Web Metrics vs Web Behavioral Analytics and Why You Need to Know the Difference

A l i th W b itAnalyzing the WebsiteThe difference between metrics and analytics

24June 201024June 2010

Ivan ChalifDi t f P d t M k tiDirector of Product Marketing

@[email protected]

EVOLVE AND GROWEVOLVE AND GROW

Everything Changes

Everything Changes

Agenda

1. A Short History

2. Some Background

3. How Analytics is Changing

4. Moving the Needle in Your Organization

5. Next Steps

6. Q & A

A SHORT HISTORYA SHORT HISTORY

A Brief History of Web Analytics

‘90: Public Internet &

HTTP‘97: Javascriptbroadly used

for data collection

‘06: Visual Sciences buys WebSide Story

‘93: WA is born via log

analysis

collection‘07: Omniture buys Visual

Sciences

‘09: Adobe

‘91: 1st web server

‘05: Google buys Urchin

‘95:

buys Omniture

‘10: Alterian WebJourney

1990 20101995 2000 2005

‘05: Google releases GA

95: Javascriptreleased ‘10: IBM buys

Coremetrics

SOME BACKGROUNDSOME BACKGROUND

Definitions

• Data: a measure of an action that can be tracked

– a click

– a page view

– a download

– a purchase

Definitions

• Metric: a sum or ratio of data

– click rate

Definitions


– click rate

– ratio of new/returning visitors

Definitions


– click rate

– ratio of new/returning visitors

– page views this hour/day/week/month/quarter/yearweek/month/quarter/year

Definitions

• Analytics: understanding what drives the behavior

– Is the content useful?

Definitions



– Does this layout work better for this segment?

Definitions




– Does some combination ofDoes some combination of trackable elements affect behavior?

Definitions




– Does some combination ofDoes some combination of trackable elements affect behavior?

– Is this the right image to use?

HOW ANALYTICS AREHOW ANALYTICS ARE CHANGING

Google Changed the Game

Number of organizations tracking what’s happening on their website

Before Google

Analytics

After Google Analytics

Looking At the Past or Toward the Future

Looking At the Past

• The metrics of traditional web analytics are used to report on what has already happened

– How many?

– Where did they go?

– How long did they stay?– How long did they stay?

– Did they complete the desired process (sign-up, download, purchase etc)?purchase, etc)?

Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile

Looking Toward the Future

• Web behavioral analytics are used to steer the future

– How are the visitors alike

– Are there patterns in the traffic or behavior on a pageAre there patterns in the traffic or behavior on a page

– Which content resonates with visitors

– What else can I determine about the visitor to improve the relationship

Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile

Marketers Need More Than Just Web Analytics…

“First and second‐generation analyticFirst and second‐generation analytic vendors are good at what they do, but mining for correlation and

ti ithi i di tcausation within massive, disparate online and offline data sets is simply not what they do.” – Eric T. Petersony

Differences in Analytics Tools

W b A l ti W b B h i A l tiWeb Analytics Web Behavior Analytics

• Focus on source • Focus on the individual• Dashboards

• Track page flow on site

• Capture non-click behavior

• Search term(s)

• Environmental data

• Aggregate data

• Report on metrics

• Track creative assets

• Additional data overlay

data

• Standard reportsp

broadly within an organization

y(corp., demo., profile)

• 1:1 data

• Custom reports

How to use Behavioral Data

• Find out what happens between the clicks

– Scrolling

– HoveringHovering

– Copy/paste


• Understand how visitors are interacting with the dynamic content on the website


• Combine web behavioral data with other data for deeper analysis, segmentation and content delivery


• Link to individual profiles when visitor identifies themselves


• Link to individual profiles when visitor identifies themselves


U d t d h t it i it DOUnderstand what site visitors DO rather than just where they GO

MOVING THE NEEDLEMOVING THE NEEDLE

Identify Your Goals and Data Needs

• Before embarking on any web behavioral analytics project, consider the following:

– Why are you collecting the data?

– What will you do with the data?

Wh t ti d d t– What questions do you need to answer?

– What data is needed to make informed decisions?

– Who is going to utilize the data?

Taking it to Your Manager

• Determine how web behavior analytics can benefit them

• Determine how analytics can benefit the larger organizationbenefit the larger organization

• Build a story (with case studies)y ( )

• Map out costs and benefits andindentify ROI

• Design a phased deployment• Design a phased deployment

Next Steps for Your Program

1. Look at where you are and where you want to be

2. If it’s not already part of your strategy, include behavioral analytics

3. If you already have a webanalytics tool, evaluatey ,some behavioral ones

4. Identify integration points

RECAPRECAP

What We’ve Covered

• A bit about where we came from

• A bit about how things arethings are changing

• A bit about how you can start making a plan tomaking a plan to move the needle

Resources

• Books– Web Analytics Demystified by Eric T. Peterson– Web Analytics 2.0 by Avinash Kaushik– Actionable Web Analytics by Jason Burby and Shane Atchison

• Webhtt // /– http://www.occamsrazor.com/

– http://www.webanalyticsdemystified.com/– http://www.webanalyticsassociation.org/– http://www.alterian.com/products/web-behavior-analytics/

Q & AQ & A

Alterian WebJourney

http://www.alterian.com/

A l i th W b itAnalyzing the WebsiteThe difference between metrics and analytics

24June 201024June 2010

Ivan ChalifDi t f P d t M k tiDirector of Product Marketing

@[email protected]

Business

Web Metrics vs Web Behavioral Analytics and Why You Need to Know the Difference