Web Analytics And Reports

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Web Analytics And Reports

  1. 1. Web Analytics and Report Management System Raony Guimarães raony@medicalmedia.nl
  2. 2. Topics • WebAnalytics • Gezondheidsplein - Overview • Competitors • Reports • Internal Control • External Control
  3. 3. Definition • Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.
  4. 4. Why use WebAnalytics ?
  5. 5. Definition • Data VS Information • The Curse of Dimensionality
  6. 6. Analytics
  7. 7. Analytics - Top Content What are the most commonly viewed pages on your site, and how are they used?
  8. 8. Analytics - Top Content
  9. 9. Analytics - Top Content - Aandoeningen
  10. 10. Analytics - Top Exit Pages:  From which pages do people exit your site?
  11. 11. Analytics - Top Exit Pages:
  12. 12. Analytics - Site overlay • Viewing clicks, conversions, and revenue metrics for each link.
  13. 13. Analytics - Site overlay
  14. 14. Analytics - Site overlay
  15. 15. Analytics - Site overlay
  16. 16. Analytics - Keywords (70%)  Click to edit the outline  Gezondheidsplein  text format gezondheidsplein.nl longontsteking buikpijn Second Outline    gezondheid lage bloeddruk Level    keelontsteking  ischias − Third Outline  blaasontsteking zwangerschap  Level  hoge bloeddruk medisch woordenboek Fourth Outline    www.gezonheidsplein.nl  oorontsteking Level  overgang  vleesboom − Fifth  voedselvergiftiging  Schimmelinfectie  standjes Outline  spruw Level
  17. 17. Analytics - Keywords (70%)  Click to edit the outline text format  Second Outline Level − Third Outline Level  Fourth Outline Level − Fifth Outline Level
  18. 18. Competitors • How to identify and study our competitors ? • How to identify and increase our campaigns ?
  19. 19. Competitors ??? http://www.gezondheidsplein.nl/ http://www.gezondvgz.nl/ http://www.gezondheidsnet.nl/ http://www.gezondvgz.nl/ http://www.gezondheid.plein.nl/ http://gezondheidplein.nl/ http://plein.nl
  20. 20. Google Rank Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag
  21. 21. Google Rank Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag
  22. 22. Competitors
  23. 23. Competitors
  24. 24. Competitors
  25. 25. 20 Most Popular Health Websites - June 2009  1 | WebMD.com  11| everydayHealth.com Click to edit the outline  2 | NIH.gov  text format 12 | RightHealth.com 3 | MedicineNet.com 13 | wellsphere.com Second Outline     4 | MayoClinic.com  Level 14 | FamilyDoctor.org 5 | Drugs.com 15 | QualityHealth.com − Third Outline    6 | Yahoo! Health  16 | HealthCentral.com Level 7 | RxList.com 17 | Prevention.com Fourth Outline     8 | RealAge.com  18 | Health.com Level  9 | MedHelp.org  19 | RevolutionHealth.com − Fifth  10 | Healthline.com  20 | eMedicine.com Outline Source: Inbound Links, Google Page Rank, Alexa Rank, and traffic data from Compete and Quantcast. Level
  26. 26. 20 Most Popular Health Websites - June 2009 Click to edit the outline  text format  Second Outline Level − Third Outline Level  Fourth Outline Level − Fifth Outline Level
  27. 27. Alexa
  28. 28. Alexa Suggestions If you like gezondheidsplein.nl you  Click to 7. Medicinfo.nledit the outline may also like: text format www.medicinfo.nl/ 1. Ziekenhuis.nl  Second 8. GezondheidsNet Outline www.ziekenhuis.nl/ Level www.gezondheidsnet.nl/ 2. Medischestartpagina.nl − Third Outline 9. Gezondheid.be www.medischestartpagina.nl/ Level www.gezondheid.be/ 3. Achmea Health 10. ConsuMed Fourth Outline  www.achmeahealth.nl/ www.consumed.nl/ Level 4. Zorgkrant − Fifth 11. www.gezondstegids.nl/ zorgkrant.nl/ Outline www.gezondstegids.nl/ 5. Reuters Health Information Level
  29. 29. Test Campaigns
  30. 30. Test Campaigns
  31. 31. Main Goal • Develop a management system to measure all the statistics from all the different parts from all the different websites of the company. • This should be used by the editors to create personal reports for each client.
  32. 32. Brainstorm • What we want to show? • How will we show? • What the client wants to know? • What can be a target?
  33. 33. First, Learn !!! • How the editors change the content of our websites ? • How they manage the content? • How they create the pools, weetjes, banners, Dossier, Aandoeningen, etc ? • How they manage the campaigns? • How to measure the effect of changes ? • How to measure the impact of our campaigns ?
  34. 34. Measurement What we want to measure? How can we measure? Where the information comes from? Pages Number of Pageviews Google analytics Banners Number of Views PhpAds Number of Clicks Number Unique Views Number of Orders Orders Google Analytics Steps Evasion Number of Views Polls Number of Answers Our Database Results Weetje Clickouts Google analytics Links Clickouts Google Analytics Videos Amount Started Videostrip Number of Views Our Database Targets Number of Clicks Google Analytics Newsletter Amount Send Our Database
  35. 35. Reports • Overview
  36. 36. Add Report
  37. 37. Admin Panel
  38. 38. Add Block
  39. 39. View Blocks
  40. 40. Add Page
  41. 41. Add Page
  42. 42. View Pages
  43. 43. Add Poll
  44. 44. View Polls
  45. 45. Add Banner
  46. 46. Add Banner
  47. 47. Add banner
  48. 48. View Banners
  49. 49. Add Clickouts
  50. 50. Add Clickouts
  51. 51. View Clickouts
  52. 52. Add Weetje
  53. 53. View Weetjes
  54. 54. Add Target
  55. 55. Add Target
  56. 56. View Targets
  57. 57. Report Preview
  58. 58. Preview Banners
  59. 59. Preview Pageviews
  60. 60. Preview Poll
  61. 61. Preview Weetjes
  62. 62. Preview Targets
  63. 63. Next Steps • How can we use this to improve our campaigns and help our customers? • Define KPI’s • Change campaigns • How to increase our pagerank • Analyze our data • Test our campaigns
  64. 64. Next Steps • Develop a strategic plan. • Establish goals. • Define the Key Performance Indicators for each goal • Benchmark the KPIs Implement and Monitor each KPI
  65. 65. Finally... Testing new customer experience improvements and new prototypes dentification of low-hanging fruit and obvious barriers to successful completion of customer tasks In-depth understanding of customers, their environments, and no obvious challenges tanding why customers are there, what they are trying to do, what barriers are to task completion Source: Web Analytics One Hour a Day (Avinash Kaushik)
  66. 66. This is just the beginning..

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