Many eCommerce sites fail to achieve their goals through web analytics because they select the wrong key performance indicators (KPIs) that do not directly relate to improving outcomes. Common mistakes include choosing interesting metrics without understanding how they provide insights or enable decision making. To establish effective KPIs, sites should start by defining goals, then identify the insights and decisions needed to achieve those goals, and select data sources accordingly. A cross-functional team with web analytics expertise is also important to properly interpret data and link it to goals through a methodical process of testing and refinement.
Customers seeking product support don’t want to browse your site, engage with your content, or contact you. Stop using marketing success indicators for your support content. Attendees will learn how to:
Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
From Misunderstood to Celebrated: How to Make Executives Care About Digital A...Jacques Warren
Presentation I gave in London in 2010 at the Webtrends Engage event. Often hearing digital analysts complain that nobody seems to care about their reports, I tackle two fundamental causes: lack of understanding of business performance measurement by analysts, and use of jargon.
Maturing from Conversion Optimisation to Business Optimisation - Paul Rouke f...PRWD
In this presentation at Measurefest 2017, PRWD Founder Paul Rouke explains why PRWD 1st created a Maturity Model for Conversion Optimisation, followed by demonstrated a case study of how the Maturity Model has being integral in helping a business mature from simple A/B testing to having an experimentation and customer centric mindset
Customers seeking product support don’t want to browse your site, engage with your content, or contact you. Stop using marketing success indicators for your support content. Attendees will learn how to:
Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
From Misunderstood to Celebrated: How to Make Executives Care About Digital A...Jacques Warren
Presentation I gave in London in 2010 at the Webtrends Engage event. Often hearing digital analysts complain that nobody seems to care about their reports, I tackle two fundamental causes: lack of understanding of business performance measurement by analysts, and use of jargon.
Maturing from Conversion Optimisation to Business Optimisation - Paul Rouke f...PRWD
In this presentation at Measurefest 2017, PRWD Founder Paul Rouke explains why PRWD 1st created a Maturity Model for Conversion Optimisation, followed by demonstrated a case study of how the Maturity Model has being integral in helping a business mature from simple A/B testing to having an experimentation and customer centric mindset
How to find data insights that will drive a 10X impact Optimizely
Your product is the most important influence on your user experience and lifetime value. The ability to continually learn from your product changes and maximize your outcomes is a critical indicator of driving revenue for your business. Don't be complacent with incremental changes, learn how to find insights that will drive a 10x impact for your business.
Hear from Tanner McGrath, Head of Product Analytics, and Bilal Mahmood, Head of Product from Amplitude cover:
- Using your product as the influencer for your user’s experience and lifetime value.
- Learning from your product changes and maximize your outcomes to drive revenue for your business
- Finding insights that will drive a 10x impact for your business
How to Create a Web Analytics Measurement Plan - StrategyRyan Stewart
For more information, please visit us on the web: http://webris.org/services/web-analytics
Without a good grasp on your company's data, you are operating blind.
Think about it - how can you make effective decisions without the proper information?
Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues.
Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels.
Before you can tag your website, you need to know WHAT to tag.
A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags.
This slideshow shows you how to create a web analytics measurement plan.
There is so much data, and so many metrics out there it can feel overwhelming when trying to decide how to measure the growth of your business.
In this SlideShare, we walk through the frameworks and concepts that will help you measure and grow your startup to success.
Test & Learn: Automation & Experimentation - In-Depth Discussion on Data-Driv...Optimizely
Across the web, businesses are competing for user attention and loyalty in marketplaces that are constantly growing and evolving. In this fast moving environment, being data-driven in improving customer experience is the only way to reliably get and stay ahead of the competition. This is easier said than done - issues of what to focus on next and whether your work is improving business outcomes inevitably arise. Acting quickly and acting with confidence can sometimes be at odds with each other. In this session, Chrix Finne (VP of Product - Heap) and Matt Gomes (Director of Marketing - Opploans) discuss how Opploans approaches these challenges and more.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
From Optimiser to Consultant: How to Remain Relevant as an SEO PractitionerBoom Online Marketing
In today's ever-changing digital marketing environment with sheer amount of skills needed to succeed at modern SEO it's important to review your knowledge you need and bring disciplines such as SEO & PPC together to get better results.
Author: Ben Wood, Strategy Director - Hallam Agency
Feature Prioritization Techniques for an Agile PMs by Microsoft PMProduct School
Main takeaways:
-PMs don't need a lot of data points to prioritize the features for the upcoming sprint. They just need to identify the relevant one's.
-PMs should be skilled to strike the balance between agility in making decisions and accuracy of perceived outcomes
-PMs should be able to prioritize the feature requests with minimum data points available and optimum techniques
"Customer Success: Don't Make These 5 Mistakes. I Did" at SaaStr Annual 2016saastr
Annie Tsai, Chief Customer Officer at DoubleDutch, shares her top 5 customer success mistakes and how you can avoid them at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
MeasureFest November 2017 - 10 tips to make your reporting days easierRachel Mepham
10 tips to make your reporting days easier - This presentation looks at tips, approaches and tools to help your digital reporting needs. Take a look at data from a different perspective and help improve results.
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
How to find data insights that will drive a 10X impact Optimizely
Your product is the most important influence on your user experience and lifetime value. The ability to continually learn from your product changes and maximize your outcomes is a critical indicator of driving revenue for your business. Don't be complacent with incremental changes, learn how to find insights that will drive a 10x impact for your business.
Hear from Tanner McGrath, Head of Product Analytics, and Bilal Mahmood, Head of Product from Amplitude cover:
- Using your product as the influencer for your user’s experience and lifetime value.
- Learning from your product changes and maximize your outcomes to drive revenue for your business
- Finding insights that will drive a 10x impact for your business
How to Create a Web Analytics Measurement Plan - StrategyRyan Stewart
For more information, please visit us on the web: http://webris.org/services/web-analytics
Without a good grasp on your company's data, you are operating blind.
Think about it - how can you make effective decisions without the proper information?
Web analytics gives your business the power to see, think and act clearly. Having a good grasp on your data allows you to make better informed decisions about your marketing spend which will ultimately increase your top line revenues.
Before you can extract this data, you need to tag your analytics platform with the correct .javascript pixels.
Before you can tag your website, you need to know WHAT to tag.
A web analytics measurement plan outlines the goals, business objectives and key performance indicators that you need in order to translate them into tags.
This slideshow shows you how to create a web analytics measurement plan.
There is so much data, and so many metrics out there it can feel overwhelming when trying to decide how to measure the growth of your business.
In this SlideShare, we walk through the frameworks and concepts that will help you measure and grow your startup to success.
Test & Learn: Automation & Experimentation - In-Depth Discussion on Data-Driv...Optimizely
Across the web, businesses are competing for user attention and loyalty in marketplaces that are constantly growing and evolving. In this fast moving environment, being data-driven in improving customer experience is the only way to reliably get and stay ahead of the competition. This is easier said than done - issues of what to focus on next and whether your work is improving business outcomes inevitably arise. Acting quickly and acting with confidence can sometimes be at odds with each other. In this session, Chrix Finne (VP of Product - Heap) and Matt Gomes (Director of Marketing - Opploans) discuss how Opploans approaches these challenges and more.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
From Optimiser to Consultant: How to Remain Relevant as an SEO PractitionerBoom Online Marketing
In today's ever-changing digital marketing environment with sheer amount of skills needed to succeed at modern SEO it's important to review your knowledge you need and bring disciplines such as SEO & PPC together to get better results.
Author: Ben Wood, Strategy Director - Hallam Agency
Feature Prioritization Techniques for an Agile PMs by Microsoft PMProduct School
Main takeaways:
-PMs don't need a lot of data points to prioritize the features for the upcoming sprint. They just need to identify the relevant one's.
-PMs should be skilled to strike the balance between agility in making decisions and accuracy of perceived outcomes
-PMs should be able to prioritize the feature requests with minimum data points available and optimum techniques
"Customer Success: Don't Make These 5 Mistakes. I Did" at SaaStr Annual 2016saastr
Annie Tsai, Chief Customer Officer at DoubleDutch, shares her top 5 customer success mistakes and how you can avoid them at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
MeasureFest November 2017 - 10 tips to make your reporting days easierRachel Mepham
10 tips to make your reporting days easier - This presentation looks at tips, approaches and tools to help your digital reporting needs. Take a look at data from a different perspective and help improve results.
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
5 KPIs to Track Your SEO Performance.pdfWhiteBunnie
A key performance indicator (KPI) is a metric that is used to track and measure your progress towards a certain objective. Business KPIs for SEO can vary by department and can be used to compare a company’s long-term performance to its own goals and industry benchmarks.
5 KPIs to Track Your SEO Performance.pdfWhiteBunnie
A key performance indicator (KPI) is a metric that is used to track and measure your progress towards a certain objective. Business KPIs for SEO can vary by department and can be used to compare a company’s long-term performance to its own goals and industry benchmarks.
The seminar is aimed at Managing Directors, Marketing Directors & Managers looking to use online platforms and techniques to grow their business.
Due to the overriding success of last year's seminar, the Generate UK Online Marketing Extravaganza 2011 is back to provide you with all the latest online marketing information and techniques to help re-energise your strategy and optimise your business performance.
The agenda is packed with useful presentations which will help you develop an integrated approach to online marketing using the newest technology and best practices.
SEO 101 for Venues: Key Learnings from 25 Website Audits in 4 WeeksEtix
When our in-house Lead SEO Specialist, Erika, pitched the idea of completing an SEO Audit Marathon, the first reaction from the rest of the team was obviously “challenge accepted.”
Rockhouse’s SEO Specialists got to work, and by the 4 week mark, all 25 participating clients received beautifully packaged and actionable SEO Audits in their inboxes. As we reflected on our key findings, we realized that we had developed best practices that could drive impact on ticket sales for anyone in the entertainment industry .
Actionable vs Vanity Metrics: Are you measuring the right one?Ambassador
Many online businesses understand the importance of analyzing metrics, but how do we know what is actually effecting the changes we observe? Find out how!
A/B Mythbusters: Common Optimization Objections DebunkedOptimizely
For every $92 marketers spend to drive traffic to their website, only $1 is spent on optimizing the experiences visitors encounter when they get there. But with the proven benefits of testing, why aren’t more companies spending on optimization? We’ve compiled a list of common objections to testing and asked digital marketers what they have to say about them.
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Manos Kalaitzakis presented his slidedeck "A Crash Course In Developing An Online Marketing Strategy For SEO".
From Search to Transaction: How to Master the Customer ExperienceBotify
When it comes to purchases, two things are critical: driving visitors to your website and ensuring a positive experience once they’re there. In this joint webinar, Petra Kis-Herczegh, SEO Solutions Consultant at Botify is joined by Hamish Bones of customer experience optimisation experts, AB Tasty. Learn how to create the most relevant, optimised journey from discovery through to transaction.
What are top industry experts saying about privacy regulations, the future of digital analytics, and improving data quality?
What are other leading analytics teams doing to foster success?
What strategies can you implement to improve your analytics implementations?
Answers to these questions help analysts and organizations improve their data quality to create better user experiences, expand their brand influence, and increase revenue.
The best part, you can find answers in this ebook from leaders like James McCormick from Forrester, Adam Greco and Michele Kiss from Analytics Demystified, Krista Seiden from Quantcast, and many others. You will also gain insights from other analytics teams who have shared their personal tips and tricks to hack the analytics problems analysts face daily. You’ll discover how to:
Implement strategies to put the customer first to create better user experiences.
How to improve your data intelligence maturity to increase ROI.
Getting executive buy-in to increase the importance of data quality within your organization.
And so much more.
Whether you’re creating a blog post or landing page, the ultimate aim is to convert your website visitors into customers
Now, the big question is: how do you ensure your website visitors take the actions you want them to take?
There are a lot of amazing (and some not-so-amazing) tips out there, but at the end of the day, it’s all about one thing: conversion optimization.
Whether you’re getting great results or poor results, conversion optimization is a must: testing, analyzing and optimizing will ultimately lead to better results – and there’s always room for improvement when it comes to sales and conversions.
To improve your conversions, you have to outline a strategy that will guide your tasks. Rather than throwing everything at the wall and hoping something will stick, using a strategy to guide you along the way can help you get more hits than misses.
This is true of all types of marketing strategies, but it’s especially important when performing conversion optimization tactics; that’s because conversion optimization requires a lot of testing and a lot different steps.
For example, if you want to generate more downloads for an e-book you’re offering on your site, then you’ll want to optimize your e-book landing page. With a clear strategy in place, you can make sure you’re testing and analysing all the different elements from your landing page, from its design to the shape and colour of your call to action button and to your copy.
New Explore Careers and College Majors 2024.pdfDr. Mary Askew
Explore Careers and College Majors is a new online, interactive, self-guided career, major and college planning system.
The career system works on all devices!
For more Information, go to https://bit.ly/3SW5w8W
This comprehensive program covers essential aspects of performance marketing, growth strategies, and tactics, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, and more
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide.
www.nidmindia.com
The Impact of Artificial Intelligence on Modern Society.pdfssuser3e63fc
Just a game Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?
Exploring Career Paths in Cybersecurity for Technical CommunicatorsBen Woelk, CISSP, CPTC
Brief overview of career options in cybersecurity for technical communicators. Includes discussion of my career path, certification options, NICE and NIST resources.
Exploring Career Paths in Cybersecurity for Technical Communicators
Why KPIs Often Fail
1. Why Web Analytics Key Performance Indicators Often Fail
By Lindsey Anderson
Almost all eCommerce sites share at least one common goal. They want to improve the customer
experience, increase revenue, improve customer retention, increase the ROI on their advertising and
marketing expenditures, provide the product information their customers want, and/or understand
who their customers are and why they buy.
Since you cannot manage what you cannot measure, most eCommerce sites have a web analytics
package to help them measure site performance. Many of these sites have identified certain site
measurements, like the number of new visitors, as Key Performance Indicators (KPIs). Most web
analytics packages, through the creation of dashboards, encourage the anointment of various
measurements as KPIs.
However, many sites are finding that their KPIs aren't helping them achieve their site goals. An
indicator of this failure is the large number of users who have stopped using their web analytics
package altogether. Jason Burby1
, a ClickZ columnist, reports that a company spending over
$150,000 per month on its analytics tool had, at installation, set up over 50 user accounts. But when
analyzing who was actually using the package, Jason found over 85 percent of those users hadn't
used the tool in over six months. This is not unusual.
So why are web analytics KPIs failing to support site goals? There are several reasons but the main
one is because there is no automatic, direct connection between KPIs and site goals. Web analytics
provides data. Someone has to look at that data and have an insight that leads to a decision that will
positively affect site goals. The missing links are insight and decision-making.
Far too many sites look at some available reports, identify some interesting data and declare it a Key
Performance Indicator without giving enough thought to what insights the data provides and how
those insights might enable decision making. At first, site managers will look at these KPIs on a
regular basis, but as other business pressures mount, they start looking at these KPIs less and less
until they are only occasionally viewed.
These site managers have picked the wrong KPIs. Bottom line, if it doesn't have an impact on your
performance, it is not a Key Performance Indicator. What site managers should do when establishing
KPIs is look beyond what data appears interesting and identify what insights the data provides and
what kind of decisions that insight impacts.
The reason many sites don't do this is because it is very difficult. Web analytics packages generate
an overwhelming amount of data and site personnel have limited experience interpreting the data.
The link from data to insight is not always obvious. Establishing this link requires a special skill set,
a facility with detailed data and a strategic vision, which aren’t usually found together in the same
individual.
Web analytics is relatively new and site personnel are still feeling their way. People aren't getting
enough training on how to use their web analytics package or on how to interpret the data.
2. Experienced, knowledgeable web analytics specialists who already have the training are scarce and
consequently are hard to find and expensive to hire.
There are other challenges to establishing KPIs. You can only make effective decisions if you have
the right data. This reflects the old adage, garbage in, garbage out. Unfortunately, many sites were
not properly set up initially for web analytics. By its very nature, installation comes at the very
beginning when site managers know the least on how web analytics can help achieve their site's
goals. It is easy to make mistakes during installation about what data to collect.
Furthermore, what is important to one person may not be important to another. Web analytics KPIs
don't come in one-size-fits-all. Different functions on the site have different goals and consequently
need different KPIs.
Another challenge is that there are positive and negative site goals and consequently positive and
negative KPIs. Increasing revenue and customer retention are examples of positive goals; things you
want your site to achieve. But most sites also have negative goals; things they don't want to happen.
They don't want customers to submit an order and not have the order confirmation page load. So
sites need negative KPIs or red flags as well as positive KPIs. These are like the oil light in your car
dashboard. As long as it is not lit you don't pay any attention to it, but as soon as it lights up, you
focus on it immediately.
Does every site need KPIs? A static web site probably doesn't need any positive KPIs because very
little is changing over time. But even a static website needs red flags to minimize system failure.
Dynamic sites, on the other hand, need both positive and negative KPIs because the site is constantly
changing.
Change highlights the value of KPIs. It's all about driving performance. The key to improving
performance is trying new things. Leading site managers are constantly testing new ideas and using
KPIs to determine what works and what doesn't.
Working with web analytics is difficult; so how can you avoid failing KPIs? Start by acknowledging
that it is hard and follow this methodical approach:
Work backwards. Don't start with a report. Start with your goals in mind, both positive and
negative. What kind of decisions will you be making to achieve your goals? What kind of
insights do you need to make those decisions. Then what kind of data do you need to get
those insights?
Make it a team effort. This will help you address the skill disparity between detail and
strategy, but you still need a professional web analytics person on your team, either as a full
time employee or an outside consultant. You need their in-depth understanding of the data.
Make it a cross-functional team because different functions will need different KPIs.
3. Have regular team meetings and begin each meeting with a review of your site goals. This
will keep your goals on the top of everyone's mind on a day-to-day basis and thereby
stimulate creative thinking on matching KPIs to goals.
Don't start the installation process until you've clearly identified your goals and don't try to
do it all at once. Start small with just 2 or 3 goals and add more as you become more
experienced.
Make sure your team is trained on how to use the web analytics tool. Training shouldn't be a
one shot deal. Your team should get periodic refreshers that include insights into how to
interpret the data. As you do more advanced training, it should focus more on interpretation
and building the links to achieving site goals than on the mechanics of using the tool.
Create before and after reports on each site change you make. This will identify what you've
done and how it has affected the site, reinforcing the relationship between metrics and
outcomes.
While methodical, this process is hard work. But through it you should be able to establish 2 or 3
useful KPIs. Once you’ve had some success and understand the process for creating meaningful
KPIs, you'll find it easier to create additional ones.
Reference:
1. Sharing Web Analytics Insight Throughout an Organization by Jason Burby
(http://www.clickz.com/showPage.html?page=3568551)