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2

Web Analytics in e-Commerce2

Web Analytics Overview31

Reasonable but not Best Practice: KPIs33

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

------WAA

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Visitors, Customers

Web Analytics (User Behavior & Experience)

Output: Decision Supportable Info

Web Analytics

UserBehavior

PurchaseBehavior

Web analytics is the vehicle help us to improve website, enhance marketing performance based on massive data but not personal experiences, when you don’t have genius like Jobs, 史玉柱 .

------Dave

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Business Objective

Plan

BuildOperate

Use

Vision

Governance

Standards

Data model

Communications

Process models

Integration points

Methodology

Hire ”expert”

Build virtual team

Create RFP

Choose vendor

Tag content

Promotion

Change management

Execute tests

Instrumentation

Research KPI’s

Calibrate metrics

Train users Customize reports

Monitor process / data infrastructure

Role tasks

Metrics

Privacy policy

Business caseFunding

Segments

Learn what and why

Test and measure

Interpret results

Recommend and take action

Measure ROI

Web Metrics Hits Top 10 pages Browser stats Referring links Top entry/exit Keywords Top spiders Capacity Security

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Where are you?

Where do you need to be?Timeline: 1 year/level

Level 1 (95%)

Level 3 (40%)Level 4 (10%+)

BehaviorOptimization• Path navigation• Multiple session view• Funnel analysis• A/B MV testing• Dashboards

E-Marketing• Merchandising• Segmentation• SEO• Campaign optimization: keywords, banners, e-mail• Personals• KPI alerts

CRM• Multi-channel

aggregation• Cost-shifting analysis• Lifetime value• Personalization• Analytics-based content serving• Process analytics

(decision support)

Level 2 (30%)

Level 5 (5%-)BI/CorporatePerformanceManagement• Multi-channel sales reports• Activity-based

costing• Balanced

scorecards• Strategic planning

Percentages refer to subjective measures of enterprise maturity (Surveyed in Q1 2008)

IT-driven, “feel good” information, few decisions minimal value

Business-driven, working on metrics accuracy and process

Optimizing the channel

360-degree view of customer

Strategic web

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Click Through

Conversion Rate Click Stream

Participate

Internal Search

Search Success Search Fail Similar/De-active Item

Conversion / Abandonment

Conversion Rate Browsers/VisitorsLast keywords?Navigation?

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Design

ProductLocation

ImpressionsImpressions

Click Through RateClick Through Rate

Conversion RateConversion Rate

SalesSales

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Metrics 3: Shopping Cart Abandonment Rate

Metrics 1: % to checkout process

Metrics 2: Conversion Rate

Abandonment Rate Abandonment Rate

Attach Rate Attach Rate

Path Analysis Path Analysis

Click Stream/Through Click Stream/Through

What you can do: Cart -> * -> Cart Cart -> Checkout

What you can do: Entrance and Exit monitor Conversion Rate Analysis for Exits

What you can do: Monitor by category Remind visitors cart status before they leave

What you can do: For those that have recommendations

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Visitor

Browser

Prospect

Customer

Repeat

Shopping Cart

Login

Address

Payment

Order

Funnel / Path Analysis

% to next stepCR

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Thanks for your time!

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In the land of ass-less

the half-ass is king.

Let’s enjoy the loneliness of analytics! -----Amanda