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Initial functional description of the Web Analytics Benchmarking Solution for MBA Consulting project
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Web Analytics Benchmarking
Theoretical Solution Proposal
25 May 2007 EDHEC MBA Consulting Group 2
Agenda
1. Solution Proposal
2. Solution Architecture
3. Report Structure
25 May 2007 EDHEC MBA Consulting Group 3
1. Solution Proposal
Amadeus generatesmonthly reports from
database and adds somerecommendations
Customerbuys e-BA
Consents tobenckmarking
Amadeus sells eBA and gives Customer to ‘add-on’Benchmarking or consensus to participate
Informationcollected
Exported to benchmarking
database
Databaseinterrogated
Special GA tags added tocustomer site to senddata to specific AmadeusBenchmarking Account
RankingReports
constructed
ProfessionalInsight added
Delivery toCustomer
Customer receives reports and canidentify where they are in the industry in
respect to other companies
25 May 2007 EDHEC MBA Consulting Group 4
2. Solution Architecture
AirlineGoogle Acct
AmadeusGoogle Acct
Google Tags
Airline XYZ Airline ABC Airline 123 Airline etc
Airline XYZ
Airline ABC
Airline 123
Airline etc
Separate GA Accounts for eBAAmadeus
BenchmarkingAccount
BenchMarking
Database
Ranking ReportsKPI table 11. ABC2. XYZ3. etc
Databasequeries
Export
25 May 2007 EDHEC MBA Consulting Group 5
3. Benchmarking Reports
Time to load; Page density; Screen resolution to Page size;Clicks to confirmation; Ease of completion; Error probability;are all elements that can drive customers away.Understanding these can reduce costs and increase sales
6) User Experience
Average monetary value of site based on revenue generatedplus value of goal divided by number of page views and visits
5) $ Index
To see the e-Commerce effectiveness at increasingcompany revenue
4) e-Booking ConversionRates
To understand the attractiveness of the website and thesuccess of the marketing campaigns that bring visitors
3) Visitor Bounce Rates
To understand if your marketing campaigns are increasingyour brand awareness in respect to other airlines and theircampaigns
2) Acquisition Rates -New or Unique Visitorsversus Returning Visitors
To better understand growth in online ticket sales comparedto other airlines
1) No. ticket sales online
Why Benchmarked?Reports
Sample Report
Conversion Ranking
Acquisition Ranking
Site $ Index Ranking
% Bounce Ranking
Online e-ticket sales
User Experience