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Revealing Behavior: Web Analytics Strategy 101

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This talk is about Web Analytics Strategy,
Managing an in-house analytics program
And leveraging analytics to optimize your product.

Analytics involves measuring, testing and storytelling.
But it’s real purpose is to TAKE ACTION to improve, based on insights from well-interpreted data.
If you won’t take action, don’t bother with analytics.

Published in: Data & Analytics
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Revealing Behavior: Web Analytics Strategy 101

  1. 1. Revealing Behavior Web Analytics Strategy 101 Ravi Singh
  2. 2. –– About this Talk –– This talk is about Web Analytics Strategy, Managing an in-house analytics program, And leveraging analytics to optimize your product.
  3. 3. The Analytics Mission Analytics involves measuring, testing and storytelling. But it’s real purpose is to TAKE ACTION to improve, based on insights from well-interpreted data. If you won’t take action, don’t bother with analytics.
  4. 4. Innovate wisely… Making changes is risky—you may alienate customers, or over-invest in the wrong things and not know why. You can be very busy innovating yourself into failure if you are not measuring outcomes and taking the right actions all the time.
  5. 5. So how do you make sense of it all?
  6. 6. What is your business mission? How does your product support it? What are your “KPIs”? Who will you report to? What actions will you take? Strategy! Dr. Strangelove © Hawk Films
  7. 7. Let’s Start the Process
  8. 8. Strategic Analytics Process 1 Planning 2 Implementation 3 Analysis 4 Improvement Business Goals KPI Worksheet Analytics Spec Reporting Plan Tool Configuration Development Validation/QA Data Collection Automated Reporting Executive Dashboard Investigative Analysis Optimization Analysis Action Plan New Tagging New Campaigns Experimental Testing
  9. 9. Strategic Analytics Process 1 Planning 2 Implementation 3 Analysis 4 Improvement Business Goals KPI Worksheet Analytics Spec Reporting Plan Tool Configuration Development Validation/QA Data Collection Automated Reporting Executive Dashboard Investigative Analysis Optimization Analysis Action Plan New Tagging New Campaigns Experimental Testing
  10. 10. 1. Planning
  11. 11. Analytics Planning in a Nutshell State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your analytics requirements
  12. 12. Key Performance Indicators Total Revenue # of Leads Conversion Rate Site Traffic Registrations # of Logins Email Open Rate Call reduction Customer Satisfaction Bounce Rate Visits / Page Views Session Length Top Content Top Products Average Order Size Campaign Results Top Countries Time Zones Unique Visitors Pages Visited Social Shares Error Rates Top Keywords Entry/Exit Page You may measure everything, but your KPIs are the few metrics you monitor closely Total Revenue Site Traffic Bounce Rate Average Order Size Unique Visitors Entry/Exit Page
  13. 13. Know Your Audience Executives High-level, trended, broad business-oriented metrics. Will always have unexpected and interesting questions. Marketers Effectiveness of online and email campaigns, conversion rates for e-commerce, lead generation. Product Managers Overall product health, customer satisfaction, positive trends, effectiveness of features, areas for opportunity. Developers Evidence of robust activity throughout the application, system downtime, UI errors and other failure points. User Experience Actual vs. expected user flows, level of engagement, user errors, and major drop offs in key flows.
  14. 14. Design the Right Reports for the Right Audiences Executives Marketers Product Managers Developers User Experience End of Year Summary Ad Hoc/Deep Dive Reports Weekly Email Dashboard Campaign Summaries Monthly Presentation
  15. 15. Plan before implementing  Start by recalling your KPIs, Audience and Reporting Strategy  Identify all the things you need to measure  Carefully document your tagging strategy, parameters, metadata Only then, move on to implementation
  16. 16. 2. Implementation
  17. 17. Strategic Analytics Process 1 Planning 2 Implementation 3 Analysis 4 Improvement Business Goals KPI Worksheet Analytics Spec Reporting Plan Tool Configuration Development Validation/QA Data Collection Automated Reporting Executive Dashboard Investigative Analysis Optimization Analysis Action Plan New Tagging New Campaigns Experimental Testing
  18. 18. CHOOSE YOUR WEAPONS
  19. 19. 6 Tips for Implementation 1. Choose your platform wisely 2. Don’t be lazy with your tagging strategy–it will serve you or haunt you for years 3. Use JS for sites and SDKs for applications 4. Filter activity from your company network and dev servers 5. Validate your data collection before go-live 6. Use tools that work together to get the big picture
  20. 20. 3. Analysis
  21. 21. Strategic Analytics Process 1 Planning 2 Implementation 3 Analysis 4 Improvement Business Goals KPI Worksheet Analytics Spec Reporting Plan Tool Configuration Development Validation/QA Data Collection Automated Reporting Executive Dashboard Investigative Analysis Optimization Analysis Action Plan New Tagging New Campaigns Experimental Testing
  22. 22. What can Analytics help you achieve? © Shepard Fairey © 2012, NY Times
  23. 23. Analysis Tips Start Broad, Looking Across your KPIs Dive Deep where something is unexpected Revenue Traffic Conversions Bounce Rate Error Rate Product Mix Average Price Items in Cart Promotions Seasonality Investigate and correlate to get better understanding • Track closely over time • Make modifications • Run experimental tests Take action
  24. 24. Analytics Organizational Maturity Model Ad hoc analysis Omnichannel Personalization Segmentation Optimization Basic tracking Standard dashboards Automation 3 2 1
  25. 25. 6 Tips for Analysis 1. Start broad, go deep, correlate 2. Use different methods to gain understanding, including surveys and user feedback 3. Build hypotheses before designing solutions 4. Measure & optimize marketing effectiveness (SEM, SEO, Email, Display, Social & etc.) 5. Look for meaningful segmentation as you analyze – regions, devices, demographics, new vs. returning visitor
  26. 26. 4. Improvement
  27. 27. Strategic Analytics Process 1 Planning 2 Implementation 3 Analysis 4 Improvement Business Goals KPI Worksheet Analytics Spec Reporting Plan Tool Configuration Development Validation/QA Data Collection Automated Reporting Executive Dashboard Investigative Analysis Optimization Analysis Action Plan New Tagging New Campaigns Experimental Testing
  28. 28. Where do we go from here? 1. To keep up progress, create or update your action plan every month 2. For deeper insights, implement more sophisticated tagging strategies 3. To drive more value, plan new campaigns and track their performance 4. To optimize, test different designs to find the most effective ones
  29. 29. Experiment to Find the Best Design © Holland Dumbeck McCue
  30. 30. You can split test ANYTHING! © DailyConversions.com
  31. 31. 7 Tips for A/B Testing 1. Have an informed Hypothesis 2. Have a clear Control 3. Test only worthwhile designs 4. Let the test run until your sample size is dependable 5. Avoid changing too many design variables at once 6. Make sure you are learning WHY, not just WHICH won 7. Start a betting pool to get people engaged
  32. 32. What did all this mean? 4 take aways Measure so you can take action Analytics is a full-time job, a strategic program Advocate for analytic insights because they’re not intuitive Analytics will drive better design decisions and business outcomes
  33. 33. THIS IS THE LAST SLIDE Thank you.

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