1. Data Monitoring &InsightsMonitoring tools andanalytics
best practice for the Travel industry
2. "Most people use statistics the way a drunkard uses alamp
post, more for support than illumination Mark Twain 3. Google
AnalyticsWorlds most widely used analytics service - used on over
10 million websites 4. Default Reports Audience demographics and
behaviour Real Time analytics Traffic Sources Viewed Content 5.
Advanced Features Internal Site Search Goals eCommerce Filters and
advanced segments Dashboards Custom Reports Tagged emails, outbound
links, PDFs and non-trackable pages 6. Goals in Google
AnalyticsTypes of goals include: Financial (eCommerce) Demo/quote
requests Newsletter signups Contact forms and many more 7. Google
Analytics - Dashboards 8. Social Media Monitoring Measure (some of)
the impact of social on your website objectives Can show you how
webpages are being shared across social networks Traffic from
social sources as well as (limited) activity on those sources 9.
Other Social Media Tools 10. BrandwatchOne of the worlds leading
tools for monitoring & analysing social media. 11.
BrandwatchNot a free tool but worth paying for as it gives high
quality data. 12. TopsyA more basic (free) tool - useful for quick
checks of trends 13. TweetarchivistStats for keyword usage on
Twitter. 14. CrowdboosterShows reach through retweets and
impressions. 15. MentionMappShows relationships to other Twitter
users. 16. TweetstatsVarious stats on Twitter activity for your
account. 17. TwittercounterShows follower growth, and predicted
growth, over time. 18. TwitonomyComprehensive stats on your Twitter
account. 19. FollowerwonkSearch Twitter bios to find influencers.
20. Facebook InsightsFacebooks own, highly detailed, analytics. 21.
Other Data Collection Methods Simple but effective Make it easy for
people to feedback Can be in-depth surveys or simple questions on
the website 22. Competitor & Industry DataBenchmarking data is
hard to find but can be useful (e.g. Mailchimp): 23. Google Trends
24. Seasonal FactorsSeasonal factors can play a big part in the
amount of traffic andnumber of conversions that you get. Be sure to
compare like for like(year-on-year) data where possible. 25.
Real-time User DataWebsite visitors can be monitored in real-time
using tools. They canbe segmented into groups depending on their
individual behaviour.Privacy is a concern here so ensure you get
permission from yourusers if you track their actions in this way.
26. Data AccuracyThe data is only any use if its accurate. Check
and double checkall your figures!Any Facebook ads to this target
audience would be a waste ofmoney. 27. Data PresentationBe careful
how you present your data as this can be intentionally,
orunintentionally, misleading. < A pie chart that adds up to
193%! Misleading scale > 28. Data PresentationIts probably best
to visit your doctor if your heart rate is -20! 29. Weve got a lot
of Dataand thats great!However, too much data can be overwhelming
30. What to do with this Data Work out what data is most important
to you based on objectives Analyse in detail rather than just
looking at headline figures Begin to consider the why rather than
the what Benchmark and track for improvements over time Identify
problem areas - areas for concern are high bounce
rates,underperforming channels and negative mentions on social
media 31. Pinpoint what the Issues areIf users are dropping out
during a process, find which step they arestruggling with using
funnels or a more detailed tool like ClickTale 32. Pinpoint what
the Issues areIf the exact reason is unclear from the data alone,
try a quick testyourself, ask your users directly or do some user
testing. 33. Propose SolutionsOnce you have identified where the
problem is, find a solution and test it 34. Get a Second
OpinionLarger changes may require a second, unbiased, opinion.Tools
like 5secondtest can help with this. 35. Get a Second
OpinionTesters click to show their preference, and we have a clear
winner 36. User Testing 37. User Testing45% of Companies arent
conducting user testing 38. A/B TestingDifferent versions of a
design are shown on the live website to real users 39. A/B Testing
Results 40. A/B TestingA/B testing is a great way to statistically
prove which design variationswork best for your website, but
remember Nobody has ever A/B tested their way to innovation! 41. In
Summary Use tools to get all the relevant data you need Ask the
right questions of your data User testing, of some kind, is vital
Use A/B tests to monitor improvements Dont be put off by failed
tests Small changes can make big differences On-going process -
Keep monitoring and improving Always lots areas for improvements
but focus on those which have the maximumimpact on the overall
objectives of your website 42. Questions? ??? ??? ??? ???
