introduction to digital analytics by peter o'neill @ measurecamp cardiff
TRANSCRIPT
Introduction to Digital Analytics
Quick introduction to me Australian living in London Worked in Digital Analytics for over 10 years Founder of L3 Analytics in 2010
London based Digital Analytics Consultancy GA & GTM Certified Partner
Merging with AEP Convert to form LeapThree Support with Google Analytics and Adobe Analytics Services from Set-up to CRO, Personalisation and Data Strategy Work with clients of all sizes and across all sectors
Founder of MeasureCamp Co-founder of MeasureBowling
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To provide intelligence that informs business actions leading
to an improvement in performance for online
organisations
Purpose of Digital Analytics
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To provide intelligence that informs business actions leading
to an improvement in performance for online
organisations
Purpose of Digital AnalyticsTo be more blunt, the purpose of Digital Analytics is:1. To make your company more money2. So you get a bigger bonus/pay rise
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Photo Credit: HikingArtist.com via Compfight cc
What is Digital Analytics all about? It is not
creating mountains of reports endless tables of data an IT or Finance function
Digital Analytics is quite simply about using data to make smarter business decisions insights and information enabling everyone to understand performance
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The 1st task to get value from a Digital Analytics toolBack away from your computer…
…what are your business questions?
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© dotmatchbox via Compfight cc
The Biggest Barrier
What is the biggest barrier for Digital Analytics? TOO MUCH DATA
Easy to be overwhelmed, not sure where to start, what to look at – drown in it and give up
An early piece of advice, start with the basics And always focus on the business questions
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Caveat: Digital Analytics tools are not 100% accurate Why?
Not all visitors allow JavaScript Fake traffic coming from bots Errors in the implementation Different technologies and definitions Doesn’t contain offsite actions/information How many unique visitors are you?
So what should you do about it? Get over it... Remember, the point of digital analytics is to make smarter business decisions The absolute numbers don’t matter as long as the error is consistent
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Some definitions to start with HITS
How Idiots Track Success
Page Views A view of a page
Sessions One or more website interactions (pageviews or events) Ends after 30 min of inactivity or by re-entering the website
Users Number of people who visited the website within a specified date range based on
cookiesPage 9
Some definitions to start with Bounce Rate
Proportion of sessions that viewed a single page only (or had a single interaction e.g. no events were triggered)
Conversion Rate Proportion of sessions who perform a desired action
Session Duration (Timestamp of the last interaction of the session) minus (Timestamp of the first
interaction)
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Let’s test your knowledge... Fred visits your website
On Mon and views 3 pages On Wed and views 1 page On Fri via an email and views 1 page
Returning 5min later via Organic Search and view 3 pages Mary visits your website
On Mon and views 1 page On Tues and views 5 pages
How many...
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– Hits– Users– Sessions
–Page Views–What is the Bounce Rate?–What is the Conversion Rate?
So what data can/should you collect e.g. article page
Title: chinas refined nickel imports rise 59 in september
Content ID: 3500554 Category: base metals Author: ellie wang Language: english Image Flag: no Video Flag: no Access Method: homepage article list Publication Date: 2015-10-26 Days since Publication: 16 Recency: recent Number of Words: 265 Length: medium
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So what data can/should you collect e.g. article page
View Article Read Article
Based on time on page Based on scrolling to bottom
Comment on Article Share Article
Via Social Media View email
Print Article/Add Clipping Click on email address Click to view another article Sign up with website
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This generates an actionable report for Publishers Article #2
Popular Not very
effective Access via
other sites Article #11
Less popular High reads,
shares & comments
Access via internal links
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How to get value from Digital Analytics Define business requirements in advance Business requirements => KPIs/metrics => data requirements Do a thorough implementation and configuration Ensure users understand and can use the tool Identify issues & opportunities through the data Integrate digital analytics into business processes
Use the data to make business decisions, not the HiPPO Digital Analytics tools, free or paid, are very powerful if:
You know what you need to know The information is available You know how to get at that information
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Thank you for your time today
To get in touch, please contact me at:
Email: [email protected] Twitter: @peter_oneillPhone: +44 (0)7843 617 347LinkedIn: www.linkedin.com/in/peteroneill
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