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Introduction à l'analytique Web

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Stéphane Hamel
Stéphane Hamel

Web analytics introduction, presentation à l'Université de Montréal, 12 mars 2008. Cours de Claude Malaison.

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INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit
Qu’est-ce que l’analytique Web? ,[object Object],[object Object],[object Object]
La vérité… un rébus… ,[object Object],[object Object],[object Object],[object Object],[object Object],Inspiré de Eric Peterson, « One Guru’s view of the Analytics Industry in 2007 »
Model de maturité analytique Level 1 Level 2 Level 4 Level 3 Level 5 IT driven, “feel good” information, few decisions, minimal value Business driven, working on metrics, accuracy and process Optimize the channel 330° view of customer (30° of privacy) Strategic Web Adapté de Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco
Empowered teamwork Business Technology Analysis Q&A Actionable insight Business requirement & objectives Means, tools and data Strategy Goals Technological capabilities & constraints Information architecture Tagging & BI Statistics Analytical mindset Synthesis Communication Equipe Ultime
Méthodologie ,[object Object],[object Object],[object Object]
Objectif SMART ,[object Object],[object Object],[object Object],[object Object],[object Object]
Actionable Insights & Metrics Behavior ClickStream Click Density Analysis Segmentation End to End Search “Intent Inferences” Experience Research Customer Satisfaction A/B & MVT Testing Usability “Voice of Customer” Orders/Leads Revenue: How, Why Conversion Rates Problem Resolution “Nuances of outcomes” Outcomes Win-win Outcomes Understanding customer Experience Influence optimal Behavior Strategie: Trinite With permission of Avinash Kaushik, kaushik.net
Multiplicité Adapté de Avinash Kaushik, Web Analytics Evangelist, Occam’s Razor, kaushik.net/avinash Vue holistique et connaissance du comportement utilisateur Analyse
Analyse ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KPIs fréquemment suggérés Adapté de Eric Peterson, « The Big Book of Key Performance Indicators » eCommerce Marketing Support Content Executive Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategic Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tactical Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exemples
KPIs Recommandés ,[object Object],Key Performance Indicators Executive ,[object Object],[object Object],[object Object],[object Object],Strategic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Instrumentation
É cosystème ,[object Object],Source: Wikipedia.org
Example ecosystem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Touchgraph.com analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example report from Omniture SiteCatalyst
 
Conversion rates by source/revenue
Conversions & Revenues
Form overlay example
 
INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit

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Introduction à l'analytique Web

  • 1. INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit
  • 2.
  • 3.
  • 4. Model de maturité analytique Level 1 Level 2 Level 4 Level 3 Level 5 IT driven, “feel good” information, few decisions, minimal value Business driven, working on metrics, accuracy and process Optimize the channel 330° view of customer (30° of privacy) Strategic Web Adapté de Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco
  • 5. Empowered teamwork Business Technology Analysis Q&A Actionable insight Business requirement & objectives Means, tools and data Strategy Goals Technological capabilities & constraints Information architecture Tagging & BI Statistics Analytical mindset Synthesis Communication Equipe Ultime
  • 6.
  • 7.
  • 8. Actionable Insights & Metrics Behavior ClickStream Click Density Analysis Segmentation End to End Search “Intent Inferences” Experience Research Customer Satisfaction A/B & MVT Testing Usability “Voice of Customer” Orders/Leads Revenue: How, Why Conversion Rates Problem Resolution “Nuances of outcomes” Outcomes Win-win Outcomes Understanding customer Experience Influence optimal Behavior Strategie: Trinite With permission of Avinash Kaushik, kaushik.net
  • 9. Multiplicité Adapté de Avinash Kaushik, Web Analytics Evangelist, Occam’s Razor, kaushik.net/avinash Vue holistique et connaissance du comportement utilisateur Analyse
  • 10.
  • 11.
  • 13.
  • 15.
  • 16.
  • 17. Example report from Omniture SiteCatalyst
  • 18.  
  • 19. Conversion rates by source/revenue
  • 22.  
  • 23. INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit