BUMPER
• Able to connect and browse the internet via:• PC, laptop, smart phone & tablet
• Spoken and written command of English language• Basic Mathematics i.e. percentages,
ratios• Basic Finance i.e. cost, revenue, profit,
RoI, etc.
Prior Knowledge
Good to have general awareness of:
• Online websites & Ecommerce• JavaScript & basic scripting language
Prior Knowledge
Introduction to Web Analytics
INDEX
Strategy & Implementation
Measurement Model & KPIs
Data Coverage & Capture
Data Accuracy
Data Integration
INDEX
Reporting & Analysis
Interpretation of Reports / AnalysisChallenges & Opportunities
Topic 1
INTRODUCTION TO WEB ANALYTICS
What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
Opening Example
Where do your visitors come from?
Why are they visiting your website?
What did they do on your website?
Why are they leaving?
What did they think of yourproduct or site?
Would they come back again?
Did they browse or purchase?
To measure actions to understand business
performance
But when do these interactions happen?
… before they reach your website
PRE-SITE
… on your website
ON SITE
… after they leave your website
POST SITE
So when do these interactions happen?
PRE-SITE ON SITE POST SITE
- Did we attract the right visitors?
- What were they interested in?
- Would they return again?
Questions to Consider
PRE-SITE
Search Engine Based Tracking of Visitors
ON SITE
Server Logsor
Analytics Tools
POST SITE
Analytics Tools, Cookie Tracking,
Email Communication etc.
Why stitch all this information together?
By measuring the health of your online business,
you gain insights for improvement!
Web Analytics is the science and art of data collection, analysis and interpretation
into insights for achieving online business goals
How did people learn about or reach your site?
AWARENESS COMPARISON PURCHASE
Who are your customers?
Essential building blocks of a business strategy – online or
offline!
What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
OFFLINE ONLINE
Ongoing marketing spends based on aggregate level
information
Marketing spends tracked on hourly basis & changed
according to trends
OFFLINE ONLINE
Low visibility on progress
Instant understanding Of audience reach
and interest
OFFLINE ONLINE
Success determined by peer review and
perceptions
Quantitative ROI of campaigns
known
- Measures fast, in real-time
- Allows experimentation
- Identify true ROI
If we were in the online space …
What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1
CUSTOMER SUPPORT
OFFLINESTORES
SALES &MARKETING
IT
OPERATIONS PURCHASING
SENIOR MANAGEMENT
FINANCE
Think about it!Are you able to name one
Business Metric or Indicator relevant to each
function?
CUSTOMER SUPPORT
OFFLINESTORES
SALES &MARKETING
IT
OPERATIONS PURCHASING
SENIOR MANAGEMENT
FINANCE
Satisfaction
Revenue & Brand
Online Data
Website ROI
Order Fallout
Budgeting
Inventory
Insights from Web Analytics will be
relevant across all business functions!
RECAPAnalyzes website data of
usersUses different analytic toolsBenefits businesses
Thank You
INTRODUCTION TO WEB ANALYTICS
Topic 2
Why Invest in Web Analytics?
Choosing an Analytics Tool
Trade Offs
TOPIC 2:
Who are your internal customers?
CUSTOMER SUPPORT
OFFLINESTORES
SALES &MARKETING
IT
OPERATIONS PURCHASING
SENIOR MANAGEMENT
FINANCE
Sales CustomerSupport
Online Marketing
How Web Analytics helps Online Marketing
Demographics Psychographics
How Web Analytics helps Sales
Conversion Rate
Cost of Acquisition
How Web Analytics helps Customer Support
RepeatCustomers
Referrals
Sales CustomerSupport
Online Marketing
Useful to all business levels – from line managers to
investors!
Set Up / Ongoing Costs are low
Data Driven Approach to decisions
So Why Invest?
Immediate, positive returns on investment
Understand your site monetization
VISITOR
YOUR SITE
YOU
Backend (Customer
Transactions)
Analytics Server
Can give information to companies about the the value of their online businesses & how they compare with the competition
E Commerce
Non E Commerce
Category
E Commerce Website
Non E Commerce Website
Content Product Description
Content related to author’s interest
Objective
Selling the Product Provides information to
visitors
What would you want to measure on a Non E Commerce website?
What do you want to know?
Sample Indicator
# of visits / visitors
SearchTerms
Recency /Frequency
Where do they find your site?
How many people visit your site?
Intent of Visits
How often do they return?
How engaged are they?
Comments
InterestCategory
BounceRate
Returns/ Shares/ Likes
When do they find my site?
Pages most viewed
Is my website relevant?
Do they like what they read?
Date& Time
All of these could be measured using a
simple tool like Google Analytics
Why Invest in Web Analytics?
Choosing an Analytics Tool
Trade Offs
TOPIC 2:
Predominantly free-to-use tools
Basic analysis and reporting Low to No cost
Tools to start with!
Google Analytics (known as GA), is the leader in this space!Primarily free, it has sizable
market share – 51% in Fortune 500 and 55% of Top 10,000
websites
Subscription Tools Covers larger sets of data Tracks data comprehensively More flexibility in Configuration,
Analysis and Reporting 24/7 Support
Why Invest in Web Analytics?
Choosing an Analytics Tool
Wins & Trade Offs
TOPIC 2:
Data collected near real timeReports are based on standard templates
Easy to set up and configure
Advantages
Free, even professional
editionsCovers 80% requirements,
including business
actionablesIntegrates into 3rd party
business apps
Advantages
Accuracy levels are
lower at high trafficSample reports
provide trends, not complete
analysis
Disadvantages
Tools differ in Functionality & Features
- choose wisely!
RECAPWhy one should invest in
Web AnalyticsWhat tools should you
choose based on needsTrade offs to consider
Thank You
INTRODUCTION TO WEB ANALYTICS
Topic 3
How Analytics Tools Work
Getting Started with a Tool
Understanding Data Reporting
TOPIC 3:
So how does data collection work?
STEP 1
STEP 2
STEP 3
STEP 4
ALERT!!!
ReturningVisitor
STEP 4
STEP 5
STEP 6
STEP 7
Analytics Tool
No programming background required
Basic technical knowledge sufficient!
How Analytics Tools Work
Getting Started with a Tool
Understanding Data Reporting
TOPIC 3:
How does Google Analytics do it?Enables standard Tracking Scripts on your website
What does it do?Allows your web site to
send basic traffic data to Google
Analytics Servers on a regular
basis
Enables standard Tracking Scripts on your website
How does Google Analytics do it?
How does it work?It drops a cookie onto the visitor’s device once they
reach your website
Enables standard Tracking Scripts on your website
How does Google Analytics do it?
www.google.com/analytics
So lets get started.
Create a non-commerce website for yourself – use WordPress or Blogger to create a blog site about anything at all!
STEP 1
Sign up for a free Web Analytics account with any one free tool
STEP 2
Link your web property to this Web Analytics account
STEP 3
… and start seeing the magic!
STEP 4
Easy to understand by actual hands-on learning
Start putting to use skills learnt right away!
How Analytics Tools Work
Getting Started with a Tool
Understanding Data Reporting
TOPIC 3:
DIMENSION METRICS
Understanding Dimensions & Metrics
Dimensions Metrics
Describe Data Measure Data
It defines the characteristic
of the data by giving it a label and
different values can be ascribed to this
label
They are numerical values that quantify ordescribe a dimension,
and are individual elements of a dimension.
DIMENSION METRICS
Understanding Dimensions & Metrics
Watch out!Not All Metrics Map to a
Dimension
RECAPHow Analytics Tools WorkGetting Started with a ToolUnderstanding Data Reporting
Thank You
Topic 1
INTRODUCTION TO WEB ANALYTICS
INTRODUCTION TO WEB ANALYTICS
Topic 4
Interpreting Reports
Moving from Data to Insight
Mindset of a Web Analyst
TOPIC 4:
DIMENSION METRICS
Understanding Dimensions & Metrics
How do we interpret these
trends?
How do we interpret
this?
Logical Context
Business Context
Understand which
dimensions and metrics combined indicate a
trend
Is the interpretation appropriate
to the business context?
Both contexts are relevant for
complete interpretation!
Bounce rate
Pages per visit
Time spent
Conversions
Returning visitors
PERFORMANCE METRICS
Bounce Rate is 45% - does that always mean poor website engagement?
Consider these questions …
Should we use Bounce Rate only or a combination of indicators?
Seasonality or better marketing campaigns?
Interpreting Data
Moving from Data to Insight
Mindset of a Web Analyst
TOPIC 4:
Categorising Data
EcommerceVisits
Cost Per VisitConversion Rate# of Transactions
Cost / TransactionTransaction
Value
CRM dataAge
GenderLocation
First / ReturningPayment Type
TrafficOrganicReferral
Ad CampaignLanding PageBounce rate
Categorising Data
Marketing ROIChannelMedium
CampaignCategory
Customer Segmentation
AgeGenderLocation
ProfitabilityLoyalty
Catalogu
eSE
O
Mobile
Keyword
Ads0
2
4
6
We are not using Data Reporting as the outcome of Web Analytics, although it is part of Analytics.
While reports are vital, the business insights generated are more valuable
These insights are actionable across all levels of business
The ability to synthesize business insights from Analytics Reports – defines the true capability of Web Analysts
Do you agree?
Interpreting Data
Moving from Data to Insight
Mindset of a Web Analyst
TOPIC 4:
Who is a Web Analyst?
Perception
Need programming background
Work in the trenches – pour into server logs,
session data, API integration, etc.
Reality
Useful, but no programming skills
needed
Useful to know where your data flows in
from, but not really part of the job
Who is a Web Analyst?
Perception
Generate reports using analytics & MS
Office tools daily, circulate to relevant
staff
More tool / analysis skills than employer business / industry knowledge required
Reality
While reporting is important, making
sure they are actionable is vital
Knowing your employer’s business and the industry is
critical
Who is a Web
Analyst?
MEASURE REPORT
ANALYSEOPTIMIZE
RECAPHow to interpreting data How insights from reports help
improve site monetizationRole of a Web Analysts
Thank You
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