WEB ANALYTICSPROCESS

May 2013

WEB ANALYTICS ROADMAP

Micro-Segmentation & personalization• Segmentation Testing Plan• Data Warehouse Integration• Modeling & Micro Segmentation

Real Analytics• Attribution Analysis• Use-Case & Functional Studies• Full Behavioral Segmentation

Meaningful Reporting• Two-Tiered Segmentation• KPIs Segment / Visitor Type• Standardized Success Framework

Solid Infrastructure• Robust Meta-Data• Visitor Data Enrichment• Clean Data Feed• Ongoing Governance

WEB INTELLIGENCE GROUP

STANDARD PROCESS

OPTIMIZATION STRATEGY

Determine Business, Organization, Marketing and Website Goals

Gather Business Requirements

Develop, present and finalize Goals and Key Measurements

Translate Goals into KPIs

Validate KPIs and solidify Project Timeline: Scope Meeting

Develop SDR (implementation guide)

Consult with Creative and Development teams on deployment best practices

Develop Code / Tracking Tags

Consult on third party data integration needs

QA and validation of web analytics data

Iterative code updates as needed

Dashboard set up

Wireframe development

Reporting and Analysis

User Training

Data-Driven Insights and Recommendation for Performance Optimization

Stakeholder interviews

Discussion guides / Questionnaire

Facilitation of workshop sessions

Business requirements documentation (Salesforce)

KPIs documentation (Salesforce)

Solution Design Reference (SDR)

Code development and delivery

Validation of proper code implementationAgainst plan

Online Dashboards

SSRS report

Excel Documents

Training work sessions

Reports / Analysis

Optimization recommendation considerations

ANALYTICS REPORTING VS STRATEGYBusiness Objectives + Website Goals = Better Decisions

Objectives Measurements

Objectives MeasurementsGoals

WEB ANALYTICS STRATEGY

• Business Objectives

• Website Goals

• Key Performance Indicators

• Web Metrics

• Data collection code and custom tags

MAKE DATA RELEVANT

• Business Objective Increase engagement and retain visitors

• Website Goals More than 3 pages per visit More than 1 minute per page

• Key Performance Indicators New vs Returning, depth of visit, time on page, loyalty…

MEASURE SUCCESS

Response Metrics

• Track goal conversions, Business Metricsexits, leads, subscribers

• Track repeat visits, pages Usability Metricsper visit, bounce rate

• Track inbound links, Google Index, SEO Metrics page ranking