Web Analytics Concepts & Theories
- 1. Web AnalyticsCONCEPTS & THEORIESMKTG*6226 //CLASS LEADERSHIP PRESENTATION // MATT CASS
- 2. agenda introduction to web analyticswhy it’s importantbasic concepts & termsweb analytics vs. data miningfocus: analyzing engagementoutput: presentation mattersweb analytics in practice
- 3. what is web analytics?web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create an understanding of the visitor experience onlinegoal:identify and target responsive customers
- 7. basic concepts & termson-siteoff-sitepage viewsconversion & abandonment rateloyaltyfrequency recencyself-reporttransaction historyonline behaviour outside of your sitebuzz general page tagging
- 8. cookies
- 9. geolocation
- 10. sentiment analysisengagementsource: Forrester Research
- 11. web analytics vs. data miningdata miningidentifying patterns and correlations within databasese.g. social network analysisdata gathering vs. data mining
- 12. data presentationknow your audience!dashboard visual summary of informationpersonaprototypical user characteristicskey performance indicatorsratios, percentages, averagesreports any combination of the above
- 13. web analytics in practicedefine your key performance indicatorstie them to your business objectivespresent your data in a meaningful wayknow your audienceuse web analytics as a learning tooltargeting and optimizingmake your “other media” more social
- 14. thank you twitter: @mattPROv1facebook: Social Media Marketing Research – Week 6
- 15. basic concepts & termshitsan action on a website, e.g. user views a page or downloads a filepage viewsactual visitor views or requests for informationvisitsunit of activity on a website unique visitorsnumber of visitors in a given timeframe unique identified visitorsunique visitor that can be tied to specific personal information
- 17. dashboard
- 20. engagement frameworksource: Forrester Research
Editor's Notes
- #8: conversion & abandonment ratenumber of starters vs. number of completersloyaltynumber of visitsfrequency average amount of time between visitsrecencytime since last desired activity
- #9: involvementthe presence of a person at the various brand touchpointsinteractionthe actions people take while present at those touchpointsintimacythe affection/aversion a person holds for a brandinfluence the likelihood a person is to advocate on behalf of a brandclick depthdurationrecencyloyalty brand feedbackinteraction
- #10: assess the interaction between internal and external factors