#wac2011: manoj jasra - shawn communications
DESCRIPTION
Presentatie Manoj Jasra van Shawn Communications tijdens het Webanalytics Congres 2011 #wac2011.TRANSCRIPT
Data Quality vs. Insights
Where Should You Spend Your Time?
How Your Data can Suck!
Widgets / Flash
Cross Domain Tracking
www.Site.com Store.Site.com
New Visitor?
SameVisitor?
Ads / Emails / PPC vs. Analytics
VS
Social Media
• Support• Sales• Recruitment• Lead Generation
Mobile
Inadequate QA
Multiple Tags
• Placement on the Page• Tracking Methodologies• Data Storage• Standardized Metrics• Load Time
Website Changes Over Time
Network Monitoring / Filters
• Internal Filters• Directory Filters• Test Environments• Pingdom, Alertsite,
Webmetrics, UpTrends
Collecting Good Data
Continuous Monitoring
• Setup regular intervals• Monitor random pages• Multiple locations• Monitor various tags• Manual Tagging
Where is Web Analytics in Your Process?
HERE?
OR HERE?
Implementation Checklist
• Understand the purpose of your site• Goals / Event Identification• Walkthrough with UX and Developers• Daily Reports / Alerts• Official Reporting
What Should be Your Focus?
Actionable Insights
• Leads -> Traffic Sources
• Ecommerce -> Abandonment Triggers
• Content -> Interactions• Support -> Content +
Engagement + Time Period
Trends / Segments
Baseline
• Historical• Compete / Quantivo / Google Ad Planner /
ComScore / Marketing Sherpa / Foresee Results
• Google Analytics Benchmarks
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%
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
Presenting Data
Health Check
Key Trends
Opportunity
By Manoj
Manoj Jasrawww.JasraInc.com@manojjasra