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Metodología para profesionales de la Analítica Web

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Expongo las pautas de mi metodología en analítica web, que de basa en tres pilares: objetivos, cambio y personas.
Son las transparencias de la conferencia que impartí en el Practitioner Web Analytics 2011, en Barcelona.

Publicado en: Empresariales
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Metodología para profesionales de la Analítica Web

  1. 1. Metodología Práctica para profesionales de la analítica web Practitioner Web Analytics Barcelona - 2011martes 8 de marzo de 2011
  2. 2. Pere Rovira pere.rovira@gmail.com @pere_rovira Conversion Thursday www.conversionthursday.com @conversiont Elisa Interactive www.elisa-interactive.com pere@elisa-interactive.com Postgrado Marketing Online www.postgradomarketingonline.com @postgradomktmartes 8 de marzo de 2011
  3. 3. [ contexto ]martes 8 de marzo de 2011
  4. 4. [ cuesta mucho entender internet ]martes 8 de marzo de 2011
  5. 5. [ internet es caótico ]martes 8 de marzo de 2011
  6. 6. Avinashmartes 8 de marzo de 2011
  7. 7. ecosistema del analista web 2.0 tipo de herramienta qué mide ejemplos google analytics, omniture, yahoo clicks rendimiento analytics, webtrends, woopra, kissmetrics, ginza metrics crazy egg, clicktale, loop11, userzoom, optimización interfaz google website optimizer, test&target 4Q, Kampyle, Fivesecondtest, Uservoice, voz del cliente cliente Kissinsights alexa, google trends, google insights, google ad planner, nielsen, benchmarking contexto comscore, compete, netsuus, semrush, seo guardian radian, klout, hootsuite, brandchats, social media reputación social mention, youtube insights, vimeo, facebook insightsmartes 8 de marzo de 2011
  8. 8. “creemos que el petróleo es ilimitado, pero estamos en un ecosistema con recursos muy escasos” http://oxido-de-selenio.duroty.com/2011/02/25/las-audiencias-en-internet-o-las- trampas-al-solitario/martes 8 de marzo de 2011
  9. 9. petróleo ilimitadomartes 8 de marzo de 2011
  10. 10. ecosistema realmartes 8 de marzo de 2011
  11. 11. ecosistema tipo de qué mide ejemplos herramienta google analytics, omniture, yahoo clicks rendimiento analytics, webtrends, woopra, kissmetrics, ginza metrics crazy egg, clicktale, loop11, optimización interfaz userzoom, google website optimizer, test&target 4Q, Kampyle, Fivesecondtest, voz del cliente cliente Uservoice, Kissinsights alexa, google trends, google insights, google ad planner, benchmarking contexto nielsen, comscore, compete, netsuus, semrush, seo guardian radian, klout, hootsuite, brandchats, social mention, youtube social media reputación insights, vimeo, facebook insightsmartes 8 de marzo de 2011
  12. 12. “Nuestros planes fallan porque no tienen un objetivo. Cuando un hombre no tiene claro a qué puerto se dirige, ningún viento le es favorable” Sénecamartes 8 de marzo de 2011
  13. 13. 1. no hay análisis sin objetivos ¿ qué hace una empresa como tú en un sitio como este ?martes 8 de marzo de 2011
  14. 14. martes 8 de marzo de 2011
  15. 15. Avinashmartes 8 de marzo de 2011
  16. 16. Producto Transacción Vínculo Atenciónmartes 8 de marzo de 2011
  17. 17. atención estoy aquí para llamar la atención de la gentemartes 8 de marzo de 2011
  18. 18. atención cuota de mercado material mental social búsqueda marca sinergias propósito audience ranking concept share search ranking sector share brand ranking influencers sharemartes 8 de marzo de 2011
  19. 19. audience ranking concept share brand rankingmartes 8 de marzo de 2011
  20. 20. influence share search rankingmartes 8 de marzo de 2011
  21. 21. martes 8 de marzo de 2011
  22. 22. ¿ vale la pena ?martes 8 de marzo de 2011
  23. 23. ¿ vale la pena ? Según las métricas tradicionales, no vale la pena 8% menos de tráfico directo 70% más tráfico marca “webanalytics.es” 18% menos tráfico marca “pere rovira”martes 8 de marzo de 2011
  24. 24. según las métricas adecuadas, sí que vale la pena + 30 menciones en twitter + 25 nuevos seguidores +12,000 nuevos impactos potenciales atención de la buena :)martes 8 de marzo de 2011
  25. 25. vínculo estoy aquí para establecer un vínculo con la gentemartes 8 de marzo de 2011
  26. 26. vínculo cuota de conversación influencia (push) feedback (pull) empatía prestigio roi mejoras soporte % viralidad % mejoras implementadas % recomendaciones % dudas resueltas % insultos % respuestas % influencia en roimartes 8 de marzo de 2011
  27. 27. martes 8 de marzo de 2011
  28. 28. + de 24 dudas atendidas + de 6 mejoras sugeridas (2 implementadas ya) + de 30 recomendaciones de artículos sugerencias de becas contacto para descuento en libros ¿ a quién le importa el número de followers ?martes 8 de marzo de 2011
  29. 29. transacción estoy aquí para realizar operaciones con la gentemartes 8 de marzo de 2011
  30. 30. transacción ingresos macro conversión micro conversión ventas contactos impresiones buscar ver descargar etc. euros totales % influencia en euros totales euros / visita % influencia en euros / visita euros / persona % influencia euros / persona cpa / canal % influencia cpa / canalmartes 8 de marzo de 2011
  31. 31. macro conversión = leadmartes 8 de marzo de 2011
  32. 32. micro conversiones medidas con eventos de Google Analyticsmartes 8 de marzo de 2011
  33. 33. producto estoy aquí para conocer mejor a la gente (y de paso a mí)martes 8 de marzo de 2011
  34. 34. usar páginas de producto para analizar cómo quieren los productos los usuarios: ¿Cómo quieren que sea el Peugeot 5008? ¿Qué les interesa de este coche? La analítica web se convierte en estratégicamartes 8 de marzo de 2011
  35. 35. usar datos de mercado para informar la estrategia de marketing en internet y FUERA de internet La analítica web se convierte en estratégicamartes 8 de marzo de 2011
  36. 36. usar youtube para analizar / testear el contenido / anuncios TVmartes 8 de marzo de 2011
  37. 37. transacción producto > 60,000€ homepage B + 12% € / visita > 240€ / venta (-7%) listado de masters al alza > 4,7€ / visita (+ 12%) ranking competidores > 2000 fans > 10 comentarios > 35,000 visitas > 85% dudas resueltas 4% concept share (- 20%) 4 grandes ideas (+ 100%)atención vínculomartes 8 de marzo de 2011
  38. 38. “Temo el éxito. Tener éxito significa terminar nuestra tarea en la tierra, como la araña macho a quien la hembra mata cuando ha finalizado su conquista. Prefiero el estado de cambio perpetuo, con un objetivo en frente y no detrás” Shawmartes 8 de marzo de 2011
  39. 39. 2. no hay mejora sin cambio recoger datos o crear conocimiento, esa es la cuestiónmartes 8 de marzo de 2011
  40. 40. cambio alerta uso monitorizar la variación de tráfico para determinados contenidos contenidos / secciones / eventos / ... marca monitorizar la popularidad de nuestra marca monitorizar el porcentaje de nuestro tráfico que es calidad de calidad monitorizar el número de posibles clientes que nos clientes lleganmartes 8 de marzo de 2011
  41. 41. cambiomartes 8 de marzo de 2011
  42. 42. cambio fase acción relación entre macro y micro conversiones análisis mapa de clicks estudio de personas “si el buscador fuera más visible, tendríamos más búsquedas” hipótesis “si el buscador tuviera un botón más claro, tendríamos más búsquedas” “si el lenguaje empleado en el buscador fuera distinto, tendríamos más búsquedas” medimos la situación actual oportunidad construimos escenarios de oportunidad, con ganancias estimadas testeo A/B - decidir una u otra versión (1 hipótesis) testeo testeo multivariante - decidir entre varios elementos cambiados (1 o más hipótesis) conclusiones ¿la hipótesis es validada? ¿cuál es el impacto? ¿es necesario refinar el experimento? analizamos los datos con la versión ganadora confirmación testeamos refinamientos o re-validaciones de la hipótesis con menor % de tráficomartes 8 de marzo de 2011
  43. 43. sabiduría conocimiento información datosmartes 8 de marzo de 2011
  44. 44. martes 8 de marzo de 2011
  45. 45. los datos son estáticos (google maps siempre da la misma ruta)martes 8 de marzo de 2011
  46. 46. el conocimiento es cambio (el taxista sabe qué ruta para qué momento)martes 8 de marzo de 2011
  47. 47. datosmartes 8 de marzo de 2011
  48. 48. conocimientomartes 8 de marzo de 2011
  49. 49. 3. trabajamos con y para personas las decisiones las toman (o las impiden) las personasmartes 8 de marzo de 2011
  50. 50. Avinashmartes 8 de marzo de 2011
  51. 51. “personas como Bryan Eisenberg son muy difíciles de encontrar” Peremartes 8 de marzo de 2011
  52. 52. “por cada 10€ invertidos en datos, invierte 90€ en conocimiento” Peremartes 8 de marzo de 2011
  53. 53. martes 8 de marzo de 2011
  54. 54. martes 8 de marzo de 2011
  55. 55. táctica qué hacemos implicar a toda la empresa en la fase de definición de objetivos y empatía entorno de reporting formación, formación, formación KPIs relacionados con el negocio --> método Wong negocio No admitir peticiones de informes, sólo preguntas de negocio ligar cada KPI a un objetivo a 6 y 12 meses vista, con un metas responsable de que se cumpla simplicidad el reporting deben ser ideas / respuestas, nunca números aisladosmartes 8 de marzo de 2011
  56. 56. metodología en 3 puntos objetivos + cambio + personasmartes 8 de marzo de 2011
  57. 57. gracias :)martes 8 de marzo de 2011
  58. 58. Pere Rovira pere.rovira@gmail.com @pere_rovira Conversion Thursday www.conversionthursday.com @conversiont Elisa Interactive www.elisa-interactive.com pere@elisa-interactive.com Postgrado Marketing Online www.postgradomarketingonline.com @postgradomktmartes 8 de marzo de 2011

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