Post on 10-Apr-2018
8/8/2019 Website Analytics| Learning Catalyst
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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
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So here's something
weµll like to announceas a preamble...
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Quite unlike anything in the past, businesses nowcan get 'live' data from their website and can
use this to improve their operations
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But most businesses suck at knowing what to dowith this µlive¶ data
Like BIG time
And that¶s why Web Analytics is aµmuch in demand¶ skill.
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How can studying data can help you run your
business better
And why are managers not doing it currently?
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Even if you don¶t see job titles for µWeb Analytics¶,
this is a very useful additional skill to have
Especially if you have been around for a
couple of years in the µweb¶ industry.
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So what really do Analytics guys do?
They use web analytics data to help make business decisions based on concretedata and historical trends. Before this, a lot of these decisions were done just based
on that dangerous thing called µgut feel¶
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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.
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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 ????
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Lets get a perspective first
JavaScriptTags
Log Files
Counters
Log Files
&
Hit
Counters
Click &
ma s
Click &
heat
ma s
Mobile
Analytics
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Who are your visitors?
Country/city
Browser/OS data
New/RepeatImprove 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?
What¶s making them leave?
«much more
And see what web analytics helps us to measure
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Some common tools
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43%
Omniture
32%
Coremetrics
16% Others
13%
None
22%
G o o g le O m n it u r e C o r e m e t ric s t h e r s N o n e
Date source: Internet Retailer Top 500 Retail Web Sites
Date: January 2008
Sites: 500
Data points: 793
http://www.internetretailer.com/Top500/list.asp
24% use at least 2 solutions
on their site
What the Top 500 online retailers are using...
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Which are the metrics which you need to watch out for?
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Revealed : Why MBA¶s hate Analytics :
There are too many metrics !!
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Businesses usually stop at just setting up
analytics
That¶s where it is supposed to begin.
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Some very relevant
analysis can be done
after set-up
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Partner Sites/Referrals
E-PRs
Direct type-ins
Browser Bookmarks
Search EnginesOrganic | SEM
Banner
Advertizing/MediaE-Mailers
Social Media
SocialBookmarks
The source of visitors to your site can be studied
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SEM campaign can be optimized
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Identify weak SE¶s, keywords to work onGain insights to visitor¶s intent (eg.: µcourse¶ vs µinstitute¶ shows more focus onsubject/content than brand)
Analysis of Organic traffic helps strategize SEM campaign
SEO campaign can be optimized
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Internal Search Optimization
On-S ( nterna )
Search a critica
component of actua
ite performance.
But its ana ysis is
comp ex because it
routes to so many
p aces.
What do visitors
search on and
where do they
go from search?
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And µadvanced¶ features can be implemented
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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
Primary GoalsSecondary Goals
For example, goals of users can be tracked
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Google Analytics changed the landscape completely whenit launched a free package in 2005
Coming to the vendors, the main vendors are
Google Analytics, CoreMetrics, Websidestory,
Omniture, Web trends.
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Vendor Profile: Omniture
Type of Offering
Ta -Based
Ana ytics very robust
Rich 3rd Party integration
Current Market Leader Comp ex imp ementation
Appropriate For
Larger companies ooking for the safest-bet in ana ytics.
Combines solid reporting and analytics strength in almost every area.
Analytically inclined companies.
Expensive & support is not considered good.
www.omniture.com
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Google Analytics
Type of Offering:
Tag-Based
Modest Reporting and Limited Analytics
Low-range offering with easy
implementation and very attractive UI.
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.
www.google.com/analytics
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So should I get into this ?
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The future¶s bright
³Web Analytics is hard.´
± Eric Peterson
³10% of your budget should be spent on tools, while
90% spent on people (brains) who will be responsible
for insights.´
± Avinash Kaushik
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Basic skills which employers would look out for
Great with nos and Good data patternrecognition skills.
Basic html and javascript skills so that youcan work with any nagging issues duringanalytics set-up and maintenance.
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Ability to communicate findings to thebusiness in terms it can understand.
Familiarity with the main Analyticspackages.
Capability to understand what dataneeds to be tracked for the business togrow. This requires experience of a fewyears, does not come easily.
Expertise in report design andconfiguration
Basic skills which employers would look out for
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An actual job description
Analyzes Website performance, trends and click stream path analysis activity toprovide data driven business insights, leading to fundamental improvements to theWebsite experience.
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 andanalytics are 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 Websitebased 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.
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What if you are not from the SEO/SEM/SMO?
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Case Study : Google Analytics
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Extremely simple µuser-friendly¶ interface
Compatible with Google Adwords or Adsense
µGoal oriented¶ analysis & µIntelligence¶
Correlate data across reports
Customizable Reports
Free
Key pointsKey points
Some Advantages of Google Analytics
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Google Analytics jobs have increased more than those
for Omniture
Source :
WebWorkerdaily.com
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Account Settings Page
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Profiles Accounts
Profiles and Accounts
Create a new account for each website
Create Profiles within Accounts - to track different visit segments,
create access levels or website sections
Can li nk 1 AdWords to 1 Analytics Account
µAdmi n¶ access is at Account level
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Place within µbody¶ of web page
Place on ALL pages within the website
The Code: Gener ati ng and Implementi ng
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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.
Reported Segments
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GraphDay/week/month viewsCompare 2 metricsµCompare to site¶
Compare date rangesHighlight data point onmouse-over
Data tableOverview of selectedcomponent5 unique data viewsSearch box toinclude/exclude specific dataEasily compareperformance to Site Avg.
Easily export/email a report4 format options, incl. PDF,
XML, CSV & TSV
Data Representation
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Programs offered by Learning
Catalyst
www.learningcatalyst.in
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Our CourNo one covers µdigital¶ as we do !!
Basic SEO Advanced SEM Advanced SEO
SMOBasic SEM
Website Analytics Affiliate Marketing
Integrated Digital
Marketing
Website Usability
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Our CoursesNo one covers µdigital¶ as we do
Web Copy Writing Modern Website
Design Flash Programming
Java Scripts and Ajex -
Basic Content Management
Systems
Web SecurityJava Scripts and Ajex
Advanced
PHP Programming
Mobile aming and
Application
Development