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AGENDA
• WHY:為什麼要做網路分析?
• WHAT:什麼是網路分析?
• WHICH:有哪些數據是我們要注意的?
– Types of materials
• HOW:如何做網路分析?
– 工具介紹
• WHEN:結論
WHY is it so important?
If you cannot MEASURE it,
you cannot IMPROVE it.
英國物理學家 Lord Kelvin
WHAT’s Web Analytics?
不只是從Click Streams中找Insights
質性 量化 分析
不斷精進以達到目的(線上&離線) 有系統地找出為什麼
對象
事業個體 會員
Web Analytics 2.0 之定義
你跟你的競爭者的質化跟量化的分析
• the analysis of qualitative and quantitative data from your website and the competition,
目的是持續性改善用戶跟潛在用戶的線上體驗,精益求精
• to drive a continual improvement of the online experience of your customers and prospects,
轉化成你想要的結果(包含線上跟離線的)
•which translates into your desired outcomes (online and offline)
元素 & 問題
The What: Click Stream
•直接的基本資料-Visits, Visitors, Time on Site, Page Views,
Bounce Rate, Source, etc.
The How Much: Multiple Outcomes Analysis
•將公司目標、評量標準與分析結合起來才有用,通常一個網站
的產出有三種:增加營收、減少成本、加強客戶滿意或忠誠度
The Why: Experimentation and Testing
•測試並改正,才可以了解失敗,而且網路上的失敗通常是很快
就可以知道又相對不貴的學習
The Why: Voice of Customer
•質性研究
The What Else: Competitive Intelligence
•就是要知己知彼,比較才知道自己的位置
Mind-Set Changed
WHICH Metrics & KPIs
Life is about taking action, and if your work is not driving
action, you need to stop and reboot.
~Web Analytics 2.0, Ch3~
Metrics & KPIs for Websites
8 Metrics
Visits
Visitors
Time on Page
Time on Site
Bounce Rate
Exit Rate
Conversion Rate
Engagement
Visits & Visitors
Visits
•技術上叫”Session”
•一段時間就bye了
(通常是inactive的30分內)
Unique Visitor
•Unique cookie ID by browser
•很像但不是真正的個體
•Cookie可能被擋
(1st party約2-5%、3rd party約10-30%)
了解你使用工具的metrics定義
Time on Page & Time on Site
• 記錄 session 的活動
• 勿忘那些被遺忘的時光
Onbeforeunload事件
Time on Page & Time on Site標準化
Bounce Rate
• The sexiest web metrics! The percentage of
sessions on your website with only one page view.
• 兩個衡量層次
– 全站的平均 bounce rate
– 熱門 landing page 的 bounce rate
• 其他應用(+維度)
– Top referrers 的 bounce rate
– 關鍵字(paid/organic)的 bounce rate
– Blog的bounce rate是否重要?
Adjusted Bounce Rate by Google
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
• 25 July Announcement
Exit Rate
• How many people left your site from
a certain page.
• 使用者終究會離開網站,但他們是否是在
我們期許的情況下離開?
• Bounce Rate & Exit Rate 是相輔相成的。
Conversion Rate
• Outcomes divided by Unique Visitors
(or Visitors).
• Depends on your mind-set.
Engagement
• 參與、涉入:吸引更多喜好與關注。
– Time on site?Frequency?回訪?回購?
• 量化資料只能得知 Engagement 的程度,
無法得知類型(正面/負面)。
• 因地制宜,適時加入質性研究。
優秀KPI的四個特性
簡單
指標與業務相關
• 可從朋友或競爭者取得靈感
即時
即時有用
• 可以馬上發現問題
Avinash 的三個教訓
• 不要過分追求完美
– Stuart Gold:一次讓人有收穫的犯錯,好過什麼都不做。
• 要做到少而精
–做最重要的事。
• 重視網站指標的生命週期
定義
衡量
分析 行動
改進
棄守
KPI策略訂定
了解所有影響目標達成的關鍵因素
合理利用自行定義報表
建立團隊報表(大家要看的都不一樣)
以宏觀的視野理解網站
Metrics & KPIs for E-mail Marketing
Metrics & KPIs for E-mail Marketing - 1
• Email List Size 寄件清單
– Net Sent =寄件清單-hard bounce-opt-outs(取消訂閱)
• New Email List Subscribers 新收件者
– Subscriber retention rate = # subscribers – bounce backs –
unsubscribes / # subscribers
• Unsubscribes 取消訂閱
• Bounce Rate 退信率
– Delivery rate = (# of emails sent – # of bounce backs) / # of
emails sent
• Growth Rate 成長率
– Growth Rate = (New Subscribers – Opt Outs – Hard
bounces)/List size
• Open Rate 開信率
– 可能會低估
Metrics & KPIs for E-mail Marketing - 2
• Click Rate 點擊率
• Open to Click Ratio 開信點擊率
– Click-to-deliver rate (CTDR) = # of clicks / # of emails
delivered
• Cost per Click 點擊成本
• Conversion Rate 轉換率
• Depth of Visit = percent of email campaign visits that last longer
than xx pages
• Actions Completed = percent of email campaign visits that
watched a video
• Average Revenue per Email Sent = total revenue / # of emails
sent
• Profitability = (revenue generated – campaign cost – cost of
goods sold) / # of emails sent
bounces
• Hard bounce (permanently)
– the recipient's address is invalid
– domain name doesn't
– the recipient is unknown
• Soft bounce
– the recipient's mailbox is full
– the mail server is temporarily unavailable
– the recipient no longer has an e-mail account
at that address
HOW to analyze?
工具介紹
Multiplicity strategy and tools
kampyle
Nedstat
Google Website Optimizer
• 23 July Announcement
– Support for relative URLs. (Easy for cross domain.)
– Ability to copy experiments.
– Improvements to the experiments report.
Clickstream的三桶策略
Omniture Webtrends Coremetrics
ClickTracks Unica XiTi
Nedstat
Google Analytics
Piwik
• 以 PHP/MySQL 為基礎的程式,資料保密
• 開放源碼,拒絕evil,擁抱plugins
• 即時網路分析
• 可以使用API存取資料
• 使用者眾,超過32萬網站
• 進階工具如 Ecommerce Tracking、Goal
Tracking、Campaign Tracking、Custom
Variables、Email Reports
• 可以匯入Google Analytics資料- google2piwik
Google Analytics
Before Started….
Analytics (分析)
At the Begining
How it Works?
GATC
善用設定檔
What can I do?
http://support.google.com/analytics/?hl=zh-Hant
追蹤訪客點擊、外部連結與非 HTML 檔案
• _trackPageview()
• 查看全站pageview務必過濾這些點擊
• 也可以使用事件追蹤
<a href=“www.google.com” on click= “_gaq.push ([‘_trackPageview’ , ‘/vpv/outbound/’ + this.href ] ); ” /> www.google.com </a>
行銷廣告追蹤
• utm_campaign:行銷廣告活動名稱。
• utm_medium:媒介;機制。
• utm_source*:從哪來。
• utm_term:關鍵字,organic link不用設定。
• utm_content:廣告版本,用於A/B test。 <a href=“www.amazom.com/?utm_campaign=fall-sale&utm_medium=email&utm_source=newsletter&utm_content=html ” /> www.amazon.com </a>
URL Builder
可以追蹤哪些行銷廣告
• AdWords
• 其他CPC(還可使用動態URL)
• 電子郵件的Clicks
• 站內行銷廣告活動
電子商務
電子商務可追蹤哪些數字
Transaction Data
• Transaction ID: your
internal transaction ID
[required]
• Affiliate or store name
• Total
• Tax
• Shipping
• City
• State or region
• Country
Item Data
• Transaction ID: same as in
transaction data
[required]
• SKU
• Product name
• Product category or
product variation
• Unit price [required]
• Quantity [required]
Page Value
• Page 1: ($100 revenue + $40 revenue + $0 goal value) / 2 unique pageviews = $70
• Page 2: ($100 revenue + $40 revenue + $0 goal value) / 2 unique pageviews = $70
• Page 3: ($100 transaction revenue + $0 goal value) / 1 unique pageviews = $100
Visit #1 activity:
Visit #2 activity:
事件追蹤
追蹤不產生頁面瀏覽的行動
•PDF文件下載
•動態AJAX網站的交互行為
•Adobe Flash、內嵌視頻和其他媒體檔的交互行為
•使用者購買時產生的錯誤
•網站視頻被觀看的時長
事件追蹤使用方式
• pageTracker._trackEvent()
– 事件類別*
– 用戶行為*
– 事件標籤*
– 事件價值
<a href=“http://bluewhale.cc/ Cookie_Sheet.pdf”onClick=“pageTracker._trackEvent(‘GA_res’, ‘download’, ‘Cookie_Sheet’);”>下載</a>
事件追蹤注意事項
• 在每次訪問中最多可以追蹤500個事件。
• 設定檔中的大小寫篩檢程式對事件的內容無效。
• 事件追蹤代碼是由JavaScript的一個事件(onClick)觸發的。而JavaScript支持的事件有幾十種之多。
• 千萬不要把事件追蹤功能與JavaScript中的onmousemove事件或onmouseover事件搭配使用。
CAUTION
• 避免使用即時或當日報表
• 錯誤的變動將會貽禍千年 (孰能無錯?請善用注解功能)
AB Testing
“No amount of experimentation can ever prove me right;
a single experiment can prove me wrong.”
~ Albert Einstein
金科玉律
一次只改一個小東西(變數)
持續改善(把好 A/B Testing 到最好)
改變變數≠改變目的
同一個人看到的都是同一個選項
A/B testing in Online Advertising
至少換過五個圖
樣本數越多越好,至少每個ad有100個clicks
測試結果無法使用一輩子,但可以延伸
A/B testing in email marketing
Quick and Easy:
Subject Line / From / Time of Day / Day of the Week
A bit more involved:
Body Copy / Layout and Design / Call to Action
結果追蹤:
Open rate / Click through rate / Unsubscribes
萬變不離其宗
• A/B testing your Website
• A/B testing your Mobile App
• …
投影片結束了,但任務沒有結束, 網路分析必須與時俱進。
參考資料
Ruby
2 August 2012
讀萬券書
書籍資料
跨主題
Web Analytics 2.0 Avinash Kaushik ISBN 0470529393
流量的秘密 Brian Clifton
ISBN 9789572239087
Google Analytics 網頁分析
Justin Cutroni
ISBN 9789862762080
行萬里路
網路資料
E-mail Marketing
• Email Marketing: Campaign Analysis, Metrics, Best Practices,
http://www.kaushik.net/avinash/email-marketing-campaign-
analysis-metrics-practices/
• Ten Must-Know Email Marketing Metrics,
http://www.jackleblond.com/ten-must-know-email-
marketing-metrics/
A/B Testing
• 使用 A/B Testing 工具引導你做網站設計,
http://ihower.tw/blog/archives/3974/
• Why A/B testing is essential to your startup’s campaigns,
http://thenextweb.com/entrepreneur/2012/08/04/why-ab-
testing-is-essential-to-your-startups-campaigns/
參考資料(Google Analytics) • Google Analytics E-Commerce Tracking Pt. 1: How It Works,
http://cutroni.com/blog/2008/01/13/google-analytics-e-commerce-
tracking-pt-1-how-it-works/
• Google Analytics电子商务追踪1—追踪代码定制和实施,
http://bluewhale.cc/2010-02-04/google-analytics-ecommerce-tracking-
code-customize.html
• Google Analytics功能篇—事件追踪,http://bluewhale.cc/2010-03-
15/google-analytics-event-tracking.html
• Making Google Analytics Content Experiments Even Better,
http://analytics.blogspot.tw/2012/07/making-google-analytics-content.html
• Tracking Adjusted Bounce Rate In Google Analytics,
http://analytics.blogspot.tw/2012/07/tracking-adjusted-bounce-rate-in-
google.html
• Understanding And Using Page Value,
http://analytics.blogspot.tw/2012/07/understanding-and-using-page-
value.html
• Google Analytics 新版 – 事件目標,http://www.szwebanalytics.com/google-
analytics-新版-事件目标.html
參考資料(Piwik)
• Piwik官網,http://piwik.org/
• 用Piwik建立自己的Google Analytics網站流量分析服務,
http://jdev.tw/blog/2326/piwik-as-google-analytics
補充資料(未在分享投影片中)
• Build a Conversion Rate Heatmap by Hour & Day of Week in Google Docs (補充) http://www.optimisationbeacon.com/analytics/build-a-conversion-rate-heatmap-by-hour-day-of-week-in-google-docs/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+OptimisationBeacon+%28Optimisation+Beacon%29
• Google analytics教學手冊 http://www.slideshare.net/backtrue/google-analytics-13875934