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Web Analytics Tune Up 10 08 09

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Phil Kemelor

The document provides an overview of web analytics and tips for conducting a web analytics tune up. It discusses establishing goals and objectives, developing an integrated measurement strategy, understanding visitor behavior through segmentation, and linking analytics to business goals. The top 10 tune up tips focus on areas like creating a strategic plan, building support processes, choosing key metrics, ensuring data quality, and using site search reports. The overall goal is to help organizations optimize their web usage and channels through web analytics.

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Web Analytics Tune Up Phil Kemelor VP, Strategic Analytics – Semphonic Ann L. Poritzky Web Analytics Specialist – NIH
Web Site Goals and Objectives © 2008 Semphonic. All Rights Reserved Talk to people… Explain Persuade Guide Instruct Inform Ask and meet goals Commerce Marketing Outreach Service Advocacy Education Information
Integrated Measurement and Testing Strategy © 2008 Semphonic. All Rights Reserved
What is Web Analytics? Web analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. - Web Analytics Association www.webanalyticsassociation.org © 2008 Semphonic. All Rights Reserved
Web Behavior Trinity © 2008 Semphonic. All Rights Reserved Sources Content Outcomes Campaigns Search Engines Paid or Organic Directories Partners Linked Sites Direct Site Navigation Pages Viewed Site Areas Viewed Paths Engagement Tasks Destinations Interactions Goals Conversion Purchases Baskets How did they get here? What did they do? How did it work?
Why a Web Analytics Tune Up? Organizational commitment Web analytics processes Support network Reporting Business goals Web metrics Data Segments Site search © 2008 Semphonic. All Rights Reserved
Top Ten Tune Up Tips, Tricks and Techniques
#1 – Develop a Web Analytics Strategic Plan Answer the question: how can web analytics help the web channel succeed? The most common failure point for web analytics implementations is shortly after rollout. Failure is blamed on the tool Strategic planning is a critical part of bringing web analytics into mainstream operations © 2008 Semphonic. All Rights Reserved
#2 – Build a Web Analytics Process Maintain data collection Ensure results are used Build into web design, content and application development and testing processes © 2008 Semphonic. All Rights Reserved Requirements Project Life Cycle Design Development Testing Launch Post- launch Metrics requirements Report design Report development and testing Report publishing distribution Metrics production Analysis Metrics Life Cycle
#3: Build Support for Analytics © 2008 Semphonic. All Rights Reserved
#4 – Reach Out and Touch a Stakeholder © 2008 Semphonic. All Rights Reserved
#5 – Link Web Analytics to Business Goals © 2008 Semphonic. All Rights Reserved
#6: Choose Metrics Wisely © 2008 Semphonic. All Rights Reserved
#7: Focus on Key Metrics – Less is More © 2008 Semphonic. All Rights Reserved
#8: Focus on Data Quality Conduct an annual audit Ensure complete data collection Standards for CMS Tagging for Flash, video, audio applications Custom metrics and commerce Page specific tagging © 2009 Semphonic. All Rights Reserved 
© Web Analytics Association 2009, All Rights Reserved #9: Segment Your Visitors
#9: Segment Your Visitors Behavioral segments –Site behavior, i.e., number of pages viewed, geography, specific pages viewed, entered, and exited; and keywords used Registered visitors – Subscribers, customers, members, employees Market segments – Collected information, i.e., company, department, zip code, buying preferences, membership level, campaign codes © 2008 Semphonic. All Rights Reserved
#10: Use Site Search Reports © 2008 Semphonic. All Rights Reserved
© 2008 Semphonic. All Rights Reserved Web Analytics ROI Framework (CCOMPS) C ommitment C ommunications O rganization M etrics P rocess S olutions
Questions? © 2008 Semphonic. All Rights Reserved Phil Kemelor Vice President, Strategic Analytics [email_address] 703.916.7629 www.semphonic.com Ann L. Poritzky Web Analytics Specialist National Institutes of Health (NIH) [email_address] Temporary phone number: 301.402.7337

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Web Analytics Tune Up 10 08 09

  • 1. Web Analytics Tune Up Phil Kemelor VP, Strategic Analytics – Semphonic Ann L. Poritzky Web Analytics Specialist – NIH
  • 2. Web Site Goals and Objectives © 2008 Semphonic. All Rights Reserved Talk to people… Explain Persuade Guide Instruct Inform Ask and meet goals Commerce Marketing Outreach Service Advocacy Education Information
  • 3. Integrated Measurement and Testing Strategy © 2008 Semphonic. All Rights Reserved
  • 4. What is Web Analytics? Web analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. - Web Analytics Association www.webanalyticsassociation.org © 2008 Semphonic. All Rights Reserved
  • 5. Web Behavior Trinity © 2008 Semphonic. All Rights Reserved Sources Content Outcomes Campaigns Search Engines Paid or Organic Directories Partners Linked Sites Direct Site Navigation Pages Viewed Site Areas Viewed Paths Engagement Tasks Destinations Interactions Goals Conversion Purchases Baskets How did they get here? What did they do? How did it work?
  • 6. Why a Web Analytics Tune Up? Organizational commitment Web analytics processes Support network Reporting Business goals Web metrics Data Segments Site search © 2008 Semphonic. All Rights Reserved
  • 7. Top Ten Tune Up Tips, Tricks and Techniques
  • 8. #1 – Develop a Web Analytics Strategic Plan Answer the question: how can web analytics help the web channel succeed? The most common failure point for web analytics implementations is shortly after rollout. Failure is blamed on the tool Strategic planning is a critical part of bringing web analytics into mainstream operations © 2008 Semphonic. All Rights Reserved
  • 9. #2 – Build a Web Analytics Process Maintain data collection Ensure results are used Build into web design, content and application development and testing processes © 2008 Semphonic. All Rights Reserved Requirements Project Life Cycle Design Development Testing Launch Post- launch Metrics requirements Report design Report development and testing Report publishing distribution Metrics production Analysis Metrics Life Cycle
  • 10. #3: Build Support for Analytics © 2008 Semphonic. All Rights Reserved
  • 11. #4 – Reach Out and Touch a Stakeholder © 2008 Semphonic. All Rights Reserved
  • 12. #5 – Link Web Analytics to Business Goals © 2008 Semphonic. All Rights Reserved
  • 13. #6: Choose Metrics Wisely © 2008 Semphonic. All Rights Reserved
  • 14. #7: Focus on Key Metrics – Less is More © 2008 Semphonic. All Rights Reserved
  • 15. #8: Focus on Data Quality Conduct an annual audit Ensure complete data collection Standards for CMS Tagging for Flash, video, audio applications Custom metrics and commerce Page specific tagging © 2009 Semphonic. All Rights Reserved 
  • 16. © Web Analytics Association 2009, All Rights Reserved #9: Segment Your Visitors
  • 17. #9: Segment Your Visitors Behavioral segments –Site behavior, i.e., number of pages viewed, geography, specific pages viewed, entered, and exited; and keywords used Registered visitors – Subscribers, customers, members, employees Market segments – Collected information, i.e., company, department, zip code, buying preferences, membership level, campaign codes © 2008 Semphonic. All Rights Reserved
  • 18. #10: Use Site Search Reports © 2008 Semphonic. All Rights Reserved
  • 19. © 2008 Semphonic. All Rights Reserved Web Analytics ROI Framework (CCOMPS) C ommitment C ommunications O rganization M etrics P rocess S olutions
  • 20. Questions? © 2008 Semphonic. All Rights Reserved Phil Kemelor Vice President, Strategic Analytics [email_address] 703.916.7629 www.semphonic.com Ann L. Poritzky Web Analytics Specialist National Institutes of Health (NIH) [email_address] Temporary phone number: 301.402.7337