Making Web Analytics actionable with Web Content Management
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Making Web Analytics actionable
with Web Content Management
30/08/2012 – Damien Dewitte
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2.
Making Web Analytics actionable
with Web Content Management
Introduction and market overview
Damien Dewitte
Lead ECM consultant
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3.
Contents
- Introduction
- The EU Privacy Law
- Analytics Implementation & WCM
- Social Media & Analytics
- Market Overview
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4.
“If you can not measure it,
you cannot improve it.”
(Lord Kelvin)
Go, wondrous creature! mount where Science guides; Go measure earth, weigh air, and state the tides;
Instruct the planets in what orbs to run, Correct old Time, and regulate the sun
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5.
Why Web Analytics?
Web Analytics is a thermometer for your website, constantly
monitoring your online health.
Web Analytics allow you to study the online experience in
order to improve it.
It’s about “Measuring Success”
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6.
Monitoring what?
Optimization of content production efforts
Does my content really matter to my visitors?
SEO effectiveness
How do my Search Engine Optimization
efforts perform?
Patterns for conversion
Where do I get the most (un)succesfull
conversions and what can I learn form it?
Errors on my website
Good idea to check for:
404 errors (Page not found)
Forms abandonned
Internal Site search performance
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7.
Metrics
“Dimensions” versus “Metrics”
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8.
Metrics
The usual suspects
Visitor Visit Pageview
Average Time on Page, Bounce rate, Exits
…
Some metrics are calculated metrics: e.g. Pageviews/Visit
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9.
Key Performance Indicators
KPI’s allow to establish the link between the metrics and the
Business Goals.
KPI’s are figures (relevant ratio’s, percentages, averages or
rates)
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10.
KPI Examples
Reach: click-through-rate (per traffic source), % new visitors,
cost per acquisition
Engage: bounce rate for landing pages, page depth,
average time on site, usage of apps, social media
engagement
Activate: global conversion rate, conversion rate per goal,
goal value per visit, cost per lead
Nurture: loyalty (returning visitors), conversion rate of
returning visitors
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11.
Key Performance Indicators
A KPI is only a good KPI if
it allows to take action
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12.
“Categories” of KPI’s
Visitor Acquisition
Visitor Identification & Segmentation
Visitor Activity & Content consumption
Visitor Retention & Growth
Adobe Google
“REAN” model
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13.
Conversion
In E-commerce sites, conversion is obvious. Each shopping
cart check-out has an associated value in €. Therefore it’s
easy to calculate the ROI of your website, SEO and analytics
efforts.
But non-transactional sites also have conversion events
(which could be given a value, but it’s more difficult to
express the exact value in €.)
Filling in a contact form
Downloading a document
Signing up for an event
Registering for a newsletter
Submitting a question to a helpdesk
…
The E-Tailing Group Survey april 2011: Average conversion
rate for US Merchant websites is 1-3%
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14.
EU Privacy Law
“Cookie-law”
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15.
EU Privacy Law
European Union ePrivacy Law, May 26, 2011.
Implying that setting website cookies without a visitors
consent would be illegal.
Interpretation:
Cookies should be completely anonymous (not containing Personally
Identifiable Information or reference to personal information)
Cookies should be “first party” cookies (set by your own website
domain)
Google Analytics and Adobe SiteCatalyst are “OK” (and have
published their own disclaimers) , but still … they require
attention from site-owners and legal advisors.
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16.
EU Privacy Law
Google Analytics terms of Service
(http://www.google.com/analytics/tos.html)
You will not (and will not allow any third party to) use the Service to
track, collect or upload any data that personally identifies an
individual (such as a name, email address or billing information), or
other data which can be reasonably linked to such information by
Google. .... You must post a Privacy Policy and that Privacy Policy
must provide notice of Your use of cookies that are used to
collect traffic data, and You must not circumvent any privacy
features (e.g., an opt-out) that are part of the Service.
Adobe (http://blogs.adobe.com/digitalmarketing/executive-
insights/european-union-eprivacy-directive-update/)
… To address this and related data protection concerns, Adobe’s Web
analytics solution, SiteCatalyst, obfuscates IP addresses by default
before storage and provides an opt-out mechanism customers can
offer their website visitors should such visitors elect not to be tracked.
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17.
EU Privacy Law
First Step Advice:
Make an inventory of cookies used on your site
Refer to the inventory from within your Privacy Policy pages
Explain how visitors can disable or delete cookies, or even how they
can opt-out for specific cookies set by your website.
UK Example: BBC.co.uk
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18.
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19.
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20.
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21.
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22.
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23.
Analytics Implementations and WCM
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24.
Which trackings requires extra
attention or implementation effort?
Multiple domains/Multiple languages
File downloads
Outbound links
In-Page events (event-tracking)
Flash animations
Interaction with Embedded Videos
Defining goals
Tracking E-commerce transactions
Groupings of keywords, dimensions
Custom segments
Tracking error pages
Tracking internal site-search usage
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25.
Social Media
Is a Twitter follower considered more
important than an email these days?
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26.
Social Media
Social Media are powerful referrers to your website, and
therefore deserve specific dimensions and reports in
Analytics.
Unfortunately, analytics can not evaluate all the efforts you
put in Social Media Marketing. Because engagement in
social media communities very rarely leads to a person
clicking on your link and then purchasing your product or
service.
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27.
Social Media Monitoring Solutions
Adobe SocialAnalytics
Radian6
Lithium
…
And also:
URL shorteners (like bit.ly, tinyurl.com, goo.gl…) also do
tracking
Services as Hootsuite allow to post on several Social Media
platforms simultaneously and offers tracking
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28.
Analytics Tools – Market Overview
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29.
Measurement Methods
Logfile Analysis (Server-side data collection)
Page Tagging (Client-side data collection)
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30.
Measurement Methods
Logfile analysis approach is fading out at most Web
Analytics vendors.
Page tagging allows for:
More accurate measurement of unique visitors
In-page Event-tracking
…
SaaS offerings, which remove maintenance costs from IT-departments
Logfile analysis though, can still be suitable if:
Website pages can not be modified
Website is part of an Intranet without access to the Internet
Data retention over a long period is important
Company needs to hand over raw data for auditing
Data needs to be re-processed into reports frequently
Company needs to track bandwidth or completed downloads
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31.
Market Overview
Forrester Wave on Web Analytics, november 2011
Leaders:
Adobe (SiteCatalyst)
IBM (Unica +
CoreMetrics)
Webtrends
comScore (NedStat)
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32.
Market Overview
Vendor Product Hosting Method
Adobe SiteCatalyst SaaS Page
Tagging
comScore Digital
Analytix
SaaS Page
Tagging
Google Google
Analytics
SaaS Page
Tagging
Urchin
Software (offering
discontinued)
On-Premise Logfile
Analysis +
IBM Unica On-Premise Logfile
Analysis +
Coremetrics SaaS Page
Tagging
Webtrends Analytics &
Segments
On-
premise/Saa
s
Page
Tagging
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33.
Analytics Tools Landscape
The analytics landscape is populated with a broad spectrum
of tools which fulfill specific (extra) needs:
A/B Testing, Website Optimizers
SEO-specific monitoring tools
Email campaign tracking
Advertising
Focus on e-commerce
Add-ons for Microsoft Sharepoint
Focus on Video
Social Media Monitoring
Some of these tools are part of the broader Suites of the
bigger players. Other are offered by niche players.
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34.
Google Analytics
2 Analytics Products
Google Analytics (Free, max 10M Pageviews/month, 25 months data
retention)
(NEW) Google Analytics Premium (150K$/year, max 1.000M
Pageviews/month, 36 months data retention, Support & SLA)
Urchin Software (On-premise, 10k$ per installation)
Market Leader in terms of number of installations
Integrated with Google webmaster tools, Adsense, Adwords
Very often the “default” integration in common WCM
Systems
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35.
WCM integrations: e.g. Drupal -
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36.
Adobe SiteCatalyst
Part of the Adobe Digital Marketing Suite, with:
CQ5 (WCM)
Test & Target (A/B Testing)
SocialAnalytics
Genesis (Mail)
…
The Forrester Wave™: Web Analytics, Q4 2011
“Adobe continues to maintain the largest enterprise web analytics
footprint of any vendor… expansions into social media, audience
measurement, and data management show a deep commitment to
providing a comprehensive suite of products to support the analytics
and execution of digital marketing.”
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37.
Adobe Digital Marketing Suite Platform
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38.
“Why buy Adobe SiteCatalyst if
Google Analytics is for free?”
(Without trying to compare each feature in detail)
Data retention is not limited (Google: 25 months)
No limit on pageviews per month (Google: 10M)
Possibility to import data from external applications into
SiteCatalyst (Google: import is not supported, export only)
SLA (uptime and performance) and Support (Google: no
SLA, support through forums)
Some more flexibility: e.g. On demand, Adobe can apply a
rule or logic to your SiteCatalyst data after it is collected, but
before it is stored in the data tables.
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39.
Thank you!