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- 2. BUMPER
- 3. • Able to connect and browse the internet via: • PC, laptop, smart phone & tablet • Spoken and written command of English language • Basic Mathematics i.e. percentages, ratios • Basic Finance i.e. cost, revenue, profit, RoI, etc. Prior Knowledge
- 4. Good to have general awareness of: • Online websites & Ecommerce • JavaScript & basic scripting language Prior Knowledge
- 5. Introduction to Web Analytics INDEX Strategy & Implementation Measurement Model & KPIs Data Coverage & Capture Data Accuracy
- 6. Data Integration INDEX Reporting & Analysis Interpretation of Reports / Analysis Challenges & Opportunities
- 7. Topic 1 INTRODUCTION TO WEB ANALYTICS
- 8. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 10. Where do your visitors come from? Why are they visiting your website? What did they do on your website? Why are they leaving? What did they think of your product or site? Would they come back again? Did they browse or purchase?
- 11. To measure actions to understand business performance
- 12. But when do these interactions happen?
- 13. … before they reach your website PRE-SITE
- 14. … on your website ON SITE
- 15. … after they leave your website POST SITE
- 16. So when do these interactions happen? PRE-SITE ON SITE POST SITE
- 17. - Did we attract the right visitors? - What were they interested in? - Would they return again? Questions to Consider
- 19. PRE-SITE Search Engine Based Tracking of Visitors
- 20. ON SITE Server Logs or Analytics Tools
- 21. POST SITE Analytics Tools, Cookie Tracking, Email Communication etc.
- 22. Why stitch all this information together?
- 23. By measuring the health of your online business, you gain insights for improvement!
- 24. Web Analytics is the science and art of data collection, analysis and interpretation into insights for achieving online business goals
- 25. How did people learn about or reach your site?
- 28. Essential building blocks of a business strategy – online or offline!
- 29. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 30. OFFLINE ONLINE Ongoing marketing spends based on aggregate level information Marketing spends tracked on hourly basis & changed according to trends
- 31. OFFLINE ONLINE Low visibility on progress Instant understanding Of audience reach and interest
- 32. OFFLINE ONLINE Success determined by peer review and perceptions Quantitative ROI of campaigns known
- 34. - Measures fast, in real-time - Allows experimentation - Identify true ROI If we were in the online space …
- 35. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 36. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE
- 37. Think about it! Are you able to name one Business Metric or Indicator relevant to each function?
- 38. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE Satisfaction Revenue & Brand Online Data Website ROI Order Fallout Budgeting Inventory
- 39. Insights from Web Analytics will be relevant across all business functions!
- 40. RECAP Analyzes website data of users Uses different analytic tools Benefits businesses
- 41. Thank You
- 44. Why Invest in Web Analytics? Choosing an Analytics Tool Trade Offs TOPIC 2:
- 45. Who are your internal customers?
- 46. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE
- 48. How Web Analytics helps Online Marketing Demographics Psychographics
- 49. How Web Analytics helps Sales Conversion Rate Cost of Acquisition
- 50. How Web Analytics helps Customer Support Repeat Customers Referrals
- 51. Sales Customer Support Online Marketing Useful to all business levels – from line managers to investors!
- 52. Set Up / Ongoing Costs are low Data Driven Approach to decisions So Why Invest? Immediate, positive returns on investment Understand your site monetization
- 54. Can give information to companies about the the value of their online businesses & how they compare with the competition
- 55. E Commerce Non E Commerce
- 56. Category E Commerce Website Non E Commerce Website Content Product Description Content related to author’s interest Objective Selling the Product Provides information to visitors
- 57. What would you want to measure on a Non E Commerce website?
- 58. What do you want to know? Sample Indicator # of visits / visitors Search Terms Recency / Frequency Where do they find your site? How many people visit your site? Intent of Visits How often do they return?
- 59. How engaged are they? Comments Interest Category Bounce Rate Returns / Shares / Likes When do they find my site? Pages most viewed Is my website relevant? Do they like what they read? Date & Time
- 60. All of these could be measured using a simple tool like Google Analytics
- 61. Why Invest in Web Analytics? Choosing an Analytics Tool Trade Offs TOPIC 2:
- 62. Predominantly free-to-use tools Basic analysis and reporting Low to No cost Tools to start with!
- 63. Google Analytics (known as GA), is the leader in this space! Primarily free, it has sizable market share – 51% in Fortune 500 and 55% of Top 10,000 websites
- 64. Subscription Tools Covers larger sets of data Tracks data comprehensively More flexibility in Configuration, Analysis and Reporting 24/7 Support
- 65. Why Invest in Web Analytics? Choosing an Analytics Tool Wins & Trade Offs TOPIC 2:
- 66. Data collected near real time Reports are based on standard templates Easy to set up and configure Advantages
- 67. Free, even professional editionsCovers 80% requirements, including business actionablesIntegrates into 3rd party business apps Advantages
- 68. Accuracy levels are lower at high trafficSample reports provide trends, not complete analysis Disadvantages
- 69. Tools differ in Functionality & Features - choose wisely!
- 70. RECAP Why one should invest in Web Analytics What tools should you choose based on needs Trade offs to consider
- 71. Thank You
- 74. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3:
- 75. So how does data collection work?
- 76. STEP 1
- 77. STEP 2
- 78. STEP 3
- 80. STEP 5
- 81. STEP 6
- 82. STEP 7
- 83. Analytics Tool
- 84. No programming background required Basic technical knowledge sufficient!
- 85. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3:
- 86. How does Google Analytics do it? Enables standard Tracking Scripts on your website
- 87. What does it do? Allows your web site to send basic traffic data to Google Analytics Servers on a regular basis Enables standard Tracking Scripts on your website How does Google Analytics do it?
- 88. How does it work? It drops a cookie onto the visitor’s device once they reach your website Enables standard Tracking Scripts on your website How does Google Analytics do it?
- 90. So lets get started.
- 91. Create a non- commerce website for yourself – use WordPress or Blogger to create a blog site about anything at all! STEP 1
- 92. Sign up for a free Web Analytics account with any one free tool STEP 2
- 93. Link your web property to this Web Analytics account STEP 3
- 94. … and start seeing the magic! STEP 4
- 95. Easy to understand by actual hands-on learning Start putting to use skills learnt right away!
- 96. How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting TOPIC 3:
- 97. DIMENSION METRICS Understanding Dimensions & Metrics
- 98. Dimensions Metrics Describe Data Measure Data It defines the characteristic of the data by giving it a label and different values can be ascribed to this label They are numerical values that quantify or describe a dimension, and are individual elements of a dimension.
- 99. DIMENSION METRICS Understanding Dimensions & Metrics
- 100. Watch out! Not All Metrics Map to a Dimension
- 101. RECAP How Analytics Tools Work Getting Started with a Tool Understanding Data Reporting
- 102. Thank You
- 104. Topic 1 INTRODUCTION TO WEB ANALYTICS
- 106. Interpreting Reports Moving from Data to Insight Mindset of a Web Analyst TOPIC 4:
- 107. DIMENSION METRICS Understanding Dimensions & Metrics
- 108. How do we interpret these trends?
- 109. How do we interpret this? Logical Context Business Context Understand which dimensions and metrics combined indicate a trend Is the interpretation appropriate to the business context?
- 111. Both contexts are relevant for complete interpretation!
- 112. Bounce rate Pages per visit Time spent Conversions Returning visitors PERFORMANCE METRICS
- 113. Bounce Rate is 45% - does that always mean poor website engagement? Consider these questions … Should we use Bounce Rate only or a combination of indicators? Seasonality or better marketing campaigns?
- 114. Interpreting Data Moving from Data to Insight Mindset of a Web Analyst TOPIC 4:
- 115. Categorising Data Ecommerce Visits Cost Per Visit Conversion Rate # of Transactions Cost / Transaction Transaction Value CRM data Age Gender Location First / Returning Payment Type Traffic Organic Referral Ad Campaign Landing Page Bounce rate
- 117. We are not using Data Reporting as the outcome of Web Analytics, although it is part of Analytics. While reports are vital, the business insights generated are more valuable These insights are actionable across all levels of business The ability to synthesize business insights from Analytics Reports – defines the true capability of Web Analysts Do you agree?
- 118. Interpreting Data Moving from Data to Insight Mindset of a Web Analyst TOPIC 4:
- 119. Who is a Web Analyst? Perception Need programming background Work in the trenches – pour into server logs, session data, API integration, etc. Reality Useful, but no programming skills needed Useful to know where your data flows in from, but not really part of the job
- 120. Who is a Web Analyst? Perception Generate reports using analytics & MS Office tools daily, circulate to relevant staff More tool / analysis skills than employer business / industry knowledge required Reality While reporting is important, making sure they are actionable is vital Knowing your employer’s business and the industry is critical
- 121. Who is a Web Analyst? MEASURE REPORT ANALYSEOPTIMIZE
- 122. RECAP How to interpreting data How insights from reports help improve site monetization Role of a Web Analysts
- 123. Thank You
Notes de l'éditeur
- Opening Audio Intro to be recorded “Hi, this is Hari and welcome to Jigsaw Academy’s analytics training session. In this course, we’ll be introducing Web Analytics – a quick primer for online businesses. This program is particularly relevant for folks involved in Marketing, Sales, Customer Management and Strategy in the e-Commerce industry. The objective of the program is to provide you tools & methodologies that help quantify your business, tie this to various qualitative aspects and gain insights for short-term tactics and long-term strategy. After this program we hope that every decision you make, strategic or tactical, is driven by data & analysis – not just by intuition & perception. We hope you enjoy it. If you have any questions, do email us at info@jigsawacademy.com. Best of luck!”
- For this course, it is expected that students already have a working knowledge of: **Connecting personal Computers, Laptops, Smart Phones & Tablets to the internet and browsing websites online **Spoken & Written command of English language **Basic Mathematics – concepts like Percentages, Ratios **Basic Finance – concepts like Cost, Revenue, Profit, RoI, etc.
- It would be good to have a general awareness of: - Online Websites & Ecommerce - JavaScript & Basic Scripting language
- Opening Audio for Master Index to be recorded “This course will cover the following topics in detail: An introduction to web analytics, strategy and implementation, measurement model & KPIs, data coverage & capture, Data accuracy,
- Continued: Data integration; Reporting and analysis; Interpretation of reports and analysis; Challenges and opportunities.
- Opening Audio for Session & its Subtopics to be recorded Under this topic, we will be understanding what web analytics is, why it is useful and what its business uses are.
- So let’s start off with an attempt to define what web analytics is. Every online business exists to maximize business outcome – by attracting visitors to its site, engaging each Visitor’s intent with information and helping them make decisions favorable to the business. Analyzing these processes at a detailed level helps businesses improve their operations and make them more efficient. In many cases, this could mean the difference between success & failure – given the extreme competition among online companies. For example…these are some of the questions you would probably want to ask folks visiting your website…. Where do they come from? Why are they visiting? What did they do on your website – did they browse / purchase? Why are they leaving – did they shop? What do they think of your product / site? Now, why would you want to do this? Probably because these are absolutely critical questions for any business to ask – online or offline. The answers to these questions determine how well the business is performing and whether the business goals are being met.
- So essentially – to measure actions is to understand business performance
- But when do we know these interactions are happening? For that, its important to structure the context for an online visitor. Lets break it down in the next couple of slides.
- It all starts outside of the actual website in question, right? There are a set of interactions that happen outside the website, that result in bringing the visitor to your website – for example, clicking on your business ad, or a banner or a search result. This kind of interaction is called the pre-site visit.
- On landing at my website, they may read up multiple pages or submit a form or if all goes well, actually make a purchase. These are visitor actions that happen in my domain – that is under my oversight. These are On Site interactions.
- Once the visitor exits or leaves the site, they could take actions relevant to your business … like sending you an email, or sharing a review in other forums, etc. This could be partially on-site or completely outside of your website. This last type of interaction is called a Post Site Visit.
- To summarize – you can interact with your visitors at 3 different stages – the pre-site, the on-site and the post-site visits.
- So from this information, you would be able to ask relevant questions like … were they the right kind of visitors that you wanted? If you were selling motorcycle spare parts, and you had a primarily above 60 years and female visitor profile … you know there’s something very wrong! Or what interested them on your site? Were they going straightaway to a particular page – possibly a certain product, or the contact us page? And possibly the most important question of all – are they going to come back?
- Sophisticated data collection & analysis tools help you understand these interactions, without meeting or talking to any of these visitors in person. That’s the power of web analytics!
- One common technique is Search Engine based tracking of visitors in the Pre Visit or pre site segment. It basically refers to the tracking of relevant or key words entered in a search engine such as Google, Yahoo, Bing, or any others.
- For onsite interactions, Server Logs and many free and paid for analytics tools are available, which we will look at in the next topic.
- And lastly, post site data collection is done using analytics tools, cookie based follow, email communication based on customer information provided during the visit, etc.
- So by tying together all of this information from Pre-Visit, On Site and Post Visit together – you can now get a comprehensive understanding of the visitors to your site - their interests, actions and business outcomes. For example what percentage of visitors came to your site via an Ad campaign, how many stayed on and made a purchase and subsequently how many are likely to be retained as customers in the future. This helps you evaluate whether the Ad Campaign Budget was well spent.
- So by understanding where the gaps in your online business are, you understand where you can improve it, and then target increasing your revenues, or the number of visitors or whatever your website motive is.
- This science and art of data collection, analysis and interpretation into insights for achieving online business goals is known as Web Analytics. Now let’s look at some of the possible insights we could gain from web analytics.
- What are the most popular avenues for people to learn about and reach your website? Were they googling it? Did they like it on Facebook? Were they clicking on a particularly well-placed banner ad?
- What was the intent of these visitors? Did they come to your website to know more about your product or company – was it Awareness? Did they visit your site for a price check – i.e. to compare with competing products? Or did they actually intend to buy – was the intended action to purchase? Was your website able to meet all of these different visitor intents to their satisfaction – keep in mind, that all of the above are important – not just the purchase outcome?
- Another critical insight is Who your customers are. Can you define them by age, gender, location, profession, so that you can reach out to similar prospects? Were these customers satisfied with the experience on your website?
- Answers to these questions are the building blocks of any modern business – offline or online. As a profession, Web Analytics helps online businesses answer these questions, in an objective and reliable manner.
- Now lets try and understand what makes web analytics so relevant today. The best way to do this is to understand what the difference between offline and online marketing is.
- A couple of fundamental differences are: That Offline marketing relies on collected information on which they base their marketing spends whereas online marketing is extremely dynamic. You can change it according to trends and as per the demand.
- Online marketing offers visibility into real-time data that is easily available in the online world at low costs. Whereas in the offline world, it’s difficult to ‘see’ how your campaign is going.
- You can also imagine the real time controls over targeting, messaging & campaign management that online marketing offers. You know immediately how your campaign has performed – and it’s not perception or peer based. It’s based on data – and it gives you exact numbers and facts.
- Here is a simple example of how it plays out in the real world…Lets suppose that I run a regular store selling Televisions - I would now want to create awareness about my store, its location and the different brands & their prices that are available for sale. So I print brochures for distribution – say about 5000 in total – and start giving them away at about 100 a day. Now after two days I realize that After Sales Service is perceived more important than price and this was not emphasized in my brochure. Because of this change to my messaging, I need to junk my existing set of brochures and recreate new ones – adding to my costs.
- In the online world, if I had an ad campaign going for my Television store website, all I would need to do is edit my Ad on day 2 and continue my spend as before – my additional expenses are marginal compared to the offline situation. This ability to monitor and calibrate campaigns is made possible by web analytics tools & methods – which make them extremely important in online marketing optimization.
- Now let’s move onto the uses of web analytics in business. Although you may have gleaned a bit from the previous example we used, let’s look at it in a little more detail.
- Apart from Marketing, many other business functions depend on regular analytics reports for decision making…these could be: Sales Teams, along with Marketing functions IT & Website Operations CXO level Managers Finance teams Purchasing Managers Operations and Warehouse Teams Offline stores that belong to your company Customer Support Teams Can you think why many of these regular business functions would need to receive daily analytics reports for performing better?
- So let’s take another shot at the executives who would be interested in Metrics from Analytics Reports Sales & Marketing would want to know how their Brand is holding up and whether they are on plan to reach their sales numbers The Head of IT would be keenly following Uptime & Page load time data for the website – necessary to keep the store up and running smoothly Senior Management would want purchase trends across various Channels or Campaigns Finance would want to know the ROI on each campaign for planning and shifting budgets. The Purchasing team would want to know which products are selling faster – this helps them plan their inventory or re-stocking levels Operations would track customer complaints on non-delivery of products or services - and use this data to measure their performance. Offline Stores would be interested in online data of customers living in the same local region – this helps them estimate customer demand or preferences with this additional perspective Customer Support can track their performance in a transparent fashion – how soon are they responding to customer issues from the time of occurrence, and other such details.
- The interesting thing is that analytics data, even from a free tool like Google Analytics (which is low investment) would be sufficiently interesting for all of these functions – even to a Fortune 500 business organization.
- Closing Audio to be recorded Under this topic we have discussed in detail about How & why Web Analytics is useful How it is relatively better than tools available in the traditional business world And we have looked at Business Functions that cannot do without it and the various insights they derive from Analytics data. That’s it for this topic. For any queries, do email us at info@jigsawacademy.com Thanks!
- Opening Audio for Session & its Subtopics to be recorded Under this topic, we will be covering why one needs to invest in web analytics, how to choose a relevant analytics tool and some tradeoffs to consider.
- Firstly, who exactly are your most important internal customers?
- In the earlier session we saw many business functions that would depend on metrics and Indicators derived from Web Analytics Reports.
- In continuation with that, lets talk about some Analytics driven Business Indicators that are absolutely important for Online Marketing, Sales and Customer Support functions. Given the fact that Web Analytics involves collecting Visitor and Customer data directly and also at a very granular level, these three functions stand to gain the most from Web Analytics implementation.
- For example, Demographics and Psychographics are two important Marketing related indicators of Customers. Demographic attributes include Age, Gender and Location. Whereas Psychographics covers behavioral & lifestyle attributes like profession, hobbies, interests, etc. It’s possible to target prospects at these levels and gather this type of data about customers using highly sophisticated tracking and analytics tools.
- For Sales, the ability to convert Visitors into Customers i.e. Conversion Rate and the Costs of Acquiring a customer via multiple channels or the Acquisition Costs are important Indicators. This can determine the success or failure of any Sales organization. Although these are calculated metrics, they are reported on a near real-time basis by even free Web Analytics tools like Google Analytics.
- Customer Support Indicators like Repeat Customers and Referrals are indicators of long-term profitability and brand value of the business – not just Customer Satisfaction.
- So while in the earlier session we discovered useful web metrics by business function, we now see how important these metrics are across all levels of the organization – Line Managers, Staff Specialists, CXO level and even Investors. Web Analytics helps these users make decisions – tactical and strategic – in a data-driven fashion, making the business smart & efficient.
- Now, here is a business case for all online businesses to consider – why should I invest in a Web Analytics set-up? We have already seen the benefits of even rudimentary web data and analytics systems in the introductory session – the benefits are immediately actionable and cuts across all business functions. You’ll also realize that a lot of these reasons hold true and are applicable to businesses of all sizes – whether Fortune 500 companies or Start-Ups.
- So what does it take to set up a basic Web Analytics system – in terms of effort, Costs and ongoing maintenance? Turns out, not that much. Apart from your website with a back-end system, the only other requirement is to hook your application to a Web Analytics platform like Google Analytics – that have their own data servers & applications in the cloud. This takes less than an hour of set up and by the end of day 1, you’re ready with reports and business insights. Soon your business decisions can be driven by data and the results measured almost immediately – helping management calibrate their decisions better.
- The bottom-line is that even a basic Web Analytics set-up tells companies the monetary value of their online businesses and how well they compare with the rest of the industry – including immediate competitors – in terms of Brand, Customer Retention and Quality.
- Now let’s try and set the context for effective use of Web Analytics. Typically there are two kinds of websites – Websites that sell physical products & services – these sites typically have a shopping cart – we call them Ecommerce websites The other are Content Driven sites that provide information. For example – News or Information sites, we call these non-Ecommerce websites.
- Both these kinds of websites have a clear objective, and host content that is relevant to achieve those objectives. We have already seen earlier that Web Analytics is absolutely important for business focused websites. But can we agree that Web Analytics would be useful for the non-ecommerce category of website as well? Think a little bit about this.
- Let us review the Non-Ecommerce category here. Here are some of the metrics that you should be interested in, if you were managing an information website.
- Is your daily visitor count increasing? Are your visitor sources spread across the web? What is the motive behind their visits? What is the percentage who return after the first visit?
- What kind of pages interest them? Do they like what they are reading up on? How engaged are these visitors – do they spend more time on specific pages, do they leave comments, etc.? The above list is of immense value and if you are able to measure it, it will provide information and identify gaps for the next 3 months that you need to work on. What we can now agree on is that simple Web Analytics implementation would provide insights for improving site performance – be it small or large businesses, commercial or content driven sites.
- So as a practitioner you can get hands-on with these tools, by just setting up a 4-5 page website, promoting its content and then measuring its performance. The learning you gain from this would be applicable to a business environment as well. The first step is to get hands-on with an online analytics tool. This can be a simple & free tool like Google analytics.
- Let us now take a brief look at different analytics tools.
- Choosing a tool to learn analytics is easy – there are couple of basic check boxes here. Firstly, look out for Cost – it could be Free, Subscription or One Time Next, Functionality - Comprehensive Data, Reporting & Integration There is a wide choice of free tools available – from established players to open source developers. All of them can provide enough information to keep business functions busy for the first 6 months – even with the basic set-up. These tools are a great way to get hands-on with data and start analysis – at a low cost and a zero learning curve. These are some of the tools that are available for use.
- Google Analytics is one tool popular across the spectrum – its free, versatile, easy to set-up and easy to use. This is a good tool to go with, for beginners and self-learners.
- If you are working with larger companies that already have basic analytics in place and need to scale your analytics processes for better coverage, accuracy and support – licensed versions of enterprise class analytics tools are also available. These offer : additional coverage of data i.e. Dimension and Metrics in their reporting Comprehensive data capture by limiting data loss Reports are customizable, allows use of calculated metrics, it also integrates into other IT / Engineering systems And Vendor support There are established vendors in this space who provide license web analytics software – including IBM, Adobe and Google. The choice between a free version and paid for version comes down to how mature analytics is as a process within your company, apart from budgeting and other constraints.
- Finally, we’ll take a look at the trade-offs when using Analytics tools.
- The advantages of using analytics tools are fairly obvious. As with many automated tools, data collection and reporting is near real-time. Reports are much closer to business needs as opposed to server logs – Server logs need to be cleaned not only for data but also re-labeled for meaningful reporting. It is fairly easy to configure and set up an analytics tool – it could be within a day. It does requires some IT involvement, but not significantly.
- Most of these tools are available for free and meet more than 80% of the business needs, for the first 6 -12 months. All these free versions also integrate into back-end databases, CRM tools and Business Intelligence tools easily, making them very useful.
- Of course, there are some pressure points as well. Some of the disadvantages include: Loss of accuracy especially at higher volumes due to data loss, capture techniques, etc. Sometimes Reporting is done using sampled data and is good for trend-spotting rather than granular level analysis. However these are not serious issues, especially for businesses that are accustomed to data related complaints. Our ability to understand the context and interpretation would compensate greatly for the loss of accuracy and help business managers take better decisions.
- Remember to choose your analytics tool wisely, taking into account what you wish to gain from it.
- Closing Audio to be recorded Under this topic we have discussed in detail about: Why investing in web analytics is useful; What tools to use based on one’s personal and/or business needs; And some tradeoffs to be considered when using web analytics tools. We have now come to the end of this topic. For any queries, do email us at info@jigsawacademy.com Thanks!
- Opening Audio for Session & its Subtopics to be recorded “Under this topic, we will be understanding how analytics tools work, we will get started using one, and also look at what data reporting is.
- So how does data collection work?
- Let’s start the process right at home by using the Jigsaw Academy website. Lets quickly review a typical data capture sequence for a visitor reaching the website. Step 1: They search for the company name – Jigsaw Academy – in a search engine. If the website is fairly popular – hopefully ours is! - it would show up in the organic search results.
- Step 2: The visitor now clicks on the link to reach the company website.
- Step 3: An interesting thing happens here. Since the website has already implemented Google Analytics as its Web Analytics tool, a tracking script is already in place, on every page of the website. So regardless of which page of the site the visitor enters from, the visit is noticed and a tracking cookie is placed on the Visitor’s device. Clearly not that kind of cookie, but I’m sure you know that!
- Step 4: This cookie would now be a unique identifier of this visitor – and would identify this person as a returning visitor when he / she visits a week later – regardless of the source they use to return from. For example, even if they had bookmarked the website URL and return later, He or She would be identified as a returning visitor.
- Step 5: Apart from the cookie part, the tracking script also monitors all the visitor actions on the website – including pages visited, time on each page, navigation, exit pages, form fills, etc.
- Step 6: All of this is captured and sent to Data Servers hosted by Google where they are stored for Reporting and Analysis.
- Step 7: The Analytics module is available over the web and you can also access reports all of the visitor and website related data in pre-defined templates.
- So as you can see, a lot of the actual number crunching is done by your analytics tool. The knowledge and skills required to get this entire set-up going is pretty basic – from a technology and programming perspective.
- Because of the ease of use, and since only limited tech know-how is required, even a beginner should be able to get this done, with the help of some product documentation.
- Now let’s move on to actually using a web analytics tool – in this case, we’re going to use Google although the basic application is pretty similar – whichever you choose.
- Using Google Analytics as the reference tool, it’s important to emphasize that the most important part is the JavaScript snippet that is placed on all pages of the website. This code is already written in standard form and does not require any programming skills to implement. So don’t panic!
- This snippet allows sharing of data from the live website to Analytics servers that store and process the data for reporting. It also manages Visitor information on an ongoing basis to tract visits by Visitor type, Location, etc.
- It does all this by using cookies, which are dropped onto the visitor’s device whenever they access your website.
- To read more specifically about how google analytics works, go to www.google.com/analytics
- Now let’s move onto getting started with an analytics tool.
- Step 1 - Create a simple website with 5 pages using a standard tool like Blogger or WordPress.
- Step 2 - Sign up for an Analytics Account with a tool vendor – if you are using Google Analytics you can go to analytics.google.com
- Step 3 - Follow the instructions for linking your website to the Analytics account. Next get the tracking code in place and complete the verification process.
- Step 4 – And that’s it. You are now set up for analytics, using some of the most sophisticated tools and technologies available for the internet. Its really that simple!
- We’re getting you to create a dummy website or a blog and use Analytics right away so that you may learn through practice and immediately start putting to use whatever you know about analytics.
- Now let’s move on to understanding a bit about data reporting. It’s exactly what it says – it defines what we need to look out for, and helps us understand the data.
- The data that is captured by the tracking script is classified into two categories….Dimensions and Metrics. Web Analytics typically uses dimensions and metrics to report data. It is important to understand this now, so we know how the reporting templates are done – whether pre-defined or custom templates. As you can see in the image, Dimensions - in this report – are Visitor Sources or the medium – like Google, Facebook, Yahoo, etc. Metrics - in this report – are Visits, Pages per Visit, percentage Bounce Rate, etc.
- Remember, Dimensions describe data, whereas metrics measure data. Dimensions are Labels we would assign to data, defining the characteristic of the data. Some examples of dimensions are Source of Visitors, Visitor Type, Visitor Location, etc. They’re possibly more qualitative in nature. Whereas metrics are more measure-based. For example # of Visits or # of Pages Viewed.
- So in this report that we just saw, the traffic data or Metrics by the Medium of Visit i.e. the dimension is provided. Keep in mind, all Reports would necessarily involve Dimensions and Metrics.
- Lastly before closing this topic, it’s important to understand that all Metrics will not map to a Dimension – this is especially critical to keep in mind when creating custom Report Templates, which we’ll see later.
- Closing Audio to be recorded Under this topic we have discussed in detail about How analytics tools work? We got started using such a tool And we understood a little bit about data reporting. That’s it for now. For any queries, do email us at info@jigsawacademy.com. Thanks!
- Opening Audio for Session & its Subtopics to be recorded Under this topic we will attempt to define the role of a web analyst, as well as understand how we interpret data to gain insights, and how stitching together these insights helps improves a business.
- At the end of session 3, we had touched upon what a Report would look like and how we logically line up Metrics against Dimensions for meaningful Reporting.
- Once the Reports are lined up as above, the next step is to interpret what the trends signify.
- Here the data needs to be seen in both a logical and business context for complete interpretation, or else there is a chance that we will make decisions based on wrong trends.
- Let’s take this situation for example…Comparing based on same timelines will be appropriate for Like – this is interpretation based on logical context. Whereas comparing over previous timeline could introduce seasonal variation and without business understanding an analyst cannot definitively say whether a campaign performed better than the prior one, this is the business context interpretation.
- In many situations, awareness of both the contexts is a must for complete interpretation. This is an important skill an analyst must bring to the job.
- Similarly, do you look at a stand-alone metric to decide on a performance indicator?
- Let’s consider this scenario. It is possible that even when Bounce rates are high, typically businesses could run profitably and 45% could be an industry standard. So along with Bounce Rate, the analyst must also consider pages per Visit, Micro Conversions, Time on Site, Ecommerce Conversions and the percentage of Returning Visitors to confidently state whether the website is engaging its visitors efficiently or not.
- Let us now move on from data to insights.
- Apart from interpretation, it’s also important to differentiate data by categories. For example, we need to understand what Type of Campaigns work best for what Visitor Type, by quantifying their ROIs. This is a very important need, left unfulfilled even today, in more than 50% of businesses. Actually it is a fairly simple analysis, that requires stitching together categorized data as shown on this screen. As soon as the co-relation of Ecommerce and CRM Data is made to Traffic & Engagement data, we will have these critical insights in place. This helps improve website monetization by a long way.
- As soon as the co-relation of Ecommerce and CRM Data is made to Traffic & Engagement data, we will have these critical insights in place. This helps improve website monetization by a long way.
- Some quick points to think about. We are consciously moving away from the earlier position of collecting and categorizing date to actually synthesizing them for business benefits. This in essence is the true value of web analytics as a profession.
- So how does the mind of a web analyst work?
- In defining the web analysts role, its best to first clear out some myths.
- The mindset needs to be that of someone who is business-outcome-focused, in order for them to gain greater credibility with senior management and build successful business outcomes for their employers.
- So in short, someone who has the ability to interpret data in a logical & business context. And also provide business insights to guide decisions across all levels, be it Operational, Managerial, Executive or Investor.
- Closing Audio to be recorded Under this topic we have discussed in detail how to interpret website data, gaining insights from these data and how the web analyst is useful to any business in order to provide useful insights to improve businesses. For any queries, do email us at info@jigsawacademy.com Thanks!