ISBSM #4 - Intro to Web Analytics


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4th session of ISB social media course

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  • How many have used google analytics? Any others?
  • ISBSM #4 - Intro to Web Analytics

    1. 1. Intro to Web Analytics Amit Klein March ’10 #isbsm
    2. 2. Agenda <ul><li>Key Terms </li></ul><ul><li>Bunch of Tools </li></ul><ul><li>Developing Insights </li></ul><ul><li>A/B Testing </li></ul><ul><li>A lot of demos, will need you to stop me with questions </li></ul>
    3. 3. Key Terms <ul><li>Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between </li></ul><ul><li>Goal – i.e. purchase confirmation </li></ul><ul><li>Funnel – The series of steps (pages) leading to a goal </li></ul>
    4. 4. Google Analytics Demo <ul><li>Basic: </li></ul><ul><ul><li>Measurement AdWords Integration </li></ul></ul><ul><ul><li>Visitors Overview </li></ul></ul><ul><ul><li>Map Overlay </li></ul></ul><ul><ul><li>Traffic Sources </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Setting up Goals / Funnels / Revenue </li></ul></ul><ul><li>Advanced </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Custom Reporting </li></ul></ul>
    5. 5. Link Tagging
    6. 6. But what about this? <ul><ul><li>“ I want to know how many women from Mumbai over 40 who have been to the site at least 4 times and added items to their shopping cart but haven’t completed the checkout process ” </li></ul></ul>
    7. 7. Omniture – The Cadillac <ul><li>Realtime </li></ul><ul><li>Permissions </li></ul><ul><li>Automated delivery of reports </li></ul><ul><li>Clickmap / RevenueMap </li></ul><ul><li>Path flow analysis </li></ul><ul><li>Import external data / Integration </li></ul><ul><li>Segmentation – Create profiles, track certain demographic behavior (abandoned carts, heavy purchasers) </li></ul><ul><li>Expensive - Starts at 2k/month </li></ul>
    8. 8. Omniture – Dashboard
    9. 9. Omniture – Clickmap / Revenuemap
    10. 10. Omniture – Conversion Tracking
    11. 11. Omniture – Path Flow Analysis
    12. 12. Omniture – Twitter
    13. 13. Omniture – Facebook
    14. 14. Omniture – Facebook
    15. 15. Chartbeat – Real-time Monitoring
    16. 16. ClickTale <ul><li>Playback </li></ul><ul><li>Heatmaps </li></ul><ul><li>Form Analytics </li></ul>
    17. 17.
    18. 18. What metrics should you optimize?
    19. 19. Optimize <ul><li>Depends on your objectives </li></ul><ul><li>Revenue </li></ul><ul><li>Goals </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Awareness campaign – new visitor % increase </li></ul><ul><li>Avoid Intermediate Metrics: </li></ul><ul><li>Visitors - Quality is way more important then number </li></ul><ul><li>Duration - I can remove site search and time will go up </li></ul>
    20. 20. Insights
    21. 21. Improving Bounce Rate <ul><li>High bounce rates indicate people’s intent did not match website purpose </li></ul><ul><li>*source: </li></ul>
    22. 22. How do you improve bounce rate?
    23. 23. Improving Bounce Rate <ul><li>Find popular entrance pages with low bounce rates </li></ul><ul><li>Identify how people got to these pages (entrances and keywords) </li></ul>
    24. 25. Improving Bounce Rate <ul><li>Are people finding what they are looking for? </li></ul>
    25. 26.
    26. 27.
    27. 28. Optimizing Adwords Campaigns <ul><li>Keyword </li></ul><ul><ul><li>Nonpaid keywords </li></ul></ul><ul><li>Location </li></ul><ul><li>Source </li></ul>
    28. 29. ClickEquations
    29. 30. Developing Insights <ul><li>Check entry pages with high bounce rates (top landing pages report) </li></ul><ul><li>Identify top 10 unpaid keywords with high bounce rates, add content? </li></ul><ul><li>Traffic sources – try to extend partnership deals, additional comments, etc… </li></ul>
    30. 31. But what about non-ecommerce sites, what should you optimize?
    31. 32.
    32. 33.
    33. 34. Developing Insights <ul><li>Avoid intermediary goals and focus on objectives </li></ul><ul><li>Develop goals (registrations, submissions to problem) </li></ul><ul><li>Optimize based on goals </li></ul>
    34. 35. Iterate and Test Constantly
    35. 36. Quick Example - RClub <ul><li>You’re the product manager of Directi’s RClub </li></ul><ul><li>You’re digging up the data and find many aren’t completing registration </li></ul><ul><li>You do some hallway testing </li></ul><ul><li>You look at analytics </li></ul><ul><li>You come up with a hypothesis </li></ul><ul><li>But you can’t just roll it out </li></ul><ul><li>What do you do? </li></ul>
    36. 37. A/B Testing
    37. 38. A/B Testing - A
    38. 39. A/B Testing – B
    39. 40. A/B Testing
    40. 41. Buckets <ul><li>Run analysis based on: </li></ul><ul><li>Geography </li></ul><ul><li>Site usage (frequent users, light purchasers) </li></ul><ul><li>Demographics (age, sex) </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Etc… </li></ul>
    41. 42. But… what works for one group might not work for the other
    42. 45. Conclusion
    43. 46. Conclusion <ul><li>Analytics can help you: </li></ul><ul><li>Find out who people are getting to your site and what they are doing </li></ul><ul><li>Improve the effectiveness of ad campaigns </li></ul><ul><li>Improve conversions on your site </li></ul><ul><li>You need to use this data to develop insights/hypothesis (90% people / 10% tools) </li></ul><ul><li>Iterate and test constantly </li></ul><ul><li>You can always improve… </li></ul>
    44. 47. Additional Resources <ul><li>Avinash Kaushik – Occam’s Razor </li></ul>
    45. 48. Next Class <ul><li>We’re off next weekend </li></ul><ul><li>Project </li></ul><ul><ul><li>How many teams are there? </li></ul></ul><ul><ul><li>Use one channel and one easily measurable metric </li></ul></ul><ul><ul><li>Will send over Google Adwords info later today </li></ul></ul><ul><ul><li>Each team to prepare a 5-10min presentation for 3/21 </li></ul></ul><ul><li>Next class </li></ul><ul><ul><li>Indian Social Media? </li></ul></ul><ul><ul><li>Future of Facebook and Twitter / Monetization models? </li></ul></ul>
    46. 49. Questions?