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Making Better Decisions
      with Web Analytics

      Rick Allen
      Babson College
      F.W. Olin Graduate School of Business
      eduWeb Conference
      July 28, 2010


Rick Allen • @epublishmedia                   #eduWeb • #analytics
Hi, I’m Rick.




Rick Allen • @epublishmedia   #eduWeb • #analytics
This is not a talk
                 about analytics



@epublishmedia                     #eduWeb
This is a talk about
            analytics strategy



@epublishmedia                   #eduWeb
@epublishmedia   #eduWeb
But how is it used?




@epublishmedia                   #eduWeb
What I’m talking about




@epublishmedia             #eduWeb
What I’m talking about
      1. Analytics reporting vs. strategy




@epublishmedia                              #eduWeb
What I’m talking about
      1. Analytics reporting vs. strategy
      2. Why business objectives +
           website goals = better decisions




@epublishmedia                                #eduWeb
What I’m talking about
      1. Analytics reporting vs. strategy
      2. Why business objectives +
           website goals = better decisions

      3. How to ask the right questions
           & find relevant answers



@epublishmedia                                #eduWeb
What I’m talking about
      1. Analytics reporting vs. strategy
      2. Why business objectives +
           website goals = better decisions

      3. How to ask the right questions
           & find relevant answers

      4. Keeping it going

@epublishmedia                                #eduWeb
Reporting


                 Objectives   Measurement




@epublishmedia                              #eduWeb
Strategy


   Objectives      Goals    Measurement




@epublishmedia                   #eduWeb
“        Data doesn't automate
         [design and content]
         decisions...Data will never
         replace human judgment.



                            Colleen Jones
                                  Content Science



@epublishmedia                           #eduWeb
Web Analytics Strategy




@epublishmedia             #eduWeb
Web Analytics Strategy
        ‣ Business objectives




@epublishmedia                  #eduWeb
Web Analytics Strategy
        ‣ Business objectives
        ‣ Website goals




@epublishmedia                  #eduWeb
Web Analytics Strategy
        ‣ Business objectives
        ‣ Website goals
        ‣ Web metrics




@epublishmedia                  #eduWeb
Web Analytics Strategy
        ‣ Business objectives
        ‣ Website goals
        ‣ Web metrics
        ‣ Key performance indicators




@epublishmedia                         #eduWeb
Web Analytics Strategy



       Business Effective Measured
      objectives decisions goals




@epublishmedia                   #eduWeb
Objectives & goals
         put data in context.



@epublishmedia                  #eduWeb
“        Often numbers don't speak as
         loudly as they should because
         you are missing one simple
         ingredient: context.



                        Avinash Kaushik
                            Author, Web Analytics 2.0



@epublishmedia                              #eduWeb
“        I'm astounded at how few
         decision makers actually use
         web analytics data...I'm
         convinced it's because we
         report things they don't care
         about.

                         Avinash Kaushik
                             Author, Web Analytics 2.0



@epublishmedia                               #eduWeb
Irrelevant




@epublishmedia                #eduWeb
Irrelevant
        ‣ 2,000 pageviews




@epublishmedia                #eduWeb
Irrelevant
        ‣ 2,000 pageviews
        ‣ 60% direct traffic




@epublishmedia                  #eduWeb
Irrelevant
        ‣ 2,000 pageviews
        ‣ 60% direct traffic
        ‣ 70% returning visitors




@epublishmedia                     #eduWeb
Make data relevant




@epublishmedia                  #eduWeb
Make data relevant
        ‣ Business objective:
           Increase engagement and retain
           visitors




@epublishmedia                              #eduWeb
Make data relevant
        ‣ Business objective:
           Increase engagement and retain
           visitors

        ‣ Website (analytics) goals:
           • More than 3 pages per visit
           • More than 1 minute per page




@epublishmedia                              #eduWeb
Make data relevant
        ‣ Business objective:
           Increase engagement and retain
           visitors

        ‣ Website (analytics) goals:
           • More than 3 pages per visit
           • More than 1 minute per page

        ‣ KPIs:
           New vs. returning, depth of visit,
           time on page, loyalty

@epublishmedia                                  #eduWeb
Ask meaningful questions




@epublishmedia         #eduWeb
@epublishmedia   #eduWeb
How do we decide
        what new content
          to publish?




@epublishmedia             #eduWeb
How do we decide
        what new content
          to publish?


                 How do we decide
                  what content to
                     update?

@epublishmedia                      #eduWeb
@epublishmedia   #eduWeb
How do we
           prioritize web
             projects?




@epublishmedia              #eduWeb
How do we
           prioritize web
             projects?


                 How do we decide
                  what technology
                      to use?

@epublishmedia                      #eduWeb
@epublishmedia   #eduWeb
How do we decide
          where to focus
         communications?




@epublishmedia              #eduWeb
How do we decide
          where to focus
         communications?


                 How do we know
                 if our website is
                     effective?

@epublishmedia                       #eduWeb
Connecting
questions with
   answers



@epublishmedia   #eduWeb
How do we
   decide what
   new content
    to publish?


@epublishmedia    #eduWeb
New Content
 that you need content strategy.
   Response     Metric(s)
     Determine if people         Keyword searches
     successfully find content

     Create content that         Track referring websites
     caters to new audiences     and search engine traffic

     Create attractive content   Track and compare
     using appropriate types     content types


@epublishmedia                                          #eduWeb
New Content
 that you need content strategy.
   Response     Metric(s)
     Determine if people         Keyword searches
     successfully find content

     Create content that         Track referring websites
     caters to new audiences     and search engine traffic

     Create attractive content   Track and compare
     using appropriate types     content types


@epublishmedia                                          #eduWeb
New Content
 that you need content strategy.
   Response     Metric(s)
     Determine if people         Keyword searches
     successfully find content

     Create content that         Track referring websites
     caters to new audiences     and search engine traffic

     Create attractive content   Track and compare
     using appropriate types     content types


@epublishmedia                                          #eduWeb
New Content
 that you need content strategy.
   Response     Metric(s)
     Determine if people         Keyword searches
     successfully find content

     Create content that         Track referring websites
     caters to new audiences     and search engine traffic

     Create attractive content   Track and compare
     using appropriate types     content types


@epublishmedia                                          #eduWeb
How do we
    decide what
     content to
      update?



@epublishmedia    #eduWeb
Update Content
 that you need content strategy.
   Response     Metric(s)
     Determine if content is    Exit and bounce rates
     engaging or confusing

     Gauge content quality–is   New vs. returning visitors
     it useful?

     Determine if recent        Track newly updated
     updates increase or        pages
     decrease traffic

@epublishmedia                                          #eduWeb
Update Content
 that you need content strategy.
   Response     Metric(s)
     Determine if content is    Exit and bounce rates
     engaging or confusing

     Gauge content quality–is   New vs. returning visitors
     it useful?

     Determine if recent        Track newly updated
     updates increase or        pages
     decrease traffic

@epublishmedia                                          #eduWeb
Update Content
 that you need content strategy.
   Response     Metric(s)
     Determine if content is    Exit and bounce rates
     engaging or confusing

     Gauge content quality–is   New vs. returning visitors
     it useful?

     Determine if recent        Track newly updated
     updates increase or        pages
     decrease traffic

@epublishmedia                                          #eduWeb
Update Content
 that you need content strategy.
   Response     Metric(s)
     Determine if content is    Exit and bounce rates
     engaging or confusing

     Gauge content quality–is   New vs. returning visitors
     it useful?

     Determine if recent        Track newly updated
     updates increase or        pages
     decrease traffic

@epublishmedia                                          #eduWeb
How do we
    know if our
     content is
     engaging?


@epublishmedia    #eduWeb
Engaging Content
 that you need content strategy.
   Response     Metric(s)
     Track page views, visits,   Traffic (within date range)
     repeat visits

     Track % of users who        User comment rate
     comment on content

     Track length of time        Time on page
     users remain on pages.


@epublishmedia                                           #eduWeb
Engaging Content
 that you need content strategy.
   Response     Metric(s)
     Track page views, visits,   Traffic (within date range)
     repeat visits

     Track % of users who        User comment rate
     comment on content

     Track length of time        Time on page
     users remain on pages.


@epublishmedia                                           #eduWeb
Engaging Content
 that you need content strategy.
   Response     Metric(s)
     Track page views, visits,   Traffic (within date range)
     repeat visits

     Track % of users who        User comment rate
     comment on content

     Track length of time        Time on page
     users remain on pages.


@epublishmedia                                           #eduWeb
Engaging Content
 that you need content strategy.
   Response     Metric(s)
     Track page views, visits,   Traffic (within date range)
     repeat visits

     Track % of users who        User comment rate
     comment on content

     Track length of time        Time on page
     users remain on pages.


@epublishmedia                                           #eduWeb
How do we
     measure
     success?



@epublishmedia   #eduWeb
Measuring Success
 that you need content strategy.
   Response     Metric(s)
     Track goal conversions,     Business metrics
     exits, leads, subscribers

     Track repeat visits, pages Usability metrics
     per visit, bounce rate

     Track inbound links,        SEO metrics
     Google index, page
     ranking

@epublishmedia                                      #eduWeb
Measuring Success
 that you need content strategy.
   Response     Metric(s)
     Track goal conversions,     Business metrics
     exits, leads, subscribers

     Track repeat visits, pages Usability metrics
     per visit, bounce rate

     Track inbound links,        SEO metrics
     Google index, page
     ranking

@epublishmedia                                      #eduWeb
Measuring Success
 that you need content strategy.
   Response     Metric(s)
     Track goal conversions,     Business metrics
     exits, leads, subscribers

     Track repeat visits, pages Usability metrics
     per visit, bounce rate

     Track inbound links,        SEO metrics
     Google index, page
     ranking

@epublishmedia                                      #eduWeb
Measuring Success
 that you need content strategy.
   Response     Metric(s)
     Track goal conversions,     Business metrics
     exits, leads, subscribers

     Track repeat visits, pages Usability metrics
     per visit, bounce rate

     Track inbound links,        SEO metrics
     Google index, page
     ranking

@epublishmedia                                      #eduWeb
Recommendations




@epublishmedia               #eduWeb
Recommendations
        ‣ Gain support for analytics through
           education (and shame).




@epublishmedia                                 #eduWeb
Recommendations
        ‣ Gain support for analytics through
           education (and shame).

        ‣ Track KPI's to measure performance
           over time based on goals.




@epublishmedia                                 #eduWeb
Recommendations
        ‣ Gain support for analytics through
           education (and shame).

        ‣ Track KPI's to measure performance
           over time based on goals.

        ‣ Understand what analytics can't tell you.




@epublishmedia                                        #eduWeb
Recommendations
        ‣ Gain support for analytics through
           education (and shame).

        ‣ Track KPI's to measure performance
           over time based on goals.

        ‣ Understand what analytics can't tell you.
        ‣ The best way to understand what your
           web visitors want is to ask them.




@epublishmedia                                        #eduWeb
Recommendations
        ‣ Gain support for analytics through
           education (and shame).

        ‣ Track KPI's to measure performance
           over time based on goals.

        ‣ Understand what analytics can't tell you.
        ‣ The best way to understand what your
           web visitors want is to ask them.

        ‣ Start now and don't stop.

@epublishmedia                                        #eduWeb
Sample analytics questions (PDF):
      http://j.mp/analytics-eduweb




Rick Allen • @epublishmedia   #eduWeb • #analytics
Questions?




Rick Allen • @epublishmedia         #eduWeb • #analytics
Thanks.




Rick Allen • @epublishmedia             #eduWeb • #analytics
Rick Allen
    @epublishmedia
    http://www.epublishmedia.com


Rick Allen • @epublishmedia        #eduWeb • #analytics

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Making Better Decisions with Web Analytics

  • 1. Making Better Decisions with Web Analytics Rick Allen Babson College F.W. Olin Graduate School of Business eduWeb Conference July 28, 2010 Rick Allen • @epublishmedia #eduWeb • #analytics
  • 2. Hi, I’m Rick. Rick Allen • @epublishmedia #eduWeb • #analytics
  • 3. This is not a talk about analytics @epublishmedia #eduWeb
  • 4. This is a talk about analytics strategy @epublishmedia #eduWeb
  • 5. @epublishmedia #eduWeb
  • 6. But how is it used? @epublishmedia #eduWeb
  • 7. What I’m talking about @epublishmedia #eduWeb
  • 8. What I’m talking about 1. Analytics reporting vs. strategy @epublishmedia #eduWeb
  • 9. What I’m talking about 1. Analytics reporting vs. strategy 2. Why business objectives + website goals = better decisions @epublishmedia #eduWeb
  • 10. What I’m talking about 1. Analytics reporting vs. strategy 2. Why business objectives + website goals = better decisions 3. How to ask the right questions & find relevant answers @epublishmedia #eduWeb
  • 11. What I’m talking about 1. Analytics reporting vs. strategy 2. Why business objectives + website goals = better decisions 3. How to ask the right questions & find relevant answers 4. Keeping it going @epublishmedia #eduWeb
  • 12. Reporting Objectives Measurement @epublishmedia #eduWeb
  • 13. Strategy Objectives Goals Measurement @epublishmedia #eduWeb
  • 14. Data doesn't automate [design and content] decisions...Data will never replace human judgment. Colleen Jones Content Science @epublishmedia #eduWeb
  • 16. Web Analytics Strategy ‣ Business objectives @epublishmedia #eduWeb
  • 17. Web Analytics Strategy ‣ Business objectives ‣ Website goals @epublishmedia #eduWeb
  • 18. Web Analytics Strategy ‣ Business objectives ‣ Website goals ‣ Web metrics @epublishmedia #eduWeb
  • 19. Web Analytics Strategy ‣ Business objectives ‣ Website goals ‣ Web metrics ‣ Key performance indicators @epublishmedia #eduWeb
  • 20. Web Analytics Strategy Business Effective Measured objectives decisions goals @epublishmedia #eduWeb
  • 21. Objectives & goals put data in context. @epublishmedia #eduWeb
  • 22. Often numbers don't speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Author, Web Analytics 2.0 @epublishmedia #eduWeb
  • 23. I'm astounded at how few decision makers actually use web analytics data...I'm convinced it's because we report things they don't care about. Avinash Kaushik Author, Web Analytics 2.0 @epublishmedia #eduWeb
  • 25. Irrelevant ‣ 2,000 pageviews @epublishmedia #eduWeb
  • 26. Irrelevant ‣ 2,000 pageviews ‣ 60% direct traffic @epublishmedia #eduWeb
  • 27. Irrelevant ‣ 2,000 pageviews ‣ 60% direct traffic ‣ 70% returning visitors @epublishmedia #eduWeb
  • 29. Make data relevant ‣ Business objective: Increase engagement and retain visitors @epublishmedia #eduWeb
  • 30. Make data relevant ‣ Business objective: Increase engagement and retain visitors ‣ Website (analytics) goals: • More than 3 pages per visit • More than 1 minute per page @epublishmedia #eduWeb
  • 31. Make data relevant ‣ Business objective: Increase engagement and retain visitors ‣ Website (analytics) goals: • More than 3 pages per visit • More than 1 minute per page ‣ KPIs: New vs. returning, depth of visit, time on page, loyalty @epublishmedia #eduWeb
  • 33. @epublishmedia #eduWeb
  • 34. How do we decide what new content to publish? @epublishmedia #eduWeb
  • 35. How do we decide what new content to publish? How do we decide what content to update? @epublishmedia #eduWeb
  • 36. @epublishmedia #eduWeb
  • 37. How do we prioritize web projects? @epublishmedia #eduWeb
  • 38. How do we prioritize web projects? How do we decide what technology to use? @epublishmedia #eduWeb
  • 39. @epublishmedia #eduWeb
  • 40. How do we decide where to focus communications? @epublishmedia #eduWeb
  • 41. How do we decide where to focus communications? How do we know if our website is effective? @epublishmedia #eduWeb
  • 42. Connecting questions with answers @epublishmedia #eduWeb
  • 43. How do we decide what new content to publish? @epublishmedia #eduWeb
  • 44. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #eduWeb
  • 45. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #eduWeb
  • 46. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #eduWeb
  • 47. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #eduWeb
  • 48. How do we decide what content to update? @epublishmedia #eduWeb
  • 49. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #eduWeb
  • 50. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #eduWeb
  • 51. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #eduWeb
  • 52. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #eduWeb
  • 53. How do we know if our content is engaging? @epublishmedia #eduWeb
  • 54. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #eduWeb
  • 55. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #eduWeb
  • 56. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #eduWeb
  • 57. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #eduWeb
  • 58. How do we measure success? @epublishmedia #eduWeb
  • 59. Measuring Success that you need content strategy. Response Metric(s) Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #eduWeb
  • 60. Measuring Success that you need content strategy. Response Metric(s) Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #eduWeb
  • 61. Measuring Success that you need content strategy. Response Metric(s) Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #eduWeb
  • 62. Measuring Success that you need content strategy. Response Metric(s) Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #eduWeb
  • 64. Recommendations ‣ Gain support for analytics through education (and shame). @epublishmedia #eduWeb
  • 65. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPI's to measure performance over time based on goals. @epublishmedia #eduWeb
  • 66. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPI's to measure performance over time based on goals. ‣ Understand what analytics can't tell you. @epublishmedia #eduWeb
  • 67. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPI's to measure performance over time based on goals. ‣ Understand what analytics can't tell you. ‣ The best way to understand what your web visitors want is to ask them. @epublishmedia #eduWeb
  • 68. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPI's to measure performance over time based on goals. ‣ Understand what analytics can't tell you. ‣ The best way to understand what your web visitors want is to ask them. ‣ Start now and don't stop. @epublishmedia #eduWeb
  • 69. Sample analytics questions (PDF): http://j.mp/analytics-eduweb Rick Allen • @epublishmedia #eduWeb • #analytics
  • 70. Questions? Rick Allen • @epublishmedia #eduWeb • #analytics
  • 71. Thanks. Rick Allen • @epublishmedia #eduWeb • #analytics
  • 72. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia #eduWeb • #analytics

Notes de l'éditeur