analytics presentation

By Jean-François (JF) Bélisle, MSc, PhD©

Jean-François Bélisle, 2012 ©

Web Analytics & Customer Analysis

Who are you man?

Director – Consulting Services

@ K3 Media

B.Sc. Economics, Université de Montréal

M.Sc. Marketing, HEC Montréal

Award of Achievement, Web Analytics, University of British Columbia

Ph.D. Studies, Marketing & Computational Stats, McGill University

Executive training in Customer Analytics, University of Pennsylvania (Wharton)

10/2/2012 2 Jean-François Bélisle, 2012 ©

For which companies have you worked man?


… and some clients of K3?


K3 Certifications


Programming Pay-Per-Click

(SEM) Design Analytics

5 4 2 12

K3 Strategic Alliances


Game Plan

1. Analytics Quick Intro

2. Web Analytics: Getting Started

3. Data Gathering

4. Key Terms in Web Analytics

5. KPIs

6. Strategic Issues

7. Other Methods

8. Some Resources


Section 1 – Analytics Quick Intro


1.1 Analytics - What is it?

Analytics

The application of computer technology, operational research, and statistics to solve problems in business and industry.


1.2 Analytics – in 1990

In 1990, what came to people’s mind when someone said analytics?

Boring

Ugly

Geeky

Useless

Incomprehensible

Hard

Worthless


1.3 Analytics – in 2012

In 2012, what comes to people’s mind when someone says analytics?

Cool

Sexy

Common

Useful

Understandable

Accessible

Gold


1.4 Analytics & « Moneyball »


1.5 Analytics & Data


1.6 Data = Analytics?

Companies have lots and lots of data…

The problem

how to make sense of these data?


1.7 Analytics - Managerially

You can’t manage what you can’t measure!


1.8 Analytics – Managerially (2)

You can’t manage what you don’t measure!


1.9 Analytics -> Managerial Insights?

Garbage In, Garbage Out


1.10 How Data Becomes Managerial Insights?

Objectives

Data

Analytics (e.g. KPIs)

Decision


Section 2 – Web Analytics: Getting Started


2.1 Big Names in Web analytics

International:

• Avinash Kaushik

• Bryan Eisenberg

• Jim Sterne

• Eric Peterson

• Jim Novo

• Alex Langshur

Quebec:

• Stéphane Hamel

• Jacques Warren


2.2 Web Analytics Tools Ranking


2.3 Google Analytics or IBM Coremetrics

Free vs. Pay (8K to 12K per yr, base)

Public (Google Server) vs. Private data (Own Server)

No service vs. Dedicated service

Basic Features vs. Advanced Features

Aggregated data vs. Individual data

No Integration vs. Multiple integrations


2.4 Google Analytics Premium or IBM Coremetrics

Or


Section 3 – Data Gathering


3.1 Cookies

Cookies: “A cookie is a piece of text that a Web server can store on a user's hard disk. Cookies allow a website to store information on a user's machine (computer, smartphone, console) and later retrieve it. The pieces of information are stored as name-value pairs.” (Marshall Brain, www.HowStuffworks.com)


http://www.howstuffworks.com/





3.2 Cookies & Google Analytics

Google Analytics ->"page tag“ = Google Analytics Tracking Code (GATC)

GATC: Snippet of JavaScript code that the user adds onto every page of his or her website. This code collects visitor data and sends it to a Google data collection server as part of a request for a web beacon (Taken from wikipedia.org).

In addition to transmitting information to a Google server, the GATC sets first party cookies on each visitor's computer.


http://www.wikipedia.org/

3.3 Cookies & Google Analytics (2)

10/2/2012 27

CTRL + U on Chrome or Firefox


3.4 Cookies’ Usefulness

Through cookies, a company can know:

How many visitors came;

How many new visitors vs. returning visitors;

How many times a visitor has visited the website.


3.5 Problems with Cookies

3 major problems with cookies:

1. Many users may share a machine;

2. Cookies can be erased;

3. Many users connect to a website using different machines (iPhone, Desktop Computer, Laptop).


Section 4 – Key Terms in Web Analytics


4.1 Basic Key Terms

Visit or session: When a user views a page or a series of web pages viewed in sequence during a specified time.

Unique visitors: A user or group of users who have the same IP address, which views a page or a consecutive series of web pages. The same visitor may visit more than once the same website, but it is always the same visitor.


4.2 Other Basic Key Terms

Page views: Refers to the number of times a Web page is displayed in a web browser.

Returning visitors: Refers to one or more users who visit a website for the second time or more, with the same IP address.


4.3 Keep On Going Man …


4.4 Last Batch of Key Terms

Home page: Page you defined as the “root” of your website.

Landing page: Page where users enter your website.

Conversion: When a user reaches a target set by the company (e.g. the user buys your product, the user subscribes to your newsletter)


Section 5 – Introduction to KPIs


5.1 KPIs – A definition

KPIs (Key Performance Indicators): Financial and nonfinancial measures or parameters used to help an organization define and measure their success in terms of progress towards achieving their objectives.

How to proceed:

Advocates the use of ratios, percentages and averages rather than raw data.

Advocates the use as a lever of tachometers, thermometers and projections, rather than pie charts and bar graphs.

Provides a temporal context and identifies the changes rather than presenting data tables.

Influence the decisions of a company.


5.2 KPIs vs. Raw Data

• 100 people have purchased products on your website last month.

• So what? In which context?

• 100 people on 10 000 visitors -> Conversion rate of 1%.

• 100 people compared to the 200 of last month -> Decreased in the number of buyers by 50%.


5.3 Method by Objectives

Type of website

Objectives

KPIs

Decision


5.4 Types of Websites

Types of web sites

1. Content

2. Marketing

3. Sales

4. Support


5.5 Objectives

KPIs should answer managerial objectives which are SMART.

1. Specific

2. Measurable

3. Achievable

4. Really Useful

5. Time Dependent


5.6 KPIs Really useful?

« Any KPI that, when it changes suddenly and unexpectedly, does not inspire someone to send an email, pick up the phone or take a

quick walk to find help, is not a KPI worth reporting »

– Eric T. Peterson – 10/2/2012 41 Jean-François Bélisle, 2012 ©

5.7 One Objective, one KPI

Types of objectives:

1. Related to revenue sources

2. Related to cost

3. Related to loyalty

4. Related to traffic

5. Related to conversion funnel

6. Etc …


5.8 Types of KPIs

KPIs related to:

1. Averages

2. Percentages

3. Ratio

4. Rates


5.9 Some KPIs

Brief selection:

1. Bounce Rate

2. Average Cost per Conversion

3. Average Order Value

4. Percent Revenue from New Returning Visitors and Customers

5. Order Conversion Rate

6. Order Conversion Rate per campaign

7. Average Time to Respond to Email Inquiries

8. Cart Completion Rate

9. Checkout Start Rate

10. Form Completion Rate


5.10 Importance of Presentation

10/2/2012 45

Vs.


5.11 Some Tips for Presentation

1. Run comparisons over time

2. Use colors and arrows

3. Always show the percentage change from one period to another

4. Establish guidelines

5. Set clear goals


5.12 Presentation Format

Excel Sheets

Or

Dashboards


5.13 Conversion Funnels & GA

Conversion Funnels: Method for identifying each step closer to a user’s conversion on a website.

http://www.youtube.com/watch?v=IibCs23EuiE


http://www.youtube.com/watch?v=IibCs23EuiE

5.14 GA Multi-Channel Funnels

http://www.youtube.com/user/googleanalytics#p/u/17/Cz4yHOKE5j8


http://www.youtube.com/user/googleanalytics

5.15 GA Segmentation

http://www.youtube.com/watch?v=yvkvMjPJXmM


http://www.youtube.com/watch?v=yvkvMjPJXmM

Section 6 – Strategic Issues


6.1 HiPPOs

10/2/2012 52

Highest Paid Person’s Opinion


6.2 Number of KPIs for each type of strategist

The higher the person in the company’s hierarchy:

• The less time he/she has;

• The more interest is in KPIs related to ROI;

• The more the number of KPIs presented

should be lower.

Number of KPIs for each type of strategist:

• Senior strategists: 2 to 5

• Middle Class strategists: 5 to 7

• Tactical resources: 7 to 10


Section 7 – Nirvana of Methods


7.1 Triangulation of Methods

Three methods to gather data

1. Web Analytics

2. A/B Testing

3. Usability tests


7.2 A/B Testing: Definition

When you test several different versions of a Web site (an advertisement, email, etc ...)

… and you take the version that gives you the best results from your dependent variable perspective (i.e. conversion rates, registration rates, etc ...)


7.3 A/B Testing: An Example


Inscrivez-vous maintenant!

1 2

7.4 Multivariate Testing: Definition

The process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous A/B tests performed on one page at the same time. A/B tests are usually performed to determine the better of two content variations; multivariate testing can theoretically test the effectiveness of limitless combinations.


7.5 A/B Testing: Tools


Google Analytics

Content experiments module in Google Analytics

IBM Coremetrics Adobe Omniture

Marketing Center module in Coremetrics

Test & Target module in Adobe Omniture

7.6 Usability Tools – Morae

10/2/2012 60

http://www.youtube.com/watch?v=gTfdeUGEc3E


http://www.youtube.com/watch?v=gTfdeUGEc3E


Tealeaf's customer experience management (CEM) solutions empower companies to optimize ebusiness by eliminating the obstacles that block successful conversions or completion of business processes.

7.7 Usability Testing: Tealeaf


7.8 Usability Testing: Tealeaf (2)


7.9 Usability Testing: Tealeaf (3)

http://www.tealeaf.com/products/customer-behavior-analysis-

suite/cximpact.php (Watch CEM Overview)

http://www.tealeaf.com/products/customer-behavior-analysis-suite/cximpact.php







Section 8 – Some Resources


8.1 Some Readings

Web Analytics Demystified (Free)

&

The Big Book of Key Performance Indicators (Free)

By

Eric T. Peterson

http://www.webanalyticsdemystified.com/content/index.asp

Web Analytics 2.0

By

Avinash Kaushik


http://www.webanalyticsdemystified.com/content/index.asp

8.2 Some Readings (Cont’ed)

Always be Testing

By

Bryan Eisenberg

Advanced Web Metrics with Google Analytics

By

Brian Clifton


Hope you Enjoyed and Have a Good Night Everyone!

10/2/2012 67

Jean-François Bélisle, MSc, PhD© LinkedIn: www.linkedin.com/in/jfbelisle

Twitter: www.twitter.com/jfbelisle Website: http://jfbelisle.com


http://www.linkedin.com/in/jfbelisle

http://www.twitter.com/jfbelisle

http://jfbelisle.com/

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