web analytics | website analytics | online marketing strategies | sem | seo tools | marketing...
Post on 10-Apr-2018
220 Views
Preview:
TRANSCRIPT
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
1/47
From Page Views to Bounce
Rates: The Fundamentals ofWebsite Analytics
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
2/47
So here's something well
like to announce as apreamble...
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
3/47
Quite unlike anything in the past,businesses now can get 'live' datafrom their website and can use thisto improve their operations
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
4/47
But most businesses suck atknowing what to do
with this live data
LikeBig timeAnd thats why Web analytics is amuch in demand skill.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
5/47
How can studying data can
help you run your businessbetterAnd why are managers not doing it
currently
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
6/47
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
7/47
Even if you dont see job titles
for Web Analytics, this is a very
useful additional skill to have
Especially if you have been around for a
couple of years in the web industry.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
8/47
So what really do
Analytics guys doThey use web analytics data to help makebusiness decisions based on concrete data
and historicaltrends. Before this, a lot of these decisionswere done just based on that dangerous
thing called gut feel
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
9/47
What's the difference between a visitor and
a visit? What's the difference between
frequency and recency?
This is stuff which a Web Analytics
professional should have ready answersto.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
10/47
Formal Definition ??
Web Analytics is the measurement, collection,
analysis and reporting of Internet data for the purposes ofunderstanding and optimizing Web usage.- Web Analytics Association
We know what youre thinking
Whats that supposed to mean ????
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
11/47
Lets get a perspective first
11
JavaScript Tags
Log Files &
Hit Counters
Click & heat
maps
Mobile
Analytics
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
12/47
And see what web analytics helps us to measure
Who are your visitors?
Country/city
B
rowser/OS data New/Repeat
Improve ROIImprove ROI
How do they reach your website? From which site?
Which campaign works better?
What SEO/SEM keywords work?
What are they doing..?
Are they converting?
How long do they stay on your site?
What do they read?
Whats making them leave?
much more
12
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
13/47
13
Some common tools
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
14/47
Date source: Internet Retailer Top 500 Retail Web Sites
Date: January 2008Sites: 500
Data points: 793
http://www.internetretailer.com/Top500/list.asp
24% use at least 2 solutions
on their site
14
What the Top 500 online retailers are using...
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
15/47
Which are the metrics which
you need to watch out for
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
16/47
Revealed : Why MBAs hate Analytics : There are too many metrics !!
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
17/47
But this is what must be monitored
Pts from Neha
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
18/47
Businesses usually stop at just
setting up analytics
Thats where it is supposed to begin.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
19/47
Show std analytics snapshot
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
20/47
Some very relevant analysis
can be done
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
21/47
21
PartnerSites/Referrals
E-PRs
Direct type-ins
BrowserBookmarks
Search EnginesOrganic | SEM
BannerAdvertizing/MediaE-Mailers
Social Media
SocialBookmarks
The source of visitors to your site can bestudied
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
22/47
22
SEM campaign can be optimized
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
23/47
PPC: Showing the Right Creative
23
Optimizing Ad Creative by
click-through is like a flipping acoin. Youll be wrong half-the-time.
Ad Text is as important in qualifying visitors as search term. Measurementcan help you find the truly optimal combinations.
Which Ad
should Ireally use?
Google Ad Optimization versus Proxy Conversion Optimization
AdGroup Ad CTR
Conversion
Rate
% of time
s o n byGoogle
A
3 0.49% 2.80% 35.46%
4 0.51% 1.72% 55.49%
B
2 0.31% 16.67% 1.01%
4 0.43% 0.42% 57.17%
C
3 0.05% 1.39% 46.04%
4 0.05% 3.39% 46.31%
D
3 0.30% 0.00% 32.41%
4 0.29% 5.56% 33.37%
F
3 0.37% 2.67% 14.03%
4 0.44% 1.46% 49.52%
5 0.47% 2.52% 17.82%
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
24/47
24
Identify weak SEs, keywords to work onGain insights to visitors intent (eg.: course vs institute shows more focus onsubject/content than brand)
Analysis of Organic traffic helps strategize SEM campaign
SEO campaign can be optimized
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
25/47
SEO: Finding Opportunities
25
.. .
Measurement can help you find SEO opportunities and discipline an SEOprogram.
Pages in Group
Search Engine
Source Google % Yahoo % MSN %
Database Pages 6,210 81,534 78.0% 12.2% 0.5%
Index Page 1 8,037 40.9% 22.5% 20.5%
Overall Site 100,000+ 7,670,974 41.1% 32.8% 7.9%
Where
should I
focus SEO
efforts?
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
26/47
Search Term Type
% of
Visits
Qualification1
Rate
Qualification2
Rate Drop-off Type 1 Words 30.9% 12.2% 5.1% 58.4%
Type 2 Words 36.6% 23.0% 10.7% 53.7%
Type 3 Words 19.2% 53.4% 39.1% 26.7%
Type 4 Words 13.4% 36.1% 20.4% 43.5%
Optimizing to the Right Measures
26
.
What keywords
actually
produce?
Paying for many clicks (and SEO optimizations) is a total waste. Measuringthe quality of visitors is the only way to understand what really works.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
27/47
Internal Search Optimization
On-Site (internal)
Search is a critical
component of actual
site performance.
But its analysis is
complex because it
routes to so many
places.
27
What do visitors
search on and
where do they
go from search?
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
28/47
And advanced features can
be implemented
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
29/47
ContentConsumption
ContentConsumption
PV/Visit
Time on Site
Time on Page(or article)
Section-wisePVs/Time on
site
Visitor LoyaltyVisitor Loyalty
UniqueVisitors
New Visitor%
Visits
Leads/Registrations
Leads/Registrations
Conversions/Goals
ConversionValues
Goal Funnels
Sale/ E-Commerce
Sale/ E-Commerce
Conversions/Goals
TransactionDetails
Goal Funnels
29Primary GoalsSecondary Goals
For example, goals of users can be tracked
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
30/47
Google Analytics changed the
landscape completely when itlaunched a free package in 2005
Coming to the vendors, the main
vendors are Google Analytics,
CoreMetrics, Websidestory,Omniture, Web trends.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
31/47
Vendor Profile: Omniture
Type ofOffering
Tag-Based
Analytics very robust
Rich 3rd Party integration
Current Market Leader Complex implementation
Appropriate For:
Larger companies looking for the safest-bet in analytics.
Combines solid reporting and analytics strength in almost every area. Analytically inclined companies.
Expensive & support is not considered good.
31
www.omniture.co
m
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
32/47
Google Analytics
Type ofOffering:
Tag-Based
Modest Reporting and Limited Analytics
Low-range offering with easy implementation and very
attractive GUI.
Appropriate For:
Modest web sites not requiring lots of vendor support.
Sites that are limited in their analytic needs or heavily focused
on PPC.
Companies new to web measurement.
32
www.google.com/analyti
cs/
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
33/47
So should I get into this ?
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
34/47
The futures bright
Web Analytics is hard.
Eric Peterson
10% of your budget should be spent on tools,
while 90% spent on people (brains) who will
be responsible for insights. Avanash Kaushik
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
35/47
Basic skills which employers wouldlook out for
Great with nos and Good data patternrecognition skills.
Basic html and javascript skills so that you canwork with any nagging issues during analyticsset-up and maintenance.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
36/47
Basic skills which employers would lookout for
Ability to communicate findings to the business in terms itcan understand.
Familiarity with the main Analytics packages.
Capability to understand what data needs to be tracked forthe business to grow. This requires experience of a fewyears, does not come easily.
Expertise in report design and configuration
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
37/47
An actual jo description
Analyzes Website performance, trends and click stream path analysis activity to providedata driven business insights, leading to fundamental improvements to the Websiteexperience.
Demonstrates a high degree of pro-activeness in analysing customer behavior usingavailable data to influence changes on the Website.
Day-to-day management of analytics system to ensure tracking, reporting and analyticsare functioning optimally.
Creates and maintains key reports, dashboards and analysis utilizing WebTrends andSQL.
Identify and track trends in metrics and be able to identify improvements to Website based
on usage and traffic patterns.
Perform Search Engine Optimization and advise on search and display ads
Conducts ad-hoc traffic, sales and testing analysis of the site.
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
38/47
What if you are not from the
SEO/SEM/SMO
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
39/47
Case Study : Google
Analytics
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
40/47
Extremely simple user-friendly interface
Compatible with Google Adwords or Adsense
Goal oriented analysis & Intelligence
Correlate data across reports
Customizable Reports
Free
Key pointsKey points
40
Some Advantages of Google Analytics
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
41/47
Google Analytics jobs have increased
more than those forO
mniture
Source :
WebWorkerdaily.com
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
42/47
42
Account Settings Page
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
43/47
43
Profiles Accounts
Create a new account foreach website
Create Profiles within Accounts - to track
different visit segments, create access levels or
website sectionsCan link1 AdWords to 1 Analytics Account
Adminaccess is at Account level
Profiles and Accounts
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
44/47
44
Place within body of web page
Place on ALL pages within the website
The Code:Generatingand Implementing
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
45/47
Google
Analytics
collects your
data based on 5
broad segmentsWhich give us over 80
primary reports, which can
be further drilled down to
over 1,000 unique reports.
45
Reported Segments
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
46/47
GraphDay/week/month viewsCompare 2 metricsCompare to siteCompare date rangesHighlight data point onmouse-over
Data ta le
Overview of selectedcomponent5 unique data viewsSearch box toinclude/exclude specific dataEasily compare performanceto Site Avg.
Easily export/email a report4 format options, incl. PDF,
XML, CSV & TSV
46
Data Representation
-
8/8/2019 Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing campaigns | Website stats | Learning Catalyst
47/47
More slides from Neha
top related