Prior KnowledgeAble to connect and browse the internet

– PC, laptop, smart phone & tabletvia:

Basic Mathematics i.e. percentages, ratios

Basic Finance i.e. cost, revenue, profit, RoI, etc.

Prior KnowledgeGood to have general awareness of:

– Online websites & Ecommerce

– JavaScript & basic scripting language

INDEX

Introduction to Web Analytics

Strategy & Implementation

Measurement Model & KPIs

Data Coverage & Capture

Data Accuracy

INDEX

Data Integration

Reporting & Analysis

Interpretation of Reports / Analysis

Challenges & Opportunities

INTRODUCTION TOWEB ANALYTICS

Topic 1

TOPIC 1

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

Opening Example

Wherefrom?

do your visitors come

Why are they visitingyour

website? What did

theythink of your product or site?What did

theyyour website?

Why are

Did they browse or purchase?

do on Would

theycome back again?

they leaving?

To measure actions tounderstand business

performance

But when do these interactionshappen?

…before they reach

website

your

PRE-SITE

… on your website

ON SITE

…after

they leavewebsite

your

POST SITE

So when do these interactionshappen?

PRE-SITE ON SITE POST SITE

Questions to Consider

- Did we attract the right visitors?

- What were they interested in?

- Would they return again?

PRE-SITE

Search Engine BasedTracking of Visitors

ON SITE

Server Logsor

Analytics Tools

POST SITE

Analytics Tools,Cookie Tracking,

Email Communication

etc.

Why stitch all this informationtogether?

By measuring the health ofyour online business, you gain insights for

improvement!

Web Analytics is the science and art ofdata collection, analysis and interpretation into insights for achieving online business

goals

How did people learn about or

reach your site?

AWARENESS

COMPARISON

PURCHASE

Who are your customers?

Essential building blocksof a business strategy –

online or offline!

TOPIC 1

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

OFFLINE ONLINE

Ongoing marketingspends based on aggregate level

information

Marketing spendstracked on hourly basis & changed

according to trends

OFFLINE ONLINE

Low visibility onprogress

Instant understandingOf audience reach

and interest

OFFLINE ONLINE

Success determinedby peer review and

perceptions

Quantitative ROIof campaigns

known

If we were in the online space …

- Measures fast, in real-time

- Allows experimentation

- Identify true ROI

TOPIC 1

What is Web Analytics?

Why is it Useful?

Who uses Web Analytics?

CUSTOMERSUPPORT

OFFLINESTORES OPERATIONS PURCHASING

SALES &MARKETIN

G

SENIORMANAGEM

ENT

IT FINANCE

Think about it!Are you able to name one Business Metric or Indicator relevant

to each function?

Satisfaction Online Data Order Fallout Inventory

CUSTOMERSUPPORT

OFFLINESTORES OPERATIONS PURCHASING

Revenue& Brand

Website ROI Budgeting

SALES &MARKETIN

G

SENIORMANAGEM

ENT

IT FINANCE

Insights from Web Analyticswill be relevant across all

business functions!

RECAP Analyzes website data of users Uses different analytic tools Benefits businesses

Thank You