Web analytics course at freelancers academy

From Page Views to Bounce Rates: The Fundamentals of

Website Analytics@ Freelancers Academy

www.freelancersacademy.com

So here‘s something we’d like to announce as a preamble...


Quite unlike anything in the

past, businesses now one can get

'live' data from their website and can

use this to improve their operations


But most businesses know nothing as what to do with this ‘live’

data

And that’s why Web analytics is a ‘much in demand’ skill.


How can studying data help you run your business better ?

And why are managers not doing it currently ?


Even if you don’t see job titles for ‘Web Analytics’, this is a

very useful additional skill to have

Especially if you have been around for a couple of years in the ‘web’ industry.


So what do Analytics guys really do ?

They use web analytics data to help make business decisions

based on concrete data and historical trends.

Earlier, lot of these decisions were taken

just based on that dangerous thing called

‘gut feel’ www.freelancersacademy.com

What's the difference between a visitor and a visit? What's the difference between frequency and recency?

This is stuff which a Web Analytics

professional should have ready

answers to.


Lets get a perspective firstLets get a perspective firstJavaScript TagsJavaScript Tags

Log Files & Hit

Counters

Log Files & Hit

Counters

Click & heat maps

Click & heat maps Mobile

AnalyticsMobile

Analyticswww.freelancersacademy.com

And see what web analytics helps us to measureAnd see what web analytics helps us to measure

Who are your visitors?• Country/city

• Browser/OS data

• New/Repeat

Who are your visitors?• Country/city

• Browser/OS data

• New/Repeat

Improve ROIImprove ROI

How do they reach your website?• From which site?

• Which campaign works better?

• What SEO/SEM keywords work?

How do they reach your website?• From which site?

• Which campaign works better?

• What SEO/SEM keywords work?

What are they doing..?• Are they converting?

• How long do they stay on your site?

• What do they read?

• What’s making them leave?

• …much more

What are they doing..?• Are they converting?

• How long do they stay on your site?

• What do they read?

• What’s making them leave?

• …much more

10www.freelancersacademy.com

11

Some common toolsSome common tools


Which are the metrics which you need to watch

out for ?


Revealed : Why MBA’s hate Analytics : There are too many metrics !!


Businesses usually stop at just setting up analytics

That’s where it is supposed to begin.


Snap shot of standard analytics


Some very relevant analysis can be done


Partner Sites/ Referrals

E-PRs

Direct type-ins

Browser Bookmarks

Search EnginesOrganic | SEM

Banner Advertizing/MediaE-Mailers

Social Media

Social Bookmarks

The source of visitors to your site can be studied

The source of visitors to your site can be studied


SEM campaign can be optimizedSEM campaign can be optimized


•Identify weak SE’s, keywords to work on•Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on subject/content than brand)•Analysis of Organic traffic helps strategize SEM campaign


And ‘advanced’ features can be implemented


21Primary GoalsSecondary Goals

For example, goals of users can be trackedFor example, goals of users can be tracked


Google Analytics changed the landscape completely when it

launched a free package in 2005

Coming to the vendors, the main vendors are Google Analytics, CoreMetrics, Websidestory, Omniture, Web trends.


So should I get into this ?


The future’s bright

“Web Analytics is hard.”

– Eric Peterson

“10% of your budget should be spent on tools, while 90% spent on people (brains) who will be responsible for insights.”

– Avanash Kaushik


Basic skills which employers would look out for

• Great with nos and Good data pattern recognition skills.

Basic html and javascript skills so that you can work with any nagging issues during analytics set-up and maintenance.


Basic skills which employers would look out for

•Ability to communicate findings to the business in terms it can understand.

•Familiarity with the main Analytics packages.

•Capability to understand what data needs to be tracked for the business to grow. This requires experience of a few years, does not come easily.

•Expertise in report design and configuration


An actual job description Analyzes Website performance, trends and click stream path analysis activity to provide data driven business insights, leading to fundamental improvements to the Website experience.

Demonstrates a high degree of pro-activeness in analysing customer behavior using available data to influence changes on the Website.

Day-to-day management of analytics system to ensure tracking, reporting and analytics are functioning optimally.

Creates and maintains key reports, dashboards and analysis utilizing WebTrends and SQL.

Identify and track trends in metrics and be able to identify improvements to Website based on usage and traffic patterns.

Perform Search Engine Optimization and advise on search and display ads

Conducts ad-hoc traffic, sales and testing analysis of the site.


Case Study : Google Analytics


• Extremely simple ‘user-friendly’ interface

• Compatible with Google Adwords or Adsense

• ‘Goal oriented’ analysis & ‘Intelligence’

• Correlate data across reports

• Customizable Reports

• Free

• Extremely simple ‘user-friendly’ interface

• Compatible with Google Adwords or Adsense

• ‘Goal oriented’ analysis & ‘Intelligence’

• Correlate data across reports

• Customizable Reports

• Free

Key points

29

Some Advantages of Google AnalyticsSome Advantages of Google Analytics


Google Analytics jobs have increased more than those for

OmnitureSource : WebWorkerdaily.com


31

Account Settings PageAccount Settings Page


32

Profiles Accounts

•Create a new account for each website•Create Profiles within Accounts - to track different visit segments, create access levels or website sections•Can link 1 AdWords to 1 Analytics Account•‘Admin’ access is at Account level

Profiles and AccountsProfiles and Accounts


33

•Place within ‘body’ of web page•Place on ALL pages within the website

The Code: Generating and Implementing

The Code: Generating and Implementing


Google Analytics collects your data based on 5 broad segments

Google Analytics collects your data based on 5 broad segments

…Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.

…Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.

34

Reported SegmentsReported Segments


Graph•Day/week/month views•Compare 2 metrics•‘Compare to site’•Compare date ranges•Highlight data point on mouse-over

Graph•Day/week/month views•Compare 2 metrics•‘Compare to site’•Compare date ranges•Highlight data point on mouse-over

Data table•Overview of selected component•5 unique data views•Search box to include/exclude specific data•Easily compare performance to Site Avg.

Data table•Overview of selected component•5 unique data views•Search box to include/exclude specific data•Easily compare performance to Site Avg.

Easily export/email a report•4 format options, incl. PDF, XML, CSV & TSV

Easily export/email a report•4 format options, incl. PDF, XML, CSV & TSV

35

Data RepresentationData Representation


Freelancers Academy‘Learn with us and then

remove the L ’

programs in Web(Instructor-led and Online)www.freelancersacademy.comMumbai office – 022 65369888

Mobile - 9819607019


We cover all the aspects of Digital Marketing and Mobile app. Development (Instructor –led and online)

http://www.freelancersacademy.com/

Education

Web analytics course at freelancers academy