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Web Analytics Framework Guide

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Web Analytics Framework Guide

  1. 1. Web Analytics Framework Guide November 8, 2012 Rick Allen @epublishmedia
  2. 2. Web Analytics Framework 1 Business Objectives 2 Website Goals Key Performance 3 Indicators (KPIs) 4 Targets 5 Segments Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 2
  3. 3. Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance What is the purpose of Indicators (KPIs) your website? 4 Targets 5 Segments 3
  4. 4. Web Analytics Framework 1 Business Objectives 2 Website Goals Key Performance What actions do you 3 Indicators (KPIs) want people to take on your website? 4 Targets 5 Segments 4
  5. 5. Web Analytics Framework 1 Business Objectives 2 Website Goals What relevant web 3 Key Performance metrics can be used to Indicators (KPIs) measure your website 4 Targets goals over time? 5 Segments 5
  6. 6. Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance How do you rate Indicators (KPIs) success? 4 Targets 5 Segments 6
  7. 7. Web Analytics Framework 1 Business Objectives 2 Website Goals Key Performance What visitor attributes 3 Indicators (KPIs) will provide meaningful insights? 4 Targets 5 Segments 7
  8. 8. Web Analytics Framework (Sample 1) 1 Business Objectives Reinforce online/offline advertising 2 Website Goals Enhance online brand awareness Key Performance 3 Branded traffic Indicators (KPIs) 4 Targets 12,000 visits per month Traffic sources 5 Segments Converted visits 8
  9. 9. Web Analytics Framework (Sample 2) 1 Business Objectives Generate leads 2 Website Goals Increase newsletter subscriptions Key Performance 3 Newsletter signup conversions Indicators (KPIs) 4 Targets 200 visits per month Visitor type 5 Segments Content type 9
  10. 10. Web Analytics Framework (Sample 3) 1 Business Objectives Engage community 2 Website Goals Increase news consumption Key Performance 3 Visitor loyalty Indicators (KPIs) 4 Targets 50% repeat visits Student life content 5 Segments Student club content 10
  11. 11. Learn more! A Web Analytics Framework for Content Analysis: http://mcont.co/XksiFK Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets: http://mcont.co/PEinYe

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