Identifying the Right Web Analytics Tools to Your Business

Magic Logix | 3234 Commander Drive Carrollton, TX 75006 | Phone: 214.694.2162 | Fax: 972.692.5737 | www.magiclogix.com

http://www.magiclogix.com/


Hassan BawabFounder and CEO of Magic LogixIntegrated Marketing [email protected]

Twitter: @HassanBawabLinkedIn: @HassanBawabWikipedia: @Hassan_Bawab

“Identifying the Right Web Analytics Tools to

Your Business”Dallas Digital Summit

2013



Why Do We Need Web Analytics?


Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage to help achieve the intended objective or the website! (who, where, what, when, why, how)

Standard terms within Web Analytics are:•Hit•Page view•Event•Visit / Session•First visit / First Session•Visitor / Unique Visitor / Unique User•Repeat Visitor•New Visitor•Impression•Single Page Visit•Bounce Rate•Exit Rate•Page Time Viewed / Page Visibility Time •Active Time / Engagement Time•Click•Click Path•Site Overlay

What Makes a Good Analytics Tool?


• How do they charge?• Can you reanalyze data if you decide to

change something?• Can you reanalyze subsets of your logs

for more focused views?• How many page views per month can

the solution track?• Can you accomplish your goals with free

web analytics?• What types of data collection options are

available?• What is the total cost of ownership?• Can you integrate with other sources of

data?• API available?

How We Can Categorize them? - 1


• Features Each web analytics program offers a variety of

features to help you understand your website visitors better. This section offers a top level view of several features that will be useful in measuring your website traffic.

• TrafficWeb analytics keep track of a large variety of very

detailed information regarding who visits a website, what each visitor does on the site (what they click on, pages they view, etc.), and at what point they exit the website.

• Referrals According to the Web Analytics Association, a

referrer is “the page URL that originally generated the request for the current page view or object.” Essentially, this is where your guest came from immediately before arriving on your website.



• Report Stat IntervalsWeb traffic and other statistics are only useful if

they are measurable, and that implies setting applicable date ranges. Whether you need yearly or monthly reports, or details down to the day or hour; it's important that your analytics provider is versatile with reporting dates and the accompanying stats.

• Events According to the Web Analytics Association, an

event is “any logged or recorded action that has a specific date and time assigned to it by either the browser or server.”

• Visitor Details Web analytic programs keep track of each visitor to

your site. This information can be used to identify target audiences, develop campaigns, or learn what might work better to increase conversions. Detailed geographic information about where the visitor is accessing the website from is also available in most cases.



• File Exporting After you compile stacks of data, what do you do

with it? Most web analytics programs offer a variety exporting options to meet your specific needs.

• Tech Support/Help Web analytics are very complex. Choosing which

one to use on your site is only the first of many steps, so look for a solution that offers product support for a period of time following the initial purchase.

Google Analytics


Key Features:

•Benchmark against all other analytics programs•Content Experiments for A/B Testing•Trace the customer path•Site Search•Integrate with Adsense, Adwords, Google+, Wildfire

Cost: Free for all users, enterprise solutions available

Adobe Site Catalyst


Key Features:

•Tag Management•Drag-and-drop dashboard•Embeddable reports•Customization options•Data connectors•Video analytics•Big Data analytics

Cost: $5,000+ per month

IBM Digital Analytics


Key Features:

•Comparative insights/benchmarks against industry leaders•Actionable data for automated digital marketing•Embed analytics into your enterprise•Tag management•Customizable dashboard

Cost: Custom quote

IBM’s Unica NetInsight


Key Features:

•On-premise•Customizable dashboards•Drag-and-drop functionality•Heat map overlays•Visitor data stored in database•RSS feeds•Multiple data configuration options

Cost: Custom quote

iPerceptions


Key Features:

•Captures Voice of Customer (VoC) data•Live feedback•Customer surveys•KPI Dashboard & Reporting•Comment Cards•Real-time customer path analysis•iPerceptions Satisfaction Index•Advanced Survey Intelligence•Add your own logo•32 Languages

Cost: Custom quote

Identifying the Right Web Analytics Tools to Your Business

Marketing

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