1. I nt r o t o
Analyzing Results for
Continuous Improvement
Presented by David Sánchez
@DavidYeskett COMS7

2. Agenda
• My background
• What is analytics?
• Employing site analytics
• Analytics tools and reports

3. My Background

4. My Background
• Born in Mexico City
• Business Administration @USD
• Web Certificate @UCSD
• I like soccer (futbol), running, traveling and the Web!

5. Experience on Brands

6. Your Background
?

7. What is Analytics?

8. What is Analytics?
The science of analysis

9. What is Web Analytics?
The measurement, collection,
analysis and reporting of internet
data for purposes of understanding
and optimizing web usage

10. Measurement
• Web Medium • Print Medium

11. Categories of Web Analytics
• Off-site (Off your site)
– Social Networks
– Print
• On-site (On your site)
– KPIs
– Landing pages
– Exit pages
– Conversion pages

12. Employing Site Analytics

13. Employing Site Analytics
• Step 1: Have online presence
• Step 2: Determine site goals (KPIs)
• Step 3: Pick the right Analytics tool
• Step 4: Tag your site

14. Employing Site Analytics
• Step 5: View and Analyze reports
• Step 6: Test
• ……..
• Step 25: View and Analyze reports
• Step 26: Test

15. Analytics Tools & Reports

16. Analytics Tools

17. Analytics Reports
• Main reports:
– How people find your site
– How they navigate through your site
– How they become customers

18. Analytics Reports
• Visitors:
– Visits
– Pageviews
– Time on site
– Bounce Rate
– Browsers
– Languages
– Locations
– Mobile

19. Analytics Reports
• Traffic Sources:
– Referring sites
– Search Engines
– Keywords
– PPC

20. Analytics Reports
• Content:
– Top Content
– Entry pages
– Exit Pages
– Site Search

21. Don’t Forget
• Test
• Analyze
• Test
• Analyze
• Test

22. Thank You!
david@capturagroup.com
@DavidYeskett COMS7