Web and Digital Analytics


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Digital World Expo v201.1 .:. Presentation by Christina Kim and Steve Earl

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Web and Digital Analytics

  1. 1. Web & Digital AnalyticsTitle: Web and Digital AnalyticsPresenters • Christina Kim – Zappo’s • Steve Earl – WebtrendsTimes • Monday, Sep 26 - 1:15 – 2:00pm • Tuesday, Sep 27 – 11:15 – 12:00Stated ObjectiveThe objective of the class is to provide an overview of the fundamentals of analytics to audiencemembers who may have anywhere from zero to five years experience with digital measurement tools.Background The Web offers various measurement aspects using a multitude of acronyms for definitions. Thiscourse will introduce the key elements of measuring everything from user behavior to conversions andonline sales. Web analytics have been in use for over a decade with more and more insights availableevery day. They are an essential part of interactive marketing and will be required to analyze successesand next steps in optimization.Target AudienceThe conference will attract between 500-1000 media, marketing and advertising professionalsPresentation Summary 1. Broad industry perspective (Steve Earl , Webtrends – 20mins): The broader industry of analytics, how has it changed and what companies need to keep in mind. 2. Web Analytics at Zappos (Christina Kim, Zappo’s - 20 mins) – A practitioner’s perspective or “lessons from the trenches on what really matters”. 1
  2. 2. Presentation Outline and Key Take AwaysSection #1: Broad industry perspective (Steve) 1. Analytics today in a multi-channel world a. Describe the evolution of web analytics over last 15 years from traditional website reporting to the rise of support social & mobile marketing. Why does this matter to the web analyst? b. Back to the Future: The impact of mobile and social marketing on analytics. The need to justify investment in mobile and social is similar to the early days of the web. The role of measurement is central to this. c. Where do I start? What do I need to think about? What types of solutions are out there? Do I need to decide between Paid Vs Free? 2. How does Web Analytics work? a. Data collection • Explain the role of cookies, javascript, tagging, log files, etc. • Data Collection in facebook and mobile b. Data analysis • Filtering, sampling, correlating, etc. c. Reporting & visualizations • Key Metrics by channel: Hits, page views, visits, visitors, bounce rate…..fans, likes, comments….. downloads, sessions….etc • Reports, dashboards, heat maps, funnels, etc d. Integrations • The importance of getting data in and out of the analytics tool 3. Critical Success Factors : The key things that analysts and the companies they work for should consider when using analytics 1. Don’t boil the ocean i. Start small and targeted, get early success, then add incrementally 2. Use analytics to drive action i. Data is irrelevant if it cannot be consumed and acted upon ii. Think about analytics as “cost savings” not “added expense” 3. Measure What Matters i. Understand what matters to your business users – less is more ii. Align your digital metrics with the company’s stated business objectives : “continually ask difficult questions of the organization to ensure that your measurement strategy and resulting data supports the needs of the business. This information must be widely socialized and readily accessible.” iii. Move beyond reporting on Visits (it’s about customers and prospects) iv. Define KPI’s around business results, not visitor behaviors 4. Take care not to fall into the reporting trap i. Avoid jargon ii. If your weekly report is 50 pages, you are doing something wrong 2
  3. 3. iii. Web analysts often complain that the people who would benefit the most from their work don’t seem to really care – why? 5. Beware the silo’s i. Understand your “digital channel” as an integral part of your company’s online digital presence ii. Site, mobile and social have different success metrics within themselves, but all should have common goals around audience, interactions, engagement and outcomes 6. Nurture a culture of measurement within your organization i. “Successful outcomes that result from use of data should be showcased such that stakeholders who have yet to immerse themselves in the culture of measurement will be compelled to do so.” ii. Celebrate the successes4. Where to do for more information a. Industry influencers b. Analysts c. Organizations d. Conferences e. More information 3
  4. 4. Section #2: Web Analytics at Zappos (Christina) 1. Overview of Zappos (set the stage) a. Provide a description of online presence, business model, size, mix of online properties, digital marketing approach 2. Why Zappos uses analytics (business case) a. Where we are with analytics adoption 1. Culture around using data 2. Tools b. Describe why Zappos uses analytics and who in your org is responsible for delivering it c. Audience of analytics data 3. What do you measure and how does Zappos use analytics to prove the success of digital projects a. What is important to Zappos – of all the analytics capabilities, what is most important to Zappos in supporting their business goals 4. Where did you start (maybe a little on “getting started” – what other companies need to keep in mind) a. Make yourself visible – share findings, ask questions, go to some meetings or set up interviews b. Process – education and networking, both formal and informal and prioritization c. Collect good data 5. Wrap-up : Lessons learned from the field – top 7 take-aways that practitioners need to keep in mind. a. Network - Make friends throughout the organization. Learn about what they are interested in. Inject yourself into their planning process. b. Define your key funnel, from marketing channels to site visits to your conversion events, and form a “funnel group” who can be responsible for each stage and also guard the funnel as a team. c. Integrate your process into the website schedule – Understand how website releases work in your company and stay on top of upcoming features. Constantly remind everyone of analytics by asking questions such as “how are we measuring the success of the project?” or “can we track it?” d. Don’t let them lose trust in your data. Validate them yourself all the time before sharing it and be prepared to answer questions about where your sources are. e. Establish your role as a web analytics expert (vs. a report producer) – Have business users answer the why’s for a request and deliver insights even if they are simply “data requests”. f. Create deliverables that are pleasing to eyes. g. Don’t lose sight of “human” factors, a.k.a. the “art” of web analytics – Try to think in the visitors’ shoes, try to understand why they may be acting in a certain way, and if possible gather qualitative data to answer some of the questions the data can’t answer. 4