The document discusses the evolution of web analytics from its inception in the 1990s to the current state, highlighting the differences between metrics and analytics. It emphasizes the need for organizations to adapt to behavioral analytics for future improvements in understanding visitor interactions. The presentation outlines steps for integrating behavioral analytics into marketing strategies and identifying organizational goals for data utilization.

1. Analyzing the Website
A l i th W b it
The difference between metrics and analytics
24June 2010
Ivan Chalif
Director f P d t M k ti
Di t of Product Marketing
@ivanchalif
ivan.chalif@alterian.com

3. EVOLVE AND GROW

4. Everything Changes

5. Everything Changes

6. Agenda
1. A Short History
2. Some Background
3. How Analytics is Changing
4. Moving the Needle in Your Organization
5. Next Steps
6. Q & A

7. A SHORT HISTORY

8. A Brief History of Web Analytics
‘90: Public ‘06: Visual
Internet & Sciences buys
‘97: Javascript
HTTP WebSide Story
broadly used
for data
collection
‘07: Omniture
‘93: WA is buys Visual
born via log Sciences
analysis
‘09: Adobe
buys
Omniture
‘05: Google ‘10: Alterian
‘91: 1st web
buys Urchin WebJourney
server ‘95:
95:
Javascript
released ‘05: Google ‘10: IBM buys
releases GA Coremetrics
1990 1995 2000 2005 2010

9. SOME BACKGROUND

10. Definitions
• Data: a measure of an action that can be tracked
– a click
– a page view
– a download
– a purchase

11. Definitions
• Metric: a sum or ratio of data
– click rate

12. Definitions
• Metric: a sum or ratio of data
– click rate
– ratio of new/returning visitors

13. Definitions
• Metric: a sum or ratio of data
– click rate
– ratio of new/returning visitors
– page views this hour/day/
week/month/quarter/year

14. Definitions
• Analytics: understanding what drives the behavior
– Is the content useful?

15. Definitions
• Analytics: understanding what drives the behavior
– Is the content useful?
– Does this layout work
better for this segment?

16. Definitions
• Analytics: understanding what drives the behavior
– Is the content useful?
– Does this layout work
better for this segment?
– Does some combination of
trackable elements affect
behavior?

17. Definitions
• Analytics: understanding what drives the behavior
– Is the content useful?
– Does this layout work
better for this segment?
– Does some combination of
trackable elements affect
behavior?
– Is this the right image
to use?

18. HOW ANALYTICS ARE
CHANGING

19. Google Changed the Game
Number of organizations tracking what’s happening on their website
Before
Google
Analytics
After Google
Analytics

20. Looking At the Past or Toward the Future

21. Looking At the Past
• The metrics of traditional web analytics are used to report
on what has already happened
– How many?
– Where did they go?
– How long did they stay?
– Did they complete the desired process (sign-up, download,
purchase,
purchase etc)?
Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile

22. Looking Toward the Future
• Web behavioral analytics are used to steer the future
– How are the visitors alike
– Are there patterns in the traffic or behavior on a page
– Which content resonates with visitors
– What else can I determine about the visitor to improve the
relationship
Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile

23. Marketers Need More Than Just Web Analytics…
“First and second‐generation analytic
First
vendors are good at what they do,
but mining for correlation and
causation within massive, di
ti ithi i disparate
t
online and offline data sets is simply
not what they do.” – Eric T. Peterson
y

24. Differences in Analytics Tools
Web A l ti
W b Analytics Web B h i A l ti
W b Behavior Analytics
• Focus on source • Dashboards • Focus on the individual
• Track page flow on • Search term(s)
• Capture non-click
site behavior
• Environmental
data
• Aggregate data • Track creative assets
• Standard reports
• Report on metrics
p • Additional data overlay y
broadly within an • Custom reports (corp., demo., profile)
organization
• 1:1 data

25. How to use Behavioral Data
• Find out what happens between the clicks
– Scrolling
– Hovering
– Copy/paste

26. How to use Behavioral Data
• Understand how visitors are interacting with the dynamic
content on the website

27. How to use Behavioral Data
• Combine web behavioral data with other data for deeper
analysis, segmentation and content delivery

28. How to use Behavioral Data
• Link to individual profiles when visitor identifies themselves

29. How to use Behavioral Data
• Link to individual profiles when visitor identifies themselves

30. How to use Behavioral Data
Understand h t it i it
U d t d what site visitors DO
rather than just where they GO

31. MOVING THE NEEDLE

33. Identify Your Goals and Data Needs
• Before embarking on any web behavioral analytics
project, consider the following:
– Why are you collecting the data?
– What will you do with the data?
– What
Wh t questions do you need t
ti d d to
answer?
– What data is needed to make informed
decisions?
– Who is going to utilize the data?

34. Taking it to Your Manager
• Determine how web behavior analytics can
benefit them
• Determine how analytics can
benefit the larger organization
• Build a story (
y (with case studies)
)
• Map out costs and benefits and
indentify ROI
• Design a phased deployment

35. Next Steps for Your Program
1. Look at where you are and where you want to be
2. If it’s not already part of your strategy, include behavioral
analytics
3. If you already have a web
analytics tool, evaluate
y ,
some behavioral ones
4. Identify integration points

36. RECAP

37. What We’ve Covered
• A bit about where
we came from
• A bit about how
things are
changing
• A bit about how
you can start
making a plan to
move the needle

38. Resources
• Books
– Web Analytics Demystified by Eric T. Peterson
– Web Analytics 2.0 by Avinash Kaushik
– Actionable Web Analytics by Jason Burby and Shane Atchison
• Web
– http://www.occamsrazor.com/
htt // /
– http://www.webanalyticsdemystified.com/
– http://www.webanalyticsassociation.org/
– http://www.alterian.com/products/web-behavior-analytics/

39. Q&A

40. Alterian WebJourney
http://www.alterian.com/

41. Analyzing the Website
A l i th W b it
The difference between metrics and analytics
24June 2010
Ivan Chalif
Director f P d t M k ti
Di t of Product Marketing
@ivanchalif
ivan.chalif@alterian.com