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Web Analytics 2

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Second in a series on Digital Analytics, part of a complete course on Digital Marketing and Analytics.

Published in: Marketing
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Web Analytics 2

  1. 1. WEB ANALYTICS PART 2 Aniruddha (“Anil”) Gupte
  2. 2. GETTING (A LITTLE) TECHNICAL
  3. 3. Key Web Metrics (aka Dimensions)
  4. 4. 1. Hits 2. Page Views 3. Visits (Sessions) 4. Visitors 5. Unique Visitors 6. Time on Page 7. Time on Site 8. Bounce Rate 9. Exit Rate 10. Page Depth 11. Abandonment Rate 12. Click Path 13. Conversion Rate 14. Engagement 15. Site Overlay The Degree of Engagement is not be confused with the Kind of Engagement.
  5. 5. How to enhance the Kind of Engagement metric 1. Use supporting Qualitative Data 2. Use inline or exit surveys 3. Use “Likelihood to recommend” as a supporting metric 4. Use primary market research 5. Use “Customer Retention over Time” as a supporting metric 6. Focus on Qualitative research
  6. 6. Four Attributes of great metrics: 1. Uncomplex 2. Relevant 3. Timely 4. Instantly useful (Actionable)
  7. 7. Comparisons
  8. 8. Cookies vs. Sessions • Cookies are persistent • Sessions don’t require permission • Sessions more accurate, more comprehensive but tactical • Cookies give strategic insights
  9. 9. Logfiles vs. Page Tagging • Logfiles are automatically available and no modifications to website are required • Historical analysis is easier • Logfiles also log “spiders” which help in SEO • Logfiles do not slow down a site (no DNS etc. required) • Page Tagging is a true count taking cached pages into account • Additional information is available, e.g. shopping cart contents • More data available, such as mouse movements, partial form completion • Do not need your own server
  10. 10. Logfiles vs. Page Tagging (continued) • Logfiles record all requests including failed requests (e.g. no page load) • Logfiles log all types of resources (e.g. PDF documents, videos etc.) • Switching between different analytics software or even simultaneous use is possible • Page Tagging is a true count taking cached pages into account • Additional information is available, e.g. shopping cart contents • More data available, such as mouse movements, partial form completion • Do not need your own server
  11. 11. There are advantages and disadvantages to both systems. The answer naturally is… Hybrid Solutions
  12. 12. Other methods • Banner Ad providers • Customer Lifecycle Analytics • Packet Sniffing
  13. 13. Macro Insights
  14. 14. 1. How many visitors does the website have? 2. Where are they coming from? 3. Which are the popular pages? 4. What do I want the website visitors to do? 5. What are they actually doing? Five Questions
  15. 15. Sometimes the big picture is enough to tell you what actions to take.
  16. 16. Dimensions… • Referrers • Demographics • Temporal • Technologies • Geographic
  17. 17. QUESTIONS?

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