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Web Analytics 3

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Third 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 3

  1. 1. WEB ANALYTICS PART 3 Aniruddha (“Anil”) Gupte
  2. 2. Data Categories • Referrers1 • Temporal2 • Geographic3 • Technologies4 • Demographic5
  3. 3. Referrers1 • The “Caller-ID of the visitor • Categories • Other Sites (links) • Search (Keywords) • “Blank”
  4. 4. Blank could mean: • The customer typed in the URL by hand • The customer had the page bookmarked • The customer was using privacy protection software that blocked the referrer • The referring site is blocking referrer information
  5. 5. Why are Referrers important? • Easy to interpret • They are actionable • SEO Rankings • Possible Customer referrals • Possible Critics! • Critical Marketing success factor
  6. 6. • The right referrers (or lack thereof) can make or break a website • Referrers are key to understanding the market
  7. 7. Temporal • Categorize by month, week, day, even by hour • Time of day, Part of week, etc. • Real time data also available 2
  8. 8. • Most real insights require custom reports • Best used in conjunction with other metrics/sources • Time on Page • Time on Site
  9. 9. Time is a component of insights and rarely used alone
  10. 10. Geographic3
  11. 11. • Possibly the most important data for segmenting the market • The possibility of error is lowest • Again, combining with other data is extremely useful • Language vs. Location • Cultural factors become important (what is offensive/negative in a culture?)
  12. 12. One key factor in Geography is operational: • Geo->IP V.6 • Load balancing/Caching • Data flow to Geographic divisions in company
  13. 13. There are many ways to visualize data.
  14. 14. Technologies4 10.1.1.1 - - [08/Feb/2004:05:37:49 -0800] "GET /cs/loganalysistools/a/aaloganalysis.htm HTTP/1.1" 200 2758 "http://webdesign.about.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows 98; YPC 3.0.2)"
  15. 15. • Operating System • Browser • Device • Security levels
  16. 16. • Again, combines with other data • External Data (e.g. Demographics) • Website data (e.g. Time of day)
  17. 17. Technology defines Markets!
  18. 18. Demographics • “Third Party Cookies” 5
  19. 19. Basic metrics • Age • Gender • Interests • Parental Status Warning: “Not all of your users may have demographics associated with them, so these reports may only represent a subset of your users and may not be representative of your overall site composition.”
  20. 20. Demographics • Easy to use alone • …but also great in combination with other metrics • Another Critical Marketing Success factor • Segmentation within Google Analytics is very powerful
  21. 21. • Demographics are well understood by marketers • …and therefore quickly actionable
  22. 22. QUESTIONS?

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