#WAC2011: Manoj Jasra - Shawn Communications
description
Transcript of #WAC2011: Manoj Jasra - Shawn Communications
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Data Quality vs. Insights
Where Should You Spend Your Time?
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How Your Data can Suck!
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Widgets / Flash
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Cross Domain Tracking
www.Site.com Store.Site.com
New Visitor?
SameVisitor?
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Ads / Emails / PPC vs. Analytics
VS
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Social Media
• Support• Sales• Recruitment• Lead Generation
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Mobile
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Inadequate QA
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Multiple Tags
• Placement on the Page• Tracking Methodologies• Data Storage• Standardized Metrics• Load Time
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Website Changes Over Time
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Network Monitoring / Filters
• Internal Filters• Directory Filters• Test Environments• Pingdom, Alertsite,
Webmetrics, UpTrends
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Collecting Good Data
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Continuous Monitoring
• Setup regular intervals• Monitor random pages• Multiple locations• Monitor various tags• Manual Tagging
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Where is Web Analytics in Your Process?
HERE?
OR HERE?
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Implementation Checklist
• Understand the purpose of your site• Goals / Event Identification• Walkthrough with UX and Developers• Daily Reports / Alerts• Official Reporting
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What Should be Your Focus?
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Actionable Insights
• Leads -> Traffic Sources
• Ecommerce -> Abandonment Triggers
• Content -> Interactions• Support -> Content +
Engagement + Time Period
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Trends / Segments
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Baseline
• Historical• Compete / Quantivo / Google Ad Planner /
ComScore / Marketing Sherpa / Foresee Results
• Google Analytics Benchmarks
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Is 42% Good? Provide Context! Page Views Visits Time Spent Bounce RateCurrent 335,674 119,877 2.54 64%2010 Average 298,234 134,504 2.1 70%Change 14.6% 11.6% 21.0% -8.6%
Page Views Visits Time Spent Bounce RateCurrent 683,270 232,645 3.9 46%vs. projections 16% 10% 9% 5%vs. previous week -2% 0% 1% 2%vs. previous year 36% 61% -8% 12%
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Metrics are NOT an Exact Science
• Revenue -> Conversions / Conversion Rate / Product Performance
• Unique Visitors -> Visits• Time on Page -> Pages Per Visit + Bounce Rate
+ Time on Page
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Presenting Data
Health Check
Key Trends
Opportunity
By Manoj
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Manoj Jasrawww.JasraInc.com@manojjasra