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From Page Views to Bounce Rates:
The Fundamentals of Website Analytics
Mr.Pravin
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
JavaScript
Tags
Log Files
&
Hit
Counters
Click &
Mobile
heat
Analytics
maps
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
Omniture
32%
None
22%
Coremetrics
16% Others
13%
e
Googl t
Om ni ur e Cor em et r s
i
c Ot her s None
Date source: Internet Retailer Top 500 Retail Web Sites
Date: January 2008
Sites: 500
Data points: 793
http://www.internetretailer.com/Top500/list.asp
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
monitored
Depth of Visit report vs. Avg time on Site
metrics.
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
analytics
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
Banner
Advertizing/M Search Engines
edia Organic | SEM
E-Mailers
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
places.
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)
Section-wise
PVs/Time on
site
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 www.omniture.com
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. www.google.com/analytics
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
packages.
• 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
configuration
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
SQL.
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 :
WebWorkerdaily.com
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
Google
Analytics
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,
XML, CSV & TSV
Graph
•Day/week/month views
•Compare 2 metrics
•„Compare to site‟
•Compare date ranges
•Highlight data point on
mouse-over
Data table
•Overview of selected
component
•5 unique data views
•Search box to
include/exclude specific data
•Easily compare
performance to Site Avg.
Programs offered by Learning
Catalyst
www.learningcatalyst.in
Our „digital‟
No one covers Cour as we do !!
Basic SEO Advanced SEM Advanced SEO
Basic SEM Integrated Digital SMO
Marketing
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
Systems
Mobile Gaming and
Java Scripts and Ajex – Application Web Security
Advanced Development
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