An Introduction to Digital Analytics


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The slides briefly touches upon the basics of web analytics, eye tracking and social media analytics and its importance in the context of contemporary business intelligence practices

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  • CERN
  • Raw informationSocial Media 2013 - might use stats
  • Employees: tracking negative remarks that could hurt company, sharing intellectual property
  • Most common is customer sentiment (opinion mining)
  • "Dell recently had a situation where sentiment suddenly went negative for a specific product. This was a sudden and completely outside of expected sentiment. Dell was able to to dig into details, detect a strong negative response was specific to a published price", said Patrick Morrissey, vice president of marketing at DataSift."They conducted an internal review, make a global price change on the web and reverse sentiment back to positive. All this happened in less that twenty four hours. This is something that would not be been noted for weeks or months so the financial impact of being able to intercept this and action a change was quite substantial."
  • Early days it was based off a words list, now the whole statement is analyzed down to the punctuation.Identifying a texts classification as subjective or objective is more difficult. The subjectivity of words and phrases depend on their context while objective texts may contain subjective sentences.Feature based analysis focuses on classifying
  • Deletes photo/message after read
  • An Introduction to Digital Analytics

    1. 1. Digital Analytics Jesse Kraker Monica Hovis Craig Townsend Rohan Rao
    2. 2. Definition 2012 DAA The Official WAA Definition of Web Analytics (2008) Digital Web Digital Analytics is the measurement, collection, analysis and reporting of website data for the purposes of understanding and optimizing Web usage. Problem? Multichannel attributions Social media Device usage We deal with digital data Web analytics is limiting, digital analytics is not
    3. 3. Web versus Digital analytics A massive number of businesses that are doing Web Analytics while the core industry is focusing on Digital Analytics. Depth of usage Number of users Long tail– Products and solutions
    4. 4. Off-site versus On-site analytics • On-site web analytics – Visitors behavior on your digital properties – Audience reports, content analysis, engagement, click analytics, visitor flow, goals and conversions, in-page analytics, site overlay, etc. – Heatmaps: Mouse tracking, eye tracking, algorithm based – Goals and conversions – A/B testing and optimization • Off-site web analytics – Measurement and analysis of activity on the Internet as a whole – Social media analysis: Facebook insights, Twitter and Pinterest analytics, Youtube insights (Share, Retweets, Likes, Reblogs, etc) – Sentiment analysis: Blogs, Comments, Reviews, Social media posts – Online reputation management (ORM)
    5. 5. 2002 - Industry consolidation (60  35) 2009 – Adobe acquire Omniture IBM acquires Unica and Coremetrics, Sharepoint integrates Analytics, Salesforce acquires Radian6 Sentiment analysis, social media analytics, Yaho o!Index Klout, Radian6, ScoutLabs, Lith ium
    6. 6. Sir Tim Berners-Lee Creator of the world wide web (1990)
    7. 7. Visitor characterization terms Describe various attributes that distinguish website visitors. These attributes enable segmentation of the visitor population to improve the accuracy and usefulness of analysis. • • • • • Demographics Behavior Platforms Devices Visitor flow • • Engagement: Length of visit / Depth of visit / Duration Richness versus Reach? – Amazon – Richness more than reach (Relation based) – WSJ website – Reach (Subscription based) – Pushing the limits of Dunbar’s number?
    8. 8. Source characterization terms Describe the source from which a visitor arrive on the website. It describes how the visitor was acquired and how does the social media and search engine activities can be optimized to enhance the visitor acquisition process. • • • • • • Channels Keywords Adwords Social Search engines Campaigns and cost analysis
    9. 9. Visit characterization terms Describe the behavior of a visitor during a website visit. Analyzing these components of visit activity can identify ways to improve a visitor's interaction with the site. • • • • • Site content, Site speed, Site search Events Adsense Experiments In-page analytics
    10. 10. Conversion characterization terms Record special activities on a site, such as purchases, that have particular business value for the analyst. They often represent the bottom-line success for a visit. • • • • • Goals E-commerce Multi-channel funnels Conversion and conversion rates Attribution What are goals? Way to measure how well your site or app fulfills targeted objectives. You can set up individual Goals for discrete actions, such as • • • Visits to a Thanks for purchase page Download completed screen Registration confirm page
    11. 11. Heatmaps (In-page analytics) • • • • Mouse tracking - Scroll, Clicks, Keystrokes, hovers (time, order, hesitation) Eye tracking - Few users monitored closely using cameras and eye-tracking monitors Attention tracking - Independent research shows that there is an 84% to 88% correlation between mouse and eye movements Algorithm is based on research from the field of robotics into how humans see and what sort of physiologic and neurological processes go on in our brains when we look at things
    12. 12. Exit intent technology Mouse Gestures: Tracks all the cursor movements of every visitor in real-time Mouse velocity: Predicts the interest and engagement levels depending on the velocity of the mouse pointers Breaking The Browser Plane: Detect the precise millisecond that a visitor abandons your site. Video
    13. 13. EYE TRACKING
    14. 14. Eye Tracking – A History • Definition – a technology that monitors eye movements as a means of detecting abnormalities or of studying how people interact with text or online documents. ( • Early Pioneers – Louis Emile Javal (1879; Paris) – Alfred L. Yarbus (1950’s)
    15. 15. What is Eye Tracking? • In the simplest terms, eye tracking is the measurement of eye activity. Where do we look? What do we ignore? When do we blink? How does the pupil react to different stimuli? The concept is basic, but the process and interpretation can be quite complex.
    16. 16. The Process of Eye Tracking • EYE TRACKING DATA – Collected using either a remote or head-mounted “eye tracker” connected to a computer.
    17. 17. Pros of Eye Tracking • Eye tracking puts us much closer to the mind and thoughts of the consumer. • Research Understanding. • Unlimited Data Processing.
    18. 18. Cons of Eye Tracking • Eye tracking must be used in highly controlled conditions. • Think-Aloud Protocol. • Labor-Intensive setup and Costly.
    19. 19. Applications • • • • • • • • Website Usability Testing Advertising and Marketing Research Assistive Technology Digital and Operational Training Scenarios Human Behavior Developmental Psychology Human Factors Research Neuroscience and Diagnostics
    20. 20. Major Testing Companies • • • • • Tobii Eye Tracking Research Eyetech Digital Systems LC Technologies Eyegaze Edge iMotions Inc. Applied Science Laboratories
    21. 21. The Future?
    22. 22. Social Media Analytics
    23. 23. Social Media Analytics  The practice of gathering data from blogs and social media websites and analyzing that data to make business decisions.  Open and honest opinions
    24. 24. Social Media Analytics  What is analyzed?  A Day in the Life of Social Media  Affects different industries including TV industry, education, politics, business, job market, among many others  Consumer Engagement: Looks at tweets, likes, shares, comments, page traffic, sales/conversions
    25. 25. Social Media Analytics  Not only used by CIO’s but also CMO’s  Can help company in multitude of ways  Supply chain management, legal risks, human resources, IP management  Advance warnings of problems internally (employee monitoring)  Explore customer ideas you may not have previously thought of  Avoid smear campaigns by early detection
    26. 26. PinLeague “Pins” Example
    27. 27. Sentiment Analysis Analytics  Definition:  Sentiment analysis refers to the use of natural language processing, text analysis and computational linguistics to identify and extract subjective information in source materials.  Generally speaking, sentiment analysis allows companies the ability to measure how positive or negative a person feels about their product and service.
    28. 28. Sentiment Analysis  Set of signals  Customer experience improvement  Companies look at:     Reviews/Surveys Complaints/Fees/Prices Password recovery Technical issues
    29. 29. Sentiment Analysis  Methods  Scaling Systems (-10/+10)  Subjectivity/Objectivity Identification  Feature/Aspect Based Analysis  Risk: Losing shifting and subjective human dynamics  Computers can not tell the context of a statement. Ex: sarcasm, slang, double negatives
    30. 30. Future  About 70% of analysis is accurately interpreted  People are monitoring their public sharing while others embrace it  Alternatives:  SnapChat application
    31. 31. Website Optimization & A/B Testing What is Website Optimization? • All websites have a goal - a reason for them to exist • Website Optimization is maximizing the number of users who complete the website’s goal • In order words, maximizing your conversion rate: • A measurable action that aligns with the websites/organization’s goal • Allows you to make more out of your existing traffic • While the cost of acquiring paid traffic can be huge, the cost of increasing your conversions is minimal
    32. 32. Website Optimization & A/B Testing What is A/B Split Testing? • A tool to help optimize your website – to help increase your conversion rate • Comparing two (or more) versions of a webpage in real-time to determine which performs better • Relies on and uses metrics from Web Analytics • YouTube Video: Optimizely's CEO Dan Siroker
    33. 33. Website Optimization & A/B Testing
    34. 34. Website Optimization & A/B Testing A/B Testing Platform Options • • • • • • • • Free Also offer paid service Requires technical knowledge & development resources WYSIWYG platform No technical knowledge required Pricing based on # of visitors per month • • • • Enterprise level testing Requires technical knowledge & development resources Costly: Starts at $700/month WYSIWYG platform No technical knowledge required Pricing based on # of visitors per month
    35. 35. Website Optimization & A/B Testing What can you improve/impact with A/B Testing? Anything… as long as it’s trackable • The goal is to improve metrics that are important to your organization & have an impact on revenue • KPI’s and key conversion rates
    36. 36. Website Optimization & A/B Testing What can you improve/impact with A/B Testing? • Increase the number of: • On-line orders (order conversion rate) • Lead captures (lead capture rate) • Revenue per visitor or Revenue per order • Increase engagement levels: • • • • Visits to specific pages (clickthrough rate) Time spent on page / time spent on site Number of pages per visit Decrease bounce rate
    37. 37. Website Optimization & A/B Testing What aspects of your website can you test? Anything & Everything… • Test changes that will improve the metrics that are important to your organization • KPI’s and key conversion rates
    38. 38. Website Optimization & A/B Testing What aspects of your website can you test? • Calls to action (i.e. buttons): wording, size, color and placement • Headline or product description • Form’s length and types of fields • Layout and style of website • Product pricing and promotional offers • Images on landing and product pages • Amount of text on the page (short vs. long) • Navigation
    39. 39. Website Optimization & A/B Testing Who’s A/B Testing? • Most major companies • • • • • Amazon Netflix eBay Google Yahoo • Most on-line retailers & service providers
    40. 40. Website Optimization & A/B Testing Who’s A/B Testing? Virtual Web Optimizer – Customer list
    41. 41. Website Optimization & A/B Testing Who’s A/B Testing? Optimzely– Customer list
    42. 42. Website Optimization & A/B Testing Testing Examples
    43. 43. Website Optimization & A/B Testing
    44. 44. Website Optimization & A/B Testing
    45. 45. Website Optimization & A/B Testing Clickthrough Rate
    46. 46. Website Optimization & A/B Testing
    47. 47. Website Optimization & A/B Testing Advantages • Reduces risk - know the impact of changes before making them • Allows organizations to make more objective decisions • Measure revenue impact and ROI from changes • Inexpensive & easy to do • Instant feedback • Turns marketing into a science Disadvantages • Turns marketing into a science • Requires a change in mindset for marketers – places a greater importance on performance rather than design • Can cause organizations to focus on small changes instead of large ones (lower risk, lower reward) • Can slow down changes/updates to your website
    48. 48. Recap – Digital Analytics • • • • Web Analytics (onsite) Eye-tracking Social Media Analytics (offsite) Web Optimization & A/B Testing
    49. 49. Future of Digital Analytics? • Moving beyond the web (offline) • Personalization • Multi-channel analytics & Big Data • Integrating multiple data silos from across business units (both online & offline) • Mobility trend – mobile tracking & analytics • Predictive analytics • Privacy issues
    50. 50. Questions?