media math july 11th classical wa sponder & matthews - part 1 deck
DESCRIPTION
This is a presentation given on July 11th at MediaMath on "Classical Web Analytics"TRANSCRIPT
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What is “classical” Web Analytics and why to we need it?
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What the activity of Web Analytics
typically comprised of
Image Source: www.kaushik.net
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The Data Collection Process
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Need to track events on you website using Analytics such as
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Your stakeholders are drowning in data, but need help understanding it – that’s now your job.
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Start with the Virtuous Cycle of
Web Optimization
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Evaluating Analytics implementations requires a clear set of questions
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Tracking across Devices is challenging – often more heavily used at certain times of the day. Source: comScore Device Essentials, Monday 21st January 2013
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http://practicalanalytics.wordpress.com/2012/01/05/analytics-case-study-schwan-foods/
The customer
of today is
complicated
and
distracted,
can be hard to
engage
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Attribution Modeling –where is credit applied?
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Attribution Models in Web Analytics
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Getting “accurate” attribution models is challenging
http://www.therain
man.in/Cross_Med
ia_Attribution.html
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Pathing
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Fallout
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Troubleshooting
Customers were expecting be reassured about site security and didn’t see this, so they mostly did not buy and left the site
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Working with Stakeholders and Web Analytics Data –
..driving better results.
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The ability to have Good Communication is Key to the successful deployment of Web Analytics in an enterprise
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Ideal Analyst Scenario
•Analyst: “We can increase Page Views on our website by 5% by sending out a weekly newsletter just before content updates which, by my estimates, would increase our advertising revenues by about $200,000 per week.”
•Manager: “That’s sounds great! When can we implement your idea?”
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Web Analytics works well mainly if/when your business is willing to make frequent changes to the website based on reports from the Analytics.
If not, Website Analytics (Web Analytics) is almost useless.
• The entire point of collected data with Web Analytics is to optimize.
• Are you making recommendations on how to improve your Web site or simply
just creating and sending reports to stakeholders with none of your own insight?
Make sure that you do the former.
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My own KPI definition: What Your Business (or You) Actually Care About
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KPIs are not always a conversion rate.
In the table, to the right, the sum of all
Purchases and the sum of all Cart Additions
can also be KPIs.
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Sample: Success Events by Industry
• Retail: Product View, Checkout, Purchase
• Media: Subscription, Contest Sign-up, Page View, Video View
• Finance: Application Submission, Login, Self-Service Tools Usage
• Travel: Booking (purchase), Internal Campaign (click-through), Search (pricing itinerary)
• Telecommunications: Purchase, Leads, Self-Service Tools Usage
• High Tech: Whitepaper download, RFP, Form Completion, Support Requests
• Automotive: Lead Submission, Request a Quote, Brochure Download
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Metrics Convergence
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Metrics, Metrics and more Metrics
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Two types of Metrics (these are classified differently depending on the platform)
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Example: Which Pages are Working? Not?
Depending on how you want to define it (lets take “Bounce Rate” as a metric to follow”, Search Results seem to “bounce” less where as the Woman’s Merchandizing section of the site bounces the most.
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Example: Which Pages get no traffic?
Fashion detail pages got very little traffic, but that may be due to the very specific styles offered on each page.
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Example: Which areas in your intended paths are weak and see a lot of dropout?
We may need to do more to make our equipment page/s stand out.
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Example: Which pages have high exits?
We may need to do more to make our equipment page/s stand out.
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Example: Which products are selling and which are not?
This Adobe Site Catalyst instance does not have products defined.
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We can segment Web Data to make it more actionable
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Acting on Data once it’s been defined
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Everyone needs a Plan – what's yours?
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Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
among
through/ with
ask fans and customers to
Regarding our
Where Success will be judged by
Here’s a template to help visualize “Your Plan”
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Begin the Analytics Planning by defining your Business Goals so they are clear
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Then match those “business goals” to goals your organization can accomplish online
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Finally, match Digital Initiatives to KPIs that are tied to specific reporting from your Analytics
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The end product is a Digital Strategy and Action Plan to help your organization realize its goals.
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Dashboards and why we need them (or not)
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Dashboards help if they are set up properly
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Reports have several options and often populate dashboards
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Summary
We covered what Web Analytics is, what kind of questions it can answer and how to use define your key performance indicators in order to get answers from the Web Analytics system.
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Additional Sources of Information
• Google Analytics Academy
• Adobe Training Services
• ComScore Academy
• Digital Analytics Association
• Direct Marketing Association