The document discusses investigative analytics and data-driven decision making. It explores how analyzing qualitative and quantitative website data can help improve the online experience for audiences and achieve desired business outcomes. Key aspects of web analytics include continuously measuring website data, aligning metrics with organizational goals, and using insights to refine the website over time. The ultimate aim is to understand user behavior and make informed, evidence-based decisions.

1. Investigative Analytics :
Deciphering the Mystery
of Data-Driven
Decision Making
Ann Oleson, Converge Consulting
Jay Kelly, Converge Consulting

2. Someone sleeping in class

5. Who’s on First?
http://www.youtube.com/watch?v=BopgWulwfGo

7. What is Web Analytics ?

8. “
• Web analytics is the study of online behavior in
order to improve it. Wikipedia

9. “
•
•
The analysis of qualitative and quantitative data from your
website and the competition, to drive a continual
improvement of the online experience that your [audiences,
and potential audiences] have, which translates into your
desired outcomes (online and offline).
Avinash Kaushik
• Author, Web Analytics: An Hour A Day

10. •
•
“
Google analytics is the enterprise class web
analytics solution that gives you insights into your
website traffic and marketing effectiveness. In a
word it is your new BFF!
Elizabeth Scarborough
• CEO and Partner, Simpson Scarborough

11. What are your biggest analytics challenges?

12. Measurement
roadblocks
• Not knowing what
numbers matter
• Looking for answers
in the wrong places

13. Web analytics
is a process,
not a tool.

14. Web Analytics:
A Continuous Process
•
is a process,
• not a tool.

15. Primary web analytics tasks
• Measure quantitative and
qualitative data
• Continuously improve your
website
• Align your measurement strategy
with your organizational strategy
• What other things are you using
web analytics for?

16. Who has a dashboard?

17. Web analytics doesn't start here

18. Create a plan
http://www.dilbert.com/strips/comic/2011-10-30/
http://www.flickr.com/photos/foxypar4/2168375264/

19. Who has a web
analytics plan?

21. Web analytics process
Original Source:
http://www.slideshare.net/epublishmedia/make-quality-content-count-with-we

22. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
3
Indicators (KPIs)
4 Targets
5 Segments

23. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance What is the purpose of
Indicators (KPIs)
your website?
4 Targets
5 Segments

24. Web Analytics Framework
1 Business Objectives
2 Website Goals
What actions do you
Key Performance
3
Indicators (KPIs) want people to take
on your website?
4 Targets
5 Segments

25. Web Analytics Framework
1 Business Objectives
2 Website Goals
What relevant web
metrics can be used
Key Performance
3
Indicators (KPIs) to measure your
website goals over
4 Targets time?
5 Segments

26. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance How do you rate
Indicators (KPIs)
success?
4 Targets
5 Segments

27. Web Analytics Framework
1 Business Objectives
2 Website Goals
What visitor attributes
Key Performance
3
Indicators (KPIs) will provide
meaningful insights?
4 Targets
5 Segments

28. Group Exercise

29. 29

30. CASE STUDY visitor
dimensions & website
behaviors

31. Understanding visitor
dimensions & website
behaviors

32. Buckets of traffic
Visitors who come directly to the
Direct
website using the domain name.
By default, GA tracks 20+ different
Search engines
search engines.
Links that appear on
Referrals
other websites.
Campaigns Custom! You decide.

33. Is your Internal Traffic segmented
from your External Traffic?

34. Do you have a customized dashboard that is shared
monthly with specific individuals on campus?

35. Custom Reports
• Content Efficiency Analysis
• Content analysis jump-start
• Visitor Acquisition Efficiency Analysis
• Assess leads across all streams of traffic
• Keyword Analysis
• Assess search terms that drive relevant traffic

36. Custom Reports
36

37. Content Efficiency: Actions
• Define KPI targets, evaluate trends
• Pageviews, unique visits, time on page, goal completion
• Explore navigation summary
• Define target pageviews for previous pages
• Optimize destination pages for desired content
• Conduct user research to understand motivating factors for
completing inquiry form (e.g., course information)
• Assess Top Conversion Paths to optimize content and
communications
for performing mediums

38. 38

39. 39

40. Custom Reports
40

41. Visitor Acquisition: Actions
• Optimize for top sources and mediums
driving inquiries
• Example: colleges.collegetoolkit.com (27% conversion rate)
• Evaluate key sources and mediums with
low inquiry form conversions
• Example: google.com / cpc (0.19% conversion rate)
• Use social media to drive traffic
• Publish valuable and relevant content for lead generation
41

42. Custom Reports
42

43. Keywords: Actions
• Identify high-performance keywords
• Focus on long-tail, non-brand keywords
• Evaluate bounce rate, time on site, and
goal completion based on targets to
assess visitor and content relevance
• Drill-down to assess keywords by source and
medium
43

44. SEO Report

45. Advanced Segmentation
(Custom)
• Visits without conversions
• Unengaged users
• Social media visits
• Non social media visits
• Leads
• Highly engaged users
45

46. Advanced Segmentation
(Goals)
• Visit duration
• Pages / Visit
• YouTube Page
• Twitter Page
• LinkedIn Page
• Facebook Page
• Email admissions@.edu
• Complete inquiry form
46

47. Advanced Segments
47

48. Segment: Inquiry Form
Completion • What is the
top content
for
converting
visitors?
48

49. Segment: Inquiry Form
Completion • What
content
engages and
converts?
49

50. Segment: Social Media Visits
• What
content
drives social
traffic?
50

51. Social Report

52. Recommendations
• Define targets for all success metrics (KPIs)
and assess trends
• Define goal values for all analytics goals to
assess goal values
• Focus analytics analysis on external traffic only
• Conduct a user survey to assess content
needs for converting traffic—answer “Why?”
52

53. Recommendations (cont.)
• Optimize marketing and communication for
top conversion paths
• Optimize content for top sources and mediums
• Assess long-tail, non-brand keywords for
SEO content opportunities
• Use advanced segments with standard
reports to provide context
53

55. Questions?

56. Content reports

57. All Pages

58. Navigation

59. Landing Pages

60. Exit Pages

61. Site Search

62. Site Search

63. Introduction to goals,
funnels, and conversions.

64. Types of goals
Goal completed when visitor
URL destination
views defined URL
Goal completed when visitor spends
Time on site
X amount of time on site
Goal completed when visitor views
Pages / visit
X number of pages on site
Goal completed when visitor takes
Event
a predefined action

65. Sample website goals
Download a PDF Brochure, student handbook, PPT
View specific Application confirmation, login page,
webpage event registration
Feedback form, inquiry form, newsletter
Complete a form
sign-up form
Add a blog comment, completing a
Visitor engagement
survey, rating an article

66. Goal Reports

67. Goals Report

68. Reverse Goal Path

69. Bounce Rate for Landing Pages

70. Site Metric Definition Type
Visit Also known as session Acquisition
Number of people that visited the site in the
Unique visitors Acquisition
reporting period
Pages per visit Total # of pageviews / total visit Engagement
Avg. time on site Total time spent on site / total #visits Engagement
% of visits generated by people who have not
% New Visits Acquisition
visited site before
Bounce rate % of single page visits Engagement

71. Conversion metrics
Conversion rate # outcomes / total # visits
Per visit goal Revenue from outcomes #
value / total # visits
Abandonment rate % of Abandoned Funnels