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An Introduction To Web
Analytics
Zach Olsen
Remote Usability Testing
A/B, Multivariate Testing
Personalization
Two Sides To Web Analytics Jobs
Analyst
Create and maintain standardized reports
and dashboards
Identify traffic and conve...
Two Sides To Web Site Analysis
Marketing Optimization
Conversion rate by marketing channel - paid
search, display, retarge...
Business Objectives & Key Performance Indicators
Business Objective Action On Site/KPI
Reach revenue targets Sales
Expand ...
Where to start?
Get a website
Make one
Find a family member with one
Install Google Analytics
google: set up google analyt...
Thanks!
ByDataBeDriven.com
ZachOlsen.net
@zacholsen
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
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Introduction to Web Analytics - Zach Olsen Stukent Expert Session

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Zach Olsen, the digital analytics manager for Columbia Sportswear, shares his knowledge of analytics on this Stukent Expert Session. Learn which metrics should be tracked, and which tools you should use to help you better analyze your online marketing efforts.

Published in: Marketing
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Introduction to Web Analytics - Zach Olsen Stukent Expert Session

  1. 1. An Introduction To Web Analytics Zach Olsen
  2. 2. Remote Usability Testing
  3. 3. A/B, Multivariate Testing
  4. 4. Personalization
  5. 5. Two Sides To Web Analytics Jobs Analyst Create and maintain standardized reports and dashboards Identify traffic and conversion trends Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction Implementation Responsible for accurate reporting and tracking Like a programmer
  6. 6. Two Sides To Web Site Analysis Marketing Optimization Conversion rate by marketing channel - paid search, display, retargeting, affiliate, email, social Landing page improvements Optimize allocation of marketing budget User Experience The site is a machine, each page has a purpose Reduce friction, increase conversion rate
  7. 7. Business Objectives & Key Performance Indicators Business Objective Action On Site/KPI Reach revenue targets Sales Expand brand name recognition Clicks on social share buttons Increase customer loyalty Return visits/orders Increase customer loyalty Promotional email signups Increase customer satisfaction Net Promoter Score
  8. 8. Where to start? Get a website Make one Find a family member with one Install Google Analytics google: set up google analytics Install Hotjar google: hotjar Set up goals Figure out how to drive traffic to your site/get more conversions
  9. 9. Thanks! ByDataBeDriven.com ZachOlsen.net @zacholsen

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