Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Web analytics 101 - Framework for Business Objectives & Data Analysis

1,700 views

Published on

I am open to job offers and enquiries. Feel free to contact me.

Published in: Education, Technology, Business
  • Be the first to comment

Web analytics 101 - Framework for Business Objectives & Data Analysis

  1. 1. Web AnalyticsFrameworkBertrand TayHP: 90062698E-mail: bertay@gmail.com
  2. 2. Google Confidential and ProprietaryWhy Am I Here?2
  3. 3. Google Confidential and ProprietaryDigital Marketing Web Analytics Lead3
  4. 4. Google Confidential and Proprietary 4
  5. 5. Google Confidential and Proprietary 5Agenda1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways
  6. 6. Google Confidential and Proprietary3 Areas Of Web Analytics Expertise6Data ReportingData CaptureData Analysis
  7. 7. Google Confidential and ProprietaryData Analysis Process7
  8. 8. Google Confidential and Proprietary1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways8Agenda
  9. 9. Google Confidential and ProprietaryPPHG Web Analytics Overhaul9Can Web Analytics help to improve Occupancy rate, especially during off-peakseasons?Reports lack actionable insight
  10. 10. Google Confidential and ProprietaryAnalysing The Problem – Aggregate Data• Website & Ecommerce tracking was basic• Profiles were tracking only at an aggregate and country level• Not tracking loyal customers10
  11. 11. Google Confidential and ProprietaryActionable Insights – 3 Examples• Track the usage of promotion codes during off-season periods• Create profiles to track at a member, property, country and aggregate level• Track the behaviour of each member type and their actions11
  12. 12. Google Confidential and ProprietaryImplementation – Opportunities For Insights• Implement tracking code to track promotion code type and usage• Profile set-up with appropriate logic and filters• Create Visitor-level Custom Variable to track each member type and theiractions12
  13. 13. Google Confidential and ProprietaryEvaluation - Tracking Can Improve OccupancyRate1. Identify decrease in booking activity for each member type and take action2. Run promotions, especially during the off-season periods, and measureeach promotion’s effectiveness quickly and optimise accordingly3. Made the value of each member segment measurable4. Better understand the performance of each media channel for all objectives5. Country Managers can now make sharp strategic decisions13
  14. 14. Google Confidential and Proprietary 14
  15. 15. Google Confidential and Proprietary1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways15Agenda
  16. 16. Google Confidential and ProprietaryThe Model16BusinessObjectivesWebsiteGoalsKPIsTargetsDataAnalysisFact-finding, understanding the businessTranslating BOs into digital solutionsGoals (Metrics)Targeted improvement (x% increase)Segmentation (Traffic Acquisition,Behaviour, Outcomes)Provides clarity on what data to look at
  17. 17. clickTRUE Confidential and ProprietaryCRO Redesign October17701Panduan
  18. 18. Private & Confidential 18Business Search Conversion Funnel
  19. 19. Private & ConfidentialWe expect to bring the number of completed enquiries back to 9%Objective – Generate LeadsLack Of Follow Through after “Ask Me” Button Optimisation• Overall Higher Conversion for “Ask Me”• However Lower Submitted Enquiries9%7%5. Micro Conversions 5. Micro Conversions3. Macro Conversion (KPI)1. Business Objective2. Website Goal4. Target
  20. 20. Private & ConfidentialObjective – Increase EnquiriesFixing The Leaky Pipe• 3 Minor tweaks to address leaksAsk Me CompletionsSales Lead Generation(Business Enquiry)1)LackOf Assurance2) Complicatedfields2) Unrelatedfields
  21. 21. Private & ConfidentialDesign Guideline3 Minor TweaksI. ReorderingII. Adding ReassuranceIII. Simplifying FieldsPrior Proposed
  22. 22. Private & ConfidentialDesign GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields1. Reordering to reassure function of form.Prior Proposed
  23. 23. Private & ConfidentialDesign GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields1. Prominent Titles2. Text to convey information may be gained.- eg. “Like to know more about…”1212Prior Proposed
  24. 24. Private & ConfidentialDesign Guidelines1I. Reordering II. Adding Reassurance III. Simplifying Fields1. Removal of Business Name Field2. Removal of Subject Field122Prior Proposed
  25. 25. Private & ConfidentialI. Reordering II. Adding Reassurance III. Simplifying FieldsType of feedback to change to Type of enquiry.Default Setting as “General Enquiry”.Comments to change to Enquiry.Are you a business owner shifted below.Design Guidelines123412342134Prior Proposed
  26. 26. Private & ConfidentialDesign Guidelines - VariationsFormat Variations• To test on Generic First• Follow up on variations - (Require full listing)Restaurants Hotel Automobile
  27. 27. Private & ConfidentialConclusionGreater Follow Through• 477 more submitted enquiries (35% increase)• Higher Submitted Enquiry11%7 %
  28. 28. Private & ConfidentialThe Model28BusinessObjectiveWebsiteGoalKPITargetsDataAnalysisGenerate leads for businessesGenerate leads for businesses onlineSubmitted Enquiry15% increase in macro conversionsMicro Conversions
  29. 29. Private & Confidential1 Web Analytics & Data Analysis2 Data Analysis Example – PPHG Setup3 Digital Marketing Model For Web Analysts4 Takeaways29Agenda
  30. 30. Google Confidential and ProprietaryKey Takeaways• Web Analytics works best when business objectives and measurementexpectations are clearly defined in advance.• Utilise the Data Analysis Process & Web Analytics Model for focus andclarity.• Focusing on Data analysis makes you a better web analyst• Never be afraid to take action on your insights as long as it’s to achieve theclient’s business objectives.30
  31. 31. Google Confidential and Proprietary 31

×