Web analytics strategy jessica krywosa and rick allen

719 views

Published on

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
719
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Web analytics strategy jessica krywosa and rick allen

  1. 1. Web Analytics Strategy: Answering the Right Questions Jessica Krywosa Stamats Integrated Marketing: Suffolk University Technology Conference Rick Allen October 22, 2010 Babson College#SIMTech @jesskry • @epublishmedia
  2. 2. Hi, I‟m Jessica.#SIMTech @jesskry • @epublishmedia
  3. 3. Hi, I‟m Rick.#SIMTech @jesskry • @epublishmedia
  4. 4. What we‟re talking about:#SIMTech @jesskry • @epublishmedia
  5. 5. What we‟re talking about Web analytics strategy Trends & segmentation Campaign tracking & analytics goals Reporting Next steps: making it work#SIMTech @jesskry • @epublishmedia
  6. 6. How many „hits/visits‟ are we getting?#SIMTech @jesskry • @epublishmedia
  7. 7. How many „hits/visits‟ are we getting?#SIMTech @jesskry • @epublishmedia
  8. 8. Define the „right‟ questions.#SIMTech @jesskry • @epublishmedia
  9. 9. Trends & Campaigns Trends Campaign Tracking How do users travel through our Which mediums work best? site? Did users complete an action? Where are our most active visitors from? Is what we‟re doing working? Are we doing better or worse? What content is performing or How do people find us? underperforming?#SIMTech @jesskry • @epublishmedia
  10. 10. Web Analytics Strategy#SIMTech @jesskry • @epublishmedia
  11. 11. “Often numbers dont speak as loudly as they should because you are missing one simple ingredient: context.” Avinash Kaushik Author, Web Analytics 2.0#SIMTech @jesskry • @epublishmedia
  12. 12. Analytics strategy puts data in context. Without context, data is meaningless.#SIMTech @jesskry • @epublishmedia
  13. 13. Web Analytics Strategy University objectives What is the purpose of your website? Website goals What actions do you want people to take on your website to meet your university objectives? Measurement What relevant web metrics can be used to measure the efficacy of your website goals over time?#SIMTech @jesskry • @epublishmedia
  14. 14. Measurement Trends Segmentation Campaign tracking Analytics goals KPIs#SIMTech @jesskry • @epublishmedia
  15. 15. Trends & Segmentation http://www.flickr.com/photos/eworm/177950064/#SIMTech @jesskry • @epublishmedia
  16. 16. Analysis & Hypothesizing Non-campaign YOY/MOM patterns User behavior Who, what, where, how–but not why#SIMTech @jesskry • @epublishmedia
  17. 17. Who?#SIMTech @jesskry • @epublishmedia
  18. 18. What?#SIMTech @jesskry • @epublishmedia
  19. 19. Where?#SIMTech @jesskry • @epublishmedia
  20. 20. How?#SIMTech @jesskry • @epublishmedia
  21. 21. How? (cont.)#SIMTech @jesskry • @epublishmedia
  22. 22. Make connections for deeper meaning.#SIMTech @jesskry • @epublishmedia
  23. 23. Campaign Tracking & Analytics Goals http://www.flickr.com/photos/lawrence_evil/588771342/#SIMTech @jesskry • @epublishmedia
  24. 24. Test your strategy. Make it purposeful.#SIMTech @jesskry • @epublishmedia
  25. 25. Finding Answers with Campaign Tracking#SIMTech @jesskry • @epublishmedia
  26. 26. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #1 Question Answer Optimize editorial What are the best Peak traffic by calendar (publishing times to publish campaign and frequency). content? day/time.#SIMTech @jesskry • @epublishmedia
  27. 27. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #2 Question Answer Maximize use of Which content Peak traffic by content delivery delivery methods campaign content channels. are most effective? source (twitter, facebook, newsletter).#SIMTech @jesskry • @epublishmedia
  28. 28. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #3 Question Answer Improve What content is Peak traffic by content/messaging most attractive to campaign (news, efficacy. our users? events, shared links) and medium (social media, email).#SIMTech @jesskry • @epublishmedia
  29. 29. Finding Answers with Analytics Goals:#SIMTech @jesskry • @epublishmedia
  30. 30. [analytics goals] Objective: Increase engagement Measure Website Goal #1 Question Answer Encourage visitors to What percentage of Analytics goal: explore website. users view at least 3 depth of visit = pages per visit? 3 or more.#SIMTech @jesskry • @epublishmedia
  31. 31. [analytics goals] Objective: Increase engagement Measure Website Goal #2 Question Answer Engage visitors with What percentage Analytics goal: compelling content. of users remain time on page = on-page more 1 or more minutes. than 1 minute?#SIMTech @jesskry • @epublishmedia
  32. 32. [analytics goals] Objective: Increase engagement Measure Website Goal #3 Question Answer Elicit user feedback. What percentage of Analytics goal: users comment page view = content? user comment (virtual) page.#SIMTech @jesskry • @epublishmedia
  33. 33. Reporting http://www.flickr.com/photos/nataliejohnson/2195090407/#SIMTech @jesskry • @epublishmedia
  34. 34. Audience VP/Director Knowledge base Timeliness Automate Share advanced segments#SIMTech @jesskry • @epublishmedia
  35. 35. Frequency Monthly trends Quarterly – actionable Daily/Weekly – campaign based#SIMTech @jesskry • @epublishmedia
  36. 36. Content Site traffic Organic referrals Asset update Campaign update (summer, yield) Social media growth & interactions Targeted email analytics (from ESP) Other site goals (form submission)#SIMTech @jesskry • @epublishmedia
  37. 37. Structure Short and sweet Bulleted Minimal charts/graphs Tie to goals#SIMTech @jesskry • @epublishmedia
  38. 38. Data is empty without action.#SIMTech @jesskry • @epublishmedia
  39. 39. Next Steps: Making It Work http://www.flickr.com/photos/efilpera/3920499357/#SIMTech @jesskry • @epublishmedia
  40. 40. Recommendations Gain support for analytics through education Understand what analytics cant tell you Measure performance over time based on website goals Start now and dont stop#SIMTech @jesskry • @epublishmedia
  41. 41. Questions?#SIMTech @jesskry • @epublishmedia
  42. 42. Thanks.#SIMTech @jesskry • @epublishmedia
  43. 43. Jessica Krywosa @jesskry http://www.krywosa.com http://www.doteduguru.com Rick Allen @epublishmedia http://www.epublishmedia.com#SIMTech @jesskry • @epublishmedia

×