2. Quick introduction to me
Australian living in London
Worked in Digital Analytics for over 10 years
Founder of L3 Analytics in 2010
London based Digital Analytics Consultancy
GA & GTM Certified Partner
Merging with AEP Convert to form LeapThree
Support with Google Analytics and Adobe Analytics
Services from Set-up to CRO, Personalisation and Data Strategy
Work with clients of all sizes and across all sectors
Founder of MeasureCamp
Co-founder of MeasureBowling
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3. To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
Purpose of Digital Analytics
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To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
4. Purpose of Digital Analytics
To be more blunt, the purpose of Digital Analytics is:
1. To make your company more money
2. So you get a bigger bonus/pay rise
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Photo Credit:
HikingArtist.com
via Compfight cc
5. What is Digital Analytics all about?
It is not
creating mountains of reports
endless tables of data
an IT or Finance function
Digital Analytics is quite simply about
using data to make smarter business decisions
insights and information
enabling everyone to understand performance
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7. The Biggest Barrier
What is the biggest barrier for Digital Analytics?
TOO MUCH DATA
Easy to be overwhelmed, not sure where to start, what to look at – drown in
it and give up
An early piece of advice, start with the basics
And always focus on the business questions
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8. Caveat: Digital Analytics tools are not 100% accurate
Why?
Not all visitors allow JavaScript
Fake traffic coming from bots
Errors in the implementation
Different technologies and definitions
Doesn’t contain offsite actions/information
How many unique visitors are you?
So what should you do about it?
Get over it...
Remember, the point of digital analytics is to make smarter business decisions
The absolute numbers don’t matter as long as the error is consistent
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9. Some definitions to start with
HITS
How Idiots Track Success
Page Views
A view of a page
Sessions
One or more website interactions (pageviews or events)
Ends after 30 min of inactivity or by re-entering the website
Users
Number of people who visited the website within a specified date range based on cookies
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10. Some definitions to start with
Bounce Rate
Proportion of sessions that viewed a single page only
(or had a single interaction e.g. no events were triggered)
Conversion Rate
Proportion of sessions who perform a desired action
Session Duration
(Timestamp of the last interaction of the session) minus (Timestamp of the first interaction)
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11. Let’s test your knowledge...
Fred visits your website
On Mon and views 3 pages
On Wed and views 1 page
On Fri via an email and views 1 page
Returning 5min later via Organic Search and view 3 pages
Mary visits your website
On Mon and views 1 page
On Tues and views 5 pages
How many...
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– Hits
– Users
– Sessions
–Page Views
–What is the Bounce Rate?
–What is the Conversion Rate?
12. So what data can/should you collect e.g. article page
Title: chinas refined nickel imports rise 59 in september
Content ID: 3500554
Category: base metals
Author: ellie wang
Language: english
Image Flag: no
Video Flag: no
Access Method: homepage article list
Publication Date: 2015-10-26
Days since Publication: 16
Recency: recent
Number of Words: 265
Length: medium
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13. So what data can/should you collect e.g. article page
View Article
Read Article
Based on time on page
Based on scrolling to bottom
Comment on Article
Share Article
Via Social Media
View email
Print Article/Add Clipping
Click on email address
Click to view another article
Sign up with website
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14. This generates an actionable report for Publishers
Article #2
Popular
Not very
effective
Access via
other sites
Article #11
Less popular
High reads,
shares &
comments
Access via
internal links
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15. How to get value from Digital Analytics
Define business requirements in advance
Business requirements => KPIs/metrics => data requirements
Do a thorough implementation and configuration
Ensure users understand and can use the tool
Identify issues & opportunities through the data
Integrate digital analytics into business processes
Use the data to make business decisions, not the HiPPO
Digital Analytics tools, free or paid, are very powerful if:
You know what you need to know
The information is available
You know how to get at that information
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16. Thank you for your time today
To get in touch, please contact me at:
Email: peter.oneill@leapthree.com
Twitter: @peter_oneill
Phone: +44 (0)7843 617 347
LinkedIn: www.linkedin.com/in/peteroneill
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