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Web analytics overview


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Leverage web analytics services for your online businesses. …

Leverage web analytics services for your online businesses.

Often we connect analytics to only web behavior. More so, it has to be a two faced connect between business motive and user behavior.
If we simply do user behavior analysis then analytics is no more than mere reporting of facts but combined with business motives and oriented insights it becomes a part of the decision support system or to call it as BI, Business Intelligence.
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  • 1. ImageWeb Analytics Introduction Area Shivam Dhawan FaceBook | Linked In | Twitter| Blog | Contact
  • 2. In this session… Session Title I Web Analytics Overview II Trends in the WA industry III Connecting Analytics to business IV Data Collection Methodologies V Enterprise Analytics2
  • 3. WA Overview3
  • 4. Introduction Web analytics is the study of the behavior of website visitors. In a commercial context, web analytics refers to the use of data collected from a web site to determine which aspects of the website achieve the business objectives Context for Web Analytics DSS – Decision Support System A conceptual framework for a process of supporting managerial decision- making, usually by modeling problems and employing quantitative models for solution analysis BI - Business Intelligence subset of DSS An umbrella term that combines architectures, tools, databases, applications, and methodologies BA - Business Analytics subset of BI The application of models directly to business data Assists in making strategic decisions WA - Web Analytics subset of BA The application of business analytics activities to Web-based processes, including e-commerce “WAA (Web Analytics Association) defines it as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.”4
  • 5. Trends5
  • 6. 2010: Top 10 Business and Technology Priorities Of CIOs Source: Gartner EXP Worldwide Survey of Nearly 1,600 CIOs (Jan 2010) Ranking RankingTop 10 Business Priorities Top 10 Technology PrioritiesBusiness process improvement 1 Virtualization 1Reducing enterprise costs 2 Cloud computing 2Increasing the use of information/analytics 3 Web 2.0 3Improving enterprise workforce effectiveness 4 Networking, voice and data communications 4Attracting and retaining new customers 5 Business Intelligence 5Managing change initiatives 6 Mobile technologies 6Creating new products or services (innovation) 7 Data/document management and storage 7Targeting customers and markets more 8 Service-oriented applications and architecture 8effectivelyConsolidating business operations 9 Security technologies 9Expanding current customer relationships 10 IT management 10
  • 7. Web Analytics Basically, you want a web analytics package that can do the following:  Measure visitors to the site  Show which page the visitor landed on (what is the first page they saw on the website)  How a visitor navigated through your site  Analysis of website history (visitors by month, which links were clicked, etc) Challenges Facing Marketers Today  Measuring the performance of mobile, social and website  A view of engagement with my brand across different digital channels  Measuring campaign effectiveness and justifying returns on investments  Marketing ecosystem is growing more and more complex and is difficult to manage. What all can be Measured  General Metrics  Scenario Analysis  Navigation Path Analysis  Keyword Analysis and Search Engine Performance  Event Tracking  Visitor Segmentation  Technical Details7
  • 8. Web Analytics Maturity Insights Analytics Metrics Though Split Testing, Conversion Funnel analysis, and Keyword analysis can all be valuable they are not the starting point. You must first look at your business and determine how your web properties are driving value, or should be driving value, for your business. When you have identified the business goals you want your website to accomplish these will be the guiding principles that will determine what to analyze, what to test, and what your key performance indicators and conversion goals should be. Your web analytics suite is a tool to help you answer the business questions that need to be thought out and planned beforehand, not a solution in and of itself. Metrics for Metrics sake are just pretty numbers. - Kevin Jemison8
  • 9. Connecting to Analytics9
  • 10. Definition Framework - Overview  Count — the most basic unit of measure; a single number, not a ratio. Often a whole number (Visits = 12,398), but not necessarily (Total Sales = $52,126.37.).  Ratio — typically, a count divided by a count, although a ratio can use either a count or a ratio in the numerator or denominator. (An example of a ratio fabricated from ratios is “Stickiness.”) Usually, it is not a whole number. Because it’s a ratio, “per” is typically in the name, such as “Page Views per Visit.” A ratio’s definition defines the ratio itself, as well as any underlying metrics.  KPI (Key Performance Indicator) — while a KPI can be either a count or a ratio, it is frequently a ratio. While basic counts and ratios can be used by all Website types, a KPI is infused with business strategy — hence the term, “Key” — and therefore the set of appropriate KPIs typically differs between site and process types. A fourth type of definition is included for terms that describe concepts instead of numbers. Dimension - A general source of data that can be used to define various types of segments or counts and represents a fundamental dimension of visitor behavior or site dynamics. Some examples are event and referrer. They can be interpreted the same as counts above, but typically they must be further qualified or segmented to be of actual interest. Therefore these define a more general class of metrics and represent a dimension of data that can be associated with each individual visitor.10
  • 11. Client side tracking Metrics are measured across the dimensions. A metric can apply to three different universes: • Aggregate — Total site traffic for a defined period of time • Segmented — A subset of the site traffic for a defined period of time, filtered in some way to gain greater analytical insight: e.g., by campaign (e-mail, banner, PPC, affiliate), by visitor type (new vs. returning, repeat buyers, high value), by referrer. • Individual — Activity of a single Web visitor for a defined period of time.11
  • 12. Building Block Terms Unique Visitors - The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period. Visits / Sessions - A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate. Page Views - The number of times a page was viewed. Events – An alternate to Page Views used on RIA (Rich Internet Applications) such as Flash/Flex where an action like click, mouse over etc... Displays fresh content. Hits - A Hit refers to the number of files downloaded on your site, this could include photos, graphics, etc. Picture the average web page, it has photos (each photo is a file and hence a hit) and lots of buttons (each button is a file and hence a hit). On average, each page will include 15 hits.12
  • 13. Building Block Terms Visit Characterization Metrics Content Characterization Metrics  Entry Page  Page Exit Ratio  Single Page Visits  Landing Page  Single Page View Visits (Bounces)  Exit Page  Bounce Rate  Visit Duration  Referrer • Internal Referrer Conversion Metrics • External Referrer  Event  Conversion • Search Referrer • Visit Referrer  Original Referrer  Click-through  Click-through Rate  Page Views per Visit13
  • 14. Technology14
  • 15. Hosted and SaaS solutions SaaS is always an option, and in-house only makes sense in rare situations; extreme privacy/security policies, long-term data archiving, etc. Feature & Description In House (WebTrends On Premise) Hosted (WebTrends OnDemand) Runs on Your Servers Behind Your Firewall You Control Analysis Quick Access to Archived Data Redundant Data Collection Optional Scalability Data Scheduler Cross-domain Tracking with First-party Cookie Drill-down Reporting Web 2.0 Reports Customizable Dashboard15
  • 16. Hosted Solution16
  • 17. Sample Logfile Content17
  • 18. Sample Logfile Content - detailed date time 5/2/2011 8:06 c-ip cs-username James s-ip s-port 80 cs-method GET cs-uri-stem /html/home.asp cs-uri-query ad=banner sc-status 200 sc-bytes 29413 cs-bytes 549 time-taken 0 cs-host cs(User-Agent) Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1) cs(Referer)
  • 19. Client side tracking19
  • 20. Enterprise Analytics20
  • 21. Web Analytics Evolution21Source: Forrester Research, Inc. – How Web Analytics will emerge as corner stone, March 2010.
  • 22. Modern Web Analytics Platform22 Source: Forrester Research, Inc. – How Web Analytics will emerge as corner stone, March 2010.
  • 23. Thank You More in next session… Leverage WT services for your website Business Shivam Dhawan FaceBook | Linked In | Twitter| Blog | Contact23