digital analytics - ayca turhan•digital analytics is the analysis of qualitative and quantitative...
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Digital Analytics
Ayça Turhan Hacettepe University
Department Of Business Administration
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Wouldn’t it be great to have access to the following
data:
• How many people come your store everyday?
• How often do they visit your store?
• What are they looking for at your store?
• How many of these people visited your store as a result of your latest ad campaign about a specific product?
• How many visits does it take before someone makes a purchase?
• How much time do people spend at your store?
• How many items they browse before buying something?
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In Digital Marketing,
all that information
about your online
store is available!
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In traditional media, actionable data was
scarce
In the digital age,
information is everywhere!
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• In traditional marketing:
– Marketers were never sure which
elements of marketing mix were delivering
results
– Buying advertising space to test different
tactics was expensive
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Digital Marketing Framework
Digital Minds: 12 Things Every Business
Needs to Know About Digital Marketing
(p. 10). FriesenPress
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A Digital Marketer
has to make data-
driven decisions.
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What should digital marketers
do?
• Track, analyze and optimize their
digital assets and campaigns to
achieve best results.
• Use data to test and improve
marketing efforts.
• Never stop experimenting with new
and different approaches.
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Objectives & Goals & KPIs &
Targets
• The objective answers the question,
“What do we want to achieve with this
marketing campaign?”
– Increase sales of a product
– Grow Brand Awareness
– Increase Website Traffic
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Five Common Business
Objectives • For e-commerce sites: selling products or
services.
• For lead generation sites: collect user information for sales teams to connect with potential leads.
• For content publishers: to encourage engagement and frequent visitation.
• For online informational or support sites: help users find the information they need at the right time is of primary importance.
• For branding: drive awareness, engagement and loyalty.
https://support.google.com/analytics/answer/6080732?hl=en
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Objectives & Goals & KPIs &
Targets
• The goal answers the question, “What do we need users to do in order to achieve our objective?” – Making a purchase
– Signing up for a newsletter
– Viewing a certain number of pages in a visit/session.
• A completed goal is known as a conversion.
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Types of Conversions
• When a goal/objective has been met as a result of user’s action, it is a ‘macro’ conversion. – Example: a purchase on an ecommerce site
• Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer. These are ‘micro’ conversions. – Example: a sign-up for e-mail list
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Objectives & Goals & KPIs &
Targets
• Key performance indicators or KPIs are
metrics that are used to indicate
whether objectives are being met.
• A metric is a defined unit of
measurement.
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Objectives & Goals & KPIs &
Targets
• Targets are the actual target values
that KPIs need to meet in order for the
campaign to be declared a success.
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Objectives & Goals & KPIs &
Targets
• E-Commerce Example:
– Objective: Increasing revenue
– Goal: Sales on website
– KPIs: Number of orders, Conversion rate,
Average order value
– Targets: 1000 orders, 20% conversion rate,
$10 Average order value
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Objectives & Goals & KPIs &
Targets
• Content Site Example:
– Objective: Increasing user interest in
website
– Goal: Time spent and content consumed
on website
– KPIs: Average session duration, Pages Per
Session
– Targets: Avg. Session Duration: 10 min,
PPS: 8
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Digital Analytics
• Digital analytics is the analysis of
qualitative and quantitative data from
your business and the competition to
drive a continual improvement of the
online experience that your customers
and potential customers have which
translates to your desired outcomes
(both online and offline).
https://support.google.com/analytics/answer/6080732?hl=en
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Analytics Tools
• There are many tool alternatives
designed as digital analytics tools.
• Most well-known web analytics tool is
Google Analytics:
www.google.com/analytics/web
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Google Analytics Real-Time
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Audience Metrics
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Sessions
Session: A session is the period time a user
is actively engaged with your website,
app, etc.
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Users
Users: Unique users that have had at least
one session within the selected date
range.
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Pageviews
Pageviews is the total number of pages
viewed.
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Pages / Session
Pages/Session is the average number of
pages viewed during a session.
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Average Session Duration
Average Session Duration: The average
length of a Session.
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Bounce Rate
Bounce Rate is the percentage of single-
page visits (i.e. visits in which the person left
your site from the entrance page without
interacting with the page).
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% New Sessions
% New Sessions: An estimate of the
percentage of first time visits.
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New vs. Returning Visitors
New visitor: a unique visitor who visits the website for the first
time ever in the period of time being analysed.
Returning visitor: a unique visitor who makes two or more visits
within the time period being analysed.
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# of users 3
# of sessions 4
# of pageviews 6
# pages/session 1.5
1st session
1st session
1st session
1st session
1st
session
2nd session
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Demographics
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Interests
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Geographic Data
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Other Ways of Segmentation
• Device type (web, mobile, tablet)
• Browser & Operating System
• Service Provider
• New vs. Returning visits
• Engagement
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Acquisition Overview
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4 Major Acquisition Channels
• Direct: – Visitors who visited the site by typing the
URL directly into their browser.
• Organic Search – Visitors referred by search engines.
• Referral – Visitors referred by links on other websites.
• Social – Visitors referred by social media websites.
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Direct
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Organic Search
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Social
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Referral
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Traffic Sources
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Behavior/Site Content
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Behavior Flow
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Landing Page vs. Page
• Landing Page is the page through
which visitors entered your site.
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1st session
1st session
1st session
1st session
1st
session
2nd session
Landing Page & Page
URL Google Facebook Google
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1st session
1st session
1st session
1st session
1st
session
2nd session
Landing Page & Page
• Homepage is a landing page for blue
and green users.
• Page1 is a landing page for red user.
• Page1 is a landing page for 2nd session
of blue user.
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Pages
Pages: The pages visited by users.
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Landing Pages
Landing Pages: The pages through which visitors
entered your site.
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Exit Pages
%Exit is (number of exits) / (number of pageviews) for the page
or set of pages. It indicates how often users exit from that page
or set of pages when they view the page(s).
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Events
• Events are user interactions with
content that can be tracked
independently from a web page or a
screen load.
• Downloads, call to action clicks, video
plays are all examples of actions you
might want to track as Events.
https://support.google.com/analytics/answer/103
3068?hl=en
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Other Behavior Metrics
• Site Search
– Provides valuable information about what
people are searching for at your website
and their behavior after making the
search.
• Site Speed
– Gives information about performance
metrics of your website.
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What to do?
• There are so many reports available
Google analytics for you to analyze &
optimize performance.
• Which reports you need to use
completely depends on your
objectives & KPIs.
• Be creative & analytical at the same
time!
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Conversion Optimization
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Conversion Funnel
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1. Homepage
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2. Search Result Page
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3. Product Page
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4. Checkout Page
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5. Thank You Page
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Basic Definitions
• Conversion is the completion of an action that the website wants the user to take.
• Microconversion a small conversion in the path to conversion.
• Conversion rate is the outcomes divided by users (or sessions).
• Conversion optimization is the cycle of tweaking, testing and improving websites in a way that enables users to take desired actions.
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Types Of Tests
• When we talk about conversion rate
optimization, we are usually referring to
running split tests.
• A split test is one where we show
different versions of a web page to
groups of users and determine which
one performed better.
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Types Of Tests
• A/B Testing
• Multivariate Testing
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A/B Testing
• It is a technique for testing two of more
versions of a page on your website.
– The original vs. the alternatives
• The goal is to find which version
delivers desired outcomes.
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A/B Testing
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A/B Testing
• The key for A/B testing:
– You should only change one element at a
time so you can easily isolate which
factors have an impact on your
conversion rate.
– You must ensure the results are statistically
significant.
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Multivariate Testing
• It is a technique for testing changes in
many different elements all at the same
time on a web page.
• For example, we can test alternative
headlines, copy and call to action
buttons.
– 3 elements, 2 versions mean 8 combinations!
• More complicated and ideal for higher
traffic volumes
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Using Tools For Conversion
Optimization
• ‘Goals’on Google Analytics measure how well your site or app fulfills your target objectives.
• Examples of Goals include: – making a purchase (for an ecommerce
site)
– completing a game level (for a mobile gaming app
– submitting a contact information form (for a marketing or lead generation site).
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An Example
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An Example
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Sources • «emarketing: The Essential Guide To Marketing In a
Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: http://www.quirk.biz/emarketingtextbook/
• Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity by Avinash Kaushik
• Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones
• Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing by WSI
• Google Analytics: www.google.com/analytics/web