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Web Analytics from the inside out

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Presentation at Budapest University of Economics and Technology (BME), October 30th 2009

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Web Analytics from the inside out

  1. 1. Web Analytics From The Inside Out Emer Kirrane Yahoo! Web Analytics October 30th 2009
  2. 6. Lots of Web Analytics Vendors
  3. 7. Lots of Web Analytics Resources
  4. 8. What is Web Analytics?
  5. 9. <ul><li>“ Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage . ” – Web Analytics Association </li></ul>
  6. 10. <ul><li>“ [Web Analytics is] t he extensive use of quantitative and qualitative data (primarily, but not limited to online data), statistical analysis, e xplanatory (e.g. M ultivariate testing) and predictive models (e.g.behavioral targeting), business process analysis and fact-based management to drive a continuous i mprovement of online activities; resulting in higher ROI.” – Stéphane Hamel </li></ul>
  7. 11. <ul><li>“ Web Analytics is when you tell your clients how to fix their crappy (and costly) websites, save the world and get warm and fuzzy inside!” – Julien Coquet (via Twitter) </li></ul>
  8. 12. What is Web Analytics for?
  9. 16. Q: Is my sales process to long? Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Use segmentation. Don’t include the homepage in the funnel. Numbers are not answers! A lot of my customers are leaving the Checkout page after submitting their delivery preference.  Are our delivery options clear enough? State any delivery limitations (e.g. Not overseas) early on. Calculate full cost earlier.  Why are so many visitors leaving just before confirming the sale and visiting our information page?  The returns policy may be unclear. State our terms clearly.  Checkout About US No Trust?? Almost all the customers with promotional codes don’t complete sales.  Perhaps the discount is not being applied or does not APPEAR to be working. Identify and fix the problem. 
  10. 17. Keeping your site alive Analyse Take Action Analyse Take Action
  11. 18. Quick Case Study
  12. 20. Insights <ul><li>Entry pages indicate intent </li></ul><ul><li>Understanding traffic serves visitors </li></ul><ul><li>Visitor behaviour indicates problems </li></ul><ul><li>Sales funnel analysis highlights problems </li></ul>
  13. 21. Sales Funnel
  14. 22. Outcome <ul><li>Localised product focus </li></ul><ul><li>Cost efficient site redesign </li></ul><ul><li>Revenue increase of 30% </li></ul>
  15. 23. Tracking
  16. 24. www.web.analytics.yahoo.com
  17. 25. Tracking an on-click action <ul><li><a href=&quot; https://reports.web.analytics.yahoo.com &quot; class=&quot;more4&quot; rel=&quot;nofollow&quot; onclick=&quot; captureOnclick('02') &quot;>YWA Client Login</a> </li></ul>
  18. 26. The technical bit <ul><li><!-- Yahoo! Web Analytics - All rights reserved --> </li></ul><ul><li><script type=&quot;text/javascript&quot; src=&quot; http://d.yimg.com/mi/ywa.js &quot;> </li></ul><ul><li></script> <script type=&quot;text/javascript&quot;> </li></ul><ul><li>function captureOnclick(actionnumber) </li></ul><ul><li>{ var YWATracker = YWA.getTracker(1000833782436); YWATracker.setAction( actionnumber ); YWATracker.submit_action(); } </li></ul><ul><li>var YWATracker = YWA.getTracker(1000833782436); </li></ul><ul><li>YWATracker.setDocumentName('Home P age'); </li></ul><ul><li>YWATracker.setDocumentGroup('Home Page'); YWATracker.submit(); </li></ul><ul><li></script> <noscript> <div><img src=&quot; http://a.analytics.yahoo.com/p.pl?a=1000833782436&amp;js=no &quot; width=&quot;1&quot; height=&quot;1&quot; alt=&quot;&quot; /></div></noscript> </li></ul><ul><li><!-- End of Yahoo! Web Analytics Code --> </li></ul>