Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making


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  • Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making

    1. 1. Investigative Analytics : Deciphering the Mystery of Data-Driven Decision MakingAnn Oleson, Converge Consulting Jay Kelly, Converge Consulting
    2. 2. Someone sleeping in class
    3. 3. Who’s on First?
    4. 4. What is Web Analytics ?
    5. 5. “• Web analytics is the study of online behavior in order to improve it. Wikipedia
    6. 6. “•• The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline). Avinash Kaushik• Author, Web Analytics: An Hour A Day
    7. 7. •• “ Google analytics is the enterprise class web analytics solution that gives you insights into your website traffic and marketing effectiveness. In a word it is your new BFF! Elizabeth Scarborough• CEO and Partner, Simpson Scarborough
    8. 8. What are your biggest analytics challenges?
    9. 9. Measurementroadblocks • Not knowing what numbers matter • Looking for answers in the wrong places
    10. 10. Web analyticsis a process, not a tool.
    11. 11. Web Analytics:A Continuous Process • is a process, • not a tool.
    12. 12. Primary web analytics tasks • Measure quantitative and qualitative data • Continuously improve your website • Align your measurement strategy with your organizational strategy • What other things are you using web analytics for?
    13. 13. Who has a dashboard?
    14. 14. Web analytics doesnt start here
    15. 15. Create a plan
    16. 16. Who has a webanalytics plan?
    17. 17. Web analytics process Original Source:
    18. 18. Web Analytics Framework1 Business Objectives2 Website Goals Key Performance3 Indicators (KPIs)4 Targets5 Segments
    19. 19. Web Analytics Framework1 Business Objectives2 Website Goals3 Key Performance What is the purpose of Indicators (KPIs) your website?4 Targets5 Segments
    20. 20. Web Analytics Framework1 Business Objectives2 Website Goals What actions do you Key Performance3 Indicators (KPIs) want people to take on your website?4 Targets5 Segments
    21. 21. Web Analytics Framework1 Business Objectives2 Website Goals What relevant web metrics can be used Key Performance3 Indicators (KPIs) to measure your website goals over4 Targets time?5 Segments
    22. 22. Web Analytics Framework1 Business Objectives2 Website Goals3 Key Performance How do you rate Indicators (KPIs) success?4 Targets5 Segments
    23. 23. Web Analytics Framework1 Business Objectives2 Website Goals What visitor attributes Key Performance3 Indicators (KPIs) will provide meaningful insights?4 Targets5 Segments
    24. 24. Group Exercise
    25. 25. 29
    26. 26. CASE STUDY visitordimensions & website behaviors
    27. 27. Understanding visitor dimensions & website behaviors
    28. 28. Buckets of traffic Visitors who come directly to the Direct website using the domain name. By default, GA tracks 20+ differentSearch engines search engines. Links that appear on Referrals other websites. Campaigns Custom! You decide.
    29. 29. Is your Internal Traffic segmentedfrom your External Traffic?
    30. 30. Do you have a customized dashboard that is sharedmonthly with specific individuals on campus?
    31. 31. Custom Reports• Content Efficiency Analysis • Content analysis jump-start• Visitor Acquisition Efficiency Analysis • Assess leads across all streams of traffic• Keyword Analysis • Assess search terms that drive relevant traffic
    32. 32. Custom Reports36
    33. 33. Content Efficiency: Actions• Define KPI targets, evaluate trends • Pageviews, unique visits, time on page, goal completion• Explore navigation summary • Define target pageviews for previous pages • Optimize destination pages for desired content• Conduct user research to understand motivating factors for completing inquiry form (e.g., course information)• Assess Top Conversion Paths to optimize content and communications for performing mediums
    34. 34. 38
    35. 35. 39
    36. 36. Custom Reports40
    37. 37. Visitor Acquisition: Actions • Optimize for top sources and mediums driving inquiries • Example: (27% conversion rate) • Evaluate key sources and mediums with low inquiry form conversions • Example: / cpc (0.19% conversion rate) • Use social media to drive traffic • Publish valuable and relevant content for lead generation41
    38. 38. Custom Reports42
    39. 39. Keywords: Actions • Identify high-performance keywords • Focus on long-tail, non-brand keywords • Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance • Drill-down to assess keywords by source and medium43
    40. 40. SEO Report
    41. 41. Advanced Segmentation (Custom) • Visits without conversions • Unengaged users • Social media visits • Non social media visits • Leads • Highly engaged users45
    42. 42. Advanced Segmentation (Goals) • Visit duration • Pages / Visit • YouTube Page • Twitter Page • LinkedIn Page • Facebook Page • Email • Complete inquiry form46
    43. 43. Advanced Segments47
    44. 44. Segment: Inquiry Form Completion • What is the top content for converting visitors?48
    45. 45. Segment: Inquiry Form Completion • What content engages and converts?49
    46. 46. Segment: Social Media Visits • What content drives social traffic?50
    47. 47. Social Report
    48. 48. Recommendations • Define targets for all success metrics (KPIs) and assess trends • Define goal values for all analytics goals to assess goal values • Focus analytics analysis on external traffic only • Conduct a user survey to assess content needs for converting traffic—answer “Why?”52
    49. 49. Recommendations (cont.) • Optimize marketing and communication for top conversion paths • Optimize content for top sources and mediums • Assess long-tail, non-brand keywords for SEO content opportunities • Use advanced segments with standard reports to provide context53
    50. 50. Questions?
    51. 51. Content reports
    52. 52. All Pages
    53. 53. Navigation
    54. 54. Landing Pages
    55. 55. Exit Pages
    56. 56. Site Search
    57. 57. Site Search
    58. 58. Introduction to goals,funnels, and conversions.
    59. 59. Types of goals Goal completed when visitorURL destination views defined URL Goal completed when visitor spends Time on site X amount of time on site Goal completed when visitor views Pages / visit X number of pages on site Goal completed when visitor takes Event a predefined action
    60. 60. Sample website goals Download a PDF Brochure, student handbook, PPT View specific Application confirmation, login page, webpage event registration Feedback form, inquiry form, newsletter Complete a form sign-up form Add a blog comment, completing aVisitor engagement survey, rating an article
    61. 61. Goal Reports
    62. 62. Goals Report
    63. 63. Reverse Goal Path
    64. 64. Bounce Rate for Landing Pages
    65. 65. Site Metric Definition Type Visit Also known as session Acquisition Number of people that visited the site in theUnique visitors Acquisition reporting periodPages per visit Total # of pageviews / total visit EngagementAvg. time on site Total time spent on site / total #visits Engagement % of visits generated by people who have not % New Visits Acquisition visited site before Bounce rate % of single page visits Engagement
    66. 66. Conversion metrics Conversion rate # outcomes / total # visits Per visit goal Revenue from outcomes # value / total # visitsAbandonment rate % of Abandoned Funnels