International Web Analytics: A Monkey-free Framework

International Web AnalyticsA Monkey-free Framework

@dSmulevich

We never had so much data at our disposal…

…and no one can say we don’t put it to good use

WE DON’T LISTEN

Our users are already telling us what we need to know

Don’t forget to test your assumptions

A little birdie told me that…

CONTENT

So why don’t we track how people engage with our content?

CLICKSDOWNLOADSVIDEO PLAYSVIDEO ENGAGEMENTSIGNUPSLOGINSCALLSSHARING BUTTONS INTERACTIONSSCROLLING

CONVERSIONS

MICRO--CONVERSIONS

CONV

Apply it to all other countries

We track things like we were in the 1980s

Use Universal Analytics for cross-device measurement

Add a hidden field to the registration form to hold the client ID

Tell Google to override their internal user ID and start using yours

Page A Page B Logs in Page C

Page A Page B Registers Page C

Page A Page B Logs in Page C

Page A Page B Registers Page C

“User 1”

“User 2”

“User 3”

WE DON’T SEE

We went to the barricades for keyword data

As if we didn’t have enough data

231137

Sometimes you have to work harder to get them…

…but that doesn’t mean that they are out of reach

BUT I ONLY GET 90 DAYS WORTH OF DATA…

Use a Python script to automatically download webmaster tools search queries data

BUT THEY ARE ONLY THE TOP QUERIES!

If you use subdomains or subfolders for your international structure, create a profile for each of them

Don’t lose track of your goals…

…so that you know when you need to act, rather than react

BOUNCE RATE

TIME ON SITE

And they are also misleading

Time on Site

Business Objective Goal KPI KPI Target Segmented

KPI

Number of new signups per month

Effective Marketing

Build a customer database

200 per month Number of new signups per month by channel

They say that you have to spend money to make money…

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

John Wanamaker (1838-1922)

…but how do you attribute revenues to the right channels?

SEO

PPC EMAIL

DIRECT

1

2

3

7

4

10

8

9

5

10+

6

SEO

PPC EMAIL

DIRECT

Resist the temptation to apply the same model to all countries

WE DON’T TALK

We work in silos

How can we learn from each other?

Start with giving each other visibility

Always create a profile view with a filter to attach the hostname to the request URI

Share data with the relevant stakeholders

Don’t lock it away!

Combine multiple data sources into real time business dashboards

KPIs

PIs

LISTEN. SEE. TALK.

Thank you.

International Web Analytics: A Monkey-free Framework

Marketing

Transcript of International Web Analytics: A Monkey-free Framework