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International Web Analytics: A Monkey-free Framework

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Don't be a monkey! Listen. See. Talk.
Effective Web Analytics sits on top of a solid framework: here is one for any website, with an International "touch".

Published in: Marketing, Technology, Business
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International Web Analytics: A Monkey-free Framework

  1. 1. International Web Analytics A Monkey-free Framework @dSmulevich
  2. 2. We never had so much data at our disposal…
  3. 3. …and no one can say we don’t put it to good use
  4. 4. WHY?
  5. 5. WE DON’T LISTEN
  6. 6. Our users are already telling us what we need to know
  7. 7. Don’t forget to test your assumptions
  8. 8. A/B
  9. 9. AA/BB
  10. 10. A little birdie told me that…
  11. 11. CONTENT
  12. 12. So why don’t we track how people engage with our content?
  13. 13. CLICKS DOWNLOADS VIDEO PLAYS VIDEO ENGAGEMENT SIGNUPS LOGINS CALLS SHARING BUTTONS INTERACTIONS SCROLLING
  14. 14. CONVERSIONS
  15. 15. MICRO--CONVERSIONS
  16. 16. Apply it to all other countries
  17. 17. We track things like we were in the 1980s
  18. 18. Use Universal Analytics for crossdevice measurement
  19. 19. Add a hidden field to the registration form to hold the client ID Tell Google to override their internal user ID and start using yours
  20. 20. Page A Page B Registers Page C Page A Page B Logs in Page C
  21. 21. “User 1” Page A Page B Registers Page C “User 3” Page A “User 2” Page B Logs in Page C
  22. 22. WE DON’T SEE
  23. 23. We went to the barricades for keyword data
  24. 24. As if we didn’t have enough data
  25. 25. 231 137
  26. 26. Sometimes you have to work harder to get them…
  27. 27. …but that doesn’t mean that they are out of reach
  28. 28. BUT I ONLY GET 90 DAYS WORTH OF DATA…
  29. 29. Use a Python script to automatically download webmaster tools search queries data
  30. 30. BUT THEY ARE ONLY THE TOP QUERIES!
  31. 31. If you use subdomains or subfolders for your international structure, create a profile for each of them
  32. 32. Don’t lose track of your goals…
  33. 33. …so that you know when you need to act, rather than react
  34. 34. KPIs
  35. 35. KPIs
  36. 36. BOUNCE RATE
  37. 37. BOUNCE RATE
  38. 38. TIME ON SITE
  39. 39. TIME ON SITE
  40. 40. And they are also misleading
  41. 41. Time on Site
  42. 42. Business Objective Effective Marketing Goal Build a customer database KPI Number of new signups per month KPI Target 200 per month Segmented KPI Number of new signups per month by channel
  43. 43. They say that you have to spend money to make money…
  44. 44. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)
  45. 45. …but how do you attribute revenues to the right channels?
  46. 46. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
  47. 47. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
  48. 48. SEO PPC EMAIL DIRECT
  49. 49. SEO PPC EMAIL DIRECT
  50. 50. SEO PPC EMAIL DIRECT
  51. 51. SEO PPC EMAIL DIRECT
  52. 52. SEO PPC EMAIL DIRECT
  53. 53. Resist the temptation to apply the same model to all countries
  54. 54. WE DON’T TALK
  55. 55. We work in silos
  56. 56. How can we learn from each other?
  57. 57. Start with giving each other visibility
  58. 58. Always create a profile view with a filter to attach the hostname to the request URI
  59. 59. Share data with the relevant stakeholders
  60. 60. Don’t lock it away!
  61. 61. Combine multiple data sources into real time business dashboards
  62. 62. KPIs PIs
  63. 63. LISTEN. SEE. TALK.
  64. 64. LISTEN. SEE. TALK.
  65. 65. LISTEN. SEE. TALK.
  66. 66. LISTEN. SEE. TALK.
  67. 67. Thank you.

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