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  • 1. Web Analytics Evolution of Your Website Department of Labour Mark McGann Intergen Ed Robinson
  • 2. Agenda
    • Business and IT challenges
    • Analytics at work: The New Zealand Immigration Service
    • Technology overview
    “ A little knowledge that acts is worth infinitely more than much knowledge that is idle.” - Kahlil Gibran
  • 3. The Business Challenge Is technology meeting your business goals?
    • Is the website meeting business goals?
    • Does your website serve the community?
    • What effect does marketing have?
    • What is the effect of site changes?
  • 4. The IT Challenge
    • Staff overloaded
    • Business goalposts shifting
    • Website Integrity
    • Pace of change increasing
    • Minimize cost
  • 5. Web Analytics Definition “ The process of defining, collecting, interpreting and applying business intelligence to achieve a desired outcome.” Define Collect Interpret Apply Evaluate
  • 6. Web Metrics and Web Analytics
    • Web Metrics - Low Value Analytics
    • Traffic counts
    • Web Analytics
    • Effect of marketing
    • Conversion rates
    • Continual improvement process
  • 7. Getting Started
    • Define goal
      • Set up the team
      • Choose a business goal
      • Match goal to technology
      • What metrics needed
    • Collect and interpret
      • Measure before-change
      • Look for trends
    • Apply and evaluate
      • Incremental changes
      • Measure after-change
      • Evaluate - not all change is good!
  • 8. The New Zealand Immigration Service Website Senior Communications Advisor Mark McGann
  • 9. The Immigration Service Website
    • More than 1,500 web pages
    • Three business streams
      • Discover and Decide
      • Apply and Settle
      • Employ and Assist
    • Over 20,000 unique visits a day
    • Rich online tools and services
  • 10. Our Employer Fact Sheets
    • Single sheet summaries of policy from an employer perspective
    • People who use them like them
  • 11. The Business Problem
    • Connect employers to the fact sheets
      • Popular printed resource
      • Low online usage
  • 12. Options for Change
    • Rewrite website
    • Reconfigure clickstream
    • Change site navigation menus
    • Shortcuts
      • External adbvetrisement
      • Use an teaser image on the site
  • 13. A Not-So-Extreme Makeover –“The Before”
  • 14. A Not-So-Extreme Makeover –“ the reveal ”
  • 15. The Splash Page
  • 16. The Metrics Before-and-After
    • Before: 2 conversions per day
    • After: 40 conversions a day
    • Overall site traffic remained the same
    • Clickstream
  • 17. What Did We Learn?
    • Start small and cheap
    • Incremental changes
    • Small change can lead to significant effect
    • Evolve website through what you’ve learnt
    • Transfer same model to a different problem to get a more accurate sense of the model’s success
  • 18. Technology Overview
  • 19.  
  • 20. Web Metrics Tools – DeepMetrix LiveStats
  • 21. Common Metrics
    • Total traffic
    • Page views
    • Time spent
    • Downloads
    • Referrers
    • Entry pages
    • Exit pages
    • Clickstream
    • Demographics
  • 22. Do’s and Don’ts
    • Don’t track too many metrics
    • Don’t make multiple changes
    • Do measure before making changes
    • Do define what your customer does
    • Don’t measure intent or usability
    • Do get the facts
  • 23. Resources www.analog.cx Analog (Free) Contacts www.intergen.co.nz Intergen [email_address] Ed Robinson www.webtrends.com WebTrends www.deepmetrix.com Deep Metrix Analytics tools
  • 24.