Melissa Martinez Web Analytics Coach www.Cooperate.NYC Cohort 3 – Summer 2015 In Partnership with www.BlueCherryGroup.com

1. Welcome to
Melissa Martinez
Web Analytics Coach
Cooperate.NYC
Cohort 3 – Summer 2015
Web Analytics
In Partnership with

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Agenda
Day 1: Intro to Analytics
 Definition & Purpose
 User Interface Navigation
 Key Metrics & Dimensions
Day 2: Gathering Data
 External Tools
 Segmentation
 Prepping for Reporting
Day 3: Application & Reporting
 Prepping for Reporting – Part 2
 KPIs
 Reporting

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Day 2: Agenda
 Part 1: Review – Day 1 Exercise 1
 Part 2: Prepping for Reporting – Part 2
 Exercise 1: WAMM Review
 Part 2: Key Performance Indicators
 Exercise 2: KPIs
 Part 3: Reporting
 Exercise 3: Reporting Examples
 Wrap-Up: Questions
 External Resources

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Day 3 Presentation: Shortlinks
PowerPoint Presentation
 bit.ly/COOPc3WebAnalyticsPPT3
Web Analytics Reference Guide
 bit.ly/COOPc3WebAnalyticsGuide3
Web Analytics Workbook
 bit.ly/COOPc3WebAnalyticsWorkbook3

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Part 1: Review – Day 1 Exercise
Ask Questions
Questions about the site that you would like to measure.
 Is COOP leveraging the word apprenticeship?
Acquisition > Source / Medium - & - SEO
 Does the website work well on all platforms?
Audience > Technology > Browser & OS
 How many people watch the intro video?
Behavior > Events - & - Conversions > Goal URLs
 How long do people spend on the site before applying?
Conversion > Ecommerce > Time to Purchase

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Part 1: Review – Day 1 Exercise
Ask Questions
Questions about the site that you would like to measure.
 Do mobile viewers watch the intro video?
Conversions > Events & Goal URLs > Segment: Mobile
 Is COOP leveraging the word apprenticeship?
Acquisition > Source / Medium > Keyword or
Acquisition > Search Engine Optimization Queries
 Which page is most visited?
Behavior > Site Content > All Pages
 How do viewers navigate your website?
Behavior > Behavior Flow

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Part 1: Review – Day 1 Exercise
Ask Questions
Questions about the site that you would like to measure.
 How does the no Search button affect the website?
Behavior > Site Search > Search Terms
 How many people click on social media?
Behavior > Events - & - Conversions > Goal URLs
 Why is COOP difficult to find on Google?
Acquisition > Source / Medium - & - SEO
 What is the goal for the site?
Purpose > WAMM

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Part 2: Prepping for Reporting – Part 2
Intro: Web Analytics Measurement Model

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Key Terms: Ask, Measure, Compare
Questions • Purpose: Why our site exists
• Objective: What we want to do
• Goal: How we are going to do that
Measurement • Key Performance Indicator (KPI): How we measure our objectives
• Targets: Values you have predetermined as indicators of success or failure
• Benchmarks: A standard with which to evaluate performance of a similar nature
• Segment: A collection of select data attributes categorized by dimensions
Methodology • Acquisition: The activity you undertake to attract people to your site
• Behavior: The activity people undertake on your site
• Outcomes: Site activities that add value to your website
Source: Market Motive

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Web Analytics Measurement Model
Web Analytics Measurement
Model (WAMM) is a matrix that
compartmentalizes our site
purpose, objectives, goals, KPIs,
targets, and segments for
measuring our site acquisition,
behavior, and conversions.
S.M.A.R.T.
S – Specific
M – Measurable
A – Attainable
R – Realistic
T – Time Defined
Source: Market Motive

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Web Analytics Measurement Model
 purpose, objectives, goals, KPIs, targets, and segments for
measuring Cooperate NYC's site acquisition, behavior, and
conversions.

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Web Analytics Measurement Model

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Exercise 1: WAMM Review
 Refer to “COOP -
WAMM.xlx” sent via email.
 Fill out the different metrics
and dimensions on the
Practice worksheet as they
pertain to your client.
 Make a note of any areas
you have questions about.
 Prepare to discuss. .

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Part 2: Key Performance Indicators

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Key Performance Indicator
 is a metric used to evaluate the success of an activity and/or
organization
 based on a good understanding or what is important to
organization and/or goal
 differs per organization and/or goal
 leads to the identification of potential improvements
 can be qualitative or quantitative

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List of Reputable KPIs
 Cost Per Acquisition (CPA)
 Bounce Rate
 Form Abandonment Rate
 Cart Abandonment Rate
 Checkout Abandonment Rate
 Conversion Rate
 Average Order Value (AOV)
 Days to Purchase
 Email Open Rate
 Click Through Rate
 Page Depth
 Leads
 Subscriber Rate
 Downloads
 Goals Conversion Rate
 Time On Site

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List of Reputable KPIs
 ROI
 Net Profit
 Engagement Rate
 New vs. Returning Visitors
 Form Conversion Rate
 Branded Keyword Visits
 Direct Email Rate
 Call Rate
 Social Media Share Rate
 Comment Rate
 Pages Per Session
 Revenue
 Cost
 Conversions
 Impression Share %
 Average CPC

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Exercise 2: KPIs
 Refer to Exercise 2 in your
Workbook.
 Write down three KPIs you
would like to measure as they
relate to your client.
 Time: 5 minutes
 Prepare to discuss.

19. + Part 3: Reporting

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Reporting
Report Skeleton:
1. Dashboard
2. WAMM
3. KPI Trends & Insights
4. KPI Recommendations
5. KPI Impact to Business
6. Glossary of Key Terms
How To Create a Report

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Reporting
Recommend that Reports:
 be short and concise (10 pages maximum)
 include a dashboard with your KPIs
 include a WAMM so as to inform your client of the strategic
approach
 include sections with key trends and insights,
recommendations, and impact to business for KPIs included on
dashboard
 offer advanced segmentation, qualitative analysis, competitive
intelligence, A/B testing, user testing, surveys, et al
How To Create a Report

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Reporting
How to Create Dashboards
Source: Market Motive
Dashboards:
 are an easy-to-read graphical
representation of trends, insights,
and KPIs at a glance
 identify the performance for the
most critical metrics for the
purpose of driving action and
improving performance
 should be personalized to fit
client performance goals
 should feature segmented data
 should avoid clutter and be easy
to read

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Reporting
How to Report Data
Source: Market Motive
When reporting:
 keep it simple
 present data as numeric, visual,
and written
 segment data
 identify the situation and problem
 offer recommendations and
solutions
 demonstrate the impact to
business of said
recommendations

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Exercise 3: Reporting Examples
 Refer to Exercise 3 in your
Workbook.
 Review the examples provided
in the Workbook.
 Time: 10 minutes
 Prepare to discuss.

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Day 3 Wrap-Up: Questions

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External Resources: Web Analytics
Web Analytics: Key Definitions, Metrics, Dimensions & More
 http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-
kpis-dimensions-targets/
 http://www.kaushik.net/avinash/smart-analytics-dashboard-modules-
insightful-dimensions-best-metrics/
Key Performance Indicators (KPIs)
 http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-
business/
 http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/
How To Create a Digital Marketing Measurement Model
 http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
 http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/

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External Resources: Google Analytics
Google Analytics Tracking Implementation
 https://support.google.com/analytics/answer/1008080?hl=en#GA
 https://developers.google.com/analytics/devguides/collection/analyticsjs/
Google Analytics Features
 http://www.google.com/analytics/features
Import Custom Dashboards & Reports & Segmentations
 https://www.google.com/analytics/gallery
 https://www.google.com/analytics/gallery/#posts/search

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External Resources: Google Analytics
Special Custom Features & Tracking
Google AdWords Campaigns
 https://developers.google.com/analytics/devguides/collection/gajs/g
aTrackingCampaigns
Custom Variables
 https://developers.google.com/analytics/devguides/collection/gajs/g
aTrackingCustomVariables
URL Builder
 https://support.google.com/analytics/answer/1033867?hl=en

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External Resources: Google Analytics
Special Custom Features & Tracking
Events
 https://support.google.com/analytics/answer/1033068?hl=en
Goal URLs
 https://support.google.com/analytics/answer/1032415?hl=en
UTM Parameters
 https://support.google.com/analytics/answer/1033863?hl=en
Experiments
 https://developers.google.com/analytics/solutions/experiments

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External Resources: Education
Analytics Academy
 https://analyticsacademy.withgoogle.com/explorer
Analytics IQ Study Guide
https://support.google.com/analytics/topic/6083717?hl=en