This is a presentation given on July 11th at MediaMath on "Classical Web Analytics"

2. What is “classical” Web Analytics and why to we need it?

3. What the activity
of Web Analytics
typically
comprised of
Image Source: www.kaushik.net

4. The Data
Collection
Process

6. Need to track events on you website using
Analytics such as

7. Your stakeholders are drowning in data, but need help
understanding it – that’s now your job.

8. Start with the
Virtuous Cycle of
Web Optimization

10. Evaluating
Analytics
implementations
requires a clear
set of questions

12. Tracking across Devices is challenging – often more heavily used at
certain times of the day. Source: comScore Device Essentials, Monday 21st January 2013

13. http://practicalanalytics.wordpress.com/2012/01/05/analytics-case-study-schwan-foods/
The customer
of today is
complicated
and
distracted,
can be hard to
engage

14. Attribution Modeling –
where is credit applied?

15. Attribution Models in Web Analytics

16. Getting “accurate” attribution models is challenging
http://www.therain
man.in/Cross_Med
ia_Attribution.html

17. Pathing

18. Fallout

19. Troubleshooting
Customers were expecting be reassured about site
security and didn’t see this, so they mostly did not buy
and left the site

20. Working with
Stakeholders
and Web
Analytics Data –
..driving better
results.

21. The ability to
have Good
Communication
is Key to the
successful
deployment of
Web Analytics
in an enterprise

22. Ideal Analyst Scenario
•Analyst: “We can increase PageViews on our
website by 5% by sending out a weekly
newsletter just before content updates which, by
my estimates, would increase our advertising
revenues by about $200,000 per week.”
•Manager: “That’s sounds great! When can we
implement your idea?”

23. Web Analytics works well mainly if/when your
business is willing to make frequent changes to
the website based on reports from the Analytics.
If not, Website Analytics (Web Analytics) is
almost useless.
• The entire point of collected data with Web Analytics is to optimize.
• Are you making recommendations on how to improve your Web site or simply
just creating and sending reports to stakeholders with none of your own insight?
Make sure that you do the former.

24. My own KPI
definition: What
Your Business (or You)
Actually Care About

25. KPIs are not always a conversion rate.
In the table, to the
right, the sum of all
Purchases and the sum
of all Cart Additions
can also be KPIs.

26. Sample: Success Events by Industry
• Retail: ProductView, Checkout, Purchase
• Media: Subscription, Contest Sign-up, PageView,VideoView
• Finance: Application Submission, Login, Self-ServiceTools Usage
• Travel: Booking (purchase), Internal Campaign (click-through), Search (pricing
itinerary)
• Telecommunications: Purchase, Leads, Self-ServiceTools Usage
• HighTech: Whitepaper download, RFP, Form Completion, Support Requests
• Automotive: Lead Submission, Request a Quote, Brochure Download

27. Metrics
Convergence

28. Metrics, Metrics and more Metrics

29. Two types of Metrics (these are classified
differently depending on the platform)

30. Example: Which Pages are Working? Not?
Depending on how
you want to define it
(lets take “Bounce
Rate” as a metric to
follow”, Search
Results seem to
“bounce” less where
as theWoman’s
Merchandizing
section of the site
bounces the most.

31. Example: Which Pages get no traffic?
Fashion
detail pages
got very little
traffic, but
that may be
due to the
very specific
styles
offered on
each page.

32. Example: Which
areas in your
intended paths
are weak and see
a lot of dropout?
We may need to do more
to make our equipment
page/s stand out.

33. Example: Which pages have high exits?
We may need
to do more to
make our
equipment
page/s stand
out.

34. Example: Which products are selling and which are not?
This Adobe Site
Catalyst instance
does not have
products defined.

35. We can segment Web Data to make it more
actionable

36. Acting on Data once it’s been defined

37. Everyone needs a Plan – what's yours?

38. Goal(s): Audience:
Location: Timing :
Vehicle (how your going to do it): Venues (where your going to do it):
Message (Call(S) to Action):
Product / Service / Program
Metrics/KPI’s
among
through/ with
ask fans and
customers to
Regarding our
Where Success will be judged by
Here’s a template to help visualize “Your Plan”

39. Begin the Analytics Planning by defining
your Business Goals so they are clear

40. Then match those “business goals” to goals your
organization can accomplish online

41. Finally, match Digital Initiatives to KPIs that are tied to
specific reporting from your Analytics

42. The end product is a Digital Strategy and
Action Plan to help your organization realize its
goals.

43. Dashboards and why we need them (or not)

44. Dashboards help if they are set up properly

45. Reports have
several
options and
often
populate
dashboards

46. Summary
We covered whatWebAnalytics is,
what kind of questions it can answer
and how to use define your key
performance indicators in order to get
answers from theWeb Analytics
system.

47. Additional Sources of Information
• Google Analytics Academy
• AdobeTraining Services
• ComScoreAcademy
• Digital Analytics Association
• Direct Marketing Association