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Web Analytics KPIs & Other Important Acronyms!

Web Analytics KPIs & Other Important Acronyms!. Darrell Sandefur 7/8/2009. Content. Ideologies Use Case Scenarios Roles Tools of the Trade Interests KPIs Other Analytics & Metrics Q&A. Ideologies. To measure is to know – if you don’t measure, you don’t know

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Web Analytics KPIs & Other Important Acronyms!

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  1. Web Analytics KPIs & Other Important Acronyms! Darrell Sandefur 7/8/2009

  2. Content • Ideologies • Use Case Scenarios • Roles • Tools of the Trade • Interests • KPIs • Other Analytics & Metrics • Q&A

  3. Ideologies • To measure is to know – if you don’t measure, you don’t know • Make principal-based, data-driven decisions • Measure twice, report once • Determine value of non-monetary conversions • Beware intuition

  4. Use Case Scenarios

  5. Roles • Advertiser & Marketer • Architect • Business Manager • Designer • Developer • E-commerce Director • Merchandiser • Operations & Support • Procurement & Project Managers • User Experience

  6. Advertiser & Marketer • Tools of the Trade: • Advertising Management • E-mail Service Provider (ESP) • Web Analytics • Interests: • Advertising effectiveness • Conversions (conversion rate) • E-mail success • Search Engine Marketing (SEM) • What sites visitors come from • Where visitors go within site (sections) • Where visitors go after visiting • KPIs: • Ads - • Clicks (click rate or click-throughs) • Impressions • View-throughs • Affinity (audience also likes and/or visits) • E-mail - • Bounce (undelivered) • Clicks • Delivered • Opted Out • Responded • Geolocation • Page Views (PV) • Post-click Conversion Activities (PCCA) • Post-impression Activities (PIA) • Search - • Engines : • Natural keywords • Pay Per Click (PPC) keywords • Internal : • Onsite Search Terms • Number of Search Results • Traffic (frequency)

  7. Architect • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Systems – • Capacity (Load/Stress Testing) • Engineering • Upgrades • KPIs: • Page Views • Unique Visitors • FITB…

  8. Business Manager • Tools of the Trade: • E-mail Service Provider (ESP) • Web Analytics • Interests: • It depends! • KPIs: • Advertiser/Marketer KPIs • Geolocation - • Countries • Regions (time zones) • State • Cities • Monthly Unique Visitors (MUV) • Monthly Visits (MV) • Next/Previous Page Flow • Page Views for Unique Visitors • Pathing - • Entries • Exits • Searches to Orders • Time Spent on Page • Traffic Frequency (quantcast.com) - • Addicts • Regulars • Passers-by • Unique Visitors • Visit Number • Visits to Orders

  9. Designer • Tools of the Trade: • Web Analytics • Interests: • System Requirements • KPIs: • Browsers • Demographics • Mobile (devices) • Screen: • Height • Width

  10. Developer • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Application – • Performance • Specifications • Visitor (Technology) Profile • KPIs: • Browser (Types) • Cookies (On or Off) • Daily, Weekly, or Monthly Average Page Views • Daily, Weekly, or Monthly Average Unique Visitors • JavaScript – • On or Off • Version

  11. E-commerce Director • Tools of the Trade: • Web Analytics • Interests: • Conversions • KPIs: • Abandonment • Competition • Fallout • Most Popular Paths • Order Conversion Rate • Orders • Purchase Conversion Funnel - • Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket) • Average Revenue Per Unit • Average Revenue Per Visit • Average Units Per Order • Revenue • Searches to Orders (STO) • Shoppers - • NS – New Shoppers • RS – Return Shoppers • SES – Search Engine Shoppers • Visits to Orders (VTO)

  12. Merchandiser • Tools of the Trade: • Web Analytics • Interests: • A/B Testing • User Experience • KPIs: • Advertiser/Marketer KPIs • Product(s) • Site Section (channel)

  13. Operations & Support • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Availability (# of 9s) • Performance • Stability • Interests: • Page Views # or % - • Decrease • Increase • Response Time • Availability • Consistency

  14. Procurement & PMs • Tools of the Trade: • Web Analytics • Interests: • Billing • Solutions (PM) • Trending for contract licensing • KPIs: • Monthly or Annual Page Views • Server calls

  15. User Experience • Tools of the Trade: • Web Analytics • Interests: • Human-to-Computer Interaction (Heuristics) • Eye Tracking • KPIs: • Heatmap Overlay - • Graphical • Raw data • Page Flow - • Next • Previous

  16. Other Analytics & Metrics • Alexa, Compete, comScore, Hitwise, Quantcast, etc.: • Affinity (audience also likes) • Business Intelligence (BI) • Demographics (age, female/male, etc.) • Marketing Research • Online and Search Advertising/Marketing data • Gomez, Keynote, etc. (individual page or multi-step transaction): • Availability • Consistency • Performance • Other Solutions: • Google – • Alerts • Trends • Microsoft adCenter Labs (a.k.a., adLabs) • SiteCatalyst/Twitter integration

  17. Q & A • The only stupid question is the one left unasked!

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