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!

1. Web Analytics KPIs
& Other Important
Acronyms/Initials!
Darrell Sandefur
7/8/2009

2. Content
 Ideologies
 Use Case Scenarios
 Roles
 Tools of the Trade
 Interests
 KPIs
 Other Analytics & Metrics
 Q&A

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. Use Case Scenarios

5. Roles
 Advertiser & Marketer
 Architect
 Business Manager
 Designer
 Developer
 E-commerce Director
 Merchandiser
 Operations & Support
 Procurement & Project Managers
 User Experience

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. Architect
 Tools of the Trade:
 Performance Monitoring
 Web Analytics
 Interests:
 Systems –
 Capacity (Load/Stress Testing)
 Engineering
 Upgrades
 KPIs:
 Page Views
 Unique Visitors
 FITB…

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. Designer
 Tools of the Trade:
 Web Analytics
 Interests:
 System Requirements
 KPIs:
 Browsers
 Demographics
 Mobile (devices)
 Screen:
 Height
 Width

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. 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. Merchandiser
 Tools of the Trade:
 Web Analytics
 Interests:
 A/B Testing
 User Experience
 KPIs:
 Advertiser/Marketer
KPIs
 Product(s)
 Site Section (channel)

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. 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. 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. 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. Q&A
 The only stupid question is the one left
unasked!