Upload
dave-chaffey
View
4.709
Download
1
Embed Size (px)
DESCRIPTION
My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights. Often, the systems are only really used by analysts rather than marketers managing budgets to take decisions to improve growth and performance of their online business. The presentation suggests some approaches to make analytics more actionable and build them into business processes.
Citation preview
Getting more business value from Web Analytics
Dr Dave Chaffey, CEO Smart InsightsMay 17th 2010
eMetrics Marketing Optimization Summit London
2
Best practice
Qualifications
Books
About Dave Chaffey
Portal & software:www.smartinsights.com/beta
Search &Conversionconsulting
Strategyconsulting
3
Today’s agenda = getting analytics used 0 The elephant in the room 1 Creating a marketing optimisation plan 2 Integrating analytics into your business processes
o A Effective dashboards• REAN • Google Analytics custom reports
o B Customised alerts• Google Analytics Intelligence
o C Identifying problems and opportunities• Google Analytics Advanced segments
4
Featuritis = Too much choice
IMO All web analytics systems have a common flaw OOB...
They don’t readily answer the questions…
o “How are we doing at the moment?” Context. Company targets, time, competitor relative performance.
o “What does good look like?”Context. Gap analysis. Marketplace benchmarking.
o “Where are the problems or opportunities?”Context. Gap analysis. Marketplace benchmarking.
o “So what should I do next?”Advice on where to focus. Context. Advice on where to focus marketing activities.
5
6
Consequently, oftentimes… Analytics don’t get used.
If they do, WILFING commonplace
Unsegmented averages reign
Reporting NOT actionable analytics
4 stories from the coalface
7
“There’s just me as web analyst and 60 users of Google Analytics. They
don’t dedicate time to using it. They’re too busy running
campaigns… ”
“I use it primarily for monthly or weekly reporting. Due to the
amount of data and lack of time I don’t have time to do more ”
Ecommerce manager, B2B
“It’s very frustrating. I’ve no time to go into any great depth. I don’t
know where to go to find information to show what’s working
and what’s not”
Brand manager, PharmaWeb analyst, Financial Services
“We have 79 users, but the analytics people still become
bottlenecks so we ran a project to export data into our data
warehouse to give us exactly what we want… ”
Marketing manager, B2B Software company
8 Source: Web Analytics Association Industry Outlook Survey 2010
= Our agenda
9 Source: Web Analytics Association Industry Outlook Survey 2010
1 Creating a marketing optimisation plan
Source: Chaffey: Internet marketing strategy, implementation and practice, 4e
11
Creating a marketing optimisation planusing SOSTAC
What are the strengths and w
eaknessesin your current process?
http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
12
What is your capability maturity?
Source: Carnegie Mellon University http://www.sei.cmu.edu
Maturity stage
Business contributionreporting
Campaign performance
Site optimisation
Voice of customer
1 Initial Ad-hoc review of traffic volumes and outcomes
Ad-hoc post-campaign review of performance
Ad-hoc review of page popularity and conversion
Ad-hoc collection of customer feedback
2 Managed Regular actionable structured review
Actionable review of campaign efficiency during campaign
Defined outcomes reviewed for different referrer segments
Regular surveys and monitoring customer conversations
3 Defined Actionable review against target
Multichannel influence reviewed
AB page testingMicro-conversion review
Actionable review of customer conversations
4 Quantitative Review involves drill-down to tactics
Micro-analysis of conversion qualityReview of referrer attribution
Page portfolio review Multivariate testing of key pages
Structured customer satisfaction reporting
5 Optimizing Continual optimisation of targets given performance
Real-time optimisation during campaign
Real-time personalisation based on context
Closed-loop reporting informing NPD and service quality
14
Source:
Planned sales/conversion optimisation
14
15
Other work on analytics capability maturity
Stephane Hamel : http://immeria.net/wamm/
Mini case study www.euroffice.co.uk
16
SEO and brand intro
OVP
OVP
Encourage searchdominant visitors
Encourage browsedominant visitors
“Reasons to return”
Social proof
Where do we start? What will give us the biggest uplift in…?
Home page Landing pages
Category pages
SearchProduct pages
Conversion goal pages Check out pages
Branding & utility pages
Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce
and exit rates multiplied by page views
| 17
SOUND ADVICE…
| 18
Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.
Home page
Search page
Category page
Product page
Sub-product page
Checkout / forms
Tailored landing page
Security & Privacy
About Us
“Points of Resolution”
Pricing
Detailed product info
| 19
Practical Tip Review % age of visits by
different landing page types (for first time and repeat visitors)
Source: Craig Sullivan independent survey 2009 | 20
21
Show me the money!
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
The 3 key value measures in GA:o 1. Index value (Top content reports)
Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
o 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
o 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
Source: Craig Sullivan independent survey 2009| 22
23
Process Integation:A. Effective dashboards
Surfacing issues for HiPPO
sM
aturity of practice
What are we trying to achieve / optimise?Introducing the REAN framework : Steve Jackson, Cult of Analytics
► Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
► Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
► Activate – Convert engagement into business value – generate leads and sales
► Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content
24
Analyst REAN Questions► Which questions should you ask to improve the
effectiveness and efficiency of REAN?
► Reach:► ► ► ►
► Engage► ► ► ►
25
| 25
► Activate► ► ► ►
►Nurture► ► ► ►
Examples of measures within REAN framework
| 26
27
What we need: Role-based reporting
CommercialPerformance
Marketingeffectiveness
Digital marketing
effectiveness
Digital channelefficiency
• MD / CEO • Finance Director• Marketing Director
• Leads • Sales• Brand health
• Offsite campaigns • Site health• Opportunities
• Search• Paid media• Conversion optimisation
Analytics view Managing Helping• Contribution • Margin• On target performance
• Marketing manager• Brand / Product managers
• Digital marketing manager• Web manager
• Channel specialists• Site / content owners• Web analysts
Tip: Develop a role-based dashboard
28
29
Tip. Use Feedback tools“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptions http://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website” “Would like to see where I can buy products from” .
| 30
31
Voice of the customer
32
Site and business innovation ideas
33
Market insightsCustomer
(inc searches)Competitors
Intermediaries
Summary performance dashboards
Web analytics& optimisation
TrafficEngagement
Value
BrandSearches
ConversationsEngagement
Health
CommercialSales
CustomersFinance
Digital marketing management system
Intelligent alerting and diagnosis
What we need: 3. Integration
How do you use the dashboard??
| 34
Custom reports beta (can overlay segmentation)
| 35
36
Some ideas for using custom reports 1. Time reporting.
Use a dimension of week/month to compare performance over time more easily
2. Value reporting. Repeat the value of different contributors:o Keywordso Landing pageso Product categorieso Countries
3. Role-based reporting.Setup different tabs for different types of people or marketing activity
http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
37
Process Integation:B. Customised Alerts
38
Use your “Intelligence”
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/
Tip: Use Custom Alerts in your system
39
Process Integation:C. Diagnostic analysis
highlighting problems and opportunities
Segmenting pages/product by performance
High Potential(Problems)
Top Performers
(Stars)
Low Potential, Low Performance
(Dogs)
Consistent Performers(Cash Cows)
| 40
Conversion rateOr conversion rate variance (add to basket) compared to average
Page
or p
rodu
ct p
opul
arity
(vie
ws)
or p
age
view
var
ianc
e (c
ompa
red
to a
vera
ge)
| 41
Smarter reporting options1. Pivot tables2. Filter reports with simple filter based on page
or keyword name or New: an Advanced Filter on any variable
| 42
Bubble ormotion charts
| 43
NB shows animated performance by day
Page analysis technique : Reverse and forward path analysis
| 44
Advanced segments – some options• 1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media • 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer
• 3. Segmentation by Engagement• 5 pages,• <3 pages
• 4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation
• 5. Segmentation by Landing Page Type
• 6. Segmentation by Event:• Conversion goal types and E-commerce
• 7. Segmentation by Platform (less important)
• Browser• Screen resolution• Mobile platforms
• 8. Segmentation by Location Geography
• Main markets• UK• US• FIGS• ROW
| 45 + By behaviour – search and browse
See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
Advanced segmentation exampleSegmentation by Visitor Type
Practical Tip Use Content Drilldown for understanding grouped content
popularityBut need DFA! URL Strategy
| 46
47
Advanced: Dimensionator for second page viewed
http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html
Handy plugin for relative SEO changes
Firefox plugin:
http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/
| 48
| 49
Advanced segmentation for social media Tracking social media
Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/
See also: www.davechaffey.com/online-reputation-management-tools
Let’s Connect! Questions & discussion welcome
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey