Web Analyticis: primary and secondary data
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This document discusses the importance of collecting the right data to understand a web business and customer interactions. It identifies several main types of data that can help improve a website, including behavioral data from web analytics to understand site traffic patterns, attitudinal data from surveys to understand customer motivations, and competitive data from third parties to establish goals and understand demographics. Secondary data sources mentioned include call center data, customer data from registrations and transactions, third-party research reports, usability testing, heuristic evaluations, and community sourced data.
Web Analyticis: primary and secondary data
- 2. It is important that we get the right data in order to: Understand better our web business And understand our customers’ interaction with our business 06/11/09 Elena Ibáñez 1. Importance of the data
- 3. 06/11/09 Elena Ibáñez 2. Which are the main types of data can help us to improve our website? PRIMARY DATA Type of data What measures What is good for Way of collection Behavioural Data What visitors do on a site Having a macro view of site traffic patterns Web-analytics tool Attitudinal Data Why visitors do what they do on a site Understanding the reason of the “what’s” Surveys and focus groups Competitive Data The performance of the competition Establishing realistic goals, finding out successful initiatives, understanding demographics … Third-party private networks, user-centric networks and network-centric
- 4. 06/11/09 Elena Ibáñez SECONDARY DATA Type of data What measures What is good for Way of collection Call-Center Data What customers and prospects are looking for Tuning our site to meet their needs and providing the information they inquire in the web and reduce costs Calls Customer Data Customers’ interests, behaviours and demographic characteristics Segmenting our audience and investigating and analyzing site behaviours for different groups Registration forms, surveys, online past behaviour … Transaction Data Customers’ previous purchases or interactions with our company Understanding our visitors’ behaviour Transactions historical data Third-party Research Latest web trends and strategic thinking Having useful information saving money and time Buying a report from a research firm Usability benchmarking How people interact with our websites and with our competitors’ Having valuable insight into which specific features of the interface are working and which aren’t Through a focus group lead by a usability expert Heuristic evaluation and Expert reviews The different flows and processes on our website and our competitors’ Having insight into which specific features of the interface are working and which aren’t in a lower-priced way Through an Expert review report Community Sourced Data What our customers are saying about us and our competitors in the blogsphere Measuring relative brand perception Through the web: communities, Technorati, blogsearch from Google …