Digital/Ecommerce School: Web Analytics for Marketing and Business Executives As a c-level executive you do not have time to analyze data or interpret multiple graphs. You are a fast decision maker, visually oriented, and you need something that can help you make effective decisions immediately. We will cover strategic approach to requesting and evaluating the data your digital team reports to you and how to communicate with them what data you need in order to make data driven decisions. In this Executive Education program, participants will: Learn the lingo of the web analytics world in order to communicate with your interactive team more efficiently. Gain a framework for identifying the right marketing metrics for an organization. Develop a chain of effects system for connecting performance metrics to marketing inputs.

1. Analytics For The Business &
Marketing Executives

2. Roger Lopez
VP Marketing
Sideqik
@inemode
www.sideqik.com
Linkedin.com/in/imroger

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1. The Challenge
2. The Basics
3. The Framework

4. Only
Of Available Data is Used
Forrester Research: Can You Give The Business The Data That It
Needs? by Michele Goetz, November 13, 2013
@RyanJones

5. S$@* (STUFF) Your Boss Doesn’t Care About
What’s important to you isn’t so important to your boss.
@RyanJones
S.Y.B.D.C.A

6. Some Metrics Are Best
Left To Yourself.
PageRank Impressions CTR Links
Rankings CPC Bounce Rate Visits Hits
Keyword Density Domain Authority
Followers Retweets Shares Likes Plusses
Page Speed Pages/Visit Time on Site
These metrics are best used internally to help increase the metric your boss
actually cares about: Her Goal

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Every Level in Digital
Speaks a different
Language

8. I don’t know how to enlighten my
Boss?
What Does Your Boss Care About?

9. Your Boss Cares About
One Thing:
Am I Spending
My Money
Effectively?

10. Your Boss Cares About:
His Bonus

11. How To Get Your
Boss Promoted
@RyanJones

12. REPORTING IS NOT ANALYTICS
Reporting: Analytics:
What Does The
Number Mean I
Should Do?
What’s The
Number?
@RyanJones

13. The Traditional Marketing Funnel From B-School Books:
THE OLD
FUNNEL
@RyanJones

14. The Path To Conversion Isn’t so Simple Anymore
USER JOURNEY
@RyanJones

15. Same categories, lots of different paths.
THE NEW
FUNNEL
@RyanJones
AWARENESS
INTEREST
DESIRE
ACTION

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17. ACTIONABLE ANALYTICS
Data to act on AND a business reason to
take those actions.
@RyanJones

18. SIMPLIFY
REPORTING

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1. Business Objectives
2. Goals
3. Metrics
4. Key Performance Indicators
5. Targets
6. Dimensions
7. Segments
The Basics

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3 Areas Of Web Analytics Expertise
Data Reporting
Data Capture
Data Analysis

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Analyse Data
Create
Actionable
Insights
Implement
Data Analysis Process
Evaluate

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Business Objectives?
This is the answer to the question: "Why does your website exist?“
Or: "What are you hoping to accomplish for your business by being on the web?"
Or: "What are the three most important priorities for your site?"
Or other questions like that.
Without a clearly defined list of business objectives you are doomed, because if
you don't know where you are going then any road will take you there.
The objectives must be DUMB: Doable. Understandable. Manageable. Beneficial

23. Improve marketing effectiveness might
translate into these goals because
currently they are your priorities:
1. identify broken things in m
2. figure out how to do n
3. experiment with p type of campaigns
23
Goals
Sell more stuff really means we
have to:
1. do x
2. improve y
3. reduce z
This step of identifying Goals is important it not for the fact that almost every C
level executive, every VP and SVP, give very high level nearly impossible to pin
down business objectives

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Metric
A metric is a number.
Technically a metric can be a Count (a
total) or a Ratio (a division of one
number by another).
• Examples of metrics that are a
Count is - Visits or Pageviews.
• Examples of a Ratio- is Conversion
Rate (a quantitative metric) or Task
Completion Rate (a qualitative
metric)

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KPI (Key performance indicators)
A key performance indicator (KPI) is a metric that
helps you understand how you are doing against
your objectives.
That last word – objectives – is critical to
something being called a KPI, which is also why
KPI's tend to be unique to each company
Examples of KPI’s
Business objective: Sell Stuff. KPI: Average Order Size.
Business objective: Increase Revenue KPI: Average Order
Size and # of clicks on banner ads.

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KPI (Key performance indicators)
Business Objectives -> Goals -> KPI's -> Metrics -> Magic

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Targets
Targets are numerical values you have pre-determined
as indicators success or failure.
It is critical that you create targets for each web
analytics key performance indicator.
Target: 2014 AOV Target of $95

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Targets
You can create targets for the quarter (Christmas!) or for the year or to any drill down level of
specificity. But at least have one overall target for each KPI.
Business Objectives -> Goals -> KPIs -> Metrics -> Targets -> Happy Dance

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Dimension
A dimension is, typically, an attribute of the Visitor
to your website.
It is critical that you create targets for each web
analytics key performance indicator.

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Dimension

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Segments
A segment contains a group of rows from one or more dimensions..
In aggregate almost all data is useless (like # of Visits). The best way
to find insights is to segment the data using one or more dimensions
(like # of Visits from: USA, UK, India as a % of All Visits).

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Segments
A segment contains a group of rows from one or more dimensions..
In aggregate almost all data is useless (like # of Visits). The best way to
find insights is to segment the data using one or more dimensions (like
# of Visits from: USA, UK, India as a % of All Visits).
Segment or Die

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Now what?
How to I Put everything
Together..?

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Provides clarity on what data to look at
Business
Objectives
Website
Goals
KPIs
Targets
Data
Analysis
Fact-finding, understanding the business
Translating BOs into digital solutions
Goals (Metrics)
Targeted improvement (x% increase)
Segmentation (Traffic Acquisition,
Behaviour, Outcomes)

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A model to measure digital
Lets we Work at ALS – Pre-Ice Bucket
Business Objective:
Attendance at Events
Goals:
Increase web sign ups.
Key Performance Indicators:
# of ALS Sign-ups for ALS Action Alerts
# of Individual Memberships
Target:
Action Alert: 14,000 per month
Memberships: 4,800 per month
Segments:
Acquisition: Organic search, Email campaigns, Mid-western US states
Behavior: Visits to conversions (Action Alerts, Memberships)

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More examples

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Key Takeaways
 Web Analytics works best when business objectives and
measurement expectations are clearly defined in advance.
 Utilize the Data Analysis Process & Web Analytics Model for
focus and clarity.
 Focusing on Data analysis makes you a better Digital
Marketer

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Future Digital School
 Oct 21st Google analytics 201- From Reporting Squirel to
Analysis Ninja -
 Nov 4th Launching your Startups Site on a Budget
 Nov 18th Marketing Automation for B2C
 Dec 2nd Website Conversion tips and tricks -
 Dec 16th Together Marketing for Startups
 Jan 6th Email Marketing for Startups
 Jan 20th Video Marketing on a Budget

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Roger Lopez
VP Marketing
Sideqik
@inemode
www.sideqik.com
Linkedin.com/in/imroger