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Web Analytics Evaluation & Road Map


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Web Analytics Evaluation & Road Map

  1. 1. Web Analytics Evaluation & Road Map Adobe Analytics (Site Catalyst) How to Perform an Implementation Assessment Kashif Khurshid
  2. 2. Objective Evaluate current implementation of web analytics and develop a plan to mature the consumption of web stats Evaluate Current State of Analytics: • SiteCatalyst is used primarily as an IT defect monitoring and recording tool • Minimal data validation with backend system • Collecting data without a long-term vision • Reactive reporting Set a Road Map (Business Vision): • Mobilize business analytics- provide reason for behavior, uncover optimization opportunities & build recommendations • Proactive reporting for key areas (channels, sections, customer segments…) • long-term approach to web analytics (3 phases) • Phase 1: High-level website facts • Phase 2: Segmentation of traffic, behavioral analysis & proactive trend monitoring • Phase 3: Deep-dives & testing for optimization of user experience
  3. 3. Web Analytics Maturity Model Defining The Business Objectives Phase 1: High level web site facts(<1 year) • Provide high level stats on overall web performance (web facts: sales, lead’s, prospect and client metrics & etc.) Phase 2: Segmentation of traffic, behavior analysis & proactive trend monitoring (will help answer 85% of issues) (2>=3 years) • Create segment reports based on marketing channels / site sections / custom metrics • Hero banner and site link reporting based on advance segmentation and link tracking Phase 3: Deep-dives & testing for optimization of user experience (3+ years) • Leveraging the system with deep dive studies of different sections of the site (i.e. entry traffic from Home vs. landing pages- content consumption, KPI’s, conversion rates) to provide recommendations & uncover optimization opportunities • Testing different content/ landing pages, banners, etc. • Correlation of web data with other sources (data connector, testing, email, survey, call logs, internal database) • Customized live dashboard with real-time website metrics (on desktop or intranet)
  4. 4. Action Plan Item Description Priority Effort Target Date Resources Cookies 3 High Medium 1-Jul IT/Adobe Upgrades to Platform More functionality: increase segmentation, correlation of data High Medium 1-Jul IT/Adobe IP Filtering Block internal traffic- roll up suite? study client/ prospects only Medium Low 1-Jul IT Funnel/Events Update and define new conversion scenario/events- drop off analysis Medium High TBD IT Custom Dimensions & Metrics Standardize structure & add new business definitions- more cuts of data Medium High TBD IT/Adobe Campaign Strategy Identify channels and define global tagging standards – cross channel analysis Medium Medium TBD IT Pagename/Category Follow breadcrumbs or hierarchy structure- deep Medium dive research High TBD IT/Adobe Link Tracking Standardize across all pages or select pagesproactive CTR monitoring on hero banners Low Medium TBD IT/Adobe Segmentation & Classifications Create business specific segments and look up matches Medium Medium TBD IT/Adobe rd st party to 1 party: full picture, more accurate
  5. 5. Campaign Tagging Strategy Report all campaigns under the following categories: (may choose to use single parameter for all campaigns or unique parameters based on your integration needs although single is recommended by vendors) May also choose to configure attribution modeling (i.e marketing channel report for first / last touch analysis) • Paid Search (google, msn/yahoo, keyword networks) • • Email: traffic from emails • • cmp=sm_<channel(fb/tw)_uniqueid)> Banner: image/interactive ads placed on 3rd party or search portals • • cmp=ol_<medium(qr,vn,en,ps,mg)_unique attributes> Social Media: traffic from facebook, twitter, youtube, linkedIn and others • • cmp=em_<medium(service, product, etc)_unique id> Offline/ QR codes: bill envelop, postcards, magazine • • cmp=PS_<productline>_<brand/NB>_<Geo/NG>_<MatchType>_<channel>_<campaign name in Google/Bing>_<ad group>_<keyword/Page> cmp=bn_<vendor_res/bus_type (local, brand product)_product category (smb/dumps)> Other/ referrer: traffic from 3rd party sites that generated organically (untagged traffic from 3rd party sites) •cmp=3p_<channel_unique id> • • Bookmark/Direct: all direct or untrafficked (no referrer) traffic Organic search (traffic from search engines that does not have a campaign code
  6. 6. Web Analytics Administrative Tasks Required periodic Maintenance for Web Analytics Platform • • • • • • • • • • • moderate user accounts manage code base (js) and version to maximize value Install new plugins manage segmentation and removal of old segments manage saint classifications & look up files manage marketing channel classifications test and troubleshoot evars/sprops/events manage / troubleshoot integration of 3rd party tools solve data integrity issues manage training of new features / functionality create standards for best practices and simplify code/ implementation/ tag management solution VALUE comes ONLY AFTER proper implementation of platform