Why should You care about Web Analytics? After all, it’s not your job Peter O’Neill Freelance Web Analytics Consultant www.aussiewebanalyst.com

What I am going to be talking about Why I care What data can tell you and how it is used How this benefits you What can be tagged and what work is required What life should be like Closing arguments

Why I care

What data can tell you and how it is used

How this benefits you

What can be tagged and what work is required

What life should be like

Closing arguments

Why I care I am a web analyst – it is my job to care (and that could be on the line) I like numbers and data I get really frustrated when I don’t have the data I need for the complete story I like good websites and good marketing and work getting done right

I am a web analyst – it is my job to care (and that could be on the line)

I like numbers and data

I get really frustrated when I don’t have the data I need for the complete story

I like good websites and good marketing and work getting done right

What can the data tell you Visitor profiles – browser, screen resolution, settings Where visitors are coming from and how they find the site What actions they perform on the site and how they navigate around the site What visitors want to know and what features they find useful Are visitors doing what we expect and want them to do

Visitor profiles – browser, screen resolution, settings

Where visitors are coming from and how they find the site

What actions they perform on the site and how they navigate around the site

What visitors want to know and what features they find useful

Are visitors doing what we expect and want them to do

What decisions can be made Key point - data is useless if it is not used to make business decisions Ensure that site is designed to meet visitor needs/specifications Evaluate the performance of marketing campaigns Evaluate the effectiveness of product features Evaluate the effectiveness of site changes Allocate budget accordingly

Key point - data is useless if it is not used to make business decisions

Ensure that site is designed to meet visitor needs/specifications

Evaluate the performance of marketing campaigns

Evaluate the effectiveness of product features

Evaluate the effectiveness of site changes

Allocate budget accordingly

How this benefits you Decisions will be made and budget allocated based on data and results, not on politics or personal likes/dislikes or gut instinct Visibility of performance Good work gets recognised and rewarded, bad work gets canned People become accountable for their work

Decisions will be made and budget allocated based on data and results, not on politics or personal likes/dislikes or gut instinct

Visibility of performance

Good work gets recognised and rewarded, bad work gets canned

People become accountable for their work

What can be measured/tagged Visitors to the site Pages viewed Links/buttons/downloads on site that are clicked on Flash Forms – even forms that are abandoned Online marketing campaigns Ecommerce purchases made online Key point - a good naming convention is required so that reports make sense

Visitors to the site

Pages viewed

Links/buttons/downloads on site that are clicked on

Flash

Forms – even forms that are abandoned

Online marketing campaigns

Ecommerce purchases made online

Key point - a good naming convention is required so that reports make sense

What work is required All departments to work together A naming convention designed to be used with all codes The person/people responsible for adding tags to be included in any release discussions whether marketing campaign or site change Tags to be tested pre release Data to be reviewed and actually used to make future decisions

All departments to work together

A naming convention designed to be used with all codes

The person/people responsible for adding tags to be included in any release discussions whether marketing campaign or site change

Tags to be tested pre release

Data to be reviewed and actually used to make future decisions

What life should be like All departments recognising the benefits of web analytics and incorporating it as part of their day to day work Clear process to include tagging on all website features and marketing campaigns with timelines A constant cycle of develop, forecast, implement, evaluate, develop, etc The web analyst is highly respected in the organisation and no decision is made without checking with them first Pigs flying straight into ovens

All departments recognising the benefits of web analytics and incorporating it as part of their day to day work

Clear process to include tagging on all website features and marketing campaigns with timelines

A constant cycle of develop, forecast, implement, evaluate, develop, etc

The web analyst is highly respected in the organisation and no decision is made without checking with them first

Pigs flying straight into ovens

Closing arguments Yes it is additional work but when set up properly, not that much and the rewards are worth it The data provided is valuable throughout the company People will start being held accountable for their actions Customers will get a better website Your web analyst will thank you

Yes it is additional work but when set up properly, not that much and the rewards are worth it

The data provided is valuable throughout the company

People will start being held accountable for their actions

Customers will get a better website

Your web analyst will thank you