIs:  Abandonment  Competition  Fallout  Most Popular Paths  Order Conversion Rate  Orders  Purchase Conversion Funnel -  Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket)  Average Revenue Per Unit  Average Revenue Per Visit  Average Units Per Order  Revenue  Searches to Orders (STO)  Shoppers -  NS – New Shoppers  RS – Return Shoppers  SES – Search Engine Shoppers  Visits to Orders (VTO)
  • 12. Merchandiser  Tools of the Trade:  Web Analytics  Interests:  A/B Testing  User Experience  KPIs:  Advertiser/Marketer KPIs  Product(s)  Site Section (channel)
  • 13. Operations & Support  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Availability (# of 9s)  Performance  Stability  Interests:  Page Views # or % -  Decrease  Increase  Response Time  Availability  Consistency
  • 14. Procurement & PMs  Tools of the Trade:  Web Analytics  Interests:  Billing  Solutions (PM)  Trending for contract licensing  KPIs:  Monthly or Annual Page Views  Server calls
  • 15. User Experience  Tools of the Trade:  Web Analytics  Interests:  Human-to-Computer Interaction (Heuristics)  Eye Tracking  KPIs:  Heatmap Overlay -  Graphical  Raw data  Page Flow -  Next  Previous
  • 16. Other Analytics & Metrics  Alexa, Compete, comScore, Hitwise, Quantcast, etc.:  Affinity (audience also likes)  Business Intelligence (BI)  Demographics (age, female/male, etc.)  Marketing Research  Online and Search Advertising/Marketing data  Gomez, Keynote, etc. (individual page or multi-step transaction):  Availability  Consistency  Performance  Other Solutions:  Google –  Alerts  Trends  Microsoft adCenter Labs (a.k.a., adLabs)  SiteCatalyst/Twitter integration
  • 17. Q&A  The only stupid question is the one left unasked!