1. A systematic approach to
web analytics
Without sense there is non-sense
Ulrich Nägele
http://www.gradlinig.com
2. The Mission of a Web Analyst
• The web analyst ‚measures the world‘
• The analyst tries to generate proven
knowledge
• The analyst derives possible future actions
from the data
• The analyst makes sure that action is taken
3. Web Analytics in 5 Steps
1. Measure!
2. Understand!
3. Create a Vision!
4. Persuade!
5. Act!
4. Fundamental Theorem of web analytcs
• Web analytics is not an end in itself
• The purpose of web analytics is to find a
course of action
5. 1. Measure!
• Measure! Start now!
• Get a web analytics package. In most cases this is
a hosted solution that can be implemented in
hours or a few days
• Choose a web analytics package with good
support
• Choose software that can grow as you grow
• In Europe: Think about privacy and compliance
• Your users should feel safe on your website, so
take care of their privacy
6. 2. Understand
• Understand your business!!!
• Understand every detail of the measurement
• Know where the errors occur
• Understand what your users do on your website
• Understand the needs of your users
• Understand the ‚problems‘ of your users
• Find the weak spots of your website
7. 3. Create a vision!
• What can you do better?
• Get rid of obvious bugs
• Solve the problems of your users
• Satisfy their needs
• Make a written plan
8. 4. Persuade!
• First persuade yourself
• Think critical
• Ask the How? What? Who?
• Persuade important people (prewire!)
• You plan should find acceptance
• Get a decision
10. Web Analytics
Measure
Act Understand
Persuade Vision
11. All 5 Steps are important
• Without measurement you are blindfoldet
Measure • w/o next Steps will be based on luck not
on knowledge
• Without good knowledge about your
Understand business and the people you will draw
wrong conclusions
Vision • There will be no change without vision
Persuade • Without persuasion you won‘t get the will
and the means to suceed
Act • If you don‘t take action. Web analytics is
useless.
12. How to go on?
• Read my blog
• gradlinig. - http://www.gradlinig.com
• Follow me on twitter
• @gradlinigcom
• Circele me on Google +
• https://plus.google.com/1097408951897
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