Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3

Welcome to

Melissa MartinezWeb Analytics CoachCooperate.NYCCohort 3 – Summer 2015

Web Analytics

In Partnership with

+Agenda

Day 1: Intro to Analytics Definition & Purpose

User Interface Navigation

Key Metrics & Dimensions

Day 2: Gathering Data External Tools

Segmentation

Prepping for Reporting

Day 3: Application & Reporting Prepping for Reporting – Part 2

KPIs

Reporting

+Day 2: Agenda

Part 1: Review – Day 1 Exercise 1

Part 2: Prepping for Reporting – Part 2

Exercise 1: WAMM Review

Part 2: Key Performance Indicators

Exercise 2: KPIs

Part 3: Reporting

Exercise 3: Reporting Examples

Wrap-Up: Questions

External Resources

+Day 3 Presentation: Shortlinks

PowerPoint Presentation

bit.ly/COOPc3WebAnalyticsPPT3

Web Analytics Reference Guide

bit.ly/COOPc3WebAnalyticsGuide3

Web Analytics Workbook

bit.ly/COOPc3WebAnalyticsWorkbook3

+Part 1: Review – Day 1 ExerciseAsk Questions

Questions about the site that you would like to measure.

Is COOP leveraging the word apprenticeship?

Acquisition > Source / Medium - & - SEO

Does the website work well on all platforms?

Audience > Technology > Browser & OS

How many people watch the intro video?

Behavior > Events - & - Conversions > Goal URLs

How long do people spend on the site before applying?

Conversion > Ecommerce > Time to Purchase



Do mobile viewers watch the intro video?

Conversions > Events & Goal URLs > Segment: Mobile

Is COOP leveraging the word apprenticeship?

Acquisition > Source / Medium > Keyword or

Acquisition > Search Engine Optimization Queries

Which page is most visited?

Behavior > Site Content > All Pages

How do viewers navigate your website?

Behavior > Behavior Flow



How does the no Search button affect the website?

Behavior > Site Search > Search Terms

How many people click on social media?

Behavior > Events - & - Conversions > Goal URLs

Why is COOP difficult to find on Google?

Acquisition > Source / Medium - & - SEO

What is the goal for the site?

Purpose > WAMM

+Part 2: Prepping for Reporting – Part 2Intro: Web Analytics Measurement Model

+Key Terms: Ask, Measure, Compare

Questions • Purpose: Why our site exists

• Objective: What we want to do

• Goal: How we are going to do that

Measurement • Key Performance Indicator (KPI): How we measure our objectives

• Targets: Values you have predetermined as indicators of success or failure

• Benchmarks: A standard with which to evaluate performance of a similar nature

• Segment: A collection of select data attributes categorized by dimensions

Methodology • Acquisition: The activity you undertake to attract people to your site

• Behavior: The activity people undertake on your site

• Outcomes: Site activities that add value to your website

Source: Market Motive

+Web Analytics Measurement Model

Web Analytics Measurement Model (WAMM) is a matrix that compartmentalizes our site purpose, objectives, goals, KPIs, targets, and segments for measuring our site acquisition, behavior, and conversions.

S.M.A.R.T.

S – Specific

M – Measurable

A – Attainable

R – Realistic

T – Time Defined



purpose, objectives, goals, KPIs, targets, and segments for measuring Cooperate NYC's site acquisition, behavior, and conversions.


+Exercise 1: WAMM Review

Refer to “COOP - WAMM.xlx” sent via email.

Fill out the different metrics and dimensions on the Practice worksheet as they pertain to your client.

Make a note of any areas you have questions about.

Prepare to discuss. .

+Part 2: Key Performance Indicators

+Key Performance Indicator

is a metric used to evaluate the success of an activity and/or organization

based on a good understanding or what is important to organization and/or goal

differs per organization and/or goal

leads to the identification of potential improvements

can be qualitative or quantitative

+List of Reputable KPIs

Cost Per Acquisition (CPA)

Bounce Rate

Form Abandonment Rate

Cart Abandonment Rate

Checkout Abandonment Rate

Conversion Rate

Average Order Value (AOV)

Days to Purchase

Email Open Rate

Click Through Rate

Page Depth

Leads

Subscriber Rate

Downloads

Goals Conversion Rate

Time On Site

+List of Reputable KPIs

ROI

Net Profit

Engagement Rate

New vs. Returning Visitors

Form Conversion Rate

Branded Keyword Visits

Direct Email Rate

Call Rate

Social Media Share Rate

Comment Rate

Pages Per Session

Revenue

Cost

Conversions

Impression Share %

Average CPC

+Exercise 2: KPIs

Refer to Exercise 2 in your Workbook.

Write down three KPIs you would like to measure as they relate to your client.

Time: 5 minutes

Prepare to discuss.

+Part 3: Reporting

+Reporting

Report Skeleton:

1. Dashboard

2. WAMM

3. KPI Trends & Insights

4. KPI Recommendations

5. KPI Impact to Business

6. Glossary of Key Terms

How To Create a Report

+Reporting

Recommend that Reports:

be short and concise (10 pages maximum)

include a dashboard with your KPIs

include a WAMM so as to inform your client of the strategic approach

include sections with key trends and insights, recommendations, and impact to business for KPIs included on dashboard

offer advanced segmentation, qualitative analysis, competitive intelligence, A/B testing, user testing, surveys, et al

How To Create a Report

+ReportingHow to Create Dashboards


Dashboards:

are an easy-to-read graphical representation of trends, insights, and KPIs at a glance

identify the performance for the most critical metrics for the purpose of driving action and improving performance

should be personalized to fit client performance goals

should feature segmented data

should avoid clutter and be easy to read

+ReportingHow to Report Data


When reporting:

keep it simple

present data as numeric, visual, and written

segment data

identify the situation and problem

offer recommendations and solutions

demonstrate the impact to business of said recommendations

+Exercise 3: Reporting Examples

Refer to Exercise 3 in your Workbook.

Review the examples provided in the Workbook.

Time: 10 minutes

Prepare to discuss.

+Day 3 Wrap-Up: Questions

+External Resources: Web Analytics

Web Analytics: Key Definitions, Metrics, Dimensions & More http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-

kpis-dimensions-targets/ http://www.kaushik.net/avinash/smart-analytics-dashboard-modules-

insightful-dimensions-best-metrics/

Key Performance Indicators (KPIs) http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-

business/ http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/

How To Create a Digital Marketing Measurement Model http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/

+External Resources: Google Analytics

Google Analytics Tracking Implementation

https://support.google.com/analytics/answer/1008080?hl=en#GA

https://developers.google.com/analytics/devguides/collection/analyticsjs/

Google Analytics Features

http://www.google.com/analytics/features

Import Custom Dashboards & Reports & Segmentations

https://www.google.com/analytics/gallery

https://www.google.com/analytics/gallery/#posts/search


Special Custom Features & Tracking

Google AdWords Campaigns https://developers.google.com/analytics/devguides/collection/gajs/

gaTrackingCampaigns

Custom Variables https://developers.google.com/analytics/devguides/collection/gajs/

gaTrackingCustomVariables

URL Builder https://support.google.com/analytics/answer/1033867?hl=en


Special Custom Features & Tracking

Events https://support.google.com/analytics/answer/1033068?hl=en

Goal URLs https://support.google.com/analytics/answer/1032415?hl=en

UTM Parameters https://support.google.com/analytics/answer/1033863?hl=en

Experiments https://developers.google.com/analytics/solutions/experiments

+External Resources: Education

Analytics Academy https://analyticsacademy.withgoogle.com/explorer

Analytics IQ Study Guide

https://support.google.com/analytics/topic/6083717?hl=en

Data & Analytics

Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 3