a quick guide with examples on digital analytics implementation. step by step approach to understanding and solving for your analytics and putting it to practice.

1. Digital Analytics- Getting Started Guide
Kashif Khurshid
Sr. Strategist, Digital Analytics
KashifKhurshid@gmail.com
Road Map: Evaluation &
Evolution

2. Agenda: Getting Started Guide
1. Evaluate Current State
2. Buildout a Road Map
3. Establish Action Plan
4. Details of Action Plan
Page 2

3. Define Objective:
Evaluate current implementation of web analytics and
develop a plan to mature the consumption of web stats
Page 3

4. Current State
SiteCatalyst is used primarily as an IT defect
monitoring and recording tool
Minimal data validation with backend system
Collecting data without a long-term vision
Reactive reporting
Evaluate current Analytics Implementation
Page 4

5. Define Road Map
Phase 1:
•High-level
website
facts
Phase 2:
•Segmentation
of traffic,
behavioral
analysis &
proactive
trend
monitoring
Phase 3:
•Deep-dives &
testing for
optimization
of user
experience
Phase 4:
•Data
Activation
The Business Vision (Leadership Approved!)
Page 5
Time for Growth

6. Road Map Details
Phase 1: High level web site facts(<1 year)
Provide high level stats on overall web
performance (web facts: sales, lead’s, my
account metrics & etc)
Phase 2: Segmentation of traffic, behavior analysis & proactive trend monitoring
(will help answer 85% of issues) (2>=3
years)
Create segment reports based on
marketing channels / site sections /
custom metrics
Hero banner and site link reporting based
on advance segmentation and link tracking
Phase 3: Deep-dives & testing for
optimization of user experience (3+ years)
Leveraging the system with deep dive
studies of different sections of the site
(i.e. entry traffic from wm vs. landing
pages- content consumption, KPI’s,
conversion rates) to provide
recommendations & uncover optimization
opportunities
Testing different content/ landing pages,
banners, etc.
Correlation of web data with other sources
(genesis integration, email, survey tool,
internal database)
Customized live dashboard with real-time
website metrics (on desktop or intranet)
Digital Analytics Maturity Phases
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7. Action Plan Example
Page 7
Item Description Priority Effort
Target
Date
Resources
Cookies 3
rd
party to 1
st
party: full picture, more accurate High Medium 1-Jul IT/Adobe
Upgrade to new js
code
More functionality: increase segmentation,
correlation of data
High Medium 1-Jul IT/Adobe
IP Filtering Block internal traffic- study client/ prospects only Medium Low 1-Jul IT
Funnel/Events
Update and define new conversion scenario/events-
drop off analysis
Medium High TBD IT
Custom Dimensions &
Metrics
Standardize structure & add new business
definitions- more cuts of data
Medium High TBD IT/Adobe
Campaign Strategy
Identify channels and define global tagging
standards – cross channel analysis
Medium Medium TBD IT
Pagename/Category
Follow breadcrumbs or hierarchy structure- deep
dive research- device, language, country code
Medium High TBD IT/Adobe
Link Tracking
Standardize across all pages- proactive CTR
monitoring
Low Medium TBD IT/Adobe
Test & Target Testing layouts, content, other elements Medium Medium TBD IT/Adobe

8. Appendix
Page 8

9. Effort Required
Adjustments needed to current SiteCatalyst tagging:
1. Move to 1st party cookie (more data, better visitor session reporting, accurate- cost
increase by 1K)
2. upgrade to latest JS code base (internal resources may be required) benefits: lower
cost and more powerful tool
3. WM IP address to filter internal behavior and testing
4. Funnel report development (may require tagging work)
5. Clean up and define & align new custom metrics specific to business
6. Campaign strategy (for channel analysis- online and offline media)
7. Define page naming strategy (will provide us with more powerful deep dive capability
on segments and funnels)
8. Link tracking plug in and reporting (will assist with hero banner and internal link
tracking)
9. Calendar update to report week starting Monday
10. Determine if there is a better way to structure sitecatalyst report suites
The Technical Implementation needed to achieve it
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10. Business Requirements for Custom Variables
Site Content Reports:
 Pagename (breadcrumb value tagging to easily decipher pagename)
 Page category
 Link tracking on all pages for proactive CTR
Custom Conversion (evars and sprops –should reflect each other for both usage and weight count):
 Classification of product conversions: product line, product category, product name
 Segment: Public/ Logged In, business/ residential
 Segment (logged in browsing vs. non logged in browsing)
 Errors- users vs. server (types of errors under each)
Events (conversion types- redefine event tagging to align with business objectives):
 Construct funnel steps using events as well as cart
 Spread out types of conversion events (purchases, signups, leads, register, contact us, etc)
o double tag the system to populate standard and custom events (for added functionality and data to reside in one section)
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11. Campaign Tagging Strategy
Report all campaigns under the following categories:
Advantage- see behavior from the time they get on the site
1. Paid Search (google, msn/yahoo, keyword networks)
– cmp=PS_<productline>_<brand/NB>_<Geo/NG>_<MatchType>_<channel>_<campaign name in Google/Bing>_<ad
group>_<keyword/Page>
2. Email: traffic from emails
– cmp=em_<medium(service, product, etc)_name(paperless, autopay,dump)_unique id>
3. Offline/ QR codes: bill envelop, postcards, magazine
– cmp=ol_<medium(qr,vn,en,ps,mg)_bus/res_prodline_nameofvanity>
4. Social Media: traffic from facebook, twitter, youtube, linkedIn and others
– cmp=sm_<channel(fb/tw)_bus/resi_uniqueid)>
5. Banner: image/interactive ads placed on 3rd party or search portals
– cmp=bn_<vendor_res/bus_type (local, brand product)_product category (smb/dumps)>
6. Other/ referrer: traffic from 3rd party sites that generated organically (untagged traffic from 3rd
party sites)
– cmp=3p_<channel (redirect, alliance, etc)_vanity name (thinkgreen/bagster, dumpster)>
7. Bookmark/Direct: all direct or untrafficked (no referrer) traffic
8. Organic search (traffic from search engines that does not have a campaign code)
Segmentation of traffic by campaign
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12. Web Analytics Administrative Tasks
• moderate user accounts
• manage js code and version to maximize value
• Install new plugins
• manage segmentation and removal of old segments
• manage saint classifications & look up files
• manage marketing channel classifications
• test and troubleshoot evars/sprops/events
• manage / troubleshoot integration of 3rd party tools
• solve data integrity issues
• manage training of new features / functionality
• Create standards for best practices and simplify code/ implementation/ tag
management solution
Required Maintenance for Web Analytics Platform
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