Web Analytics 2
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Second in a series on Digital Analytics, part of a complete course on Digital Marketing and Analytics.
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Web Analytics 2
- 1. WEB ANALYTICS PART 2 Aniruddha (“Anil”) Gupte
- 2. GETTING (A LITTLE) TECHNICAL
- 3. Key Web Metrics (aka Dimensions)
- 4. 1. Hits 2. Page Views 3. Visits (Sessions) 4. Visitors 5. Unique Visitors 6. Time on Page 7. Time on Site 8. Bounce Rate 9. Exit Rate 10. Page Depth 11. Abandonment Rate 12. Click Path 13. Conversion Rate 14. Engagement 15. Site Overlay The Degree of Engagement is not be confused with the Kind of Engagement.
- 5. How to enhance the Kind of Engagement metric 1. Use supporting Qualitative Data 2. Use inline or exit surveys 3. Use “Likelihood to recommend” as a supporting metric 4. Use primary market research 5. Use “Customer Retention over Time” as a supporting metric 6. Focus on Qualitative research
- 6. Four Attributes of great metrics: 1. Uncomplex 2. Relevant 3. Timely 4. Instantly useful (Actionable)
- 7. Comparisons
- 8. Cookies vs. Sessions • Cookies are persistent • Sessions don’t require permission • Sessions more accurate, more comprehensive but tactical • Cookies give strategic insights
- 9. Logfiles vs. Page Tagging • Logfiles are automatically available and no modifications to website are required • Historical analysis is easier • Logfiles also log “spiders” which help in SEO • Logfiles do not slow down a site (no DNS etc. required) • Page Tagging is a true count taking cached pages into account • Additional information is available, e.g. shopping cart contents • More data available, such as mouse movements, partial form completion • Do not need your own server
- 10. Logfiles vs. Page Tagging (continued) • Logfiles record all requests including failed requests (e.g. no page load) • Logfiles log all types of resources (e.g. PDF documents, videos etc.) • Switching between different analytics software or even simultaneous use is possible • Page Tagging is a true count taking cached pages into account • Additional information is available, e.g. shopping cart contents • More data available, such as mouse movements, partial form completion • Do not need your own server
- 11. There are advantages and disadvantages to both systems. The answer naturally is… Hybrid Solutions
- 12. Other methods • Banner Ad providers • Customer Lifecycle Analytics • Packet Sniffing
- 13. Macro Insights
- 14. 1. How many visitors does the website have? 2. Where are they coming from? 3. Which are the popular pages? 4. What do I want the website visitors to do? 5. What are they actually doing? Five Questions
- 19. Sometimes the big picture is enough to tell you what actions to take.
- 20. Dimensions… • Referrers • Demographics • Temporal • Technologies • Geographic
- 21. QUESTIONS?
Editor's Notes
- This template can be used as a starter file for presenting training materials in a group setting. Sections Right-click on a slide to add sections. Sections can help to organize your slides or facilitate collaboration between multiple authors. Notes Use the Notes section for delivery notes or to provide additional details for the audience. View these notes in Presentation View during your presentation. Keep in mind the font size (important for accessibility, visibility, videotaping, and online production) Coordinated colors Pay particular attention to the graphs, charts, and text boxes. Consider that attendees will print in black and white or grayscale. Run a test print to make sure your colors work when printed in pure black and white and grayscale. Graphics, tables, and graphs Keep it simple: If possible, use consistent, non-distracting styles and colors. Label all graphs and tables.
- Use a section header for each of the topics, so there is a clear transition to the audience.
- This is another option for an Overview slides using transitions.
- This is another option for an Overview slides using transitions.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- This is another option for an Overview slides using transitions.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Microsoft Confidential