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WebC2 t1 t2-t3

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Web Analytics Class 2

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WebC2 t1 t2-t3

  1. 1. Web Analytics & Business Organization Strategy & Implementation
  2. 2. TOPIC REQUIREMENTS Web Analytics User Account linked to Google Analytics. Business understanding of the account linked to Google Analytics.
  3. 3. Business Functions Stakeholders Expectations Reporting to Stakeholders Needs WEB ANALYTICS & BUSINESS ORGANIZATION
  4. 4. operations SALES MARKETIN G FINANCE executive team Web Analytics & Business Functions Sales: Revenue Per Visit Cost Per Transaction Items per Transaction Conversion Rate Marketing: % Reach Impression Share % New Visits Brand Search Share Brand Engagement
  5. 5. Senior Management needs reports directly actionable against Quarterly / Annual Goals. Compare this with Analytics Reports that generate data at Clickstream, Visit Outcomes, Competitor Benchmarks, etc.
  6. 6. Brand Manager Web Analyst Campaign & Analytics # of paid search visits # of non-paid search visits # of direct visits # of overall search visits to the website # of searches for a search phrase / keyword Marketing Indicators Understands at both a functional and an industry level Categorizes Web Analyst reports using Segmentation, Pivots and Filters Turns analytics data into functional information Web Analytics & Stakeholder (Marketing)
  7. 7. Web Analyst Campaign & Analytics # of search visits with Brand terms # of direct visits # of overall search visits to the website # of Brand Term Searches for Jigsaw # of Brand Term Searches for Competitors A, B and C  Metrics & Dimensions that map to Marketing goals (Company Level)  Requires Understanding – Web Analytics Tool | Segmentation | Reporting Web Analytics & Marketing Function
  8. 8. Brand Manager  Focus on Marketing goals (Company Level)  Requires Understanding – Campaign | Product | Competition | Audience Brand Goal Target Actual Reach 30% 24% New Visits 45% 64% Web Analytics & Marketing Expectation
  9. 9. Brand Manager Brand Goal Target Actual Reach 30% 24% New Visits 45% 64% Web Analyst Campaign & Analytics # of search visits with Brand terms # of Direct Visits # of overall search visits to the website # of Brand Term Searches for Jigsaw # of Brand Term Searches for Competitors A, B and C  Move from metrics & dimensions to Marketing goals (Company Level)  Requires Understanding – Campaign | Product | Competition | Audience
  10. 10. Organic Search + Direct Visits = 17,645 + 11,295 = 28,940 Brand Engagement Calculations
  11. 11. Brand Manager helps identifying right Segments | Filters Web Analyst generates the report TIP: These are great interactions for the Web Analyst to understand business context Organic Visits Illustrations
  12. 12. Web Analyst – Brings structured data to the table Brand Engagement Calculations
  13. 13. Brand manager – Brings the Business Context! Brand Engagement Calculations
  14. 14. Organic “Brand Term” Visits = 4,028 Adjust for “Not Provided” = 9,848 Direct Visits = 11,295 Total “Brand Term” driven Visits = 25,171 Brand Engagement = 25,171 / 28,940 = 87% How do we report This? How do we read this as a business indicator? Website Metric Business Metric Brand Engagement Calculations
  15. 15. 0% 10% 20% 30% 40% 50% 60% 70% 80% Q1 Q2 Q3 Q4 Brand Engagement Score This completes the journey from Website Metric to Business Performance Indicator Brand Engagement: Business Metric to KPI
  16. 16. Brand Manager Brand Goal Target Actual Reach 30% 24% New Visits 45% 64% Web Analyst Campaign & Analytics # of search visits with Brand terms # of Direct Visits # of overall search visits to the website # of Brand Term Searches for Jigsaw # of Brand Term Searches for Competitors A, B and C  Move from metrics & dimensions to Marketing goals (Company Level)  Requires Understanding – Campaign | Product | Competition | Audience
  17. 17. CMO Business Indicators Budgeted Vs. Actual RoI (Performance) $s required to meet revised targets (Plan) %ge increase in Repeat Purchases Gross Margin Per Visit – Trends Customer Lifetime Value 0% 10% 20% 30% 40% 50% 60% 70% 80% Q1 Q2 Q3 Q4 Brand Engagement Score Should the CMO worry about this drop? If so, what are the options available to improve this KPI? Web Analytics & Senior Executives
  18. 18. CMO Brand Manager • (# of Brand Term Search Visits + # of Direct Visits) / (# of Search Visits + # of Direct visits) Brand Engagement • (# of Brand Term Searches for Jigsaw) / (# of Brand Term Searches for [Jigsaw + Competitors]) Brand Search Share Index move from marketing metrics to business measures (industry perspective) Take actions – requires business understanding Web Analytics & Business Expectations
  19. 19. Moving from Data to Insights to Business Actions Web Analytics & Stakeholders (Marketing)
  20. 20. RECAP  Data converted to: online metrics; Business indicators; Actionable insights.  Analytical and business capabilities required across different functions.
  21. 21. Thank You
  22. 22. Web Analytics & Business Strategy Strategy & Implementation
  23. 23. Understanding Business Strategy Business Strategy – Performance Indicator Measuring Marketing Performance Measuring Models Creating Measurement Models & Reporting WEB ANALYTICS & BUSINESS STRATEGY
  24. 24. Business Strategy Differentiate from Competitors Achieve revenue & margin goals Attract & retain customers Attributes Based on Market Need, Inherent Strength, Competitor Weakness Long Term Advantage Betting the business – all investments are towards achieving strategic goals Executed over years (as opposed to quarters / months) What is a Business Strategy?
  25. 25. Differentiate From Competitors • Increase Brand Share • Increase Brand Engagement • SERP for natural traffic • Website Rank Customer Focus • Average order Value • % returning customers • % referral Rate • Customer Lifetime Value Cost Leadership • Cost per transaction • Cost per Visit • Cost of Customer Acquisition Sample Business Strategies Why are these important for Web Analysts? KPIs are based on the strategic goals of a business
  26. 26. Understanding Business Strategy Business Strategy – Performance Indicator Measuring Marketing Performance Measuring Models Creating Measurement Models & Reporting WEB ANALYTICS & BUSINESS STRATEGY
  27. 27. Business Strategy Business Indicators Lowest Price Guarantee Lower Selling Costs Cost per visit, per transaction Equal or Better Service / Support Equal or better Customer Experience Increase Cross sell / Up sell Items per transaction, average order value Steady Service / Experience Website page-load, easy catalogue search Business strategy determines metrics and performance indicators
  28. 28. Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue Optimization and Conversion Landing Page Micro Conversions, Page Value, Conversion Funnel Performance Indicators Failure Points Website Objective Marketing objective: Build high converting, natural search traffic Measurement Marketing Performance
  29. 29. Understanding Business Strategy Business Strategy – Performance Indicator Measuring Marketing Performance Measuring Models Creating Measurement Models & Reporting WEB ANALYTICS & BUSINESS STRATEGY
  30. 30. Example: Jigsaw Academy - Training for Business Professionals
  31. 31. Micro-conversions- Lead Generation
  32. 32. Path to Purchase
  33. 33. Path to Purchase: Product Review
  34. 34. Path to Purchase: Subscription
  35. 35. Path to Purchase: Order Fulfillment
  36. 36. Path to Purchase: Analytics Report
  37. 37. Path to Purchase in Analytics
  38. 38. Path to Purchase in Analytics
  39. 39. Path to Purchase in Analytics
  40. 40. Understanding Business Strategy Business Strategy – Performance Indicator Measuring Marketing Performance Measuring Models Creating Measurement Models & Reporting WEB ANALYTICS & BUSINESS STRATEGY
  41. 41.  Track progress of business objective(s) on a regular basis  Identify & measure metrics / KPIs  Indicate which initiatives are working and which do not  Help calibrate business actions based on data driven insights What is a Measurement Model?
  42. 42. Validation Metric & Business Indicators Functional Objectives Measurement Model – Simple Rules
  43. 43. Functional Objectives MARKETING SALES BRAND CUSTOMER EXPERIENCE Measurement Model – Simple Rules
  44. 44. REVENUE BRAND SHARE REPEAT CUSTOMERS WEBSITE MONETIZATION Metric & Business Indicators Measurement Model – Simple Rules
  45. 45. MARKETING BRAND SHARE Measurement Model – Simple Rules Is this Right? sales brand Customer experience revenues margin Repeats & referrals
  46. 46. Represent functional objectives; Capture what is happening - accurately & detailed, Indicate what works or not; What actions to take. Validation Measurement Model – Simple Rules
  47. 47. Understanding Business Strategy Business Strategy – Performance Indicator Measuring Marketing Performance Measuring Models Creating Measurement Models & Reporting WEB ANALYTICS & BUSINESS STRATEGY
  48. 48. Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue Optimization and Conversion Landing Page Micro Conversions, Page Value, Conversion Funnel Performance Indicators Failure Points Website Objective Measurement Marketing Performance Marketing objective: Build high converting, natural search traffic
  49. 49. Site Level Monetization Site Value 237,465 X 0.56 = 132, 980
  50. 50. Page Level Monetization Continuous optimization and steady business would show what trend?
  51. 51. RECAP  Relationship between business strategy and Web Analytics identified through business indicators,  Linked the indicators to web analytics metrics.
  52. 52. Thank You
  53. 53. Web Analytics Measurement Framework Strategy & Implementation
  54. 54. Identifying & Agreeing on Performance Indicators Web Analytics Implementation Framework Reporting Business Insights Highlighting Business Actionables Web Analytics Measurement Framework
  55. 55. CXO Level Business strategy Low cost online retailer Vice President Marketing goals • Brand awareness • Visit personalization • Purchase recommendation Marketing / Senior Managers Performance indicators • Low cost per visit • Low cost per transaction • High average order value • High items per transaction Web Analytics Implementation – Strategy to Indicators
  56. 56. Operations/ Finance Agree on targets Low cost online retailer Analysts What / who to measure • Target price conscious users • Visit personalization • Purchase recommendation Executives / Senior Managers Business insights & actionables • Low cost per visit • Low cost per transaction • High average order value • High items per transaction Web Analytics Implementation – Measurement to Insights
  57. 57. Identifying & Agreeing on Performance Indicators Web Analytics Implementation Framework Reporting Business Insights Highlighting Business Actionables Web Analytics Measurement Framework
  58. 58. Introducing Online Measurement Model Marketing Goals Brand Awareness Personalization Recommendation KPIs Brand Engagement Brand Search Share Returning Visitors | Repeat Customers Average Order Value | Items Per Transaction QoQ Target for KPIs 10% Increase 5 % Increase 5% Increase Measure 1. New Visits - from “Direct” 2. Search Visits - “Brand Visits” | Brand Term Search Index 1. Segment: Returning Visitors 2. Measure: Cost Per Visit | Conversion Rate | Average Repeat Purchase Rate | Cost per transaction 1. Segment: Returning Visitors 2. Measure: Average Order Value, # of Product Categories / Transaction, # of Items / Transaction Available from Campaign / Analytics Reports? Yes yes Yes
  59. 59. Example: Jigsaw Academy - Training for Business Professionals
  60. 60. Statement: Jigsaw is in the business of Online Training for Analytics Professionals. Business Goal: The company wants to generate quality visit sources at low costs. Organic Acquisition Strategy Ability to leverage Brand in the short to medium term is low
  61. 61. 0 500 1000 1500 2000 2500 3000 3500 4000 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Steadily increasing, but not enough to meet business goals Need organic & other sources to supplement brand driven visits Visits from Brand Term Search Month & Year Brand Search Trends
  62. 62. CXO Level Business strategy Driven revenues from organic traffic Organic Traffic: Strategy to Indicators
  63. 63. Vice President Marketing goals Brand awareness New visitors Repeat visitors Leads Organic Traffic: Strategy to Indicators
  64. 64. Performance indicators Brand / Generic term search ranks Visitor Engagement Lead quality Content relevance Traffic Marketing / Senior Managers Organic Traffic: Strategy to Indicators
  65. 65. Marketing / Sales Agree on targets 15% increase in enrolment 20% increase in visits 10% increase in content monetization Organic Traffic: Strategy to Indicators
  66. 66. Analysts Organic Traffic: Strategy to Indicators What / who to measure New visits & returning Brand search share index Micro conversions Lead generation Lead to customer conversion
  67. 67. Executives / Senior Managers Business insights & actionables Improve lead quality? Increase visits with relevant intent? Content marketing for referral/social visits? Organic Traffic: Strategy to Indicators
  68. 68. Identifying & Agreeing on Performance Indicators Web Analytics Implementation Framework Reporting Business Insights Highlighting Business Actionables Web Analytics Measurement Framework
  69. 69. Marketing / Sales Analysts Executives / Senior Managers Agree on targets 15% Increase in Enrollment 20% Increase in Visits 10% increase in Content Monetization What / Who do we measure? New Visits & Returning Visitors Brand Search Share Index Micro Conversions Lead Conversion Lead to Customer Conversion Business Insights & Actionables Improve Lead Quality? Increase visits with relevant intent? Content Marketing for Referral / Social visits? Web Analytics Implementation – Measurement to Insights
  70. 70. Relevant content & Refresh Visitor Engagement Average Visit Time (Page / Website) Likes | Comments | Reviews SERP Increased Visits Actionable: Content Strategy to Drive Organic Visits
  71. 71. Relevant content & Refresh Visitor Engagement Average Visit Time (Page / Website) Likes | Comments | Reviews SERP Increased Visits Content has Context: a) Is it relevant for next 30 days? b) Is it relevant for our customers? c) Is it relevant for our back linkers? d) What type of content? Text | Image | Audio | Video | Shareable | Downloadable | Portable
  72. 72. Relevant content & Refresh Visitor Engagement Average Visit Time (Page / Website) Likes | Comments | Reviews SERP Increased Visits Great Content: Video Play, Download, Search Engaged Visitors: Scroll Down, Time on Page, Bounce Rate, Did they visit another page
  73. 73. Relevant content & Refresh Visitor Engagement Average Visit Time (Page / Website) Likes | Comments | Reviews SERP Increased Visits Higher Rankings: SERPs for target Search Phrases / SEO Pages Positive Feedback: Measure Sentiment / Tone of Reviews More Visitors: Visits, Visitors, First / Repeat
  74. 74. Some questions to consider … What is missing in the SEO Category Pages? How many SEO Pages do we manage today? Are we measuring all of these? Do we know our best performing pages by category?
  75. 75. Outcomes Company Product Blog Engagement Time on Page, Bounce rates, Pages / Visit, Chats / Visit Positives Comments / Likes Interaction Comments | Scroll Downs | Video Play Site Monetization [Micro Conversions, Leads, Page] - $ Values / Visit Visits # of First Time | Repeat Visitors Leads # of Leads / Enquiries Higher Conversions / Conversion Rates Visits to Leads| Leads to Purchase| # of Purchases | Average Purchase Value SiteExperienceBusinessOutcome Reporting Actionable Outcomes – Content & Organic Segment
  76. 76. outcomes visits engagement leads Engagement Positives Interaction Site Monetization More Visits More searches Higher enrollment/ enrollment rates SiteExperienceBusinessOutcome Reporting Actionable Outcomes – Content & Organic Segment all of these can be reported as above, using tools like Google Analytics
  77. 77. Identifying & Agreeing on Performance Indicators Web Analytics Implementation Framework Reporting Business Insights Highlighting Business Actionables Web Analytics Measurement Framework
  78. 78. Poor Lead Quality Low Lead to Enrolment Conversion Communicate product price clearly; Conduct Survey of Leads Jigsaw Academy Organic Traffic - Actionables from Analytics ISSUE INDICATOR ACTION
  79. 79. Poor Visit Quality High Bounce Rates | Low Time on Site | Low Visit to Lead Conversion Optimize Landing Pages & Keywords for Visitor Intents of Comparison & Purchase Jigsaw Academy Organic Traffic – Actionables from Analytics ISSUE INDICATOR ACTION
  80. 80. Low # of Visits Monthly Visit Trends Content Marketing for Social | Referral Traffic Jigsaw Academy Organic Traffic – Actionables from Analytics ISSUE INDICATOR ACTION
  81. 81. RECAP  Understood & created a measurement model to understand if our content strategy is working;  Improve strategy by understanding why certain aspect are not working.
  82. 82. Thank You

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