Gabriel Goldberg (from Semetis) gave a presentation @Technofutur TIC on the interpretation of web analytics.

1. Hello! My name is Gabriel

2. I’m a desert geek

3. and a little geek tout court

4. Semetis
Team of 11 people
4 Solvay
3 Sciences-Po
2 ICHEC | 1 Ingé Civ | 1 Eco

5. Internet Switch

6. From Few Data ...

7. To Big Data

8. New jobs

9. 1869 - Charles Minard
Data Visualization &
Interpretation

10. Data Visualization &
Interpretation

11. - Business
- Analytics
- Technical

12. The importance of data-driven marketing
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13. What is web analytics?
“Web Analytics is the measurement, collection, analysis
and reporting of Internet data for the purposes of
understanding and optimizing web usage.”
Web Analytics Association
Tools for measuring the success (or not) of your web site
• Analyze the traffic to your website
• Analyze the user behaviour on your website
• Influence business decisions

14. 1 Discipline in tagging/labelling
Search Marketing
Banner Advertising
Email Marketing
Determine which
marketing initiatives are
driving the best traffic to
your site
Search Engine Optimization
Referrals
Affiliate Programs

15. 2 Discipline in analysis process
Optimisation
Traffic Sources Monitoring
Direct Optimisation Follow up
Referrals Analysis
Emailing Decisions
Banners Budget Definition
Search Budget Re-allocation
Data collection
Goals
Leads
Sales
Top of mind…
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16. 3 What can you get from WA ?
1. Measure and value your traffic sources
2. Improve your website
3. Impact your business
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17. What can you get from WA ?
1. Measure and value your traffic sources
2. Improve your website
3. Impact your business
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18. 1.1. Budget allocation
Google
AdWords
Google
…
Display
Affiliates
Ad Ad Link
Display
campaigns
Social
Truvo
Return On Media
Ad Spend Facebook
• Enable monetary goals (e-commerce) OR Allocate value to non-monetary goals
Revenue derived from ads from source of traffic A
• Caluculate your R.O.A.S =
Cost of ads from source of traffic A
• Compare R.O.A.S for similar sources of traffic: for example different display networks
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19. 1.2. Value non-monetary objectives
For non-e-commerce goals,
• Google Analytics uses an assigned goal value to calculate
ROI, Average Score, and other metrics.
• Evaluate how often the visitors who reach the goal become
customers.
Example
• Your sales team can close 10% of people who request to be
contacted
• Your average transaction is € 500
• Assign € 50 (i.e. 10% of € 500) to your "Contact Me" goal.
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20. 1.3. R.O.I on eCom/non-eCom goals
confidential
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21. 1.4. Know your visitors… adapt your message !
Country ?
Language?
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22. 1.4. Know your visitors… adapt your message !
Frequency ?
Site A:
Site B:
Content and acquisition message
should change more often 22

23. beta
1.5. Intelligence & Custom Alerts
Create custom alert:
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24. What can you get from WA ?
1. Measure and value your traffic sources
2. Improve your website
3. Impact your business
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25. 2.1. The role of the homepage
What is the percentage of visitors
seeing your homepage ?
Are there important sections missing
on the other pages ?
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26. 2.1. The role of the homepage
1. Create advanced segments to isolate visitors who have not visited the homepage
2. Identify important information present on your homepage (e.g. Promo, special offers, …)
3. Add this info to important pages to increase visibility of promo, special offers…
4. Increase your ROI !
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27. Defining KPI’s
1. Performance Metrics
1. Clicks – Total Events Click
>> Event tracking when a visitor clicks on a banner
2. Impressions – Total Events Impression
>> Event tracking when a banner loads
3. CTR – Total Events Click / Total Events Impr.
>> Total clicks on banners / Total impressions received
4. Reach – Unique Pageviews / Total Visits
>> Totals visits that saw the banner’s page / total visits

28. Event Tracking
The Event Tracking data model has the following components which map directly
to elements in the Analytics Reports interface:
• categories
• actions
• labels
• values
• optional: interaction
Event Tracking Code :
<a href="#" onClick="_gaq.push(['_trackEvent', ‘Banners', ‘Clicks', ‘Homepage1']);">Click Here</a>

29. 2.2. Identify the top sections/path
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30. 2.2. Identify the top sections/path
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31. 2.3. Understand the funnel of conversion
1. Identify critical steps
2. Where do people leave?
3. Where do they go?
 Change button position/ color/text,
 Change structure of the page,
 Add/remove information,
 Ask for email before the most
critical steps to be able to re-contact
visitors,
…
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32. 2.4. Improve technical features
• Adjust your website layout to the most popular screen resolutions to optimize visibility
confidential
• Assess your visitors’ browser capabilities (e.g. java support)
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33. 2.4. Improve technical features
• Identify major issues with specific browsers & versions
confidential
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34. What can you get from WA ?
1. Measure and value your traffic sources
2. Improve your website
3. Impact your business
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35. 3.1. Seasonality per product/category
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Category1
Category2
Category3
Category4
Highest importance
High importance
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36. 3.2. Geo-analysis and decisions
Total Goal
Visits Conversion rate
Completions
Ville
Paris 2,01%
Nantes 2,14%
Lille 3,25%
confidential
Toulouse 3,27%
Lyon 1,65%
Rennes 2,11%
Montpellier 3,59%
Caen 1,13%
Marseille 3,26%
Bordeaux 2,31%
Top 10 cities 2,23%
Total France 2,63%
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37. 3.3. Leverage internal search
• How many visitors use the site search ?
confidential
• What are visitors looking for ?
• Do they find what they want ?
Develop your product offer
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38. The importance of web analytics
Data collection
Traffic to your website
Improve your website
Improve your traffic acquisition
+ Business Decision
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39. RECAP
1. Sources de trafic
• Evaluation du trafic organique/naturel
• Evaluation des sites réferrents
• Evaluation des réseaux sociaux
• Evaluation des performances d’emailing
• Marque vs Générique
• Analyse provenant des campagnes Display
• Mesure de l’impact d’une campagne radio ou TV
• Loyauté des visiteurs et fréquence de visite
2. …
• Comportement sur le site web
• Importance de la homepage
• Analyse des top sections
• Analyse avancé du comportement dans le funnel
• Analyse des conversions et “soft-conversions”
• Pages d’erreur et compatibilité des navigateurs
•…
3. Business Intelligence
• Saisonalité des visites, recherches internes et conversions
• Prévision et plannification des plannings et budgets média
• Analyse des opportunités géographiques
•…
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40. Any questions ?
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