1. 6th June, 2010 (19:00 – 22:00) Web Analytics? Why do we need that?- Kenneth Kwok Support by: Sponsor by: Partnership with:
2. Agenda 19:00 – 19:30 Reception Open 19:30 – 19:45 Update on Hong Kong WAW 19:45 – 20:45 Web Analytics? Why do we need that? 20:45 – 21:15 Group Activities 21:15 – 22:00 Networking
6. Step 1: Define Goal What are your objectives or goals?Eg. Improve online conversion, effective marketing spend and etc Define measureable goals with time frame!If it is not measurable then it equal no value. Define metric & segmentation (KPI) Priorities your goals!Focus on top 5 priorities not 100 and lay down milestone Research the tools!Too many tools in the market so find what is the best fit
7. Step 2: Implement Understand the business goals and objectiveClearly understand what need to be track and place tracking correctly Technologies being useThere are many solution in the market, but each solution have different method to track data. Most of the time is not the Out of the box function but customisation is the key Review with the businessEnsure data are capture correctly by reviewing with the business owner Documentation of customise trackingSince different solution have difference in coding therefore ensure keep track of what have been done on the site in order to debug issues properly
8. Step 3 - Analysis Review define goalEnsure all the analysis are stay on track and not derail to other business objective. Stay focus is the key! Review data being collectedEnsure all the data are being track correct and validate data being collect are not due to any other influence such as promotion or system outage Combine metrics & segmentation in each dimensionsMake sure you drill down to detail for any analysis on the site. Compare metrics & segmentation of the data to ensure it make sense. Don’t afraid to challenge the data, if needed use other sources to double verify Suggest solution & propose next stepBase on the outcome of the analysis, provide report back to the management with suggestions and findings
9. Step 4 - Optimise Who need to be involve?Most of the optimisation do require both business & non business unit. Therefore, Role and Responsibilities is very critical How to get valuable data?To ensure you get valuable data, ensure you conduct a A/B Testing or Multivariate Testing with proper tracking mechanism to allow the data can be segmented How long should I run the test?Normally you should run the test for at least 1 month. Unless you have a huge traffic/data site but 1 month is still highly recommended How many test should I run?There are always many idea floating around so make sure test the high impact and low effort idea so it won’t take too long to implement. Also running too many at once will affect your result. So make sure you don’t do more than 5 test and not over lapping the dimensions
10. Step 5 – Measure Compare testing resultOnce you have complete your variant testing or other optimisation effort, compare it and ensure you tie it with your goal which being define in the early process ObserveDuring the process you might want to look at the user behavior using other report which normally you don’t look at. Sometimes you might find more interesting data to support your measurement Highlight the good and badNot all test/optimisation will produce positive result, so do be afraid to highlight data that got worsen (Certainly that is not you want) Share result on a regular basesRemember, sharing information to all the party to ensure everyone is aware of the progress of the optimisation, especially the management team. If something go very well / very bad, decide quickly and move onto the next test.
11. Step 6 - Action What next?Once you are happy with your result, you can finialise the changes and redefine your goals. If not back to Step 3 and restart the optimisation process. Keep the Report & ReportingOnce you have one of your goal achieve, don’t stop there! Ensure you keep the data reporting as it is now become your assets to evaluate if you need to go back and revisit your goal again. When can we stop this process?The answer isNEVER! If you stop this after all the effort, basically you waste all your investment. To keep improving then you can be able to increase your profit and reduce your cost.
12. Governance – Most Important Who should own this project?Great question! Anyone?Suggest an independent team/consultants who will not lean towards any department to provide neutral analysis. What is their role & responsibility?These include the followings: Help business to define goals Project manage through-out the process Review implementation / ensure data collection quality Provide analysis and report to all parties Define company Key Performance Index Linkage between business and non-business unit
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