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Advanced Web Analytics - Penn State Web Conference 2010
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The advanced web analytics presentation from the Penn State Web Conference on June 7, 2010.
Shelby ThayerSeguir
Director of Web Strategy and CRM en Penn State UniversityPublicidad
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Advanced Web Analytics - Penn State Web Conference 2010
- Advanced Web Analytics Shelby Thayer Joshua Ellis Outreach Marketing and Communications
- Before we even mention measuring a website, we need to truly understand the purpose of the website.
- Increase: Prospects Applicants Enrollments Donations Alumni memberships Improve: Customer service User engagement
- Key Performance Indicators Measures to use to see if your website is meeting its objective(s).
- Competitive Intelligence (Alexa, Hitwise, Compete, etc.) Voice of Customer (Feedback forms, surveys, usability testing, etc.) Web site Behavior Onsite Analytics (Google Analytics, Omniture, Webtrends, etc.)
- Web site Behavior Onsite Analytics (Google Analytics, Omniture, Webtrends, etc.)
- Data Limitations
- Segmentation
- SEO and Brand
- How much does poor design cost?
Notas del editor
- This is the most important question you can ask yourself. Why do you have a website? What’s the point?
- So what is your goal. It may be one of these, it may be something different. When we talk about dispersing information, we’re talking about making sure the *right* audience is reading the most relevant information. When we’re talking about customer service
- What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
- What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
- What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
- What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
- WA doesn’t just cover your web site tagged pages. It covers everything you can measure about the customer. Your web site analytics tell you the what ... what visits did we get? where did they come from? what visitors successfully accomplished their task? Voice of customer tells you the why – why did these customers accomplish my task? or, even more telling? why *didn’t* they?
- WA doesn’t just cover your web site tagged pages. It covers everything you can measure about the customer. Your web site analytics tell you the what ... what visits did we get? where did they come from? what visitors successfully accomplished their task? Voice of customer tells you the why – why did these customers accomplish my task? or, even more telling? why *didn’t* they?
- What’s your goal? You may have multiple goals, and that’s ok. Just make sure you have a goal.
- Web analytics helps you optimize all marketing channels, even offline.
- You must. If you’re really serious about making data driven decisions, you must track everything.
- Why do we want to do all this – tracking everything takes time and effort.
- If your marketing via print or if you’re sending a message via eLion where you can’t have link text, make sure to use a vanity that redirects to a trackable URL.
- All the traffic in the world doesn’t matter if your users don’t do anything else on the site. This goes back to your website goals. Let’s say your goal is to get people to donate money. If users get your website and spend 10 minutes on the site but they don’t actually donate , it doesn’t matter. You need to be able to measure to the donation or at least as far as you can get to the donation.
- You must. If you’re really serious about making data driven decisions, you must track everything.
- For higher education sites, because so many websites are decentralized, our big goals may happen off our site. That’s where micro conversions come into play. For us there are two types of micro conversions – One that we need to use because we cannot measure the macro conversion One that we use with the macro conversion to see what other actions on our website are important Track these through events – Joshua will go over the specific of events later on.
- Now it’s time to talk about segmentation.
- Can you split that entire group up into audience segments?
- Even better – can you segment a little further – Their first batter is a right hander, he averages .325 and he usually hits it to the right side of the field.
- Looking at pages per visit of the entire site doesn’t tell you much. But if you start to break it down by visitor segments, you get a better picture.
- Make sure when you're measuring for brand that you use "like" date ranges.
- Page value is a way for you to prioritize the importance of pages on your website. When you are optimizing your website, you'll probably want to start with the pages that are contributing to your goal the most. You can see this using the page value metric. In order to do this, you need to give your goal a dollar value. That way the system them knows how much the goal is worth and can calculate how much each page is contributing to the goal. Page 123 of Brian Clifton's new book.
- How much does poor design cost? Can you monetize a poor (or good) design?
- How much does poor design cost? Can you monetize a poor (or good) design?
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