This document provides an overview of a two-day training on developing a web analytics strategy for libraries. Day 1 covers introductions, limitations of web analytics, core concepts like metrics and goals, and using analytics tools. Day 2 focuses on understanding websites, converting goals to analytics, best practices, and answering participant questions. The training instructs on developing strategies to measure success using data from analytics tools like Google Analytics.
Unobtrusive Usability Testing: Creating Measurable Goals to Evaluate a WebsiteTabby Farney
Presented at the 2013 ACRL Conference. Full paper available at: http://www.ala.org/acrl/sites/ala.org.acrl/files/content/conferences/confsandpreconfs/2013/papers/Farney_Unobtrusive.pdf
Recommendations are everywhere : music, movies, books, social medias, e-commerce web sites… The Web is leaving the era of search and entering one of discovery. This quick introduction will help you to understand this vast topic and why you should use it.
Unobtrusive Usability Testing: Creating Measurable Goals to Evaluate a WebsiteTabby Farney
Presented at the 2013 ACRL Conference. Full paper available at: http://www.ala.org/acrl/sites/ala.org.acrl/files/content/conferences/confsandpreconfs/2013/papers/Farney_Unobtrusive.pdf
Recommendations are everywhere : music, movies, books, social medias, e-commerce web sites… The Web is leaving the era of search and entering one of discovery. This quick introduction will help you to understand this vast topic and why you should use it.
Understanding your Audience Through NumbersTom Freestone
Google Analytics can be used to deliver many useful statistics. In our flipped presentation, we will provide instructional materials to help you setup Google Analytics, create custom dimensions and discuss how to use and interpret metrics to gain insight into your applications. We will be demonstrating how we use Google Analytics through uPortal and CAS as case studies, giving you an inside perspective on how we monitor our user traffic and how it leads us to make decisions and changes.
Do you know how many people visit your website daily? Or what they do once they get there? Web marketers need the answers to these questions, but getting them isn’t always easy.
With all the data available on the web, understanding which information is relevant for your business and how you can use it to optimize your web presence can be a difficult task. Leveraging web analytics data is essential for the ROI of any website, but many organizations just don’t know where to start.
This webinar covers:
• Why web analytics are so important
• The main metrics you need to be measuring
• How to use analytics to optimize your web presence
"Don't get lost in the interesting." Learn how to decipher and understand what your Google Analytics dashboard is trying to tell you and how to utilize all the other wonderful tools Google Analytics offers digital marketers in this presentation by Mike Weisert, a Strategist at One North Interactive.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1tgXqSe.
This presentation will present insights into web user psychology, how to think about and write for the web, how to identify common content mistakes and how writing for the web will improve your search engine rankings.
Understanding your Audience Through NumbersTom Freestone
Google Analytics can be used to deliver many useful statistics. In our flipped presentation, we will provide instructional materials to help you setup Google Analytics, create custom dimensions and discuss how to use and interpret metrics to gain insight into your applications. We will be demonstrating how we use Google Analytics through uPortal and CAS as case studies, giving you an inside perspective on how we monitor our user traffic and how it leads us to make decisions and changes.
Do you know how many people visit your website daily? Or what they do once they get there? Web marketers need the answers to these questions, but getting them isn’t always easy.
With all the data available on the web, understanding which information is relevant for your business and how you can use it to optimize your web presence can be a difficult task. Leveraging web analytics data is essential for the ROI of any website, but many organizations just don’t know where to start.
This webinar covers:
• Why web analytics are so important
• The main metrics you need to be measuring
• How to use analytics to optimize your web presence
"Don't get lost in the interesting." Learn how to decipher and understand what your Google Analytics dashboard is trying to tell you and how to utilize all the other wonderful tools Google Analytics offers digital marketers in this presentation by Mike Weisert, a Strategist at One North Interactive.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1tgXqSe.
This presentation will present insights into web user psychology, how to think about and write for the web, how to identify common content mistakes and how writing for the web will improve your search engine rankings.
Anatomy of Search Relevance: From Data To ActionSaïd Radhouani
Relevance denotes how well a search result satisfies the user information need. In addition to the search engine components (i.e., indexer and query parser), there are many other components that impact relevance. e.g., user understanding , data optimization, domain knowledge, etc. Improving relevance remains the main and most challenging goal of each search engine. Indeed, relevance can be subjective, therefore hard to measure and to improve. In this talk, Saïd will demystify the concept of relevance by defining its main components. For each component, he will present the technology enablers, the data, and processes that are required in order to measure and improve relevance. In this talk, attendees will learn how to provide a relevant user experience and track it over time.
Web Analytics-Basic ! Importance of Introduction to Web Analytics-Basic for client website.Check out this presentation,To know this in more in details Web Analytics-Basic ? Learning Catalyst Provide Professional Training in Digital Marketing in India.To know more subscribe above mention link :http://bit.ly/1DdRqDA
Evaluating the use of search engines and social Media todaySimeon Bala
Search engines are an essential tool for any marketer or researcher who needs to quickly find relevant information. It is no surprise that they can be used to obtain a variety of different types of data.
In the past, search engines were just a means of accessing information that had been collected and cataloged by humans. But today they are also a tool for collecting data themselves.
This presentation was given to evaluate the impact of social engines and mobile devices today.
The presentation contain idea and tips on how to live online. Google and Facebook were used as case study as they are the biggest.
Presentation was done by Simeon Bala
9jaoncloud.com.ng
publicopinion.org.ng
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
IWMW 2005: Lies, Damn Lies, and Web Statistics (1)IWMW
Slides 1 used in workshop session A9 on "Lies, Damn Lies, and Web Statistics" at the IWMW 2005 event held at the University of Manchester on 6-8 July 2005.
See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2005/sessions/lowndes/
Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.
Going through SEO practices to discern what still works and what does not. Also, many other disciplines are having an impact on results and how SEOs need to alter their approach to adjust
Similar to LITA Forum 2012 Web Analytics Strategy Preconference (20)
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
20240605 QFM017 Machine Intelligence Reading List May 2024
LITA Forum 2012 Web Analytics Strategy Preconference
1. DEVELOPING A WEB ANALYTICS STRATEGY
FOR YOUR LIBRARY:
USING DATA TO MEASURE SUCCESS
Tabatha Farney & Nina McHale
LITA Forum 2012
October 4-5
Columbus, Ohio #lita2012wa
2. Our Agenda: Day 1
• Introductions
• WA Limitations and Caveats
• Web analytics strategy: what is it, and how do I get one?
• Core Concepts:
• Basic Metrics
• Goals, KPIs, and Conversions
• Segmenting versus Filtering
• Benchmarking
• Event Tracking
• Know thy WA tool
• Homework Assignment
3. Our Agenda: Day 2
• Re-welcome/homework follow-up
• Understanding your Website: Taking Inventory
• Converting Purpose into Analytics goals
• Best practices: 5 (or probably more?) things to start doing
TODAY (like, literally, we mean here, now, TODAY! Well,
tomorrow if it’s still Thursday…)
4. Preconference Survey Results
• 21 responses
• 17 are using Google Analytics
• 5 have an existing web site strategy; several others have one in
the works
• How often everyone checks analytics:
• Never: 2 (and a lot of blanks…)
• Once or twice a month: 9
• Once in a blue moon: 7
• We’ll have a round robin session at the end of the second day
to answer all of the questions you shared with us (and any
others!)
5. Introductions
• Meet your neighbor! Introduce yourself, and ask the following
questions:
• Name, position, POW
• What are you currently doing with web analytics?
• What would you like to be doing with web analytics?
• Introduce your neighbor back to all of us
6. Web Analytics Strategy: I Want One!
• Google Analytics, or AWStats, or Piwik—or use of any of these
individual tools—is NOT a web analytics strategy.
• A monthly or quarterly report of visits and page views sent to
the director or the board is NOT a web analytics strategy.
A web analytics strategy is the structured process of
identifying and evaluating your key performance
indicators on the basis of an organization’s objectives
and website goals—the desired outcomes, or what you
want people to do on the website.
7. Some WA Limitations and Caveats, 1/2
• Avinash Kaushik: “It’s like reading tea leaves.”
• Issues surrounding the use of IP addresses as identifiers:
• Geographical location by ISPs (and DHCP)
• Library/campus network architecture (also including DHCP)
• Information about specific, individual users not available
• Privacy: while most tools don’t collect personally identifying
information (PII), it’s a good idea to have a policy and make a
statement to your users about what you’re collecting.
• Web analytics tools are designed with commercial sites in
mind; we’ll hit library-specific pitfalls to watch out for
throughout!
8. Some WA Limitations and Caveats, 2/2
• Different analytics tools will use different terms to describe
similar concepts (The Digital Analytics Association provides
“official” non-proprietary definitions—see “More Info” slide.)
• …but most importantly:
Don’t shy away from these limitations! Understand
them and explain them to others and make the best effort to
know what exactly web analytics can (and cannot)
reveal about the use of your site(s).
9. Before we get started…
• Log in to your web analytics tool, if you are able to access it,
AND
• Log in to this generic account Google Analytics account at
googleanalytics.com:
• user ID: litawa2012
• Password: wamonkey
10. Core Concepts and Metrics
• Visits vs. Unique Visits vs. Page Views
• Visitor Types: New and Returning
• User Technology
• Geographic Data
• Entry and Exit Pages
• Referral Sources
• Bounce Rate
• Engagement Metrics
11. Visits
• Visits are interactions on a website from an individual browser
over a specified period of time.
• Watch for typical patterns; what does a “normal” day or week
look like for your library?
• Are there typical heavy/light use days?
• Do busy hours mirror busy hours of the physical library?
• Is there an “after dinner” spike in evenings?
• Physical library analogy: gate counts (more on this shortly…)
12. Visitors
• Individuals who come to your web site(s) via a web browser.
• As we discussed earlier, no personally identifying information is
collected about visitors; data collected is largely anonymous.
• Physical library analogy: people who activate your gate by
passing through it.
Source: www.lib.uwaterloo.ca/newsitems/porter_security.html
13. Unique Visitors
• Unique visitors are visitors who are counted only
once, regardless of how many times they access your website
in a specific period of time.
• To determine unique visitors, your web analytics tool tracks all
your visitors by either tracking their IP address or installing a
cookie on a visitor’s computer the first time that person visits
your site.
• Back to our gate count analogy: a person would be a unique
visitor to a physical library if s/he were somehow “tagged” on
arrival for the first time today, and NOT counted when re-
entering on the same day.
14. Which to Use: Visitors or Unique Visitors?
• It depends: which metric you choose will depend on what
you’re trying to accomplish with your data
• Using “Unique Visitors” will likely give you a more accurate
count of “How many people?” are using your site
• Using “Visitors” will likely give you a higher count*
• Example: If you chose ALL visitors as a base metric for
conversions (more on those later!), you’ll get a more accurate
picture of total web site use; however, if you’re concerned
about success of individuals on given tasks, unique visitors
would be a better bet.
*Use for LibQUAL/board reports! ;)
15. Page Views
• Commonly referred to as “hits”
• The number of times that visitors access a single web page or
online document on your site.
• Analytics provides detailed information for every page that’s
tracked on your site (more about what’s tracked later…)
• This data is often the most-requested by non-IT colleagues
and/or web content creators
• The “Long tail” of library web site content:
• Home page always the highest hit
• Hours, databases, popular services, etc. in 2nd-5th place
• There is generally a sharp drop—the “long tail”—thereafter
16. Visitor type: New and Returning
• Visited are classified as “new” or “returning,” meaning, quite
simply, whether they have been to your site before or not.
• Neither new nor returning is more important or necessarily
better than the other; however, this metric is still useful for
tracking trends in use:
• A high percentage of new visits indicates that a site is having a great deal
of traffic driven to it, which is a positive.
• A high rate of returning visitors also indicates that library users are loyal
and frequently return to engage with web content, which is also
desirable.
• What are your new versus returning visitors numbers?
17. User Technology Information
• Browser and Operating System:
• Specific versions of browsers and OSs
• Screen resolution, screen colors, Flash versions, and Java support
• Network:
• Services provider
• Host name
• What are your top three OSs and browsers?
• Compare to two years ago, or another past date, if you don’t have data
going back that far; what trends do you notice?
• Are there any local IT policies or practices that influence this?
18. A Note about Mobile…
• It’s complicated…
• JavaScript support in mobile phone browsers historically spotty
• Service provider issues: 100% of Blackberry users are in NYC?!
• In October 2009, Google Analytics began providing two mobile-
specific metrics: “Overview” (i.e., the number of visitors using
mobile) and “Device.” What percent mobile are your users?
• While this may seem limited, these metrics can be combined
with others to yield a variety of useful information and reports
about mobile use of your site
• There are as yet no industry-specific guidelines about
measuring and analyzing mobile use.
19. Geographic Data
• This metric reports the physical location of your users.
(Everyone you ever show this to will love it!)
• Analytics tools determine geographical location for users by IP
address.
• Why is this problematic?
• Libraries tend to have a regional cluster around a campus or
within the city/county
• Academics: Do you have remote campuses/overseas students?
• Publics: Are there any interesting patterns across the city, county, or area
you serve?
20. Entry and Exit Pages
• Entry (or landing) and exit pages show how users move through
the Internet, arriving at and then departing from library sites.
• Entry=the first page a visitor comes to;
• Exit=the last page a visitor is on before leaving your site.
• Some notes about exit pages in a library web environment:
• Again, library web sites are directories to other sources
• While ecommerce sites might view exits as a failure, that’s not
necessarily the case with library sites
• We can gauge our success in directing our users to other library resources
by tracking outbound links—more on this later!
21. Referral Sources
• Shows you how your visitors became your visitors by reporting
the URLs of the sites they were on when they clicked to enter
your site
• Typical referrers for libraries:
• Catalog pages
• Scheduling software (Evanced)
• Subscribed content (article databases, Overdrive)
• Parent institutions (college, municipality/county)
• What are your top three referrers? Any surprises in the list?
22. Bounce Rate
• The percentage of visitors who “bounced” from, or left, the site
after viewing only a single page or who stayed on your site for
only a short period of time.
• A good bounce rate, per Avinash Kaushik, is less than 35%
• Library site bounce rates tend to be higher, partially because:
• Labs/commons areas that have home pages set as default in web
browsers can have a negative effect on bounce rates;
• Library sites, unlike ecommerce sites, typically WANT to send users to
other sites, like the catalog, databases, ebooks, electronic reserves.
• What’s your bounce rate? How has it changed in the past
year? If it has, can you think of reasons for the change?
23. Engagement Metrics
• Engagement metrics attempt to provide insight into how far
users are delving into your site
• Pages Per Visit
• The number of pages in your site viewed by a visitor during a single visit
• Visit Duration/Time on Site
• The length of time, typically expressed in minutes, that a visitor spends
on your site for a visit.
• While these are handy metrics, any serious qualitative inquiry
about your site should include usability testing with users.
24. Goals in WA Lingo
Goal [gohl]
noun
1. The anticipate result or objective; often used in planning and
development.
2. A web analytics metric called a conversion.
Conversion = A desired action on a site.
25. Conversion Types
Conversions can be anything, but most tools focus on:
1. URL Destination – Target end/exit page
2. Visit Duration – Length of stay
3. Pages per Visit – Site engagement
4. Event – Target action on site
26. Macro or Micro Conversions?
Macro Micro
Conversions = Conversions =
Measure the Measure the
primary purpose secondary
of the site. purposes of the
site.
27. Conversion Rate
Desired Action
Total Visits or Unique Visits = conversion rate
Conversion rates put desired actions in context!
They show the percentage of how often the desired action occurs.
Total Visits or Unique Visits Debate?
Most of the time your tool already decides for you.
28. Goal Reports
Goal Reports = Conversion Reports
Goal Reports include:
• Total number of
conversions
• Conversion rate
• Assigned value amount
(optional)
• Abandonment rate
• Funnel (only for URL
Destination URLs)
29. Why Use Goal Reports?
Your tool does the tracking!
Unfortunately…
• Not all tools come with Goal Reports
• Goal Reports can be limiting – think outside the
conversion box
30. What about KPIs?
KPI = Key Performance Indicator
What do they do?
Measure outcomes based on your site’s objectives/goals
How do I implement them?
Typically, you use conversion rates. So Goal Reports or
however you track conversions.
Remember KPIs will be unique to the site!
31. WA Advance Concepts: Segment or Filter?
• Why do either?
Helps focus on the data
that really matters.
Example: Removing staff
computers or focusing on
remote users.
• How do they differ?
• Filtering removes data
from the collection
process.
• Segmentation removes
unwanted data at the
report level.
32. WA Advance Concepts: Benchmarking
Benchmark = A measurement to compare change
Why Use Benchmarks?
• Gives you a target to reach
• Helps identify reachable goals
Two Types of Benchmarks
• Internal - compare with previous internal data
• External - compare with other similar websites
How to set?
• Internal - Use a comparable time range of data.
• External -Exchange data with similar libraries or use an outside service
(Alexa, Quantcast, Compete, Hitwise)
33. WA Advance Concepts: Event Tracking
Event = An action that does not generate a page view.
Events include:
• Interactions with Videos/Audio files Event Tracking is the process
of having your WA tool track
• Downloading documents (PDFs, anyone?)
identified events.
• Embedded widgets
• Outbound Links
• Many dynamic elements
Does your tool track events? <img src=“image_name.jpg" alt=“description"
onClick="_gaq.push(['_trackEvent',
• Need to track all your data!
'spotlight', 'click', 'Event']);"/>
How to Track Events?
• Typically have to add tracking code to the event
35. Activity! The Directions
• Form groups of 3-4 members
• Your group will assigned a scenario (coming on the next slide)
To finish this activity, be prepared to:
1. Come up with an answer the question/request for
data
2. Explain why/how your group came up with that
conclusion
36. Activity!
How would you answer these requests?
1. Reference librarians ask: “Where should we implement a chat
reference widget on the web site?”
2. Communications/marketing asks: “Is our Facebook presence
successful?”
3. The library director asks: “What are the busiest hours on our
web site?”
4. The web developers ask: “We want to develop a mobile app.
Which platform should we support?”
5. The Web Team asks: “Which pages on the site are the
poorest performing, and why?”
38. Know Thy WA Tool!
• Three types of tools
• Choosing the right tool
• Beyond Google Analytics: Crazy Egg & Piwik
• Finding documentation and getting help
39. Three Types of Web Analytic Tools
• Log file analyzers
• JavaScript taggers
• Web beacons
40. Log File Analyzers
• Software that is installed locally on the web server; it parses
and analyzes all of the log files and presents the data in more
intelligible reports
• The “original” old school web stats method!
• Examples: AWStats, Webalizer, FireStats
• Pros: local installation=more control; a better choice for
large/legacy websites that are not developed in a template or
CMS
• Cons: sometimes too much information; sometimes it’s not
possible or practical to get this level of access to a web
server, especially if your environment is shared; some products
lacking in modern features
41. JavaScript Taggers
• JavaScript tagging works by adding a small code snippet to
pages on your web site which then relays data about site use to
a reporting interface
• Examples: Google Analytics, Piwik
• Pros: can be hosted locally or remotely (GA); easily
incorporated to sites using templates or content management
systems (CMSs)
• Cons: does not work well as a complete mobile tracking
solution; special setup may be required for non-HTML
documents (i.e., PDFs or image files)
42. Google Analytics’ JavaScript Snippet
<script type="text/javascript”>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-3631620-5']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
43. Web Beacons
• Web beacons work by placing a small, transparent 1-pixel
image on the individual pages on your site
• Many tools come with JavaScript and web beacon options
• Examples: Omniture, Catalyst, Bango Analytics
• Pros: great for mobile analytics or other situations where
JavaScript tagging methods do not work
• Cons: With the growth of JavaScript mobile browser support
and analytics tools, they are not as popular anymore
44. Choosing the Right Tool
• While Google Analytics has become a go-to due to ease of use
and low cost, there are many other options!
• The analytics police will not hunt you down if you use multiple
tools on one or more of your sites.
• An analytics tool that works well for one of your web sites
might not work well for another.
• Evaluate your needs:
• How/where is the data stored?
• Do you need to track outbound links?
• Do the reporting features meet your needs?
• What do you want to find out during usability testing?
45. Beyond GA: Crazy Egg
Vendor: Crazy Egg
URL: www.crazyegg.com
Pricing: Free trials are available for thirty days, after which
monthly subscription is required; basic, standard, plus, and pro
plans available, all under $100 per month.
Hosting: Remote and/or vendor only
Support: Help center, FAQ, email and phone
Open source: No
Type: JavaScript tagging
Features and suggested uses for libraries: Heat map, scroll
map, overlay, and “confetti” reports, all highly useful for
observing user behavior during the redesign process & beyond
46. Beyond GA: Piwik
Vendor: OpenX
URL: piwik.org/
Pricing: Free
Hosting: Local only
Support: Documentation, FAQs, blog, forum
Open source: Yes
Type: JavaScript tagging (but requires local download for data
storage)
Features and suggested uses for libraries: Touted as an open-
source response to Google Analytics; provides general-purpose
website data tracking and reporting; mobile app available
Don’t get these two definitions of goals confused!
Provide examples of each for examples.
Describe both. Remember that conversions are just a desired action. So what’s the main purpose of a library’s website? What’s the secondary purposes? That’s stuff we’ll cover tomorrow, however what you need to start thinking about now is: why does your site exist? What functions does your site provide to the end users?
Conversion rates will be your best friend in goal reporting.Put the number of conversions into context.For the debate, total visits implies looking at all interactions, but unique visits more closely aligns to individual users.
What’s in a goal report? Again, it depends which one you choose: URL Destination, Visit Duration, Pages/Visit, or Event. However, most will include
Benchmarks help us put into context the data we’re analyzing. Without them, we can’t tell if we are making improvement or not. For example, my site had 10,000 visits last month. So what? Well, there are two types of benchmarks – internal and external.