Decibel insight measurefest october2013_external

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The analytics renaissance - The approaches for making your website work harder is going through somewhat of a renaissance. In a world where we are awash with data, collating interesting statistics about your web's performance is pretty routine and one dimensional at best. The perfect web strategy relies on so much more: it's not just about what has happened but what is possible. It is where analytics ends and insight begins.

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  • Welcome
  • CRM: business objectives, what you wanted to put in it and what you wanted to get out of it, and then you’d go and pick your software, and when you installed it you’d plan how exactly how it would be used.
    The problems with analytics started when GA became free
    Put on site
    Stopped planning what they wanted out of it
    just log in and see what they can find
    Strategic business assets
  • “I have analytics” “I do analytics”
    “Analytics -everyone else understand.
    Software/outline/analysis
    Two people
    Wikipedia. “a two sided coin”.
    1. gaining knowledge through analysis.
    2. using this insight to recommend action.
  • Make it easy
    …information you can use
    Doing both lead to success.
  • Take a step back and ask
    - keep them happy
    - information you need
    - Have you got the tools
  • Possible to understand much of this through standard metrics.
  • Verified in a research
    The top KPIs
    No surprises here.
  • Are they really useful?
    One dimensional
    - marketing activity. graduate job ad
    - Dig deeper
    If you have improved, analytics can’t tell you why and how to repeat this.
    KPIs give a general indicationbut not necessarily insight.
    We need to be smart
  • There are plenty of meaningless data available, so it’s critical to strategically plan your approach to analytics and to insight at the outset before you starting actually doing it.
  • more tables, graphs or metrics
    or do you need a better visual understanding.
  • We first we need to understand what the constituent parts of success
  • So to achieve success, what do we need to track and measure?
    Which sources provide good visitors?
    Which sources provide most revenue?
    What is my ROI on each channel?
    Are there channels I didn’t know about?
    What experience are they having?
    How are they navigating?
    What are they seeing?
    Where are they clicking?
    What are they reading?
    Which content influences them?
    What content should you create?
    How does this differ on mobile?
    How does this differ for each audience?
    The cross between where data as a science meets creativity
  • 49% of people are changing their content weekly
  • People track offsite content, but not online. And this part of our mission.
    significant opportunities lost in time, resource, spend and revenue
    if you do, you’re smart.
  • Once you’ve worked out what you would like to find out then, then you need to decide whether you have the tools you need? I hope you'
  • In our opinion, traditional analytics such as google, are brilliant at reporting metrics but no so good at providing insight that can be used to action changes.
  • Understanding…
  • this is not about getting rid of free analytics tools but to understand the limitations and the data that is really useful to impact performance
  • Decibel insight measurefest october2013_external

    1. 1. The analytics renaissance
    2. 2. Our definitions Analytics  monitors performance Insight improves performance
    3. 3. Measurement isn’t just about numbers. It’s visual too.
    4. 4. Strategic framework Question 1 What’s useful to stakeholders? Question 2 What’s useful to you? Question 3 What tools do you need?
    5. 5. 1. What’s useful to stakeholders?
    6. 6. Stakeholders • Is the website producing more? • Is everything possible being tried? • Is that effort showing a strong ROI?
    7. 7. Top 5 KPIs Listed 1. 2. 3. 4. 5. Unique visitors Leads Visits Page views Bounce rates Source: B2B Marketing / Decibel Insight, June 2013
    8. 8. Useful information?
    9. 9. Challenge your thinking A What is the problem? B What questions do I need to ask?
    10. 10. 2. What’s useful to you?
    11. 11. The success funnel Conversion
    12. 12. Measurement Traffic Value per source Content UX What people see What people read Understand engagement How do they interact? What makes them convert?
    13. 13. 49% “Weekly” Source: B2B Marketing/Decibel, June 2013
    14. 14. 14% “Track website content” Source: B2B Marketing/Decibel, June 2013 Source: B2B Marketing/Decibel, June 2013
    15. 15. How to approach measuring UX & Content…
    16. 16. 14% 6-step guide Source: B2B Marketing/Decibel, June 2013
    17. 17. 1. Learn about your visitors
    18. 18. 14% 2% Source: B2B Marketing/Decibel, June 2013
    19. 19. Audience segmentation • De-skew data sets • Different needs • Detect problems
    20. 20. 2. Experience their experience
    21. 21. Browser testing • Online tools – browserstack.com – browsershots.org – browserling.com – crossbrowsertesting.com • Methodology – On release – After changes and improvements – Regularly (browsers are constantly changing also)
    22. 22. Visitor playback • – – – – Look out for Non-clickable clicks ‘Yo-yo’ navigation Navigation loops Load speed
    23. 23. 3. Find your most popular content
    24. 24. Popular content • Popular = leads to conversion • Traditional analytics – Pages • Heatmaps – CTAs and featured content
    25. 25. 4. Ensure visitors see the right content
    26. 26. The ‘fold’
    27. 27. Scroll maps • Benefits – Locate the aggregate ‘fold’ – Show how many visitors reach a certain point
    28. 28. Product navigation
    29. 29. 5. Learn how visitors navigate
    30. 30. Popular content • Navigation techniques – Primary navigations (products/services) – ‘Utility’ navigations – Sitemaps and footers – Keyword search – ‘In-page’ navigation
    31. 31. 6. Increase the effectiveness of mobile
    32. 32. Mobile heatmaps
    33. 33. Responsive heatmaps
    34. 34. 3. What tools do you need?
    35. 35. The problem ? Traditional analytics Something is missing Non actionable
    36. 36. …how users interact with the site
    37. 37. The knowledge gap Traditional Visual Actionable
    38. 38. Where analytics ends, and insight begins.

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