Creating and Integrating a Web Analytics Strategy

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This document discusses using web analytics to improve a university admissions website. It notes that only 35% of users visiting from an "Apply Now" campaign are submitting applications, indicating users are having trouble finding the online application. The document proposes addressing this issue through a three-pronged approach involving quantitative, qualitative, and competitive intelligence data. Some specific tactics mentioned include analyzing site search, landing pages, goals, campaigns, and conducting user testing. The overall goal is to provide clear content and simple ways for prospective students to learn about opportunities and apply to the university.

Technology Business

Crafting‒and integrating‒a
Web Analytics Strategy
Seth Meranda
User Experience Architect: UNL
Associate Consultant: Noel-Levitz
Thursday, July 28, 11 1

Analysis and synthesis ordinarily clarify matters for us about as
much as taking a Swiss watch apart and dumping its wheels,
springs, hands, threads, pivots, screws and gears into a layman's
hands for reassembling, clarifies a watch to a layman.
Author Unknown

Thursday, July 28, 11 2

UX Problem
“Users&are&confused&about&the&online&application.”

Thursday, July 28, 11 3

Analytics Issue
“Only&35%&of&users&visiting&our&site&from&the&“Apply&Now”&
campaign&are&actually&submitting&an&application.”

Thursday, July 28, 11 3

“Our%users%are%having%a%hard%time%ﬁnding%
the%online%application,%in%fact%65%%of%
specially%targeted%users%are%abandoning%the%
process%which%leaves%us%X%amount%behind%
our%goal%of%Y%applicants.”

Thursday, July 28, 11 3

Three-
Prong
Attack

Thursday, July 28, 11 5

Quantitative Data
Thursday, July 28, 11 6

Qualitative Data

Thursday, July 28, 11 7

Competitive Intelligence Data
Thursday, July 28, 11 8

“The goal of the
Undergraduate Admissions
ofﬁce website is to provide
clear and concise content to
prospective students and
their parents regarding the
academic and student life
opportunities at our institution
as well as to provide simple
ways to join our community
through online registrations,
applications and social
networks.”

Thursday, July 28, 11 9

Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/
Thursday, July 28, 11 10

Answers to difﬁcult questions

How well are my How do people find my
marketing campaigns site?
performing?

Is my website driving
What do people do on people away?
my site?

Do I have what
Where are people people are looking
coming from? for on my site?

Thursday, July 28, 11 11

Answers to difﬁcult questions

How well are my How do people find my
marketing campaigns site?
performing?

what?do people do on
What
Is my website driving
people away?
my site?

Do I have what
Where are people people are looking
coming from? for on my site?

who?

Thursday, July 28, 11 11

Answers to difﬁcult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?

what?do people do on
What
Is my website driving
people away?
my site?

Do I have what
Where are people people are looking
coming from? for on my site?

who?

Thursday, July 28, 11 11

Answers to difﬁcult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
where?

what?do people do on
What
Is my website driving
people away?
my site?

when? Do I have what
Where are people people are looking
coming from? for on my site?

who?

Thursday, July 28, 11 11

Local Site Search
Thursday, July 28, 11 12

External Keywords
Thursday, July 28, 11 12

The Marketer’s Dream Report

Thursday, July 28, 11 14

User Testing

User Testing

© Krug, Steve: Rocket Surgery Made Easy
Thursday, July 28, 11 16

Diagnose quickly

Thursday, July 28, 11 17

Competitive Intelligence Data

Thursday, July 28, 11 20

Know where you’ve been
Thursday, July 28, 11 21

http://goo.gl/VMlh1

Search Engine Optimization
Thursday, July 28, 11 23

Seth Meranda
@smeranda
smeranda2@unl.edu

Thursday, July 28, 11 25

The Briefing Room with Colin White and Jaspersoft Slides from the Live Webcast on June 12, 2012 As the corporate appetite for analytics and reporting grows, companies must find a way to secure a strategic view of their information architecture. End users with varying degrees of expertise need a wide range of data and reports delivered in a timely fashion. As the audience for analytics expands, that puts pressure on IT infrastructure and staff. And now with the promise of Hadoop and MapReduce, the organization's desire for business insight becomes even more significant. In this episode of The Briefing Room, veteran Analyst Colin White of BI Research will explain the value of being strategic with enterprise reporting. White will be briefed by Karl Van den Bergh of Jaspersoft, who will tout his company's “data funnel” concept, which is designed to strategically manage an organization's information architecture. By aligning information assets along this funnel, IT can effectively address the spectrum of analytical needs – from simple reporting to complex, ad hoc analysis – without over-taxing personnel and system resources.

Big Data Analytics Strategy and RoadmapSrinath Perera

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Creating and Integrating a Web Analytics Strategy

1. Crafting‒and integrating‒a Web Analytics Strategy Seth Meranda User Experience Architect: UNL Associate Consultant: Noel-Levitz Thursday, July 28, 11 1

2. Analysis and synthesis ordinarily clarify matters for us about as much as taking a Swiss watch apart and dumping its wheels, springs, hands, threads, pivots, screws and gears into a layman's hands for reassembling, clarifies a watch to a layman. Author Unknown Thursday, July 28, 11 2

3. UX Problem “Users&are&confused&about&the&online&application.” Thursday, July 28, 11 3

4. Analytics Issue “Only&35%&of&users&visiting&our&site&from&the&“Apply&Now”& campaign&are&actually&submitting&an&application.” Thursday, July 28, 11 3

5. “Our%users%are%having%a%hard%time%ﬁnding% the%online%application,%in%fact%65%%of% specially%targeted%users%are%abandoning%the% process%which%leaves%us%X%amount%behind% our%goal%of%Y%applicants.” Thursday, July 28, 11 3

6. Thursday, July 28, 11 4

7. Three- Prong Attack Thursday, July 28, 11 5

8. Quantitative Data Thursday, July 28, 11 6

9. Qualitative Data Thursday, July 28, 11 7

10. Competitive Intelligence Data Thursday, July 28, 11 8

11. Thursday, July 28, 11 9

12. “The goal of the Undergraduate Admissions ofﬁce website is to provide clear and concise content to prospective students and their parents regarding the academic and student life opportunities at our institution as well as to provide simple ways to join our community through online registrations, applications and social networks.” Thursday, July 28, 11 9

13. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/ Thursday, July 28, 11 10

14. Answers to difﬁcult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? Thursday, July 28, 11 11

15. Answers to difﬁcult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? Thursday, July 28, 11 11

16. Answers to difﬁcult questions How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? Thursday, July 28, 11 11

17. Answers to difﬁcult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? Thursday, July 28, 11 11

18. Answers to difﬁcult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? Thursday, July 28, 11 11

19. Answers to difﬁcult questions how? How well are my How do people find my marketing campaigns site? performing? where? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? Thursday, July 28, 11 11

20. Local Site Search Thursday, July 28, 11 12

21. External Keywords Thursday, July 28, 11 12

22. Landing Pages Thursday, July 28, 11 12

23. Goals Thursday, July 28, 11 12

24. Campaigns Thursday, July 28, 11 12

25. Thursday, July 28, 11 13

26. The Marketer’s Dream Report Thursday, July 28, 11 14

27. Thursday, July 28, 11 15

28. Thursday, July 28, 11 15

30. Diagnose quickly Thursday, July 28, 11 17

31. Task Direction Thursday, July 28, 11 18

32. Competitive Intelligence Data Thursday, July 28, 11 20