This document summarizes a presentation on web analytics strategy given by Jessica Krywosa and Rick Allen at the Suffolk University Technology Conference on October 22, 2010. The presentation covered defining the right questions to ask of web analytics data, analyzing trends and segmentation, setting up campaign tracking and analytics goals, best practices for reporting, and next steps for implementing an effective analytics strategy.

1. Web Analytics Strategy:
Answering the Right Questions
Jessica Krywosa Stamats Integrated Marketing:
Suffolk University Technology Conference
Rick Allen October 22, 2010
Babson College
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2. Hi, I‟m Jessica.
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3. Hi, I‟m Rick.
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4. What we‟re talking about:
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5. What we‟re talking about
Web analytics strategy
Trends & segmentation
Campaign tracking & analytics goals
Reporting
Next steps: making it work
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6. How many „hits/visits‟
are we getting?
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7. How many „hits/visits‟
are we getting?
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8. Define the „right‟ questions.
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9. Trends & Campaigns
Trends Campaign Tracking
How do users travel through our Which mediums work best?
site?
Did users complete an action?
Where are our most active visitors
from? Is what we‟re doing working?
Are we doing better or worse?
What content is performing or
How do people find us? underperforming?
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10. Web Analytics Strategy
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11. “Often numbers don't speak as
loudly as they should because you
are missing one simple ingredient:
context.”
Avinash Kaushik
Author, Web Analytics 2.0
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12. Analytics strategy puts data in
context. Without context, data is
meaningless.
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13. Web Analytics
Strategy
University objectives
What is the purpose of your website?
Website goals
What actions do you want people to
take on your website to meet your
university objectives?
Measurement
What relevant web metrics can be used
to measure the efficacy of your website
goals over time?
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14. Measurement
Trends
Segmentation
Campaign tracking
Analytics goals
KPIs
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15. Trends & Segmentation
http://www.flickr.com/photos/eworm/177950064/
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16. Analysis & Hypothesizing
Non-campaign
YOY/MOM patterns
User behavior
Who, what, where, how–but not why
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17. Who?
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18. What?
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19. Where?
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20. How?
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21. How? (cont.)
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22. Make connections for
deeper meaning.
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23. Campaign Tracking
& Analytics Goals
http://www.flickr.com/photos/lawrence_evil/588771342/
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24. Test your strategy.
Make it purposeful.
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25. Finding Answers with
Campaign Tracking
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26. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #1 Question Answer
Optimize editorial What are the best Peak traffic by
calendar (publishing times to publish campaign and
frequency). content? day/time.
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27. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #2 Question Answer
Maximize use of Which content Peak traffic by
content delivery delivery methods campaign content
channels. are most effective? source (twitter,
facebook, newsletter).
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28. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #3 Question Answer
Improve What content is Peak traffic by
content/messaging most attractive to campaign (news,
efficacy. our users? events, shared links)
and medium (social
media, email).
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29. Finding Answers with
Analytics Goals:
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30. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #1 Question Answer
Encourage visitors to What percentage of Analytics goal:
explore website. users view at least 3 depth of visit =
pages per visit? 3 or more.
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31. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #2 Question Answer
Engage visitors with What percentage Analytics goal:
compelling content. of users remain time on page =
on-page more 1 or more minutes.
than 1 minute?
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32. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #3 Question Answer
Elicit user feedback. What percentage of Analytics goal:
users comment page view =
content? user comment
(virtual) page.
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33. Reporting
http://www.flickr.com/photos/nataliejohnson/2195090407/
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34. Audience
VP/Director
Knowledge base
Timeliness
Automate
Share advanced segments
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35. Frequency
Monthly trends
Quarterly – actionable
Daily/Weekly – campaign based
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36. Content
Site traffic
Organic referrals
Asset update
Campaign update (summer, yield)
Social media growth & interactions
Targeted email analytics (from ESP)
Other site goals (form submission)
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37. Structure
Short and sweet
Bulleted
Minimal charts/graphs
Tie to goals
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38. Data is empty without action.
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39. Next Steps:
Making It Work
http://www.flickr.com/photos/efilpera/3920499357/
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40. Recommendations
Gain support for analytics through education
Understand what analytics can't tell you
Measure performance over time based on website goals
Start now and don't stop
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41. Questions?
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42. Thanks.
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43. Jessica Krywosa
@jesskry
http://www.krywosa.com
http://www.doteduguru.com
Rick Allen
@epublishmedia
http://www.epublishmedia.com
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