#WAC2011: Manoj Jasra - Shawn Communications

Data Quality vs. Insights

Where Should You Spend Your Time?

How Your Data can Suck!

Widgets / Flash

Cross Domain Tracking

www.Site.com Store.Site.com

New Visitor?

SameVisitor?

Ads / Emails / PPC vs. Analytics

VS

Social Media

• Support• Sales• Recruitment• Lead Generation

Mobile

Inadequate QA

Multiple Tags

• Placement on the Page• Tracking Methodologies• Data Storage• Standardized Metrics• Load Time

Website Changes Over Time

Network Monitoring / Filters

• Internal Filters• Directory Filters• Test Environments• Pingdom, Alertsite,

Webmetrics, UpTrends

Collecting Good Data

Continuous Monitoring

• Setup regular intervals• Monitor random pages• Multiple locations• Monitor various tags• Manual Tagging

Where is Web Analytics in Your Process?

HERE?

OR HERE?

Implementation Checklist

• Understand the purpose of your site• Goals / Event Identification• Walkthrough with UX and Developers• Daily Reports / Alerts• Official Reporting

What Should be Your Focus?

Actionable Insights

• Leads -> Traffic Sources

• Ecommerce -> Abandonment Triggers

• Content -> Interactions• Support -> Content +

Engagement + Time Period

Trends / Segments

Baseline

• Historical• Compete / Quantivo / Google Ad Planner /

ComScore / Marketing Sherpa / Foresee Results

• Google Analytics Benchmarks

Is 42% Good? Provide Context! Page Views Visits Time Spent Bounce RateCurrent 335,674 119,877 2.54 64%2010 Average 298,234 134,504 2.1 70%Change 14.6% 11.6% 21.0% -8.6%

Page Views Visits Time Spent Bounce RateCurrent 683,270 232,645 3.9 46%vs. projections 16% 10% 9% 5%vs. previous week -2% 0% 1% 2%vs. previous year 36% 61% -8% 12%

Metrics are NOT an Exact Science

• Revenue -> Conversions / Conversion Rate / Product Performance

• Unique Visitors -> Visits• Time on Page -> Pages Per Visit + Bounce Rate

+ Time on Page

Presenting Data

Health Check

Key Trends

Opportunity

By Manoj

Manoj Jasrawww.JasraInc.com@manojjasra