12. Tracking across Devices is challenging – often more heavily used at
certain times of the day. Source: comScore Device Essentials, Monday 21st January 2013
21. The ability to
have Good
Communication
is Key to the
successful
deployment of
Web Analytics
in an enterprise
22. Ideal Analyst Scenario
•Analyst: “We can increase PageViews on our
website by 5% by sending out a weekly
newsletter just before content updates which, by
my estimates, would increase our advertising
revenues by about $200,000 per week.”
•Manager: “That’s sounds great! When can we
implement your idea?”
23. Web Analytics works well mainly if/when your
business is willing to make frequent changes to
the website based on reports from the Analytics.
If not, Website Analytics (Web Analytics) is
almost useless.
• The entire point of collected data with Web Analytics is to optimize.
• Are you making recommendations on how to improve your Web site or simply
just creating and sending reports to stakeholders with none of your own insight?
Make sure that you do the former.
29. Two types of Metrics (these are classified
differently depending on the platform)
30. Example: Which Pages are Working? Not?
Depending on how
you want to define it
(lets take “Bounce
Rate” as a metric to
follow”, Search
Results seem to
“bounce” less where
as theWoman’s
Merchandizing
section of the site
bounces the most.
31. Example: Which Pages get no traffic?
Fashion
detail pages
got very little
traffic, but
that may be
due to the
very specific
styles
offered on
each page.
32. Example: Which
areas in your
intended paths
are weak and see
a lot of dropout?
We may need to do more
to make our equipment
page/s stand out.
33. Example: Which pages have high exits?
We may need
to do more to
make our
equipment
page/s stand
out.
34. Example: Which products are selling and which are not?
This Adobe Site
Catalyst instance
does not have
products defined.
38. Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
among
through/ with
ask fans and
customers to
Regarding our
Where Success will be judged by
Here’s a template to help visualize “Your Plan”
39. Begin the Analytics Planning by defining
your Business Goals so they are clear
40. Then match those “business goals” to goals your
organization can accomplish online
41. Finally, match Digital Initiatives to KPIs that are tied to
specific reporting from your Analytics
42. The end product is a Digital Strategy and
Action Plan to help your organization realize its
goals.
46. Summary
We covered whatWebAnalytics is,
what kind of questions it can answer
and how to use define your key
performance indicators in order to get
answers from theWeb Analytics
system.
47. Additional Sources of Information
• Google Analytics Academy
• AdobeTraining Services
• ComScoreAcademy
• Digital Analytics Association
• Direct Marketing Association