Web Analytics | Website Analytics | Online Marketing strategies | Sem | Seo Tools | Marketing...


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So here's something well

like to announce as apreamble...


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Quite unlike anything in the past,businesses now can get 'live' datafrom their website and can use thisto improve their operations


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But most businesses suck atknowing what to do

with this live data

LikeBig timeAnd thats why Web analytics is amuch in demand skill.


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How can studying data can

help you run your businessbetterAnd why are managers not doing it

currently


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Even if you dont see job titles

for Web Analytics, this is a very

useful additional skill to have

Especially if you have been around for a

couple of years in the web industry.


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So what really do

Analytics guys doThey use web analytics data to help makebusiness decisions based on concrete data

and historicaltrends. Before this, a lot of these decisionswere done just based on that dangerous

thing called gut feel


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What's the difference between a visitor and

a visit? What's the difference between

frequency and recency?

This is stuff which a Web Analytics

professional should have ready answersto.


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Formal Definition ??

Web Analytics is the measurement, collection,

analysis and reporting of Internet data for the purposes ofunderstanding and optimizing Web usage.- Web Analytics Association

We know what youre thinking

Whats that supposed to mean ????


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Lets get a perspective first

11

JavaScript Tags

Log Files &

Hit Counters

Click & heat

maps

Mobile

Analytics


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And see what web analytics helps us to measure

Who are your visitors?

Country/city

B

rowser/OS data New/Repeat

Improve ROIImprove ROI

How do they reach your website? From which site?

Which campaign works better?

What SEO/SEM keywords work?

What are they doing..?

Are they converting?

How long do they stay on your site?

What do they read?

Whats making them leave?

much more

12


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13

Some common tools


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Date source: Internet Retailer Top 500 Retail Web Sites

Date: January 2008Sites: 500

Data points: 793

http://www.internetretailer.com/Top500/list.asp

24% use at least 2 solutions

on their site

14

What the Top 500 online retailers are using...


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Which are the metrics which

you need to watch out for


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Revealed : Why MBAs hate Analytics : There are too many metrics !!


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But this is what must be monitored

Pts from Neha


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Businesses usually stop at just

setting up analytics

Thats where it is supposed to begin.


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Show std analytics snapshot


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Some very relevant analysis

can be done


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21

PartnerSites/Referrals

E-PRs

Direct type-ins

BrowserBookmarks

Search EnginesOrganic | SEM

BannerAdvertizing/MediaE-Mailers

Social Media

SocialBookmarks

The source of visitors to your site can bestudied


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SEM campaign can be optimized


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PPC: Showing the Right Creative

23

Optimizing Ad Creative by

click-through is like a flipping acoin. Youll be wrong half-the-time.

Ad Text is as important in qualifying visitors as search term. Measurementcan help you find the truly optimal combinations.

Which Ad

should Ireally use?

Google Ad Optimization versus Proxy Conversion Optimization

AdGroup Ad CTR

Conversion

Rate

% of time

s o n byGoogle

A

3 0.49% 2.80% 35.46%

4 0.51% 1.72% 55.49%

B

2 0.31% 16.67% 1.01%

4 0.43% 0.42% 57.17%

C

3 0.05% 1.39% 46.04%

4 0.05% 3.39% 46.31%

D

3 0.30% 0.00% 32.41%

4 0.29% 5.56% 33.37%

F

3 0.37% 2.67% 14.03%

4 0.44% 1.46% 49.52%

5 0.47% 2.52% 17.82%


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24

Identify weak SEs, keywords to work onGain insights to visitors intent (eg.: course vs institute shows more focus onsubject/content than brand)

Analysis of Organic traffic helps strategize SEM campaign

SEO campaign can be optimized


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SEO: Finding Opportunities

25

.. .

Measurement can help you find SEO opportunities and discipline an SEOprogram.

Pages in Group

Search Engine

Source Google % Yahoo % MSN %

Database Pages 6,210 81,534 78.0% 12.2% 0.5%

Index Page 1 8,037 40.9% 22.5% 20.5%

Overall Site 100,000+ 7,670,974 41.1% 32.8% 7.9%

Where

should I

focus SEO

efforts?


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Search Term Type

% of

Visits

Qualification1

Rate

Qualification2

Rate Drop-off Type 1 Words 30.9% 12.2% 5.1% 58.4%

Type 2 Words 36.6% 23.0% 10.7% 53.7%

Type 3 Words 19.2% 53.4% 39.1% 26.7%

Type 4 Words 13.4% 36.1% 20.4% 43.5%

Optimizing to the Right Measures

26

.

What keywords

actually

produce?

Paying for many clicks (and SEO optimizations) is a total waste. Measuringthe quality of visitors is the only way to understand what really works.


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Internal Search Optimization

On-Site (internal)

Search is a critical

component of actual

site performance.

But its analysis is

complex because it

routes to so many

places.

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What do visitors

search on and

where do they

go from search?


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And advanced features can

be implemented


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ContentConsumption

ContentConsumption

PV/Visit

Time on Site

Time on Page(or article)

Section-wisePVs/Time on

site

Visitor LoyaltyVisitor Loyalty

UniqueVisitors

New Visitor%

Visits

Leads/Registrations

Leads/Registrations

Conversions/Goals

ConversionValues

Goal Funnels

Sale/ E-Commerce

Sale/ E-Commerce

Conversions/Goals

TransactionDetails

Goal Funnels

29Primary GoalsSecondary Goals

For example, goals of users can be tracked


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Google Analytics changed the

landscape completely when itlaunched a free package in 2005

Coming to the vendors, the main

vendors are Google Analytics,

CoreMetrics, Websidestory,Omniture, Web trends.


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Vendor Profile: Omniture

Type ofOffering

Tag-Based

Analytics very robust

Rich 3rd Party integration

Current Market Leader Complex implementation

Appropriate For:

Larger companies looking for the safest-bet in analytics.

Combines solid reporting and analytics strength in almost every area. Analytically inclined companies.

Expensive & support is not considered good.

31

www.omniture.co

m


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Google Analytics

Type ofOffering:

Tag-Based

Modest Reporting and Limited Analytics

Low-range offering with easy implementation and very

attractive GUI.

Appropriate For:

Modest web sites not requiring lots of vendor support.

Sites that are limited in their analytic needs or heavily focused

on PPC.

Companies new to web measurement.

32

www.google.com/analyti

cs/


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So should I get into this ?


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The futures bright

Web Analytics is hard.

Eric Peterson

10% of your budget should be spent on tools,

while 90% spent on people (brains) who will

be responsible for insights. Avanash Kaushik


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Basic skills which employers wouldlook out for

Great with nos and Good data patternrecognition skills.

Basic html and javascript skills so that you canwork with any nagging issues during analyticsset-up and maintenance.


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Basic skills which employers would lookout for

Ability to communicate findings to the business in terms itcan understand.

Familiarity with the main Analytics packages.

Capability to understand what data needs to be tracked forthe business to grow. This requires experience of a fewyears, does not come easily.

Expertise in report design and configuration


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An actual jo description

Analyzes Website performance, trends and click stream path analysis activity to providedata driven business insights, leading to fundamental improvements to the Websiteexperience.

Demonstrates a high degree of pro-activeness in analysing customer behavior usingavailable data to influence changes on the Website.

Day-to-day management of analytics system to ensure tracking, reporting and analyticsare functioning optimally.

Creates and maintains key reports, dashboards and analysis utilizing WebTrends andSQL.

Identify and track trends in metrics and be able to identify improvements to Website based

on usage and traffic patterns.

Perform Search Engine Optimization and advise on search and display ads

Conducts ad-hoc traffic, sales and testing analysis of the site.


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What if you are not from the

SEO/SEM/SMO


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Case Study : Google

Analytics


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Extremely simple user-friendly interface

Compatible with Google Adwords or Adsense

Goal oriented analysis & Intelligence

Correlate data across reports

Customizable Reports

Free

Key pointsKey points

40

Some Advantages of Google Analytics


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Google Analytics jobs have increased

more than those forO

mniture

Source :

WebWorkerdaily.com


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Account Settings Page


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Profiles Accounts

Create a new account foreach website

Create Profiles within Accounts - to track

different visit segments, create access levels or

website sectionsCan link1 AdWords to 1 Analytics Account

Adminaccess is at Account level

Profiles and Accounts


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Place within body of web page

Place on ALL pages within the website

The Code:Generatingand Implementing


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Google

Analytics

collects your

data based on 5

broad segmentsWhich give us over 80

primary reports, which can

be further drilled down to

over 1,000 unique reports.

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Reported Segments


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GraphDay/week/month viewsCompare 2 metricsCompare to siteCompare date rangesHighlight data point onmouse-over

Data ta le

Overview of selectedcomponent5 unique data viewsSearch box toinclude/exclude specific dataEasily compare performanceto Site Avg.

Easily export/email a report4 format options, incl. PDF,

XML, CSV & TSV

46

Data Representation


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