investigative analytics: deciphering the mystery of data-driven decision making

Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making

Ann Oleson, Converge Consulting Jay Kelly, Converge Consulting

Someone sleeping in class

Who’s on First?

http://www.youtube.com/watch?v=BopgWulwfGo

What is Web Analytics ?

• Web analytics is the study of online behavior in order to improve it. Wikipedia“

• The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline).

• Avinash Kaushik • Author, Web Analytics: An Hour A Day

“

• Google analytics is the enterprise class web analytics solution that gives you insights into your website traffic and marketing effectiveness. In a word it is your new BFF!

• Elizabeth Scarborough• CEO and Partner, Simpson Scarborough

“

What are your biggest analytics challenges?

• Not knowing what numbers matter

• Looking for answers in the wrong places

Measurement roadblocks

Web analytics is a process,

not a tool.

Web Analytics:A Continuous Process

•

is a process,

• not a tool.

Primary web analytics tasks• Measure quantitative and

qualitative data

• Continuously improve your website

• Align your measurement strategy with your organizational strategy

• What other things are you using web analytics for?

Who has a dashboard?

Web analytics doesn't start here

http://www.dilbert.com/strips/comic/2011-10-30/

http://www.flickr.com/photos/foxypar4/2168375264/

Create a plan

http://www.dilbert.com/strips/comic/2011-10-30/

http://www.flickr.com/photos/james_lumb/3922753466/

Who has a web analytics plan?

Web analytics process

Original Source: http://www.slideshare.net/epublishmedia/make-quality-content-count-with-web-analytics-highedweb-2011

http://www.slideshare.net/epublishmedia/make-quality-content-count-with-web-analytics-highedweb-2011

http://www.slideshare.net/epublishmedia/make-quality-content-count-with-web-analytics-highedweb-2011

Web Analytics Framework

1 Business Objectives

2 Website Goals

3 Key Performance Indicators (KPIs)

4 Targets

5 Segments



What is the purpose of your website?

2 Website Goals


4 Targets

5 Segments



What actions do you want people to take on your website?

2 Website Goals


4 Targets

5 Segments



What relevant web metrics can be used to measure your website goals over time?

2 Website Goals


4 Targets

5 Segments



How do you rate success?

2 Website Goals


4 Targets

5 Segments



What visitor attributes will provide meaningful insights?

2 Website Goals


4 Targets

5 Segments

Group Exercise

CASE STUDY visitor dimensions & website

behaviors

Understanding visitor dimensions & website

behaviors

Buckets of traffic

DirectVisitors who come directly to the website using the domain

name.

Search engines By default, GA tracks 20+ different search engines.

Referrals Links that appear on other websites.

Campaigns Custom! You decide.

Is your Internal Traffic segmented from your External Traffic?

Do you have a customized dashboard that is shared monthly with specific individuals on campus?

• Content Efficiency Analysis

• Content analysis jump-start

• Visitor Acquisition Efficiency Analysis

• Assess leads across all streams of traffic

• Keyword Analysis

• Assess search terms that drive relevant traffic

Custom Reports

36

Custom Reports

• Define KPI targets, evaluate trends

• Pageviews, unique visits, time on page, goal completion • Explore navigation summary

• Define target pageviews for previous pages• Optimize destination pages for desired content

• Conduct user research to understand motivating factors for completing inquiry form (e.g., course information)

• Assess Top Conversion Paths to optimize content and communications for performing mediums

Content Efficiency: Actions

40

Custom Reports

41

• Optimize for top sources and mediums driving inquiries

• Example: colleges.collegetoolkit.com (27% conversion rate)

• Evaluate key sources and mediums with low inquiry form conversions

• Example: google.com / cpc (0.19% conversion rate)

• Use social media to drive traffic• Publish valuable and relevant content for lead generation

Visitor Acquisition: Actions

42

Custom Reports

4343

• Identify high-performance keywords • Focus on long-tail, non-brand keywords

• Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance

• Drill-down to assess keywords by source and medium

Keywords: Actions

SEO Report

4545

• Visits without conversions• Unengaged users• Social media visits• Non social media visits• Leads• Highly engaged users

Advanced Segmentation (Custom)

464646

• Visit duration• Pages / Visit• YouTube Page• Twitter Page• LinkedIn Page• Facebook Page• Email [email protected]• Complete inquiry form

Advanced Segmentation (Goals)

mailto:[email protected]

47

Advanced Segments

48

Segment: Inquiry Form Completion • What is the

top content for converting visitors?

49

Segment: Inquiry Form Completion • What

content engages and converts?

50

Segment: Social Media Visits• What

content drives social traffic?

Social Report

525252

• Define targets for all success metrics (KPIs) and assess trends

• Define goal values for all analytics goals to assess goal values

• Focus analytics analysis on external traffic only

• Conduct a user survey to assess content needs for converting traffic—answer “Why?”

Recommendations

53535353

• Optimize marketing and communication for

top conversion paths• Optimize content for top sources and

mediums• Assess long-tail, non-brand keywords for

SEO content opportunities• Use advanced segments with standard

reports to provide context

Recommendations (cont.)

Questions?

Content reports

All Pages

Navigation

Landing Pages

Exit Pages

Site Search

Introduction to goals, funnels, and conversions.

Types of goalsURL destination Goal completed when visitor

views defined URL

Time on siteGoal completed when visitor spends

X amount of time on site

Pages / visit Goal completed when visitor views X number of pages on site

Event Goal completed when visitor takes a predefined action

Sample website goalsDownload a PDF Brochure, student handbook, PPT

View specific webpage

Application confirmation, login page, event registration

Complete a form Feedback form, inquiry form, newsletter sign-up form

Visitor engagement

Add a blog comment, completing a survey, rating an article

Goal Reports

Goals Report

Reverse Goal Path

Bounce Rate for Landing Pages

Site Metric Definition Type

Visit Also known as session Acquisition

Unique visitors Number of people that visited the site in the reporting period Acquisition

Pages per visit Total # of pageviews / total visit Engagement

Avg. time on site Total time spent on site / total #visits Engagement

% New Visits % of visits generated by people who have not visited site before Acquisition

Bounce rate % of single page visits Engagement

Conversion metrics

Conversion rate # outcomes / total # visits

Per visit goal value

Revenue from outcomes # / total # visits

Abandonment rate % of Abandoned Funnels

investigative analytics: deciphering the mystery of data-driven decision making

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