web analytics clinics - giorgos vareloglu
Post on 08-Jul-2015
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THE NEW ERA OF WEB ANALYTICS. ACTIONABLE DATA, BETTER DECISIONS.Giorgos Vareloglou - Mindworks.
YOU CAN’T MANAGE, WHAT YOU CANNOT MEASURE.
YOU CAN’T CHANGE, WHAT YOU CANNOT MEASURE.
YOU CAN’T CHANGE, WHAT YOU CANNOT MEASURE.But.... “not everything that's measurable is meaningful and that not everything that is meaningful is measurable. Measurement of things that really matter is tough”.
THIS IS ANALYTICS ALL ABOUT
CHANGE
LET’S GO BACK IN TIME.
ANALYTICS BRIEF HISTORY
* At the very beginning. Just a simple page. One request
* Then came server logs... With more info (hits).
* People got curious. Web analytics was officially born
* ‘95-’96: Page Counters
* Log file analysis (WebTrends)
* Modern Java-Script Tagging
DEFINITION OF WEB ANALYTICS
MONITORING & REPORTING
COMBINATION OF DIFFERENT SOURCES
UNDERSTANDING USER BEHAVIOUR++
OLD SCHOOL ANALYTICS ARE DEAD
ACTUAL HUMANS VISIT WEBSITES & SOCIAL PROPERTIES
They try to find information, learn, interact, compare or even buy things.
WERE BORNACTIONABLE ANALYTICS That’s why:
Find the Best Performing Headline.QUIZ QUIZ!
BUY ONE, GET ONE FOR FREE!
TWO FOR THE PRICE OF ONE!
NAME AN ANALYTICS APPLICATION
Google Analytics is the King
...or maybe not?
BEWARE OF VANITY METRICS
Bounce Rate?
Time on Site?
Visits?
Conversions?
!
SO YOU CAN MEASURE MORE THAN 100 METRICS
OK!
Multiply x3SO WHAT?
“THREE LAYERS OF SO WHAT TEST”
Avinash Kaushik Author, Digital Marketing Evangelist - Google
Ask every web metric you report the question "so what" three times.
Each question provides an answer that in turn raises another question (a "so what" again). If at the third "so what" you don't get a recommendation for an action you should take, you have the wrong metric. Kill it.
This brutal recommendation is to force you to confront this reality: If you can't take action, some action (any action!), based on your analysis, why are you reporting data?
A STRATEGIC APPROACH TO ANALYTICS
IMPROVE OR ELIMINATE
ANALYTICS METRICS LIFECYCLE PROCESS
DEFINE SET UP & MEASURE
ANALYSE ACTION
DEFINE
SETUP & MEASURE
IT STARTS LIKE THIS
<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXX-X']); _gaq.push(['_trackPageview']);
CUSTOMIZE, CUSTOMIZE, CUSTOMIZE.
SET UP A GOAL!
_gaq.push(['_setCustomVar', 1, 'Section', 'Life & Style’, 3 ]);
CUSTOM VARIABLES
CUSTOM VARIABLES
_gaq.push(['_setCustomVar', 1, 'Funnel', 'Abandoned', 2 ]);
CUSTOM VARIABLES
_gaq.push(['_setCustomVar', 1, 'Gender', 'Male', 1 ]);
Yes, No
Yes, No
05, 06, etc.
1,10, etc. Days/Months
Active User
Logged In
Join Month
# of Orders
Recency
NAME VALUE
<p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment informaBon.’]);”>Please enter valid payment informaBon.</p>
EVENT TRACKING
ALERTS SET UP
SHOULD HAVE ALERTS SET UP
ANALYSE
ANALYSING PROCESS
ACQUISITION BEHAVIOUR OUTCOME
Acquisition
Outcomes?
Behavior
Acquisition
Outcomes?
Behavior
Acquisition
Outcomes?
Behavior
Custom Report: Much Better
SOCIAL TRAFFIC
MOBILE TRAFFIC
IS THAT ALL?
CONTENT EXPERIMENTS
QUIZ QUIZ!
+88,9%
REAL TIME ANALYTICS
FUNNEL OPTIMISATION
MULTI-CHANNEL
LIFE TIME VALUE
MOVING FORWARD (WHAT’S NEXT)
Universal Analytics
* Mobile App Analytics
* Cross-Channel Measurement
* Offline Conversions
* Identify actual humans
* Apply Cost Data Info
* Custom Dimensions & Metrics
Key Takeaways
SUM UP / KEY TAKEAWAYS
* Focus on Actionable Data - Ask “so what”
* Measure Everything. Report Some. Always act
* Understand User Behaviour
* Keep up with the trends & tools.
SUM UP / KEY TAKEAWAYS
Not everything that's measurable is meaningful and not everything that is meaningful is measurable. Measurement of things that really matter is tough.
“
”
SUM UP / KEY TAKEAWAYS
https://support.google.com/analytics/answer/3424288
SUM UP / KEY TAKEAWAYS
READ BOOKS.
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