First in a series on Digital Analytics, part of a complete course on Digital Marketing and Analytics.

1. WEB ANALYTICS
Aniruddha (“Anil”) Gupte

2. • Why Analyze Web Data?1
• What to Analyze2
• How to choose Data3
• Experimentation & Testing4
• The Who Else5
• The Insights6
• When does it happen?7
Basics

3. Why Analyze?1

4. It is the…
Voice of the
Customer

5. Voice of the Customer
• Both current and future
• It mirrors their behavior
• It is like primary research
w/out the hassle/expense

6. No manager can
afford not to
listen to this
data or its
analysis

7. What to Analyze
• Logs
• Clicks
• Mouse tracking
• Eye tracking
• Etc…
Even “Non-Behavior”!
2

8. Selecting data
• Based on desired Outcomes!
• Manageable
• Comprehensive
• Reasonable accuracy
3

9. Experimentation + Testing
• Behavior must be measurable
• Actions must be measurable
• Actions must be Iterative
• No “HiPPOs”
4

10. The Who Else
• Competition!
• Competition!
• Competition!
5

11. The Insights!
• This is the Goal/Gold!
• These must be actionable
• They must be based on Company Goals
6

12. When?
• All the time!
• Iterative process
– Measure
– Report
– Analyze
– Test
– Intervene
7

13. Objectives of Web Analytics
Objective Outcome
Lead Generation
Content Publishing
Online Info/Support
Branding
Collect Contact Information
Ads shown to visitors
Help visitors find information
Drive Awareness, Engagement & Loyalty
ECommerce Sell Products

14. QUESTIONS?