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Quite unlike anything in the past, businesses now can get 'live' data from their website and
can use this to improve their operations
But most businesses suck at knowing what to do with this ‘live’ data
Like BIG time
And that’s why Web Analytics is a‘much in demand’ skill.
User searches
Clicks on messages/ads
Goes to the website
After that what?
He reaches the website
How did he reach my website?
But where is he going?
Does he like my product?
Did he see all the products?
How much time did he spend?
Where did he go after that?
How can studying data can help you run your
business better
And why are managers not doing it currently?
Importance of good Analytics
Who are your visitors?
• Country/city
• Browser/OS data
• New/Repeat
• Optimize to reach site goals more efficiently
• Actionable insights based on precisely measured metrics.
• Better understanding traffic behaviour
• Test creatives, communication, layouts, etc with ease.
Importance of good Analytics
Improve ROI
How do they reach your website?
• From which site?
• Which campaign works better?
• What SEO/SEM keywords work?
What are they doing..?
• Are they converting?
• How long do they stay on your site?
• What do they read?
• What’s making them leave?
• …much more
8
Web Analytics is the measurement, collection, analysis and reporting of Internet data for
the purposes of understanding and optimizing Web usage.- Web Analytics Association
Even if you don’t see job titles for ‘Web
Analytics’, this is a very useful additional skill to
have
Especially if you have been around for a
couple of years in the ‘web’ industry.
The future’s bright
“Web Analytics is hard.”
– Eric Peterson
“10% of your budget should be spent on tools, while 90%
spent on people (brains) who will be responsible for
insights.”
– Avinash Kaushik
Other Web Analytics Providers
Basic Terminology before we Jump In
Hits: Any element caused by the browser when it requests the page
(A single page can register 1 hit or hundreds of hits based on different
elements on it)
Page Views: Number of pages divided by number of visitors (number of
pages viewed by the visitor)
Sessions or User sessions: Amount of time user browsed your site
Unique visitors: No. of people visiting a web site for the first time or at
least once within a 30 day time period
Repeat visitors
Referrers or Referring sites: Place from where the user has originated
Bounce rate: % of entrance on any given page that resulted in an exit
without entering any other page on the site
Exit rate: % of exits from a page to the total number of visits to that page
Basic Terminology before we Jump In
Time spent on the website
Page views per visit
Geographic location
Goals & Funnels
Analytics
collects your
data based on
5 broad
segments …Which give us over 80
primary reports, which
can be further drilled
down to over 1,000
unique reports.
Reported Segments
Graph•Day/week/month views•Compare 2 metrics•‘Compare to site’•Compare date ranges•Highlight data point on mouse-over
Data table•Overview of selected component•5 unique data views•Search box to include/exclude specific data•Easily compare performance to Site Avg.
Easily export/email a
report•4 format options, incl. PDF,
XML, CSV & TSV
Data Representation
• Know feasibility of campaign objectives
from past data.
• Get an idea of offering acceptance by
means of closures and engagement
metrics and visitor loyalty.