Web Analytics: "We Think We Want Information When Really We Want Knowledge."

WEB ANALYTICS
“We think we want information when really we

want knowledge.”
—Nate Silver, from The Signal and the Noise
SOME FACTS
• According to a recent survey of IT professionals,1 “55% of big data

analytics projects are abandoned.”
• Top two reasons the projects fail are :
• Managers lack the right expertise in house to connect the dots
around data to form appropriate insights,
• Projects lack business context around data.
EXPECTATIONS
A company’s ability to satisfy the needs of a website visitor depends

on two important factors:
• Visitor expectations, discerned from how they got to your content—
what search engine, campaign ads, or social conversation drove
their decision to seek you out
• User experience—how easy it was to use your content, to navigate
around, find information, engage with you (contact you, purchase,
subscribe, give feedback)
It is your organization’s ability to manage, analyze, and improve these

two factors that determines your digital success
EXAMPLE
Web Analytics can be used to analyze both customer and non
customer behaviour.
• A potential customer receives an offer from you via snail mail. This
contains a coupon that they take into your brick-and-mortar store to
make their purchase. At the point of sale, your store sends the
purchase details (product name, value, coupon code, and so forth)
via the Internet to your Google Analytics account.
The digital touch point in this example was the actual purchase.
• If a = number of direct mailings sent = 100,000
• b = number of purchases with coupon = 725
then
• campaign performance = b / a = 0.7%
EXAMPLE
Suppose your direct mail encourages recipients to visit your website
first in order to obtain their coupon code. The second digital touch
point is your website, and visits to it reflect the interest in your offer.
For example, if
a = number of direct mailings sent = 100,000
b = number of purchases with coupon = 725
c = number of campaign visitors to your website = 8,000
Then campaign performance = b / a = 0.7%

• interest level = c / a = 8.0%
• website conversion rate = b / c = 9.1%
(c) tells you that evaluating the results of a direct mailing is not as
black and white as just the number of purchases:
8,000 people are actually interested in your offer; without this piece of
information, it looks like only 725 people are interested.
Learning Objective
• Introduction to Web Analytics
• Strategy & Implementation
• Measurement & KPIs

• What is Web Analytics?
• Why is it Useful?
• Who uses Web Analytics?

The Origins of Web Analytics
• DotCom Boom 1995-2000 tracked only eyeballs and hits

• But that was useless information
• And easy to fake. A page with ten images has 11 hits.
• The dotcom boom crashed because there were no business metrics
• 2001: Clicktracks in Santa Cruz developed web analytics
• Soon, there was Urchin Analytics (UA), Coremetrics, Omniture, etc.
Coremetrics is now IBM Coremetrics and Omniture is now Adobe
Site Catalyst, part of AEM (Adobe Experience Manager).
• Urchin was bought by Google
To measure actions to understand business
performance
Basic Steps of the Web Analytics Process
Off‐site and On‐site web analytics
On-site Web Analytics:

Off-site Web Analytics
• Measure a visitor's behaviour once
• Refers to web measurement and on your website.
analysis regardless of whether • Drivers and conversions; for
you own or maintain a website. example, the degree to which
different landing pages are
• It includes the measurement of a associated with online purchases.
website's potential audience • On‐site web analytics measures the
(opportunity), share of voice performance of your website in a
(visibility), and buzz (comments) commercial context.
that is happening on the Internet • This data is typically compared
as a whole. against key performance indicators
for performance, and used to
improve a website or marketing
campaign's audience response.
The Four Questions
• Real-Time: What’s going on now?

• Audience: Who is visiting our site
• Acquisition: Where they came from
• Behavior: What they’re doing at our site
• Conversions: How they buy our stuff
• Click each Section to open its options; click again to collapse it.
But when do these interactions
happen?
Questions to Consider
• Did we attract the right visitors?
• What were they interested in?
• Would they return again?

INTEGRATE
ALL THE
THREE STAGES
OF
INFORMATION
WHY WEB-ANALYTICS IS USEFUL
If we were in the online space …
• Measures fast, in real-time
• Allows experimentation
• Identify true ROI

WHO USES WEBANALYTICS
Think about it!
Are you able to name one Business

Metric or Indicator relevant to each
function?
KPIs for Web Analytics
Web server log file analysis
Click analytics
Web Analytics 2.0 is:
Web Analytics 2.0 is:
• The analysis of qualitative and quantitative data from your website

and the competition,
• To drive a continual improvement of the online experience that your
customers and potential customers have,
• Which translates into your desired outcomes (online and offline).
You have so little actionable insight because clickstream data is great at the what, but not at the why. That is one of the limits of
clickstream data. We know every click that everyone ever makes and more. We have the what: What pages did people view on our
website? What products did people purchase? What was the average time spent? What sources did they come from? What keywords
or campaigns produced clicks? What this, and what that, and what not? You need to find out ways to answer the why!
Key questions associated with Web Analytics 2.0
THANK YOU

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What are some of the top reasons why big data analytics projects fail?

What are some of the top reasons why big data analytics projects fail?

What factors determine a company's ability to satisfy website visitors' needs?

What factors determine a company's ability to satisfy website visitors' needs?

WEB ANALYTICS

“We think we want information when really we

• According to a recent survey of IT professionals,1 “55% of big data

A company’s ability to satisfy the needs of a website visitor depends

It is your organization’s ability to manage, analyze, and improve these

Then campaign performance = b / a = 0.7%

• Introduction to Web Analytics

• Strategy & Implementation

• Measurement & KPIs

• Who uses Web Analytics?

• DotCom Boom 1995-2000 tracked only eyeballs and hits

On-site Web Analytics:

• Real-Time: What’s going on now?

• Did we attract the right visitors?

• What were they interested in?

• Would they return again?

• Measures fast, in real-time

• Identify true ROI

Are you able to name one Business

Web Analytics 2.0 is:

• The analysis of qualitative and quantitative data from your website

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