Drawing Customer Insights From Different Sources of Web Traffic

Presented by: VITTORIO AQUINO

By the end of this lesson you should be able to:

● Identify key performance indicators in Google Analytics and how they can be used to evaluate marketing efforts

● Identify the uses of the same metric, and how choosing the right KPIs depends on your business goals

What are key performance indicators? (theory)

● Key performance indicators (or KPIs) are types of performance measurement.[1] KPIs evaluate the success of an organization or of a particular activity in which it engages.

● Often success is simply the repeated, periodic achievement of some levels of operational goal, and sometimes success is defined in terms of making progress toward strategic goals.[2]

● Choosing the right KPIs relies upon a good understanding of what is important to the organization.[3]

Key Performance Indicators? (in the real world)

● Measurable achievable, and scaleable targets per industry

● Targets needed to be achieved to reach business success

KPIs of a News Website (soft target)● Time on the website (measured by Audience

Overview in Google Analytics)

KPIs of a News Website (hard target)● Number of Audience Subscribers (measured by

Goals in Google Anaytics)

Exercise: Define Analytics KPIs (soft and Hard)of:

● A real estate website● An online fashion retail store● A travel website

Next Steps:

● Get a real Google Analytics account at https://google.com/analytics

● Integrate Google Analytics with a website that you own

● Keep on playing with the data

Quote of the Day

Sources● Carol Taylor Fitz-Gibbon (1990), "Performance

indicators", BERA Dialogues (2), ISBN 978-1-85359-092-4.

● Developing Meaningful KPIs <http://www.intrafocus.com/services/developing-meaningful-kpis>.

● Google Analytics <https://google.com/analytics● What are Key Performance Indicators

<http://management.about.com/cs/generalmanagement/a/keyperfindic.htm>.