web analytics - more than just web statistics
TRANSCRIPT
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M O R E T H A N J U S T W E B
S T A T I S T I C S . . .
W E B A N A L Y T I C S :
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M U C H M O R E T H A N W E B
S T A T I S T I C S A N D D A T A O N U S E R
B E H A V I O R . . .
W E B A N A L Y T I C S :
Agenda ≈ 20 minutes
- Short intro & our coming analytic method.
- Step 1: Defining business goals, KPI:s & metrics.
- Step 2: Develop methods and reports.
- Step 3: Analyze.
- Step 4: Action, improvements & go to step 1.
- Tools.
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A B O U T M A R C U S
Ö S T E R B E R G
• Specialized on information architecture,
web strategy and analytics.
• Author of Webbstrategi För Alla ->
tba.nu/wfa
• Works at Region Västra Götaland:
1.6m inhabitants
50k employees
≈ 2/3 within healthcare
≈ 1/3 public transportation, museums,
education etc.
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A I M I N G A T
C O N T I N U O U S
I M P R O V E M E N T S
M E T H O D
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S T E P 1 : W H A T I S T H E
B U S I N E S S G O A L ?
F I R S T A N D F O R E M O S T
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S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S
Prerequisite 1:
- Is there already business goals defined or are you
in need of developing them? Are they measurable?
- VGR = 200k healthcare users by years end
2014.
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S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S
Prerequisite 2:
- KPI:s that actually describe success.
- Complement with other metrics to tell the users
story.
- VGR = xx % of user logons lead to an action.
Do you have an example of a measurable business
goal for your organization?
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Where would you look for useful data?
S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S
Example of places to find your data (other than
web statistics):
- Customer systems.
- Integration platforms.
- Signals of engagement, such as; callcenter
activity, opening rate on newsletters etc.
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S T E P 2 : D E V E L O P
M E T H O D S A N D
R E P O R T S
M E T H O D
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- Define data need for KPI:s & metrics.
- Gather appropriate data.
- Collect and digest…
S T E P 2 : D E V E L O P M E T H O D S A N D R E P O R T S
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S T E P 3 : A N A L Y S E !M E T H O D
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- Review performance of KPI:s & metrics.
- Explore unexpected variations.
- What story does the data try to tell you?
S T E P 3 : A N A L Y Z E
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S T E P 4 : I M P R O V E !M E T H O D
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- Make necesarry improvements on the site.
- Put low-prioritized action on hold.
- Go for another iteration = go to step 1, indefinitly.
S T E P 4 : I M P R O V E
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T H E T O O L B O X
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S E G M E N T I N G D A T AT O O L B O X
- Segmenting is to inspect data of a subset of
users, such as ”Only people from Norway” or
”Only users coming from our newsletter”.
What can you do to make even more of them
convert? W
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A / B T E S T I N GT O O L B O X
- Two competing alternatives go head-to-head, for
instance, your next newsletter:
Version A = Text in only one column.
Version B = HTML, images, two columns.
Which version do your subscribers react best on?
You sure? Test it…
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C O N V E R S I O N F U N N E LT O O L B O X
- Visualize where users end up.
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I N O T H E R W O R D S …S U M M A R Y
1. What is the goal and why?
2. How to report it to its stakeholder?
3. Analyze and tell the story!
4. Perform necessary improvements and start over.
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M A R C U S @ W E B B S T R A T E G I F O R A L L A . S
E
W E B B S T R A T E G I F O R A L L A . S E
+ 4 6 ( 0 ) 7 0 - 8 8 8 4 5 2 5
T H A N K S / T A C K F Ö R M I G