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Web Analytics
Introduzione
settembre 2015
Leonardo Bellini
leonardo@dml.it
http://www.dml.it
http://www.digitalmarketingla...
Web Analytics: concetti di base
Cos’è e a cosa serve la web analytics
Cos’è la web analytics
La Web Analytics è la disciplina che valuta
l’efficacia e l’efficienza delle attività di
marketing ...
Raccolta e reporting di dati
Sistema basato sui cookies.
Installare il Javascript
Qual è lo scopo della Web Analytics?
Lo scopo della WA è fornirti quel livello di conoscenza (insights)
che ti permetta di...
Dai dati alle informazioni, alle azioni e decisioni da prendere
Il processo di Web analytics
Knowledge without Action is m...
Cosa si può fare con Google
analytics
• E’ un Sistema completo di analisi e
reporting per :
• Analisi del pubblico, dei vi...
Dalla Misurazione all’Azione
Il ruolo della Web Analytics
A cosa serve la Google Analytics?
• A misurare il valore di business generato
dalle attività online
• A misurare e miglior...
TANTI DATI, POCHE INFORMAZIONI…
FLUSSO DI CLIC
INFO UTILI
IL VECCHIO PARADIGMA DELLA WEB ANALYTICS 1.0IL VECCHIO PARADIGMA...
L’analisi basata sul flusso dei clic
• I dati raccolti ci dicono molto sul COSA ma
non sul PERCHE’..
Esempi: posso conosce...
A questi dati manca un Perché…A questi dati manca un Perché…
Actionable
Insights &
Metrics
BEHAVIOUR
EXPERIENCEOUTCOMES
WHY?WHY?
SO
WHAT?
SO
WHAT?
SO
WHAT?
SO
WHAT?
THE TRINITY STRATE...
Cosa la Web Analytics non può
fare..
• Non può spiegarti (almeno in maniera
facile e immediata) perché i visitatori si
son...
IL PERCHE’: LA VOCE DEL CLIENTE
• Consideriamo il Report “pagine più viste”
• Google Analytics mi permette di conoscere le...
Pagine più visitate
2 metriche qualitative:
•Tempo medio sulla pagina
•Frequenza di rimbalzo
IL PERCHE’: LA VOCE DEL CLIENTE
• A QUALI CONTENUTI SONO
PARTICOLARMENTE INTERESSATI I TUOI
VISITATORI?
• QUALI DI QUESTE ...
IL PERCHE’: LA VOCE DEL CLIENTE
• GLI STRUMENTI DI WEB ANALYTICS SONO IN GRADO DI RIFERIRE
SOLO CIO’ CHE POSSONO REGISTRAR...
4Q iPerceptions:
Online customer survey:
Perché sei arrivato su questo sito? Qual è lo
scopo primario della tua visita?
Misurare la online customer experience
4 domande cruciali:
1.Perché sei arrivato su questo sito? Qual è lo
scopo primario ...
Net promoter Score
DAL FLUSSO DEI CLIC ALLE INFO UTILI
Le metriche di base
7 metriche base da cui partire
1. Sessioni (visite)
2. Pageview
3. visitatori
4. Pagina /visita
5. frequenza di rimbalzo
6...
Vanity Metrics
• Attenzione alle metriche vanitose…
Intro alla web analytics
Intro alla web analytics
Intro alla web analytics
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Intro alla web analytics

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Cosa è la web analytics e perché potrebbe interessarti. Limiti e potenzialità della web analytics. Come aggiungere la voce del cliente online. Attenzione alle vanity metrics

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Intro alla web analytics

  1. 1. Web Analytics Introduzione settembre 2015 Leonardo Bellini leonardo@dml.it http://www.dml.it http://www.digitalmarketinglab.it Twitter: @dmlab
  2. 2. Web Analytics: concetti di base Cos’è e a cosa serve la web analytics
  3. 3. Cos’è la web analytics La Web Analytics è la disciplina che valuta l’efficacia e l’efficienza delle attività di marketing online, al fine di migliorare il contributo in termini di business offerto dai canali online all‘organizzazione. Misurare con uno scopo, un obiettivo specifico
  4. 4. Raccolta e reporting di dati Sistema basato sui cookies.
  5. 5. Installare il Javascript
  6. 6. Qual è lo scopo della Web Analytics? Lo scopo della WA è fornirti quel livello di conoscenza (insights) che ti permetta di prendere delle decisioni su come cambiare la tua strategia di business online Lo scopo della WA è fornirti quel livello di conoscenza (insights) che ti permetta di prendere delle decisioni su come cambiare la tua strategia di business online
  7. 7. Dai dati alle informazioni, alle azioni e decisioni da prendere Il processo di Web analytics Knowledge without Action is meaninglessKnowledge without Action is meaningless
  8. 8. Cosa si può fare con Google analytics • E’ un Sistema completo di analisi e reporting per : • Analisi del pubblico, dei visitatori • Analisi del traffico entrante • Analisi del comportamento degli utenti • Analisi della conversione e delle transazioni generate online
  9. 9. Dalla Misurazione all’Azione
  10. 10. Il ruolo della Web Analytics
  11. 11. A cosa serve la Google Analytics? • A misurare il valore di business generato dalle attività online • A misurare e migliorare i risultati di business • A ottimizzare campagne e costi di marketing digitale • A misurare il valore di business generato dalle attività online • A misurare e migliorare i risultati di business • A ottimizzare campagne e costi di marketing digitale
  12. 12. TANTI DATI, POCHE INFORMAZIONI… FLUSSO DI CLIC INFO UTILI IL VECCHIO PARADIGMA DELLA WEB ANALYTICS 1.0IL VECCHIO PARADIGMA DELLA WEB ANALYTICS 1.0 Mole dai dati in nostro possesso I dati sui clic ci dicono molto sul COSA ma non sul PERCHE?
  13. 13. L’analisi basata sul flusso dei clic • I dati raccolti ci dicono molto sul COSA ma non sul PERCHE’.. Esempi: posso conoscere: • Quante pagine sono state visualizzate • Quali prodotti sono stati acquistati • Tempo medio trascorso sul sito • Da dove provengono i visitatori • Quali parole chiave o campagne hanno prodotto i clic TUTTO CIO’ APPARTIENE ALL’AMBITO DEL “COSA”
  14. 14. A questi dati manca un Perché…A questi dati manca un Perché…
  15. 15. Actionable Insights & Metrics BEHAVIOUR EXPERIENCEOUTCOMES WHY?WHY? SO WHAT? SO WHAT? SO WHAT? SO WHAT? THE TRINITY STRATEGY, A. Kaushik
  16. 16. Cosa la Web Analytics non può fare.. • Non può spiegarti (almeno in maniera facile e immediata) perché i visitatori si sono comportati in un determinato modo
  17. 17. IL PERCHE’: LA VOCE DEL CLIENTE • Consideriamo il Report “pagine più viste” • Google Analytics mi permette di conoscere le pagine più visitate Non mi dice l’effettivo gradimento dei visitatori. • Posso fare alcune supposizioni guardando la frequenza di rimbalzo il tempo medio speso sulla pagina e il valore generato
  18. 18. Pagine più visitate 2 metriche qualitative: •Tempo medio sulla pagina •Frequenza di rimbalzo
  19. 19. IL PERCHE’: LA VOCE DEL CLIENTE • A QUALI CONTENUTI SONO PARTICOLARMENTE INTERESSATI I TUOI VISITATORI? • QUALI DI QUESTE PAGINE I VISITATORI VOLEVANO EFFETTIVAMENTE CONSULTARE?
  20. 20. IL PERCHE’: LA VOCE DEL CLIENTE • GLI STRUMENTI DI WEB ANALYTICS SONO IN GRADO DI RIFERIRE SOLO CIO’ CHE POSSONO REGISTRARE • NON SONO IN GRADO DI REGISTRARE CIO’ CHE I CLIENTI DESIDERAVANO MA NON HANNO TROVATO..
  21. 21. 4Q iPerceptions: Online customer survey: Perché sei arrivato su questo sito? Qual è lo scopo primario della tua visita?
  22. 22. Misurare la online customer experience 4 domande cruciali: 1.Perché sei arrivato su questo sito? Qual è lo scopo primario della tua visita? 2.Sei riuscito a completare il tuo task oggi? 3.Se non sei riuscito a completarlo, perché? 4.Raccomanderesti a tuo amico di visitare questo sito (Net Promoter Score)
  23. 23. Net promoter Score
  24. 24. DAL FLUSSO DEI CLIC ALLE INFO UTILI
  25. 25. Le metriche di base
  26. 26. 7 metriche base da cui partire 1. Sessioni (visite) 2. Pageview 3. visitatori 4. Pagina /visita 5. frequenza di rimbalzo 6. Durata sessione media 7. % nuove sessioni Analizza gli andamenti nel lungo periodo
  27. 27. Vanity Metrics • Attenzione alle metriche vanitose…

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