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Web analytics course at freelancers academy

Website Analytics Program, Web analytics Integrated Digital Marketing course, Online Marketing, Internet Marketing, Web Marketing, Mobile app development courses, Learn and Earn, Sem, Seo, social media. Learn with Freelancers Academy and Earn with us too. Job opportunities across various verticals. to know more call on 022 65369888. Or visit us on

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Web analytics course at freelancers academy

  1. 1. From Page Views to Bounce Rates: The Fundamentals of Website Analytics @ Freelancers Academy
  2. 2. So here‘s something we’d like to announce as a preamble...
  3. 3. Quite unlike anything in the past, businesses now one can get 'live' data from their website and can use this to improve their operations
  4. 4. But most businesses know nothing as what to do with this ‘live’ data And that’s why Web analytics is a ‘much in demand’ skill.
  5. 5. How can studying data help you run your business better ? And why are managers not doing it currently ?
  6. 6. Even if you don’t see job titles for ‘Web Analytics’, this is a very useful additional skill to have Especially if you have been around for a couple of years in the ‘web’ industry.
  7. 7. So what do Analytics guys really do ? They use web analytics data to help make business decisions based on concrete data and historical trends. Earlier, lot of these decisions were taken just based on that dangerous thing called ‘gut feel’ 
  8. 8. What's the difference between a visitor and a visit? What's the difference between frequency and recency? This is stuff which a Web Analytics professional should have ready answers to.
  9. 9. Lets get a perspective first JavaScript Tags Log Files & Hit Counters Click & heat maps Mobile Analytics
  10. 10. And see what web analytics helps us to measure Improve ROI Improve ROI Who are your visitors? Who are your visitors? •• Country/city Country/city •• Browser/OS data Browser/OS data •• New/Repeat New/Repeat How do they reach your website? How do they reach your website? •• From which site? From which site? •• Which campaign works better? Which campaign works better? What are they doing..? What are they doing..? •• What SEO/SEM keywords work? What SEO/SEM keywords work? •• Are they converting? Are they converting? •• How long do they stay on your site? How long do they stay on your site? •• What do they read? What do they read? •• What’s making them leave? What’s making them leave? •• …much more …much more 10
  11. 11. Some common tools Some common tools 11
  12. 12. Which are the metrics which you need to watch out for ?
  13. 13. Revealed : Why MBA’s hate Analytics : There are too many metrics !!
  14. 14. Businesses usually stop at just setting up analytics That’s where it is supposed to begin.
  15. 15. Snap shot of standard analytics
  16. 16. Some very relevant analysis can be done
  17. 17. The source of visitors to your site can be The source of visitors to your site can be studied studied Social Media Direct type-ins Social Bookmarks Browser Bookmarks Partner Sites/ Referrals E-PRs Search Engines Organic | SEM Banner Advertizing/M edia E-Mailers
  18. 18. SEM campaign can be optimized SEM campaign can be optimized
  19. 19. •Identify weak SE’s, keywords to work on •Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on subject/content than brand) •Analysis of Organic traffic helps strategize SEM campaign
  20. 20. And ‘advanced’ features can be implemented
  21. 21. For example, goals of users can be tracked For example, goals of users can be tracked Secondary Goals Primary Goals 21
  22. 22. Coming to the vendors, the main vendors are Google Analytics, CoreMetrics, Websidestory, Omniture, Web trends. Google Analytics changed the landscape completely when it launched a free package in 2005
  23. 23. So should I get into this ?
  24. 24. The future’s bright “Web Analytics is hard.” – Eric Peterson “10% of your budget should be spent on tools, while 90% spent on people (brains) who will be responsible for insights.” – Avanash Kaushik
  25. 25. Basic skills which employers would look out for • Great with nos and Good data pattern recognition skills. Basic html and javascript skills so that you can work with any nagging issues during analytics set-up and maintenance.
  26. 26. Basic skills which employers would look out for •Ability to communicate findings to the business in terms it can understand. •Familiarity with the main Analytics packages. •Capability to understand what data needs to be tracked for the business to grow. This requires experience of a few years, does not come easily. •Expertise in report design and configuration
  27. 27. An actual job description Analyzes Website performance, trends and click stream path analysis activity to provide data driven business insights, leading to fundamental improvements to the Website experience. Demonstrates a high degree of pro-activeness in analysing customer behavior using available data to influence changes on the Website. Day-to-day management of analytics system to ensure tracking, reporting and analytics are functioning optimally. Creates and maintains key reports, dashboards and analysis utilizing WebTrends and SQL. Identify and track trends in metrics and be able to identify improvements to Website based on usage and traffic patterns. Perform Search Engine Optimization and advise on search and display ads Conducts ad-hoc traffic, sales and testing analysis of the site.
  28. 28. Case Study : Google Analytics
  29. 29. Some Advantages of Google Analytics Some Advantages of Google Analytics Key points • • • • • • Extremely simple ‘user-friendly’ interface Compatible with Google Adwords or Adsense ‘Goal oriented’ analysis & ‘Intelligence’ Correlate data across reports Customizable Reports Free 29
  30. 30. Google Analytics jobs have increased more Source : than those for Omniture
  31. 31. Account Settings Page Account Settings Page 31
  32. 32. Profiles and Accounts Profiles and Accounts Profiles Accounts •Create a new account for each website •Create Profiles within Accounts - to track different visit segments, create access levels or website sections •Can link 1 AdWords to 1 Analytics Account •‘Admin’ access is at Account level 32
  33. 33. The Code: The Code: Generating and Implementing Generating and Implementing •Place within ‘body’ of web page •Place on ALL pages within the website 33
  34. 34. Reported Segments Reported Segments Google Analytics Google Analytics collects your data collects your data based on 55broad based on broad segments segments …Which give us over 80 …Which give us over 80 primary reports, which can primary reports, which can be further drilled down to be further drilled down to over 1,000 unique reports. over 1,000 unique reports. 34
  35. 35. Data Representation Data Representation Easily export/email aareport Easily export/email report ••4format options, incl. PDF, 4 format options, incl. PDF, XML, CSV & TSV XML, CSV & TSV Graph Graph •Day/week/month views •Day/week/month views •Compare 22metrics •Compare metrics •‘Compare to site’ •‘Compare to site’ •Compare date ranges •Compare date ranges •Highlight data point on •Highlight data point on mouse-over mouse-over Data table Data table ••Overviewof selected Overview of selected component component ••5unique data views 5 unique data views ••Searchbox to Search box to include/exclude specific include/exclude specific data data ••Easilycompare Easily compare performance to Site Avg. performance to Site Avg. 35
  36. 36. Freelancers Academy ‘Learn with us and then remove the L’ We cover all the aspects of Digital Marketing and Mobile app. Development (Instructor –led and online) programs in Web(Instructor-led and Online) Mumbai office – 022 65369888 Mobile - 9819607019