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A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.
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A practical introduction to Web analytics for technical communicators
Samartha Vashishtha and Vikrant Rai Adobe Systems
Why analyze
Measure user engagement
Identify priority content
Discover areas for value-added
content
Act on quantitative
feedback
What gets measured gets managed. - Peter Drucker
Analysis drives insight
Many ways to analyze
Built-in dashboards in several tools...
Key concepts
Report suite
KPIs
Traffic vs conversion
Key traffic parameters
...and calculated metrics
Parameters relevant to content
Engagement
Discoverability
Content Experience
Content engagement
Time spent on page
Visitor retention
Bounce rate
Exit rate
Page flow reports
Content discoverability
Clicks to page
Referrer types
Search terms
Referring domains
Content experience
Geosegments
Languages
Devices/Operating Systems
Browsers/Display characteristics
Sample reports
Traffic
Sample reports
Devices
Referrer types
Sample reports
Countries
Color depth
Sample reports
Next and previous page flows
Video analytics
Business Catalyst dashboard
Example: Analytics-driven document
this URL...
SAMARTHA VASHISHTHA @samarthav http://blogs.adobe.com/samartha
VIKRANT RAI @vikrantrai http://blogs.adobe.com/vikrant/
Thank you!
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