I recently gave a talk to Digital Analytics DC meetup group about analytics planning and implementation. The content covered critical components of web analytics strategy and ways to define and capture the right metrics on your website. Analytics should be integrated in every project and in every business to drive actionable insights and ROIs.

1. FUNDAMENTALS OF ANALYTICS
PLANNING & IMPLEMENTATION
EVELYN CHOU
@EVYFINDSTHEWAY

2. FUNDAMENTALS OF ANALYTICS
PLANNING & IMPLEMENTATION
EVELYN CHOU
@EVYFINDSTHEWAY

3. EVELYN CHOU | @EVYFINDSTHEWAY

4. “If you are unique, why should you crack open a
standard analytics tool with its standard reports and
metrics and get going?”
AVINASH KAUSHIK
EVELYN CHOU | @EVYFINDSTHEWAY

5. 1. FUNDAMENTALS
2. ANALYTICS PLANNING
3. IMPLEMENTATION

6. 1. FUNDAMENTALS

7. 1. FUNDAMENTALS

8. 1. FUNDAMENTALS
1st Party vs. 3rd Party Cookie
1ST PARTY
Cookies that belong to the
same domain that is shown in
the browser's address bar.
3RD PARTY
Cookies that belong to
domains different from the one
shown in the address bar.
EVELYN CHOU | @EVYFINDSTHEWAY

9. 1. FUNDAMENTALS
Traffic Filtering
Internal IP address, bot traffic, traffic to
any testing and staging environment.
EVELYN CHOU | @EVYFINDSTHEWAY

10. 2. ANALYTICS PLANNING
BY CATEGORY

11. 2. PLANNING BY CATEGORY
ECOMMERCE CONTENT HEAVY BLOG
EVELYN CHOU | @EVYFINDSTHEWAY

12. 2. PLANNING BY CATEGORY
ECOMMERCE
Product Name, Product ID, SKU ID,
Quantity, Order Value
EVELYN CHOU | @EVYFINDSTHEWAY

13. 2. PLANNING BY CATEGORY
CONTENT HEAVY
Site sections, unique/detailed page names
EVELYN CHOU | @EVYFINDSTHEWAY

14. BLOG
Social Interactions
2. PLANNING BY CATEGORY
EVELYN CHOU | @EVYFINDSTHEWAY

15. 3. IMPLEMENTATION
THE DEVELOPERS & QA TEAM: YOUR BEST FRIENDS

16. DEBUGGING TOOLS
EVELYN CHOU | @EVYFINDSTHEWAY
3. IMPLEMENTATION
HTTP FOX
OBSERVE POINT
CHARLES WEB DEBUGGING
FIREBUG
OMNIBUG

17. OPTIMIZE
EVELYN CHOU | @EVYFINDSTHEWAY
3. IMPLEMENTATION
YOU CAN’T IMPROVE WHAT YOU DON’T TRACK
GOALS &
OBJECTIVES
FUNDAMENTAL
REQUIREMENTS
ANALYTICS
PLANNING &
DESIGN
IMPLEMENT
REPORT &
ANALYZE

18. QUESTIONS?
EVELYN CHOU | @EVYFINDSTHEWAY

19. THANK YOU
EVELYN CHOU
@EVYFINDSTHEWAY
LINKEDIN.COM/EN/EVELYNCHOU
EVYFINDSTHEWAY.COM