This document outlines a web analytics process including: 1) Micro-segmentation and personalization, real analytics including attribution and behavioral segmentation, and meaningful reporting including two-tiered segmentation and KPIs. 2) Developing a web analytics strategy by determining goals, gathering requirements, translating goals into KPIs, and using data-driven insights for optimization. 3) The importance of connecting business objectives, website goals, and key metrics to make data relevant and measure success.

1. WEB ANALYTICS
PROCESS
May 2013

2. WEB ANALYTICS ROADMAP
Micro-Segmentation & personalization
• Segmentation Testing Plan
• Data Warehouse Integration
• Modeling & Micro Segmentation
Real Analytics
• Attribution Analysis
• Use-Case & Functional Studies
• Full Behavioral Segmentation
Meaningful Reporting
• Two-Tiered Segmentation
• KPIs Segment / Visitor Type
• Standardized Success Framework
Solid Infrastructure
• Robust Meta-Data
• Visitor Data Enrichment
• Clean Data Feed
• Ongoing Governance

3. WEB INTELLIGENCE GROUP

4. STANDARD PROCESS

5. OPTIMIZATION STRATEGY
Determine
Business,
Organization,
Marketing and
Website Goals
Gather
Business
Requirements
Develop,
present and
finalize Goals
and Key
Measurements
Translate Goals
into KPIs
Validate KPIs
and solidify
Project
Timeline:
Scope Meeting
Develop SDR
(implementation
guide)
Consult with
Creative and
Development
teams on
deployment best
practices
Develop Code /
Tracking Tags
Consult on third
party data
integration needs
QA and
validation of
web analytics
data
Iterative code
updates as
needed
Dashboard set
up
Wireframe
development
Reporting and
Analysis
User Training
Data-Driven
Insights and
Recommendati
on for
Performance
Optimization
Stakeholder
interviews
Discussion
guides /
Questionnaire
Facilitation of
workshop
sessions
Business
requirements
documentation
(Salesforce)
KPIs
documentation
(Salesforce)
Solution Design
Reference (SDR)
Code
development and
delivery
Validation of
proper code
implementation
Against plan
Online
Dashboards
SSRS report
Excel
Documents
Training work
sessions
Reports / Analysis
Optimization
recommendation
considerations

6. ANALYTICS REPORTING VS STRATEGY
Business Objectives + Website Goals = Better Decisions
Objectives Measurements
Objectives MeasurementsGoals

7. WEB ANALYTICS STRATEGY
• Business Objectives
• Website Goals
• Key Performance Indicators
• Web Metrics
• Data collection code and custom tags

8. MAKE DATA RELEVANT
• Business Objective
Increase engagement and retain visitors
• Website Goals
More than 3 pages per visit
More than 1 minute per page
• Key Performance Indicators
New vs Returning, depth of visit, time on page, loyalty…

9. MEASURE SUCCESS
Response Metrics
• Track goal conversions, Business Metrics
exits, leads, subscribers
• Track repeat visits, pages Usability Metrics
per visit, bounce rate
• Track inbound links, Google Index, SEO Metrics
page ranking