1.Digital Analytics Jesse Kraker Monica Hovis Craig Townsend Rohan Rao

2. Definition 2012 DAA The Official WAA Definition of Web Analytics (2008)Digital WebDigital Analytics is the measurement, collection, analysis and reporting of website data for the purposes of understanding and optimizing Web usage.Problem? Multichannel attributions Social media Device usageWe deal with digital data Web analytics is limiting, digital analytics is not 3. Web versus Digital analytics A massive number of businesses that are doing Web Analytics while the core industry is focusing on Digital Analytics.Depth of usageNumber of users Long tail Products and solutions 4. Off-site versus On-site analytics On-site web analytics Visitors behavior on your digital properties Audience reports, content analysis, engagement, click analytics, visitor flow, goals and conversions, in-page analytics, site overlay, etc. Heatmaps: Mouse tracking, eye tracking, algorithm based Goals and conversions A/B testing and optimizationOff-site web analytics Measurement and analysis of activity on the Internet as a whole Social media analysis: Facebook insights, Twitter and Pinterest analytics, Youtube insights (Share, Retweets, Likes, Reblogs, etc) Sentiment analysis: Blogs, Comments, Reviews, Social media posts Online reputation management (ORM) 5. 2002 - Industry consolidation (60 35)2009 Adobe acquire OmnitureIBM acquires Unica and Coremetrics, Sharepoint integrates Analytics, Salesforce acquires Radian6Sentiment analysis, social media analytics, Yaho o!Index Klout, Radian6, ScoutLabs, Lith ium 6. Sir Tim Berners-Lee Creator of the world wide web (1990) 7. Visitor characterization terms Describe various attributes that distinguish website visitors. These attributes enable segmentation of the visitor population to improve the accuracy and usefulness of analysis. Demographics Behavior Platforms Devices Visitor flow Engagement: Length of visit / Depth of visit / Duration Richness versus Reach? Amazon Richness more than reach (Relation based) WSJ website Reach (Subscription based) Pushing the limits of Dunbars number? 8. Source characterization terms Describe the source from which a visitor arrive on the website. It describes how the visitor was acquired and how does the social media and search engine activities can be optimized to enhance the visitor acquisition process. Channels Keywords Adwords Social Search engines Campaigns and cost analysis 9. Visit characterization terms Describe the behavior of a visitor during a website visit. Analyzing these components of visit activity can identify ways to improve a visitor's interaction with the site. Site content, Site speed, Site search Events Adsense Experiments In-page analytics 10. Conversion characterization terms Record special activities on a site, such as purchases, that have particular business value for the analyst. They often represent the bottom-line success for a visit. Goals E-commerce Multi-channel funnels Conversion and conversion rates AttributionWhat are goals? Way to measure how well your site or app fulfills targeted objectives. You can set up individual Goals for discrete actions, such as Visits to a Thanks for purchase page Download completed screen Registration confirm page 11. Heatmaps (In-page analytics) Mouse tracking - Scroll, Clicks, Keystrokes, hovers (time, order, hesitation) Eye tracking - Few users monitored closely using cameras and eye-tracking monitors Attention tracking - Independent research shows that there is an 84% to 88% correlation between mouse and eye movements Algorithm is based on research from the field of robotics into how humans see and what sort of physiologic and neurological processes go on in our brains when we look at things 12. Exit intent technologyMouse Gestures: Tracks all the cursor movements of every visitor in real-timeMouse velocity: Predicts the interest and engagement levels depending on the velocity of the mouse pointers Breaking The Browser Plane: Detect the precise millisecond that a visitor abandons your site. Video 13. EYE TRACKING 14. Eye Tracking A History Definition a technology that monitors eye movements as a means of detecting abnormalities or of studying how people interact with text or online documents. (http://www.oxforddictionaries.com/us/definition/american_english/eye-tracking) Early Pioneers Louis Emile Javal (1879; Paris) Alfred L. Yarbus (1950s) 15. What is Eye Tracking? In the simplest terms, eye tracking is the measurement of eye activity. Where do we look? What do we ignore? When do we blink? How does the pupil react to different stimuli? The concept is basic, but the process and interpretation can be quite complex. 16. The Process of Eye Tracking EYE TRACKING DATA Collected using either a remote or head-mounted eye tracker connected to a computer. 17. Pros of Eye Tracking Eye tracking puts us much closer to the mind and thoughts of the consumer. Research Understanding. Unlimited Data Processing. 18. Cons of Eye Tracking Eye tracking must be used in highly controlled conditions. Think-Aloud Protocol. Labor-Intensive setup and Costly. 19. Applications Website Usability Testing Advertising and Marketing Research Assistive Technology Digital and Operational Training Scenarios Human Behavior Developmental Psychology Human Factors Research Neuroscience and Diagnostics 20. Major Testing Companies Tobii Eye Tracking Research Eyetech Digital Systems LC Technologies Eyegaze Edge iMotions Inc. Applied Science Laboratories 21. The Future? 22. Social Media Analytics 23. Social Media Analytics The practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. Open and honest opinions 24. Social Media Analytics What is analyzed? A Day in the Life of Social Media Affects different industries including TV industry, education, politics, business, job market, among many others Consumer Engagement: Looks at tweets, likes, shares, comments, page traffic, sales/conversions 25. Social Media Analytics Not only used by CIOs but also CMOs Can help company in multitude of ways Supply chain management, legal risks, human resources, IP management Advance warnings of problems internally (employee monitoring) Explore customer ideas you may not have previously thought of Avoid smear campaigns by early detection 26. PinLeague Pins Example 27. Sentiment Analysis Analytics Definition: Sentiment analysis refers to the use of natural language processing, text analysis and computational linguistics to identify and extract subjective information in source materials. Generally speaking, sentiment analysis allows companies the ability to measure how positive or negative a person feels about their product and service. 28. Sentiment Analysis Set of signals Customer experience improvement Companies look at: Reviews/Surveys Complaints/Fees/Prices Password recovery Technical issues 29. Sentiment Analysis Methods Scaling Systems (-10/+10) Subjectivity/Objectivity Identification Feature/Aspect Based Analysis Risk: Losing shifting and subjective human dynamics Computers can not tell the context of a statement. Ex: sarcasm, slang, double negatives 30. Future About 70% of analysis is accurately interpreted People are monitoring their public sharing while others embrace it Alternatives: SnapChat application 31. Website Optimization & A/B Testing What is Website Optimization? All websites have a goal - a reason for them to exist Website Optimization is maximizing the number of users who complete the websites goal In order words, maximizing your conversion rate: A measurable action that aligns with the websites/organizations goal Allows you to make more out of your existing traffic While the cost of acquiring paid traffic can be huge, the cost of increasing your conversions is minimal 32. Website Optimization & A/B Testing What is A/B Split Testing? A tool to help optimize your website to help increase your conversion rate Comparing two (or more) versions of a webpage in real-time to determine which performs better Relies on and uses metrics from Web Analytics YouTube Video: Optimizely's CEO Dan Siroker 33. Website Optimization & A/B Testing 34. Website Optimization & A/B Testing A/B Testing Platform Options Free Also offer paid service Requires technical knowledge & development resourcesWYSIWYG platform No technical knowledge required Pricing based on # of visitors per month Enterprise level testing Requires technical knowledge & development resources Costly: Starts at $700/monthWYSIWYG platform No technical knowledge required Pricing based on # of visitors per month 35. Website Optimization & A/B Testing What can you improve/impact with A/B Testing?Anything as long as its trackable The goal is to improve metrics that are important to your organization & have an impact on revenue KPIs and key conversion rates 36. Website Optimization & A/B Testing What can you improve/impact with A/B Testing? Increase the number of: On-line orders (order conversion rate) Lead captures (lead capture rate) Revenue per visitor or Revenue per order Increase engagement levels: Visits to specific pages (clickthrough rate) Time spent on page / time spent on site Number of pages per visit Decrease bounce rate 37. Website Optimization & A/B Testing What aspects of your website can you test?Anything & Everything Test changes that will improve the metrics that are important to your organization KPIs and key conversion rates 38. Website Optimization & A/B Testing What aspects of your website can you test? Calls to action (i.e. buttons): wording, size, color and placement Headline or product description Forms length and types of fields Layout and style of website Product pricing and promotional offers Images on landing and product pages Amount of text on the page (short vs. long) Navigation 39. Website Optimization & A/B Testing Whos A/B Testing? Most major companies Amazon Netflix eBay Google Yahoo Most on-line retailers & service providers 40. Website Optimization & A/B Testing Whos A/B Testing? Virtual Web Optimizer Customer list 41. Website Optimization & A/B Testing Whos A/B Testing? Optimzely Customer list 42. Website Optimization & A/B TestingTesting Examples 43. Website Optimization & A/B Testing 44. Website Optimization & A/B Testing 45. Website Optimization & A/B Testing Clickthrough Rate 46. Website Optimization & A/B Testing 47. Website Optimization & A/B Testing Advantages Reduces risk - know the impact of changes before making them Allows organizations to make more objective decisions Measure revenue impact and ROI from changes Inexpensive & easy to do Instant feedback Turns marketing into a science Disadvantages Turns marketing into a science Requires a change in mindset for marketers places a greater importance on performance rather than design Can cause organizations to focus on small changes instead of large ones (lower risk, lower reward) Can slow down changes/updates to your website 48. Recap Digital Analytics Web Analytics (onsite) Eye-tracking Social Media Analytics (offsite) Web Optimization & A/B Testing 49. Future of Digital Analytics? Moving beyond the web (offline) Personalization Multi-channel analytics & Big Data Integrating multiple data silos from across business units (both online & offline) Mobility trend mobile tracking & analytics Predictive analytics Privacy issues 50. Questions?