International Web Analytics: A Monkey-free Framework
•Download as PPTX, PDF•
3 likes•782 views
Don't be a monkey! Listen. See. Talk. Effective Web Analytics sits on top of a solid framework: here is one for any website, with an International "touch".
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (6)
Similar to International Web Analytics: A Monkey-free Framework
Similar to International Web Analytics: A Monkey-free Framework (20)
Recently uploaded
Recently uploaded (20)
International Web Analytics: A Monkey-free Framework
- 1. International Web Analytics A Monkey-free Framework @dSmulevich
- 2. We never had so much data at our disposal…
- 3. …and no one can say we don’t put it to good use
- 5. WHY?
- 9. Our users are already telling us what we need to know
- 13. Don’t forget to test your assumptions
- 14. A/B
- 15. AA/BB
- 16. A little birdie told me that…
- 17. CONTENT
- 18. So why don’t we track how people engage with our content?
- 19. CLICKS DOWNLOADS VIDEO PLAYS VIDEO ENGAGEMENT SIGNUPS LOGINS CALLS SHARING BUTTONS INTERACTIONS SCROLLING
- 20. CONVERSIONS
- 23. Apply it to all other countries
- 24. We track things like we were in the 1980s
- 27. Use Universal Analytics for crossdevice measurement
- 28. Add a hidden field to the registration form to hold the client ID Tell Google to override their internal user ID and start using yours
- 30. Page A Page B Registers Page C Page A Page B Logs in Page C
- 31. “User 1” Page A Page B Registers Page C “User 3” Page A “User 2” Page B Logs in Page C
- 33. WE DON’T SEE
- 34. We went to the barricades for keyword data
- 35. As if we didn’t have enough data
- 36. 231 137
- 37. Sometimes you have to work harder to get them…
- 38. …but that doesn’t mean that they are out of reach
- 40. BUT I ONLY GET 90 DAYS WORTH OF DATA…
- 41. Use a Python script to automatically download webmaster tools search queries data
- 42. BUT THEY ARE ONLY THE TOP QUERIES!
- 43. If you use subdomains or subfolders for your international structure, create a profile for each of them
- 44. Don’t lose track of your goals…
- 46. …so that you know when you need to act, rather than react
- 47. KPIs
- 48. KPIs
- 49. BOUNCE RATE
- 50. BOUNCE RATE
- 51. TIME ON SITE
- 52. TIME ON SITE
- 53. And they are also misleading
- 54. Time on Site
- 57. Business Objective Effective Marketing Goal Build a customer database KPI Number of new signups per month KPI Target 200 per month Segmented KPI Number of new signups per month by channel
- 58. They say that you have to spend money to make money…
- 59. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)
- 60. …but how do you attribute revenues to the right channels?
- 68. Resist the temptation to apply the same model to all countries
- 69. WE DON’T TALK
- 70. We work in silos
- 72. How can we learn from each other?
- 73. Start with giving each other visibility
- 78. Always create a profile view with a filter to attach the hostname to the request URI
- 79. Share data with the relevant stakeholders
- 80. Don’t lock it away!
- 81. Combine multiple data sources into real time business dashboards
- 83. KPIs PIs
- 89. Thank you.
Editor's Notes
- We don’t listen, we don’t see, we don’t talk
- Or all of them
- With their mouse movements
- Clicks
- We can even see where their attention was and how far they scrolled into the page
- Data don’t lie, but often hide the truth…
- With split testing, for instance
- Even tests lie… split testing with control variants
- I heard an innumerable amount of times that content is king..
- We are all obsessed with conversion rate, conversions,
- But if we look a bit closer
- Develop your checklist
- Our customers/clients don’t use this anymore…
- our world has changed!
- Stop tracking visits and start tracking users!
- Stop tracking visits and start tracking users!
- We need a system with flexible keys, that captures every customer and consolidates all data once they are not unknown anymore. Some players in the marketing automation area are already doing that: Silverpop, for instance
- Take Google Analytics alone… 231 metrics and 137 dimensions
- Stop tracking visits and start tracking users!
- Stop tracking visits and start tracking users!
- But we forget one thing: our goals! BTW, this is a word bundle of those dimension and metrics’ first word…
- Key Performance Indicators
- Soft indicators
- Use engagement hits: but be wary of the 500 hits per session limit
- So, time on site is now 2.38. It was 25 secs
- So choose your model carefully: 5 steps
- Chances are you aren’t!
- Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
- Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
- Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
- Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
- Stop tracking visits and start tracking users!
- You can stream them throughout the office
- And if you really want to be a monkey, be a mighty gorilla!
- Thank you.