intro to web analytics
Post on 17-May-2015
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Analyzing Results for Continuous Improvement
Presented by David Sánchez
@DavidYeskett COMS7
Intro to
Agenda• My background
• What is analytics?
• Employing site analytics
• Analytics tools and reports
My Background
My Background• Born in Mexico City
• Business Administration @USD
• Web Certificate @UCSD
• I like soccer (futbol), running, traveling and the Web!
Experience on Brands
Your Background
?
What is Analytics?
What is Analytics?
The science of analysis
What is Web Analytics?
The measurement, collection, analysis and reporting of internet
data for purposes of understanding and optimizing web usage
• Print Medium
Measurement• Web Medium
Categories of Web Analytics• Off-site (Off your site)
– Social Networks– Print
• On-site (On your site)– KPIs– Landing pages– Exit pages– Conversion pages
Employing Site Analytics
Employing Site Analytics• Step 1: Have online presence
• Step 2: Determine site goals (KPIs)
• Step 3: Pick the right Analytics tool
• Step 4: Tag your site
Employing Site Analytics• Step 5: View and Analyze reports
• Step 6: Test
• ……..
• Step 25: View and Analyze reports
• Step 26: Test
Analytics Tools & Reports
Analytics Tools
Analytics Reports• Main reports:
– How people find your site– How they navigate through your site– How they become customers
Analytics Reports• Visitors:
– Visits– Pageviews– Time on site– Bounce Rate– Browsers– Languages– Locations– Mobile
Analytics Reports• Traffic Sources:
– Referring sites– Search Engines– Keywords– PPC
Analytics Reports• Content:
– Top Content– Entry pages– Exit Pages– Site Search
Don’t Forget• Test
• Analyze
• Test
• Analyze
• Test
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