SlideShare a Scribd company logo
Web Analytics Training Day
Welcome!
First……
A Little Quiz to Test Your Internet
Marketing Knowledge
Your Host for Today!
• Andy Atkins
» MD of Web Kinetics & Lead Internet Marketer at
MBL Solutions
» 10+ years experience in online marketing
Objectives for Today
• To understand the scope of web analytics and be able to
select the elements that are important to your organisation,
including those not included in most analytics packages
• To acquire the knowledge required to use analytics tools and
to understand your visitors – where they come from, what
they do on the site, where they go, why they leave?
• To enhance internal skillsets to the point that web analytics
tasks can be managed internally or that direction can be
given to external agencies.
• Fundamentally, to be able to use online performance data to
focus business growth efforts or cost management activities.
What Metrics do You Use Right Now?
What Would You Like to Know?
The Agenda
• What are web analytics?
• Why are they useful?
• Site-focused analytics
• Market-focused analytics
• How to use analytics packages
• Some group work, practicals ….. and some trade secrets!
Why are you here?
What do you Use at the Moment?
Web Analytics - OMG!
Web Analytics – What are they?
Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is
said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to
increase the dollar volume each customer spends.Web analytics is often used as part of customer relationship
management analytics (crm analytics). The analysis can include determining the likelihood that a given
customer will repurchase a product after having purchased it in the past, personalizing the site to customers
who visit it repeatedly, monitoring the dollar volume of purchases made by individual customers or by specific
groups of customers, observing the geographic regions from which the most and the least customers visit the
site and purchase specific products, and predicting which products customers are most and least likely to buy
in the future. The objective is to promote specific products to those customers most likely to buy them, and to
determine which products a specific customer is most likely to purchase. This can help to improve the ratio of
revenue to marketing costs.
In addition to these features, Web analytics may include tracking the clickthrough and drilldown behavior of
customers within the Web site, determining the sites from which customers most often arrive, and
communicating with browsers to track and analyze online behavior. The results of Web analytics are provided
in the form of tables, charts, and graphs.
A generic term meaning the study of the impact of a website on its users. E-commerce companies often
use Web analytics software to measure such concrete details as how many people visited their site, how
many of those visitors were unique vistors, how they came to the site (i.e., if they followed a link to get to
the site or came there directly), what keywords they searched with on the site's search engine, how long
they stayed on a given page or on the entire site, what links they clicked on and when they left the site.
Web analytic software can also be used to monitor whether or not a site's pages are working properly.
With this information, Web site administrators can determine which areas of the site are popular and
which areas of the site do not get traffic and can then use this data to streamline a site to create a better
user experience.
It’s just the numbers that relate to the online aspects
of your business or organisation!
It extends beyond your website(s) to advertising,
social media, inbound links, etc.
It’s not only Google Analytics….
Why is it important/useful?
Some Examples
• Which keywords are the most searched/most competitive in your sector?
• Which Adwords campaigns are actually converting profitably?
• Are people finding the information on my site that they’re looking for?
• Do visitors click on the things that you want/expect them to?
• Do people actually engage with your social media content?
• Have your key competitors got better inbound links than you?
• How do people find your website?
• Which pages on your site encourage conversation?
• How do your competitors get higher rankings in the search engines?
Different Analytics Types
3 Broad Categories of Tools
External
Perceptions
on the Internet
(Chrome SEO)
Performance vs.
Competition &
Market (WebCEO)
On-site Metrics
Tools
(Google Analytics)
Measuring your In-site Performance
Web Server Logs
Web Server Logs
• Solid basic statistics
• Level of analysis is dependent on the interface available at the
hoster
• Based on activity that can be measured by a web server only
• Doesn’t measure activity as seen by the user of the website
• Unable to identify many of the off-site attributes that can be
tracked by analytics software
Google Analytics Dashboard
Google Analytics & Others
Standard Stuff
• Analysing Page Traffic
• Identifying Traffic Sources
• Measuring traffic by keyword
• Monitoring Bounce Rates
• Identifying seasonality/events
• Traffic geolocation
• Measuring engagement level
• Identifying long-term trends
Cleverer Stuff
• Link Analytics & Adwords
• Measure Specific Goals
• Track Conversions (ecomm)
• Create Filters
• Track traffic by activity
• Page Overlays
• Benchmarking
• Automate custom reporting
Measuring your External Content
Perception
YouTube Analytics
YouTube Analytics
Facebook Insights
Heat Mapping
Normal View
Heat Mapping
‘Confetti’ View
Webmaster Tools
Free Training + Free Lunch = Form-Filling!
Measuring your Market Performance
& Competitors
Possible Metrics
• Search Engine Rankings
• Inbound Links
• Page Optimisation Analysis
• Bookmarks
• Page Load Speeds
• Readability Level
• Age of Domain
• Sitemap/Robot file Presence
?
The FREE Stuff
(Browser Plugins)
The FREE Stuff
Issues
• Internet Explorer doesn’t usually accept plugins of this kind
• Different plugins for Chrome & Firefox
• Great for snapshots and quick ‘sneaks’, but not for proper
analysis or performance over time
• Some of the data is not as robust as it seems
• Not effective for looking at rankings, keyword analysis or
linking
The Paid Stuff
(SEO Software)
The Paid Stuff
Issues
Pro’s
• Generally robust data
• Feature-set usually includes
rankings, keywords, backlinks
& page analysis as a min.
• Good for comp. comparison
• Can track results over time
• One-time report set-up
Con’s
• Costs – typically £200/250 for
software and then annual
update fees on top
• The fuller-featured tools tend
to have a steeper learning
curve
• Separate software setup and
use
• Reports can tie-up connections
for long periods
LUNCH!
Social Media Monitoring/Metrics!
Social Media Monitoring/Metrics
Social Media Monitoring
Let’s have some fun with social
media analytics!
A Short Exercise
Which types of metrics would be of most use
to your specific business/organisation?
Google Analytics – A Reminder
Google Analytics & Others
Standard Stuff
• Analysing Page Traffic
• Identifying Traffic Sources
• Measuring traffic by keyword
• Monitoring Bounce Rates
• Identifying seasonality/events
• Traffic geolocation
• Measuring engagement level
• Identifying long-term trends
Cleverer Stuff
• Link Analytics & Adwords
• Measure Specific Goals
• Track Conversions (ecomm)
• Create Filters
• Track traffic by activity
• Page Overlays
• Benchmarking
• Automate custom reporting
Setting It Up…..
1. Set up a Google account
2. Go to Account Settings
3. Add Analytics to your account
4. Copy the code snippet into the <head> section of your site
or send it to your agency/designer to add
5. Wait a few hours and then watch your data appear!
Google Analytics – Live Demo
Google Analytics – Q & A
Browser Plugins – Live Demo
Browser Plugins – Q & A
SEO Analytics Software – Live Demo
SEO Analytics Software – Q & A
How to Use Web Analytics
Can you find the following?
• Which keywords are the most searched/most competitive in your sector?
• Which Adwords campaigns are actually converting profitably?
• Are people finding the information on my site that they’re looking for?
• Do visitors click on the things that you want/expect them to?
• Do people actually engage with your social media content?
• Have your key competitors got better inbound links than you?
• How do people find your website?
• Which pages on your site encourage conversation?
• How do your competitors get higher rankings in the search engines?
Final Thoughts
• Use only the analytical tools that relate directly to your objectives
• Don’t be afraid to pay for the right tools – they’ll save you money
• When using on-site analytics, focus on a limited set of relevant
metrics and investigate others by exception
• Remember that browser plugins are just rough ‘snapshots’
• Don’t use your own browser to measure rankings!
• Always link Adwords and Analytics accounts
• Remember that, without the metrics, you’re flying blind online….
That’s all, folks!

More Related Content

What's hot

Click2serere
Click2serereClick2serere
Click2serere
click2serere
 
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
Insurance Technologies Corporation (ITC)
 
Geary LSF University Presents: Analytics Basics
Geary LSF University Presents: Analytics BasicsGeary LSF University Presents: Analytics Basics
Geary LSF University Presents: Analytics Basics
Katie Fellenz
 
Understanding your Audience Through Numbers
Understanding your Audience Through NumbersUnderstanding your Audience Through Numbers
Understanding your Audience Through Numbers
Tom Freestone
 
Ei Presentation on analytics
Ei Presentation on analyticsEi Presentation on analytics
Ei Presentation on analytics
Lar Veale
 
Google Analytics for Marketers and Dummies
Google Analytics for Marketers and DummiesGoogle Analytics for Marketers and Dummies
Google Analytics for Marketers and Dummies
pointit
 
Web Analytics 101 - ChicagoCOUNTS
Web Analytics 101 - ChicagoCOUNTSWeb Analytics 101 - ChicagoCOUNTS
Web Analytics 101 - ChicagoCOUNTS
Keidra Chaney
 
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoekWeb Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
E-Nor
 
Web analytics
Web analyticsWeb analytics
Web analytics
Paul DeBernardi
 
SEO Proposal Sample
SEO Proposal SampleSEO Proposal Sample
SEO Proposal Sample
Ian Lurie
 
What is search engine optimization
What is search engine optimizationWhat is search engine optimization
What is search engine optimization
submissionlist
 
Seo workshop presentation june
Seo workshop presentation juneSeo workshop presentation june
Seo workshop presentation june
Arrow Internet Marketing
 
SEO Presentation
SEO PresentationSEO Presentation
SEO Presentation
RAJU MAKWANA
 
Advanced Site Architecture And Product Feed SEO
Advanced Site Architecture And Product Feed SEOAdvanced Site Architecture And Product Feed SEO
Advanced Site Architecture And Product Feed SEO
auexpo Conference
 
Web Analytics 101
Web Analytics 101Web Analytics 101
Web Analytics 101
Marqui CMS
 
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialSEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
Deep Mehta
 
SEO presentation
SEO presentationSEO presentation
SEO presentation
arniontech
 
State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1
EAG
 
Is Your Website Being Found?
Is Your Website Being Found?Is Your Website Being Found?
Is Your Website Being Found?
Ulistic Inc.
 
Google analytics concepts introduction
Google analytics concepts introductionGoogle analytics concepts introduction
Google analytics concepts introduction
D Balaji
 

What's hot (20)

Click2serere
Click2serereClick2serere
Click2serere
 
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
 
Geary LSF University Presents: Analytics Basics
Geary LSF University Presents: Analytics BasicsGeary LSF University Presents: Analytics Basics
Geary LSF University Presents: Analytics Basics
 
Understanding your Audience Through Numbers
Understanding your Audience Through NumbersUnderstanding your Audience Through Numbers
Understanding your Audience Through Numbers
 
Ei Presentation on analytics
Ei Presentation on analyticsEi Presentation on analytics
Ei Presentation on analytics
 
Google Analytics for Marketers and Dummies
Google Analytics for Marketers and DummiesGoogle Analytics for Marketers and Dummies
Google Analytics for Marketers and Dummies
 
Web Analytics 101 - ChicagoCOUNTS
Web Analytics 101 - ChicagoCOUNTSWeb Analytics 101 - ChicagoCOUNTS
Web Analytics 101 - ChicagoCOUNTS
 
Web Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoekWeb Analytics Workshop - Verwijder die blinddoek
Web Analytics Workshop - Verwijder die blinddoek
 
Web analytics
Web analyticsWeb analytics
Web analytics
 
SEO Proposal Sample
SEO Proposal SampleSEO Proposal Sample
SEO Proposal Sample
 
What is search engine optimization
What is search engine optimizationWhat is search engine optimization
What is search engine optimization
 
Seo workshop presentation june
Seo workshop presentation juneSeo workshop presentation june
Seo workshop presentation june
 
SEO Presentation
SEO PresentationSEO Presentation
SEO Presentation
 
Advanced Site Architecture And Product Feed SEO
Advanced Site Architecture And Product Feed SEOAdvanced Site Architecture And Product Feed SEO
Advanced Site Architecture And Product Feed SEO
 
Web Analytics 101
Web Analytics 101Web Analytics 101
Web Analytics 101
 
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO TutorialSEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
SEO Training Course Online, Learn SEO, SEO for Beginners, Complete SEO Tutorial
 
SEO presentation
SEO presentationSEO presentation
SEO presentation
 
State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1
 
Is Your Website Being Found?
Is Your Website Being Found?Is Your Website Being Found?
Is Your Website Being Found?
 
Google analytics concepts introduction
Google analytics concepts introductionGoogle analytics concepts introduction
Google analytics concepts introduction
 

Viewers also liked

Marketing Analytics 101
Marketing Analytics 101Marketing Analytics 101
Marketing Analytics 101
Intelligent_ly
 
Web analytics Training Material
Web analytics Training MaterialWeb analytics Training Material
Web analytics Training Material
Subhash Malgam
 
Google Analytics 101 - Francis Skipper
Google Analytics 101 - Francis SkipperGoogle Analytics 101 - Francis Skipper
Google Analytics 101 - Francis Skipper
451 Marketing
 
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcmWeb Analytics 101 - Ned Poulter @MMUBS #dsmmcm
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm
Ned Poulter
 
Google Analytics Training September 2016
Google Analytics Training September 2016Google Analytics Training September 2016
Google Analytics Training September 2016
Noisy Little Monkey
 
Google Analytics Presentation
Google Analytics PresentationGoogle Analytics Presentation
Google Analytics Presentation
Diane Jones
 
Google Analytics 101
 Google Analytics 101  Google Analytics 101
Google Analytics 101
Digital AdDoctor
 
Web analytics 101: Web Metrics
Web analytics 101: Web MetricsWeb analytics 101: Web Metrics
Web analytics 101: Web Metrics
Society_Consulting
 
Combining Methods: Web Analytics and User Research
Combining Methods: Web Analytics and User ResearchCombining Methods: Web Analytics and User Research
Combining Methods: Web Analytics and User Research
User Intelligence
 
How To Mesure And Optimise Your Roi Using Web Analytics Google
How To Mesure And Optimise Your Roi Using Web Analytics GoogleHow To Mesure And Optimise Your Roi Using Web Analytics Google
How To Mesure And Optimise Your Roi Using Web Analytics Google
2tique
 
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs WebtrendsWeb Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
Aman Sandhu
 
Web Analytics Maturity Model
Web Analytics Maturity ModelWeb Analytics Maturity Model
Web Analytics Maturity Model
Stéphane Hamel
 
Web Analytics 101 & Career Advice
Web Analytics 101 & Career AdviceWeb Analytics 101 & Career Advice
Web Analytics 101 & Career Advice
Alex Cohen
 
Web Analytics Tools Comparison
Web Analytics Tools ComparisonWeb Analytics Tools Comparison
Web Analytics Tools Comparison
Tim Wilson
 

Viewers also liked (14)

Marketing Analytics 101
Marketing Analytics 101Marketing Analytics 101
Marketing Analytics 101
 
Web analytics Training Material
Web analytics Training MaterialWeb analytics Training Material
Web analytics Training Material
 
Google Analytics 101 - Francis Skipper
Google Analytics 101 - Francis SkipperGoogle Analytics 101 - Francis Skipper
Google Analytics 101 - Francis Skipper
 
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcmWeb Analytics 101 - Ned Poulter @MMUBS #dsmmcm
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm
 
Google Analytics Training September 2016
Google Analytics Training September 2016Google Analytics Training September 2016
Google Analytics Training September 2016
 
Google Analytics Presentation
Google Analytics PresentationGoogle Analytics Presentation
Google Analytics Presentation
 
Google Analytics 101
 Google Analytics 101  Google Analytics 101
Google Analytics 101
 
Web analytics 101: Web Metrics
Web analytics 101: Web MetricsWeb analytics 101: Web Metrics
Web analytics 101: Web Metrics
 
Combining Methods: Web Analytics and User Research
Combining Methods: Web Analytics and User ResearchCombining Methods: Web Analytics and User Research
Combining Methods: Web Analytics and User Research
 
How To Mesure And Optimise Your Roi Using Web Analytics Google
How To Mesure And Optimise Your Roi Using Web Analytics GoogleHow To Mesure And Optimise Your Roi Using Web Analytics Google
How To Mesure And Optimise Your Roi Using Web Analytics Google
 
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs WebtrendsWeb Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
Web Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends
 
Web Analytics Maturity Model
Web Analytics Maturity ModelWeb Analytics Maturity Model
Web Analytics Maturity Model
 
Web Analytics 101 & Career Advice
Web Analytics 101 & Career AdviceWeb Analytics 101 & Career Advice
Web Analytics 101 & Career Advice
 
Web Analytics Tools Comparison
Web Analytics Tools ComparisonWeb Analytics Tools Comparison
Web Analytics Tools Comparison
 

Similar to Web Analytics Training Course

Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
Sam shetty
 
Google analytics getting_started
Google analytics getting_startedGoogle analytics getting_started
Google analytics getting_started
Molly O'Kane
 
Website Optimization Using Google Analytics
Website Optimization Using Google AnalyticsWebsite Optimization Using Google Analytics
Website Optimization Using Google Analytics
Texas Association of Graduate Admissions Professionals
 
Workshop june
Workshop juneWorkshop june
Workshop june
Sam shetty
 
Vorian Agency - Google Analytics Seminar
Vorian Agency - Google Analytics SeminarVorian Agency - Google Analytics Seminar
Vorian Agency - Google Analytics Seminar
Matt Lynch
 
Online marketing workshop melbourne nov 13
Online marketing workshop   melbourne nov 13Online marketing workshop   melbourne nov 13
Online marketing workshop melbourne nov 13
Sam shetty
 
Seo Methodology & Process
Seo Methodology & ProcessSeo Methodology & Process
Seo Methodology & Process
Manindra Singh
 
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
Jay Berkowitz www.TenGoldenRules.com
 
Online Marketing workshop : Feb 2013
Online Marketing workshop : Feb 2013Online Marketing workshop : Feb 2013
Online Marketing workshop : Feb 2013
Sam shetty
 
Measuring Your Website Success - Analytics and more...
Measuring Your Website Success - Analytics and more...Measuring Your Website Success - Analytics and more...
Measuring Your Website Success - Analytics and more...
Key Multimedia Ltd
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist College
Stephen Lella
 
Web analytics basic
Web analytics basicWeb analytics basic
Web analytics basic
Learning-Catalyst
 
Internet Marketing for Start-Ups
Internet Marketing for Start-UpsInternet Marketing for Start-Ups
Internet Marketing for Start-Ups
Gerry Grant
 
Decworkshop
DecworkshopDecworkshop
Decworkshop
Sam shetty
 
Secrets of Your Competition - Competitive Intelligence
Secrets of Your Competition - Competitive IntelligenceSecrets of Your Competition - Competitive Intelligence
Secrets of Your Competition - Competitive Intelligence
bigfishresults
 
Suvabrata1.pptx
Suvabrata1.pptxSuvabrata1.pptx
Suvabrata1.pptx
Suvabrata2
 
Google Analytics
Google AnalyticsGoogle Analytics
Google Analytics
Shayan Shalileh
 
Website Analytics 101
Website Analytics 101Website Analytics 101
Analytics peresentation
Analytics peresentation Analytics peresentation
Analytics peresentation
Anetwork
 
Google Analytics Fundamentals
Google Analytics FundamentalsGoogle Analytics Fundamentals
Google Analytics Fundamentals
Jun Baranggan
 

Similar to Web Analytics Training Course (20)

Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
 
Google analytics getting_started
Google analytics getting_startedGoogle analytics getting_started
Google analytics getting_started
 
Website Optimization Using Google Analytics
Website Optimization Using Google AnalyticsWebsite Optimization Using Google Analytics
Website Optimization Using Google Analytics
 
Workshop june
Workshop juneWorkshop june
Workshop june
 
Vorian Agency - Google Analytics Seminar
Vorian Agency - Google Analytics SeminarVorian Agency - Google Analytics Seminar
Vorian Agency - Google Analytics Seminar
 
Online marketing workshop melbourne nov 13
Online marketing workshop   melbourne nov 13Online marketing workshop   melbourne nov 13
Online marketing workshop melbourne nov 13
 
Seo Methodology & Process
Seo Methodology & ProcessSeo Methodology & Process
Seo Methodology & Process
 
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strate...
 
Online Marketing workshop : Feb 2013
Online Marketing workshop : Feb 2013Online Marketing workshop : Feb 2013
Online Marketing workshop : Feb 2013
 
Measuring Your Website Success - Analytics and more...
Measuring Your Website Success - Analytics and more...Measuring Your Website Success - Analytics and more...
Measuring Your Website Success - Analytics and more...
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist College
 
Web analytics basic
Web analytics basicWeb analytics basic
Web analytics basic
 
Internet Marketing for Start-Ups
Internet Marketing for Start-UpsInternet Marketing for Start-Ups
Internet Marketing for Start-Ups
 
Decworkshop
DecworkshopDecworkshop
Decworkshop
 
Secrets of Your Competition - Competitive Intelligence
Secrets of Your Competition - Competitive IntelligenceSecrets of Your Competition - Competitive Intelligence
Secrets of Your Competition - Competitive Intelligence
 
Suvabrata1.pptx
Suvabrata1.pptxSuvabrata1.pptx
Suvabrata1.pptx
 
Google Analytics
Google AnalyticsGoogle Analytics
Google Analytics
 
Website Analytics 101
Website Analytics 101Website Analytics 101
Website Analytics 101
 
Analytics peresentation
Analytics peresentation Analytics peresentation
Analytics peresentation
 
Google Analytics Fundamentals
Google Analytics FundamentalsGoogle Analytics Fundamentals
Google Analytics Fundamentals
 

Recently uploaded

South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)
Academy of Science of South Africa
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
iammrhaywood
 
How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
Wahiba Chair Training & Consulting
 
MARY JANE WILSON, A “BOA MÃE” .
MARY JANE WILSON, A “BOA MÃE”           .MARY JANE WILSON, A “BOA MÃE”           .
MARY JANE WILSON, A “BOA MÃE” .
Colégio Santa Teresinha
 
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptxPengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Fajar Baskoro
 
Cognitive Development Adolescence Psychology
Cognitive Development Adolescence PsychologyCognitive Development Adolescence Psychology
Cognitive Development Adolescence Psychology
paigestewart1632
 
PIMS Job Advertisement 2024.pdf Islamabad
PIMS Job Advertisement 2024.pdf IslamabadPIMS Job Advertisement 2024.pdf Islamabad
PIMS Job Advertisement 2024.pdf Islamabad
AyyanKhan40
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Excellence Foundation for South Sudan
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
Katrina Pritchard
 
How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17
Celine George
 
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
สมใจ จันสุกสี
 
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptxPrésentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
siemaillard
 
Main Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docxMain Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docx
adhitya5119
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
RAHUL
 
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRMHow to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRM
Celine George
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
heathfieldcps1
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
Nguyen Thanh Tu Collection
 
Liberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdfLiberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdf
WaniBasim
 
The Diamonds of 2023-2024 in the IGRA collection
The Diamonds of 2023-2024 in the IGRA collectionThe Diamonds of 2023-2024 in the IGRA collection
The Diamonds of 2023-2024 in the IGRA collection
Israel Genealogy Research Association
 
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental DesignDigital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
amberjdewit93
 

Recently uploaded (20)

South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)South African Journal of Science: Writing with integrity workshop (2024)
South African Journal of Science: Writing with integrity workshop (2024)
 
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptxNEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
 
How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
 
MARY JANE WILSON, A “BOA MÃE” .
MARY JANE WILSON, A “BOA MÃE”           .MARY JANE WILSON, A “BOA MÃE”           .
MARY JANE WILSON, A “BOA MÃE” .
 
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptxPengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
 
Cognitive Development Adolescence Psychology
Cognitive Development Adolescence PsychologyCognitive Development Adolescence Psychology
Cognitive Development Adolescence Psychology
 
PIMS Job Advertisement 2024.pdf Islamabad
PIMS Job Advertisement 2024.pdf IslamabadPIMS Job Advertisement 2024.pdf Islamabad
PIMS Job Advertisement 2024.pdf Islamabad
 
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingYour Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
 
BBR 2024 Summer Sessions Interview Training
BBR  2024 Summer Sessions Interview TrainingBBR  2024 Summer Sessions Interview Training
BBR 2024 Summer Sessions Interview Training
 
How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17How to Make a Field Mandatory in Odoo 17
How to Make a Field Mandatory in Odoo 17
 
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
คำศัพท์ คำพื้นฐานการอ่าน ภาษาอังกฤษ ระดับชั้น ม.1
 
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptxPrésentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
 
Main Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docxMain Java[All of the Base Concepts}.docx
Main Java[All of the Base Concepts}.docx
 
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPLAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UP
 
How to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRMHow to Manage Your Lost Opportunities in Odoo 17 CRM
How to Manage Your Lost Opportunities in Odoo 17 CRM
 
The basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptxThe basics of sentences session 6pptx.pptx
The basics of sentences session 6pptx.pptx
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
BÀI TẬP BỔ TRỢ TIẾNG ANH 8 CẢ NĂM - GLOBAL SUCCESS - NĂM HỌC 2023-2024 (CÓ FI...
 
Liberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdfLiberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdf
 
The Diamonds of 2023-2024 in the IGRA collection
The Diamonds of 2023-2024 in the IGRA collectionThe Diamonds of 2023-2024 in the IGRA collection
The Diamonds of 2023-2024 in the IGRA collection
 
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental DesignDigital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
 

Web Analytics Training Course

  • 1. Web Analytics Training Day Welcome!
  • 2. First…… A Little Quiz to Test Your Internet Marketing Knowledge
  • 3. Your Host for Today! • Andy Atkins » MD of Web Kinetics & Lead Internet Marketer at MBL Solutions » 10+ years experience in online marketing
  • 4. Objectives for Today • To understand the scope of web analytics and be able to select the elements that are important to your organisation, including those not included in most analytics packages • To acquire the knowledge required to use analytics tools and to understand your visitors – where they come from, what they do on the site, where they go, why they leave? • To enhance internal skillsets to the point that web analytics tasks can be managed internally or that direction can be given to external agencies. • Fundamentally, to be able to use online performance data to focus business growth efforts or cost management activities.
  • 5. What Metrics do You Use Right Now?
  • 6. What Would You Like to Know?
  • 7. The Agenda • What are web analytics? • Why are they useful? • Site-focused analytics • Market-focused analytics • How to use analytics packages • Some group work, practicals ….. and some trade secrets!
  • 8. Why are you here?
  • 9. What do you Use at the Moment?
  • 11. Web Analytics – What are they? Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends.Web analytics is often used as part of customer relationship management analytics (crm analytics). The analysis can include determining the likelihood that a given customer will repurchase a product after having purchased it in the past, personalizing the site to customers who visit it repeatedly, monitoring the dollar volume of purchases made by individual customers or by specific groups of customers, observing the geographic regions from which the most and the least customers visit the site and purchase specific products, and predicting which products customers are most and least likely to buy in the future. The objective is to promote specific products to those customers most likely to buy them, and to determine which products a specific customer is most likely to purchase. This can help to improve the ratio of revenue to marketing costs. In addition to these features, Web analytics may include tracking the clickthrough and drilldown behavior of customers within the Web site, determining the sites from which customers most often arrive, and communicating with browsers to track and analyze online behavior. The results of Web analytics are provided in the form of tables, charts, and graphs. A generic term meaning the study of the impact of a website on its users. E-commerce companies often use Web analytics software to measure such concrete details as how many people visited their site, how many of those visitors were unique vistors, how they came to the site (i.e., if they followed a link to get to the site or came there directly), what keywords they searched with on the site's search engine, how long they stayed on a given page or on the entire site, what links they clicked on and when they left the site. Web analytic software can also be used to monitor whether or not a site's pages are working properly. With this information, Web site administrators can determine which areas of the site are popular and which areas of the site do not get traffic and can then use this data to streamline a site to create a better user experience.
  • 12. It’s just the numbers that relate to the online aspects of your business or organisation! It extends beyond your website(s) to advertising, social media, inbound links, etc. It’s not only Google Analytics….
  • 13. Why is it important/useful? Some Examples • Which keywords are the most searched/most competitive in your sector? • Which Adwords campaigns are actually converting profitably? • Are people finding the information on my site that they’re looking for? • Do visitors click on the things that you want/expect them to? • Do people actually engage with your social media content? • Have your key competitors got better inbound links than you? • How do people find your website? • Which pages on your site encourage conversation? • How do your competitors get higher rankings in the search engines?
  • 15. 3 Broad Categories of Tools External Perceptions on the Internet (Chrome SEO) Performance vs. Competition & Market (WebCEO) On-site Metrics Tools (Google Analytics)
  • 16. Measuring your In-site Performance
  • 18. Web Server Logs • Solid basic statistics • Level of analysis is dependent on the interface available at the hoster • Based on activity that can be measured by a web server only • Doesn’t measure activity as seen by the user of the website • Unable to identify many of the off-site attributes that can be tracked by analytics software
  • 20. Google Analytics & Others Standard Stuff • Analysing Page Traffic • Identifying Traffic Sources • Measuring traffic by keyword • Monitoring Bounce Rates • Identifying seasonality/events • Traffic geolocation • Measuring engagement level • Identifying long-term trends Cleverer Stuff • Link Analytics & Adwords • Measure Specific Goals • Track Conversions (ecomm) • Create Filters • Track traffic by activity • Page Overlays • Benchmarking • Automate custom reporting
  • 21. Measuring your External Content Perception
  • 22.
  • 25.
  • 27.
  • 28.
  • 31.
  • 33. Free Training + Free Lunch = Form-Filling!
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. Measuring your Market Performance & Competitors
  • 39. Possible Metrics • Search Engine Rankings • Inbound Links • Page Optimisation Analysis • Bookmarks • Page Load Speeds • Readability Level • Age of Domain • Sitemap/Robot file Presence ?
  • 41. The FREE Stuff Issues • Internet Explorer doesn’t usually accept plugins of this kind • Different plugins for Chrome & Firefox • Great for snapshots and quick ‘sneaks’, but not for proper analysis or performance over time • Some of the data is not as robust as it seems • Not effective for looking at rankings, keyword analysis or linking
  • 42. The Paid Stuff (SEO Software)
  • 43. The Paid Stuff Issues Pro’s • Generally robust data • Feature-set usually includes rankings, keywords, backlinks & page analysis as a min. • Good for comp. comparison • Can track results over time • One-time report set-up Con’s • Costs – typically £200/250 for software and then annual update fees on top • The fuller-featured tools tend to have a steeper learning curve • Separate software setup and use • Reports can tie-up connections for long periods
  • 46.
  • 49. Let’s have some fun with social media analytics!
  • 50.
  • 51. A Short Exercise Which types of metrics would be of most use to your specific business/organisation?
  • 52. Google Analytics – A Reminder
  • 53. Google Analytics & Others Standard Stuff • Analysing Page Traffic • Identifying Traffic Sources • Measuring traffic by keyword • Monitoring Bounce Rates • Identifying seasonality/events • Traffic geolocation • Measuring engagement level • Identifying long-term trends Cleverer Stuff • Link Analytics & Adwords • Measure Specific Goals • Track Conversions (ecomm) • Create Filters • Track traffic by activity • Page Overlays • Benchmarking • Automate custom reporting
  • 54. Setting It Up….. 1. Set up a Google account 2. Go to Account Settings 3. Add Analytics to your account 4. Copy the code snippet into the <head> section of your site or send it to your agency/designer to add 5. Wait a few hours and then watch your data appear!
  • 55. Google Analytics – Live Demo
  • 57. Browser Plugins – Live Demo
  • 59. SEO Analytics Software – Live Demo
  • 61. How to Use Web Analytics
  • 62. Can you find the following? • Which keywords are the most searched/most competitive in your sector? • Which Adwords campaigns are actually converting profitably? • Are people finding the information on my site that they’re looking for? • Do visitors click on the things that you want/expect them to? • Do people actually engage with your social media content? • Have your key competitors got better inbound links than you? • How do people find your website? • Which pages on your site encourage conversation? • How do your competitors get higher rankings in the search engines?
  • 63. Final Thoughts • Use only the analytical tools that relate directly to your objectives • Don’t be afraid to pay for the right tools – they’ll save you money • When using on-site analytics, focus on a limited set of relevant metrics and investigate others by exception • Remember that browser plugins are just rough ‘snapshots’ • Don’t use your own browser to measure rankings! • Always link Adwords and Analytics accounts • Remember that, without the metrics, you’re flying blind online….