webinar report interpretation

Report InterpretationDrives Digital Optimization

1:00pm ETOctober 18, 2012Thank you for joining us!

Keith MacDonaldSenior Analytics Consultant@keithmacdkeith.macdonald@unilytics.comlinkedin.com/in/keithmacd

Karen RagotteMarketing Director@unilyticskaren.ragotte@unilytics.comlinkedin.com/in/karenragotte

Presenting

Housekeeping If you have questions:

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Analytics-only agency founded 2001

Analytics experts with Adobe, Webtrends, Google, Tableau, GoodData solutions

Professional services include:

About Unilytics

◦ Data analysis and user behavior insights◦ KPI analysis and analytics governance management◦ Analytics program implementation and auditing

Most companies have: Covered the basics

◦ Tags applied to all site pages◦ ‘Big Three’ measures◦ Top 10 Reporting◦ Entry & Exit Pages

Identified Business Objectives and established KPIs

Why is interpretation important?

Are you overwhelmed with data and unable to develop a game plan?

…yet are still not seeing ROI from analytics programs! …or have progressed toward being truly data-driven!

Interpretation Drives Optimization

Source: www.omniture.com/en/products/online-business-optimisation

Identify trends over short- and long-term

Find opportunities to:◦ Earn more traffic◦ Do more with the traffic you’ve

already got Look for indicators your users are

unable to achieve their goals Listen to what users are asking for

from your site

Your data will tell you what to do

Example 1

Look for the Complete Picture

Example 1

Look for the Complete Picture

Example 1

Look for the Complete Picture

Example 1

Look for the Complete Picture

Example 2

Look at Data in Context

Example 2

Look at Data in Context

Example 2

Look at Data in Context

Example 2

Look at Data in Context

Example 2

Look at Data in Context

Example 2

Look at Data in Context

Example 3

Look at the Right Metrics

Channel Click-throughs VisitorsBanner 120 103Direct 135 114Email 50 48Paid Search 91 86Social Networks 137 79Affiliate 94 78

Example 3

Look at the Right Metrics

Channel Click-throughs Visitors Page ViewsPage Views per Visitor Bounce Rate

Banner 120 103 148 1.44 87.32%Direct 135 114 159 1.39 69.41%Email 50 48 68 1.43 73.74%Paid Search 91 86 120 1.40 74.25%Social Networks 137 79 191 2.41 69.92%Affiliate 94 78 105 1.35 86.02%

Example 3

Look at the Right Metrics

Channel Click-throughs Visitors Page ViewsPage Views per Visitor Bounce Rate Conversions

Convesion Rate

Banner 120 103 148 1.44 87.32% 3 2.9%Direct 135 114 159 1.39 69.41% 13 11.4%Email 50 48 68 1.43 73.74% 3 6.3%Paid Search 91 86 120 1.40 74.25% 6 7.0%Social Networks 137 79 191 2.41 69.92% 19 24.1%Affiliate 94 78 105 1.35 86.02% 1 1.3%

Example 4

Internal Site Search

Example 4

Internal Site Search

Example 4

Internal Site Search

Example 4

Internal Site Search

Example 4

Internal Site Search

Example 4

Internal Site Search

Always ask how you know what you know – what assumptions have you made?◦ Look for additional data points to prove or disprove

All users don’t behave the same way◦ Segmentation can provide more accurate interpretation

Don’t stop with a single metric – keep digging to get the complete picture

Look at your data in context and understand the relationships between the metrics

Key Takeaways