Z Score,T Score, Percential Rank and Box Plot Graph
Web analytics strategy jessica krywosa and rick allen
1. Web Analytics Strategy:
Answering the Right Questions
Jessica Krywosa Stamats Integrated Marketing:
Suffolk University Technology Conference
Rick Allen October 22, 2010
Babson College
#SIMTech @jesskry • @epublishmedia
5. What we‟re talking about
Web analytics strategy
Trends & segmentation
Campaign tracking & analytics goals
Reporting
Next steps: making it work
#SIMTech @jesskry • @epublishmedia
9. Trends & Campaigns
Trends Campaign Tracking
How do users travel through our Which mediums work best?
site?
Did users complete an action?
Where are our most active visitors
from? Is what we‟re doing working?
Are we doing better or worse?
What content is performing or
How do people find us? underperforming?
#SIMTech @jesskry • @epublishmedia
11. “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
#SIMTech @jesskry • @epublishmedia
12. Analytics strategy puts data in
context. Without context, data is
meaningless.
#SIMTech @jesskry • @epublishmedia
13. Web Analytics
Strategy
University objectives
What is the purpose of your website?
Website goals
What actions do you want people to
take on your website to meet your
university objectives?
Measurement
What relevant web metrics can be used
to measure the efficacy of your website
goals over time?
#SIMTech @jesskry • @epublishmedia
26. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #1 Question Answer
Optimize editorial What are the best Peak traffic by
calendar (publishing times to publish campaign and
frequency). content? day/time.
#SIMTech @jesskry • @epublishmedia
27. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #2 Question Answer
Maximize use of Which content Peak traffic by
content delivery delivery methods campaign content
channels. are most effective? source (twitter,
facebook, newsletter).
#SIMTech @jesskry • @epublishmedia
28. [campaign
tracking]
Objective:
Improve content delivery methods
Measure
Website Goal #3 Question Answer
Improve What content is Peak traffic by
content/messaging most attractive to campaign (news,
efficacy. our users? events, shared links)
and medium (social
media, email).
#SIMTech @jesskry • @epublishmedia
30. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #1 Question Answer
Encourage visitors to What percentage of Analytics goal:
explore website. users view at least 3 depth of visit =
pages per visit? 3 or more.
#SIMTech @jesskry • @epublishmedia
31. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #2 Question Answer
Engage visitors with What percentage Analytics goal:
compelling content. of users remain time on page =
on-page more 1 or more minutes.
than 1 minute?
#SIMTech @jesskry • @epublishmedia
32. [analytics
goals]
Objective:
Increase engagement
Measure
Website Goal #3 Question Answer
Elicit user feedback. What percentage of Analytics goal:
users comment page view =
content? user comment
(virtual) page.
#SIMTech @jesskry • @epublishmedia
35. Frequency
Monthly trends
Quarterly – actionable
Daily/Weekly – campaign based
#SIMTech @jesskry • @epublishmedia
36. Content
Site traffic
Organic referrals
Asset update
Campaign update (summer, yield)
Social media growth & interactions
Targeted email analytics (from ESP)
Other site goals (form submission)
#SIMTech @jesskry • @epublishmedia
37. Structure
Short and sweet
Bulleted
Minimal charts/graphs
Tie to goals
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38. Data is empty without action.
#SIMTech @jesskry • @epublishmedia
39. Next Steps:
Making It Work
http://www.flickr.com/photos/efilpera/3920499357/
#SIMTech @jesskry • @epublishmedia
40. Recommendations
Gain support for analytics through education
Understand what analytics can't tell you
Measure performance over time based on website goals
Start now and don't stop
#SIMTech @jesskry • @epublishmedia
