Next Generation Analytics Engine: Web Analytics Demystified

Next Generation Analytics Engine: Web Analytics
Demystified

Amitabha Chatterjee| Business Manager
March 29th 2012

© 2012 Regalix Inc. Confidential, All Rights Reserved

About Amitabha

Business Manager – Digital Marketing

Google Analytics Certified Professional

Vast experience with brand strategy, marketing communication.

Associated with leading companies like IT, Retail & Advertising,in the online
marketing domain.

© 2012 Regalix Inc. Confidential, All Rights Reserved 2

Web Analytics – Why do YOU need it?

In simple terms, web analytics represent a methodology and a set of
associated tools one employs to understand how the website will impact
the business.

Web Analytics helps optimize a website to improve business
performance.


What YOU need to do?

All you need to do is use the tool that will measure the website
performance.

The best tool to begin with is Google Analytics or Yahoo Web Analytics.
They are free and easy to deploy.


But how do YOU analyze?

Analyzing a website performance is a 5 step process:

Set the objectives & the goals for the website

Define metrics for measuring these goals

Collect data to understand the current scenario

Analyze the data

Make necessary enhancements
and go back to step 3 (Collect Data)


Some important terms in Analytics

New & Returning Visitor

Bounce Rate

Pageviews

Exit Rate


So, lets get started!

Before we start analyzing the data extracted from the tools, we need to
study the performance of the website. To achieve this you will need to
define the goals which will differ based on your business needs.

Examples

Target 20% of the total revenue from online sales

20,000 prospects to an e-commerce site within 6 months

200 visitors sign up for a free webinar or download a whitepaper/ brochure


Why invest YOUR time digging data from Analytics
tools?

Helps track website revenue

Analyze and solve issues in the sales funnel

Track website errors and fix them

Improve content by analyzing the bounce rate

Track revenue sources

Track outbound links

Comparison of historical data

Manage sub domains and directories separately


Why do companies rely on GA?

More than 70% businesses across the world rely on GA for making
decisions pertaining to their businesses.

It provides enormous amount of information about who is visiting the
site, what are they looking for, and the way in which they are getting to
the site.

GA gives information about web browsers used by the visitors, operating
system, keywords used, etc.


Lets UNVEIL some new features!

Dashboards – Users can create up to 20 personalized dashboards

Keyword Clouds – View keyword clouds to spot trends

Real-time data – Track activity on site as it occurs

Simple Search Navigation – Navigate to the proper report

Social Engagement – Track visitors’ interaction with the website

Visitor Flow & Goal Flow Visualization


Creating better websites through “Content
Experiments”

Content experiments come with a setup wizard that walks you, step by
step through the setting up of the experiments and helps you quickly
launch new tests

Reuses Google Analytics tags so that you need to add just one
additional tag to the original page

Helps you understand which content performs best, and identifies a
winner as soon as statistically significant data has been collected


How would you benefit from Content Experiments?

Test how different versions of your pages work in getting your visitors
to achieve specific goals.

Compare the performance of different pages across the website using
random sample of visitors

Define what percentage of visitors are included in the experiment

Choose the goal that you would like to test

Get updates on your experiment via email


Is Content Experiments same as Google Website
Optimizer?

Content Experiments is different from standard A/B testing or
multivariate testing.

Content experiments is more A/B/N.

What does it mean?

It is not just testing various combinations of components on a single
page as in multivariate testing. Instead, it is testing of up to five versions
of a single page, each delivered to visitors from a separate URL.


Lets look at an example for Content Experiments…


Ecommerce tracking without directly selling online???

GA e-commerce tracking allows you to measure items sold and tie those
results back to their digital marketing activities.

We can also use it for tracking non e-commerce activities, but the
question is, is this really helpful?


How can ecommerce tracking be put to use when we
don’t sell anything online?

One of the world’s greatest automobile company uses this technique to
track visitor interaction on the website.

Nissan Motor Company – It owns a network of websites designed to help
consumers around the world decide which car to purchase and tracks
their behavior through e-commerce tracking.


How does Nissan use e-commerce tracking?

Nissan uses e-commerce tracking when a visitor submits a request for
test drive or a brochure.

Each request received is treated as if a car is sold. The e-comm tracking
code records details such as model, color, transmission type, and
location of the vehicles people enquire for.


What is Nissan’s objective behind using e-comm
code?

Nissan wanted to track and measure extra information that each visitor
generates via the enquiry form. These are then tracked by GA with the
help of e-comm code.

E-comm code helps pass information such as category, color & model of
the car that the visitor was interested in to Nissan’s GA account.

The Global Marketing Strategy Division then analyses this information to
get an idea as to which vehicles are in demand, in each geo market and
then feeds these insights to their manufacturing units across the globe to
ensure that there is sufficient supply to meet the demand.


How did it help Nissan?

Nissan’s Global Marketing Strategy division says that there are 3 key
benefits that they gain after implementing the e-comm code:-

Easy to study the product popularity globally and by market

Custom reports provided by GA helps view complex information in one go thereby dramatically reducing the time
to summarize multiple data extracted from reports, document it and share it within the organization

GA provides access to timely information allowing better decision making and overcoming crisis by timely supply
of products to the market hence maximizing sales


KPIs for a Small, Medium or Large Sized Business


Common mistakes made by Web Analysts

Having more than one analytic tool

Think that paid tools help in gaining more insights.

Not taking a second opinion on the data analyzed


How do YOU analyze the data?

Before you proceed, you will need to understand, why and how to study
web analytics data.

Questions that need to be answered to get a good sense of the business
& to bring relevancy to data analysis:-

1. Why does the site exist?

2. Which parts of the website should you focus on first?

3. How well are you doing with respect to your competition?

4. What is the fastest way to have a positive impact on the business?


Ques 1: Why does the site exist?

Do you need to make a profit?/ Need leads?/ Raise donations…etc


Ques 2: Which parts of the website should you focus
on first?

In today’s era, you have too much data and too little time to analyze it.

It is important that you find out where to focus first.
What content on the website is driving conversions?

Sections on the website that attract more visitors

What products are sold the most and which are the least sold ones?

How is the site navigation helping you derive the list of priority items?


Ques 3: How well are you doing with respect to your
competition?

The best way to know how your company is performing is by
benchmarking yourself against the competition

Start looking for competitors data in COMPETE.COM

Compete would also give you metrics like Visits, Pageviews, Audience
Segmentation and much more


Ques 4: What is the fastest way to have a positive
impact on the business?

Search for elements to analyze and fix-

Analyze links that might be broken (404) or misdirected

Improper landing pages for top organic/paid keywords

Important information missing from the web pages

Pushing visitors to join unoptimized social media pages

No “related items” after a search or a product added to the cart

Too many display ads on a page


Takeaways…

Fix Website Issues


Get in Touch

Forefront of Innovation visit: www.regalix.com
Digital Marketing Services
Technology Enabled Services For a free evaluation of your website /
Regalix Labs ecommerce portal, please get in touch with
Ritu Josan, rjosan@regalix-inc.com
Multi-disciplinary Leadership Team & Strong
Advisory Board, 175+ Team If you have any questions about this webinar
please feel free to get in touch with the
speaker Amitabha Chatterjee,
Fortune 500 and Venture Backed Customers achatterjee@regalix-inc.com
(B2B and B2C)

Global Operations: HQ in Silicon Valley, 4
Offices

Industry Recognition

© 2012 Regalix Inc. Confidential, All Rights Reserved 28

Next Generation Analytics Engine: Web Analytics Demystified

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