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Analytics is the process of obtaining an optimal and realistic decision
based on existing data. (J Cutroni)
€
“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 depth. I don’t know where to go to find information to show
which format is working and which one is not”
Brand manager, Pharma Industry
Web analyst, Financial Services
Data reveals our sentiments, our attitudes,
our social connections,our intentions,
and what we might do next.
It’s an approach to data analysis that covers all online and offline assets, affecting all business decisions
• How to vary the visits and the buzz compared to GRPs?
• Which Adwords campaign is better converting?
• Are the users finding what they are looking on my digital assets?
• As users interacting with content that I'm delivering through myassets?
• What’s the engagement level with my social properties?
• How are perceived my main competitors and how they areperforming?
• How visitors reach my site?
• Which pages best catalyze the audience interest?
• How can I improve my site ranking on search engines?
Totally personalized communication1 Audience Segmentation
2 ADV channels and formats selection based on real numbers
Channel Selection
3 Website data, Social data, Adv data: multiple activitiescombined in a single set of insights
Cross-Data Analysis
KPI Framework
Identification of success metrics for yourbusiness
Setup
Suitable technologies for an accurate performance assessment against defined KPIs
Reporting
Insights and analysis for ad hoc data-drivendecision-making
Optimization
A continuous flow of improvement: consistency and efficiency
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Measure
ReportingOptimize
Analyze
Customer
Marketing
Social
Mobile
Web
Digital Analytics: The Process What metrics are important?
Are we capturing the data we need?
Do we have the right tools in place?
Is our data accurate and insightful?
What happened?
Did it work?
How well did it work?
Who said what about my brand?
What exactly is the problem?
Why is this happening?
What if it continues?
What actions are needed?
What can I do to improve?
Who are the best audience for me to influence?
How can I best spend my mktgbudget?
Measure
ReportingOptimize
Analyze
Digital Analytics: The Process What metrics are important?
Are we capturing the data we need?
Do we have the right tools in place?
Is our data accurate and insightful?
What happened?
Did it work?
How well did it work?
Who said what about my brand?
What exactly is the problem?
Why is this happening?
What if it continues?
What actions are needed?
What can I do to improve?
Who are the best audience for me to influence?
How can I best spend my mktgbudget?
Actionable Insights
• MD / CEO • Finance Director• Chief Marketing Officer
• Mktg manager• Brand / Product managers
• Digital/Media manager• Web manager
• Channel specialists• Site / content owners• Web analysts
Analysis ReportTarget Roles
Commercial Performance
Marketingeffectiveness
Marketing channeleffectiveness
Digital channelefficiency
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Use the right analytics tools
Concentrate on a small but significative set of metrics
Integration is key. Give the right context to your data for a real actionable insight
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3
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Tool Dive Google Analytics
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How an Analytics tool works?
Visitors
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How Tracking works
Analytics Server
Reporting Interface
Tracking Code
1. Traffic to a site• Users, Sessions, Pageviews
2. Content Analysis• Most visited pages, content groups
3. Site Interaction levels• Avg time per visit, bounce rate, avg pageviews
4. Audience navigation paths• Site internal search, navigation path, entry and exit pages
5. How users get to our properties• Traffic sources, campaign tracking
6. Brand perception• Brand Vs non-brand keywords
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What can we analyze
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A dimension is a descriptive attribute or characteristic of an object that can be assigned by different values
The metrics are individual elements of a dimension measured in the form of a sum or a ratio
Dimension
Metric
Metrics vs Dimensions
Carlo drinks 3 glasses of water
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DimensionMetric
Metriche vs Dimensioni
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Standard Metrics
9am
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Unique Visitors
UniqueVisitor
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of visitors to a website unduplicated (counted only once) in the specified time period
9am
42
Visit
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of sessions. Each session is closed after 30 minutes of inactivity
3 visits
43
Visits
11:00 HomepagePage 1 Page 2Homepage
Number of sessions. Each session is closed after 30 minutes of inactivity
2 visits
11:31
9am
44
PageViews
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Total number of pageviews. Includes individual pages displayed several times.
7 pageviews
9am
Entry Page
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of visits to the site from a particular entry page
2 entries on HP1 entry on page 1
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Calculated Metrics
9am
47
Bounce Rate
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Percentage of users who leave your site after the landing page without continue browsing the site
50% Bounce Rate on Homepage
9am
48
Pegeviews per visit
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Number of pageviews per Session
2 visits to site3 Homepage pageviews
Homepage: ppv = 3/2 = 1,5Totale sito: ppv = 7/3 = 2,33
9am
Exit Rate
11am
3pm
HomepagePage 1 Page 2
Homepage
Homepage
Page 1 Page 2
Percentage of exits from the site from a page or set of pages specific.
100% exit from HP
50% exit from page 2
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Glossary
Metric Definition
PageviewAn instance of a page being loaded (or reloaded) in a browser. Pageview is a metric defined as the total number of pages viewed.
Visit/Session
Is the period of time a user is active on your site or app. By default, it begins when a user lands on the website and ends if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session. A visit is meant to contain more pageviews.
VisitorA visitor is a user that visits the site within a specified period of time.
New visitorA visitor that never visited a particular website within a specified period of time.
Returning visitorA visitor that visited a particular website at least once within a specified period of time.
AvgTime on site/page Average visit duration / time on page in a specified period
Bounce RatePercentage of users who land on our website and leave without continuing with the navigation.
Traffic sourceChannels that bring traffic to the website. They are generally divided into Traffic Direct, Referral, Organic, and Campaign.
Event An event is an interaction between the users and an element of the website.
Glossary
Metric Definition
Direct TrafficDirect traffic represents those visitors that arrive directly and immediate on your site by typing your URL into the browser’s address bar or clicking on a bookmark
Referring TrafficReferring site traffic, which is sometimes called referrer traffic or referral traffic, counts those visitors that click a link on another site and land on your site
Organic SearchSearch engine traffic is that traffic that comes from visitors clicking on links on a search results page for any search engine — whether Google, Bing, Yahoo! or similar.
Affinity CategoriesAffinity Categories scope is to identify users in terms of lifestyle based on their navigation path (for example, Technophiles, Sports Fans, and Cooking Enthusiasts)
In-Market CategoriesIdentify groups of users who are in the market for specific product categories.
Glossary/2
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QUESTIONS?
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