Web analytics for sane people
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Web analytics for sane people

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An 'intro to web analytics' for beginners, plus a walkthrough on researching goals, etc..

An 'intro to web analytics' for beginners, plus a walkthrough on researching goals, etc..

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  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • A caution – always be aware…
  • …of quanties. Remember how I said they’re building blocks?

Web analytics for sane people Web analytics for sane people Presentation Transcript

  • WEB ANALYTICSFOR SANE PEOPLE Ian Lurie @portentint ian@portent.com
  • portent.co/saneanalytics (Yes, use .co, not .com)
  • ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  wease
  • WTH is analytics, anyway?
  • look! at! how! cool! I! am!
  • look! at! how! cool! I! am!
  • Analytics connects action to value
  • Analytics provides next steps
  • GOALS
  • A goal is a desired action
  • Completed goal = Conversion
  • For every person who [converts],I get [value].
  • For every person who buys a book,I get $9.
  • For every person who views mylatest article, I get $3.
  • For every person who follows meon Facebook, I get $.41.
  • FIND 5 GOALS. ATTACH VALUES.
  • GOOGLE ANALYTICS
  • SETTING UP
  • COPY
  • PASTE
  • OR…
  • WHAT TO TRACK
  • QUANTITYQUALITYCONTEXTVALUE
  • QUANTITY HOW MANY?
  • QUANTITY HOW MANY? VISITS PEOPLE PAGEVIEWS
  • QUANTITY
  • QUANTITY VISIT 1 PERSON 1 TIME
  • QUANTITY VISITORS UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
  • QUANTITY PAGEVIEW = 1 PAGE LOADED
  • QUALITY
  • QUALITY
  • QUALITY
  • QUALITY
  • QUALITY OMG WHAT THE HELLS GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
  • oh. heh. never mind.
  • CONTEXT WHAT’S GOING ON?
  • CONTEXT WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
  • CONTEXT
  • CONTEXT QUALITYCONTEXT
  • CONTEXT MEDIUM WHAT KIND SOURCE WHERE
  • CONTEXT
  • CONTEXT
  • CONTEXT
  • CONTEXT
  • CONTEXT 50% OF ALL SEARCHES
  • CONTEXT FUUUUUUUUUUUUUUUU…
  • CONTEXT
  • CONTEXTMEH.
  • CONTEXT
  • CONTEXT QUANTITY QUALITY
  • VALUE WHAT’S IT WORTH TO YA?
  • VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
  • VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
  • VALUE BASIC GOAL AN E-MAIL SIGNUP
  • VALUE
  • VALUE GOAL PAGE URL
  • VALUE
  • VALUE
  • VALUE GOAL PAGE URL NOT OPTIONAL!
  • VALUE For every person who [converts], I get [value].
  • VALUE
  • WEBMASTER TOOLS
  • TO USE, OR NOT TO USE?
  • AN EXAMPLE
  • i dont think this writing stuff has any value.
  • this has too many words.
  • 91000 x $24= $2,184,000
  • ANOTHER EXAMPLE
  • FINDING OPPORTUNITY GAPS
  • Nice average position
  • Decent CTR
  • And some clicks
  • Good!!!
  • Bad!!!!
  • Query Content+ Bounce rate Intent
  • Generalities
  • Smart-assery
  • Fail
  • Conclusion: Get specific. Write areal proposal template.
  • METRICS TO IGNORE
  • HITS
  • 175 HITS
  • 186 HITS
  • 50 HITS
  • COMPARISONS
  • Our competitor’s site takes 25seconds to load.What’s the problem?
  • THE WRAPUP
  • Analytics connects action to value
  • Analytics provides next steps
  • 1.  Determine goals.2.  Get set up.3.  Track quantity, quality, conversions and value.4.  Don’t worry about hits or the other guy.
  • portent.co/saneanalytics (Yes, use .co, not .com)
  • Me: @portentintplus.google.com/+IanLurie
  • cmon by!US:portent.com