Making Web Analytics actionable with Web Content Management

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How to make Web analytics actionable with Web Content Management? Market overviews, trends, social analytics,.... EU Privacy law and cookies

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  • 1. Making Web Analytics actionablewith Web Content Management30/08/2012 Damien Dewitte

2. Making Web Analytics actionablewith Web Content ManagementIntroduction and market overview Damien DewitteLead ECM consultant 2. 3. Contents- Introduction- The EU Privacy Law- Analytics Implementation & WCM- Social Media & Analytics- Market Overview 3. 4. If you can not measure it,you cannot improve it.(Lord Kelvin)Go, wondrous creature! mount where Science guides;Go measure earth, weigh air, and state the tides; Instruct the planets in what orbs to run, Correct old Time, and regulate the sun4. 5. Why Web Analytics? Web Analytics is a thermometer for your website, constantly monitoring your online health. Web Analytics allow you to study the online experience in order to improve it. Its about Measuring Success 5. 6. Monitoring what? Optimization of content production efforts Does my content really matter to my visitors? SEO effectiveness How do my Search Engine Optimizationefforts perform? Patterns for conversion Where do I get the most (un)succesfullconversions and what can I learn form it? Errors on my website Good idea to check for: 404 errors (Page not found) Forms abandonned Internal Site search performance6. 7. Metrics Dimensions versus Metrics 7. 8. Metrics The usual suspects Visitor Visit Pageview Average Time on Page, Bounce rate, Exits Some metrics are calculated metrics: e.g. Pageviews/Visit 8. 9. Key Performance Indicators KPIs allow to establish the link between the metrics and the Business Goals. KPIs are figures (relevant ratios, percentages, averages or rates) 9. 10. KPI Examples Reach: click-through-rate (per traffic source), % new visitors, cost per acquisition Engage: bounce rate for landing pages, page depth, average time on site, usage of apps, social media engagement Activate: global conversion rate, conversion rate per goal, goal value per visit, cost per lead Nurture: loyalty (returning visitors), conversion rate of returning visitors 10. 11. Key Performance Indicators A KPI is only a good KPI if it allows to take action 11. 12. Categories of KPIsAdobe GoogleVisitor Acquisition Visitor Identification & SegmentationVisitor Activity &Content consumption Visitor Retention & GrowthREAN model 12. 13. Conversion In E-commerce sites, conversion is obvious. Each shopping cart check-out has an associated value in . Therefore its easy to calculate the ROI of your website, SEO and analytics efforts. But non-transactional sites also have conversion events (which could be given a value, but its more difficult to express the exact value in .) Filling in a contact form Downloading a document Signing up for an event Registering for a newsletter Submitting a question to a helpdesk The E-Tailing Group Survey april 2011: Average conversion rate for US Merchant websites is 1-3%13. 14. EU Privacy LawCookie-law 14. 15. EU Privacy Law European Union ePrivacy Law, May 26, 2011. Implying that setting website cookies without a visitors consent would be illegal. Interpretation: Cookies should be completely anonymous (not containing PersonallyIdentifiable Information or reference to personal information) Cookies should be first party cookies (set by your own websitedomain) Google Analytics and Adobe SiteCatalyst are OK (and have published their own disclaimers) , but still they require attention from site-owners and legal advisors.15. 16. EU Privacy Law Google Analytics terms of Service (http://www.google.com/analytics/tos.html) You will not (and will not allow any third party to) use the Service totrack, collect or upload any data that personally identifies anindividual (such as a name, email address or billing information), orother data which can be reasonably linked to such information byGoogle. .... You must post a Privacy Policy and that Privacy Policymust provide notice of Your use of cookies that are used tocollect traffic data, and You must not circumvent any privacyfeatures (e.g., an opt-out) that are part of the Service. Adobe (http://blogs.adobe.com/digitalmarketing/executive- insights/european-union-eprivacy-directive-update/) To address this and related data protection concerns, Adobes Webanalytics solution, SiteCatalyst, obfuscates IP addresses by defaultbefore storage and provides an opt-out mechanism customers canoffer their website visitors should such visitors elect not to be tracked. 16. 17. EU Privacy Law First Step Advice: Make an inventory of cookies used on your site Refer to the inventory from within your Privacy Policy pages Explain how visitors can disable or delete cookies, or even how theycan opt-out for specific cookies set by your website. UK Example: BBC.co.uk 17. 18. 18. 19. 19. 20. 20. 21. 21. 22. 22. 23. Analytics Implementations and WCM23. 24. Which trackings requires extraattention or implementation effort? Multiple domains/Multiple languages File downloads Outbound links In-Page events (event-tracking) Flash animations Interaction with Embedded Videos Defining goals Tracking E-commerce transactions Groupings of keywords, dimensions Custom segments Tracking error pages Tracking internal site-search usage 24. 25. Social MediaIs a Twitter follower considered moreimportant than an email these days?25. 26. Social Media Social Media are powerful referrers to your website, and therefore deserve specific dimensions and reports in Analytics. Unfortunately, analytics can not evaluate all the efforts you put in Social Media Marketing. Because engagement in social media communities very rarely leads to a person clicking on your link and then purchasing your product or service. 26. 27. Social Media Monitoring SolutionsAdobe SocialAnalyticsRadian6LithiumAnd also:URL shorteners (like bit.ly, tinyurl.com, goo.gl) also dotrackingServices as Hootsuite allow to post on several Social Mediaplatforms simultaneously and offers tracking27. 28. Analytics Tools Market Overview28. 29. Measurement Methods Logfile Analysis (Server-side data collection) Page Tagging (Client-side data collection)29. 30. Measurement Methods Logfile analysis approach is fading out at most Web Analytics vendors. Page tagging allows for: More accurate measurement of unique visitors In-page Event-tracking SaaS offerings, which remove maintenance costs from IT-departments Logfile analysis though, can still be suitable if: Website pages can not be modified Website is part of an Intranet without access to the Internet Data retention over a long period is important Company needs to hand over raw data for auditing Data needs to be re-processed into reports frequently Company needs to track bandwidth or completed downloads 30. 31. Market Overview Forrester Wave on Web Analytics, november 2011 Leaders: Adobe (SiteCatalyst) IBM (Unica +CoreMetrics) Webtrends comScore (NedStat)31. 32. Market OverviewVendor Product HostingMethodAdobeSiteCatalystSaaS PageTaggingcomScore Digital SaaS Page Analytix TaggingGoogle GoogleSaaS Page AnalyticsTagging UrchinOn-Premise Logfile Software Analysis + (offering discontinued)IBMUnica On-Premise LogfileAnalysis + Coremetrics SaaS Page 32. 33. Analytics Tools Landscape The analytics landscape is populated with a broad spectrum of tools which fulfill specific (extra) needs: A/B Testing, Website Optimizers SEO-specific monitoring tools Email campaign tracking Advertising Focus on e-commerce Add-ons for Microsoft Sharepoint Focus on Video Social Media Monitoring Some of these tools are part of the broader Suites of the bigger players. Other are offered by niche players.33. 34. Google Analytics 2 Analytics Products Google Analytics (Free, max 10M Pageviews/month, 25 months dataretention) (NEW) Google Analytics Premium (150K$/year, max 1.000MPageviews/month, 36 months data retention, Support & SLA) Urchin Software (On-premise, 10k$ per installation) Market Leader in terms of number of installations Integrated with Google webmaster tools, Adsense, Adwords Very often the default integration in common WCM Systems34. 35. WCM integrations: e.g. Drupal -Google35. 36. Adobe SiteCatalyst Part of the Adobe Digital Marketing Suite, with: CQ5 (WCM) Test & Target (A/B Testing) SocialAnalytics Genesis (Mail) Adobe continues to maintain the largest enterprise web analyticsfootprint of any vendor expansions into social media, audiencemeasurement, and data management show a deep commitment toproviding a comprehensive suite of products to support the analyticsand execution of digital marketing. The Forrester Wave: Web Analytics, Q4 2011 36. 37. Adobe Digital Marketing Suite Platform 37. 38. Why buy Adobe SiteCatalyst ifGoogle Analytics is for free?(Without trying to compare each feature in detail)Data retention is not limited (Google: 25 months)No limit on pageviews per month (Google: 10M)Possibility to import data from external applications intoSiteCatalyst (Google: import is not supported, export only)SLA (uptime and performance) and Support (Google: noSLA, support through forums)Some more flexibility: e.g. On demand, Adobe can apply arule or logic to your SiteCatalyst data after it is collected, butbefore it is stored in the data tables. 38. 39. Thank you! 39.