Analytics_Catalyst_Series| Learning Catalyst

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					  From Page Views to Bounce Rates:
The Fundamentals of Website Analytics

                        Head Web Analytics at Resultrix

                        Kaushik Mhadeshwar
                        Founder & Chief Catalyst
                        at Learning Catalyst
So here's something
we‘ll like to announce
  as a preamble...
Quite unlike anything in the past, businesses now
 can get 'live' data from their website and can
       use this to improve their operations
But most businesses suck at knowing what to do
              with this „live‟ data
                Like BIG time

         And that‟s why Web Analytics is a
             ‘much in demand’ skill.
How can studying data can help you run your
             business better

  And why are managers not doing it currently?
Even if you don‟t 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.
            So what really do Analytics guys do?

 They use web analytics data to help make business decisions based on concrete
data and historical trends. Before this, a lot of these decisions were done just based
                      on that dangerous thing called „gut feel‟ 
 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 answers to.
Formal Definition: Web Analytics is the measurement,
collection, analysis and reporting of Internet data for the purposes of
understanding and optimizing Web usage.
- Web Analytics Association

We know what you‟re thinking…
What‟s that supposed to mean ????
Lets get a perspective first
    Log Files

     Click &
And see what web analytics helps us to measure

 Who are your visitors?
 •   Country/city
 •   Browser/OS data
                                                                                         Improve ROI
 •   New/Repeat
                          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?
                                                             •   What‟s making them leave?
                                                             •   …much more
Some common tools
                               What the Top 500 online retailers are using...

                               Google                                                                        24% use at least 2 solutions
                               43%                                                                           on their site

                                                                              16%               Others

                                      Googl                        t
                                                               Om ni ur e       Cor em et r s
                                                                                          c       Ot her s          None

Date source:   Internet Retailer Top 500 Retail Web Sites
Date:          January 2008
Sites:         500
Data points:   793
Which are the metrics which you need to watch out for?
Revealed : Why MBA’s hate Analytics :
    There are too many metrics !!
    But this is what must be
Depth of Visit report vs. Avg time on Site

Identify KPIs for your business. Every
metric would not apply to your business.

Focus on the overall trend not
discrepancies between tracking tools.
Businesses usually stop at just setting up

   That‟s where it is supposed to begin.
 Some very relevant
analysis can be done
     after set-up
   The source of visitors to your site can be studied

                Social Media   Direct type-   Partner
                               ins            Sites/
                Social                        Referrals
                Bookmarks      Browser
                               Bookmarks      E-PRs
Advertizing/M                                             Search Engines
edia                                                      Organic | SEM
SEM campaign can be optimized
             SEO campaign can be optimized

•Identify weak SE‟s, keywords to work on
•Gain insights to visitor‟s intent (eg.: „course‟ vs „institute‟ shows more focus on
subject/content than brand)
•Analysis of Organic traffic helps strategize SEM campaign
Internal Search Optimization

                               What do visitors
  On-Site (internal)           search on and
  Search is a critical         where do they
  component of actual          go from search?
  site performance.
  But it’s analysis is
  complex because it
  routes to so many
And ‘advanced’ features can be implemented
           For example, goals of users can be tracked

                           Content            Leads/                   Sale/ E-
Visitor Loyalty
                         Consumption        Registrations             Commerce
     Unique                                   Conversions/                 Conversions/
     Visitors                 PV/Visit           Goals                        Goals

      Visits                                  Goal Funnels                 Goal Funnels
                           Time on Site

   New Visitor                                Conversion                   Transaction
      %                    Time on Page         Values                       Details
                             (or article)

                           PVs/Time on

               Secondary Goals                             Primary Goals
Coming to the vendors, the main vendors are
Google Analytics, CoreMetrics, Websidestory,
           Omniture, Web trends.

  Google Analytics changed the landscape completely when
              it launched a free package in 2005
                 Vendor Profile: Omniture

Type of Offering
    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.
                    Google Analytics

Type of Offering:
  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.
So should I get into this ?
The future’s 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.”
               – Avinash Kaushik
Basic skills which employers would look out for

• Great with nos and Good data pattern
  recognition skills.

• Basic html and javascript skills so that you
  can work with any nagging issues during
  analytics set-up and maintenance.
Basic skills which employers would look out for
• Ability to communicate findings to the
business in terms it can understand.

• Familiarity with the main Analytics

• Capability to understand what data
needs to be tracked for the business to
grow. This requires experience of a few
years, does not come easily.

• Expertise in report design and
An actual job description

Analyzes Website performance, trends and click stream path analysis activity to
provide data driven business insights, leading to fundamental improvements to the
Website experience.

Demonstrates a high degree of pro-activeness in analysing customer behavior using
available data to influence changes on the Website.

Day-to-day management of analytics system to ensure tracking, reporting and
analytics are functioning optimally.

Creates and maintains key reports, dashboards and analysis utilizing WebTrends and

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.
What if you are not from the SEO/SEM/SMO?
Case Study : Google Analytics
Some Advantages of Google Analytics

     Key points
 •     Extremely simple „user-friendly‟ interface
 •     Compatible with Google Adwords or Adsense
 •     „Goal oriented‟ analysis & „Intelligence‟
 •     Correlate data across reports
 •     Customizable Reports
 •     Free
Google Analytics jobs have increased more than those
                    for Omniture

  Source :
Account Settings Page
Profiles and Accounts

                    Profiles                   Accounts

•Create a new account for each website

•Create Profiles within Accounts - to track different visit segments,
create access levels or website sections

•Can link 1 AdWords to 1 Analytics Account

•‘Admin’ access is at Account level
The Code: Generating and Implementing

•Place within „body‟ of web page
•Place on ALL pages within the website
Reported Segments

collects your
data based on 5
broad segments
                    …Which give us over 80
                    primary reports, which can
                    be further drilled down to
                    over 1,000 unique reports.
  Data Representation

Easily export/email a report
•4 format options, incl. PDF,
                                    •Day/week/month views
                                    •Compare 2 metrics
                                    •„Compare to site‟
                                    •Compare date ranges
                                    •Highlight data point on

                                Data table
                                •Overview of selected
                                •5 unique data views
                                •Search box to
                                include/exclude specific data
                                •Easily compare
                                performance to Site Avg.
Programs offered by Learning
              Our „digital‟
      No one covers Cour as we do !!

   Basic SEO           Advanced SEM          Advanced SEO

   Basic SEM          Integrated Digital        SMO

Affiliate Marketing   Website Usability    Website Analytics
                 No one covers „digital‟ as we do
                          Our Courses
                              Modern Website       Flash Programming
 Web Copy Writing                Design

Content Management                                Java Scripts and Ajex -
                              PHP Programming              Basic

                              Mobile Gaming and
Java Scripts and Ajex –          Application           Web Security
      Advanced                  Development