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  • 1. “Online” can be intimidating 2
  • 2. Until you reveal the mysteries 3
  • 3. 4
  • 4. Information driven, not data driven Information Driven Data Driven Information provides context. Raw data is devoid of meaning. ‘Actionable’. Not ‘actionable’. Data Information Meaning Meaning Information Data 5
  • 5. Avoid data overload Visits Referrals Visits Per Visitor Entry Page Bounce Rate Downloads Registrations Visit Duration Page Views Per Visit Unique Visitor Society Sites Internal Search Terms Click Through Ratio Visits Revenue Clicks To Page Units Add To Cart Page Views Visits Per Visitor Entry Page Bounce Rate Downloads Registrations Visit Duration Page Views Per Visit Unique Visitor Referrer Internal Search Terms Click Through Ratio Orders Revenue Clicks To Page Units Add To Cart Revenue Per Keyword Subscriptions 6
  • 6. Focus on what matters Visits Referrals Visits Per Visitor Entry Page Bounce Rate Downloads Registrations Visit Duration Page Views Per Visit Unique Visitor Society Sites Internal Search Terms Click Through Ratio Visits Revenue Clicks To Page Units Add To Cart Page Views Visits Per Visitor Entry Page Bounce Rate Downloads Registrations Visit Duration Page Views Per Visit Unique Visitor Referrer Internal Search Terms Click Through Ratio Orders Revenue Clicks To Page Units Add To Cart Revenue Per Keyword Subscriptions 7
  • 7. Calculated metricsMetric Formula DescriptionCampaign Success Event/Click-through Highlights your most successful campaigns by calculatingConversion Rate From Campaign how often visits result in any number of success events, by campaign and channel.Bounce Rate Single Page Visits/Entries Calculates the rate at which visitors enter your site, view one page and leave.Weighted Bounce (Single Shows bounce rate, but lists them in order of pages withRate Access/Entries)*(Page the most views so you can concentrate on high-impact Views/Total Page Views) pages.Recommends Per Recommends/Visit Shows how often content is recommended (or shared orVisit emailed, etc.) per visit.Abstract Conversion Registrations/Abstract Calculates the rate at which visitors view abstracts andRate Views then register to read the full article.Form Completion Forms Submitted/Forms Shows the percent of visitors who complete forms onRate Initiated your sites.Note: Adapted from a white paper by Omniture 8
  • 8. 9
  • 9. Content attributes Email Access feesSearch engines Site Data Ad revenue Online ads Product revenue Visitor attributes 10
  • 10. 11
  • 11. 12
  • 12. 13
  • 13. 14
  • 14. Generic metrics can be deceiving Source Visits Google 38,759 Society Sites (a) 24,356 Society Sites (b) 18,259 Newsletter 13,729 Pub Med 7,080Note: Fictional data, for illustrative purposes only. 15
  • 15. Business-specific metrics matter most Source Visits Articles Read Recommend to Per Visit Librarian Pub Med 7,080 4.3 0.029 Society Sites (b) 18,259 3.5 0.077 Society Sites (a) 24,356 1.7 0.036 Newsletter 13,729 0.6 0.093 Google 38,759 0.3 0.012Note: Fictional data, for illustrative purposes only. 16
  • 16. Shots, not martinis How enticing is the content on Abstract Page your abstract pages? How easy is your registration Registration form to complete? Form Do visitors read the full article? Or do they only spend a few seconds Article on the page? How can you get more visitors to Share share using social tools? 17
  • 17. 18
  • 18. Components of Google’s ranking algorithmSource: SEOMoz.org 2010 survey of 72 SEO professionals 19
  • 19. Optimizing for humans 20
  • 20. Thank you Dan Mooney Web Analytics Manager John Wiley & Sons Publishing 21