Web analytics process
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This document outlines a web analytics process including: 1) Micro-segmentation and personalization, real analytics including attribution and behavioral segmentation, and meaningful reporting including two-tiered segmentation and KPIs. 2) Developing a web analytics strategy by determining goals, gathering requirements, translating goals into KPIs, and using data-driven insights for optimization. 3) The importance of connecting business objectives, website goals, and key metrics to make data relevant and measure success.
Web analytics process
- 2. WEB ANALYTICS ROADMAP Micro-Segmentation & personalization • Segmentation Testing Plan • Data Warehouse Integration • Modeling & Micro Segmentation Real Analytics • Attribution Analysis • Use-Case & Functional Studies • Full Behavioral Segmentation Meaningful Reporting • Two-Tiered Segmentation • KPIs Segment / Visitor Type • Standardized Success Framework Solid Infrastructure • Robust Meta-Data • Visitor Data Enrichment • Clean Data Feed • Ongoing Governance
- 5. OPTIMIZATION STRATEGY Determine Business, Organization, Marketing and Website Goals Gather Business Requirements Develop, present and finalize Goals and Key Measurements Translate Goals into KPIs Validate KPIs and solidify Project Timeline: Scope Meeting Develop SDR (implementation guide) Consult with Creative and Development teams on deployment best practices Develop Code / Tracking Tags Consult on third party data integration needs QA and validation of web analytics data Iterative code updates as needed Dashboard set up Wireframe development Reporting and Analysis User Training Data-Driven Insights and Recommendati on for Performance Optimization Stakeholder interviews Discussion guides / Questionnaire Facilitation of workshop sessions Business requirements documentation (Salesforce) KPIs documentation (Salesforce) Solution Design Reference (SDR) Code development and delivery Validation of proper code implementation Against plan Online Dashboards SSRS report Excel Documents Training work sessions Reports / Analysis Optimization recommendation considerations
- 6. ANALYTICS REPORTING VS STRATEGY Business Objectives + Website Goals = Better Decisions Objectives Measurements Objectives MeasurementsGoals
- 7. WEB ANALYTICS STRATEGY • Business Objectives • Website Goals • Key Performance Indicators • Web Metrics • Data collection code and custom tags
- 8. MAKE DATA RELEVANT • Business Objective Increase engagement and retain visitors • Website Goals More than 3 pages per visit More than 1 minute per page • Key Performance Indicators New vs Returning, depth of visit, time on page, loyalty…
- 9. MEASURE SUCCESS Response Metrics • Track goal conversions, Business Metrics exits, leads, subscribers • Track repeat visits, pages Usability Metrics per visit, bounce rate • Track inbound links, Google Index, SEO Metrics page ranking