Revealing Behavior: Web Analytics Strategy 101
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Transcript of Revealing Behavior: Web Analytics Strategy 101
Revealing BehaviorWeb Analytics Strategy 101
Ravi Singh
–– About this Talk ––
This talk is about Web Analytics Strategy,Managing an in-house analytics program,
And leveraging analytics to optimize your product.
“ ”The Analytics Mission
Analytics involves measuring, testing and storytelling.
But it’s real purpose is to TAKE ACTION to improve, based on insights from well-
interpreted data.If you won’t take action, don’t bother with
analytics.
Innovate wisely…
Making changes is risky—you may alienate customers, or over-invest in the wrong things
and not know why.
You can be very busy innovating yourself into failure if you are not measuring outcomes
and taking the right actions all the time.
So how do you make sense of it all?
What is your business mission?How does your product support
it?What are your “KPIs”? Who will you report to?
What actions will you take?
Strategy!
Dr. Strangelove © Hawk Films
Let’s Start the Process
Strategic Analytics Process
1 Planning 2 Implementation 3 Analysis 4 Improvement
Business GoalsKPI WorksheetAnalytics SpecReporting Plan
Tool ConfigurationDevelopmentValidation/QA
Data Collection
Automated ReportingExecutive DashboardInvestigative AnalysisOptimization Analysis
Action PlanNew Tagging
New CampaignsExperimental Testing
Strategic Analytics Process
1 Planning 2 Implementation 3 Analysis 4 Improvement
Business GoalsKPI WorksheetAnalytics SpecReporting Plan
Tool ConfigurationDevelopmentValidation/QA
Data Collection
Automated ReportingExecutive DashboardInvestigative AnalysisOptimization Analysis
Action PlanNew Tagging
New CampaignsExperimental Testing
1. Planning
Analytics Planning in a Nutshell
State your business
goalsDefine your
KPIsDetermine
your audience
Design your reporting strategy
Plan your analytics
requirements
Key Performance IndicatorsTotal
Revenue # of Leads Conversion Rate Site Traffic Registratio
ns # of Logins
Email Open Rate
Call reduction
Customer Satisfactio
nBounce
RateVisits /
Page ViewsSession Length
Top Content
Top Products
Average Order Size
Campaign Results
Top Countries Time Zones
Unique Visitors
Pages Visited
Social Shares Error Rates Top
KeywordsEntry/Exit
Page
You may measure everything, but your KPIs are the few metrics you
monitor closelyTotal
Revenue Site Traffic
Bounce Rate
Average Order Size
Unique Visitors
Entry/Exit Page
Know Your AudienceExecutives High-level, trended, broad business-oriented metrics.
Will always have unexpected and interesting questions.
Marketers Effectiveness of online and email campaigns, conversion rates for e-commerce, lead generation.
Product Managers Overall product health, customer satisfaction, positive trends, effectiveness of features, areas for opportunity.
Developers Evidence of robust activity throughout the application, system downtime, UI errors and other failure points.
User Experience Actual vs. expected user flows, level of engagement, user errors, and major drop offs in key flows.
Design the Right Reports for the Right Audiences
Executives
Marketers
Product Managers
Developers
User Experience
End of Year Summary
Ad Hoc/Deep Dive Reports
Weekly Email
Dashboard
Campaign Summaries
Monthly Presentation
Plan before implementing Start by recalling your KPIs, Audience and Reporting
Strategy
Identify all the things you need to measure
Carefully document your tagging strategy, parameters, metadata
Only then, move on to implementation
2. Implementation
Strategic Analytics Process
1 Planning 2 Implementation 3 Analysis 4 Improvement
Business GoalsKPI WorksheetAnalytics SpecReporting Plan
Tool ConfigurationDevelopmentValidation/QA
Data Collection
Automated ReportingExecutive DashboardInvestigative AnalysisOptimization Analysis
Action PlanNew Tagging
New CampaignsExperimental Testing
CHOOSE YOUR WEAPONS
6 Tips for Implementation
1. Choose your platform wisely
2. Don’t be lazy with your tagging strategy–it will serve you or haunt you for years
3. Use JS for sites and SDKs for applications
4. Filter activity from your company network and dev servers
5. Validate your data collection before go-live
6. Use tools that work together to get the big picture
3. Analysis
Strategic Analytics Process
1 Planning 2 Implementation 3 Analysis 4 Improvement
Business GoalsKPI WorksheetAnalytics SpecReporting Plan
Tool ConfigurationDevelopmentValidation/QA
Data Collection
Automated ReportingExecutive DashboardInvestigative AnalysisOptimization Analysis
Action PlanNew Tagging
New CampaignsExperimental Testing
What can Analytics help you achieve?
© Shepard Fairey © 2012, NY Times
Analysis Tips
Start Broad, Looking Across your KPIs
Dive Deep where
something is
unexpected
Revenue Traffic Conversions Bounce Rate Error Rate
Product MixAverage PriceItems in CartPromotionsSeasonality
Investigate and correlate to get
better understanding
• Track closely over time
• Make modifications• Run experimental
tests
Take action
Analytics Organizational Maturity Model
Ad hoc analysis Omnichannel Personalization
Segmentation Optimization
Basic tracking Standard dashboards Automation
3
2
1
6 Tips for Analysis
1. Start broad, go deep, correlate
2. Use different methods to gain understanding, including surveys and user feedback
3. Build hypotheses before designing solutions
4. Measure & optimize marketing effectiveness (SEM, SEO, Email, Display, Social & etc.)
5. Look for meaningful segmentation as you analyze – regions, devices, demographics, new vs. returning visitor
4. Improvement
Strategic Analytics Process
1 Planning 2 Implementation 3 Analysis 4 Improvement
Business GoalsKPI WorksheetAnalytics SpecReporting Plan
Tool ConfigurationDevelopmentValidation/QA
Data Collection
Automated ReportingExecutive DashboardInvestigative AnalysisOptimization Analysis
Action PlanNew Tagging
New CampaignsExperimental Testing
Where do we go from here?
1. To keep up progress, create or update your action plan every month
2. For deeper insights, implement more sophisticated tagging strategies
3. To drive more value, plan new campaigns and track their performance
4. To optimize,test different designs to find the most effective ones
Experiment to Find the Best Design
© Holland Dumbeck McCue
You can split test ANYTHING!
© DailyConversions.com
7 Tips for A/B Testing
1. Have an informed Hypothesis
2. Have a clear Control
3. Test only worthwhile designs
4. Let the test run until your sample size is dependable
5. Avoid changing too many design variables at once
6. Make sure you are learning WHY, not just WHICH won
7. Start a betting pool to get people engaged
What did all this mean?
4 take aways
Measure so you can take action
Analytics is a full-time job, a strategic program
Advocate for analytic insights because they’re not intuitive
Analytics will drive better design decisions and business outcomes
THIS IS THE LAST SLIDEThank you.