Website Analytics| Learning Catalyst

8/8/2019 Website Analytics| Learning Catalyst

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From Page Views to Bounce Rates:

The Fundamentals of Website Analytics

Mr.Pravin

Head Web Analytics at Resultrix

Kaushik Mhadeshwar Founder & Chief Catalyst

at Learning Catalyst



So here's something

weµll like to announceas a preamble...



Quite unlike anything in the past, businesses nowcan get 'live' data from their website and can

use this to improve their operations



But most businesses suck at knowing what to dowith this µlive¶ data

Like BIG time

And that¶s why Web Analytics is aµmuch in demand¶ skill.



How can studying data can help you run your

business better

And why are managers not doing it currently?



Even if you don¶t see job titles for µWeb Analytics¶,

this is a very useful additional skill to have

Especially if you have been around for a

couple of years in the µweb¶ industry.



So what really do Analytics guys do?

They use web analytics data to help make business decisions based on concretedata and historical trends. Before this, a lot of these decisions were done just based

on that dangerous thing called µgut feel¶



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 answers to.



Formal Definition: Web Analytics is the measurement,

collection, analysis and reporting of Internet data for the purposes of

understanding and optimizing Web usage.

- Web Analytics Association

We know what you¶re thinking«

What¶s that supposed to mean ????



Lets get a perspective first

JavaScriptTags

Log Files

Counters

Log Files

&

Hit

Counters

Click &

ma s

Click &

heat

ma s

Mobile

Analytics



Who are your visitors?

Country/city

Browser/OS data

New/RepeatImprove 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?

What¶s making them leave?

«much more

And see what web analytics helps us to measure



Some common tools



Google

43%

Omniture

32%

Coremetrics

16% Others

13%

None

22%

G o o g le O m n it u r e C o r e m e t ric s t h e r s N o n e

Date source: Internet Retailer Top 500 Retail Web Sites

Date: January 2008

Sites: 500

Data points: 793

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

24% use at least 2 solutions

on their site

What the Top 500 online retailers are using...



Which are the metrics which you need to watch out for?



Revealed : Why MBA¶s hate Analytics :

There are too many metrics !!





Businesses usually stop at just setting up

analytics

That¶s where it is supposed to begin.





Some very relevant

analysis can be done

after set-up



Partner Sites/Referrals

E-PRs

Direct type-ins

Browser Bookmarks

Search EnginesOrganic | SEM

Banner

Advertizing/MediaE-Mailers

Social Media

SocialBookmarks

The source of visitors to your site can be studied



SEM campaign can be optimized



Identify weak SE¶s, keywords to work onGain insights to visitor¶s intent (eg.: µcourse¶ vs µinstitute¶ shows more focus onsubject/content than brand)

Analysis of Organic traffic helps strategize SEM campaign

SEO campaign can be optimized



Internal Search Optimization

On-S ( nterna )

Search a critica

component of actua

ite performance.

But its ana ysis is

comp ex because it

routes to so many

p aces.

What do visitors

search on and

where do they

go from search?



And µadvanced¶ features can be implemented



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

Primary GoalsSecondary Goals

For example, goals of users can be tracked



Google Analytics changed the landscape completely whenit launched a free package in 2005

Coming to the vendors, the main vendors are

Google Analytics, CoreMetrics, Websidestory,

Omniture, Web trends.



Vendor Profile: Omniture

Type of Offering

Ta -Based

Ana ytics very robust

Rich 3rd Party integration

Current Market Leader Comp ex imp ementation

Appropriate For

Larger companies ooking for the safest-bet in ana ytics.

Combines solid reporting and analytics strength in almost every area.

Analytically inclined companies.

Expensive & support is not considered good.

www.omniture.com



Google Analytics

Type of Offering:

Tag-Based

Modest Reporting and Limited Analytics

Low-range offering with easy

implementation and very attractive UI.

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.

www.google.com/analytics



So should I get into this ?



The future¶s bright

³Web Analytics is hard.´

± Eric Peterson

³10% of your budget should be spent on tools, while

90% spent on people (brains) who will be responsible

for insights.´

± Avinash Kaushik



Basic skills which employers would look out for

Great with nos and Good data patternrecognition skills.

Basic html and javascript skills so that youcan work with any nagging issues duringanalytics set-up and maintenance.



Ability to communicate findings to thebusiness in terms it can understand.

Familiarity with the main Analyticspackages.

Capability to understand what dataneeds to be tracked for the business togrow. This requires experience of a fewyears, does not come easily.

Expertise in report design andconfiguration

Basic skills which employers would look out for



An actual job description

Analyzes Website performance, trends and click stream path analysis activity toprovide data driven business insights, leading to fundamental improvements to theWebsite experience.

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 andanalytics are 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 Websitebased 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.



What if you are not from the SEO/SEM/SMO?



Case Study : Google Analytics



Extremely simple µuser-friendly¶ interface

Compatible with Google Adwords or Adsense

µGoal oriented¶ analysis & µIntelligence¶

Correlate data across reports

Customizable Reports

Free

Key pointsKey points

Some Advantages of Google Analytics



Google Analytics jobs have increased more than those

for Omniture

Source :

WebWorkerdaily.com



Account Settings Page



Profiles Accounts

Profiles and Accounts

Create a new account for each website

Create Profiles within Accounts - to track different visit segments,

create access levels or website sections

Can li nk 1 AdWords to 1 Analytics Account

µAdmi n¶ access is at Account level



Place within µbody¶ of web page

Place on ALL pages within the website

The Code: Gener ati ng and Implementi ng



Google

Analytics

collects your

data based on 5

broad segments «Which give us over 80

primary reports, which can

be further drilled down to

over 1,000 unique reports.

Reported Segments



GraphDay/week/month viewsCompare 2 metricsµCompare to site¶

Compare date rangesHighlight data point onmouse-over

Data tableOverview of selectedcomponent5 unique data viewsSearch box toinclude/exclude specific dataEasily compareperformance to Site Avg.

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

XML, CSV & TSV

Data Representation



Programs offered by Learning

Catalyst

www.learningcatalyst.in



Our CourNo one covers µdigital¶ as we do !!

Basic SEO Advanced SEM Advanced SEO

SMOBasic SEM

Website Analytics Affiliate Marketing

Integrated Digital

Marketing

Website Usability



Our CoursesNo one covers µdigital¶ as we do

Web Copy Writing Modern Website

Design Flash Programming

Java Scripts and Ajex -

Basic Content Management

Systems

Web SecurityJava Scripts and Ajex

Advanced

PHP Programming

Mobile aming and

Application

Development

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