investigative analytics: deciphering the mystery of data-driven decision making
TRANSCRIPT
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Ann Oleson, Converge Consulting Jay Kelly, Converge Consulting
• The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline).
• Avinash Kaushik • Author, Web Analytics: An Hour A Day
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• Google analytics is the enterprise class web analytics solution that gives you insights into your website traffic and marketing effectiveness. In a word it is your new BFF!
• Elizabeth Scarborough• CEO and Partner, Simpson Scarborough
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Primary web analytics tasks• Measure quantitative and
qualitative data
• Continuously improve your website
• Align your measurement strategy with your organizational strategy
• What other things are you using web analytics for?
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.flickr.com/photos/foxypar4/2168375264/
Create a plan
Web analytics process
Original Source: http://www.slideshare.net/epublishmedia/make-quality-content-count-with-web-analytics-highedweb-2011
Web Analytics Framework
1 Business Objectives
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Web Analytics Framework
1 Business Objectives
What is the purpose of your website?
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Web Analytics Framework
1 Business Objectives
What actions do you want people to take on your website?
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Web Analytics Framework
1 Business Objectives
What relevant web metrics can be used to measure your website goals over time?
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Web Analytics Framework
1 Business Objectives
How do you rate success?
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Web Analytics Framework
1 Business Objectives
What visitor attributes will provide meaningful insights?
2 Website Goals
3 Key Performance Indicators (KPIs)
4 Targets
5 Segments
Buckets of traffic
DirectVisitors who come directly to the website using the domain
name.
Search engines By default, GA tracks 20+ different search engines.
Referrals Links that appear on other websites.
Campaigns Custom! You decide.
• Content Efficiency Analysis
• Content analysis jump-start
• Visitor Acquisition Efficiency Analysis
• Assess leads across all streams of traffic
• Keyword Analysis
• Assess search terms that drive relevant traffic
Custom Reports
• Define KPI targets, evaluate trends
• Pageviews, unique visits, time on page, goal completion • Explore navigation summary
• Define target pageviews for previous pages• Optimize destination pages for desired content
• Conduct user research to understand motivating factors for completing inquiry form (e.g., course information)
• Assess Top Conversion Paths to optimize content and communications for performing mediums
Content Efficiency: Actions
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• Optimize for top sources and mediums driving inquiries
• Example: colleges.collegetoolkit.com (27% conversion rate)
• Evaluate key sources and mediums with low inquiry form conversions
• Example: google.com / cpc (0.19% conversion rate)
• Use social media to drive traffic• Publish valuable and relevant content for lead generation
Visitor Acquisition: Actions
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• Identify high-performance keywords • Focus on long-tail, non-brand keywords
• Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance
• Drill-down to assess keywords by source and medium
Keywords: Actions
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• Visits without conversions• Unengaged users• Social media visits• Non social media visits• Leads• Highly engaged users
Advanced Segmentation (Custom)
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• Visit duration• Pages / Visit• YouTube Page• Twitter Page• LinkedIn Page• Facebook Page• Email [email protected]• Complete inquiry form
Advanced Segmentation (Goals)
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• Define targets for all success metrics (KPIs) and assess trends
• Define goal values for all analytics goals to assess goal values
• Focus analytics analysis on external traffic only
• Conduct a user survey to assess content needs for converting traffic—answer “Why?”
Recommendations
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• Optimize marketing and communication for
top conversion paths• Optimize content for top sources and
mediums• Assess long-tail, non-brand keywords for
SEO content opportunities• Use advanced segments with standard
reports to provide context
Recommendations (cont.)
Types of goalsURL destination Goal completed when visitor
views defined URL
Time on siteGoal completed when visitor spends
X amount of time on site
Pages / visit Goal completed when visitor views X number of pages on site
Event Goal completed when visitor takes a predefined action
Sample website goalsDownload a PDF Brochure, student handbook, PPT
View specific webpage
Application confirmation, login page, event registration
Complete a form Feedback form, inquiry form, newsletter sign-up form
Visitor engagement
Add a blog comment, completing a survey, rating an article
Site Metric Definition Type
Visit Also known as session Acquisition
Unique visitors Number of people that visited the site in the reporting period Acquisition
Pages per visit Total # of pageviews / total visit Engagement
Avg. time on site Total time spent on site / total #visits Engagement
% New Visits % of visits generated by people who have not visited site before Acquisition
Bounce rate % of single page visits Engagement
Conversion metrics
Conversion rate # outcomes / total # visits
Per visit goal value
Revenue from outcomes # / total # visits
Abandonment rate % of Abandoned Funnels