Building a Web Analytics Framework that Works

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Interested in building a Web Analytics Framework that really works? Here's a deck to guide you create the same. Originally presented at TiEcon Delhi 2012 by Aloek Bajpai (iXiGO) and Pradeep Chopra (Digital Vidya).

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Building a Web Analytics Framework that Works

  1. 1. Building a Web Analytics Framework that works! Aloke  Bajpai   Pradeep  Chopra   CEO,  iXiGO   CEO,  Digital  Vidya  
  2. 2. 3 Fundamental Questions•  Why? (Objectives)•  What? (Metrics)•  How? (Tools, Techniques, Dashboards…)
  3. 3. Lets Learn from Real Examples!
  4. 4. 1. E-commerce TrackingSource   Visits   Trials   Transac9ons  SEO   33413   481   79  Direct   7041   193   82  Google  Adwords   1664   204   8  Referral  (SiteA)   732   28   6  Referral  (SiteB)   384   11   4  
  5. 5. 2. UTM Tracking Source   Visits   Sign-­‐Ups  (%)   Bounce  Rate   Source  A   150   7   65   Source  B   35   9   45   Source  C   46   12   48   Source  D   95   8   56   Source  E   140   5   67  digitalvidya.com?utm_source=tb;utm_medium=email&utm_campaign=jun-­‐12    
  6. 6. 3. Revenue Modeling Monthly   India   Asia   Total   Revenue  (Rs)   800,000   400,000   12,00,000   No  of  ParUcipants   100   50   150   No  of  Leads   2000   1000   3000   No  of  Visitors   20000   10000   30000   Cost  of  Adv  (Rs)   160,000   80,000   240,000   Daily  Calls   150   75   225   No  of  Callers   2.5   1.25   3.75  The  odds  of  contac9ng  a  lead  if  called  in  5  minutes  versus  30  minutes  drop  100  9mes.      The  odds  of  qualifying  a  lead  if  called  in  5  minutes  versus  30  minutes  drop  21  9mes.  
  7. 7. 4. Top 10 Metrics for CEOs1.  Daily Visits2.  Daily Unique Visitors3.  Unique Pageviews for important pages4.  Multi-Channel Conversion Funnel5.  Bounce Rate6.  Direct Visits (including brand keyword visits)7.  SEO Visits + Keywords Base8.  Referring Sites (Deep-Dive)9.  No. of server errors (404s / 500s)10.  Qualitative Feedback/Sentiment Report
  8. 8. 5. Using Advanced Segments & Custom Reports•  Advanced Segments –  Segment a section of visitors for deep-dives (e.g. only visitors who viewed 3+ pages, only visitors who visited a particular page, only visitors who landed on a particular page –  Useful for understanding behaviour for various source/ campaign segments•  Custom Reporting –  Very useful for deep analysis of paid search, SEO, Browsers, Device type data –  Choose metrics (columns) –  Choose dimensions (drilldowns) –  Choose filters (for any metric)•  Most of the time you want to use both of above•  Please mind the sampling gap !
  9. 9. Examples
  10. 10. 6. Qualitative Analytics•  Measuring Happiness•  How do my users behave ? What do they spend their time looking at ? Why do they do what they do ?•  User Interaction / Behaviour (Clicktale/UserFly)•  Net Promoter Score•  Surveys (on-site / off-site)•  Social actions on the website (Likes/Shares)•  Social Media Mentions / Sentiments
  11. 11. NPS Example NPS  =  46  
  12. 12. Qualitative Analytics
  13. 13. 7. The HEART Framework•  Happiness –  User attitude, qualitative metrics, perceptions•  Engagement –  Behavioral signals, Depth of Interaction, Frequency, Clicks•  Adoption –  % Users who adopt new product / feature, “Get” the product•  Retention –  Returning users / Churn•  Task-Action –  Efficiency, Error Rates, Time Taken, % who complete a specific goal –  Specific metrics / signals critical for your product’s success
  14. 14. HEART Metrics in Action
  15. 15. Thank you!pradeep@digitalvidya.com | abajpai@ixigo.com

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