Measuring Performance-Web

AnalyticsAndre Samuel

What is web analytics?

• Web analytics is the objective tracking, collection, measurement, reporting and analysis of internet data to optimize websites and wen marketing initiatives. DAA (2005)

Performance Metrics Framework

• Measurements for assessing the effectiveness of internet marketing can be thought of as answering these questions:• Are corporate objectives identified in the internet marketing strategy being

met?• Are marketing objectives defined in the internet marketing strategy and

plan achieved?• How efficient are the different promotional techniques used to attract,

interact, engage and retain visitors to a site?

Diagnostic Categories for E Marketing Measurement Chaffey (2009, pg. 583)

Web Analytics Standards

1. JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland)

• http://www.jicwebs.org/agreed-principles/website-traffic-standards

2. DAA (Digital Analytics Association)• http://www.digitalanalyticsassociation.org/Files/PDF_standards/Web

AnalyticsDefinitions.pdf

Channel buyer behaviour• Once customers have been attracted to the site we can monitor

content accessed, when they visit and how long they stay, and whether this interaction with content leads to satisfactory marketing outcomes such as new leads or sales.• If visitors are incentivised to register on-site it is possible to build up

profiles of behaviour for different segments. It is also important to recognise return visitors for whom cookies or login are used.• Key ratios are:• Bounce rates for different pages, i.e. proportion of single page visits• Home page views/all page views e.g. 20% = (2358/11 612)• Stickiness: Page views/visitor sessions e.g. 6% = 11 612/2048• Repeats: Visitor sessions/visitors e.g. 2% = 2048/970

Channel satisfaction

• can be used to assess customers’ opinions of the web site content and customer service and how it has affected overall perception of brand.• Key measure:• Customer satisfaction indices. • ease of use,• site availability and performance, and • e-mail response.

Channel outcomes

• Key Measures• Conversion rate, visitors to purchase = 2% (10 000 visitors, of which 200 make

purchases).• Conversion rate, visitors to registration = 5% (10 000 visitors, of which 500

register).

Collecting site-visitor activity data• records the number of visitors on the site and the paths or

clickstreams they take through the site as they visit different content.• Page impressions or page views and unique visitors are good

measures of site activity.

Page Impressions & Unique Visitors

• Page Impressions: One person viewing one page = a page view or impression.

• Unique visitors: individual visitors to a site measured through cookies or IP addresses on a computer.

• Visitor Sessions: number of visits of 30 minutes (standard) duration.

• Pages per visit (PPV): average number of pages viewed per visitor to the site showing engagement.

• Visits per unique visitor (VPV): frequency of site visits over data period collected (may need to be longer than a month).

www.example.com

Application to assignment

Marketing Objectives Metrics Target