This document provides an overview of web analytics and report management systems. It discusses measuring various metrics from websites like pageviews, banners, orders, polls, clickouts, links, videos, and targets. The system would allow editing content, managing campaigns, and creating personalized reports for clients. Next steps include defining key performance indicators, benchmarking, testing improvements, and analyzing data to help optimize campaigns and customer experience. The goal is to develop a strategic management system to measure statistics across multiple websites and help editors.

1. Web Analytics and Report
Management System
Raony Guimarães
raony@medicalmedia.nl

2. Topics
• WebAnalytics
• Gezondheidsplein - Overview
• Competitors
• Reports
• Internal Control
• External Control

3. Definition
• Web analytics is the measurement, collection,
analysis and reporting of Internet data for
purposes of understanding and optimizing
web usage.

4. Why use WebAnalytics ?

5. Definition
• Data VS Information
• The Curse of Dimensionality

6. Analytics

7. Analytics - Top Content
What are the most commonly viewed pages on
your site, and how are they used?

8. Analytics - Top Content

9. Analytics - Top Content -
Aandoeningen

10. Analytics - Top Exit Pages:

From which pages do people exit your site?

11. Analytics - Top Exit Pages:

12. Analytics - Site overlay
• Viewing clicks, conversions, and revenue
metrics for each link.

13. Analytics - Site overlay

14. Analytics - Site overlay

15. Analytics - Site overlay

16. Analytics - Keywords (70%)
 Click to edit the outline
 Gezondheidsplein 
text format
gezondheidsplein.nl
longontsteking buikpijn
Second Outline
 

gezondheid lage bloeddruk
Level
 
 keelontsteking  ischias
− Third Outline
 blaasontsteking zwangerschap

Level
 hoge bloeddruk
medisch woordenboek
Fourth Outline


 www.gezonheidsplein.nl  oorontsteking Level
 overgang
 vleesboom − Fifth
 voedselvergiftiging
 Schimmelinfectie
 standjes Outline
 spruw Level

17. Analytics - Keywords (70%)
 Click to edit the outline
text format
 Second Outline
Level
− Third Outline
Level
 Fourth Outline
Level
− Fifth
Outline
Level

18. Competitors
• How to identify and study our competitors ?
• How to identify and increase our campaigns ?

19. Competitors ???
http://www.gezondheidsplein.nl/
http://www.gezondvgz.nl/
http://www.gezondheidsnet.nl/
http://www.gezondvgz.nl/
http://www.gezondheid.plein.nl/
http://gezondheidplein.nl/
http://plein.nl

20. Google Rank
Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag

21. Google Rank
Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag

22. Competitors

23. Competitors

24. Competitors

25. 20 Most Popular Health Websites
- June 2009
 1 | WebMD.com  11| everydayHealth.com
Click to edit the outline
 2 | NIH.gov 
text format
12 | RightHealth.com
3 | MedicineNet.com 13 | wellsphere.com
Second Outline
 

 4 | MayoClinic.com 
Level
14 | FamilyDoctor.org
5 | Drugs.com 15 | QualityHealth.com
− Third Outline
 
 6 | Yahoo! Health  16 | HealthCentral.com
Level
7 | RxList.com 17 | Prevention.com
Fourth Outline
 

 8 | RealAge.com  18 | Health.com Level
 9 | MedHelp.org  19 | RevolutionHealth.com − Fifth
 10 | Healthline.com  20 | eMedicine.com Outline
Source: Inbound Links, Google Page Rank, Alexa Rank, and traffic data from Compete
and Quantcast. Level

26. 20 Most Popular Health Websites
- June 2009 Click to edit the outline

text format
 Second Outline
Level
− Third Outline
Level
 Fourth Outline
Level
− Fifth
Outline
Level

27. Alexa

28. Alexa Suggestions
If you like gezondheidsplein.nl you
 Click to
7. Medicinfo.nledit the outline
may also like: text format
www.medicinfo.nl/
1. Ziekenhuis.nl  Second
8. GezondheidsNet Outline
www.ziekenhuis.nl/ Level
www.gezondheidsnet.nl/
2. Medischestartpagina.nl − Third Outline
9. Gezondheid.be
www.medischestartpagina.nl/ Level
www.gezondheid.be/
3. Achmea Health
10. ConsuMed Fourth Outline

www.achmeahealth.nl/
www.consumed.nl/
Level
4. Zorgkrant − Fifth
11. www.gezondstegids.nl/
zorgkrant.nl/ Outline
www.gezondstegids.nl/
5. Reuters Health Information
Level

29. Test Campaigns

30. Test Campaigns

31. Main Goal
• Develop a management system to measure all
the statistics from all the different parts from
all the different websites of the company.
• This should be used by the editors to create
personal reports for each client.

32. Brainstorm
• What we want to show?
• How will we show?
• What the client wants to know?
• What can be a target?

33. First, Learn !!!
• How the editors change the content of our
websites ?
• How they manage the content?
• How they create the pools, weetjes, banners,
Dossier, Aandoeningen, etc ?
• How they manage the campaigns?
• How to measure the effect of changes ?
• How to measure the impact of our campaigns ?

34. Measurement
What we want to measure? How can we measure? Where the information comes from?
Pages
Number of Pageviews Google analytics
Banners Number of Views
PhpAds
Number of Clicks
Number Unique Views
Number of Orders
Orders Google Analytics
Steps
Evasion
Number of Views
Polls Number of Answers Our Database
Results
Weetje
Clickouts Google analytics
Links
Clickouts Google Analytics
Videos Amount Started Videostrip
Number of Views Our Database
Targets
Number of Clicks Google Analytics
Newsletter Amount Send Our Database

35. Reports
• Overview

36. Add Report

37. Admin Panel

38. Add Block

39. View Blocks

40. Add Page

41. Add Page

42. View Pages

43. Add Poll

44. View Polls

45. Add Banner

46. Add Banner

47. Add banner

48. View Banners

49. Add Clickouts

50. Add Clickouts

51. View Clickouts

52. Add Weetje

53. View Weetjes

54. Add Target

55. Add Target

56. View Targets

57. Report Preview

58. Preview Banners

59. Preview Pageviews

60. Preview Poll

61. Preview Weetjes

62. Preview Targets

63. Next Steps
• How can we use this to improve our
campaigns and help our customers?
• Define KPI’s
• Change campaigns
• How to increase our pagerank
• Analyze our data
• Test our campaigns

64. Next Steps
• Develop a strategic plan.
• Establish goals.
• Define the Key Performance Indicators for
each goal
• Benchmark the KPIs
Implement and Monitor each KPI

65. Finally...
Testing new customer experience improvements and new prototypes
dentification of low-hanging fruit and obvious barriers to successful completion of customer tasks
In-depth understanding of customers, their environments, and no obvious challenges
tanding why customers are there, what they are trying to do, what barriers are to task completion
Source: Web Analytics One Hour a Day (Avinash Kaushik)

66. This is just the beginning..