Web Analytics and Report Management System

Raony Guimarãesraony@medicalmedia.nl

Topics

• WebAnalytics• Gezondheidsplein - Overview• Competitors• Reports• Internal Control• External Control

Definition

• Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.

Why use WebAnalytics ?

Definition

• Data VS Information • The Curse of Dimensionality

Analytics

Analytics - Top Content

What are the most commonly viewed pages on your site, and how are they used?

Analytics - Top Content

Analytics - Top Content - Aandoeningen

Analytics - Top Exit Pages:

From which pages do people exit your site?

Analytics - Top Exit Pages:

Analytics - Site overlay

• Viewing clicks, conversions, and revenue metrics for each link.

Analytics - Site overlay

Analytics - Site overlay

Analytics - Site overlay

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Analytics - Keywords (70%)

Gezondheidsplein longontsteking gezondheid keelontsteking blaasontsteking hoge bloeddruk www.gezonheidsplein.nl overgang voedselvergiftiging Schimmelinfectie

gezondheidsplein.nl buikpijn lage bloeddruk ischias zwangerschap medisch woordenboek oorontsteking vleesboom standjes spruw

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Analytics - Keywords (70%)

Competitors

• How to identify and study our competitors ?• How to identify and increase our campaigns ?

Competitors ???

http://www.gezondheidsplein.nl/http://www.gezondvgz.nl/http://www.gezondheidsnet.nl/http://www.gezondvgz.nl/http://www.gezondheid.plein.nl/http://gezondheidplein.nl/http://plein.nl

Google Rank

Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag

Google Rank

Source: http://www.google.com/Top/World/Nederlands/Gezondheid/Naslag

Competitors

Competitors

Competitors

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20 Most Popular Health Websites - June 2009

1 | WebMD.com 2 | NIH.gov 3 | MedicineNet.com 4 | MayoClinic.com 5 | Drugs.com 6 | Yahoo! Health 7 | RxList.com 8 | RealAge.com 9 | MedHelp.org 10 | Healthline.com

11 | everydayHealth.com 12 | RightHealth.com 13 | wellsphere.com 14 | FamilyDoctor.org 15 | QualityHealth.com 16 | HealthCentral.com 17 | Prevention.com 18 | Health.com 19 | RevolutionHealth.com 20 | eMedicine.com

Source: Inbound Links, Google Page Rank, Alexa Rank, and traffic data from Compete and Quantcast.

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20 Most Popular Health Websites - June 2009

Alexa

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Alexa Suggestions

If you like gezondheidsplein.nl you may also like:

1. Ziekenhuis.nl

www.ziekenhuis.nl/

2. Medischestartpagina.nl

www.medischestartpagina.nl/

3. Achmea Health

www.achmeahealth.nl/

4. Zorgkrant

zorgkrant.nl/

5. Reuters Health Information

www.reutershealth.com/

6. Planet

www.planet.nl/

7. Medicinfo.nl

www.medicinfo.nl/

8. GezondheidsNet

www.gezondheidsnet.nl/

9. Gezondheid.be

www.gezondheid.be/

10. ConsuMed

www.consumed.nl/

11. www.gezondstegids.nl/

www.gezondstegids.nl/

Test Campaigns

Test Campaigns

Main Goal

• Develop a management system to measure all the statistics from all the different parts from all the different websites of the company.

• This should be used by the editors to create personal reports for each client.

Brainstorm

• What we want to show?• How will we show?• What the client wants to know?• What can be a target?

First, Learn !!!

• How the editors change the content of our websites ?

• How they manage the content?• How they create the pools, weetjes, banners,

Dossier, Aandoeningen, etc ?• How they manage the campaigns?• How to measure the effect of changes ?• How to measure the impact of our campaigns ?

MeasurementWhat we want to measure? How can we measure? Where the information comes

from?

Pages Number of Pageviews Google analytics

Banners Number of ViewsNumber of Clicks PhpAds

OrdersNumber Unique ViewsNumber of OrdersStepsEvasion

Google Analytics

PollsNumber of ViewsNumber of AnswersResults

Our Database

Weetje Clickouts Google analytics

Links Clickouts Google Analytics

Videos Amount Started Videostrip

Targets Number of ViewsNumber of Clicks

Our DatabaseGoogle Analytics

Newsletter Amount Send Our Database

Reports

• Overview

Add Report

Admin Panel

Add Block

View Blocks

Add Page

Add Page

View Pages

Add Poll

View Polls

Add Banner

Add Banner

Add banner

View Banners

Add Clickouts

Add Clickouts

View Clickouts

Add Weetje

View Weetjes

Add Target

Add Target

View Targets

Report Preview

Preview Banners

Preview Pageviews

Preview Poll

Preview Weetjes

Preview Targets

Next Steps

• How can we use this to improve our campaigns and help our customers?

• Define KPI’s• Change campaigns• How to increase our pagerank• Analyze our data• Test our campaigns

Next Steps

• Develop a strategic plan. • Establish goals.• Define the Key Performance Indicators for

each goal• Benchmark the KPIsImplement and Monitor each KPI

Finally...

Source: Web Analytics One Hour a Day (Avinash Kaushik)

Testing new customer experience improvements and new prototypes

Quick identification of low-hanging fruit and obvious barriers to successful completion of customer tasks

In-depth understanding of customers, their environments, and no obvious challenges

Understanding why customers are there, what they are trying to do, what barriers are to task completion

This is just the beginning..