Siddhartha Srinivas Srinivasa Varadhan Sahati Ch Ayush Jain Ankit Agarawal Aparna vinod nair Rohan Kulkarni

Marketing, SIBM Bangalore

Digital Marketing Web Analytical Tools

Assignment 1

ContentsClickstream Analysis..............................................................................................................................2

Google Analytics................................................................................................................................2

Competitive Intelligence Tools..............................................................................................................5

Google Website Optimizer................................................................................................................5

Voice of Customer Tools........................................................................................................................7

ClickTale.............................................................................................................................................7

Social Analytics......................................................................................................................................9

HootSuite...........................................................................................................................................9

Clickstream Analysis Clickstream analysis (sometimes called clickstream analytics) is the process of collecting, analyzing, and reporting aggregate data about pages visitors - which are the result of the succession of mouse clicks each visitor makes (that is, the clickstream). There are two levels of clickstream analysis, traffic analysis and e-commerce analysis.

Traffic AnalysisIn this analysis the focus is made on the number of pages server to the user, the time taken to load the page for a user, how does the user navigate from a page (usage of back , forward & stop buttons in the browser), time the user stays on a page , lading pages, user source (user came from Google, blog or any other sources).

Ecommerce AnalysisIn this analysis the focus is made on what kind of pages the user visited before coming to a certain product page, the type of products the user is searching, previous purchases, previous searchers and the items in the shopping cart.

Most of the business / web admin relay on pre programmed applications to help interpret the data that is gathered by the websites. There are other open source applications (Ex. StatViz) that help in gathering the data by the admin (these applications have to be manually installed in to the web servers) but many these doesn’t provide high level data interpretation help or generate reports.

In click stream analysis the tools majorly used

Google Analytics Yahoo web Analytics Crazy egg

Google AnalyticsGoogle analytics is a free web analytics tool which tracks user behaviour on a website / blog. Google analytics uses a combination of first party cookies and java scripts to track user visits. Java script tracking has to be enabled for tracking purposes.

Benefits of Google Analytics Optimizing campaign efficiencies Understanding a website’s strengths and weaknesses Understanding website’s poor performing products as well as best sellers Segmenting customers into different categories Obtaining benchmarks that allow you to evaluate your website’s performance from a

market perspective

Google provides both general traffic analysis and E-commerce tracking.

Cross Channel Insight: Multi channel funnels in Google analytics will provide insights about the channels influence on a visitor.

Multi-Channel Funnels are a new set of reports that allow:

• See the marketing activities as combinations of channels rather than isolated tactics.• Optimize website after seeing the paths that customers took to conversion and the number

of interactions they had before purchase.• Refine your marketing tactics according to insights about how various channels work

together.

Mobile Analytics: Measure mobile websites, mobile apps and visits from web-enabled mobile devices, including both high-end and basic phones. Measure ads that lead people to use app and find out whether they prefer ads on their desktop or mobile. Which help setup to create targeted and efficient marketing campaigns that reach your visitors wherever they are.

Where Google Analytics fails• The analytics data is not available in real-time, you have to wait until midnight passes the

next day to see yesterday’s data• The data is not yours – it’s Google’s.• Google Analytics works by including a JavaScript snippet in the pages, but search engine

spiders (“crawlers”) don’t execute JavaScript when they load your site’s pages, so their visits aren’t logged by Google Analytics. So when spiders from GoogleBot, Inktomi (Yahoo), Bing, Ask and Baidu crawl the site, zero info is recorded about it and inferred from looking at your GA reports.

Competitive Intelligence Tools To improve website conversion rates, lower the bounce rates, and overall increase sales of the website instead of simply watching the daily sales reports we use competitive intelligence tools

Some of competitive intelligence tools are

• Compete • Google Website Optimizer • Optimizely

Google Website OptimizerGoogle Website optimizer is a free website optimized tool that helped online marketers and webmasters increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of website content.

Google Website Optimizer could test any element that existed as HTML code on a page including calls to action, fonts, headlines, point of action assurances, product copy, product images, product reviews, and forms. It could be used at multiple stages in the conversion funnel.

Website Optimizer has been integrated with Google Analytics as Content Experiments.

Advantages:• There are huge advantages to this method of testing over other sites that test your pages

with people who may or may not fall into your target market. With Google Website Optimizer, you know that the people who are participating in these tests are your target market

• Test setup in Content Experiments is much easier than test setup in GWO. Because Content Experiments uses your already-installed Google Analytics code to run the test, it cuts down on the amount of extra javascript you have to add to your site for a test. With Content

Experiments, you only have to add a control script to your site rather than multiple GWO scripts plus Google Analytics scripts.

• Content Experiments allows users to use Google Analytics goals as test conversions. This means you can easily use an event goal, such as “add to cart” or a URL as your test conversion.

• Some Google Analytics tracking functions can be applied to tests. Currently, the best way to integrate Google Analytics and a GWO test is implementing Custom Variable Tracking in Google Analytics. This works beautifully and gives you more robust data relating to your GWO test, including eCommerce data. The good news is that while in the current version, Content Experiments does apply eCommerce data to experiments, it does allow you to apply custom segments and page-related metrics.

• Testing length has been changed to provide more robust statistical calculations. Tests will run a minimum of 2 weeks in order to collect more data and provide better statistical confidence in a winner. Tests will automatically end after 3 months of testing to prevent a test from running if a statistical winner is unlikely.

Disadvantages:• For eCommerce sites, the major disadvantage is the lack of multivariate testing. Currently,

Content Experiments only allows users to implement A/B testing. With the final day of GWO already set. While A/B testing is extremely useful, it is not the test of choice in all situations.

Voice of Customer ToolsVoice of the customer (VOC) is a term used in business and Information Technology to describe the in-depth process of capturing a customer's expectations, preferences and aversions. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.

Voice of the Customer studies typically consist of both qualitative and quantitative research steps. They are generally conducted at the start of any new product, process, or service design initiative in order to better understand the customer’s wants and needs, and as the key input for new product definition, Quality Function Deployment (QFD), and the setting of detailed design specifications.

There are many possible ways to gather the information – focus groups, individual interviews, contextual inquiry, ethnographic techniques, etc. But all involve a series of structured in-depth interviews, which focus on the customers’ experiences with current products or alternatives within the category under consideration. Needs statements are then extracted, organized into a more usable hierarchy, and then prioritized by the customers.

Some of the Voice of Customer initiatives are :

A detailed understanding of the customer’s requirements A common language for the team going forward Key input for the setting of appropriate design specifications for the new product or service A highly useful springboard for product innovation.

ClickTaleClickTale is the industry leader in Customer Experience Analytics (CEA), providing businesses with revolutionary insights into their customers’ online behaviour. Over 70,000 businesses rely on ClickTale to optimize website performance, improve usability and dramatically increase conversion rates. ClickTale tracks every mouse move, click and scroll, creating playable videos of customers’ entire browsing sessions as well as powerful visual heatmaps and behavioural reports that perfectly complement traditional web analytics. As a fully hosted subscription service, ClickTale is cost-effective and quick to set up.

Advantages Natural environment : Tests take place in the visitors’ own home or office, providing

accurate usability results with a wide array of browsers/operating systems/screen sizes etc… No Observer Effect : Visitors navigate your website naturally, completely unaware they are

being tested. Global participation : Test visitors from all over the world. As long as there is traffic coming

to your site, you can be continually testing, any time you want. Low Cost : Mouse tracking analytics is a fraction of the cost of eye tracking, requiring no

specialist equipment or skills. Free solutions are also available in the market.

Disadvantages No pre-define tests : You cannot specify what you would like to test. You have to rely on the

visitors’ own objectives. No research control : You cannot change or control the environment in which the tests take

place. No visitor feedback : You cannot directly ask your visitors questions about their experiences,

and cannot know exactly what they are thinking.

Social Analytics

HootSuiteHootSuite enables you to manage your Facebook, Twitter, LinkedIn, Google+ and Foursquare accounts, all from one location. HootSuite eliminates the time consuming dance of toggling between multiple tabs and windows. But the benefits of using HootSuite don’t stop at the browser shuffle.

Advantages

Manage multiple twitter profiles Integrates with Ping.FM which broadcasts your tweet to 40+ social networks. Does not default to one profile when you tweet (can be a con too) Allows you to schedule tweets to post at later dates times. This allows you to set tweets

that post in the future / set it and forget it. Each scheduled tweet must be set manually though.

Has Only URL shrink inside app and provides Tweet analytics like click tracking right from within application. Tweetdeck does not have its own URL compression and can’t show Bit.ly stats from within application.

Has columns + tabs to sort twitter account columns and lists. This allows you to put accounts all on one tab or separate tab and is very flexible.

Moving columns around is drag and drop, simple and easy. Web based application means you can sign in from anywhere and see same setup. Ability to designate other email accounts to manage your social media profiles. This allows

for companies to have multiple people use service and manage the same social media profiles. Tweetdeck has nothing like this.

Disadvantages Can’t clear columns so you don’t have to see tweets you have already read and seen. Can’t do searches as easily as Tweetdeck which instantly builds column on new search. Posting tweets slower that Tweetdeck because you have to click a profile and preshrink your

URL instead of autoshrink and default profile selection of Tweetdeck.

So many options, tabs and settings it can be cumbersome to some casual twitter users (note this is a plus too)

Doesn’t auto sync avatar profile picture changes, you have to resync manually when you change your profile pic.

Doesn’t support the newer official Twitter retweet, only the old style that prepends tweets with RT @user.

Can’t select reply to multiple people and build a tweet that includes all people you click reply to. Like reply @user1 @user2. Tweetdeck if you hit reply on an tweet it will keep adding other users when you click reply for more than one user.

Doesn’t show the difference between a retweet that was sent new Twitter style, you can’t tell which were retweets done by newer retweet or if they were even retweets.

Doesn’t show number of twitter followers inside each tweet next to avatar pic. I like that Tweetdeck has option to show how many followers a user has in every tweet.

BibliographyAnalytics, G. (n.d.). Google Analytics. Retrieved from http://www.google.co.in/analytics/features/mobile.html

Atre, S. (2012, June 5). Full Traffic. Retrieved from Full Traffic: http://www.fulltraffic.net/blog/84842/5-top-benefits-of-using-google-analytics-for-your-business/

Hootsuite. (2013). Hoot Suite. Retrieved from Hootsuite: www.hootsuite.com

Perosi, M. (2011, September 1). jewelery Website Advisory Group. Retrieved from jwag: http://www.jwag.biz/newsletters/2011/09/01/google-website-optimizer-in-plain-english.html