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Decibel Insight_The Analytics Renaissance_MeasureFest presentation_October 2013
- 5. Measurement isn’t just about numbers. It’s visual too.
- 6. Strategic framework Question 1 What’s useful to stakeholders? Question 2 What’s useful to you? Question 3 What tools do you need?
- 7. 1. What’s useful to stakeholders?
- 8. Stakeholders • Is the website producing more? • Is everything possible being tried? • Is that effort showing a strong ROI?
- 9. Top 5 KPIs Listed 1. 2. 3. 4. 5. Unique visitors Leads Visits Page views Bounce rates Source: B2B Marketing / Decibel Insight, June 2013
- 11. Challenge your thinking A What is the problem? B What questions do I need to ask?
- 12. 2. What’s useful to you?
- 14. Measurement Traffic Value per source Content UX What people see What people read Understand engagement How do they interact? What makes them convert?
- 15. 49% “Weekly” Source: B2B Marketing/Decibel, June 2013
- 16. 14% “Track website content” Source: B2B Marketing/Decibel, June 2013 Source: B2B Marketing/Decibel, June 2013
- 17. How to approach measuring UX & Content…
- 18. 14% 6-step guide Source: B2B Marketing/Decibel, June 2013
- 19. 1. Learn about your visitors
- 20. 14% 2% Source: B2B Marketing/Decibel, June 2013
- 21. Audience segmentation • De-skew data sets • Different needs • Detect problems
- 23. 2. Experience their experience
- 24. Browser testing • Online tools – browserstack.com – browsershots.org – browserling.com – crossbrowsertesting.com • Methodology – On release – After changes and improvements – Regularly (browsers are constantly changing also)
- 25. Visitor playback • – – – – Look out for Non-clickable clicks ‘Yo-yo’ navigation Navigation loops Load speed
- 27. 3. Find your most popular content
- 28. Popular content • Popular = leads to conversion • Traditional analytics – Pages • Heatmaps – CTAs and featured content
- 31. 4. Ensure visitors see the right content
- 32. The ‘fold’
- 33. Scroll maps • Benefits – Locate the aggregate ‘fold’ – Show how many visitors reach a certain point
- 35. 5. Learn how visitors navigate
- 36. Popular content • Navigation techniques – Primary navigations (products/services) – ‘Utility’ navigations – Sitemaps and footers – Keyword search – ‘In-page’ navigation
- 38. 6. Increase the effectiveness of mobile
- 39. Mobile heatmaps
- 41. 3. What tools do you need?
- 43. …how users interact with the site
- 45. Where analytics ends, and insight begins.
Editor's Notes
- Welcome
- CRM: business objectives, what you wanted to put in it and what you wanted to get out of it, and then you’d go and pick your software, and when you installed it you’d plan how exactly how it would be used. The problems with analytics started when GA became free Put on site Stopped planning what they wanted out of it just log in and see what they can find Strategic business assets
- “I have analytics” “I do analytics” “Analytics -everyone else understand. Software/outline/analysis Two people Wikipedia. “a two sided coin”. 1. gaining knowledge through analysis. 2. using this insight to recommend action.
- Make it easy …information you can use Doing both lead to success.
- Take a step back and ask - keep them happy - information you need - Have you got the tools
- Possible to understand much of this through standard metrics.
- Verified in a research The top KPIs No surprises here.
- Are they really useful? One dimensional - marketing activity. graduate job ad - Dig deeper If you have improved, analytics can’t tell you why and how to repeat this. KPIs give a general indicationbut not necessarily insight. We need to be smart
- There are plenty of meaningless data available, so it’s critical to strategically plan your approach to analytics and to insight at the outset before you starting actually doing it.
- more tables, graphs or metrics or do you need a better visual understanding.
- We first we need to understand what the constituent parts of success
- So to achieve success, what do we need to track and measure? Which sources provide good visitors? Which sources provide most revenue? What is my ROI on each channel? Are there channels I didn’t know about? What experience are they having? How are they navigating? What are they seeing? Where are they clicking? What are they reading? Which content influences them? What content should you create? How does this differ on mobile? How does this differ for each audience? The cross between where data as a science meets creativity
- 49% of people are changing their content weekly
- People track offsite content, but not online. And this part of our mission. significant opportunities lost in time, resource, spend and revenue if you do, you’re smart.
- Once you’ve worked out what you would like to find out then, then you need to decide whether you have the tools you need? I hope you'
- In our opinion, traditional analytics such as google, are brilliant at reporting metrics but no so good at providing insight that can be used to action changes.
- Understanding…
- this is not about getting rid of free analytics tools but to understand the limitations and the data that is really useful to impact performance