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Digital Analytics

Asist. univ. dr. Patricia Berteapatricia.bertea@feaa.uaic.ro

Curs, semestrul 2/ 2016

mailto:patricia.bertea@feaa.uaic.romailto:patricia.bertea@feaa.uaic.ro

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Cuprins

1. Introducere

2. Eficienta canalelor de marketing

3. Analytics Software ( Google & Crazy Egg)

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Introducere

Analiza datelor de trafic online ne permite verificareaobiectivelor stabilite de fiecare tip de afacere online.

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Introducere

Tipuri de obiective:

1. Generare vnzri (e-commerce)

2. Generare lead-uri (colectare date de contact pentru

personal de vnzri)

3. Creterea timpului petrecut pe site i interaciune

(site-uri de coninut)

4. Creterea notorietii brandului

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Introducere

Obiective specifice:

1. Creterea vnzrilor online cu 5% pn n decembrie2015

2. Creterea numrului de lead-uri cu 10% pn n

decembrie 2015.3. Creterea timpului mediu petrecut pe site de la 1:20

la 1:40.4. Creterea traficului pe site cu 20% n urmtoarele 3

luni.5. Creterea numrului de abonai la newsletter cu 10%

n urmtoarele 2 luni.

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Introducere

Obiective specifice:

1. Creterea vnzrilor online cu 5% pn n decembrie2015

2. Creterea numrului de lead-uri cu 10% pn n

decembrie 2015.

Macro-conversii

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Introducere

Obiective specifice:

Creterea numrului de abonai la newsletter cu 10% n

urmtoarele 2 luni.

Micro-conversie

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Introducere

Creterea vnzrilor online cu 5% pn n decembrie 2015

Macro-conversie

Timppetrecut pe

site

Paginivizitate

Navigare npagin

Micro-conversie

Creare cont Abandon conregistrarenewsletter

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Drumul pe care l parcurg consumatorii pn la realizarea

unei conversii

Eficiena canalelor de e-marketing

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Drumul pe care l parcurg consumatorii pn la realizarea

unei conversii

1. Care este durata pn cnd se realizeaz o conversie? (ore,

zile, sptmni)

2. Care sunt canalele care influeneaz consumatorii? Suntacestea msurate?

3. Este cunoscut i neles modul n care fiecare canalinflueneaz decizia consumatorului?

Eficiena canalelor de e-marketing

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Eficiena canalelor de e-marketing

Magazine online micisub 500 de tranzacii n 45 de zile

Maini - SUA

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

Magazine online micisub 500 de tranzacii n 45 de zile

Maini - Brazilia

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

Magazine online mariPeste 10.000 de tranzacii n 45 de zile

Maini - SUA

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

Magazine online mariPeste 10.000 de tranzacii n 45 de zile

Animale de companie - SUA

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

Magazine online micisub 500 de tranzacii n 45 de zile

Animale de companie - SUA

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

sursa

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-searchhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/brazil/autos-and-vehicles/small/generic-paid-search

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Eficiena canalelor de e-marketing

Recomandri

1. Alegerea indicatorilor de msurare potrivii

2. Valorizarea clienilor, nu a tranzaciilor

3. Atribuirea valorii pentru fiecare canal

4. Demonstrarea eficienei eforturilor de marketing

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Eficiena canalelor de e-marketing

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Software analytics

Crearea unui plan de msurare

1. Definire obiective de business2. Identificarea strategiilor i tacticilor de atingere a

obiectivelor3. Definirea indicatorilor de performan (KPI)

4. Implementare tool de analytics5. Normalizare date (filtre)

6. Raportare

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Software analytics

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Software analytics

Ce face Google Analytics

- Colecteaz date

- Proceseaz date

- Permite configurare

- Raportare

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Software analytics

Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

Session perioad de timp n care utilizator este n interaciuni cu site-ul.

User a avut cel puin o sesiune n intervalul de timp analizat.

Page views numrul de vizualizri de pagini, inclusiv vizualizri repetate ale

aceleiai pagini.

Page views/ session numrul de vizualizri de pagini, inclusiv vizualizri

repetate ale aceleiai pagini/ sesiune

Bounce rate (rat de respingere) procentajul de vizite pe o singur pagin

din site (landing page este i exit page)

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Dimensiuni i indicatori Google Analytics

www.feaa.uaic.ro Martie 2015

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Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

Frequencyde cte ori a accesat site-ul

Recency utima dat cnd a accesat site-ul

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Dimensiuni i indicatori Google Analytics

www.feaa.uaic.ro Martie 2015

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Dimensiuni i indicatori Google Analytics

Engagement

- Implicare- Timp petrecut pe site- Numr de sesiuni- Numr pagini vizualizate

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Dimensiuni i indicatori Google Analytics

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Dimensiuni i indicatori Google Analytics

www.feaa.uaic.ro Martie 2015

DEVICE

i i i i i di i l l i

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Dimensiuni i indicatori Google Analytics

www.feaa.uaic.ro Martie 2015

Browser

i i i i i di i G l A l i

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Dimensiuni i indicatori Google Analytics

Martie 2015

Di i i i i di i G l A l i

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Dimensiuni i indicatori Google Analytics

Martie 2015

Di i i i i di t i G l A l ti

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Dimensiuni i indicatori Google Analytics

Martie 2015

Di i i i i di t i G l A l ti

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Dimensiuni i indicatori Google Analytics

Di i i i i di t i G l A l ti

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Dimensiuni i indicatori Google Analytics

Di i i i i di t i G l A l ti

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Dimensiuni i indicatori Google Analytics

Heatmaps

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Heatmaps

Heatmaps

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Heatmaps

Heatmaps

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Heatmaps

Heatmaps

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Heatmaps