We all know web analytics is important to track website performance. But how do we move beyond “tracking” to making informed decisions? In order to find answers, gain analytics insights, we need to ask the right questions. Data alone is meaningless. It only counts if it affects decision making. In this session, learn to pair key metrics with meaningful questions including: How do we decide what content to publish on our website? How do we decide if our web content is effective? How do we prioritize web projects? - http://www.epublishmedia.com

1. Making Better Decisions
with Web Analytics
Rick Allen
Babson College
F.W. Olin Graduate School of Business
eduWeb Conference
July 28, 2010
Rick Allen • @epublishmedia #eduWeb • #analytics

2. Hi, I’m Rick.
Rick Allen • @epublishmedia #eduWeb • #analytics

3. This is not a talk
about analytics
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4. This is a talk about
analytics strategy
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5. @epublishmedia #eduWeb

6. But how is it used?
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7. What I’m talking about
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8. What I’m talking about
1. Analytics reporting vs. strategy
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9. What I’m talking about
1. Analytics reporting vs. strategy
2. Why business objectives +
website goals = better decisions
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10. What I’m talking about
1. Analytics reporting vs. strategy
2. Why business objectives +
website goals = better decisions
3. How to ask the right questions
& find relevant answers
@epublishmedia #eduWeb

11. What I’m talking about
1. Analytics reporting vs. strategy
2. Why business objectives +
website goals = better decisions
3. How to ask the right questions
& find relevant answers
4. Keeping it going
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12. Reporting
Objectives Measurement
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13. Strategy
Objectives Goals Measurement
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14. “ Data doesn't automate
[design and content]
decisions...Data will never
replace human judgment.
Colleen Jones
Content Science
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15. Web Analytics Strategy
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16. Web Analytics Strategy
‣ Business objectives
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17. Web Analytics Strategy
‣ Business objectives
‣ Website goals
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18. Web Analytics Strategy
‣ Business objectives
‣ Website goals
‣ Web metrics
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19. Web Analytics Strategy
‣ Business objectives
‣ Website goals
‣ Web metrics
‣ Key performance indicators
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20. Web Analytics Strategy
Business Effective Measured
objectives decisions goals
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21. Objectives & goals
put data in context.
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22. “ Often numbers don't speak as
loudly as they should because
you are missing one simple
ingredient: context.
Avinash Kaushik
Author, Web Analytics 2.0
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23. “ I'm astounded at how few
decision makers actually use
web analytics data...I'm
convinced it's because we
report things they don't care
about.
Avinash Kaushik
Author, Web Analytics 2.0
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24. Irrelevant
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25. Irrelevant
‣ 2,000 pageviews
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26. Irrelevant
‣ 2,000 pageviews
‣ 60% direct traffic
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27. Irrelevant
‣ 2,000 pageviews
‣ 60% direct traffic
‣ 70% returning visitors
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28. Make data relevant
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29. Make data relevant
‣ Business objective:
Increase engagement and retain
visitors
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30. Make data relevant
‣ Business objective:
Increase engagement and retain
visitors
‣ Website (analytics) goals:
• More than 3 pages per visit
• More than 1 minute per page
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31. Make data relevant
‣ Business objective:
Increase engagement and retain
visitors
‣ Website (analytics) goals:
• More than 3 pages per visit
• More than 1 minute per page
‣ KPIs:
New vs. returning, depth of visit,
time on page, loyalty
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32. Ask meaningful questions
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33. @epublishmedia #eduWeb

34. How do we decide
what new content
to publish?
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35. How do we decide
what new content
to publish?
How do we decide
what content to
update?
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36. @epublishmedia #eduWeb

37. How do we
prioritize web
projects?
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38. How do we
prioritize web
projects?
How do we decide
what technology
to use?
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39. @epublishmedia #eduWeb

40. How do we decide
where to focus
communications?
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41. How do we decide
where to focus
communications?
How do we know
if our website is
effective?
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42. Connecting
questions with
answers
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43. How do we
decide what
new content
to publish?
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44. New Content
that you need content strategy.
Response Metric(s)
Determine if people Keyword searches
successfully find content
Create content that Track referring websites
caters to new audiences and search engine traffic
Create attractive content Track and compare
using appropriate types content types
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45. New Content
that you need content strategy.
Response Metric(s)
Determine if people Keyword searches
successfully find content
Create content that Track referring websites
caters to new audiences and search engine traffic
Create attractive content Track and compare
using appropriate types content types
@epublishmedia #eduWeb

46. New Content
that you need content strategy.
Response Metric(s)
Determine if people Keyword searches
successfully find content
Create content that Track referring websites
caters to new audiences and search engine traffic
Create attractive content Track and compare
using appropriate types content types
@epublishmedia #eduWeb

47. New Content
that you need content strategy.
Response Metric(s)
Determine if people Keyword searches
successfully find content
Create content that Track referring websites
caters to new audiences and search engine traffic
Create attractive content Track and compare
using appropriate types content types
@epublishmedia #eduWeb

48. How do we
decide what
content to
update?
@epublishmedia #eduWeb

49. Update Content
that you need content strategy.
Response Metric(s)
Determine if content is Exit and bounce rates
engaging or confusing
Gauge content quality–is New vs. returning visitors
it useful?
Determine if recent Track newly updated
updates increase or pages
decrease traffic
@epublishmedia #eduWeb

50. Update Content
that you need content strategy.
Response Metric(s)
Determine if content is Exit and bounce rates
engaging or confusing
Gauge content quality–is New vs. returning visitors
it useful?
Determine if recent Track newly updated
updates increase or pages
decrease traffic
@epublishmedia #eduWeb

51. Update Content
that you need content strategy.
Response Metric(s)
Determine if content is Exit and bounce rates
engaging or confusing
Gauge content quality–is New vs. returning visitors
it useful?
Determine if recent Track newly updated
updates increase or pages
decrease traffic
@epublishmedia #eduWeb

52. Update Content
that you need content strategy.
Response Metric(s)
Determine if content is Exit and bounce rates
engaging or confusing
Gauge content quality–is New vs. returning visitors
it useful?
Determine if recent Track newly updated
updates increase or pages
decrease traffic
@epublishmedia #eduWeb

53. How do we
know if our
content is
engaging?
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54. Engaging Content
that you need content strategy.
Response Metric(s)
Track page views, visits, Traffic (within date range)
repeat visits
Track % of users who User comment rate
comment on content
Track length of time Time on page
users remain on pages.
@epublishmedia #eduWeb

55. Engaging Content
that you need content strategy.
Response Metric(s)
Track page views, visits, Traffic (within date range)
repeat visits
Track % of users who User comment rate
comment on content
Track length of time Time on page
users remain on pages.
@epublishmedia #eduWeb

56. Engaging Content
that you need content strategy.
Response Metric(s)
Track page views, visits, Traffic (within date range)
repeat visits
Track % of users who User comment rate
comment on content
Track length of time Time on page
users remain on pages.
@epublishmedia #eduWeb

57. Engaging Content
that you need content strategy.
Response Metric(s)
Track page views, visits, Traffic (within date range)
repeat visits
Track % of users who User comment rate
comment on content
Track length of time Time on page
users remain on pages.
@epublishmedia #eduWeb

58. How do we
measure
success?
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59. Measuring Success
that you need content strategy.
Response Metric(s)
Track goal conversions, Business metrics
exits, leads, subscribers
Track repeat visits, pages Usability metrics
per visit, bounce rate
Track inbound links, SEO metrics
Google index, page
ranking
@epublishmedia #eduWeb

60. Measuring Success
that you need content strategy.
Response Metric(s)
Track goal conversions, Business metrics
exits, leads, subscribers
Track repeat visits, pages Usability metrics
per visit, bounce rate
Track inbound links, SEO metrics
Google index, page
ranking
@epublishmedia #eduWeb

61. Measuring Success
that you need content strategy.
Response Metric(s)
Track goal conversions, Business metrics
exits, leads, subscribers
Track repeat visits, pages Usability metrics
per visit, bounce rate
Track inbound links, SEO metrics
Google index, page
ranking
@epublishmedia #eduWeb

62. Measuring Success
that you need content strategy.
Response Metric(s)
Track goal conversions, Business metrics
exits, leads, subscribers
Track repeat visits, pages Usability metrics
per visit, bounce rate
Track inbound links, SEO metrics
Google index, page
ranking
@epublishmedia #eduWeb

63. Recommendations
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64. Recommendations
‣ Gain support for analytics through
education (and shame).
@epublishmedia #eduWeb

65. Recommendations
‣ Gain support for analytics through
education (and shame).
‣ Track KPI's to measure performance
over time based on goals.
@epublishmedia #eduWeb

66. Recommendations
‣ Gain support for analytics through
education (and shame).
‣ Track KPI's to measure performance
over time based on goals.
‣ Understand what analytics can't tell you.
@epublishmedia #eduWeb

67. Recommendations
‣ Gain support for analytics through
education (and shame).
‣ Track KPI's to measure performance
over time based on goals.
‣ Understand what analytics can't tell you.
‣ The best way to understand what your
web visitors want is to ask them.
@epublishmedia #eduWeb

68. Recommendations
‣ Gain support for analytics through
education (and shame).
‣ Track KPI's to measure performance
over time based on goals.
‣ Understand what analytics can't tell you.
‣ The best way to understand what your
web visitors want is to ask them.
‣ Start now and don't stop.
@epublishmedia #eduWeb

69. Sample analytics questions (PDF):
http://j.mp/analytics-eduweb
Rick Allen • @epublishmedia #eduWeb • #analytics

70. Questions?
Rick Allen • @epublishmedia #eduWeb • #analytics

71. Thanks.
Rick Allen • @epublishmedia #eduWeb • #analytics

72. Rick Allen
@epublishmedia
http://www.epublishmedia.com
Rick Allen • @epublishmedia #eduWeb • #analytics