FUNDAMENTALS OF ANALYTICS 
PLANNING & IMPLEMENTATION 
EVELYN CHOU 
@EVYFINDSTHEWAY
FUNDAMENTALS OF ANALYTICS 
PLANNING & IMPLEMENTATION 
EVELYN CHOU 
@EVYFINDSTHEWAY
EVELYN CHOU | @EVYFINDSTHEWAY
“If you are unique, why should you crack open a 
standard analytics tool with its standard reports and 
metrics and get go...
1. FUNDAMENTALS 
2. ANALYTICS PLANNING 
3. IMPLEMENTATION
1. FUNDAMENTALS
1. FUNDAMENTALS
1. FUNDAMENTALS 
1st Party vs. 3rd Party Cookie 
1ST PARTY 
Cookies that belong to the 
same domain that is shown in 
the ...
1. FUNDAMENTALS 
Traffic Filtering 
Internal IP address, bot traffic, traffic to 
any testing and staging environment. 
EV...
2. ANALYTICS PLANNING 
BY CATEGORY
2. PLANNING BY CATEGORY 
ECOMMERCE CONTENT HEAVY BLOG 
EVELYN CHOU | @EVYFINDSTHEWAY
2. PLANNING BY CATEGORY 
ECOMMERCE 
Product Name, Product ID, SKU ID, 
Quantity, Order Value 
EVELYN CHOU | @EVYFINDSTHEWA...
2. PLANNING BY CATEGORY 
CONTENT HEAVY 
Site sections, unique/detailed page names 
EVELYN CHOU | @EVYFINDSTHEWAY
BLOG 
Social Interactions 
2. PLANNING BY CATEGORY 
EVELYN CHOU | @EVYFINDSTHEWAY
3. IMPLEMENTATION 
THE DEVELOPERS & QA TEAM: YOUR BEST FRIENDS
DEBUGGING TOOLS 
EVELYN CHOU | @EVYFINDSTHEWAY 
3. IMPLEMENTATION 
HTTP FOX 
OBSERVE POINT 
CHARLES WEB DEBUGGING 
FIREBUG...
OPTIMIZE 
EVELYN CHOU | @EVYFINDSTHEWAY 
3. IMPLEMENTATION 
YOU CAN’T IMPROVE WHAT YOU DON’T TRACK 
GOALS & 
OBJECTIVES 
F...
QUESTIONS? 
EVELYN CHOU | @EVYFINDSTHEWAY
THANK YOU 
EVELYN CHOU 
@EVYFINDSTHEWAY 
LINKEDIN.COM/EN/EVELYNCHOU 
EVYFINDSTHEWAY.COM
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Fundamentals of Analytics Planning & Implementation

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I recently gave a talk to Digital Analytics DC meetup group about analytics planning and implementation. The content covered critical components of web analytics strategy and ways to define and capture the right metrics on your website. Analytics should be integrated in every project and in every business to drive actionable insights and ROIs.

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Fundamentals of Analytics Planning & Implementation

  1. 1. FUNDAMENTALS OF ANALYTICS PLANNING & IMPLEMENTATION EVELYN CHOU @EVYFINDSTHEWAY
  2. 2. FUNDAMENTALS OF ANALYTICS PLANNING & IMPLEMENTATION EVELYN CHOU @EVYFINDSTHEWAY
  3. 3. EVELYN CHOU | @EVYFINDSTHEWAY
  4. 4. “If you are unique, why should you crack open a standard analytics tool with its standard reports and metrics and get going?” AVINASH KAUSHIK EVELYN CHOU | @EVYFINDSTHEWAY
  5. 5. 1. FUNDAMENTALS 2. ANALYTICS PLANNING 3. IMPLEMENTATION
  6. 6. 1. FUNDAMENTALS
  7. 7. 1. FUNDAMENTALS
  8. 8. 1. FUNDAMENTALS 1st Party vs. 3rd Party Cookie 1ST PARTY Cookies that belong to the same domain that is shown in the browser's address bar. 3RD PARTY Cookies that belong to domains different from the one shown in the address bar. EVELYN CHOU | @EVYFINDSTHEWAY
  9. 9. 1. FUNDAMENTALS Traffic Filtering Internal IP address, bot traffic, traffic to any testing and staging environment. EVELYN CHOU | @EVYFINDSTHEWAY
  10. 10. 2. ANALYTICS PLANNING BY CATEGORY
  11. 11. 2. PLANNING BY CATEGORY ECOMMERCE CONTENT HEAVY BLOG EVELYN CHOU | @EVYFINDSTHEWAY
  12. 12. 2. PLANNING BY CATEGORY ECOMMERCE Product Name, Product ID, SKU ID, Quantity, Order Value EVELYN CHOU | @EVYFINDSTHEWAY
  13. 13. 2. PLANNING BY CATEGORY CONTENT HEAVY Site sections, unique/detailed page names EVELYN CHOU | @EVYFINDSTHEWAY
  14. 14. BLOG Social Interactions 2. PLANNING BY CATEGORY EVELYN CHOU | @EVYFINDSTHEWAY
  15. 15. 3. IMPLEMENTATION THE DEVELOPERS & QA TEAM: YOUR BEST FRIENDS
  16. 16. DEBUGGING TOOLS EVELYN CHOU | @EVYFINDSTHEWAY 3. IMPLEMENTATION HTTP FOX OBSERVE POINT CHARLES WEB DEBUGGING FIREBUG OMNIBUG
  17. 17. OPTIMIZE EVELYN CHOU | @EVYFINDSTHEWAY 3. IMPLEMENTATION YOU CAN’T IMPROVE WHAT YOU DON’T TRACK GOALS & OBJECTIVES FUNDAMENTAL REQUIREMENTS ANALYTICS PLANNING & DESIGN IMPLEMENT REPORT & ANALYZE
  18. 18. QUESTIONS? EVELYN CHOU | @EVYFINDSTHEWAY
  19. 19. THANK YOU EVELYN CHOU @EVYFINDSTHEWAY LINKEDIN.COM/EN/EVELYNCHOU EVYFINDSTHEWAY.COM

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