IMC ETSM 4.2 Web Analytics.pptx

IMC ETSM 4.2 Web Analytics.pptx - Studying the...

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Studying the international way Web Analytics & Performance Measurement Meeting 8 Christoph Hoffinger, MA
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Agenda Online Performance Measurement Goal Definition Implementation Monitoring Analysis 2
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Online Performance Measurement 3 www.istockphoto.com
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Web analytics defined The science of analysis using data to understand historical patterns with an eye to improving performance and predicting the future . The analysis of digital data refers to information collected in interactive channels (online, mobile, social, etc.). (Digital Analytics Association) Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. (Web Analytics Association) Fundamentals of Digital Analytics 4 http://www.digitalanalyticsassociation.org/ http://www.webanalyticsassociation.org/
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Online Performance Measurement Before collecting and evaluating data, it is important to determine what to find out about website visitors and why. What is the purpose of a campaign? What is the main purpose of the website? What are the overall goals that the business wants to achieve with a website or a certain campaign? It is important to note that website traffic does not necessarily equal success. It is also important to define a set of key performance indicators (KPIs) against which to measure campaign, website or overall goals. 5
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Performance measurement flow 6 Goal Definition Implementation Monitoring Analysis Analysis of Status Quo
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Goal Definition Every website has one or several goals, that should be defined and continuously measured For most websites, these goals can be defined as specific actions Online purchase / bookings Contact form Request via e-mail Newsletter registration Walk in (research online purchase offline – ROPO) The goals of a website are also referred to as „conversions“ as a website visitor converts into a customer
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Micro Conversions Before completing conversions like requests or bookings, users usually interact with the content of a website. These prior actions are also referred to as micro conversions Example for a conversion funnel: 8 Content Interaction Downloads Booking Calendar Booking
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Conversion funnel Path of a user from website visitor to customer The number of users decreases with each step in the funnel The percentage of users remaining is also used as a performance metric for each step in the funnel 9 100% 50% 10% 2%
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Conversion funnel – Google Analytics 10
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Implementation Logfile Analysis ( server) Client-based Analysis Tracking Pixel Tags (e.g. Javascript) Google Analytcis Cookies (data privacy issues)
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Logfile Analysis Log files are automatically created by the web server Whenever a user visits a website, the server provides different files that determine the look and feel of the website. This activity is saved in log files and can be analysed.
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