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Sheila Dela Pena Analytics Dos and Donts

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Sheila Dela Pena Analytics Dos and Donts

  1. 1. Ont’sANALYTICS
  2. 2. MY CAREER PRINCIPLE Define your KPI’s and measure your results. About Me ::  Bachelor in Mass Communications graduate, Pamantasan ng Lungsod ng Maynila (PLM).  Worked for a contact center, public relations firm, and companies with various online marketing needs.  Trained in Quality Management System (ISO 9001:2008), SIPOC and RCA. SHEILA DELA PEÑA Experienced SEO, Google Analytics Qualified Individual, adept in Brand Intelligence & Web Analytics.
  3. 3. Sample Web Analytics Framework Know the purpose of your activity Don’t Start without mapping out your Analytics Framework THE GOALS, OBJECTIVES & KPIs Business Objectives Goal KPI Target Sell Christmas Tree Accessories More Sales Monthly Revenue $15,000 per month Increase Website Users Monthly Users in GA 13,000 Make a Profit Profit Margin 40% Email Marketing Increase new website user database #of new registration 300 per month Draw qualified Increase Search Visibility Improve SERP positions Avg + %Change for targeted keywords + 35% by End of quarter Establish thought leadership through the website resource center # of pageviews for a specific page 1300 per month
  4. 4. THE END-TO-END PROCESS SAMPLE USER EXPERIENCE Understand the user flow from acquisition to conversion Don’t forget the secondary goals such as downloads, clicks to an event, etc. SEARCH ENGINE RESULTS PAGE ADVERTISING WEBSITE HOTEL WEBSITE SELECT DATES CHOOSE ROOMS SHOW BOOKING INFO INPUT PAY DETAILS GET CONFIRMATION DIRECT TRAFFIC REFERRAL TRAFFIC
  5. 5.  Identify pinch points in the booking process and the actual guest behavior. Each step of the funnel helps answer important performance questions such as: Is the site engaging? Is online marketing effective? Are content and calls to action compelling? Are rooms available for dates selected? Are rates, inclusions and policies agreeable to the guest? Are guest intent transactional or informational? Ready to buy or just looking for accommodation options? Are guests comfortable, confident and secure providing credit card information in the booking engine? How effective is the entire booking process in achieving this conversion goal? SITE VISITS CTA CLICKS Select Dates Select Rooms Show Booking Info Input Payment Confirmation THE END-TO-END PROCESS
  6. 6.  Determine drop-off points (and failure points) for intervention and process improvement. Low? Probably needs online marketing and SEO Low? Probably needs to improve content, usability or site structure. Low? Probably need to ask hotelier to allocate more rooms or improve this page in terms of branding consistency with HW/AW. Low? Probably need to check rates, inclusions and policies with OTAs. Or improve this page in terms of copy and presentation of room types, etc. Low? Probably need to improve how rates, taxes, surcharges, etc. are presented and communicated. Or a need to create a sense of urgency so that guests will not let go of that reservation? Low? Probably need to emphasize how important security and privacy of information that guests provide are to DirectWithHotels or the hotel partner. Low? Probably need to look at the possible failure points of the earlier steps. SITE VISITS CTA CLICKS Select Dates Select Rooms Show Booking Info Input Payment Confirmation THE END-TO-END PROCESS
  7. 7. Configure your trackers based on the analytics framework Don’t hastily exclude traffic without knowing why you need to exclude THE CONFIGURATION ECOMMERCE TRACKING _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _gaq.push(['_addTrans', '1234', // order ID - required 'Mountain View', // affiliation or store name '11.99', // total - required '1.29', // tax '5', // shipping 'San Jose', // city 'California', // state or province 'USA' // country ]); _gaq.push(['_addItem', '1234', // order ID - required 'DD44', // SKU/code 'T-Shirt', // product name 'Green Medium', // category or variation '11.99', // unit price - required '1' // quantity - required ]); _gaq.push(['_trackTrans']); EVENT TRACKING _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
  8. 8. THE IMPLEMENTATION PLAN Review, Analyze Tracking Needs and Map Tracking Recommendations Create work instructions for tracking implementations Integrate Tracking Scripts Test and Confirm GA Tracking Implemented GA Tracking Working? Test and Confirm GA Tracking Implemented NO YES END Consider documenting the work instructions. Don’t forget to check every implementation
  9. 9. THE MEASURES OF SUCCESS Sessions vs Clicks Avg Pos vs CTR Open Rate vs Click Through BOUNCE RATE + Page Loading Time BOUNCE RATE + %New Users BOUNCE RATE + Session Duration Understand the definition of each metric Report a metric that you don’t understand
  10. 10. Understand the tools and data sources Don’t forget to check the data collection methodology of your tool THE DATA SOURCE/s
  11. 11. Analyze the roles that each channel play in the whole purchasing process Don’t underestimate the assist interactions in the multi-channel funnels THE ACTIONABLE INSIGHTS AWARENESS • Customer realizes that a business can potentially fulfill his/her needs CONSIDERATION • Customer evaluates what options s/he has to fulfill his/her needs. INTENT • Customer is inclined to choose one option over the others to fulfill needs. DECISION • Customer takes action after careful emotional and/or logical thought process MEASURE ANALYZEIMPROVE
  12. 12. 90-Day FREE Trial of Siteoscope for you goo.gl/5OFUMt THANK YOU, PLEASED TO MEET YOU!

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