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Web Analytics Deep Dive - SES San Francisco
1. Web Analytics Deep Dive
#SESSF
Garry Przyklenk,
Manager, Analytics Implementation
(@gprzyklenk)
2. Keys to “insightful” insights
Tried and true approaches:
Filter, group, then segment
If… then… analysis
Derive business value
Get closer to the customer
Integrate data sources
In general,
build a data-driven culture!
@gprzyklenk
3. Filtering and grouping
Any web analytics platform won’t be perfect, so a certain
level of filtering and grouping is required:
Filtering can be used to:
Clean up data integrity issues
Move beyond the “top 10” or “top50” entries
Example:
TD has 60,000 employees and filters internal IP’s from
logging information in Omniture SiteCatalyst.
Groupings can be used to:
Simplify extremely granular data
Build complex segments effectively
Example:
Referring URL values can be grouped to go beyond the
standard types, such as “internal referrer” and “external
affiliate”.
@gprzyklenk
4. Extreme segmentation!
Visitor type Visitor intention
Prospect/New Research
Customer Purchase/Broker
Affiliate Renew
Employee Transact
Source Product engagement
PPC Core accounts
SEO Credit cards
Social Media Lending (credit line/mortgage)
External Display Ad Investing
Internal Display Ad Insurance
Affiliate Business banking
@gprzyklenk
6. Pivot tables are awesome
Source Visitor Type Intention Product Visits Conversions Transactions
PPC Prospect Research Credit Card 8 1 0
Savings Account
Internal Customer Transact Mortgage 5 1 4
Display Ad
Social Media Affiliate Broker Mutual Funds 35 0 8
Direct Employee Research None 55 0 3
Do we actually do this? Yes, yes we do.
Online sales reporting (Daily/Weekly/Monthly)
Public website reporting (Monthly)
Secure website reporting (Monthly)
@gprzyklenk
7. If…then… analysis
No one really cares about the metrics, but everyone cares about their
bonus. That equates to defining and improving the funnel.
Send more traffic?
Optimize landing
pages?
Lower the risk
profile?
Improve incentives?
IMPACT
@gprzyklenk
8. Derive business value
Paperless Statements
Postage $0.45
Opportunity:
Customers 1,000,000
Saves the bank at least the cost of a Avg. # of Products 2
stamp per customer per product per month per Customer
Reducing Yearly Savings $11 Million
calls to the contact center due to
lost paper statements
Customer benefit:
Improved customer experience with
scanned checks in near-real-time
Freedom to bank anywhere, anytime on
any device
@gprzyklenk