The author describes how they became skilled in web analytics by treating their website like their home and themselves as the homeowner. When unexpected visitors came to the site that did not align with the site's purpose, the author was alerted and analyzed the traffic source and visitor behavior data. This provided insights such as the visitors entering through the wrong channel and having a high bounce rate and low conversion rate. Based on these insights, the author reviewed the website's objectives and strategy to ensure the content and messaging was properly targeted to the intended audience.

1. Authentic story : How I became a web analyticsninjaBy Fiona De Brabanter18th September 2010

2. This is my houseconsideritmyhomebaseimagineit’smywebsite

3. This is me groomingmyself in mymarketing department, building mybrand

4. Home alone, I have installed a custom alert to alarm me of unwantedvisitors

5. Enter unexpectedevent

6. Custom alert is directlymailed to myinbox; analysisyieldsactionableinsights

7. Review web strategies

8. 1. Callfor back-up2. Panick3. Go samourai actuponyour data

9. Luckily, the intrudersbounced. There was a clear gap betweenvisitors’ intentionsand mywebsite’spurpose.

10. Analyzetrafficsource. This is not the kind of audience I willbedoing business with.

11. Visitor enteredthrough wrong channel.

12. High bounce + low conversion

13. It’s all aboutreach; the unwantedvisitorsdidn’tbelong to my target audience.

14. Time to review website macro objectives and rethink online strategy.

15. a. InsightsfromSources (URL’s, Keywords, Campaigns) always keep backdoor locked.

16. b. InsightsfromWebsite Visitors (onexit survey tools) askneighbours to keep a keen eyeonsuspiciousmovements

17. c. InsightsfromExperimenting & Testing (A/B and multi-variate tests) takeself-defensecourse

18. What is yourmaingoal ? 100% ROIdriven. Let’s have a cup of coffeetogether.