Analytics - A User-Centric Approach

Feras Alhlou Principal Consultant & Co-Founder

@ferasa www.e-nor.com

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Founder/Principal Consultant, E-Nor• Web Analytics & Digital Marketing Optimization Consulting

• Established in 2003

• Silicon Valley, LA, NYC, Dallas, Tampa, Brussels

• Google Analytics Premium Reseller

• DAA Premier Corporate Member

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#mLearnCon

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Data is everywhere…

… and we have lots of it!

source: decisionstats.com

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One minute…

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Mobile Analytics

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http://www.thinkwithgoogle.com/insights

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Digital Optimization – What Does It Take?

People

Process

Technology

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Two Analytics Challenges

• Multi-device Analytics

• Visitor Segmentation

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Source: Google Analytics

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Source: Google Analytics

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Source: Google Analytics

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Trends in Education

• Florida Lynn University• iPads “truly modern college experience”

• Student debt reaching 1 Trillion• More economical solutions

• Online learning• eTextbooks

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“Unique Visitors”

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Unique Visitors 5X > Actual Number of Students

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One User – Multiple Browsers

One User - Mobile & Web

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Two Analytics Challenges

• Multi-device Analytics

• Visitor Segmentation

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Segmentation

• The act of dividing or partitioning; separation by the creation of a boundary that divides or keeps apart 

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Aggregates are good but…

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Visitor Segmentation – eLearning Platform

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Segmentation Framwork

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Meaningful Segments & Actionable Insights

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Know Your Visitor Types

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What to Measure

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Content Consumption - What can we measure?

• Events – User Interactions

• Videos

• Downloads

• Outbound Links

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The Marketing Challenge

Finding the needle in the needle stack!

Response Data• Optimize on Click-thrus (ok)

• Optimize on Conversion (good)

• Optimize on Life Time Value (AWESOME)

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30Customer 360 View

Source: Tableau Software

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The Analytics Muscle Unused Will Atrophy

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Thank You

408-988-0003

info@e-nor.com