web analytics and reports
DESCRIPTION
TRANSCRIPT
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Topics
• WebAnalytics• Gezondheidsplein - Overview• Competitors• Reports• Internal Control• External Control
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Definition
• Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.
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Why use WebAnalytics ?
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Definition
• Data VS Information • The Curse of Dimensionality
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Analytics
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Analytics - Top Content
What are the most commonly viewed pages on your site, and how are they used?
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Analytics - Top Content
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Analytics - Top Content - Aandoeningen
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Analytics - Top Exit Pages:
From which pages do people exit your site?
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Analytics - Top Exit Pages:
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Analytics - Site overlay
• Viewing clicks, conversions, and revenue metrics for each link.
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Analytics - Site overlay
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Analytics - Site overlay
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Analytics - Site overlay
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Analytics - Keywords (70%)
Gezondheidsplein longontsteking gezondheid keelontsteking blaasontsteking hoge bloeddruk www.gezonheidsplein.nl overgang voedselvergiftiging Schimmelinfectie
gezondheidsplein.nl buikpijn lage bloeddruk ischias zwangerschap medisch woordenboek oorontsteking vleesboom standjes spruw
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Click to edit the outline text format Second Outline
Level Third Outline
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Level Fifth
Outline Level
Sixth Outline Level
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Eighth Outline Level
• Ninth Outline LevelClick to edit Master text styles– Second level
• Third level– Fourth level
» Fifth level
Analytics - Keywords (70%)
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Competitors
• How to identify and study our competitors ?• How to identify and increase our campaigns ?
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Competitors ???
http://www.gezondheidsplein.nl/http://www.gezondvgz.nl/http://www.gezondheidsnet.nl/http://www.gezondvgz.nl/http://www.gezondheid.plein.nl/http://gezondheidplein.nl/http://plein.nl
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Google Rank
Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag
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Google Rank
Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag
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Competitors
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Competitors
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Competitors
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Click to edit the outline text format Second Outline
Level Third Outline
Level Fourth Outline
Level Fifth
Outline Level
Sixth Outline Level
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Eighth Outline Level
• Ninth Outline LevelClick to edit Master text styles– Second level
• Third level– Fourth level
» Fifth level
20 Most Popular Health Websites - June 2009
1 | WebMD.com 2 | NIH.gov 3 | MedicineNet.com 4 | MayoClinic.com 5 | Drugs.com 6 | Yahoo! Health 7 | RxList.com 8 | RealAge.com 9 | MedHelp.org 10 | Healthline.com
11 | everydayHealth.com 12 | RightHealth.com 13 | wellsphere.com 14 | FamilyDoctor.org 15 | QualityHealth.com 16 | HealthCentral.com 17 | Prevention.com 18 | Health.com 19 | RevolutionHealth.com 20 | eMedicine.com
Source: Inbound Links, Google Page Rank, Alexa Rank, and traffic data from Compete and Quantcast.
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Click to edit the outline text format Second Outline
Level Third Outline
Level Fourth Outline
Level Fifth
Outline Level
Sixth Outline Level
Seventh Outline Level
Eighth Outline Level
• Ninth Outline LevelClick to edit Master text styles– Second level
• Third level– Fourth level
» Fifth level
20 Most Popular Health Websites - June 2009
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Alexa
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Click to edit the outline text format Second Outline
Level Third Outline
Level Fourth Outline
Level Fifth
Outline Level
Sixth Outline Level
Seventh Outline Level
Eighth Outline Level
• Ninth Outline LevelClick to edit Master text styles– Second level
• Third level– Fourth level
» Fifth level
Alexa Suggestions
If you like gezondheidsplein.nl you may also like:
1. Ziekenhuis.nl
www.ziekenhuis.nl/
2. Medischestartpagina.nl
www.medischestartpagina.nl/
3. Achmea Health
www.achmeahealth.nl/
4. Zorgkrant
zorgkrant.nl/
5. Reuters Health Information
www.reutershealth.com/
6. Planet
www.planet.nl/
7. Medicinfo.nl
www.medicinfo.nl/
8. GezondheidsNet
www.gezondheidsnet.nl/
9. Gezondheid.be
www.gezondheid.be/
10. ConsuMed
www.consumed.nl/
11. www.gezondstegids.nl/
www.gezondstegids.nl/
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Test Campaigns
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Test Campaigns
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Main Goal
• Develop a management system to measure all the statistics from all the different parts from all the different websites of the company.
• This should be used by the editors to create personal reports for each client.
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Brainstorm
• What we want to show?• How will we show?• What the client wants to know?• What can be a target?
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First, Learn !!!
• How the editors change the content of our websites ?
• How they manage the content?• How they create the pools, weetjes, banners,
Dossier, Aandoeningen, etc ?• How they manage the campaigns?• How to measure the effect of changes ?• How to measure the impact of our campaigns ?
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MeasurementWhat we want to measure? How can we measure? Where the information comes
from?
Pages Number of Pageviews Google analytics
Banners Number of ViewsNumber of Clicks PhpAds
OrdersNumber Unique ViewsNumber of OrdersStepsEvasion
Google Analytics
PollsNumber of ViewsNumber of AnswersResults
Our Database
Weetje Clickouts Google analytics
Links Clickouts Google Analytics
Videos Amount Started Videostrip
Targets Number of ViewsNumber of Clicks
Our DatabaseGoogle Analytics
Newsletter Amount Send Our Database
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Reports
• Overview
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Add Report
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Admin Panel
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Add Block
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View Blocks
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Add Page
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Add Page
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View Pages
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Add Poll
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View Polls
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Add Banner
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Add Banner
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Add banner
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View Banners
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Add Clickouts
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Add Clickouts
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View Clickouts
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Add Weetje
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View Weetjes
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Add Target
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Add Target
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View Targets
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Report Preview
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Preview Banners
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Preview Pageviews
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Preview Poll
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Preview Weetjes
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Preview Targets
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Next Steps
• How can we use this to improve our campaigns and help our customers?
• Define KPI’s• Change campaigns• How to increase our pagerank• Analyze our data• Test our campaigns
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Next Steps
• Develop a strategic plan. • Establish goals.• Define the Key Performance Indicators for
each goal• Benchmark the KPIsImplement and Monitor each KPI
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Finally...
Source: Web Analytics One Hour a Day (Avinash Kaushik)
Testing new customer experience improvements and new prototypes
Quick identification of low-hanging fruit and obvious barriers to successful completion of customer tasks
In-depth understanding of customers, their environments, and no obvious challenges
Understanding why customers are there, what they are trying to do, what barriers are to task completion
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This is just the beginning..