C1 t1,t2,t3,t4 complete

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Web Analytics Class 1

Transcript of C1 t1,t2,t3,t4 complete

  • 1. BUMPER

2. 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 3. Good to have general awareness of: Online websites & Ecommerce JavaScript & basic scripting language Prior Knowledge 4. Introduction to Web Analytics INDEX Strategy & Implementation Measurement Model & KPIs Data Coverage & Capture Data Accuracy 5. Data Integration INDEX Reporting & Analysis Interpretation of Reports / Analysis Challenges & Opportunities 6. Topic 1 INTRODUCTION TO WEB ANALYTICS 7. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1 8. Opening Example 9. 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 your product or site? Would they come back again? Did they browse or purchase? 10. To measure actions to understand business performance 11. But when do these interactions happen? 12. before they reach your website PRE-SITE 13. on your website ON SITE 14. after they leave your website POST SITE 15. So when do these interactions happen? PRE-SITE ON SITE POST SITE 16. - Did we attract the right visitors? - What were they interested in? - Would they return again? Questions to Consider 17. PRE-SITE Search Engine Based Tracking of Visitors 18. ON SITE Server Logs or Analytics Tools 19. POST SITE Analytics Tools, Cookie Tracking, Email Communication etc. 20. Why stitch all this information together? 21. By measuring the health of your online business, you gain insights for improvement! 22. Web Analytics is the science and art of data collection, analysis and interpretation into insights for achieving online business goals 23. How did people learn about or reach your site? 24. AWARENESS COMPARISON PURCHASE 25. Who are your customers? 26. Essential building blocks of a business strategy online or offline! 27. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1 28. OFFLINE ONLINE Ongoing marketing spends based on aggregate level information Marketing spends tracked on hourly basis & changed according to trends 29. OFFLINE ONLINE Low visibility on progress Instant understanding Of audience reach and interest 30. OFFLINE ONLINE Success determined by peer review and perceptions Quantitative ROI of campaigns known 31. - Measures fast, in real-time - Allows experimentation - Identify true ROI If we were in the online space 32. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1 33. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE 34. Think about it! Are you able to name one Business Metric or Indicator relevant to each function? 35. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE Satisfaction Revenue & Brand Online Data Website ROI Order Fallout Budgeting Inventory 36. Insights from Web Analytics will be relevant across all business functions! 37. RECAP Analyzes website data of users Uses different analytic tools Benefits businesses 38. Thank You 39. INTRODUCTION TO WEB ANALYTICS Topic 2 40. Why Invest in Web Analytics? Choosing an Analytics Tool Trade Offs TOPIC 2: 41. Who are your internal customers? 42. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE 43. Sales Customer Support Online Marketing 44. How Web Analytics helps Online Marketing Demographics Psychographics 45. How Web Analytics helps Sales Conversion Rate Cost of Acquisition 46. How Web Analytics helps Customer Support Repeat Customers Referrals 47. Sales Customer Support Online Marketing Useful to all business levels from line managers to investors! 48. Set Up / Ongoing Costs are low Data Driven Approach to decisions So Why Invest? Immediate, positive returns on investment Understand your site monetization 49. VISITOR YOUR SITE YO U Backend (Customer Transactions) Analytics Server 50. Can give information to companies about the the value of their online businesses & how they compare with the competition 51. E Commerce Non E Commerce 52. Category E Commerce Website Non E Commerce Website Content Product Description Content related to authors interest Objective Selling the Product Provides information to visitors 53. What would you want to measure on a Non E Commerce website? 54. What do you want to know? Sample Indicator # of visits / visitors Search Terms Recency / Frequency Where do they find your site? How many people visit your site? Intent of Visits How often do they return? 55. How engaged are they? Comments Interest Category Bounce Rate Returns / Shares / Likes When do they find my site? Pages most viewed Is my website relevant? Do they like what they read? Date & Time 56. All of these could be measured using a simple tool like Google Analytics 57. Why Invest in Web Analytics? Choosing an Analytics Tool Trade Offs TOPIC 2: 58. Predominantly free-to-use tools Basic analysis and reporting Low to No cost Tools to start with! 59. 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 60. Subscription Tools Covers larger sets of data Tracks data comprehensively More flexibility in Configuration, Analysis and Reporting 24/7 Support 61. Why Invest in Web Analytics? Choosing an Analytics Tool Wins & Trade Offs TOPIC 2: 62. Data collected near real time Reports are based on standard templates Easy to set up and configure Advantages 63. Free, even professional editionsCovers 80% requirements, including business actionablesIntegrates into 3rd party business apps Advantages 64. Accuracy levels are lower at high trafficSample reports provide trends, not complete analysis Disadvantages 65. Tools differ in Functionality & Features - choose wisely! 66. RECAP Why one should invest in Web Analytics What tools should you choose based on needs Trade offs to consider 67. Thank You 68. INTRODUCTION TO WEB ANALYTICS Topic 3 69. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3: 70. So how does data collection work? 71. STEP 1 72. STEP 2 73. STEP 3 74. STEP 4 ALERT !!! Returning Visitor STEP 4 75. STEP 5 76. STEP 6 77. STEP 7 78. Analytics Tool 79. No programming background required Basic technical knowledge sufficient! 80. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3: 81. How does Google Analytics do it? Enables standard Tracking Scripts on your website 82. 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? 83. How does it work? It drops a cookie onto the visitors device once they reach your website Enables standard Tracking Scripts on your website How does Google Analytics do it? 84. www.google.com/an alytics 85. So lets get started. 86. Create a non- commerce website for yourself use WordPress or Blogger to create a blog site about anything at all! STEP 1 87. Sign up for a free Web Analytics account with any one free tool STEP 2 88. Link your web property to this Web Analytics account STEP 3 89. and start seeing the magic! STEP 4 90. Easy to understand by actual hands-on learning Start putting to use skills learnt right away! 91. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3: 92. DIMENSION METRICS Understanding Dimensions & Metrics 93. 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 or describe a dimension, and are individual elements of a dimension. 94. DIMENSION METRICS Understanding Dimensions & Metrics 95. Watch out! Not All Metrics Map to a Dimension 96. RECAP How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting 97. Thank You 98. Topic 1 INTRODUCTION TO WEB ANALYTICS 99. INTRODUCTION TO WEB ANALYTICS Topic 4 100. Interpreting Reports Moving from Data to Insight Mindset of a Web Analyst TOPIC 4: 101. DIMENSION METRICS Understanding Dimensions & Metrics 102. How do we interpret these trends? 103. 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? 104. Both contexts are relevant for complete interpretation! 105. Bounce rate Pages per visit Time spent Conversions Returning visitors PERFORMANCE METRICS 106. 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? 107. Interpreting Data Moving from Data to Insight Mindset of a Web Analyst TOPIC 4: 108. Categorising Data Ecommerce Visits Cost Per Visit Conversion Rate # of Transactions Cost / Transaction Transaction Value CRM data Age Gender Location First / Returning Payment Type Traffic Organic Referral Ad Campaign Landing Page Bounce rate 109. Categorising Data Marketing ROI Channel Medium Campaign Category Customer Segmentation Age Gender Location Profitability Loyalty 0 1 2 3 4 5 6 110. 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? 111. Interpreting Data Moving from Data to Insight Mindset of a Web Analyst TOPIC 4: 112. 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 113. 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 employers business and the industry is critical 114. Who is a Web Analyst? MEASURE REPORT ANALYSEOPTIMIZE 115. RECAP How to interpreting data How insights from reports help improve site monetization Role of a Web Analysts 116. Thank You