Web AnalyticsHow to measure online success

Tim Stierman

Consultant

Blogger

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

• Collecting (online) data• Measuring • Analyzing• Reporting• Continuously!

Web analytics?Marketing without analyzing the results is like shooting an arrow in the dark. You will never know if you hit the right target”

• Web analytics must be part of every online business, but it is not. Why?!?!– Not the right tools– Not the right implementation– Not enough resources– No analytical knowledge– Not ready for (online) change

• Integrate web analytics in the whole organization

Be a web analytics company

• ROI of your investment!• Effective marketing campaigns• Conversion optimization• Information about your unprofitable activities• Insights about your most important

customers, sources, products and content

What's in it for me?

How mature is your organization?The proposed model presents five maturity states:1. Analytically impaired2. Analytically initiated3. Analytically operational4. Analytically integrated5. Analytical competitor

The six key process areas:6. Management7. Objectives (KPI) definition8. Scoping9. The Analytics Team and Expertise10. Improvement Process and Analysis Methodology11. Technology and Data Integration

1. Determine your KPIs2. Measure what

you need to measure3. Start with good reporting4. Optimization process

Analytical plan of approach

Reporting

Analyse

Concepts

Optimization

Online KPI’s

Analytics implementation

Analytics Checklist

• Key performance indicators (KPIs):organizations use KPIs to evaluate their success on business objectives

• KPIs need to be SMART• Business objectives contains at least one KPI• Determine your current KPI position and your KPI target• Think about the strategy that will help you achieve your KPI

targets• Put your KPIs in a organized model:

– Digital performance model– KPI E-Commerce Model

1) Determine you KPIs

Business Objective 1 Business Objective 2 Business Objective 3

Digital Performance ModelDetermine your online KPIs

Strategy:

KPI:

Target:

Current:

Tools:

Segments:

Strategy:

KPI:

Target:

Current:

Tools:

Segments:

Strategy:

KPI:

Target:

Current:

Tools:

Segments:

Reporting

KPI E-Commerce Model

2) Analytic implementation

• Choosing the right analytical tools• Correct implementation of the code • Can you measure your KPIs?• Set your online goals

• Do you have access to all relevant data?

Note: use the Google Analytics checklist to see what you are measuring and what you could measure

Google Analytics Checklist Yes No N/ATracking Code

Asynch Code

Universal Analytics

E-Commerce Tracking

App Analytics

Social Media Analytics

Data Aggregation

Account settings

IP-Filter

Site Search

Link Google AdWords

Link Google Webmastertools

Goal Measurements

Funnel Visualisation

Advanced Tracking

Goals & funnelEvent Tracking

Campaign Tags

Custom variable (for segments)

Content Experiments (A/B Testing)

Campaign Tags

404-tracking

App crash measurements

Reporting

Automatic Reporting

Dashboards Custom reports Advanced segment reporting

• Decide which decision making units (DMUs) need web analytical reports

• Which metrics are important per DMU• Web analytic reporting– Automatic reporting vs customized reports– Only metrics vs management reports– Dashboards– Business reporting (including offline data)

3) Reporting

4) Optimization process

• Identify bottlenecks and opportunities in your reports• Translate improvements into optimization concepts• Create hypothesis• Run tests

– A/B – Multivariate – Usability– Lab research

• Measure the success• Implement the concept

Reporting

Analyse

Concept

Optimization

Future of web analytics

• Now we measuring what has happened• In the nearby future we are predicting what will

happen– Will these products sell– Which content need to optimized– Calculate faster the (future) ROI of your campaigns– Predict online behavior of customers

• Predictive analytics: knowing where you will lose money instead of knowing where you have lost money

Questions?

tim.stierman@liones.nlwww.liones.nl

@timstierman@LionesNL

http://nl.linkedin.com/in/timstierman/

Don’t hesitate to contact me!