インハウスマーケター・事業責任者のためのWeb数値との向き合い方

1. 2018.08.23 Tue.
Google Analytics
Web
MICIN

5. [ ]
Web
[ ]
Web

7. 1. 5min
2. Web 5min
3. 20min
4. 30min

8. Web

9. Web
Web
CV
UU
= CVR

10. Web

11. Web
1. 100,000
2. 1,000
3. 800

12. 1. 100,000
2. 1,000
3. 800
Web
1%
80%

13. Web
1. 100,000
2. 40,000
3. 800

14. 1. 100,000
2. 40,000
3. 800
Web
40%
2%

15. Web
1. 100,000
2. 1,000
3. 10

16. 1. 100,000
2. 1,000
3. 10
Web
1%
1%

17. Web
SEO
└ Yahoo, Google
└SNS Facebook Twitter Instagram
└ Gunosy SmartNews
└ASP a8
QR
SNS
└Facebook Twitter
AB
UX
└
└
└
└

18. Web

20. Google Analytics

21. 🤔

24. Google Analytics

25. 1. Users
2. Sessions
3. Page Views
4. New Visitor / Returning Visitor

26. 1 1 1

27. 1 1 2

28. 1 2 2
8/19 12:00
8/20 19:00

29. 1 1 2
8/19 12:00
8/19 12:25
※ 30

30. 1 2 2
8/19 23:58
8/20 00:02
※

31. 1 2 2
8/19 19:00
8/19 19:20
※
A
B

32. 3 3 5

33. 3 5 11
8/10 10:00
8/21 21:00
8/13 07:00
8/13 16:00
8/17 10:00

34. 3 5 11
8/10 10:00
8/21 21:00
8/13 07:00
8/13 16:00
8/17 10:00
PC
PC
PC

35. New Visitor Returning Visitor
Returning Visitor
2
New Visitor

36. New Visitor Returning Visitor
A B C
7 20 2
8 5
8 10 2 3
8 23 3 2 4

37. 7 20 8 23 2 :6 75%
A B C
7 20 2
8 5
8 10 2 3
8 23 3 2 4

38. 8 5 8 23 1 :5 83%
A B C
7 20 2
8 5
8 10 2 3
8 23 3 2 4

39. =

40. Web
Web

41. Google
2

42. > >
http://indianote.asia

43. > >
http://indianote.asia

44. >
http://indianote.asia

45. KW > >
http://indianote.asia
(not provided)
….

46. > Search Console>
http://indianote.asia
GA

47. > >
http://indianote.asia
3 30%
…

48. > >
http://indianote.asia

49. ×
http://indianote.asia

50. http://indianote.asia

51. http://indianote.asia

52. 1. /
2. Desktop / Tablet / Mobile
3. / SNS / / Direct

53. ※
PC/TB SP PC/TB SP
0.3% 0.25% 0.35% 0.28%
SNS 0.23% 0.27% 0.36% 0.32%
0.05% 0.07% 0.12% 0.11%
Direct 0.25% 0.25% 0.28% 0.25%

54. ※
PC/TB SP PC/TB SP
0.3% 0.25% 0.35% 0.28%
SNS 0.23% 0.27% 0.36% 0.32%
0.05% 0.07% 0.12% 0.11%
Direct 0.25% 0.25% 0.28% 0.25%

59. mobile / organic

60. 1.
2.
3.

61. ×
× PC / SP / TB
× / SNS / / /
× 7 / 30 / 60 / 90
× / /
-> PV/SS

63. 1. CVR
2.
3.
4.
5.

64. case1:
ex. 1

65. LP
2018 3.8 ✈
37,800
32,600
12,800

66. 1
2018 3.8 ✈
37,800
32,600
12,800

67. 2018 3.8 ✈
37,800
32,600
12,800
=
÷

68. case1:
÷
->

69. case2:
ex. 1

70. 2018 3.8 ✈
37,800
32,600
12,800

71. 2018 3.8 ✈
37,800
32,600
12,800
=
÷

72. =
÷
=
÷

73. …??
=
÷
=
÷
=
×
ex.

74. case2:
Step1 Step2 Step3

75. case2:
× × × … ×
->

76. case3:
ex.

77. case3:
A B
A B
PC

78. case3:
A B
A B
PC

79. case3:
ex.

80. case3:

81. case3:
→

82. case3:
Step1 Step2 Step3
Step1 Step2 Step3
Step1 Step2 Step3
Step1 Step2 Step3
→

83. case3:
Mobile
× × × … ×
->
Desktop
× × × … ×
->
Tablet
× × × … ×
->

84. case4:
ex. Web

85. tabelog.com bouchonogasawara.favy.jptokyo-calendar.jp

86. tabelog.com bouchonogasawara.favy.jptokyo-calendar.jp
→PV/SS → →CVR

87. Web 3
TOP
TOP TOP
ContactAbout

88. PV / SS 3~10 1~3 1~3
40%~70% 80%~90% 60%~80%
20~30 40~60 30~50
※

89. case4:
ex.

90. 1 1
IT
→

91. ×
PV/SS × × × ×
->
×
PV/SS × × × ×
->
×
PV/SS × × × ×
->

92. case5:
/ / × ×

95. UI/UX
2015

96. ” ”
8/10 ~ 17 → 8/18 ~ 24
PV / SS 3.21 → 3.31
55.5% → 55.6%
30.3 → 28.9

97. case2~4
8/10 ~ 17 → 8/18 ~ 24
PV / SS 3.21 → 3.31
55.5% → 55.6%
30.3 → 28.9
8/10 ~ 17 → 8/18 ~ 24
PV / SS 3.21 → 3.26
55.5% → 57.6%
32.3 → 28.7

98. 1. CVR
2.
3.
4.
5.

99. Web