BUMPER

• Able to connect and browse the internet via:• PC, laptop, smart phone & tablet

• Spoken and written command of English language• Basic Mathematics i.e. percentages,

ratios• Basic Finance i.e. cost, revenue, profit,

RoI, etc.

Prior Knowledge

Good to have general awareness of:

• Online websites & Ecommerce• JavaScript & basic scripting language

Prior Knowledge

Introduction to Web Analytics

INDEX

Strategy & Implementation

Measurement Model & KPIs

Data Coverage & Capture

Data Accuracy

Data Integration

INDEX

Reporting & Analysis

Interpretation of Reports / AnalysisChallenges & Opportunities

Topic 1

INTRODUCTION TO WEB ANALYTICS

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

Opening Example

Where do your visitors come from?

Why are they visiting your website?

What did they do on your website?

Why are they leaving?

What did they think of yourproduct or site?

Would they come back again?

Did they browse or purchase?

To measure actions to understand business

performance

But when do these interactions happen?

… before they reach your website

PRE-SITE

… on your website

ON SITE

… after they leave your website

POST SITE

So when do these interactions happen?

PRE-SITE ON SITE POST SITE

- Did we attract the right visitors?

- What were they interested in?

- Would they return again?

Questions to Consider

PRE-SITE

Search Engine Based Tracking of Visitors

ON SITE

Server Logsor

Analytics Tools

POST SITE

Analytics Tools, Cookie Tracking,

Email Communication etc.

Why stitch all this information together?

By measuring the health of your online business,

you gain insights for improvement!

Web Analytics is the science and art of data collection, analysis and interpretation

into insights for achieving online business goals

How did people learn about or reach your site?

AWARENESS COMPARISON PURCHASE

Who are your customers?

Essential building blocks of a business strategy – online or

offline!

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

OFFLINE ONLINE

Ongoing marketing spends based on aggregate level

information

Marketing spends tracked on hourly basis & changed

according to trends

OFFLINE ONLINE

Low visibility on progress

Instant understanding Of audience reach

and interest

OFFLINE ONLINE

Success determined by peer review and

perceptions

Quantitative ROI of campaigns

known

- Measures fast, in real-time

- Allows experimentation

- Identify true ROI

If we were in the online space …

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

CUSTOMER SUPPORT

OFFLINESTORES

SALES &MARKETING

IT

OPERATIONS PURCHASING

SENIOR MANAGEMENT

FINANCE

Think about it!Are you able to name one

Business Metric or Indicator relevant to each

function?

CUSTOMER SUPPORT

OFFLINESTORES

SALES &MARKETING

IT

OPERATIONS PURCHASING

SENIOR MANAGEMENT

FINANCE

Satisfaction

Revenue & Brand

Online Data

Website ROI

Order Fallout

Budgeting

Inventory

Insights from Web Analytics will be

relevant across all business functions!

RECAPAnalyzes website data of

usersUses different analytic toolsBenefits businesses

Thank You

INTRODUCTION TO WEB ANALYTICS

Topic 2

Why Invest in Web Analytics?

Choosing an Analytics Tool

Trade Offs

TOPIC 2:

Who are your internal customers?

CUSTOMER SUPPORT

OFFLINESTORES

SALES &MARKETING

IT

OPERATIONS PURCHASING

SENIOR MANAGEMENT

FINANCE

Sales CustomerSupport

Online Marketing

How Web Analytics helps Online Marketing

Demographics Psychographics

How Web Analytics helps Sales

Conversion Rate

Cost of Acquisition

How Web Analytics helps Customer Support

RepeatCustomers

Referrals

Sales CustomerSupport

Online Marketing

Useful to all business levels – from line managers to

investors!

Set Up / Ongoing Costs are low

Data Driven Approach to decisions

So Why Invest?

Immediate, positive returns on investment

Understand your site monetization

VISITOR

YOUR SITE

YOU

Backend (Customer

Transactions)

Analytics Server

Can give information to companies about the the value of their online businesses & how they compare with the competition

E Commerce

Non E Commerce

Category

E Commerce Website

Non E Commerce Website

Content Product Description

Content related to author’s interest

Objective

Selling the Product Provides information to

visitors

What would you want to measure on a Non E Commerce website?

What do you want to know?

Sample Indicator

# of visits / visitors

SearchTerms

Recency /Frequency

Where do they find your site?

How many people visit your site?

Intent of Visits

How often do they return?

How engaged are they?

Comments

InterestCategory

BounceRate

Returns/ Shares/ Likes

When do they find my site?

Pages most viewed

Is my website relevant?

Do they like what they read?

Date& Time

All of these could be measured using a

simple tool like Google Analytics

Why Invest in Web Analytics?

Choosing an Analytics Tool

Trade Offs

TOPIC 2:

Predominantly free-to-use tools

Basic analysis and reporting Low to No cost

Tools to start with!

Google Analytics (known as GA), is the leader in this space!Primarily free, it has sizable

market share – 51% in Fortune 500 and 55% of Top 10,000

websites

Subscription Tools Covers larger sets of data Tracks data comprehensively More flexibility in Configuration,

Analysis and Reporting 24/7 Support

Why Invest in Web Analytics?

Choosing an Analytics Tool

Wins & Trade Offs

TOPIC 2:

Data collected near real timeReports are based on standard templates

Easy to set up and configure

Advantages

Free, even professional

editionsCovers 80% requirements,

including business

actionablesIntegrates into 3rd party

business apps

Advantages

Accuracy levels are

lower at high trafficSample reports

provide trends, not complete

analysis

Disadvantages

Tools differ in Functionality & Features

- choose wisely!

RECAPWhy one should invest in

Web AnalyticsWhat tools should you

choose based on needsTrade offs to consider

Thank You

INTRODUCTION TO WEB ANALYTICS

Topic 3

How Analytics Tools Work

Getting Started with a Tool

Understanding Data Reporting

TOPIC 3:

So how does data collection work?

STEP 1

STEP 2

STEP 3

STEP 4

ALERT!!!

ReturningVisitor

STEP 4

STEP 5

STEP 6

STEP 7

Analytics Tool

No programming background required

Basic technical knowledge sufficient!

How Analytics Tools Work

Getting Started with a Tool

Understanding Data Reporting

TOPIC 3:

How does Google Analytics do it?Enables standard Tracking Scripts on your website

What does it do?Allows your web site to

send basic traffic data to Google

Analytics Servers on a regular

basis

Enables standard Tracking Scripts on your website

How does Google Analytics do it?

How does it work?It drops a cookie onto the visitor’s device once they

reach your website

Enables standard Tracking Scripts on your website

How does Google Analytics do it?

www.google.com/analytics

So lets get started.

Create a non-commerce website for yourself – use WordPress or Blogger to create a blog site about anything at all!

STEP 1

Sign up for a free Web Analytics account with any one free tool

STEP 2

Link your web property to this Web Analytics account

STEP 3

… and start seeing the magic!

STEP 4

Easy to understand by actual hands-on learning

Start putting to use skills learnt right away!

How Analytics Tools Work

Getting Started with a Tool

Understanding Data Reporting

TOPIC 3:

DIMENSION METRICS

Understanding Dimensions & Metrics

Dimensions Metrics

Describe Data Measure Data

It defines the characteristic

of the data by giving it a label and

different values can be ascribed to this

label

They are numerical values that quantify ordescribe a dimension,

and are individual elements of a dimension.

DIMENSION METRICS

Understanding Dimensions & Metrics

Watch out!Not All Metrics Map to a

Dimension

RECAPHow Analytics Tools WorkGetting Started with a ToolUnderstanding Data Reporting

Thank You

Topic 1

INTRODUCTION TO WEB ANALYTICS

INTRODUCTION TO WEB ANALYTICS

Topic 4

Interpreting Reports

Moving from Data to Insight

Mindset of a Web Analyst

TOPIC 4:

DIMENSION METRICS

Understanding Dimensions & Metrics

How do we interpret these

trends?

How do we interpret

this?

Logical Context

Business Context

Understand which

dimensions and metrics combined indicate a

trend

Is the interpretation appropriate

to the business context?

Both contexts are relevant for

complete interpretation!

Bounce rate

Pages per visit

Time spent

Conversions

Returning visitors

PERFORMANCE METRICS

Bounce Rate is 45% - does that always mean poor website engagement?

Consider these questions …

Should we use Bounce Rate only or a combination of indicators?

Seasonality or better marketing campaigns?

Interpreting Data

Moving from Data to Insight

Mindset of a Web Analyst

TOPIC 4:

Categorising Data

EcommerceVisits

Cost Per VisitConversion Rate# of Transactions

Cost / TransactionTransaction

Value

CRM dataAge

GenderLocation

First / ReturningPayment Type

TrafficOrganicReferral

Ad CampaignLanding PageBounce rate

Categorising Data

Marketing ROIChannelMedium

CampaignCategory

Customer Segmentation

AgeGenderLocation

ProfitabilityLoyalty

Email

Catalogu

eSE

O

Mobile

Keyword

Ads0

2

4

6

We are not using Data Reporting as the outcome of Web Analytics, although it is part of Analytics.

While reports are vital, the business insights generated are more valuable

These insights are actionable across all levels of business

The ability to synthesize business insights from Analytics Reports – defines the true capability of Web Analysts

Do you agree?

Interpreting Data

Moving from Data to Insight

Mindset of a Web Analyst

TOPIC 4:

Who is a Web Analyst?

Perception

Need programming background

Work in the trenches – pour into server logs,

session data, API integration, etc.

Reality

Useful, but no programming skills

needed

Useful to know where your data flows in

from, but not really part of the job

Who is a Web Analyst?

Perception

Generate reports using analytics & MS

Office tools daily, circulate to relevant

staff

More tool / analysis skills than employer business / industry knowledge required

Reality

While reporting is important, making

sure they are actionable is vital

Knowing your employer’s business and the industry is

critical

Who is a Web

Analyst?

MEASURE REPORT

ANALYSEOPTIMIZE

RECAPHow to interpreting data How insights from reports help

improve site monetizationRole of a Web Analysts

Thank You