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Web Analytics Introduction

In this session…

2

Session Title

I Web Analytics Overview

II Trends in the WA industry

III Connecting Analytics to business

IV Data Collection Methodologies

V Enterprise Analytics

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WA Overview

Introduction

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Web analytics is the study of the behavior of website visitors.In a commercial context, web analytics refers to the use of data collected from a web site to determine which aspects of the website achieve the business objectives

“WAA (Web Analytics Association) defines it as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.”

Context for Web Analytics DSS – Decision Support System

A conceptual framework for a process of supporting managerial decision- making, usually by modeling problems and employing quantitative models for solution analysis

BI - Business Intelligence subset of DSSAn umbrella term that combines architectures, tools, databases, applications, and methodologies

BA - Business Analytics subset of BIThe application of models directly to business dataAssists in making strategic decisions

WA - Web Analytics subset of BAThe application of business analytics activities to Web-based processes, including e-commerce

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Trends

Top 10 Business Priorities Ranking

Business process improvement 1

Reducing enterprise costs 2

Increasing the use of information/analytics 3

Improving enterprise workforce effectiveness 4

Attracting and retaining new customers 5

Managing change initiatives 6

Creating new products or services (innovation) 7

Targeting customers and markets more effectively

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Consolidating business operations 9

Expanding current customer relationships 10

2010: Top 10 Business and Technology Priorities Of CIOs

Top 10 Technology Priorities Ranking

Virtualization 1

Cloud computing 2

Web 2.0 3

Networking, voice and data communications 4

Business Intelligence 5

Mobile technologies 6

Data/document management and storage 7

Service-oriented applications and architecture 8

Security technologies 9

IT management 10

Source: Gartner EXP Worldwide Survey of Nearly 1,600 CIOs (Jan 2010)

Web Analytics

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Basically, you want a web analytics package that can do the following: Measure visitors to the site Show which page the visitor landed on (what is the first page they saw on the website) How a visitor navigated through your site Analysis of website history (visitors by month, which links were clicked, etc)

Challenges Facing Marketers Today Measuring the performance of mobile, social and website A view of engagement with my brand across different digital channels Measuring campaign effectiveness and justifying returns on investments Marketing ecosystem is growing more and more complex and is difficult to manage.

What all can be Measured General Metrics Scenario Analysis Navigation Path Analysis Keyword Analysis and Search Engine Performance Event Tracking Visitor Segmentation Technical Details

Web Analytics Maturity

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Though Split Testing, Conversion Funnel analysis, and Keyword analysis can all be valuable they are not the starting point. You must first look at your business and determine how your web properties are driving value, or should be driving value, for your business. When you have identified the business goals you want your website to accomplish these will be the guiding principles that will determine what to analyze, what to test, and what your key performance indicators and conversion goals should be. Your web analytics suite is a tool to help you answer the business questions that need to be thought out and planned beforehand, not a solution in and of itself.

Metrics for Metrics sake are just pretty numbers.- Kevin Jemison

Metrics

AnalyticsInsights

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Connecting to Analytics

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Definition Framework - Overview Count — the most basic unit of measure; a single number, not a ratio. Often a whole number (Visits =

12,398), but not necessarily (Total Sales = $52,126.37.).

Ratio — typically, a count divided by a count, although a ratio can use either a count or a ratio in the numerator or denominator. (An example of a ratio fabricated from ratios is “Stickiness.”) Usually, it is not a whole number. Because it’s a ratio, “per” is typically in the name, such as “Page Views per Visit.” A ratio’s definition defines the ratio itself, as well as any underlying metrics.

KPI (Key Performance Indicator) — while a KPI can be either a count or a ratio, it is frequently a ratio. While basic counts and ratios can be used by all Website types, a KPI is infused with business strategy — hence the term, “Key” — and therefore the set of appropriate KPIs typically differs between site and process types.

A fourth type of definition is included for terms that describe concepts instead of numbers. Dimension - A general source of data that can be used to define various types of segments or counts

and represents a fundamental dimension of visitor behavior or site dynamics. Some examples are event and referrer. They can be interpreted the same as counts above, but typically they must be further qualified or segmented to be of actual interest. Therefore

these define a more general class of metrics and represent a dimension of data that can be associated with each individual visitor.

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Client side tracking

A metric can apply to three different universes:

• Aggregate — Total site traffic for a defined period of time• Segmented — A subset of the site traffic for a defined period of time,filtered in some way to gain greater analytical insight: e.g., by campaign(e-mail, banner, PPC, affiliate), by visitor type (new vs. returning, repeatbuyers, high value), by referrer.

• Individual — Activity of a single Web visitor for a defined period of time.

Metrics are measured across the dimensions.

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Building Block TermsUnique Visitors - The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to asite. Each individual is counted only once in the unique visitor measure for the reporting period.

Visits / Sessions - A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate.

Page Views - The number of times a page was viewed.

Events – An alternate to Page Views used on RIA (Rich Internet Applications) such as Flash/Flex where an action like click, mouse over etc... Displays fresh content.

Hits - A Hit refers to the number of files downloaded on your site, this could include photos, graphics, etc. Picture the average web page, it has photos (each photo is a file and hence a hit) and lots of buttons (each button is a file and hence a hit). On average, each page will include 15 hits.

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Visit Characterization Metrics Entry Page

Landing Page

Exit Page

Visit Duration

Referrer

• Internal Referrer

• External Referrer

• Search Referrer

• Visit Referrer

Original Referrer

Click-through

Click-through Rate

Page Views per Visit

Page Exit Ratio Single Page Visits Single Page View Visits (Bounces) Bounce Rate

Conversion Metrics Event Conversion

Content Characterization Metrics

Building Block Terms

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Technology

Hosted and SaaS solutions

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SaaS is always an option, and in-house only makes sense in rare situations; extreme privacy/security policies, long-term data archiving, etc.

Feature & Description In House (WebTrends On Premise) Hosted (WebTrends OnDemand)

Runs on Your Servers

Behind Your Firewall

You Control Analysis

Quick Access to Archived Data

Redundant Data Collection Optional

Scalability

Data Scheduler

Cross-domain Tracking with First-party Cookie

Drill-down Reporting

Web 2.0 Reports

Customizable Dashboard

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Hosted Solution

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Sample Logfile Content

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Sample Logfile Content - detailed

date time 5/2/2011 8:06 c-ip 61.246.48.98 cs-username James s-ip 192.168.139.31 s-port 80 cs-method GET cs-uri-stem /html/home.asp cs-uri-query ad=banner sc-status 200 sc-bytes 29413 cs-bytes 549 time-taken 0 cs-host www.ABC.com cs(User-Agent) Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1) cs(Referer) http://www.google.com

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Client side tracking

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Enterprise Analytics

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Web Analytics Evolution

Source: Forrester Research, Inc. – How Web Analytics will emerge as corner stone, March 2010.

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Modern Web Analytics Platform

Source: Forrester Research, Inc. – How Web Analytics will emerge as corner stone, March 2010.

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Thank YouMore in next session…Leverage WT services for your website Business

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