web analytics & site matrix
DESCRIPTION
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Web Analytics in e-Commerce2
Web Analytics Overview31
Reasonable but not Best Practice: KPIs33
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
------WAA
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Visitors, Customers
Web Analytics (User Behavior & Experience)
Output: Decision Supportable Info
Web Analytics
UserBehavior
PurchaseBehavior
Web analytics is the vehicle help us to improve website, enhance marketing performance based on massive data but not personal experiences, when you don’t have genius like Jobs, 史玉柱 .
------Dave
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Business Objective
Plan
BuildOperate
Use
Vision
Governance
Standards
Data model
Communications
Process models
Integration points
Methodology
Hire ”expert”
Build virtual team
Create RFP
Choose vendor
Tag content
Promotion
Change management
Execute tests
Instrumentation
Research KPI’s
Calibrate metrics
Train users Customize reports
Monitor process / data infrastructure
Role tasks
Metrics
Privacy policy
Business caseFunding
Segments
Learn what and why
Test and measure
Interpret results
Recommend and take action
Measure ROI
Web Metrics Hits Top 10 pages Browser stats Referring links Top entry/exit Keywords Top spiders Capacity Security
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Where are you?
Where do you need to be?Timeline: 1 year/level
Level 1 (95%)
Level 3 (40%)Level 4 (10%+)
BehaviorOptimization• Path navigation• Multiple session view• Funnel analysis• A/B MV testing• Dashboards
E-Marketing• Merchandising• Segmentation• SEO• Campaign optimization: keywords, banners, e-mail• Personals• KPI alerts
CRM• Multi-channel
aggregation• Cost-shifting analysis• Lifetime value• Personalization• Analytics-based content serving• Process analytics
(decision support)
Level 2 (30%)
Level 5 (5%-)BI/CorporatePerformanceManagement• Multi-channel sales reports• Activity-based
costing• Balanced
scorecards• Strategic planning
Percentages refer to subjective measures of enterprise maturity (Surveyed in Q1 2008)
IT-driven, “feel good” information, few decisions minimal value
Business-driven, working on metrics accuracy and process
Optimizing the channel
360-degree view of customer
Strategic web
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Click Through
Conversion Rate Click Stream
Participate
Internal Search
Search Success Search Fail Similar/De-active Item
Conversion / Abandonment
Conversion Rate Browsers/VisitorsLast keywords?Navigation?
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Design
ProductLocation
ImpressionsImpressions
Click Through RateClick Through Rate
Conversion RateConversion Rate
SalesSales
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Metrics 3: Shopping Cart Abandonment Rate
Metrics 1: % to checkout process
Metrics 2: Conversion Rate
Abandonment Rate Abandonment Rate
Attach Rate Attach Rate
Path Analysis Path Analysis
Click Stream/Through Click Stream/Through
What you can do: Cart -> * -> Cart Cart -> Checkout
What you can do: Entrance and Exit monitor Conversion Rate Analysis for Exits
What you can do: Monitor by category Remind visitors cart status before they leave
What you can do: For those that have recommendations
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Visitor
Browser
Prospect
Customer
Repeat
Shopping Cart
Login
Address
Payment
Order
Funnel / Path Analysis
% to next stepCR
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