Web Analytics KPIs
& Other Important
Acronyms/Initials!
   Darrell Sandefur
        7/8/2009
Content
   Ideologies
   Use Case Scenarios
   Roles
     Tools of the Trade
     Interests
     KPIs

   Other Ana...
Ideologies
   To measure is to know – if you don’t
    measure, you don’t know
   Make principal-based, data-driven
    ...
Use Case Scenarios
Roles
   Advertiser & Marketer
   Architect
   Business Manager
   Designer
   Developer
   E-commerce Director
   ...
Advertiser & Marketer
   Tools of the Trade:                                  KPIs:
          Advertising Management   ...
Architect
   Tools of the Trade:
      Performance Monitoring
      Web Analytics
   Interests:
      Systems –
     ...
Business Manager
   Tools of the Trade:          Next/Previous Page
       E-mail Service            Flow
         Prov...
Designer
   Tools of the Trade:
      Web Analytics
   Interests:
      System Requirements
   KPIs:
      Browsers
...
Developer
   Tools of the Trade:
      Performance Monitoring
      Web Analytics
   Interests:
      Application –
 ...
E-commerce Director
   Tools of the Trade:
         Web Analytics
   Interests:
         Conversions
   KPIs:
      ...
Merchandiser
   Tools of the Trade:
       Web Analytics
   Interests:
     A/B Testing
     User Experience

   KPI...
Operations & Support
   Tools of the Trade:
      Performance

     Monitoring
      Web Analytics
   Interests:
     ...
Procurement & PMs
   Tools of the Trade:
       Web Analytics
   Interests:
     Billing
     Solutions (PM)
     Tr...
User Experience
   Tools of the Trade:
      Web Analytics
   Interests:
      Human-to-Computer Interaction (Heuristi...
Other Analytics & Metrics
   Alexa, Compete, comScore, Hitwise, Quantcast, etc.:
      Affinity (audience also likes)
  ...
Q&A
   The only stupid question is the one left
    unasked!
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Darrell Sandefur Web Analytics Wednesday Cincinnati 20090709

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Kroger's Darrell Sandefur shared his view of how different measures matter to different parts of the organization. A very detailed and insightful description of which measures to use by job function, thanks Darrell!

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Darrell Sandefur Web Analytics Wednesday Cincinnati 20090709

  1. 1. Web Analytics KPIs & Other Important Acronyms/Initials! Darrell Sandefur 7/8/2009
  2. 2. Content  Ideologies  Use Case Scenarios  Roles  Tools of the Trade  Interests  KPIs  Other Analytics & Metrics  Q&A
  3. 3. Ideologies  To measure is to know – if you don’t measure, you don’t know  Make principal-based, data-driven decisions  Measure twice, report once  Determine value of non-monetary conversions  Beware intuition
  4. 4. Use Case Scenarios
  5. 5. Roles  Advertiser & Marketer  Architect  Business Manager  Designer  Developer  E-commerce Director  Merchandiser  Operations & Support  Procurement & Project Managers  User Experience
  6. 6. Advertiser & Marketer  Tools of the Trade:  KPIs:  Advertising Management  Ads -  E-mail Service Provider (ESP)  Clicks (click rate or click-throughs)  Web Analytics  Impressions  Interests:  View-throughs  Advertising effectiveness  Affinity (audience also likes and/or visits)  Conversions (conversion rate)  E-mail -  E-mail success  Bounce (undelivered)  Search Engine Marketing (SEM)  Clicks  What sites visitors come from  Delivered  Where visitors go within site (sections)  Opted Out  Where visitors go after visiting  Responded  Geolocation  Page Views (PV)  Post-click Conversion Activities (PCCA)  Post-impression Activities (PIA)  Search -  Engines :  Natural keywords  Pay Per Click (PPC) keywords  Internal :  Onsite Search Terms  Number of Search Results  Traffic (frequency)
  7. 7. Architect  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Systems –  Capacity (Load/Stress Testing)  Engineering  Upgrades  KPIs:  Page Views  Unique Visitors  FITB…
  8. 8. Business Manager  Tools of the Trade:  Next/Previous Page  E-mail Service Flow Provider (ESP)  Page Views for  Web Analytics Unique Visitors  Interests:  Pathing -  It depends!  Entries  KPIs:  Exits  Advertiser/Marketer  Searches to Orders KPIs  Geolocation -  Time Spent on Page  Countries  Traffic Frequency (quantcast.com) -  Regions (time  Addicts zones)  State  Regulars  Cities  Passers-by  Monthly Unique  Unique Visitors Visitors (MUV)  Visit Number  Monthly Visits (MV)  Visits to Orders
  9. 9. Designer  Tools of the Trade:  Web Analytics  Interests:  System Requirements  KPIs:  Browsers  Demographics  Mobile (devices)  Screen:  Height  Width
  10. 10. Developer  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Application –  Performance  Specifications  Visitor (Technology) Profile  KPIs:  Browser (Types)  Cookies (On or Off)  Daily, Weekly, or Monthly Average Page Views  Daily, Weekly, or Monthly Average Unique Visitors  JavaScript –  On or Off  Version
  11. 11. E-commerce Director  Tools of the Trade:  Web Analytics  Interests:  Conversions  KPIs:  Abandonment  Competition  Fallout  Most Popular Paths  Order Conversion Rate  Orders  Purchase Conversion Funnel -  Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket)  Average Revenue Per Unit  Average Revenue Per Visit  Average Units Per Order  Revenue  Searches to Orders (STO)  Shoppers -  NS – New Shoppers  RS – Return Shoppers  SES – Search Engine Shoppers  Visits to Orders (VTO)
  12. 12. Merchandiser  Tools of the Trade:  Web Analytics  Interests:  A/B Testing  User Experience  KPIs:  Advertiser/Marketer KPIs  Product(s)  Site Section (channel)
  13. 13. Operations & Support  Tools of the Trade:  Performance Monitoring  Web Analytics  Interests:  Availability (# of 9s)  Performance  Stability  Interests:  Page Views # or % -  Decrease  Increase  Response Time  Availability  Consistency
  14. 14. Procurement & PMs  Tools of the Trade:  Web Analytics  Interests:  Billing  Solutions (PM)  Trending for contract licensing  KPIs:  Monthly or Annual Page Views  Server calls
  15. 15. User Experience  Tools of the Trade:  Web Analytics  Interests:  Human-to-Computer Interaction (Heuristics)  Eye Tracking  KPIs:  Heatmap Overlay -  Graphical  Raw data  Page Flow -  Next  Previous
  16. 16. Other Analytics & Metrics  Alexa, Compete, comScore, Hitwise, Quantcast, etc.:  Affinity (audience also likes)  Business Intelligence (BI)  Demographics (age, female/male, etc.)  Marketing Research  Online and Search Advertising/Marketing data  Gomez, Keynote, etc. (individual page or multi-step transaction):  Availability  Consistency  Performance  Other Solutions:  Google –  Alerts  Trends  Microsoft adCenter Labs (a.k.a., adLabs)  SiteCatalyst/Twitter integration
  17. 17. Q&A  The only stupid question is the one left unasked!

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