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Web analytics - measuring your online succes


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Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site.
In this presentation I describe a four step web analytics approach that every organization need to follow for a structured way to measure your online success.

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Web analytics - measuring your online succes

  1. 1. Web AnalyticsHow to measure online successTim Stierman
  2. 2. Web analytics is the measurement, collection, analysis and reportingof internet data for purposes of understanding and optimizing webusage.• Collecting (online) data• Measuring• Analyzing• Reporting• Continuously!Web analytics?Marketing without analyzing the results is like shooting an arrow in the dark. You willnever know if you hit the right target”
  3. 3. • Web analytics must be part of every onlinebusiness, but it is not. Why?!?!– Not the right tools– Not the right implementation– Not enough resources– No analytical knowledge– Not ready for (online) change• Integrate web analytics in the wholeorganizationBe a web analytics company
  4. 4. • ROI of your investment!• Effective marketing campaigns• Conversion optimization• Information about your unprofitable activities• Insights about your most importantcustomers, sources, products and contentWhats in it for me?
  5. 5. How mature is your organization?The proposed model presents five maturity states:1. Analytically impaired2. Analytically initiated3. Analytically operational4. Analytically integrated5. Analytical competitorThe six key process areas:1. Management2. Objectives (KPI) definition3. Scoping4. The Analytics Team and Expertise5. Improvement Process and Analysis Methodology6. Technology and Data Integration
  6. 6. 1. Determine your KPIs2. Measure whatyou need to measure3. Start with good reporting4. Optimization processAnalytical plan of approachReportingAnalyseConceptsOptimizationOnline KPI’sAnalyticsimplementationAnalyticsChecklist
  7. 7. • Key performance indicators (KPIs):organizations use KPIs to evaluate their success on businessobjectives• KPIs need to be SMART• Business objectives contains at least one KPI• Determine your current KPI position and your KPI target• Think about the strategy that will help you achieve your KPItargets• Put your KPIs in a organized model:– Digital performance model– KPI E-Commerce Model1) Determine you KPIs
  8. 8. Business Objective 1 Business Objective 2 Business Objective 3Digital Performance ModelDetermine your online KPIsStrategy:KPI:Target:Current:Tools:Segments:Strategy:KPI:Target:Current:Tools:Segments:Strategy:KPI:Target:Current:Tools:Segments:Reporting
  9. 9. KPI E-Commerce Model
  10. 10. 2) Analytic implementation• Choosing the right analytical tools• Correct implementation of the code• Can you measure your KPIs?• Set your online goals• Do you have access to all relevant data?Note: use the Google Analytics checklist to see what you are measuring andwhat you could measure
  11. 11. Google Analytics Checklist Yes No N/ATracking CodeAsynch CodeUniversal AnalyticsE-Commerce TrackingApp AnalyticsSocial Media AnalyticsData AggregationAccount settingsIP-FilterSite SearchLink Google AdWordsLink Google WebmastertoolsGoal MeasurementsFunnel VisualisationAdvanced TrackingGoals & funnelEvent TrackingCampaign TagsCustom variable (for segments)Content Experiments (A/B Testing)Campaign Tags404-trackingApp crash measurementsReportingAutomatic ReportingDashboardsCustom reportsAdvanced segment reporting
  12. 12. • Decide which decision making units (DMUs)need web analytical reports• Which metrics are important per DMU• Web analytic reporting– Automatic reporting vs customized reports– Only metrics vs management reports– Dashboards– Business reporting (including offline data)3) Reporting
  13. 13. 4) Optimization process• Identify bottlenecks and opportunities in your reports• Translate improvements into optimization concepts• Create hypothesis• Run tests– A/B– Multivariate– Usability– Lab research• Measure the success• Implement the conceptReportingAnalyseConceptOptimization
  14. 14. Future of web analytics• Now we measuring what has happened• In the nearby future we are predicting what willhappen– Will these products sell– Which content need to optimized– Calculate faster the (future) ROI of your campaigns– Predict online behavior of customers• Predictive analytics: knowing where you willlose money instead of knowing where you havelost money
  15. 15. Questions?’t hesitate to contact me!