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analytics_def
Analytics is the process of obtaining an optimal decision based on existing data. Many users of analytics tools like Google Analytics do not have time to fully utilize the tools due to large amounts of data and busy workloads. As a result, they can only perform basic monthly or weekly reporting and do not have the capacity to do deeper analysis that could provide more actionable insights. The document discusses how analytics can reveal information about users, intentions, and behaviors from data. It also outlines the key steps in an analytics process from defining metrics to measurement, analysis, reporting and optimization.
analytics_def
- 2. Analytics is theprocess of obtaining an optimal and realistic decision based on existing data. (J Cutroni)
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- 17. “There’s just meas web analyst and 60 users of Google Analytics. They don’t dedicate time to using it. They’re too busy running campaigns..” “I use it primarily for monthly or weekly reporting. Due to the amount of data and lack of time I don’t have time to do more ” Ecommerce manager, B2B “It’s very frustrating. I’ve no time to go into any depth. I don’t know where to go to find information to show which format is working and which one is not” Brand manager, Pharma Industry Web analyst, Financial Services
- 18. Data reveals our sentiments, ourattitudes, our social connections, our intentions, and what we might do next.
- 19. It’s an approachto data analysis that covers all online and offline assets, affecting all business decisions
- 20. • How tovary the visits and the buzz compared to GRPs? • Which Adwords campaign is better converting? • Are the users finding what they are looking on my digital assets? • As users interacting with content that I'm delivering through my assets? • What’s the engagement level with my social properties? • How are perceived my main competitors and how they are performing? • How visitors reach my site? • Which pages best catalyze the audience interest? • How can I improve my site ranking on search engines?
- 21. Totally personalized communication 1Audience Segmentation 2ADV channels and formats selection based on real numbers Channel Selection 3Website data, Social data, Adv data: multiple activities combined in a single set of insights Cross-Data Analysis
- 22. KPI Framework Identification ofsuccess metrics for your business Setup Suitable technologies for an accurate performance assessment against defined KPIs Reporting Insights and analysis for ad hoc data-driven decision-making Optimization A continuous flow of improvement: consistency and efficiency 2 2
- 23. Measure ReportingOptimize Analyze Customer Marketing Social Mobile Web Digital Analytics: TheProcess What metrics are important? Are we capturing the data we need? Do we have the right tools in place? Is our data accurate and insightful? What happened? Did it work? How well did it work? Who said what about my brand? What exactly is the problem? Why is this happening? What if it continues? What actions are needed? What can I do to improve? Who are the best audience for me to influence? How can I best spend my mktg budget?
- 24. Measure ReportingOptimize Analyze Digital Analytics: TheProcess What metrics are important? Are we capturing the data we need? Do we have the right tools in place? Is our data accurate and insightful? What happened? Did it work? How well did it work? Who said what about my brand? What exactly is the problem? Why is this happening? What if it continues? What actions are needed? What can I do to improve? Who are the best audience for me to influence? How can I best spend my mktg budget? Actionable Insights
- 25. • MD /CEO • Finance Director • Chief Marketing Officer • Mktg manager • Brand / Product managers • Digital/Media manager • Web manager • Channel specialists • Site / content owners • Web analysts Analysis ReportTarget Roles Commercial Performance Marketing effectiveness Marketing channel effectiveness Digital channel efficiency • • • • • • • • • • • •
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- 33. 33 Use the rightanalytics tools Concentrate on a small but significative set of metrics Integration is key. Give the right context to your data for a real actionable insight 1 3 2
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- 35. 35 How an Analyticstool works?
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- 37. 1. Traffic toa site • Users, Sessions, Pageviews 2. Content Analysis • Most visited pages, content groups 3. Site Interaction levels • Avg time per visit, bounce rate, avg pageviews 4. Audience navigation paths • Site internal search, navigation path, entry and exit pages 5. How users get to our properties • Traffic sources, campaign tracking 6. Brand perception • Brand Vs non-brand keywords 37 What can we analyze
- 38. 38 A dimension isa descriptive attribute or characteristic of an object that can be assigned by different values The metrics are individual elements of a dimension measured in the form of a sum or a ratio Dimension Metric Metrics vs Dimensions Carlo drinks 3 glasses of water
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- 41. 9am 41 Unique Visitors Unique Visitor 11am 3pm HomepagePage 1Page 2 Homepage Homepage Page 1 Page 2 Number of visitors to a website unduplicated (counted only once) in the specified time period
- 42. 9am 42 Visit 11am 3pm HomepagePage 1 Page2 Homepage Homepage Page 1 Page 2 Number of sessions. Each session is closed after 30 minutes of inactivity 3 visits
- 43. 43 Visits 11:00 HomepagePage 1Page 2Homepage Number of sessions. Each session is closed after 30 minutes of inactivity 2 visits 11:31
- 44. 9am 44 PageViews 11am 3pm HomepagePage 1 Page2 Homepage Homepage Page 1 Page 2 Total number of pageviews. Includes individual pages displayed several times. 7 pageviews
- 45. 9am Entry Page 11am 3pm HomepagePage 1Page 2 Homepage Homepage Page 1 Page 2 Number of visits to the site from a particular entry page 2 entries on HP 1 entry on page 1
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- 47. 9am 47 Bounce Rate 11am 3pm HomepagePage 1Page 2 Homepage Homepage Page 1 Page 2 Percentage of users who leave your site after the landing page without continue browsing the site 50% Bounce Rate on Homepage
- 48. 9am 48 Pegeviews per visit 11am 3pm HomepagePage1 Page 2 Homepage Homepage Page 1 Page 2 Number of pageviews per Session 2 visits to site 3 Homepage pageviews Homepage: ppv = 3/2 = 1,5 Totale sito: ppv = 7/3 = 2,33
- 49. 9am Exit Rate 11am 3pm HomepagePage 1Page 2 Homepage Homepage Page 1 Page 2 Percentage of exits from the site from a page or set of pages specific. 100% exit from HP 50% exit from page 2
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- 51. Metric Definition Pageview An instanceof a page being loaded (or reloaded) in a browser. Pageview is a metric defined as the total number of pages viewed. Visit/Session Is the period of time a user is active on your site or app. By default, it begins when a user lands on the website and ends if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session. A visit is meant to contain more pageviews. Visitor A visitor is a user that visits the site within a specified period of time. New visitor A visitor that never visited a particular website within a specified period of time. Returning visitor A visitor that visited a particular website at least once within a specified period of time. AvgTime on site/page Average visit duration / time on page in a specified period Bounce Rate Percentage of users who land on our website and leave without continuing with the navigation. Traffic source Channels that bring traffic to the website. They are generally divided into Traffic Direct, Referral, Organic, and Campaign. Event An event is an interaction between the users and an element of the website. Glossary
- 52. Metric Definition Direct Traffic Directtraffic represents those visitors that arrive directly and immediate on your site by typing your URL into the browser’s address bar or clicking on a bookmark Referring Traffic Referring site traffic, which is sometimes called referrer traffic or referral traffic, counts those visitors that click a link on another site and land on your site Organic Search Search engine traffic is that traffic that comes from visitors clicking on links on a search results page for any search engine — whether Google, Bing, Yahoo! or similar. Affinity Categories Affinity Categories scope is to identify users in terms of lifestyle based on their navigation path (for example, Technophiles, Sports Fans, and Cooking Enthusiasts) In-Market Categories Identify groups of users who are in the market for specific product categories. Glossary/2
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