Web Analytics Unraveled
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This document discusses web analytics tools and dashboards. It begins by acknowledging the importance of understanding your current measurement framework and goals before implementing tools. It then provides examples of different analytics tools categorized by level of expertise, as well as common features and metrics tracked. The document emphasizes focusing measurement on metrics that are directly tied to business objectives and goals. It also notes that the ideal dashboard may not be attainable and each company's needs are unique. The overall message is that strategy is more important than any individual tool, and analytics should drive business decisions.
Web Analytics Unraveled
- 1. Web AnalyticsUnraveledMeasurement Framework, Tools and Dashboards- May 10, 2011
- 3. First Acknowledge Where You AreExpertAdvancedPerformance ManagementIntegrated MarketingBehavior OptimizationWebsite MetricsIntermediateBeginnerPredictive analytics
- 10. Segmentation
- 11. Personalization
- 12. SEO/SEM
- 13. KPI alerts
- 14. Cost-shifting
- 17. Funnel analysis
- 18. A/B testing
- 19. Dashboards 1.0
- 20. KPI's
- 21. Path analysis
- 22. Landing pages
- 23. Custom tracking
- 25. Top entry/exit
- 26. Traffic sources
- 27. Popular content
- 28. Keyword drivers
- 29. Conversions
- 30. Capacity/UptimeStrategic webFocus on the customer, optimize spendMarketing-driven, metrics that matter, try & learnIT-driven, feel good infoModified version of slide #17 from "Establishing Your Online Analytics Maturity" by Stephane Hamel via Slideshare3
- 31. Next, Before You Measure AnythingCreate a measurement framework1. Business Objectives2. Goals3. Metrics4. KPI's (driven by biz goals)5. Targets6. Dimensions7. SegmentsSource: "Web Analytics 101" by Avinash Kaushik4
- 32. DefinitionsExampleBusiness Objective:Why your brand is on the web.Web Goals: Strategies to accomplish your objectives.Metrics:A metric is a number.Key Performance Indicators:Metrics that help you understand how you're doing against your objectives.Target:Numerical values you have pre-determined as indicators success or failure.Dimension:An attribute of the Visitor to your website.Segments:A segment contains a group of rows from one or more dimensions.Business Objective:Retail foot traffic.Web Goals:Increase e-coupon usage.Metrics:80% of the #'s are irrelevant. 20% = KPI'sKey Performance Indicators:# of Groupon sales# of Individual membershipsTarget:Groupon: 8,000 sales per monthMemberships: 1,800 per monthDimension/Segments:Acquisition - Groupon ads, Mid-western US states, FemalesBehavior - Website & Groupon conversions, (Action Alerts, Memberships)Adapted from "Web Analytics 101" by Avinash Kaushik5
- 33. Previous example calculated without any help from a web analytics tool.Statement by Avinash Kaushik
- 34. Prioritize What You Plan to MeasureWebsite conversionsSocial media participationSocial media monitoringSocial media advertisingPaid searchOrganic search (onsite)Organic search (offsite)Crowdsourced couponingInternet display advertisingEmail (sales)Email (service)BloggingMicrobloggingAffiliate marketingAggregator marketingMultimedia content syndicationVideo & audio marketingLanding page optimizationLocation-based marketingCo-branded partnershipsMobile marketingCreateKPI'sMapped to objectives and goals7
- 35. Analytics Implementation RoadmapuvEasyEASE OF EXECUTIONwxHardIMPACTLowHigh8
- 36. Delicious Food Corp, Inc.EasyEASE OF EXECUTIONGroupon: 8,000 sales per monthHardIMPACTLowHigh9
- 37. Big Picture10
- 39. Website Analytics ToolsUnder $500 /moFree$50k-$1 million /yr12
- 40. Common Tool FeaturesReal-time analyticsHistorical analyticsStandard & custom reportsInteractive graphsAdvanced segmentationReferring page analysisClick path analysisPage & file type statsContent statsKeyword statsGeographic insightsCampaign integrationVisitor insightsRich user interface/dashboardGoal conversionsMobile trackingFunnel reportsTrack multiple domainsComprehensive help guidesMobile statsHeatmapsNotificationsAutomated reportingAccess errors13
- 41. What's Commonly MeasuredBehavioral VariablesHit Page view Visit First VisitUnique Visitor Repeat VisitorsNew VisitorImpressionBounce Rate Session DurationTime on PageEngagement TimePage Views per SessionSession per UniqueClick path Site OverlaysTemporal VariablesDay & TimeRecencyFrequencyEnvironmental VariablesIP addressScreen resolutionBrowser typeOperating systemLocationTime zoneReferrer VariablesReferring domainCampaign IDAffiliate ID14
- 42. What Should Be MeasuredLikelihood to convert by visitor type — instead of “number of visits”Shortest paths to sale — instead of “top click streams”Top conversion obstacles — instead of "top exit pages"Daily revenue gap — instead of "daily bounce rate" (maximum revenue potential of a website minus actual revenue)Page elements most interacted with — instead of "time on site"15
- 43. ImpactOLD SITENEW SITELikelihood to convert by visitor typeTailored website ads to match user demographic/needShortest paths to saleRemoved 35% of homepage actions to widen funnelTop conversion obstaclesStreamlined forms, added phone #'s, removed clutterDaily revenue gapBalanced against customer sat to maximize site revenuePage elements most interacted withAdded interactive tools, video & social sharing16
- 45. Factors Affecting the Selection of SMM ToolsMetrics offered2.47User interface2.33Ability to integrate2.29Price2.13Ability to schedule updates1.82Pro access to data streams1.42Relationship with vendor1.39On a scale of 1-4, with 4 being the most important factor - KISSmetrics & oneforty survey, May 201118
- 46. What Companies Pay for SMM Tools$100 per mo or less54.7%$100-$500 per mo19.7%$500-$5,000 per mo19.0%$5,000-$10,000 per mo4.4%$10,000+ per mo2.2%Source: KISSmetrics & oneforty survey, May 201119
- 47. Free SMM ToolsBased on the chart developed by KISSmetrics & oneforty for their May 2011 survey20
- 48. Paid SMM ToolsLess Than $500 per MonthGreater Than $500 per Month21
- 49. Common Tool FeaturesDashboardBuild database of influencersDemographicsCustom listening queuesSocial mentions & volumeSentiment analysisContent, keywords & tagsEngagement toolsConversation historyCustomer service outreachThird-party integrationCustomizable consolesMobile versionVisualization toolsWorkflow managementBenchmark competitorsSocial feedsSearch by media typeReports and data exportsSupport for multiple usersTrainingExport dataData archivingMultiple language support22
- 50. What's Commonly MeasuredComments/mentionsUnique commenters# of new commentersThread sizeTime with contentContent downloadsSubscriptions/subscribersContent views/plays/opensLikes/follows/votesContent sharing (retweets, stumbles, bookmarks) Suggestions/feedback/commentsSpinoff content/link backsRecommendations/ratingsBrand postsHashtagsReachViewership23
- 51. What Should Be MeasuredLot's of things. Social metrics are evolving rapidly.Things like vector analytics are upon us... = the rate & direction of the change in the position of a brandSource: Heardable.com 2.0, currently in alpha testing24
- 52. And Predictive AnalyticsSource: Heardable.com 2.0, currently in alpha testing= the path a brand is heading in over timeDec 2011Nov 2011Oct 2011Sept 201125
- 53. ImpactIf being the top performing brand in your industry on Facebook was one of your brand strategies for the next year and you could forecast that your top competitor was outpacing you 18:1, what would you do?How about augmenting your social media tactics and realigning your online marketing budget so that you could make quick changes to influence next quarter's results?Imagine if your shareholders had access to the same predictive analytics tools that you do -- would that prompt your management to approach social media any differently? 26
- 55. Google Analytics28
- 56. Omniture SiteCatalyst29
- 57. Radian 630
- 58. eCairn31
- 59. Ideal Dashboard May Be Unattainable* Limitations of legacy systems* Data controlled by silo'd channels* Limited budget/resources* Lack of senior mngt advocate (CAO)* Unrealistic timelines* Rapid change/lack of standards* Difficult/costly to integrate* Data not always reliable (social)* Every company's goals different* Lack of skill set & expertise32
- 60. Dashboards Are Unique to Each CompanyWebsite AnalyticsGoogle AnalyticsOmniture SiteCatalystClickyWoopraConversion FunnelUnbounceOmniture Test&TargetClickTaleSnapEngageSocial MonitoringeCairnRadian6SocialMentionFacebook InsightsUs vs. CompetitorsHeardableCompeteNielsen SuitecomScore MobiLensContent Optimization Omniture Publish Google Keyword Tool Covario Insight ZoomerangAdvertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatformProduction Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue Server Side AnalyticsLog FilesUptime % and ErrorsPage Load SpeedIntra-site Search StatsApprox 80% of your value comes from 20% of your analytics data.Context lies in the relationship between data points across platforms.Custom build & integrate only what gives you a competitive advantage. Subscribe to most analytics tools (more cost-effective, test & learn).33
- 61. Be Great At Analytics Tied to Your GoalsWebsite AnalyticsGoogle AnalyticsOmniture SiteCatalystClickyWoopraConversion FunnelUnbounceOmniture Test&TargetClickTaleSnapEngageSocial MonitoringeCairnRadian6SocialMentionFacebook InsightsUs vs. CompetitorsHeardableCompeteNielsen SuitecomScore MobiLensContent OptimizationOmniture Publish Google Keyword ToolCovario InsightZoomerangAdvertising Acxiom Digital Email Test&Target 1:1 Commission Junction Vibrant VXPlatformProduction Salesforce CRM Custom Lead Mngt Call Center Reports Sales & Revenue Server Side AnalyticsLog FilesUptime % and ErrorsPage Load SpeedsIntra-site Search StatsHave site traffic but poor conversions?Want to be the top performing brand in your industry on Facebook?If SEO, content syndication & inbound link building are goals, then...34
- 63. If Your Goal Is To Dominate E-CommerceKosmix: Uses semantic analysis technology to track, filter and re-publish quality social media content.April, 2011 WalmartLabs new mission: To invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue.You could purchase an analytics company, like Walmart did36
- 64. Chief Analytics OfficerOr hire one of these37 of 10
- 65. Super-Mega Dashboard Extraordinaire[ INSERT YOUR BRAND NAME HERE ]38
- 66. data that drives decisionsheardable.com