Top Tips for Web Analytics

@joannecasey

DigiWomen

16th April 2013

Looking back and moving forward:

Looking back and moving forward:

1. Sell in your business not yourself2. Don’t be afraid to charge appropriately3. Know your rate and stick to it4. Know your area of expertise and stick to it5. Don’t feel obliged to work with people

1. Answering questions without charging for it (within reason)

2. Being open and realistic with a client

3. Showing value

4. Loving what you do

Things that have worked:

Why is Web Analytics Important to a business?

What is Web Analytics?

• Collecting data about website visitors:

– Visits

– Unique Visitors

– Pageviews

– Pages-Per-Visit

– Time-on-Site

– New Visitors

– Returning Visitors

What is Effective Web Analytics?

Reporting on Stats:

– Visits

– Unique Visitors

– Pageviews

– Pages-Per-Visit

– Time-on-Site

– New Visitors

– Returning Visitors

Reaping Actionable insights:

– Where does your most valuable traffic come from?

– How do visitors from mobile engage differently from desktop visitors?

– Where and why are you loosing visitors?

– How is your offline impacting online sales?

What is Effective Web Analytics?

Reaping Actionable insights:

– Where does your most valuable traffic come from?

– How do visitors from mobile engage differently from desktop visitors?

– Where and why are you loosing visitors?

– How is your offline impacting online sales?

Realise Insights:

– Digital strategy to focus on campaigns that have worked

– Develop a mobile app

– Rename and redesign

website funnels & navigation

– Develop content around popular areas

1. Data aids understanding

4. Fuels realisation

3. Drives confidence

2. Brings accountability

5. Yields

growth

Why are businesses investing in Web Analytics?

“Web analytics putsscience behind your intuition”

Dave Harland

“Web analytics and services will underpin the transformation of web

intelligence to support the entire

marketing mix”Joe Stanhope

Top tips for Google Analytics

Top tips for Google Analytics

Attribution

Audience Reports

Optimisation

Traffic Reports

Content Reports

Allocation

Goal Reports

Moving from….

To…

€EventEventEventEventEvent

€5 €20 €5 €20 €50

Time

Recognition for all events.

€Event

5

Event4

Event3

Event2

Event1

The last click,Event 5 gets all

the credit

€0 €0 €0 €0 €100

Time

Get out of the swimming lane

Multi-Channel Attribution

Offer Ads Click-to-call Ads

Mapping Offline and Online

Online Users are Driven by Offline

And they purchase…

Tactics used to better analyse offline:

Tactics used to better analyse offline:

Real-Time Reports:

Annotations:

Location Reports:

New Visitors Reports:

+

Using Web Analytics for Offline Measurement

Get out of the swimming lane

Top tips for Google Analytics

Attribution

Audience Reports

Optimisation

Traffic Reports

Content Reports

Allocation

Goal Reports

Remarketing

2 User visits homepage that was tagged with a remarketing code.

5 … and visits a site of the Google Content Network. Our server recognises cookie id and serves advertiser ad. 2

7

Internet user visits client site

via any traffic sources

(direct, search, referral, etc.)

1 3 Our server collects cookies id of every visitor and creates a list of cookies id called « user lists ».

User List

• Cookie 1357

• Cookie 2468

• Cookie 9753

• ….

4 Next time user browses

the web …

6 User clicks on the ad and makes a purchase on the site

2

Cookie 1357

Cookie 1357

Remarketing

Real-time Bidding

Slide 29

Landing Page Optimisation:

In Page Analytics

Funnels

Slide 30

Predictive Personalisation

Predictive Personalisation

Predictive Personalisation

BA ‘Know Me’ Initiative Predictive Personalisation

Used for:

• Depot Stock

• Weather

• Reducing Waste

Tesco Personalisation

•“We’re in a new era of retailing – the era of mass personalisation…

•…It will offer cheaper products to price-sensitive customers and luxury products to wealthier customers…

•…The power of this approach was born out by a test we did to sell mattresses. When a customer visited our website, we would use Clubcard data to tell us if the customer was more swayed by price or quality. We’d then display the type of mattress that best reflected that shopper’s characteristic. Sales grew by 10%.”

Source: Tesco’s chief executive Philip Clarke, at the Global Summit of the Consumer Goods Forum, Turkey

Tesco Clubcard

Target

Top tips for Google Analytics

Attribution

Audience Reports

Optimisation

Traffic Reports

Content Reports

Allocation

Goal Reports

Remember its an iterative process

Slide 40

“I am obnoxiously persistent in helping identify

the desired outcomes of the site / business before

I ever log into their web analytics data…

…without goals and goal values

you are not doing web

analytics, you are doing web

iamwastingyourlifeandminelytics”

Tracking Website Goals

Slide 41

Tracking Website Goals

Slide 42

Goal Reporting

http://www.consumerbarometer.com

http://www.thinkwithgoogle.co.uk/quarterly/index.html

http://www.howtogomo.com/en-gb/d/

http://www.changedetection.com/

http://www.smartinsights.com

5 Good Resources

Questions?