web analytics 101 - framework for business objectives & data analysis

Web Analytics FrameworkBertrand TayHP: 90062698E-mail: [email protected]

Google Confidential and Proprietary

Why Am I Here?

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Digital Marketing Web Analytics Lead

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Google Confidential and Proprietary 4


Agenda

1 Web Analytics & Data Analysis

2 Data Analysis Example – PPHG Setup

3 Digital Marketing Model For Web Analysts

4 Takeaways


3 Areas Of Web Analytics Expertise

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Data Reporting

Data Capture

Data Analysis


Data Analysis Process

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4 Takeaways

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Agenda


PPHG Web Analytics Overhaul

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Can Web Analytics help to improve Occupancy rate, especially during off-peak seasons?

Reports lack actionable insight


Analysing The Problem – Aggregate Data

• Website & Ecommerce tracking was basic

• Profiles were tracking only at an aggregate and country level

• Not tracking loyal customers

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Actionable Insights – 3 Examples

• Track the usage of promotion codes during off-season periods

• Create profiles to track at a member, property, country and aggregate level

• Track the behaviour of each member type and their actions

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Implementation – Opportunities For Insights

• Implement tracking code to track promotion code type and usage

• Profile set-up with appropriate logic and filters

• Create Visitor-level Custom Variable to track each member type and their actions

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Evaluation - Tracking Can Improve Occupancy Rate

1. Identify decrease in booking activity for each member type and take action

2. Run promotions, especially during the off-season periods, and measure each promotion’s effectiveness quickly and optimise accordingly

3. Made the value of each member segment measurable

4. Better understand the performance of each media channel for all objectives

5. Country Managers can now make sharp strategic decisions

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4 Takeaways

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Agenda


The Model

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Business Objectives

Website Goals

KPIs

Targets

Data Analysis

Fact-finding, understanding the business

Translating BOs into digital solutions

Goals (Metrics)

Targeted improvement (x% increase)

Segmentation (Traffic Acquisition, Behaviour, Outcomes)

Provides clarity on what data to look at

clickTRUE Confidential and Proprietary

CRO Redesign October

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701Panduan

Private & Confidential 18

Business Search Conversion Funnel

Private & Confidential

We expect to bring the number of completed enquiries back to 9%

Objective – Generate Leads

Lack Of Follow Through after “Ask Me” Button Optimisation

• Overall Higher Conversion for “Ask Me”• However Lower Submitted Enquiries

9%

7%

5. Micro Conversions 5. Micro Conversions

3. Macro Conversion (KPI)

1. Business Objective2. Website Goal

4. Target


Objective – Increase Enquiries

Fixing The Leaky Pipe

• 3 Minor tweaks to address leaks

Ask Me Completions

Sales Lead Generation(Business Enquiry)

1)Lack O

f Assura

nce

2) Complic

ated fields

2) Unre

lated fields


Design Guideline3 Minor Tweaks

I. ReorderingII. Adding ReassuranceIII. Simplifying Fields

Prior Proposed


Design GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields

1. Reordering to reassure function of form.

Prior Proposed


Design GuidelinesI. Reordering II. Adding Reassurance III. Simplifying Fields

1. Prominent Titles2. Text to convey information may be gained. - eg. “Like to know more about…”

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2

1

2

Prior Proposed


Design Guidelines

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I. Reordering II. Adding Reassurance III. Simplifying Fields

1. Removal of Business Name Field 2. Removal of Subject Field1

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2

Prior Proposed


I. Reordering II. Adding Reassurance III. Simplifying Fields

Type of feedback to change to Type of enquiry.Default Setting as “General Enquiry”.

Comments to change to Enquiry.Are you a business owner shifted below.

Design Guidelines

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2

3

4

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2

3

4

2

1

3

4

Prior Proposed


Design Guidelines - Variations

Format Variations

• To test on Generic First• Follow up on variations - (Require full listing)

Restaurants Hotel Automobile


Conclusion

Greater Follow Through

• 477 more submitted enquiries (35% increase)• Higher Submitted Enquiry

11%

7 %


The Model

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Business Objective

Website Goal

KPI

Targets

Data Analysis

Generate leads for businesses

Generate leads for businesses online

Submitted Enquiry

15% increase in macro conversions

Micro Conversions





4 Takeaways

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Agenda


Key Takeaways

• Web Analytics works best when business objectives and measurement expectations are clearly defined in advance.

• Utilise the Data Analysis Process & Web Analytics Model for focus and clarity.

• Focusing on Data analysis makes you a better web analyst

• Never be afraid to take action on your insights as long as it’s to achieve the client’s business objectives.

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web analytics 101 - framework for business objectives & data analysis

Education

google confidential

clicktrue confidential

private confidentialwe

private confidentiali

web analysts4 takeaways8agenda

member type

type of enquiry

tracking code