Analytics building a new report


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Inspired by Avinash Kaushak's - Web Analytics an hour a day - a quick report to help convince Executives and Marketing teams of a better way to gain business insights from Web Analytics

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Analytics building a new report

  1. 1. Website<br />Analytics<br />A proposal for building a new report format to gain better business insights from Google Analytics<br />1<br />Courtesy of:<br />
  2. 2. Table of Contents<br />Explanation of Goals<br />Possible report format<br />Sample images and metrics<br />2<br />Special thanks to Avinash Kaushak and his book Web Analytics an Hour a Day for inspiring & guiding this presentation<br />Courtesy of:<br />
  3. 3. What are we trying to achieve?<br />A format that a marketing team can quickly review, learn from and forward to their stakeholders<br />An insightful report that:<br /><ul><li>Shares important website information
  4. 4. Shows metrics in a concise and action oriented manner
  5. 5. Points to specific next decisions/steps for teams
  6. 6. Highlights what needs to/will be implemented </li></ul>Goals<br />3<br />Courtesy of:<br />
  7. 7. What are we trying to achieve?<br />We are attempting to answer business questions such as:<br /><ul><li> How can I improve revenue in X number of months?
  8. 8. Have we improved at allowing customers to solve their problems?
  9. 9. What is the impact of the website on..?
  10. 10. What are the most influential content buckets on the website?
  11. 11. What are the most productive inbound traffic streams and which sources are we missing? </li></ul>Goals<br />4<br />Courtesy of:<br />
  12. 12. Whether online or on paper <br />The report is broken down into (five) sections and always show current month vs. past month vs. same month previous year:<br />Website behaviour<br />Conversion Optimisation<br />Target segmentation (future oriented)<br />Insights and recommendations<br />Appendix<br />Possible Format<br />5<br />Courtesy of:<br />
  13. 13. 1. Website behaviour <br /> Visits Pages/Visit Pageviews <br /> Avg. Time on Site Bounce rate % New visits<br />2. Conversions outcomes<br />Task completion rates Downloads by model <br />Conversions by model Goal abandonment rate<br />3. Target segmentation (future oriented) <br />Breaking customers into segments – ex. Social Media users, specific product line interest..<br />4. Insights & suggestions (from your Analysts)<br />5. Appendix<br />Top Content overview Top Keywords Other important metrics<br />Possible Format<br />6<br />Courtesy of:<br />
  14. 14. Dashboard<br />7<br />Courtesy of:<br />
  15. 15. Google Analytics only allows limited views of information <br />Exporting the same details and recreating charts (via Google Charts) can let you share in a more communicative manner<br />Conversions<br />8<br />Courtesy of:<br />
  16. 16. It’s not just about updates and what happened MOM<br />There is a wealth of information at your fingertips and we wish to present it in a way that lets you make informed business decisions<br />Other Metrics<br />9<br />Courtesy of:<br />
  17. 17. Once the new format is working you can explore other possible metrics that can help both marketing and the greater business understanding of what the website is producing:<br />Can you track visitors to important pages and show solving problems?<br /><ul><li>Viewed support page
  18. 18. Viewed FAQ – no contact
  19. 19. Viewed FAQ then contact</li></ul>Future Metrics<br />10<br />Courtesy of:<br />
  20. 20. What do you think? <br />11<br />Is this the new Business Analytics Decision Report?<br />Courtesy of:<br />Images from http://www.kaushik.net<br />