Why Should You Care About Web Analytics


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A presentation that was written for BarCampLondon5. It covers why web analytics benefits everyone in an organisation and how people should therefore work together to ensure all code is correctly implemented.

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Why Should You Care About Web Analytics

  1. 1. Why should You care about Web Analytics? After all, it’s not your job Peter O’Neill Freelance Web Analytics Consultant www.aussiewebanalyst.com
  2. 2. What I am going to be talking about <ul><li>Why I care </li></ul><ul><li>What data can tell you and how it is used </li></ul><ul><li>How this benefits you </li></ul><ul><li>What can be tagged and what work is required </li></ul><ul><li>What life should be like </li></ul><ul><li>Closing arguments </li></ul>
  3. 3. Why I care <ul><li>I am a web analyst – it is my job to care (and that could be on the line) </li></ul><ul><li>I like numbers and data </li></ul><ul><li>I get really frustrated when I don’t have the data I need for the complete story </li></ul><ul><li>I like good websites and good marketing and work getting done right </li></ul>
  4. 4. What can the data tell you <ul><li>Visitor profiles – browser, screen resolution, settings </li></ul><ul><li>Where visitors are coming from and how they find the site </li></ul><ul><li>What actions they perform on the site and how they navigate around the site </li></ul><ul><li>What visitors want to know and what features they find useful </li></ul><ul><li>Are visitors doing what we expect and want them to do </li></ul>
  5. 5. What decisions can be made <ul><li>Key point - data is useless if it is not used to make business decisions </li></ul><ul><li>Ensure that site is designed to meet visitor needs/specifications </li></ul><ul><li>Evaluate the performance of marketing campaigns </li></ul><ul><li>Evaluate the effectiveness of product features </li></ul><ul><li>Evaluate the effectiveness of site changes </li></ul><ul><li>Allocate budget accordingly </li></ul>
  6. 6. How this benefits you <ul><li>Decisions will be made and budget allocated based on data and results, not on politics or personal likes/dislikes or gut instinct </li></ul><ul><li>Visibility of performance </li></ul><ul><li>Good work gets recognised and rewarded, bad work gets canned </li></ul><ul><li>People become accountable for their work </li></ul>
  7. 7. What can be measured/tagged <ul><li>Visitors to the site </li></ul><ul><li>Pages viewed </li></ul><ul><li>Links/buttons/downloads on site that are clicked on </li></ul><ul><li>Flash </li></ul><ul><li>Forms – even forms that are abandoned </li></ul><ul><li>Online marketing campaigns </li></ul><ul><li>Ecommerce purchases made online </li></ul><ul><li>Key point - a good naming convention is required so that reports make sense </li></ul>
  8. 8. What work is required <ul><li>All departments to work together </li></ul><ul><li>A naming convention designed to be used with all codes </li></ul><ul><li>The person/people responsible for adding tags to be included in any release discussions whether marketing campaign or site change </li></ul><ul><li>Tags to be tested pre release </li></ul><ul><li>Data to be reviewed and actually used to make future decisions </li></ul>
  9. 9. What life should be like <ul><li>All departments recognising the benefits of web analytics and incorporating it as part of their day to day work </li></ul><ul><li>Clear process to include tagging on all website features and marketing campaigns with timelines </li></ul><ul><li>A constant cycle of develop, forecast, implement, evaluate, develop, etc </li></ul><ul><li>The web analyst is highly respected in the organisation and no decision is made without checking with them first </li></ul><ul><li>Pigs flying straight into ovens </li></ul>
  10. 10. Closing arguments <ul><li>Yes it is additional work but when set up properly, not that much and the rewards are worth it </li></ul><ul><li>The data provided is valuable throughout the company </li></ul><ul><li>People will start being held accountable for their actions </li></ul><ul><li>Customers will get a better website </li></ul><ul><li>Your web analyst will thank you </li></ul>