Intro to Web Analytics

Analyzing Results for Continuous Improvement

Presented by David Sánchez

@DavidYeskett COMS7

Intro to

Agenda• My background

• What is analytics?

• Employing site analytics

• Analytics tools and reports

My Background

My Background• Born in Mexico City

• Business Administration @USD

• Web Certificate @UCSD

• I like soccer (futbol), running, traveling and the Web!

Experience on Brands

Your Background

?

What is Analytics?

What is Analytics?

The science of analysis

What is Web Analytics?

The measurement, collection, analysis and reporting of internet

data for purposes of understanding and optimizing web usage

• Print Medium

Measurement• Web Medium

Categories of Web Analytics• Off-site (Off your site)

– Social Networks– Print

• On-site (On your site)– KPIs– Landing pages– Exit pages– Conversion pages

Employing Site Analytics

Employing Site Analytics• Step 1: Have online presence

• Step 2: Determine site goals (KPIs)

• Step 3: Pick the right Analytics tool

• Step 4: Tag your site

Employing Site Analytics• Step 5: View and Analyze reports

• Step 6: Test

• ……..

• Step 25: View and Analyze reports

• Step 26: Test

Analytics Tools & Reports

Analytics Tools

Analytics Reports• Main reports:

– How people find your site– How they navigate through your site– How they become customers

Analytics Reports• Visitors:

– Visits– Pageviews– Time on site– Bounce Rate– Browsers– Languages– Locations– Mobile

Analytics Reports• Traffic Sources:

– Referring sites– Search Engines– Keywords– PPC

Analytics Reports• Content:

– Top Content– Entry pages– Exit Pages– Site Search

Don’t Forget• Test

• Analyze

• Test

• Analyze

• Test

Thank You!

david@capturagroup.com

@DavidYeskett COMS7