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Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3

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Melissa Martinez
Web Analytics Coach
www.Cooperate.NYC
Cohort 3 – Summer 2015
In Partnership with
www.BlueCherryGroup.com

Published in: Data & Analytics
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Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3

  1. 1. Welcome to Melissa Martinez Web Analytics Coach Cooperate.NYC Cohort 3 – Summer 2015 Web Analytics In Partnership with
  2. 2. + Agenda Day 1: Intro to Analytics  Definition & Purpose  User Interface Navigation  Key Metrics & Dimensions Day 2: Gathering Data  External Tools  Segmentation  Prepping for Reporting Day 3: Application & Reporting  Prepping for Reporting – Part 2  KPIs  Reporting
  3. 3. + Day 2: Agenda  Part 1: Review – Day 1 Exercise 1  Part 2: Prepping for Reporting – Part 2  Exercise 1: WAMM Review  Part 2: Key Performance Indicators  Exercise 2: KPIs  Part 3: Reporting  Exercise 3: Reporting Examples  Wrap-Up: Questions  External Resources
  4. 4. + Day 3 Presentation: Shortlinks PowerPoint Presentation  bit.ly/COOPc3WebAnalyticsPPT3 Web Analytics Reference Guide  bit.ly/COOPc3WebAnalyticsGuide3 Web Analytics Workbook  bit.ly/COOPc3WebAnalyticsWorkbook3
  5. 5. + Part 1: Review – Day 1 Exercise Ask Questions Questions about the site that you would like to measure.  Is COOP leveraging the word apprenticeship? Acquisition > Source / Medium - & - SEO  Does the website work well on all platforms? Audience > Technology > Browser & OS  How many people watch the intro video? Behavior > Events - & - Conversions > Goal URLs  How long do people spend on the site before applying? Conversion > Ecommerce > Time to Purchase
  6. 6. + Part 1: Review – Day 1 Exercise Ask Questions Questions about the site that you would like to measure.  Do mobile viewers watch the intro video? Conversions > Events & Goal URLs > Segment: Mobile  Is COOP leveraging the word apprenticeship? Acquisition > Source / Medium > Keyword or Acquisition > Search Engine Optimization Queries  Which page is most visited? Behavior > Site Content > All Pages  How do viewers navigate your website? Behavior > Behavior Flow
  7. 7. + Part 1: Review – Day 1 Exercise Ask Questions Questions about the site that you would like to measure.  How does the no Search button affect the website? Behavior > Site Search > Search Terms  How many people click on social media? Behavior > Events - & - Conversions > Goal URLs  Why is COOP difficult to find on Google? Acquisition > Source / Medium - & - SEO  What is the goal for the site? Purpose > WAMM
  8. 8. + Part 2: Prepping for Reporting – Part 2 Intro: Web Analytics Measurement Model
  9. 9. + Key Terms: Ask, Measure, Compare Questions • Purpose: Why our site exists • Objective: What we want to do • Goal: How we are going to do that Measurement • Key Performance Indicator (KPI): How we measure our objectives • Targets: Values you have predetermined as indicators of success or failure • Benchmarks: A standard with which to evaluate performance of a similar nature • Segment: A collection of select data attributes categorized by dimensions Methodology • Acquisition: The activity you undertake to attract people to your site • Behavior: The activity people undertake on your site • Outcomes: Site activities that add value to your website Source: Market Motive
  10. 10. + Web Analytics Measurement Model Web Analytics Measurement Model (WAMM) is a matrix that compartmentalizes our site purpose, objectives, goals, KPIs, targets, and segments for measuring our site acquisition, behavior, and conversions. S.M.A.R.T. S – Specific M – Measurable A – Attainable R – Realistic T – Time Defined Source: Market Motive
  11. 11. + Web Analytics Measurement Model  purpose, objectives, goals, KPIs, targets, and segments for measuring Cooperate NYC's site acquisition, behavior, and conversions.
  12. 12. + Web Analytics Measurement Model
  13. 13. + Exercise 1: WAMM Review  Refer to “COOP - WAMM.xlx” sent via email.  Fill out the different metrics and dimensions on the Practice worksheet as they pertain to your client.  Make a note of any areas you have questions about.  Prepare to discuss. .
  14. 14. + Part 2: Key Performance Indicators
  15. 15. + Key Performance Indicator  is a metric used to evaluate the success of an activity and/or organization  based on a good understanding or what is important to organization and/or goal  differs per organization and/or goal  leads to the identification of potential improvements  can be qualitative or quantitative
  16. 16. + List of Reputable KPIs  Cost Per Acquisition (CPA)  Bounce Rate  Form Abandonment Rate  Cart Abandonment Rate  Checkout Abandonment Rate  Conversion Rate  Average Order Value (AOV)  Days to Purchase  Email Open Rate  Click Through Rate  Page Depth  Leads  Subscriber Rate  Downloads  Goals Conversion Rate  Time On Site
  17. 17. + List of Reputable KPIs  ROI  Net Profit  Engagement Rate  New vs. Returning Visitors  Form Conversion Rate  Branded Keyword Visits  Direct Email Rate  Call Rate  Social Media Share Rate  Comment Rate  Pages Per Session  Revenue  Cost  Conversions  Impression Share %  Average CPC
  18. 18. + Exercise 2: KPIs  Refer to Exercise 2 in your Workbook.  Write down three KPIs you would like to measure as they relate to your client.  Time: 5 minutes  Prepare to discuss.
  19. 19. + Part 3: Reporting
  20. 20. + Reporting Report Skeleton: 1. Dashboard 2. WAMM 3. KPI Trends & Insights 4. KPI Recommendations 5. KPI Impact to Business 6. Glossary of Key Terms How To Create a Report
  21. 21. + Reporting Recommend that Reports:  be short and concise (10 pages maximum)  include a dashboard with your KPIs  include a WAMM so as to inform your client of the strategic approach  include sections with key trends and insights, recommendations, and impact to business for KPIs included on dashboard  offer advanced segmentation, qualitative analysis, competitive intelligence, A/B testing, user testing, surveys, et al How To Create a Report
  22. 22. + Reporting How to Create Dashboards Source: Market Motive Dashboards:  are an easy-to-read graphical representation of trends, insights, and KPIs at a glance  identify the performance for the most critical metrics for the purpose of driving action and improving performance  should be personalized to fit client performance goals  should feature segmented data  should avoid clutter and be easy to read
  23. 23. + Reporting How to Report Data Source: Market Motive When reporting:  keep it simple  present data as numeric, visual, and written  segment data  identify the situation and problem  offer recommendations and solutions  demonstrate the impact to business of said recommendations
  24. 24. + Exercise 3: Reporting Examples  Refer to Exercise 3 in your Workbook.  Review the examples provided in the Workbook.  Time: 10 minutes  Prepare to discuss.
  25. 25. + Day 3 Wrap-Up: Questions
  26. 26. + External Resources: Web Analytics Web Analytics: Key Definitions, Metrics, Dimensions & More  http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics- kpis-dimensions-targets/  http://www.kaushik.net/avinash/smart-analytics-dashboard-modules- insightful-dimensions-best-metrics/ Key Performance Indicators (KPIs)  http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large- business/  http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/ How To Create a Digital Marketing Measurement Model  http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/  http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/
  27. 27. + External Resources: Google Analytics Google Analytics Tracking Implementation  https://support.google.com/analytics/answer/1008080?hl=en#GA  https://developers.google.com/analytics/devguides/collection/analyticsjs/ Google Analytics Features  http://www.google.com/analytics/features Import Custom Dashboards & Reports & Segmentations  https://www.google.com/analytics/gallery  https://www.google.com/analytics/gallery/#posts/search
  28. 28. + External Resources: Google Analytics Special Custom Features & Tracking Google AdWords Campaigns  https://developers.google.com/analytics/devguides/collection/gajs/g aTrackingCampaigns Custom Variables  https://developers.google.com/analytics/devguides/collection/gajs/g aTrackingCustomVariables URL Builder  https://support.google.com/analytics/answer/1033867?hl=en
  29. 29. + External Resources: Google Analytics Special Custom Features & Tracking Events  https://support.google.com/analytics/answer/1033068?hl=en Goal URLs  https://support.google.com/analytics/answer/1032415?hl=en UTM Parameters  https://support.google.com/analytics/answer/1033863?hl=en Experiments  https://developers.google.com/analytics/solutions/experiments
  30. 30. + External Resources: Education Analytics Academy  https://analyticsacademy.withgoogle.com/explorer Analytics IQ Study Guide https://support.google.com/analytics/topic/6083717?hl=en

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