1. Introduction to Digital Analytics

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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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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6. The 1st task to get value from a Digital Analytics tool
Back away from your computer…
…what are your business questions?
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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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