• Able to connect and browse the internet via:

– PC, laptop, smart phone & tablet

• Spoken and written command of English language

• Basic Mathematics i.e. percentages, ratios

• Basic Finance i.e. cost, revenue, profit, RoI, etc.

Prior Knowledge

Good to have general awareness of:

– Online websites & Ecommerce

– JavaScript & basic scripting language

Prior Knowledge

Introduction to Web Analytics

INDEX

Strategy & Implementation

Measurement Model & KPIs

Data Coverage & Capture

Data Accuracy

Data Integration

INDEX

Reporting & Analysis

Interpretation of Reports / Analysis

Challenges & Opportunities

Topic 1

INTRODUCTION TO

WEB ANALYTICS

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

Opening Example

Where do your visitors come

from?

Why are they visiting

your website?

What did they do on

your website?

Why are they leaving?

What did they

think of your

product or

site?

Would they

come back

again?Did they browse

or purchase?

To measure actions to

understand business

performance

But when do these interactions

happen?

… before they reach your

website

PRE-SITE

… on your website

ON SITE

… after they leave your

website

POST SITE

So when do these interactions

happen?

PRE-SITE ON SITE POST SITE

- Did we attract the right visitors?

- What were they interested in?

- Would they return again?

Questions to Consider

PRE-SITE

Search Engine Based

Tracking of Visitors

ON SITE

Server Logs

or

Analytics Tools

POST SITE

Analytics Tools,

Cookie Tracking,

Email Communication

etc.

Why stitch all this information

together?

By measuring the health of

your online business,

you gain insights for

improvement!

Web Analytics is the science and art of

data collection, analysis and interpretation

into insights for achieving online business goals

How did people

learn about or

reach your site?

AWARENESS COMPARISON PURCHASE

Who are your

customers?

Essential building blocks

of a business strategy –

online or offline!

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

OFFLINE ONLINE

Ongoing marketing

spends based on

aggregate level

information

Marketing spends

tracked on hourly

basis & changed

according to trends

OFFLINE ONLINE

Low visibility on

progress

Instant understanding

Of audience reach

and interest

OFFLINE ONLINE

Success determined

by peer review and

perceptions

Quantitative ROI

of campaigns

known

- Measures fast, in real-time

- Allows experimentation

- Identify true ROI

If we were in the online space …

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

TOPIC 1

CUSTOMER

SUPPORT

OFFLINE

STORES

SALES &

MARKETINGIT

OPERATIONS PURCHASING

SENIOR

MANAGEMENTFINANCE

Think about it!

Are you able to name one

Business Metric or Indicator

relevant to each function?

CUSTOMER

SUPPORT

OFFLINE

STORES

SALES &

MARKETINGIT

OPERATIONS PURCHASING

SENIOR

MANAGEMENTFINANCE

Satisfaction

Revenue

& Brand

Online Data

Website ROI

Order Fallout

Budgeting

Inventory

Insights from Web Analytics

will be relevant across all

business functions!

RECAP

Analyzes website data of users

Uses different analytic tools

Benefits businesses

Thank You