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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

Web Analytics KPIs & Other Important Acronyms!

Darrell Sandefur

7/8/2009


Content
Content

  • Ideologies

  • Use Case Scenarios

  • Roles

    • Tools of the Trade

    • Interests

    • KPIs

  • Other Analytics & Metrics

  • Q&A


Ideologies
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



Roles
Roles

  • Advertiser & Marketer

  • Architect

  • Business Manager

  • Designer

  • Developer

  • E-commerce Director

  • Merchandiser

  • Operations & Support

  • Procurement & Project Managers

  • User Experience


Advertiser marketer
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)


Architect
Architect

  • Tools of the Trade:

    • Performance Monitoring

    • Web Analytics

  • Interests:

    • Systems –

      • Capacity (Load/Stress Testing)

      • Engineering

    • Upgrades

  • KPIs:

    • Page Views

    • Unique Visitors

    • FITB…


Business manager
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


Designer
Designer

  • Tools of the Trade:

    • Web Analytics

  • Interests:

    • System Requirements

  • KPIs:

    • Browsers

    • Demographics

    • Mobile (devices)

    • Screen:

      • Height

      • Width


Developer
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


E commerce director
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)


Merchandiser
Merchandiser

  • Tools of the Trade:

    • Web Analytics

  • Interests:

    • A/B Testing

    • User Experience

  • KPIs:

    • Advertiser/Marketer KPIs

    • Product(s)

    • Site Section (channel)


Operations support
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


Procurement pms
Procurement & PMs

  • Tools of the Trade:

    • Web Analytics

  • Interests:

    • Billing

    • Solutions (PM)

    • Trending for contract licensing

  • KPIs:

    • Monthly or Annual Page Views

    • Server calls


User experience
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


Other analytics metrics
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


Q & A

  • The only stupid question is the one left unasked!


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