Business Analytics[1] [Autosaved]

Laran StoverRockford DiasChris Howard

Web Analytics: the beginning…Advertising exists to help you make

money.Web analytics is the measurement,

collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

It comes down to measuring the ROI of your web marketing.

Data Insight Action

Data Collection

The use of feeds in businessesReceiving data from websitesMore info, fasterEffective advertising

Examples of Feed ToolsBlogs Google Alerts, WordPress,

Technorati, any generic RSS reader

Comments Backtype, Disqus

Message Boards Board Reader, BoardTracker

Twitter TweetBeep, TwitterSearch, Tweetmeme,

Social Bookmarking StumbleUpon, Digg, Reddit, Delicious

Traditional Analytics Google Analytics, StatCounter, getclicky, quantcast,

“Feeds, Feeds, they’re good for your heart….”Digital Frontiers

Feeds can be used to track the activity of readers on a blog.

Data can shed light on successful blog topics, titles, etc.

Can lead to better practices in the future.

Now that you have data, what do you do with it?

Web analytics challengeCreating answers & insights from vast amounts of data

Keep it simple. Prevent death by data.

Data should drive action.

Measuring ROI: 4 Steps1. What's the goal of your web site?

2. What's that goal worth? What's the value each time you accomplish that goal?

3. How many times did you achieve that goal?

4. What did it cost to achieve it?

1. What's the goal of your web site?Your web site has some value-

generating goal -- something that helps grow your organization.

Quantitative Goals:Direct SalesGenerate Leads

Qualitative goals:Increase awarenessGet votes

How do you know when you’ve achieved your goals?Read a specific page of your site.

The “Thank You” Page

Comment on a post.

Watch a specific video on your web site.

2. What’s the goal worth?Selling stuff online :

Find out your profit per sale, on a sale-by-sale basis.

Example:

100 Bath Towels x $6 per towel = $600

Perhaps your only online goal is to get people to see a specific page:

Example:2% of readers become a clientEach client pays $100 per year

0.02 x $100 = $2/ person reading article

No goodies? No problem. Create a points system:

1 person reading a specific article = 5 points

1 person viewing a specific video = 5 points

1 person signing up for a newsletter = 10 points

1 person joining the organization = 100 points

Blog Comparison Activity

Adam vs. Nikolai

3. Review Metrics and Effectiveness Review metrics and goals to determine

effectiveness

WTF are METRICS?!!!

WHY??????????

Coming in for a landingLandings (Page Views) on a specific

page fileMeasured using a basic web site

traffic analysis software

1,000,000 landings! Woot!

MISLEADING

New Visitors vs. Repeat VisitorsNew: no previous visits to siteRepeat: made atleast one previous

visit

1,000,000 landings!

1 Million New Visitors

1 Million Repeat Visits

Look at your data in context.

The Bounce Ratehttp://www.youtube.com/watch?v=ppgfjo6IIf4

Bounce rate is directly related to the conversion rate.

Where is your traffic coming from?

Bounce rate and ads:95% Bounce Rate from Google Ad #5

10% Bounce Rate from Google Ad #3

Evaluate data, gain insights, and make a change.

Ad Effectiveness and Conversion

Which ads brought you value?

Which ads brought you nothing?

Ex: Shopping Cart “order confirmed” page was viewed 400 times.

300 orders came from ad #1100 orders came from ad #2 0 orders came from ad #3

Welcome homeCommon Misconception:

“Your homepage is the entry point.”

New Reality:Most people don’t even see your

home page.

Best PracticesKeep it simple.

Look at your data in context.

Use valuable metrics.