This is a sample lecture about the basics of customer insights, web traffic sources, and the use of technological analytics that I delivered at General Assembly sometime ago.

1. Drawing Customer Insights
From Different Sources of Web
Traffic
Presented by: VITTORIO AQUINO

2. By the end of this lesson you should be able to:
● Identify key performance indicators in Google Analytics
and how they can be used to evaluate marketing efforts
● Identify the uses of the same metric, and how choosing the
right KPIs depends on your business goals

3. What are key performance indicators? (theory)
● Key performance indicators (or KPIs) are types of
performance measurement.[1] KPIs evaluate the success
of an organization or of a particular activity in which it
engages.
● Often success is simply the repeated, periodic
achievement of some levels of operational goal, and
sometimes success is defined in terms of making progress
toward strategic goals.[2]
● Choosing the right KPIs relies upon a good understanding
of what is important to the organization.[3]

4. Key Performance Indicators? (in the real world)
● Measurable achievable, and scaleable targets per industry
● Targets needed to be achieved to reach business success

5. KPIs of a News Website (soft target)
● Time on the website (measured by Audience Overview in
Google Analytics)

6. KPIs of a News Website (hard target)
● Number of Audience Subscribers (measured by Goals in
Google Anaytics)

7. Exercise: Define Analytics KPIs (soft and Hard)of:
● A real estate website
● An online fashion retail store
● A travel website

8. Next Steps:
● Get a real Google Analytics account at
https://google.com/analytics
● Integrate Google Analytics with a website that you own
● Keep on playing with the data

9. Quote of the Day

10. Sources
● Carol Taylor Fitz-Gibbon (1990), "Performance
indicators", BERA Dialogues (2), ISBN 978-1-85359-092-
4.
● Developing Meaningful KPIs
<http://www.intrafocus.com/services/developing-
meaningful-kpis>.
● Google Analytics <https://google.com/analytics
● What are Key Performance Indicators
<http://management.about.com/cs/generalmanagement/
a/keyperfindic.htm>.