WebC2 t1 t2-t3
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Transcript of WebC2 t1 t2-t3
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Web Analytics & Business Organization
Strategy & Implementation
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TOPIC REQUIREMENTS
Web Analytics User Account linked to Google Analytics.
Business understanding of the account linked to Google Analytics.
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Business Functions Stakeholders Expectations
Reporting to Stakeholders Needs
WEB ANALYTICS & BUSINESS ORGANIZATION
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executive team
Web Analytics & Business Functions
Sales: Revenue Per Visit
Cost Per Transaction Items per Transaction
Conversion Rate
Marketing: % Reach
Impression Share % New Visits
Brand Search Share Brand Engagement
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Senior Management needs reports directly actionable against Quarterly / Annual
Goals.
Compare this with
Analytics Reports that generate data at Clickstream, Visit
Outcomes, Competitor Benchmarks, etc.
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Brand Manager Web AnalystCampaign & Analytics# of paid search visits
# of non-paid search visits
# of direct visits
# of overall search visits to the website
# of searches for a search phrase / keyword
Marketing IndicatorsUnderstands at both a
functional and an industry level
Categorizes Web Analyst
reports using Segmentation, Pivots and
Filters
Turns analytics data into functional information
Web Analytics & Stakeholder (Marketing)
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Web Analyst
Campaign & Analytics
# of search visits with Brand terms
# of direct visits
# of overall search visits to the website
# of Brand Term Searches for Jigsaw
# of Brand Term Searches for Competitors A, B and C
Metrics & Dimensions that map to Marketing goals (Company Level)
Requires Understanding – Web Analytics Tool | Segmentation | Reporting
Web Analytics & Marketing Function
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Brand Manager
Focus on Marketing goals (Company Level)
Requires Understanding – Campaign | Product | Competition | Audience
Brand Goal Target Actual
Reach 30% 24%
New Visits 45% 64%
Web Analytics & Marketing Expectation
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Brand Manager
Brand Goal
Target Actual
Reach 30% 24%
New Visits 45% 64%
Web AnalystCampaign & Analytics
# of search visits with Brand terms# of Direct Visits
# of overall search visits to the website
# of Brand Term Searches for Jigsaw
# of Brand Term Searches for Competitors A, B and C
Move from metrics & dimensions to Marketing goals (Company Level)
Requires Understanding – Campaign | Product | Competition | Audience
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Organic Search + Direct Visits = 17,645 + 11,295 =
28,940
Brand Engagement Calculations
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Brand Manager helps identifying right Segments |
Filters
Web Analyst generates the report
TIP: These are great interactions for the Web Analyst to understand business context
Organic Visits Illustrations
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Web Analyst – Brings structured data to the table
Brand Engagement Calculations
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Brand manager – Brings the Business Context!
Brand Engagement Calculations
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Organic “Brand Term” Visits = 4,028Adjust for “Not Provided” = 9,848Direct Visits = 11,295
Total “Brand Term” driven Visits = 25,171
Brand Engagement = 25,171 / 28,940 = 87%
How do we report This?
How do we read this as a business indicator?
Website Metric
Business Metric
Brand Engagement Calculations
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Q1 Q2 Q3 Q40%
10%
20%
30%
40%
50%
60%
70%
80%
Brand Engagement Score
This completes the journey from Website Metric to Business Performance Indicator
Brand Engagement: Business Metric to KPI
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Brand Manager
Brand Goal
Target Actual
Reach 30% 24%
New Visits 45% 64%
Web AnalystCampaign & Analytics
# of search visits with Brand terms# of Direct Visits
# of overall search visits to the website
# of Brand Term Searches for Jigsaw
# of Brand Term Searches for Competitors A, B and C
Move from metrics & dimensions to Marketing goals (Company Level)
Requires Understanding – Campaign | Product | Competition | Audience
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CMO
Business Indicators
Budgeted Vs. Actual RoI (Performance)
$s required to meet revised targets
(Plan)
%ge increase in Repeat Purchases
Gross Margin Per Visit – Trends
Customer Lifetime Value
Q1 Q2 Q3 Q40%
10%20%30%40%50%60%70%80%
Brand Engagement Score
Should the CMO worry about this drop?
If so, what are the
options available to improve this KPI?
Web Analytics & Senior Executives
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CMO Brand Manager
•(# of Brand Term Search Visits + # of Direct Visits) / (# of Search Visits + # of Direct visits)
Brand Engagement
•(# of Brand Term Searches for Jigsaw) / (# of Brand Term Searches for [Jigsaw + Competitors])
Brand Search Share
Index
move from marketing metrics to business measures (industry perspective)
Take actions – requires business understanding
Web Analytics & Business Expectations
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Moving from Data to Insights to Business Actions
Web Analytics & Stakeholders (Marketing)
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RECAPData converted to:
online metrics;Business indicators;Actionable insights.
Analytical and business capabilities required across different functions.
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Thank You
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Web Analytics & Business Strategy
Strategy & Implementation
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Understanding Business Strategy
Business Strategy – Performance Indicator
Measuring Marketing Performance
Measuring ModelsCreating Measurement Models & Reporting
WEB ANALYTICS & BUSINESS STRATEGY
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Business Strategy
Differentiate from Competitors
Achieve revenue & margin goals
Attract & retain customers
AttributesBased on Market Need,
Inherent Strength, Competitor Weakness
Long Term Advantage
Betting the business – all investments are towards achieving strategic goals
Executed over years (as opposed to quarters /
months)
What is a Business Strategy?
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Differentiate From Competitors
• Increase Brand Share
• Increase Brand Engagement
• SERP for natural traffic
• Website Rank
Customer Focus
• Average order Value
• % returning customers
• % referral Rate• Customer
Lifetime Value
Cost Leadership
• Cost per transaction
• Cost per Visit• Cost of Customer Acquisition
Sample Business Strategies
Why are these important for Web Analysts? KPIs are based on the strategic goals of a business
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Understanding Business Strategy
Business Strategy – Performance Indicator
Measuring Marketing Performance
Measuring ModelsCreating Measurement Models & Reporting
WEB ANALYTICS & BUSINESS STRATEGY
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Business Strategy Business IndicatorsLowest Price Guarantee Lower Selling Costs
Cost per visit, per transaction
Equal or Better Service / Support
Equal or better Customer Experience
Increase Cross sell / Up sellItems per transaction, average order value
Steady Service / ExperienceWebsite page-load, easy catalogue search
Business strategy determines metrics and performance
indicators
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Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue
Optimization and Conversion
Landing Page Micro Conversions, Page Value, Conversion Funnel
Performance Indicators
Failure Points
Website Objective
Marketing objective:Build high converting, natural search traffic
Measurement Marketing Performance
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Understanding Business Strategy
Business Strategy – Performance Indicator
Measuring Marketing Performance
Measuring ModelsCreating Measurement Models & Reporting
WEB ANALYTICS & BUSINESS STRATEGY
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Example: Jigsaw Academy - Training for Business Professionals
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Micro-conversions- Lead Generation
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Path to Purchase
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Path to Purchase: Product Review
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Path to Purchase: Subscription
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Path to Purchase: Order Fulfillment
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Path to Purchase: Analytics Report
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Path to Purchase in Analytics
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Path to Purchase in Analytics
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Path to Purchase in Analytics
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Understanding Business Strategy
Business Strategy – Performance Indicator
Measuring Marketing Performance
Measuring Models
Creating Measurement Models & Reporting
WEB ANALYTICS & BUSINESS STRATEGY
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Track progress of business objective(s) on a regular basis
Identify & measure metrics / KPIs
Indicate which initiatives are working and which do not
Help calibrate business actions based on data driven insights
What is a Measurement Model?
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ValidationMetric & Business Indicators
FunctionalObjectives
Measurement Model – Simple Rules
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FunctionalObjectives
MARKETING
SALES
BRAND
CUSTOMER EXPERIENCE
Measurement Model – Simple Rules
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REVENUE
BRAND SHARE
REPEAT CUSTOMERS
WEBSITE MONETIZATION
Metric & Business Indicators
Measurement Model – Simple Rules
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MARKETING
BRAND SHARE
Measurement Model – Simple Rules
Is this Right?
sales
brand
Customer experience
revenues
margin
Repeats & referrals
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Represent functional objectives;
Capture what is happening - accurately &
detailed,
Indicate what works or not;
What actions to take.
Validation
Measurement Model – Simple Rules
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Understanding Business Strategy
Business Strategy – Performance Indicator
Measuring Marketing Performance
Measuring ModelsCreating Measurement Models & Reporting
WEB ANALYTICS & BUSINESS STRATEGY
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Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue
Optimization and Conversion
Landing Page Micro Conversions, Page Value, Conversion Funnel
Performance Indicators
Failure Points
Website Objective
Measurement Marketing Performance
Marketing objective: Build high converting, natural search
traffic
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Site Level Monetization
Site Value 237,465 X 0.56
= 132, 980
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Page Level Monetization
Continuous optimization and steady business would show what trend?
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RECAP Relationship between business
strategy and Web Analytics identified through business indicators,
Linked the indicators to web analytics metrics.
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Thank You
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Web Analytics Measurement Framework
Strategy & Implementation
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Identifying & Agreeing on Performance Indicators
Web Analytics Implementation Framework
Reporting Business Insights
Highlighting Business Actionables
Web Analytics Measurement Framework
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CXO Level Business strategyLow cost online retailer
Vice President
Marketing goals• Brand awareness• Visit personalization• Purchase recommendation
Marketing / Senior Managers
Performance indicators• Low cost per visit• Low cost per transaction• High average order value• High items per transaction
Web Analytics Implementation –Strategy to Indicators
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Operations/Finance
Agree on targetsLow cost online retailer
Analysts What / who to measure• Target price conscious
users• Visit personalization• Purchase recommendation
Executives / Senior Managers
Business insights & actionables
• Low cost per visit• Low cost per transaction• High average order value• High items per transaction
Web Analytics Implementation –Measurement to Insights
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Identifying & Agreeing on Performance Indicators
Web Analytics Implementation Framework
Reporting Business Insights
Highlighting Business Actionables
Web Analytics Measurement Framework
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Introducing Online Measurement Model
Marketing Goals Brand Awareness Personalization Recommendation
KPIs Brand EngagementBrand Search Share
Returning Visitors | Repeat Customers
Average Order Value | Items Per Transaction
QoQ Target for KPIs
10% Increase 5 % Increase 5% Increase
Measure 1. New Visits - from “Direct”2. Search Visits - “Brand Visits” | Brand Term Search Index
1. Segment: Returning Visitors2. Measure: Cost Per Visit | Conversion Rate | Average Repeat Purchase Rate | Cost per transaction
1. Segment: Returning Visitors2. Measure: Average Order Value, # of Product Categories / Transaction, # of Items / Transaction
Available from Campaign / Analytics Reports?
Yes yes Yes
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Example: Jigsaw Academy - Training for Business Professionals
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Statement: Jigsaw is in the business of Online Training for Analytics
Professionals.
Business Goal: The company wants to generate quality visit sources at low
costs.
Organic Acquisition Strategy
Ability to leverage Brand in the short to medium term is low
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Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-130
500
1000
1500
2000
2500
3000
3500
4000
Steadily increasing, but not enough to meet business goalsNeed organic & other sources to supplement brand driven visits
Visits from
Brand Term
Search
Month & Year
Brand Search Trends
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CXO Level
Business strategy
Driven revenues from organic traffic
Organic Traffic:Strategy to Indicators
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Vice President
Marketing goals
Brand awareness
New visitors
Repeat visitors
Leads
Organic Traffic:Strategy to Indicators
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Performance indicators
Brand / Generic term search ranks
Visitor Engagement
Lead quality
Content relevanceTraffic
Marketing / Senior
Managers
Organic Traffic:Strategy to Indicators
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Marketing / Sales
Agree on targets15% increase in enrolment
20% increase in visits
10% increase in content monetization
Organic Traffic:Strategy to Indicators
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Analysts
Organic Traffic:Strategy to Indicators
What / who to measureNew visits & returning
Brand search share index
Micro conversions
Lead generation
Lead to customer conversion
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Executives / Senior
Managers
Business insights & actionables
Improve lead quality?
Increase visits with relevant intent?
Content marketing for referral/social visits?
Organic Traffic:Strategy to Indicators
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Identifying & Agreeing on Performance Indicators
Web Analytics Implementation Framework
Reporting Business Insights
Highlighting Business Actionables
Web Analytics Measurement Framework
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Marketing /Sales Analysts Executives /
Senior Managers
Agree on targets
15% Increase in Enrollment
20% Increase in Visits
10% increase in Content
Monetization
What / Who do we measure?
New Visits & Returning Visitors
Brand Search Share Index
Micro ConversionsLead ConversionLead to Customer
Conversion
Business Insights &
ActionablesImprove Lead
Quality?Increase visits with
relevant intent?Content Marketing for Referral / Social
visits?
Web Analytics Implementation –Measurement to Insights
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Relevant content & Refresh
Visitor Engagement
Average Visit Time
(Page / Website)
Likes | Comments |
Reviews
SERP
Increased Visits
Actionable: Content Strategy to DriveOrganic Visits
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Relevant content & Refresh
Visitor Engagement
Average Visit Time
(Page / Website)
Likes | Comments |
Reviews
SERP
Increased Visits Content has
Context:a) Is it relevant
for next 30 days?
b) Is it relevant for our customers?
c) Is it relevant for our back linkers?
d) What type of content? Text | Image | Audio | Video | Shareable | Downloadable | Portable
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Relevant content & Refresh
Visitor Engagement
Average Visit Time
(Page / Website)
Likes | Comments |
Reviews
SERP
Increased Visits
Great Content: Video Play, Download, Search
Engaged Visitors: Scroll Down, Time on Page, Bounce Rate, Did they visit another page
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Relevant content & Refresh
Visitor Engagement
Average Visit Time
(Page / Website)
Likes | Comments |
Reviews
SERP
Increased Visits
Higher Rankings: SERPs for target Search Phrases / SEO Pages
Positive Feedback: Measure Sentiment / Tone of Reviews
More Visitors: Visits, Visitors, First / Repeat
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Some questions to consider …
What is missing in the SEO Category Pages?
How many SEO Pages do we manage today?
Are we measuring all of these?
Do we know our best performing pages by category?
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Outcomes Company Product BlogEngagement Time on Page, Bounce rates, Pages / Visit,
Chats / VisitPositives Comments / LikesInteraction Comments | Scroll Downs | Video PlaySite Monetization
[Micro Conversions, Leads, Page] - $ Values / Visit
Visits # of First Time | Repeat VisitorsLeads # of Leads / EnquiriesHigher Conversions / Conversion Rates
Visits to Leads| Leads to Purchase| # of Purchases | Average Purchase Value
Site
Ex
peri
ence
Busi
ness
O
utco
me
Reporting Actionable Outcomes – Content & Organic Segment
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outcomes visits engagement leadsEngagement
Positives Interaction Site MonetizationMore VisitsMore searchesHigher enrollment/ enrollment rates
Site
Ex
peri
ence
Busi
ness
O
utco
me
Reporting Actionable Outcomes – Content & Organic Segment
all of these can be reported as above, using tools like Google Analytics
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Identifying & Agreeing on Performance Indicators
Web Analytics Implementation Framework
Reporting Business Insights
Highlighting Business Actionables
Web Analytics Measurement Framework
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Poor Lead
QualityLow Lead to Enrolment Conversion
Communicate product
price clearly; Conduct Survey of
Leads
Jigsaw Academy Organic Traffic -Actionables from Analytics
ISSUE INDICATOR ACTION
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Poor Visit Quality
High Bounce
Rates | Low Time on
Site | Low Visit to Lead
Conversion
Optimize Landing Pages &
Keywords for Visitor
Intents of Comparison & Purchase
Jigsaw Academy Organic Traffic –Actionables from Analytics
ISSUE INDICATOR ACTION
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Low # of Visits
Monthly Visit Trends
Content Marketing for
Social | Referral Traffic
Jigsaw Academy Organic Traffic –Actionables from Analytics
ISSUE INDICATOR ACTION
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RECAPUnderstood & created a measurement
model to understand if our content strategy is working;
Improve strategy by understanding why certain aspect are not working.
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Thank You