17. “There’s just me as web analyst and 60 users
of Google Analytics. They don’t dedicate time
to using it. They’re too busy running
campaigns..”
“I use it primarily for monthly or weekly reporting.
Due to the amount of data and lack of time I don’t
have time to do more ”
Ecommerce manager, B2B
“It’s very frustrating. I’ve no time to go into any depth.
I don’t know where to go to find information to show
which format is working and which one is not”
Brand manager, Pharma Industry
Web analyst, Financial Services
19. It’s an approach to data analysis that covers all online and offline assets, affecting all
business decisions
20. • How to vary the visits and the buzz compared to GRPs?
• Which Adwords campaign is better converting?
• Are the users finding what they are looking on my digital assets?
• As users interacting with content that I'm delivering through my
assets?
• What’s the engagement level with my social properties?
• How are perceived my main competitors and how they are
performing?
• How visitors reach my site?
• Which pages best catalyze the audience interest?
• How can I improve my site ranking on search engines?
21. Totally personalized communication
1 Audience Segmentation
2ADV channels and formats selection based on real numbers
Channel Selection
3Website data, Social data, Adv data: multiple activities
combined in a single set of insights
Cross-Data Analysis
22. KPI Framework
Identification of success metrics for your
business
Setup
Suitable technologies for an accurate performance
assessment against defined KPIs
Reporting
Insights and analysis for ad hoc data-driven
decision-making
Optimization
A continuous flow of improvement: consistency and
efficiency
2
2
23. Measure
ReportingOptimize
Analyze
Customer
Marketing
Social
Mobile
Web
Digital Analytics: The Process
What metrics are important?
Are we capturing the data we need?
Do we have the right tools in place?
Is our data accurate and insightful?
What happened?
Did it work?
How well did it work?
Who said what about my brand?
What exactly is the problem?
Why is this happening?
What if it continues?
What actions are needed?
What can I do to improve?
Who are the best audience for me
to influence?
How can I best spend my mktg
budget?
24. Measure
ReportingOptimize
Analyze
Digital Analytics: The Process
What metrics are important?
Are we capturing the data we need?
Do we have the right tools in place?
Is our data accurate and insightful?
What happened?
Did it work?
How well did it work?
Who said what about my brand?
What exactly is the problem?
Why is this happening?
What if it continues?
What actions are needed?
What can I do to improve?
Who are the best audience for me
to influence?
How can I best spend my mktg
budget?
Actionable
Insights
33. 33
Use the right analytics tools
Concentrate on a small but significative set of metrics
Integration is key. Give the right context to your data for a real
actionable insight
1
3
2
37. 1. Traffic to a site
• Users, Sessions, Pageviews
2. Content Analysis
• Most visited pages, content groups
3. Site Interaction levels
• Avg time per visit, bounce rate, avg pageviews
4. Audience navigation paths
• Site internal search, navigation path, entry and exit pages
5. How users get to our properties
• Traffic sources, campaign tracking
6. Brand perception
• Brand Vs non-brand keywords
37
What can we analyze
38. 38
A dimension is a descriptive attribute or characteristic of an object that can be assigned by different
values
The metrics are individual elements of a dimension measured in the form of a sum or a ratio
Dimension
Metric
Metrics vs Dimensions
Carlo drinks 3 glasses of water
45. 9am
Entry Page
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of visits to the site from a particular entry page
2 entries on HP
1 entry on page 1
47. 9am
47
Bounce Rate
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Percentage of users who leave your site after the landing page without continue browsing the site
50% Bounce Rate
on Homepage
48. 9am
48
Pegeviews per visit
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of pageviews per Session
2 visits to site
3 Homepage
pageviews
Homepage: ppv = 3/2 = 1,5
Totale sito: ppv = 7/3 = 2,33
49. 9am
Exit Rate
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Percentage of exits from the site from a page or set of pages specific.
100% exit from
HP
50% exit from
page 2
51. Metric Definition
Pageview
An instance of a page being loaded (or reloaded) in a browser. Pageview is a metric defined as the total
number of pages viewed.
Visit/Session
Is the period of time a user is active on your site or app. By default, it begins when a user lands on the
website and ends if a user is inactive for 30 minutes or more, any future activity is attributed to a new
session. Users that leave your site and return within 30 minutes are counted as part of the original session.
A visit is meant to contain more pageviews.
Visitor
A visitor is a user that visits the site within a specified period of time.
New visitor
A visitor that never visited a particular website within a specified period of time.
Returning visitor
A visitor that visited a particular website at least once within a specified period of time.
AvgTime on site/page Average visit duration / time on page in a specified period
Bounce Rate
Percentage of users who land on our website and leave without continuing with the navigation.
Traffic source
Channels that bring traffic to the website. They are generally divided into Traffic Direct, Referral, Organic,
and Campaign.
Event An event is an interaction between the users and an element of the website.
Glossary
52. Metric Definition
Direct Traffic
Direct traffic represents those visitors that arrive directly and immediate on your site by typing your URL
into the browser’s address bar or clicking on a bookmark
Referring Traffic
Referring site traffic, which is sometimes called referrer traffic or referral traffic, counts those visitors that
click a link on another site and land on your site
Organic Search
Search engine traffic is that traffic that comes from visitors clicking on links on a search results page for any
search engine — whether Google, Bing, Yahoo! or similar.
Affinity Categories
Affinity Categories scope is to identify users in terms of lifestyle based on their navigation path (for
example, Technophiles, Sports Fans, and Cooking Enthusiasts)
In-Market Categories
Identify groups of users who are in the market for specific product categories.
Glossary/2
