Introduction à l'analytique Web

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Web analytics introduction, presentation à l'Université de Montréal, 12 mars 2008. Cours de Claude Malaison.

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  • Introduction à l'analytique Web

    1. 1. INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit
    2. 2. Qu’est-ce que l’analytique Web? <ul><li>L’ analyse de données qualitatives et quantitatives provenant des sites web , de la compétition et des systèmes d’entreprises </li></ul><ul><li>afin de mener à une amélioration continue de l’ expérience des utilisateurs (clients et prospects) </li></ul><ul><li>qui se traduis par l’atteinte des objectifs de l’ utilisateur et de l’ entreprise . </li></ul>
    3. 3. La vérité… un rébus… <ul><li>!  </li></ul><ul><li> ≠  </li></ul><ul><li>1  2  3 </li></ul><ul><li> +  +  =  </li></ul><ul><li>Le succès de l’analyse Web dépend de la capacité à maîtriser le processus et à agir sur la connaissance acquise. </li></ul>Inspiré de Eric Peterson, « One Guru’s view of the Analytics Industry in 2007 »
    4. 4. Model de maturité analytique Level 1 Level 2 Level 4 Level 3 Level 5 IT driven, “feel good” information, few decisions, minimal value Business driven, working on metrics, accuracy and process Optimize the channel 330° view of customer (30° of privacy) Strategic Web Adapté de Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco
    5. 5. Empowered teamwork Business Technology Analysis Q&A Actionable insight Business requirement & objectives Means, tools and data Strategy Goals Technological capabilities & constraints Information architecture Tagging & BI Statistics Analytical mindset Synthesis Communication Equipe Ultime
    6. 6. Méthodologie <ul><li>Systematique </li></ul><ul><li>Continu </li></ul><ul><li>En changement </li></ul>
    7. 7. Objectif SMART <ul><li>Simple </li></ul><ul><li>Mesurable ( Measurable ) </li></ul><ul><li>Atteignable ( Achievable ) </li></ul><ul><li>Réaliste ( Realistic ) </li></ul><ul><li>Temps ( Timely ) </li></ul>
    8. 8. Actionable Insights & Metrics Behavior ClickStream Click Density Analysis Segmentation End to End Search “Intent Inferences” Experience Research Customer Satisfaction A/B & MVT Testing Usability “Voice of Customer” Orders/Leads Revenue: How, Why Conversion Rates Problem Resolution “Nuances of outcomes” Outcomes Win-win Outcomes Understanding customer Experience Influence optimal Behavior Strategie: Trinite With permission of Avinash Kaushik, kaushik.net
    9. 9. Multiplicité Adapté de Avinash Kaushik, Web Analytics Evangelist, Occam’s Razor, kaushik.net/avinash Vue holistique et connaissance du comportement utilisateur Analyse
    10. 10. Analyse <ul><li>Perspective du visiteur </li></ul><ul><li>Perspective d’affaires </li></ul><ul><li>Qui vient sur le site </li></ul><ul><ul><li>Degré d’engagement </li></ul></ul><ul><ul><li>Provenance </li></ul></ul><ul><ul><li>Facteurs sociodémographiques </li></ul></ul><ul><li>Ce qu’ils veulent faire </li></ul><ul><ul><li>Rechercher de l’information </li></ul></ul><ul><ul><li>Trouver un produit, obtenir un prix </li></ul></ul><ul><ul><li>Trouver un magasin, s’inscrire à un concours ou un newsletter, etc. </li></ul></ul><ul><li>Est-ce qu’ils ont réussi? </li></ul><ul><ul><li>Trafic ciblé et qualifié </li></ul></ul><ul><ul><li>Expérience agréable </li></ul></ul><ul><ul><li>Processus fonctionnel et efficace </li></ul></ul><ul><ul><li>Qui nous voulons </li></ul></ul><ul><ul><li>Comment les aider </li></ul></ul><ul><ul><li>En ligne avec nos objectifs stratégiques </li></ul></ul>
    11. 11. KPIs fréquemment suggérés Adapté de Eric Peterson, « The Big Book of Key Performance Indicators » eCommerce Marketing Support Content Executive Level KPIs <ul><li>Order conversion rate </li></ul><ul><li>Customer conversion rate </li></ul><ul><li>Average order value </li></ul><ul><li>Average revenue per visit </li></ul><ul><li>Average cost per conversion </li></ul><ul><li>Percentage high/low satisfaction customers </li></ul><ul><li>Average page views per visit </li></ul><ul><li>Average cost per visit </li></ul><ul><li>Average of high, medium, low frequency visitors </li></ul><ul><li>Average time to respond to email inquiries </li></ul><ul><li>Percent of high/low satisfaction customers </li></ul><ul><li>Percent new/returning customers </li></ul><ul><li>Lead generation conversion rate </li></ul><ul><li>Average cost per conversion </li></ul><ul><li>Average time to respond to email inquiries </li></ul><ul><li>Average (estimated) revenue per visit </li></ul>Strategic Level KPIs <ul><li>Ratio of new to returning visitors </li></ul><ul><li>New and returning visitors conversion rate </li></ul><ul><li>Percent of revenue from new and returning customers </li></ul><ul><li>Average time to respond to email inquiries </li></ul><ul><li>Home page and landing pages “stickiness” </li></ul><ul><li>Average visits per visitor </li></ul><ul><li>Ratio of new to returning visitors </li></ul><ul><li>Percentage of high, medium, low time spent visits </li></ul><ul><li>Information find conversion rate </li></ul><ul><li>Percent visitors using search </li></ul><ul><li>Percent visitors in a specific segment </li></ul><ul><li>Percentage visitors in a specific segment </li></ul><ul><li>Average visits per visitor </li></ul><ul><li>Percentage of high, medium, low time spent visits </li></ul><ul><li>Percentage of high, medium, low recency visitors </li></ul><ul><li>Ratio of new to returning visitors </li></ul>Tactical Level KPIs <ul><li>Search to purchase conversion rate </li></ul><ul><li>Cart and checkout completion rate </li></ul><ul><li>Order conversion rates per campaign and campaign type </li></ul><ul><li>Percent low recency visitors </li></ul><ul><li>Percent zero result and zero yield searches </li></ul><ul><li>Percent high, medium, low click depth visits </li></ul><ul><li>Subscription conversion rate </li></ul><ul><li>Percent of visitors using search </li></ul><ul><li>Percentage of high, medium, low click depth visits </li></ul><ul><li>Landing pages “stickiness” </li></ul><ul><li>Percent of high, medium, low click depth visits </li></ul><ul><li>Percent zero result and zero yield searches </li></ul><ul><li>Search result to site exits ratio </li></ul><ul><li>Form completion rate </li></ul><ul><li>Download completion rate </li></ul><ul><li>Landing page “stickiness” </li></ul><ul><li>Average searches per visit </li></ul><ul><li>Percent zero result and zero yield searches </li></ul><ul><li>Lead generation rate per campaign and campaign time </li></ul>
    12. 12. Exemples
    13. 13. KPIs Recommandés <ul><li>Connaissances acquises grâce à l’analyse des éléments critiques, toujours présentés en contexte et selon un segment spécifique </li></ul>Key Performance Indicators Executive <ul><li>Online Sales Revenues </li></ul><ul><li>Cart & Checkout Conversion Rates </li></ul><ul><li>Average Order Value </li></ul><ul><li>Visits to Online Success Ratio (regardless of activity) </li></ul>Strategic <ul><ul><li>Cost per Conversion </li></ul></ul><ul><ul><li>Ratio of First Time to Repeat Customers </li></ul></ul><ul><ul><li>Ratio of New to Repeat Visitors </li></ul></ul><ul><ul><li>Frequency / Recency Indexes for Visits and Orders </li></ul></ul><ul><ul><li>Tactical </li></ul></ul><ul><ul><li>Checkout Process Conversion </li></ul></ul><ul><ul><li>Form Abandonment for critical events </li></ul></ul><ul><ul><li>Bounce Rate, Time on Site, Visits to Purchase, Time to Purchase </li></ul></ul>
    14. 14. Instrumentation
    15. 15. É cosystème <ul><li>« L'ensemble formé par une association ou communauté d'êtres vivants et son environnement géologique, pédologique et atmosphérique. Les éléments constituant un écosystème développent un réseau d'interdépendances permettant le maintien et le développement de la vie. » </li></ul>Source: Wikipedia.org
    16. 16. Example ecosystem <ul><li>Direct competition: </li></ul><ul><ul><li>X </li></ul></ul><ul><ul><li>Y </li></ul></ul><ul><ul><li>Z </li></ul></ul><ul><li>Indirect online generalists: </li></ul><ul><ul><li>A </li></ul></ul><ul><ul><li>B </li></ul></ul><ul><li>Known competitors: </li></ul><ul><ul><li>A </li></ul></ul><ul><ul><li>B </li></ul></ul><ul><ul><li>C </li></ul></ul><ul><ul><li>D </li></ul></ul>Source: Touchgraph.com analysis <ul><li>Indirect/related: </li></ul><ul><ul><li>E </li></ul></ul><ul><ul><li>F </li></ul></ul><ul><ul><li>G </li></ul></ul><ul><ul><li>H </li></ul></ul>
    17. 17. Example report from Omniture SiteCatalyst
    18. 19. Conversion rates by source/revenue
    19. 20. Conversions & Revenues
    20. 21. Form overlay example
    21. 23. INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit

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