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Web Analytics & Business Organization

Strategy & Implementation

TOPIC REQUIREMENTS

Web Analytics User Account linked to Google Analytics.

Business understanding of the account linked to Google Analytics.

Business Functions Stakeholders Expectations

Reporting to Stakeholders Needs

WEB ANALYTICS & BUSINESS ORGANIZATION

executive team

Web Analytics & Business Functions

Sales: Revenue Per Visit

Cost Per Transaction Items per Transaction

Conversion Rate

Marketing: % Reach

Impression Share % New Visits

Brand Search Share Brand Engagement

Senior Management needs reports directly actionable against Quarterly / Annual

Goals.

Compare this with

Analytics Reports that generate data at Clickstream, Visit

Outcomes, Competitor Benchmarks, etc.

Brand Manager Web AnalystCampaign & Analytics# of paid search visits

# of non-paid search visits

# of direct visits

# of overall search visits to the website

# of searches for a search phrase / keyword

Marketing IndicatorsUnderstands at both a

functional and an industry level

Categorizes Web Analyst

reports using Segmentation, Pivots and

Filters

Turns analytics data into functional information

Web Analytics & Stakeholder (Marketing)

Web Analyst

Campaign & Analytics

# of search visits with Brand terms

# of direct visits


# of Brand Term Searches for Jigsaw

# of Brand Term Searches for Competitors A, B and C

Metrics & Dimensions that map to Marketing goals (Company Level)

Requires Understanding – Web Analytics Tool | Segmentation | Reporting

Web Analytics & Marketing Function

Brand Manager

Focus on Marketing goals (Company Level)

Requires Understanding – Campaign | Product | Competition | Audience

Brand Goal Target Actual

Reach 30% 24%

New Visits 45% 64%

Web Analytics & Marketing Expectation

Brand Manager

Brand Goal

Target Actual

Reach 30% 24%

New Visits 45% 64%

Web AnalystCampaign & Analytics

# of search visits with Brand terms# of Direct Visits




Move from metrics & dimensions to Marketing goals (Company Level)


Organic Search + Direct Visits = 17,645 + 11,295 =

28,940

Brand Engagement Calculations

Brand Manager helps identifying right Segments |

Filters

Web Analyst generates the report

TIP: These are great interactions for the Web Analyst to understand business context

Organic Visits Illustrations

Web Analyst – Brings structured data to the table


Brand manager – Brings the Business Context!


Organic “Brand Term” Visits = 4,028Adjust for “Not Provided” = 9,848Direct Visits = 11,295

Total “Brand Term” driven Visits = 25,171

Brand Engagement = 25,171 / 28,940 = 87%

How do we report This?

How do we read this as a business indicator?

Website Metric

Business Metric


Q1 Q2 Q3 Q40%

10%

20%

30%

40%

50%

60%

70%

80%

Brand Engagement Score

This completes the journey from Website Metric to Business Performance Indicator

Brand Engagement: Business Metric to KPI

Brand Manager

Brand Goal

Target Actual

Reach 30% 24%

New Visits 45% 64%

Web AnalystCampaign & Analytics

# of search visits with Brand terms# of Direct Visits




Move from metrics & dimensions to Marketing goals (Company Level)


CMO

Business Indicators

Budgeted Vs. Actual RoI (Performance)

$s required to meet revised targets

(Plan)

%ge increase in Repeat Purchases

Gross Margin Per Visit – Trends

Customer Lifetime Value

Q1 Q2 Q3 Q40%

10%20%30%40%50%60%70%80%

Brand Engagement Score

Should the CMO worry about this drop?

If so, what are the

options available to improve this KPI?

Web Analytics & Senior Executives

CMO Brand Manager

•(# of Brand Term Search Visits + # of Direct Visits) / (# of Search Visits + # of Direct visits)

Brand Engagement

•(# of Brand Term Searches for Jigsaw) / (# of Brand Term Searches for [Jigsaw + Competitors])

Brand Search Share

Index

move from marketing metrics to business measures (industry perspective)

Take actions – requires business understanding

Web Analytics & Business Expectations

Moving from Data to Insights to Business Actions

Web Analytics & Stakeholders (Marketing)

RECAPData converted to:

online metrics;Business indicators;Actionable insights.

Analytical and business capabilities required across different functions.

Thank You

Web Analytics & Business Strategy


Understanding Business Strategy

Business Strategy – Performance Indicator

Measuring Marketing Performance

Measuring ModelsCreating Measurement Models & Reporting

WEB ANALYTICS & BUSINESS STRATEGY

Business Strategy

Differentiate from Competitors

Achieve revenue & margin goals

Attract & retain customers

AttributesBased on Market Need,

Inherent Strength, Competitor Weakness

Long Term Advantage

Betting the business – all investments are towards achieving strategic goals

Executed over years (as opposed to quarters /

months)

What is a Business Strategy?

Differentiate From Competitors

• Increase Brand Share

• Increase Brand Engagement

• SERP for natural traffic

• Website Rank

Customer Focus

• Average order Value

• % returning customers

• % referral Rate• Customer

Lifetime Value

Cost Leadership

• Cost per transaction

• Cost per Visit• Cost of Customer Acquisition

Sample Business Strategies

Why are these important for Web Analysts? KPIs are based on the strategic goals of a business

Business Strategy Business IndicatorsLowest Price Guarantee Lower Selling Costs

Cost per visit, per transaction

Equal or Better Service / Support

Equal or better Customer Experience

Increase Cross sell / Up sellItems per transaction, average order value

Steady Service / ExperienceWebsite page-load, easy catalogue search

Business strategy determines metrics and performance

indicators

Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue

Optimization and Conversion

Landing Page Micro Conversions, Page Value, Conversion Funnel

Performance Indicators

Failure Points

Website Objective

Marketing objective:Build high converting, natural search traffic

Measurement Marketing Performance

Example: Jigsaw Academy - Training for Business Professionals

Micro-conversions- Lead Generation

Path to Purchase

Path to Purchase: Product Review

Path to Purchase: Subscription

Path to Purchase: Order Fulfillment

Path to Purchase: Analytics Report

Path to Purchase in Analytics




Measuring Models

Creating Measurement Models & Reporting


Track progress of business objective(s) on a regular basis

Identify & measure metrics / KPIs

Indicate which initiatives are working and which do not

Help calibrate business actions based on data driven insights

What is a Measurement Model?

ValidationMetric & Business Indicators

FunctionalObjectives

Measurement Model – Simple Rules

FunctionalObjectives

MARKETING

SALES

BRAND

CUSTOMER EXPERIENCE


REVENUE

BRAND SHARE

REPEAT CUSTOMERS

WEBSITE MONETIZATION

Metric & Business Indicators


MARKETING

BRAND SHARE


Is this Right?

sales

brand

Customer experience

revenues

margin

Repeats & referrals

Represent functional objectives;

Capture what is happening - accurately &

detailed,

Indicate what works or not;

What actions to take.

Validation


Visit, Cost Per Visit, Conversion Rate, Cost Per Transaction, Revenue Per Transaction, Revenue

Optimization and Conversion

Landing Page Micro Conversions, Page Value, Conversion Funnel

Performance Indicators

Failure Points

Website Objective

Measurement Marketing Performance

Marketing objective: Build high converting, natural search

traffic

Site Level Monetization

Site Value 237,465 X 0.56

= 132, 980

Page Level Monetization

Continuous optimization and steady business would show what trend?

RECAP Relationship between business

strategy and Web Analytics identified through business indicators,

Linked the indicators to web analytics metrics.

Thank You

Web Analytics Measurement Framework


Identifying & Agreeing on Performance Indicators

Web Analytics Implementation Framework

Reporting Business Insights

Highlighting Business Actionables


CXO Level Business strategyLow cost online retailer

Vice President

Marketing goals• Brand awareness• Visit personalization• Purchase recommendation

Marketing / Senior Managers

Performance indicators• Low cost per visit• Low cost per transaction• High average order value• High items per transaction

Web Analytics Implementation –Strategy to Indicators

Operations/Finance

Agree on targetsLow cost online retailer

Analysts What / who to measure• Target price conscious

users• Visit personalization• Purchase recommendation

Executives / Senior Managers

Business insights & actionables

• Low cost per visit• Low cost per transaction• High average order value• High items per transaction

Web Analytics Implementation –Measurement to Insights

Introducing Online Measurement Model

Marketing Goals Brand Awareness Personalization Recommendation

KPIs Brand EngagementBrand Search Share

Returning Visitors | Repeat Customers

Average Order Value | Items Per Transaction

QoQ Target for KPIs

10% Increase 5 % Increase 5% Increase

Measure 1. New Visits - from “Direct”2. Search Visits - “Brand Visits” | Brand Term Search Index

1. Segment: Returning Visitors2. Measure: Cost Per Visit | Conversion Rate | Average Repeat Purchase Rate | Cost per transaction

1. Segment: Returning Visitors2. Measure: Average Order Value, # of Product Categories / Transaction, # of Items / Transaction

Available from Campaign / Analytics Reports?

Yes yes Yes

Example: Jigsaw Academy - Training for Business Professionals

Statement: Jigsaw is in the business of Online Training for Analytics

Professionals.

Business Goal: The company wants to generate quality visit sources at low

costs.

Organic Acquisition Strategy

Ability to leverage Brand in the short to medium term is low

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-130

500

1000

1500

2000

2500

3000

3500

4000

Steadily increasing, but not enough to meet business goalsNeed organic & other sources to supplement brand driven visits

Visits from

Brand Term

Search

Month & Year

Brand Search Trends

CXO Level

Business strategy

Driven revenues from organic traffic

Organic Traffic:Strategy to Indicators

Vice President

Marketing goals

Brand awareness

New visitors

Repeat visitors

Leads


Performance indicators

Brand / Generic term search ranks

Visitor Engagement

Lead quality

Content relevanceTraffic

Marketing / Senior

Managers


Marketing / Sales

Agree on targets15% increase in enrolment

20% increase in visits

10% increase in content monetization


Analysts


What / who to measureNew visits & returning

Brand search share index

Micro conversions

Lead generation

Lead to customer conversion

Executives / Senior

Managers

Business insights & actionables

Improve lead quality?

Increase visits with relevant intent?

Content marketing for referral/social visits?


Marketing /Sales Analysts Executives /

Senior Managers

Agree on targets

15% Increase in Enrollment

20% Increase in Visits

10% increase in Content

Monetization

What / Who do we measure?

New Visits & Returning Visitors

Brand Search Share Index

Micro ConversionsLead ConversionLead to Customer

Conversion

Business Insights &

ActionablesImprove Lead

Quality?Increase visits with

relevant intent?Content Marketing for Referral / Social

visits?

Web Analytics Implementation –Measurement to Insights

Relevant content & Refresh

Visitor Engagement

Average Visit Time

(Page / Website)

Likes | Comments |

Reviews

SERP

Increased Visits

Actionable: Content Strategy to DriveOrganic Visits


Visitor Engagement

Average Visit Time

(Page / Website)

Likes | Comments |

Reviews

SERP

Increased Visits

Great Content: Video Play, Download, Search

Engaged Visitors: Scroll Down, Time on Page, Bounce Rate, Did they visit another page


Visitor Engagement

Average Visit Time

(Page / Website)

Likes | Comments |

Reviews

SERP

Increased Visits

Higher Rankings: SERPs for target Search Phrases / SEO Pages

Positive Feedback: Measure Sentiment / Tone of Reviews

More Visitors: Visits, Visitors, First / Repeat

Some questions to consider …

What is missing in the SEO Category Pages?

How many SEO Pages do we manage today?

Are we measuring all of these?

Do we know our best performing pages by category?

Outcomes Company Product BlogEngagement Time on Page, Bounce rates, Pages / Visit,

Chats / VisitPositives Comments / LikesInteraction Comments | Scroll Downs | Video PlaySite Monetization

[Micro Conversions, Leads, Page] - $ Values / Visit

Visits # of First Time | Repeat VisitorsLeads # of Leads / EnquiriesHigher Conversions / Conversion Rates

Visits to Leads| Leads to Purchase| # of Purchases | Average Purchase Value

Site

Ex

peri

ence

Busi

ness

O

utco

me

Reporting Actionable Outcomes – Content & Organic Segment

outcomes visits engagement leadsEngagement

Positives Interaction Site MonetizationMore VisitsMore searchesHigher enrollment/ enrollment rates

Site

Ex

peri

ence

Busi

ness

O

utco

me

Reporting Actionable Outcomes – Content & Organic Segment

all of these can be reported as above, using tools like Google Analytics

Poor Lead

QualityLow Lead to Enrolment Conversion

Communicate product

price clearly; Conduct Survey of

Leads

Jigsaw Academy Organic Traffic -Actionables from Analytics

ISSUE INDICATOR ACTION

Poor Visit Quality

High Bounce

Rates | Low Time on

Site | Low Visit to Lead

Conversion

Optimize Landing Pages &

Keywords for Visitor

Intents of Comparison & Purchase

Jigsaw Academy Organic Traffic –Actionables from Analytics


Low # of Visits

Monthly Visit Trends

Content Marketing for

Social | Referral Traffic

Jigsaw Academy Organic Traffic –Actionables from Analytics


RECAPUnderstood & created a measurement

model to understand if our content strategy is working;

Improve strategy by understanding why certain aspect are not working.

Thank You

webc2 t1 t2-t3

Education

visits4564web

search engine

demand generation

requires understanding

build high

higher conversion

web analytics

visitor quality