�ݺ�ߣ

Web Analytics & Customer Analysis

By Jean-François (JF) Bélisle, MSc, PhD©
Jean-François Bélisle, 2012 ©

Who are you man?

Director – Consulting Services
@ K3 Media

B.Sc. Economics, Université de Montréal
M.Sc. Marketing, HEC Montréal
Award of Achievement, Web Analytics, University of British Columbia
Ph.D. Studies, Marketing & Computational Stats, McGill University
Executive training in Customer Analytics, University of Pennsylvania (Wharton)

10/2/2012 Jean-François Bélisle, 2012 © 2

For which companies have you worked man?


… and some clients of K3?


K3 Certifications

Pay-Per-Click
Programming Design Analytics
(SEM)

5 4 2 12


K3 Strategic Alliances


Game Plan

1. Analytics Quick Intro
2. Web Analytics: Getting Started
3. Data Gathering
4. Key Terms in Web Analytics
5. KPIs
6. Strategic Issues
7. Other Methods
8. Some Resources


Section 1 – Analytics Quick Intro


1.1 Analytics - What is it?

Analytics

The application of computer technology, operational research, and
statistics to solve problems in business and industry.


1.2 Analytics – in 1990

In 1990, what came to people’s mind when someone said
analytics?

Boring
Ugly
Geeky
Useless
Incomprehensible
Hard
Worthless


1.3 Analytics – in 2012

In 2012, what comes to people’s mind when someone says
analytics?

Cool
Sexy
Common
Useful
Understandable
Accessible
Gold


1.4 Analytics & « Moneyball »


1.5 Analytics & Data


1.6 Data = Analytics?

Companies have lots and lots of data…

The problem

how to make sense of these data?


1.7 Analytics - Managerially

You can’t manage what you
can’t measure!


1.8 Analytics – Managerially (2)

You can’t manage what you
don’t measure!


1.9 Analytics -> Managerial Insights?

Garbage In, Garbage Out


1.10 How Data Becomes Managerial Insights?

Objectives

Data

Analytics (e.g. KPIs)

Decision


Section 2 – Web Analytics: Getting Started


2.1 Big Names in Web analytics

International:
• Avinash Kaushik
• Bryan Eisenberg
• Jim Sterne
• Eric Peterson
• Jim Novo
• Alex Langshur

Quebec:
• Stéphane Hamel
• Jacques Warren


2.2 Web Analytics Tools Ranking


2.3 Google Analytics or IBM Coremetrics

Free vs. Pay (8K to 12K per yr, base)
Public (Google Server) vs. Private data (Own Server)
No service vs. Dedicated service
Basic Features vs. Advanced Features
Aggregated data vs. Individual data
No Integration vs. Multiple integrations


2.4 Google Analytics Premium or IBM Coremetrics

Or


Section 3 – Data Gathering


3.1 Cookies

Cookies: “A cookie is a piece of text that a Web server can store on a
user's hard disk. Cookies allow a website to store information on a
user's machine (computer, smartphone, console) and later
retrieve it. The pieces of information are stored as name-value
pairs.” (Marshall Brain, www.HowStuffworks.com)


3.2 Cookies & Google Analytics

Google Analytics ->"page tag“ = Google Analytics Tracking Code
(GATC)

GATC: Snippet of JavaScript code that the user adds onto every page
of his or her website. This code collects visitor data and sends it to
a Google data collection server as part of a request for a web
beacon (Taken from wikipedia.org).

In addition to transmitting information to a Google server, the GATC
sets first party cookies on each visitor's computer.


3.3 Cookies & Google Analytics (2)

CTRL + U on Chrome or Firefox


3.4 Cookies’ Usefulness

Through cookies, a company can know:

 How many visitors came;

 How many new visitors vs. returning visitors;

 How many times a visitor has visited the website.


3.5 Problems with Cookies
3 major problems with cookies:

1. Many users may share a machine;

2. Cookies can be erased;

3. Many users connect to a website using different machines
(iPhone, Desktop Computer, Laptop).


Section 4 – Key Terms in Web Analytics


4.1 Basic Key Terms

Visit or session: When a user views a page or a series of web pages
viewed in sequence during a specified time.

Unique visitors: A user or group of users who have the same IP
address, which views a page or a consecutive series of web pages.
The same visitor may visit more than once the same website, but
it is always the same visitor.


4.2 Other Basic Key Terms

Page views: Refers to the number of times a Web page is displayed
in a web browser.

Returning visitors: Refers to one or more users who visit a website
for the second time or more, with the same IP address.


4.3 Keep On Going Man …


4.4 Last Batch of Key Terms

Home page: Page you defined as the “root” of your website.

Landing page: Page where users enter your website.

Conversion: When a user reaches a target set by the company (e.g.
the user buys your product, the user subscribes to your
newsletter)


Section 5 – Introduction to KPIs


5.1 KPIs – A definition
KPIs (Key Performance Indicators): Financial and nonfinancial
measures or parameters used to help an organization define and
measure their success in terms of progress towards achieving
their objectives.

How to proceed:
 Advocates the use of ratios, percentages and averages rather than
raw data.
 Advocates the use as a lever of tachometers, thermometers and
projections, rather than pie charts and bar graphs.
 Provides a temporal context and identifies the changes rather
than presenting data tables.
 Influence the decisions of a company.

5.2 KPIs vs. Raw Data

• 100 people have purchased products on your website last month.

• So what? In which context?

• 100 people on 10 000 visitors -> Conversion rate of 1%.

• 100 people compared to the 200 of last month -> Decreased in
the number of buyers by 50%.


5.3 Method by Objectives

Type of website

Objectives

KPIs

Decision


5.4 Types of Websites

Types of web sites

1. Content

2. Marketing

3. Sales

4. Support


5.5 Objectives
KPIs should answer managerial objectives which are SMART.

1. Specific

2. Measurable

3. Achievable

4. Really Useful

5. Time Dependent


5.6 KPIs Really useful?

« Any KPI that, when it changes suddenly and unexpectedly, does
not inspire someone to send an email, pick up the phone or take a
quick walk to find help, is not a KPI worth reporting »

– Eric T. Peterson –

5.7 One Objective, one KPI

Types of objectives:

1. Related to revenue sources
2. Related to cost
3. Related to loyalty
4. Related to traffic
5. Related to conversion funnel
6. Etc …


5.8 Types of KPIs
KPIs related to:

1. Averages

2. Percentages

3. Ratio

4. Rates


5.9 Some KPIs

Brief selection:
1. Bounce Rate
2. Average Cost per Conversion
3. Average Order Value
4. Percent Revenue from New Returning Visitors and Customers
5. Order Conversion Rate
6. Order Conversion Rate per campaign
7. Average Time to Respond to Email Inquiries
8. Cart Completion Rate
9. Checkout Start Rate
10. Form Completion Rate


5.10 Importance of Presentation

Vs.


5.11 Some Tips for Presentation

1. Run comparisons over time

2. Use colors and arrows

3. Always show the percentage change from one period to another

4. Establish guidelines

5. Set clear goals


5.12 Presentation Format

Excel Sheets

Or

Dashboards


5.13 Conversion Funnels & GA

Conversion Funnels: Method for identifying each step closer to a
user’s conversion on a website.

http://www.youtube.com/watch?v=IibCs23EuiE


5.14 GA Multi-Channel Funnels

http://www.youtube.com/user/googleanalytics#p/u/17/Cz4yHOKE5j8


5.15 GA Segmentation

http://www.youtube.com/watch?v=yvkvMjPJXmM


Section 6 – Strategic Issues


6.1 HiPPOs

Highest Paid Person’s Opinion


6.2 Number of KPIs for each type of strategist
The higher the person in the company’s hierarchy:
• The less time he/she has;
• The more interest is in KPIs related to ROI;
• The more the number of KPIs presented
should be lower.

Number of KPIs for each type of strategist:
• Senior strategists: 2 to 5
• Middle Class strategists: 5 to 7
• Tactical resources: 7 to 10


Section 7 – Nirvana of Methods


7.1 Triangulation of Methods
Three methods to gather data

1. Web Analytics
2. A/B Testing
3. Usability tests


7.2 A/B Testing: Definition

When you test several different versions of a Web site (an
advertisement, email, etc ...)

… and you take the version that gives you the best results from your
dependent variable perspective (i.e. conversion rates, registration
rates, etc ...)

7.3 A/B Testing: An Example

1 2

Inscrivez-vous maintenant!


7.4 Multivariate Testing: Definition
The process by which more than one component of a website may
be tested in a live environment. It can be thought of in simple terms
as numerous A/B tests performed on one page at the same time. A/B
tests are usually performed to determine the better of two content
variations; multivariate testing can theoretically test the
effectiveness of limitless combinations.


7.5 A/B Testing: Tools

Google Analytics IBM Coremetrics Adobe Omniture

Content experiments Marketing Center Test & Target module in
module in Google module in Coremetrics Adobe Omniture
Analytics


7.6 Usability Tools – Morae

http://www.youtube.com/watch?v=gTfdeUGEc3E


7.7 Usability Testing: Tealeaf

Tealeaf's customer experience management (CEM) solutions empower
companies to optimize ebusiness by eliminating the obstacles that block
successful conversions or completion of business processes.


7.8 Usability Testing: Tealeaf (2)


7.9 Usability Testing: Tealeaf (3)

http://www.tealeaf.com/products/customer-behavior-analysis-
suite/cximpact.php
(Watch CEM Overview)


Section 8 – Some Resources


8.1 Some Readings

Web Analytics Demystified (Free)
&
The Big Book of Key Performance Indicators (Free)
By
Eric T. Peterson
http://www.webanalyticsdemystified.com/content/index.asp

Web Analytics 2.0
By
Avinash Kaushik


8.2 Some Readings (Cont’ed)

Always be Testing
By
Bryan Eisenberg

Advanced Web Metrics with Google Analytics
By
Brian Clifton


Hope you Enjoyed and Have a Good Night
Everyone!

Jean-François Bélisle, MSc, PhD©
LinkedIn: www.linkedin.com/in/jfbelisle
Twitter: www.twitter.com/jfbelisle
Website: http://jfbelisle.com


�ݺ�ߣ

analytics presentation

More Related Content

analytics presentation