> KPIs Depend On Solid Founda=on Business Objec.ves 1 KPIs Web 2 Analy.c 3 Data Founda.on Key Performance Indicators also depend on a solid founda.on of well-‐ deﬁned page names, content hierarchy, and report suite architecture. Without these building blocks in place, making decisions and taking ac.on on the data will prove diﬃcult.
> User-‐friendly Page Names § Deﬁning a good page naming strategy is one of the most important steps in Three C’s of Eﬀec.ve Page Naming maximizing Web analy.cs success. Context: Include directory structure or content hierarchy in the page name to help users orient § In order to help people understand the the page within the site and simplify report ﬁltering. performance of site content, TA should consider crea.ng more user-‐friendly Clarity: Ensure the page name is clear and easily iden.ﬁable for infrequent users. page names. Conciseness: Keep the page name as short as § You will need to create page names possible to maximize limited character space. that are contextual, clear, and concise.
> Structure of a Quality Page Name Will users know what page this is? Clarity is an overarching concern for the en.re page name. Clarity Which Context neighborhood? A Friendly Page n the URL Context focuses o Name has two parts: URL structure structure stem, which helps directory:subdirectory:sub-‐subdirectory:speciﬁc page name stem and where a page to iden.fy speciﬁc page resides. name. URL structure stem Conciseness Use “US” instead of “United States”? Conciseness primarily focuses on making the URL structure stem as short as possible. The speciﬁc page name part should also be as concise as possible but most of the emphasis will be on the stem.
> Content Hierarchy Site Sec.on Level Page Type Diﬀerent aggrega.ons of content data will allow you to iden.fy Sub Sec.on Level key paOerns at higher levels and then drill into speciﬁc details at lower levels Page Level
> Page Naming Examples Good Page Naming vs. Bad Page Naming § Clear and user-friendly § Unclear and confusing § More concise § Too long (URLs) § Easy to filter and search § Awkward to filter and search § Consistent format § Inconsistent format
> External Campaign Tracking § Campaigns demand very special aOen.on within a global type structure. – Dont duplicate tracking codes for disparate campaigns – Use structured tracking codes: cid=e:tar:0003 § As a best prac.ce, we recommend crea.ng uniform tracking codes. Examples: All Marke.ng – cid=a:033007 à “a” ﬂags aﬃliate campaign – cid=e:033007 à “e” ﬂags email campaign – cid=sem:g:033007 à”sem:g” signiﬁes Google and is a paid search campaign Aﬃliates Other § U.lize SAINT to upload valuable meta Emails Redirects data for analysis Online Marke.ng
Product Classiﬁca=ons § Product pages are a key focus of repor.ng and analysis. 12345 § Populate the s.products variable with all product IDs viewed on a page. § In order to gain more insights into these important pages, you can leverage SiteCatalyst’s SAINT classiﬁca.on tool to upload metadata with 67891 diﬀerent product aOributes into SiteCatalyst. § Able to analyze the conversion performance of its product pages by aggregated product aOributes such as category, subcategory, region, facili.es, 23456 accommoda.on type, star ra.ng, etc. § All meta data is .ed to the speciﬁc product id s.products="; 12345,; 67891,; 23456"
> SAINT: Campaigns Classiﬁca=ons XID § By u.lizing the SAINT classiﬁca.on template, you can AOributes con.nue to upload meta data for each variable § Meta data examples: SAINT – Campaign: Name, Channel, Owner, Paid vs Nonpaid, Branded keywords vs non-‐branded, etc – Product: Name, Category, Brand, etc – Customer ID: Proﬁtability, segment, churn risk, demographics, loca=on, etc § The process of assigning aOributes through SAINT can be automated via FTP § Classiﬁca.ons can be updated at any .me and will change all data retrospec.vely, because they are a label and do not change the underlying variable value and the data recorded against it.
PageNaming Op=ons – Pros / Cons Pros Cons Server-side Provides flexibility to create Only applies to dynamic pages friendly page names Flexibility depends on platform Logic automates page Ongoing diligence to ensure logic doesn’t break in future naming process Hard-code Free to create friendly page Can be labor-intensive name that isn’t bound by Doesn’t apply to dynamic pages URL or page title Must be careful when using pages as boilerplates Page Name Requires less effort to create Only recommended for sites with well-defined URL page names structures Plug-in Shortens URL page names Can still lead to long page names and makes them more Won’t aggregate a page with different URL variations manageable Problematic with dynamic pages Leave Blank Requires no effort URL page names can be long and unwieldy Limited character space is wasted on domain root (defaults to URL) Won’t aggregate a page with different URL variations Problematic with dynamic pages Document.title Requires little effort to set Page titles aren’t always unique to a page up Can be long and contain unnecessary keywords (SEO) May change frequently (SEO) Problems caused by translation tools (e.g., Babel Fish)