Web Analytics Strategy: Answering the Right Questions

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Web analytics users are often asked to answer the wrong questions about website performance, focusing on the “what” ('traffic' and 'hits'), rather than “why” and “how”. To gain valuable analytics insight we need to ask the right questions before seeking answers. To accomplish this, a strategy is needed to establish objectives and measurement goals. In this session, web professionals will learn how to define meaningful analytics questions, educate stakeholders about relevant metrics, and use gained insights to make positive, actionable and sustainable changes. http://www.krywosa.com http://www.epublishmedia.com

Formation

Web Analytics Strategy:
Answering the Right Questions

Jessica Krywosa Stamats Integrated Marketing:
Suffolk University Technology Conference
Rick Allen October 22, 2010
Babson College

#SIMTech10 @jesskry • @epublishmedia

Hi, I’m Jessica.

#SIMTech10 @jesskry • @epublishmedia

Hi, I’m Rick.

#SIMTech10 @jesskry • @epublishmedia

What we’re talking about
Web analytics strategy
Trends & segmentation
Campaign tracking & analytics goals
Reporting
Next Steps: Making it Work

#SIMTech10 @jesskry • @epublishmedia

How many ‘hits/visits’
are we getting?

#SIMTech10 @jesskry • @epublishmedia

Deﬁne the ‘right’ questions.

#SIMTech10 @jesskry • @epublishmedia

Finding Answers
Trends & Segmentation Campaign Tracking &
Analytics Goals
How do users travel through Which mediums work best?
our site?
Did users complete an action?
Where are our most active
Is what we’re doing working?
visitors from?
What content is performing or
Are we doing better or worse?
underperforming?
How do people ﬁnd us?

#SIMTech10 @jesskry • @epublishmedia

Web Analytics Strategy

#SIMTech10 @jesskry • @epublishmedia

“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

#SIMTech10 @jesskry • @epublishmedia

Without context, data is
meaningless.

#SIMTech10 @jesskry • @epublishmedia

Irrelevant
2,000 pageviews
70% returning visitors
80% direct trafﬁc

#SIMTech10 @jesskry • @epublishmedia

Web Analytics Strategy
University objectives
Website goals
Measurement

#SIMTech10 @jesskry • @epublishmedia

Measurement
Trends
Segmentation
Campaign tracking
Analytics goals
KPIs

#SIMTech10 @jesskry • @epublishmedia

Trends & Segmentation

http://www.ﬂickr.com/photos/eworm/177950064/

#SIMTech10 @jesskry • @epublishmedia

Analysis & Hypothesizing
Non-campaign
YOY/MOM patterns
User behavior
Who, what, where, how–but not why

#SIMTech10 @jesskry • @epublishmedia

Who?

#SIMTech10 @jesskry • @epublishmedia

What?

#SIMTech10 @jesskry • @epublishmedia

Where?

#SIMTech10 @jesskry • @epublishmedia

How?

#SIMTech10 @jesskry • @epublishmedia

How? (cont.)

#SIMTech10 @jesskry • @epublishmedia

Combinations for deeper meaning.

#SIMTech10 @jesskry • @epublishmedia

Campaign Tracking
& Analytics Goals

http://www.ﬂickr.com/photos/lawrence_evil/588771342/

#SIMTech10 @jesskry • @epublishmedia

Finding Answers with
Campaign Tracking

#SIMTech10 @jesskry • @epublishmedia

[campaign tracking]

Objective:
Improve content delivery methods

Measure

Website Goal #1 Question Answer
Optimize editorial What are the best Peak trafﬁc by
calendar (publishing times to publish campaign and
frequency). content? day/time.

#SIMTech10 @jesskry • @epublishmedia

[campaign tracking]

Objective:
Improve content delivery methods

Measure

Website Goal #2 Question Answer
Maximize use of Which content Peak trafﬁc by
content delivery delivery methods campaign content
channels. are most effective? source (twitter,
facebook,
newsletter).

#SIMTech10 @jesskry • @epublishmedia

[campaign tracking]

Objective:
Improve content delivery methods

Measure

Website Goal #3 Question Answer
Improve content/ What content is Peak trafﬁc by
messaging efﬁcacy. most attractive to campaign (news,
our users? events, shared links)
and medium (social
media, email).

#SIMTech10 @jesskry • @epublishmedia

Finding Answers with
Analytics Goals:

#SIMTech10 @jesskry • @epublishmedia

[analytics goals]

Objective:
Increase engagement

Measure

Website Goal #1 Question Answer
Encourage visitors What percentage of Analytics goal:
to explore website. users view at least 3 depth of visit =
pages per visit? 3 or more.

#SIMTech10 @jesskry • @epublishmedia

[analytics goals]

Objective:
Increase engagement

Measure

Website Goal #2 Question Answer
Engage visitors with What percentage Analytics goal:
compelling content. of users remain time on page =
on-page more 1 or more minutes.
than 1 minute?

#SIMTech10 @jesskry • @epublishmedia

[analytics goals]

Objective:
Increase engagement

Measure

Website Goal #3 Question Answer
Elicit user feedback. What percentage of Analytics goal:
users comment page view =
on content? user comment
(virtual) page.

#SIMTech10 @jesskry • @epublishmedia

Reporting

http://www.ﬂickr.com/photos/nataliejohnson/2195090407/

#SIMTech10 @jesskry • @epublishmedia

Audience
VP/Director
Knowledge base
Timeliness
Automate
Share advanced segments

#SIMTech10 @jesskry • @epublishmedia

Frequency
Monthly trends
Quarterly – Actionable
Daily/Weekly – Campaign Based

#SIMTech10 @jesskry • @epublishmedia

Content
Site trafﬁc Social media growth
Organic referrals & interactions

Asset update Targeted email
analytics (from ESP)
Campaign update
(summer, yield) Other site goals
(form submission)

#SIMTech10 @jesskry • @epublishmedia

Structure
Short and sweet
Bulleted
Minimal charts/graphs
Tie to goals

#SIMTech10 @jesskry • @epublishmedia

Data is empty without action.

#SIMTech10 @jesskry • @epublishmedia

Next Steps:
Making It Work

http://www.ﬂickr.com/photos/eﬁlpera/3920499357/

#SIMTech10 @jesskry • @epublishmedia

Recommendations
Gain support for analytics through education
(and shame)
Understand what analytics can't tell you
Measure performance over time based on
objectives and website goals
Start now and don't stop

#SIMTech10 @jesskry • @epublishmedia

Questions?

#SIMTech10 @jesskry • @epublishmedia

Thanks.

#SIMTech10 @jesskry • @epublishmedia

Jessica Krywosa
@jesskry
http://www.krywosa.com

Rick Allen
@epublishmedia
http://www.epublishmedia.com

#SIMTech10 @jesskry • @epublishmedia

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Web Analytics Strategy: Answering the Right Questions

1. Web Analytics Strategy: Answering the Right Questions Jessica Krywosa Stamats Integrated Marketing: Suffolk University Technology Conference Rick Allen October 22, 2010 Babson College #SIMTech10 @jesskry • @epublishmedia

2. Hi, I’m Jessica. #SIMTech10 @jesskry • @epublishmedia

3. Hi, I’m Rick. #SIMTech10 @jesskry • @epublishmedia

4. What we’re talking about Web analytics strategy Trends & segmentation Campaign tracking & analytics goals Reporting Next Steps: Making it Work #SIMTech10 @jesskry • @epublishmedia

5. How many ‘hits/visits’ are we getting? #SIMTech10 @jesskry • @epublishmedia

6. How many ‘hits/visits’ are we getting? #SIMTech10 @jesskry • @epublishmedia

7. Deﬁne the ‘right’ questions. #SIMTech10 @jesskry • @epublishmedia

8. Finding Answers Trends & Segmentation Campaign Tracking & Analytics Goals How do users travel through Which mediums work best? our site? Did users complete an action? Where are our most active Is what we’re doing working? visitors from? What content is performing or Are we doing better or worse? underperforming? How do people ﬁnd us? #SIMTech10 @jesskry • @epublishmedia

9. Web Analytics Strategy #SIMTech10 @jesskry • @epublishmedia

10. “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 #SIMTech10 @jesskry • @epublishmedia

11. Without context, data is meaningless. #SIMTech10 @jesskry • @epublishmedia

12. Irrelevant 2,000 pageviews 70% returning visitors 80% direct trafﬁc #SIMTech10 @jesskry • @epublishmedia

13. Web Analytics Strategy University objectives Website goals Measurement #SIMTech10 @jesskry • @epublishmedia

14. Measurement Trends Segmentation Campaign tracking Analytics goals KPIs #SIMTech10 @jesskry • @epublishmedia

15. Trends & Segmentation http://www.ﬂickr.com/photos/eworm/177950064/ #SIMTech10 @jesskry • @epublishmedia

16. Analysis & Hypothesizing Non-campaign YOY/MOM patterns User behavior Who, what, where, how–but not why #SIMTech10 @jesskry • @epublishmedia

17. Who? #SIMTech10 @jesskry • @epublishmedia

18. What? #SIMTech10 @jesskry • @epublishmedia

19. Where? #SIMTech10 @jesskry • @epublishmedia

20. How? #SIMTech10 @jesskry • @epublishmedia

21. How? (cont.) #SIMTech10 @jesskry • @epublishmedia

22. Combinations for deeper meaning. #SIMTech10 @jesskry • @epublishmedia

23. Campaign Tracking & Analytics Goals http://www.ﬂickr.com/photos/lawrence_evil/588771342/ #SIMTech10 @jesskry • @epublishmedia

24. Finding Answers with Campaign Tracking #SIMTech10 @jesskry • @epublishmedia

25. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #1 Question Answer Optimize editorial What are the best Peak trafﬁc by calendar (publishing times to publish campaign and frequency). content? day/time. #SIMTech10 @jesskry • @epublishmedia

26. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #2 Question Answer Maximize use of Which content Peak trafﬁc by content delivery delivery methods campaign content channels. are most effective? source (twitter, facebook, newsletter). #SIMTech10 @jesskry • @epublishmedia

27. [campaign tracking] Objective: Improve content delivery methods Measure Website Goal #3 Question Answer Improve content/ What content is Peak trafﬁc by messaging efﬁcacy. most attractive to campaign (news, our users? events, shared links) and medium (social media, email). #SIMTech10 @jesskry • @epublishmedia

28. Finding Answers with Analytics Goals: #SIMTech10 @jesskry • @epublishmedia

29. [analytics goals] Objective: Increase engagement Measure Website Goal #1 Question Answer Encourage visitors What percentage of Analytics goal: to explore website. users view at least 3 depth of visit = pages per visit? 3 or more. #SIMTech10 @jesskry • @epublishmedia

30. [analytics goals] Objective: Increase engagement Measure Website Goal #2 Question Answer Engage visitors with What percentage Analytics goal: compelling content. of users remain time on page = on-page more 1 or more minutes. than 1 minute? #SIMTech10 @jesskry • @epublishmedia

31. [analytics goals] Objective: Increase engagement Measure Website Goal #3 Question Answer Elicit user feedback. What percentage of Analytics goal: users comment page view = on content? user comment (virtual) page. #SIMTech10 @jesskry • @epublishmedia

32. Reporting http://www.ﬂickr.com/photos/nataliejohnson/2195090407/ #SIMTech10 @jesskry • @epublishmedia

33. Audience VP/Director Knowledge base Timeliness Automate Share advanced segments #SIMTech10 @jesskry • @epublishmedia

34. Frequency Monthly trends Quarterly – Actionable Daily/Weekly – Campaign Based #SIMTech10 @jesskry • @epublishmedia

35. Content Site trafﬁc Social media growth Organic referrals & interactions Asset update Targeted email analytics (from ESP) Campaign update (summer, yield) Other site goals (form submission) #SIMTech10 @jesskry • @epublishmedia

36. Structure Short and sweet Bulleted Minimal charts/graphs Tie to goals #SIMTech10 @jesskry • @epublishmedia

37. Data is empty without action. #SIMTech10 @jesskry • @epublishmedia

38. Next Steps: Making It Work http://www.ﬂickr.com/photos/eﬁlpera/3920499357/ #SIMTech10 @jesskry • @epublishmedia

39. Recommendations Gain support for analytics through education (and shame) Understand what analytics can't tell you Measure performance over time based on objectives and website goals Start now and don't stop #SIMTech10 @jesskry • @epublishmedia

40. Questions? #SIMTech10 @jesskry • @epublishmedia

41. Thanks. #SIMTech10 @jesskry • @epublishmedia

42. Jessica Krywosa @jesskry http://www.krywosa.com Rick Allen @epublishmedia http://www.epublishmedia.com #SIMTech10 @jesskry • @epublishmedia

Web Analytics Strategy: Answering the Right Questions

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Web Analytics Strategy: Answering the Right Questions

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