This document discusses the importance and methodologies of digital analytics in understanding web traffic and visitor behavior, aimed at enhancing online engagement and conversion rates. It outlines various metrics like traffic sources, user journey, content effectiveness, and personalized user experiences that can be measured and optimized. Additionally, it highlights tools and strategies for analyzing visitor data, including traffic analysis, text mining, and campaign effectiveness monitoring.

1. @ 2015 BRIDGEi2i Analytics Solutions Pvt. Ltd. All rights reserved
1 June 2015
Digital Analytics

2. Web page visits generating valuable data across digital
journey…
Visits site Browse
Compares productExplores product featuresRe visit site
Downloads spec Sample & buy
Traffic volume Repeat visitors % Time spent
Page depth
Referrers, sources,
device
Bounce rate
Digital activityBrowsing Behavior
Opinion forming
Research & short listing
Action
(purchase / re purchase)
Receives campaign
Post in social media
Visits distributor page
Geo info Conversion funnel
Purchase details
# downloads /
emails / save
Online support usage
Search terms (internal /
external)
Data captured
Exit

3. Pertinent questions which analytics can help answering
• How to increase the quality & quantity of traffic visiting website?
• Where is the traffic coming from?
• What is the most frequent journey taken?
• What are the most viewed products?
• Which site section are the visitors spending most time?
• Where are visitors getting stuck in their journey?
• How to increase online conversion rate?
• How to increase basket size?
• How to optimized purchase process?
• Who are the potential leads?
Enhance awareness
Influence
consideration
Maximize sales

4. Understand and monitor
digital footprint
Predict traffic intent to provide
personalized digital experience
Enhance web engagement by providing personalized content inline with consumer needs
Measure effectiveness of
digital activity
321
Traffic Analysis & Text Mining
Tagging & Implementation
BIG Data Insights Support
Ad hoc analysis and dashboard support
based on visitor traffic data as well as
textual comments
Support in web analytics tagging
customization for capturing web traffic data
as well as enabling test/ control set up
Support in implementing a platform for
analyzing raw click stream combined with
other related data sources
Timely predict traffic intent for personalized
interaction
Develop unified digital view
Predict visitor intent
Reach out through personalized interaction
Purchase
interest
Support
interest
Explore
Offline
affinity
Proactive
support
Offline
leads
Widgets /
Pop up
offers
CART
recomme
ndation
Hotlead
Product
preference
Channel
Preference
Social media
Mobile
Blogs
Clickstream
Reviews
Campaign Effectiveness
Website Effectiveness
• Measure & optimize search key words
Effectiveness (Internal/External)
• Measure page effectiveness to understand
impact of landing/webpages on user
experience & conversion
• Measure content personalization for
registered users based on their web behavior
Measure Banner / campaign effectiveness and
attribute conversion to digital marketing
activity.
BRIDGEi2i solutions in Digital Intelligence

5. Understand and monitor digital footprint
5
Traffic Analysis & Text Mining Tagging and Implementation
Web-page/Resource Tagging
• Identification of most important content
resources and tagging (Javascript) them
• Record and capture all related actions to improve
content strategy and understand visitor profiles
more accurately
Community & Social Media Monitoring
• Monitor social & web buzz and trending topics
• Text mining to assess sentiments, themes and
tonalities of key customer comments & discussions
Web Traffic Behavior Reporting
• Ad-hoc/Periodic reporting of crucial web traffic
metrics through intuitive visualization
Big Data Insights Support
Critical Path Analysis
• Analyse visitor and customer movement across web-
pages
• Better understand successful paths to conversion
• Optimize your website and customer engagement
Visitor Profiling
• Examine visitors’ website activity/behaviour to
segment visitors according to their interests and
propensity to purchase
Identify important
content/resources/links
Tag the source code to
capture data
Link the tag to data
management platform
Analyze & optimize tags

6. Unified Intent Prediction Framework
Opinion forming Research & short listing Action (download / purchase / distb leads)
Google
Facebook
Mailers
Waterfall Analysis
• Source profiling
• Where is the volume coming from?
• Which source and landing page has higher CR?
• Funnel view
• What % of traffic going to next phase of journey?
• What are the exit points?
• Relate content to event
• Where is the pages / journeys with higher CR?
• What are the most used links / feature on a page?
• Identify key difference in browsing patter b/w
leads & browsers
• Where is the time spent? What pages are visited?
• Visitor segmentation based on intent
• What are they looking for?
• What is the browsing pattern for each intent?
• Where is the traffic getting stuck?
Content affinity Traffic profiling
Home
Register
My TI
Product
App &
Design
Support
Product
Tree
Search
Compare
Sample &
buy
FAQ
Download
Distributor
Info
CART
Search
Download
Checkout
Login
Exit Exit Exit Exit Exit Exit
Support
Purchase
Distributor
info
Exit
Identify key browsing patterns to predict specific traffic intent and align traffic
Source Landing page Click 1 Click 2 Click n

7. Measure effectiveness of digital activity
7
Website EffectivenessCampaign Effectiveness
Campaign Monitoring
End to end process of monitoring
performance of digital campaigns
& Leads through definition of
metrics around reach, engagement
and conversion
ROI and Impact Modelling
Estimate effectiveness of vehicles or
type of promotions by correlating
historical efforts and historical results
leveraging marketing mix and
attribution models
Internal Search Effectiveness
Measure, Analyse and Optimize the internal search engine to better
search for products, manuals, documents and intra-community search
Page optimization through AB
Testing and Design of
Experiments
• Understand the effectiveness of
landing pages & content on a user’s
probability to proceed towards
conversion
• Optimize Landing pages, campaign
pages to offer relevant information
and resources through AB testing
User Experience Customization
Customize user homepage, product recommendations, user experience, offers,
promotions based on user’s browsing and purchase behaviour

8. BRIDGEi2i experience in similar areas …
Supporting a global computer security software
company in all aspects of web traffic analysis
• Automated Tableau visualization dashboards
• Ad hoc insights support
• Search effectiveness
Supporting an online media company in Europe in online
visitor qualification & personalization
• Data (traffic and cookies data ) indexing and set up
• Machine learning model to qualify visitors into
demographic segments
Supporting a networking company in building insights
program for internal helpdesk
• Mining email and forum text data
• Ops dashboard around volume & resolution
• Text mining for key issues
Supporting a fortune 500 mobile telecom technology
company in analysing web traffic to various websites
• Automation of traffic reports
• Customization of web traffic segments
• Tableau based dashboards

9. THANK YOU