Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
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Transcript of Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3
Welcome to
Melissa MartinezWeb Analytics CoachCooperate.NYCCohort 3 – Summer 2015
Web Analytics
In Partnership with
+Agenda
Day 1: Intro to Analytics Definition & Purpose
User Interface Navigation
Key Metrics & Dimensions
Day 2: Gathering Data External Tools
Segmentation
Prepping for Reporting
Day 3: Application & Reporting Prepping for Reporting – Part 2
KPIs
Reporting
+Day 2: Agenda
Part 1: Review – Day 1 Exercise 1
Part 2: Prepping for Reporting – Part 2
Exercise 1: WAMM Review
Part 2: Key Performance Indicators
Exercise 2: KPIs
Part 3: Reporting
Exercise 3: Reporting Examples
Wrap-Up: Questions
External Resources
+Day 3 Presentation: Shortlinks
PowerPoint Presentation
bit.ly/COOPc3WebAnalyticsPPT3
Web Analytics Reference Guide
bit.ly/COOPc3WebAnalyticsGuide3
Web Analytics Workbook
bit.ly/COOPc3WebAnalyticsWorkbook3
+Part 1: Review – Day 1 ExerciseAsk Questions
Questions about the site that you would like to measure.
Is COOP leveraging the word apprenticeship?
Acquisition > Source / Medium - & - SEO
Does the website work well on all platforms?
Audience > Technology > Browser & OS
How many people watch the intro video?
Behavior > Events - & - Conversions > Goal URLs
How long do people spend on the site before applying?
Conversion > Ecommerce > Time to Purchase
+Part 1: Review – Day 1 ExerciseAsk Questions
Questions about the site that you would like to measure.
Do mobile viewers watch the intro video?
Conversions > Events & Goal URLs > Segment: Mobile
Is COOP leveraging the word apprenticeship?
Acquisition > Source / Medium > Keyword or
Acquisition > Search Engine Optimization Queries
Which page is most visited?
Behavior > Site Content > All Pages
How do viewers navigate your website?
Behavior > Behavior Flow
+Part 1: Review – Day 1 ExerciseAsk Questions
Questions about the site that you would like to measure.
How does the no Search button affect the website?
Behavior > Site Search > Search Terms
How many people click on social media?
Behavior > Events - & - Conversions > Goal URLs
Why is COOP difficult to find on Google?
Acquisition > Source / Medium - & - SEO
What is the goal for the site?
Purpose > WAMM
+Key Terms: Ask, Measure, Compare
Questions • Purpose: Why our site exists
• Objective: What we want to do
• Goal: How we are going to do that
Measurement • Key Performance Indicator (KPI): How we measure our objectives
• Targets: Values you have predetermined as indicators of success or failure
• Benchmarks: A standard with which to evaluate performance of a similar nature
• Segment: A collection of select data attributes categorized by dimensions
Methodology • Acquisition: The activity you undertake to attract people to your site
• Behavior: The activity people undertake on your site
• Outcomes: Site activities that add value to your website
Source: Market Motive
+Web Analytics Measurement Model
Web Analytics Measurement Model (WAMM) is a matrix that compartmentalizes our site purpose, objectives, goals, KPIs, targets, and segments for measuring our site acquisition, behavior, and conversions.
S.M.A.R.T.
S – Specific
M – Measurable
A – Attainable
R – Realistic
T – Time Defined
Source: Market Motive
+Web Analytics Measurement Model
purpose, objectives, goals, KPIs, targets, and segments for measuring Cooperate NYC's site acquisition, behavior, and conversions.
+Exercise 1: WAMM Review
Refer to “COOP - WAMM.xlx” sent via email.
Fill out the different metrics and dimensions on the Practice worksheet as they pertain to your client.
Make a note of any areas you have questions about.
Prepare to discuss. .
+Key Performance Indicator
is a metric used to evaluate the success of an activity and/or organization
based on a good understanding or what is important to organization and/or goal
differs per organization and/or goal
leads to the identification of potential improvements
can be qualitative or quantitative
+List of Reputable KPIs
Cost Per Acquisition (CPA)
Bounce Rate
Form Abandonment Rate
Cart Abandonment Rate
Checkout Abandonment Rate
Conversion Rate
Average Order Value (AOV)
Days to Purchase
Email Open Rate
Click Through Rate
Page Depth
Leads
Subscriber Rate
Downloads
Goals Conversion Rate
Time On Site
+List of Reputable KPIs
ROI
Net Profit
Engagement Rate
New vs. Returning Visitors
Form Conversion Rate
Branded Keyword Visits
Direct Email Rate
Call Rate
Social Media Share Rate
Comment Rate
Pages Per Session
Revenue
Cost
Conversions
Impression Share %
Average CPC
+Exercise 2: KPIs
Refer to Exercise 2 in your Workbook.
Write down three KPIs you would like to measure as they relate to your client.
Time: 5 minutes
Prepare to discuss.
+Reporting
Report Skeleton:
1. Dashboard
2. WAMM
3. KPI Trends & Insights
4. KPI Recommendations
5. KPI Impact to Business
6. Glossary of Key Terms
How To Create a Report
+Reporting
Recommend that Reports:
be short and concise (10 pages maximum)
include a dashboard with your KPIs
include a WAMM so as to inform your client of the strategic approach
include sections with key trends and insights, recommendations, and impact to business for KPIs included on dashboard
offer advanced segmentation, qualitative analysis, competitive intelligence, A/B testing, user testing, surveys, et al
How To Create a Report
+ReportingHow to Create Dashboards
Source: Market Motive
Dashboards:
are an easy-to-read graphical representation of trends, insights, and KPIs at a glance
identify the performance for the most critical metrics for the purpose of driving action and improving performance
should be personalized to fit client performance goals
should feature segmented data
should avoid clutter and be easy to read
+ReportingHow to Report Data
Source: Market Motive
When reporting:
keep it simple
present data as numeric, visual, and written
segment data
identify the situation and problem
offer recommendations and solutions
demonstrate the impact to business of said recommendations
+Exercise 3: Reporting Examples
Refer to Exercise 3 in your Workbook.
Review the examples provided in the Workbook.
Time: 10 minutes
Prepare to discuss.
+External Resources: Web Analytics
Web Analytics: Key Definitions, Metrics, Dimensions & More http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-
kpis-dimensions-targets/ http://www.kaushik.net/avinash/smart-analytics-dashboard-modules-
insightful-dimensions-best-metrics/
Key Performance Indicators (KPIs) http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-
business/ http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/
How To Create a Digital Marketing Measurement Model http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/
+External Resources: Google Analytics
Google Analytics Tracking Implementation
https://support.google.com/analytics/answer/1008080?hl=en#GA
https://developers.google.com/analytics/devguides/collection/analyticsjs/
Google Analytics Features
http://www.google.com/analytics/features
Import Custom Dashboards & Reports & Segmentations
https://www.google.com/analytics/gallery
https://www.google.com/analytics/gallery/#posts/search
+External Resources: Google Analytics
Special Custom Features & Tracking
Google AdWords Campaigns https://developers.google.com/analytics/devguides/collection/gajs/
gaTrackingCampaigns
Custom Variables https://developers.google.com/analytics/devguides/collection/gajs/
gaTrackingCustomVariables
URL Builder https://support.google.com/analytics/answer/1033867?hl=en
+External Resources: Google Analytics
Special Custom Features & Tracking
Events https://support.google.com/analytics/answer/1033068?hl=en
Goal URLs https://support.google.com/analytics/answer/1032415?hl=en
UTM Parameters https://support.google.com/analytics/answer/1033863?hl=en
Experiments https://developers.google.com/analytics/solutions/experiments