web analyticis: primary and secondary data
DESCRIPTION
A quick view on primary and secondary data when analizing web metricsTRANSCRIPT
06/11/09
Elena Ibáñez
It is important that we get the right data in order to:
-Understand better our web business-And understand our customers’ interaction with our business
06/11/09
Elena Ibáñez
1. Importance of the data
06/11/09
Elena Ibáñez
2. Which are the main types of data can help us to improve our website?
Type of data What measures What is good for Way of collection
Behavioural Data
What visitors do on a site Having a macro view of site traffic patterns
Web-analytics tool
Attitudinal Data Why visitors do what they do on a site
Understanding the reason of the “what’s”
Surveys and focus groups
Competitive Data
The performance of the competition
Establishing realistic goals, finding out successful
initiatives, understanding demographics…
Third-party private networks, user-centric networks and network-
centric
PRIMARY DATA
06/11/09
Elena Ibáñez
Type of data What measures What is good for Way of collection
Call-Center Data What customers and prospects are looking for
Tuning our site to meet their needs and providing the information they inquire in the web and reduce costs
Calls
Customer Data Customers’ interests, behaviours and demographic characteristics
Segmenting our audience and investigating and analyzing site behaviours for different groups
Registration forms, surveys, online past
behaviour…
Transaction Data Customers’ previous purchases or interactions with our company
Understanding our visitors’ behaviour Transactions historical data
Third-party Research
Latest web trends and strategic thinking
Having useful information saving money and time
Buying a report from a research firm
Usability benchmarking
How people interact with our websites and with our competitors’
Having valuable insight into which specific features of the interface are
working and which aren’t
Through a focus group lead by a usability expert
Heuristic evaluation and Expert reviews
The different flows and processes on our website and our
competitors’
Having insight into which specific features of the interface are working
and which aren’t in a lower-priced way
Through an Expert review report
Community Sourced Data
What our customers are saying about us and our competitors in
the blogsphere
Measuring relative brand perception Through the web: communities, Technorati, blogsearch from Google…
SECONDARY DATA