A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.

1. A practical introduction to
Web analytics for technical communicators
Samartha Vashishtha and Vikrant Rai
Adobe Systems

2. What gets measured gets managed.
- Peter Drucker
Measure user
engagement
Identify priority
content
Discover areas
for value-added
content
Act on
quantitative
feedback
Why analyze

3. Analysis drives insight

4. Built-in dashboards in several tools...
Many ways to analyze

5. Report suite
KPIs
Traffic vs conversion
Key concepts

6. ...and calculated metrics
Key traffic parameters

7. Engagement
Discoverability
Content Experience
Parameters relevant to content

8. Time spent on page
Visitor retention
Bounce rate
Exit rate
Page flow reports
Content engagement

9. Clicks to page
Referring
domains
Referrer
types
Search terms
Content discoverability

10. Geosegments
Languages
Devices/Operating Systems
Browsers/Display characteristics
Content experience

11. Traffic
Sample reports

12. Devices
Referrer types
Sample reports

13. Countries
Color depth
Sample reports

14. Next and previous page flows
Sample reports

15. Video analytics

16. Business Catalyst dashboard

17. this URL...
Example: Analytics-driven document

18. SAMARTHA VASHISHTHA
@samarthav
http://blogs.adobe.com/samartha
VIKRANT RAI
@vikrantrai
http://blogs.adobe.com/vikrant/

19. Thank you!