WEB ANALYTICSCONCEPTS & THEORIESMKTG*6226 // CLASS LEADERSHIP PRESENTATION // MATT CASS

agenda

» introduction to web analytics» why it’s important

» basic concepts & terms» web analytics vs. data mining» focus: analyzing engagement» output: presentation matters» web analytics in practice

what is web analytics?

» web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create an understanding of the visitor experience online

» goal: identify and target responsive customers

why it’s important

basic concepts & terms

on-site» page views» conversion &

abandonment rate» loyalty» frequency » recency» self-report» transaction history

off-site» online behaviour

outside of your site» buzz

general » page tagging» cookies» geolocation» sentiment analysis

engagement

source: Forrester Research

web analytics vs. data miningdata mining» identifying

patterns and correlations within databases

» e.g. social network analysis

» data gathering vs. data mining

data presentation

know your audience!» dashboard

» visual summary of information» persona

» prototypical user characteristics» key performance indicators

» ratios, percentages, averages» reports

» any combination of the above

web analytics in practice

» define your key performance indicators» tie them to your business objectives

» present your data in a meaningful way» know your audience

» use web analytics as a learning tool» targeting and optimizing

» make your “other media” more social

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basic concepts & terms

» hits» an action on a website, e.g. user views a page or

downloads a file» page views

» actual visitor views or requests for information» visits

» unit of activity on a website » unique visitors

» number of visitors in a given timeframe » unique identified visitors

» unique visitor that can be tied to specific personal information

conversion funnel

dashboard

key performance indicators

key performance indicators

type of site recommended kpi’s

content avg. page views per visit, percentage of high frequency visitors

marketing lead generation conversion rate, avg. cost per lead, revenue per visit

customer support avg response time, distribution of new vs. return customers

online retail buyer conversion rates, avg revenue per visit, percentage of happy customers

engagement framework

source: Forrester Research