Getting more business value from Web Analytics<br />Dr Dave Chaffey, CEO Smart Insights<br />May 17th 2010eMetrics Marketi...
About Dave Chaffey<br />Best practice<br />Qualifications<br />Books<br />Portal & <br />software:<br />www.smartinsights....
Today’s agenda = getting analytics used<br />0 The elephant in the room<br />1 Creating a marketing optimisation plan<br /...
Featuritis = Too much choice<br />4<br />
IMO All web analytics systems have a common flaw OOB...<br />They don’t readily answer the questions…<br />“How are we doi...
Consequently, oftentimes…<br />Analytics don’t get used.<br />If they do, WILFING commonplace<br />Unsegmented averages re...
4 stories from the coalface<br />“There’s just me as web analyst and 60 users of Google Analytics. They don’t dedicate tim...
8<br />= Our agenda<br />Source: Web Analytics Association Industry Outlook Survey 2010<br />
9<br />Source: Web Analytics Association Industry Outlook Survey 2010<br />
1 Creating a marketing optimisation plan<br />Source: Chaffey: Internet marketing strategy, implementation and practice, 4...
Creating a marketing optimisation planusing SOSTAC<br />11<br />http://www.smartinsights.com/blog/digital-marketing-strate...
12<br />What is your capability maturity?<br />Source: Carnegie Mellon University  http://www.sei.cmu.edu<br />
Planned sales/conversion optimisation<br />Source:<br />14<br />14<br />
Other work on analytics capability maturity<br />15<br />Stephane Hamel : http://immeria.net/wamm/<br />
Mini case study www.euroffice.co.uk<br />16<br />Encourage search<br />dominant visitors<br />SEO and brand intro<br />OVP...
Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rate...
Sound advice…<br />|18<br />
Practical Tip <br />Review % age of visits by different landing page types<br />(for first time and repeat visitors)<br />...
Source: Craig Sullivan independent survey 2009 <br />|20<br />
Show me the money!<br />21<br />The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influen...
Source: Craig Sullivan independent survey 2009<br />|22<br />
Process Integation:A. Effective dashboards<br />23<br />Surfacing issues for HiPPOs<br />Maturity of practice<br />
What are we trying to achieve / optimise?Introducing the REAN framework : Steve Jackson, Cult of Analytics<br /><ul><li>Re...
Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
Activate – Convert engagement into business value – generate leads and sales
Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds a...
Analyst REAN Questions<br /><ul><li>Which questions should you ask to improve the effectiveness and efficiency of REAN?
Reach:
Engage
Activate
Nurture</li></ul>25<br />|25<br />
Examples of measures within REAN framework<br />|26<br />
27<br />
What we need: Role-based reporting<br />Tip: Develop a role-based dashboard<br />Managing<br />Analytics view<br />Helping...
 Finance Director
 Marketing Director
 Contribution
 Margin
 On target performance</li></ul>Marketing<br />effectiveness<br /><ul><li> Leads
 Sales
 Brand health
 Marketing manager
 Brand / Product managers</li></ul>Digital marketing<br />effectiveness<br /><ul><li> Offsite campaigns
 Site health
 Opportunities
 Digital marketing manager
 Web manager</li></ul>Digital channel<br />efficiency<br /><ul><li> Search
 Paid media
 Conversion optimisation
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Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation

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My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights. Often, the systems are only really used by analysts rather than marketers managing budgets to take decisions to improve growth and performance of their online business. The presentation suggests some approaches to make analytics more actionable and build them into business processes.

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Getting more business value from web analytics - Dave Chaffey smart insights 2010 London emetrics presentation

  1. 1. Getting more business value from Web Analytics<br />Dr Dave Chaffey, CEO Smart Insights<br />May 17th 2010eMetrics Marketing Optimization Summit London<br />
  2. 2. About Dave Chaffey<br />Best practice<br />Qualifications<br />Books<br />Portal & <br />software:<br />www.smartinsights.com/beta<br />Search &<br />Conversion<br />consulting<br />Strategy<br />consulting<br />2<br />
  3. 3. Today’s agenda = getting analytics used<br />0 The elephant in the room<br />1 Creating a marketing optimisation plan<br />2 Integrating analytics into your business processes<br />A Effective dashboards<br />REAN <br />Google Analytics custom reports<br />B Customised alerts<br />Google Analytics Intelligence<br />C Identifying problems and opportunities<br />Google Analytics Advanced segments<br />3<br />
  4. 4. Featuritis = Too much choice<br />4<br />
  5. 5. IMO All web analytics systems have a common flaw OOB...<br />They don’t readily answer the questions…<br />“How are we doing at the moment?” Context. Company targets, time, competitor relative performance.<br />“What does good look like?”Context. Gap analysis. Marketplace benchmarking.<br />“Where are the problems or opportunities?”Context. Gap analysis. Marketplace benchmarking.<br />“So what should I do next?”Advice on where to focus. Context. Advice on where to focus marketing activities.<br />5<br />
  6. 6. Consequently, oftentimes…<br />Analytics don’t get used.<br />If they do, WILFING commonplace<br />Unsegmented averages reign<br />Reporting NOT actionable analytics<br />6<br />
  7. 7. 4 stories from the coalface<br />“There’s just me as web analyst and 60 users of Google Analytics. They don’t dedicate time to using it. They’re too busy running campaigns… ”<br />“It’s very frustrating. I’ve no time to go into any great depth. I don’t know where to go to find information to show what’s working and what’s not”<br />Brand manager, Pharma<br />Web analyst, Financial Services<br />“I use it primarily for monthly or weekly reporting. Due to the amount of data and lack of time I don’t have time to do more ”<br />“We have 79 users, but the analytics people still become bottlenecks so we ran a project to export data into our data warehouse to give us exactly what we want… ”<br />Marketing manager, <br />B2B Software company <br />Ecommerce manager, B2B <br />7<br />
  8. 8. 8<br />= Our agenda<br />Source: Web Analytics Association Industry Outlook Survey 2010<br />
  9. 9. 9<br />Source: Web Analytics Association Industry Outlook Survey 2010<br />
  10. 10. 1 Creating a marketing optimisation plan<br />Source: Chaffey: Internet marketing strategy, implementation and practice, 4e<br />
  11. 11. Creating a marketing optimisation planusing SOSTAC<br />11<br />http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/<br />What are the strengths and weaknesses<br />in your current process?<br />
  12. 12. 12<br />What is your capability maturity?<br />Source: Carnegie Mellon University http://www.sei.cmu.edu<br />
  13. 13.
  14. 14. Planned sales/conversion optimisation<br />Source:<br />14<br />14<br />
  15. 15. Other work on analytics capability maturity<br />15<br />Stephane Hamel : http://immeria.net/wamm/<br />
  16. 16. Mini case study www.euroffice.co.uk<br />16<br />Encourage search<br />dominant visitors<br />SEO and brand intro<br />OVP<br />Encourage browse<br />dominant visitors<br />“Reasons to return”<br />OVP<br />Social <br />proof<br />
  17. 17. Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views<br />Where do we start? What will give us the biggest uplift in…?<br />Home page<br />Landing pages<br />Category pages<br />Branding & utility pages<br />Search<br />Product pages<br />Conversion goal pages<br />Check out pages<br />|17<br />
  18. 18. Sound advice…<br />|18<br />
  19. 19. Practical Tip <br />Review % age of visits by different landing page types<br />(for first time and repeat visitors)<br />Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.<br />“Points of Resolution”<br />Home page<br />About Us<br />Search page<br />Category page<br />Detailed product info<br />Product page<br />Sub-product page<br />Pricing<br />Security & Privacy<br />Checkout / forms<br />Tailored landing page<br />| 19<br />
  20. 20. Source: Craig Sullivan independent survey 2009 <br />|20<br />
  21. 21. Show me the money!<br />21<br />The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br />http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/<br />http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205<br />
  22. 22. Source: Craig Sullivan independent survey 2009<br />|22<br />
  23. 23. Process Integation:A. Effective dashboards<br />23<br />Surfacing issues for HiPPOs<br />Maturity of practice<br />
  24. 24. What are we trying to achieve / optimise?Introducing the REAN framework : Steve Jackson, Cult of Analytics<br /><ul><li>Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
  25. 25. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
  26. 26. Activate – Convert engagement into business value – generate leads and sales
  27. 27. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content</li></ul>24<br />
  28. 28. Analyst REAN Questions<br /><ul><li>Which questions should you ask to improve the effectiveness and efficiency of REAN?
  29. 29. Reach:
  30. 30. Engage
  31. 31. Activate
  32. 32. Nurture</li></ul>25<br />|25<br />
  33. 33. Examples of measures within REAN framework<br />|26<br />
  34. 34. 27<br />
  35. 35. What we need: Role-based reporting<br />Tip: Develop a role-based dashboard<br />Managing<br />Analytics view<br />Helping<br />Commercial<br />Performance<br /><ul><li> MD / CEO
  36. 36. Finance Director
  37. 37. Marketing Director
  38. 38. Contribution
  39. 39. Margin
  40. 40. On target performance</li></ul>Marketing<br />effectiveness<br /><ul><li> Leads
  41. 41. Sales
  42. 42. Brand health
  43. 43. Marketing manager
  44. 44. Brand / Product managers</li></ul>Digital marketing<br />effectiveness<br /><ul><li> Offsite campaigns
  45. 45. Site health
  46. 46. Opportunities
  47. 47. Digital marketing manager
  48. 48. Web manager</li></ul>Digital channel<br />efficiency<br /><ul><li> Search
  49. 49. Paid media
  50. 50. Conversion optimisation
  51. 51. Channel specialists
  52. 52. Site / content owners
  53. 53. Web analysts</li></ul>28<br />
  54. 54. Tip. Use Feedback tools“Why” not “What”<br />29<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
  55. 55. Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />|30<br />
  56. 56. Voice of the customer<br />31<br />
  57. 57. Site and business innovation ideas<br />32<br />
  58. 58. Digital marketing <br />management system<br />Summary performance dashboards <br />Intelligent alerting and diagnosis<br />Market insights<br />Customer<br />(inc searches)<br />Competitors<br />Intermediaries<br />Web analytics<br />& optimisation<br />Traffic<br />Engagement<br />Value<br />Commercial<br />Sales<br />Customers<br />Finance<br />Brand<br />Searches<br />Conversations<br />Engagement<br />Health<br />What we need: 3. Integration<br />33<br />
  59. 59. How do you use the dashboard??<br />| 34<br />
  60. 60. Custom reports beta (can overlay segmentation)<br />|35<br />
  61. 61. Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time more easily<br />2. Value reporting. Repeat the value of different contributors:<br />Keywords<br />Landing pages<br />Product categories<br />Countries <br />3. Role-based reporting.Setup different tabs for different types of people or marketing activity<br />36<br />http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html<br />
  62. 62. Process Integation:B. Customised Alerts<br />37<br />
  63. 63. Use your “Intelligence”<br />38<br />Tip: Use Custom Alerts in your system<br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/<br />
  64. 64. Process Integation:C. Diagnostic analysis highlighting problems and opportunities<br />39<br />
  65. 65. Segmenting pages/product by performance<br />| 40<br />Page or product popularity (views)<br />or page view variance (compared to average)<br />Conversion rate<br />Or conversion rate variance (add to basket) compared to average<br />
  66. 66. |41<br />
  67. 67. Smarter reporting options<br />Pivot tables<br />Filter reports with simple filter based on page or keyword name or New: an Advanced Filter on any variable<br />| 42<br />
  68. 68. Bubble ormotion charts<br />|43<br />NB shows animated performance by day<br />
  69. 69. Page analysis technique : Reverse and forward path analysis<br />|44<br />
  70. 70. Advanced segments – some options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  71. 71. Natural
  72. 72. Paid and natural brand and non-brand
  73. 73. By number of keywords – 2,3,4
  74. 74. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  75. 75. Returning visitor
  76. 76. Registered visitor
  77. 77. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  78. 78. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  79. 79. Product page
  80. 80. Checkout complete
  81. 81. Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform (less important)<br /><ul><li>Browser
  82. 82. Screen resolution
  83. 83. Mobile platforms</li></ul>8. Segmentation by Location Geography<br />Main markets<br /><ul><li>UK
  84. 84. US
  85. 85. FIGS
  86. 86. ROW</li></ul>| 45<br />See <br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br />+ By behaviour – search and browse<br />
  87. 87. Advanced segmentation exampleSegmentation by Visitor Type <br />Practical Tip <br />Use Content Drilldown for understanding grouped content popularity<br />But need DFA! URL Strategy<br />|46<br />
  88. 88. Advanced: Dimensionator for second page viewed<br />47<br />http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html<br />
  89. 89. Handy plugin for relative SEO changes<br /> Firefox plugin:<br />http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/<br />|48<br />
  90. 90. |49<br />Advanced segmentation for social media Tracking social media<br />Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/<br />See also: www.davechaffey.com/online-reputation-management-tools<br />
  91. 91. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />

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