A systematic approach to

web analytics

Without sense there is non-sense

Ulrich Nägele

http://www.gradlinig.com

The Mission of a Web Analyst

• The web analyst ‚measures the world‘

• The analyst tries to generate proven

knowledge

• The analyst derives possible future actions

from the data

• The analyst makes sure that action is taken

Web Analytics in 5 Steps

1. Measure!

2. Understand!

3. Create a Vision!

4. Persuade!

5. Act!

Fundamental Theorem of web analytcs

• Web analytics is not an end in itself

• The purpose of web analytics is to find a

course of action

1. Measure!

• Measure! Start now!

• Get a web analytics package. In most cases this is

a hosted solution that can be implemented in

hours or a few days

• Choose a web analytics package with good

support

• Choose software that can grow as you grow

• In Europe: Think about privacy and compliance

• Your users should feel safe on your website, so

take care of their privacy

2. Understand

• Understand your business!!!

• Understand every detail of the measurement

• Know where the errors occur

• Understand what your users do on your website

• Understand the needs of your users

• Understand the ‚problems‘ of your users

• Find the weak spots of your website

3. Create a vision!

• What can you do better?

• Get rid of obvious bugs

• Solve the problems of your users

• Satisfy their needs

• Make a written plan

4. Persuade!

• First persuade yourself

• Think critical

• Ask the How? What? Who?

• Persuade important people (prewire!)

• You plan should find acceptance

• Get a decision

5. Act!

Web Analytics

Measure

Understand

Vision Persuade

Act

All 5 Steps are important

• Without measurement you are blindfoldet

• w/o next Steps will be based on luck not

on knowledge Measure

• Without good knowledge about your

business and the people you will draw

wrong conclusions Understand

• There will be no change without vision Vision

• Without persuasion you won‘t get the will

and the means to suceed Persuade

• If you don‘t take action. Web analytics is

useless. Act

How to go on?

• Read my blog

• gradlinig. - http://www.gradlinig.com

• Follow me on twitter

• @gradlinigcom

• Circele me on Google +

• https://plus.google.com/109740895189768163490