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WEB ANALYTICS PART 3
Aniruddha (“Anil”) Gupte
Data Categories
• Referrers1
• Temporal2
• Geographic3
• Technologies4
• Demographic5
Referrers1
• The “Caller-ID of the visitor
• Categories
• Other Sites (links)
• Search (Keywords)
• “Blank”
Blank could mean:
• The customer typed in the
URL by hand
• The customer had the page
bookmarked
• The customer was using
privacy protection software
that blocked the referrer
• The referring site is blocking
referrer information
Why are Referrers important?
• Easy to interpret
• They are actionable
• SEO Rankings
• Possible Customer referrals
• Possible Critics!
• Critical Marketing success
factor
• The right referrers
(or lack thereof) can
make or break a
website
• Referrers are key to
understanding the
market
Temporal
• Categorize by month, week, day,
even by hour
• Time of day, Part of week, etc.
• Real time data also available
2
• Most real insights require
custom reports
• Best used in conjunction with
other metrics/sources
• Time on Page
• Time on Site
Web Analytics 3
Web Analytics 3
Web Analytics 3
Time is a
component of
insights and
rarely used
alone
Geographic3
• Possibly the most important data for
segmenting the market
• The possibility of error is lowest
• Again, combining with other data is
extremely useful
• Language vs. Location
• Cultural factors become important (what
is offensive/negative in a culture?)
One key factor in Geography
is operational:
• Geo->IP V.6
• Load balancing/Caching
• Data flow to Geographic
divisions in company
There are
many ways to
visualize
data.
Technologies4
10.1.1.1 - - [08/Feb/2004:05:37:49 -0800]
"GET
/cs/loganalysistools/a/aaloganalysis.htm
HTTP/1.1" 200 2758
"http://webdesign.about.com/"
"Mozilla/4.0 (compatible; MSIE 6.0;
Windows 98; YPC 3.0.2)"
• Operating System
• Browser
• Device
• Security levels
• Again, combines with
other data
• External Data (e.g.
Demographics)
• Website data (e.g. Time
of day)
Technology
defines
Markets!
Demographics
• “Third Party Cookies”
5
Basic metrics
• Age
• Gender
• Interests
• Parental Status
Warning: “Not all of your users may have
demographics associated with them, so these
reports may only represent a subset of your
users and may not be representative of your
overall site composition.”
Demographics
• Easy to use alone
• …but also great in
combination with other
metrics
• Another Critical Marketing
Success factor
• Segmentation within Google
Analytics is very powerful
• Demographics are
well understood by
marketers
• …and therefore
quickly actionable
QUESTIONS?

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Web Analytics 3

  • 1. WEB ANALYTICS PART 3 Aniruddha (“Anil”) Gupte
  • 2. Data Categories • Referrers1 • Temporal2 • Geographic3 • Technologies4 • Demographic5
  • 3. Referrers1 • The “Caller-ID of the visitor • Categories • Other Sites (links) • Search (Keywords) • “Blank”
  • 4. Blank could mean: • The customer typed in the URL by hand • The customer had the page bookmarked • The customer was using privacy protection software that blocked the referrer • The referring site is blocking referrer information
  • 5. Why are Referrers important? • Easy to interpret • They are actionable • SEO Rankings • Possible Customer referrals • Possible Critics! • Critical Marketing success factor
  • 6. • The right referrers (or lack thereof) can make or break a website • Referrers are key to understanding the market
  • 7. Temporal • Categorize by month, week, day, even by hour • Time of day, Part of week, etc. • Real time data also available 2
  • 8. • Most real insights require custom reports • Best used in conjunction with other metrics/sources • Time on Page • Time on Site
  • 12. Time is a component of insights and rarely used alone
  • 14. • Possibly the most important data for segmenting the market • The possibility of error is lowest • Again, combining with other data is extremely useful • Language vs. Location • Cultural factors become important (what is offensive/negative in a culture?)
  • 15. One key factor in Geography is operational: • Geo->IP V.6 • Load balancing/Caching • Data flow to Geographic divisions in company
  • 16. There are many ways to visualize data.
  • 17. Technologies4 10.1.1.1 - - [08/Feb/2004:05:37:49 -0800] "GET /cs/loganalysistools/a/aaloganalysis.htm HTTP/1.1" 200 2758 "http://webdesign.about.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows 98; YPC 3.0.2)"
  • 18. • Operating System • Browser • Device • Security levels
  • 19. • Again, combines with other data • External Data (e.g. Demographics) • Website data (e.g. Time of day)
  • 22. Basic metrics • Age • Gender • Interests • Parental Status Warning: “Not all of your users may have demographics associated with them, so these reports may only represent a subset of your users and may not be representative of your overall site composition.”
  • 23. Demographics • Easy to use alone • …but also great in combination with other metrics • Another Critical Marketing Success factor • Segmentation within Google Analytics is very powerful
  • 24. • Demographics are well understood by marketers • …and therefore quickly actionable