Topic 1 Introduction to web analytics
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The document introduces web analytics, emphasizing its significance in understanding online business performance through data collection and analysis. It highlights the importance of measuring visitor behaviors and interactions across various stages—before, during, and after site visits—to inform business strategies. Additionally, it underscores the relevance of web analytics insights across all business functions, including marketing, sales, and customer support.
Topic 1 Introduction to web analytics
- 2. • Able to connect and browse the internet via: – PC, laptop, smart phone & tablet • Spoken and written command of English language • Basic Mathematics i.e. percentages, ratios • Basic Finance i.e. cost, revenue, profit, RoI, etc. Prior Knowledge
- 3. Good to have general awareness of: – Online websites & Ecommerce – JavaScript & basic scripting language Prior Knowledge
- 4. Introduction to Web Analytics INDEX Strategy & Implementation Measurement Model & KPIs Data Coverage & Capture Data Accuracy
- 5. Data Integration INDEX Reporting & Analysis Interpretation of Reports / Analysis Challenges & Opportunities
- 6. Topic 1 INTRODUCTION TO WEB ANALYTICS
- 7. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 9. Where do your visitors come from? Why are they visiting your website? What did they do on your website? Why are they leaving? What did they think of your product or site? Would they come back again? Did they browse or purchase?
- 10. To measure actions to understand business performance
- 11. But when do these interactions happen?
- 12. … before they reach your website PRE-SITE
- 13. … on your website ON SITE
- 14. … after they leave your website POST SITE
- 15. So when do these interactions happen? PRE-SITE ON SITE POST SITE
- 16. - Did we attract the right visitors? - What were they interested in? - Would they return again? Questions to Consider
- 18. PRE-SITE Search Engine Based Tracking of Visitors
- 19. ON SITE Server Logs or Analytics Tools
- 20. POST SITE Analytics Tools, Cookie Tracking, Email Communication etc.
- 21. Why stitch all this information together?
- 22. By measuring the health of your online business, you gain insights for improvement!
- 23. Web Analytics is the science and art of data collection, analysis and interpretation into insights for achieving online business goals
- 24. How did people learn about or reach your site?
- 27. Essential building blocks of a business strategy – online or offline!
- 28. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 29. OFFLINE ONLINE Ongoing marketing spends based on aggregate level information Marketing spends tracked on hourly basis & changed according to trends
- 30. OFFLINE ONLINE Low visibility on progress Instant understanding Of audience reach and interest
- 31. OFFLINE ONLINE Success determined by peer review and perceptions Quantitative ROI of campaigns known
- 33. - Measures fast, in real-time - Allows experimentation - Identify true ROI If we were in the online space …
- 34. What is Web Analytics? Why is it Useful? Who uses Web Analytics? TOPIC 1
- 35. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE
- 36. Think about it! Are you able to name one Business Metric or Indicator relevant to each function?
- 37. CUSTOMER SUPPORT OFFLINE STORES SALES & MARKETING IT OPERATIONS PURCHASING SENIOR MANAGEMENT FINANCE Satisfaction Revenue & Brand Online Data Website ROI Order Fallout Budgeting Inventory
- 38. Insights from Web Analytics will be relevant across all business functions!
- 39. RECAP Analyzes website data of users Uses different analytic tools Benefits businesses
- 40. Thank You