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A practical introduction to

Web analytics for technical communicators
Samartha Vashishtha and Vikrant Rai
Adobe Systems
What gets measured gets managed.

- Peter Drucker

Measure user
engagement

Identify priority
content

Discover areas
for ...
Analysis drives insight
Built-in dashboards in several tools...

Many ways to analyze
Report suite
KPIs
Traffic vs conversion

Key concepts
...and calculated metrics

Key traffic parameters
Engagement
Discoverability
Content Experience

Parameters relevant to content
Time spent on page
Visitor retention
Bounce rate
Exit rate
Page flow reports

Content engagement
Clicks to page

Referring
domains

Referrer
types

Search terms

Content discoverability
Geosegments

Languages

Devices/Operating Systems

Browsers/Display characteristics

Content experience
Traffic

Sample reports
Devices

Referrer types

Sample reports
Countries

Color depth

Sample reports
Next and previous page flows

Sample reports
Video analytics
Business Catalyst dashboard
this URL...

Example: Analytics-driven document
SAMARTHA VASHISHTHA
@samarthav
http://blogs.adobe.com/samartha

VIKRANT RAI
@vikrantrai
http://blogs.adobe.com/vikrant/
Thank you!
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A practical introduction to Web analytics for technical communicators

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A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.

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Transcript of "A practical introduction to Web analytics for technical communicators"

  1. 1. A practical introduction to Web analytics for technical communicators Samartha Vashishtha and Vikrant Rai Adobe Systems
  2. 2. What gets measured gets managed. - Peter Drucker Measure user engagement Identify priority content Discover areas for value-added content Act on quantitative feedback Why analyze
  3. 3. Analysis drives insight
  4. 4. Built-in dashboards in several tools... Many ways to analyze
  5. 5. Report suite KPIs Traffic vs conversion Key concepts
  6. 6. ...and calculated metrics Key traffic parameters
  7. 7. Engagement Discoverability Content Experience Parameters relevant to content
  8. 8. Time spent on page Visitor retention Bounce rate Exit rate Page flow reports Content engagement
  9. 9. Clicks to page Referring domains Referrer types Search terms Content discoverability
  10. 10. Geosegments Languages Devices/Operating Systems Browsers/Display characteristics Content experience
  11. 11. Traffic Sample reports
  12. 12. Devices Referrer types Sample reports
  13. 13. Countries Color depth Sample reports
  14. 14. Next and previous page flows Sample reports
  15. 15. Video analytics
  16. 16. Business Catalyst dashboard
  17. 17. this URL... Example: Analytics-driven document
  18. 18. SAMARTHA VASHISHTHA @samarthav http://blogs.adobe.com/samartha VIKRANT RAI @vikrantrai http://blogs.adobe.com/vikrant/
  19. 19. Thank you!
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