webinar report interpretation
DESCRIPTION
View this webinar to learn how Expert Report Interpretation Drives Digital Optimization and Improves ROI.TRANSCRIPT
Report InterpretationDrives Digital Optimization
1:00pm ETOctober 18, 2012Thank you for joining us!
Keith MacDonaldSenior Analytics [email protected]@unilytics.comlinkedin.com/in/keithmacd
Karen RagotteMarketing [email protected]@unilytics.comlinkedin.com/in/karenragotte
Presenting
Housekeeping If you have questions:
◦ Twitter - @unilytics◦ Use the Question box in the GoTo
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Analytics-only agency founded 2001
Analytics experts with Adobe, Webtrends, Google, Tableau, GoodData solutions
Professional services include:
About Unilytics
◦ Data analysis and user behavior insights◦ KPI analysis and analytics governance management◦ Analytics program implementation and auditing
Most companies have: Covered the basics
◦ Tags applied to all site pages◦ ‘Big Three’ measures◦ Top 10 Reporting◦ Entry & Exit Pages
Identified Business Objectives and established KPIs
Why is interpretation important?
Are you overwhelmed with data and unable to develop a game plan?
…yet are still not seeing ROI from analytics programs! …or have progressed toward being truly data-driven!
Interpretation Drives Optimization
Source: www.omniture.com/en/products/online-business-optimisation
Identify trends over short- and long-term
Find opportunities to:◦ Earn more traffic◦ Do more with the traffic you’ve
already got Look for indicators your users are
unable to achieve their goals Listen to what users are asking for
from your site
Your data will tell you what to do
Example 1
Look for the Complete Picture
Example 1
Look for the Complete Picture
Example 1
Look for the Complete Picture
Example 1
Look for the Complete Picture
Example 2
Look at Data in Context
Example 2
Look at Data in Context
Example 2
Look at Data in Context
Example 2
Look at Data in Context
Example 2
Look at Data in Context
Example 2
Look at Data in Context
Example 3
Look at the Right Metrics
Channel Click-throughs VisitorsBanner 120 103Direct 135 114Email 50 48Paid Search 91 86Social Networks 137 79Affiliate 94 78
Example 3
Look at the Right Metrics
Channel Click-throughs Visitors Page ViewsPage Views per Visitor Bounce Rate
Banner 120 103 148 1.44 87.32%Direct 135 114 159 1.39 69.41%Email 50 48 68 1.43 73.74%Paid Search 91 86 120 1.40 74.25%Social Networks 137 79 191 2.41 69.92%Affiliate 94 78 105 1.35 86.02%
Example 3
Look at the Right Metrics
Channel Click-throughs Visitors Page ViewsPage Views per Visitor Bounce Rate Conversions
Convesion Rate
Banner 120 103 148 1.44 87.32% 3 2.9%Direct 135 114 159 1.39 69.41% 13 11.4%Email 50 48 68 1.43 73.74% 3 6.3%Paid Search 91 86 120 1.40 74.25% 6 7.0%Social Networks 137 79 191 2.41 69.92% 19 24.1%Affiliate 94 78 105 1.35 86.02% 1 1.3%
Example 4
Internal Site Search
Example 4
Internal Site Search
Example 4
Internal Site Search
Example 4
Internal Site Search
Example 4
Internal Site Search
Example 4
Internal Site Search
Always ask how you know what you know – what assumptions have you made?◦ Look for additional data points to prove or disprove
All users don’t behave the same way◦ Segmentation can provide more accurate interpretation
Don’t stop with a single metric – keep digging to get the complete picture
Look at your data in context and understand the relationships between the metrics
Key Takeaways