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Buidling a Web Analytics Meaurement Model for Online Success

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Miko Kershberg

on 18 July 2015

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Transcript of Buidling a Web Analytics Meaurement Model for Online Success

Web Analytics Measurement Model
And a bonus...
MIKO KERSHBERG
FREE WEBINAR WEDNESDAYS
ACQUISITION
BEHAVIOUR
OUTCOMES
KEY FACTORS
How are you anticipating acquiring traffic for your website? Are all three components of successful acquisition covered:
Earned
,
Owned
,
Paid
media? How would you
prioritize
each? Where are you
spending
most of your efforts?
What is the behaviour you are expecting when people arrive? What pages should they
see
? What videos should they
watch
? Should they visit
repeatedly
? Are there certain
actions
they should take? What is unique about your effort that ties to an
optimal experience
for a customer?
What outcomes signify value delivered to the business bottom-line? A
download
? A
phone call
to your call center? A qualified
online lead
?
Signing up
for email promotions? People
buying
your product / services? A 95%
task completion rate
? A 10 point lift in
brand perception
?
REPORT EXAMPLE
Answer the question:
WHY DOES YOUR WEBSITE EXIST?
Objectives (2-3) must be DUMB: Doable, Understandable, Manageable, Beneficial
Answer the question:
WHAT GOALS CAN WE SET TO MEET THE BUSINESS OBJECTIVES?
Goals are:
Specific strategies you’ll

leverage to accomplish your business
Answer the question:
WHAT ARE THE MEASUREMENTS THAT WILL ENSURE WE SUCCEED AGAINST OUR GOALS?
Answer the question:
WHAT DOES SUCCESS LOOK LIKE?
Answer the question:
WHAT ARE THE MOST IMPORTANT SEGMENTS TO FOCUS ON FOR EACH GOAL THAT WILL HELP US UNDERSTAND AND MEET OUR OBJECTIVES?
A KPI is:
a measure that helps you understand how you are doing against your objectives.
Targets are:
numerical values you’ve pre-determined as indicators of success (or failure).
Segments are:
group of people, their sources, onsite behaviour, and outcomes.
A KPI should be:
UNCOMPLEX
RELEVANT
TIMELY
INSTANTLY USEFUL
AT THE END OF THE PROCESS, IT SHOULD LOOK LIKE THIS:
A VERY SIMPLE EXAMPLE - BEST BUY:
SHOULD BE DONE WITH SENIOR / TOP-LEVEL MANAGEMENT
SHOULD BE DONE WITH EXECUTIVES
SHOULD BE DONE WITH EXECUTIVES, LED BY ANALYSTS
SHOULD BE DONE WITH EXECUTIVES
SHOULD BE DONE WITH EXECUTIVES, LED BY ANALYSTS
CREDIT:
AVINASH KAUSHIK - WWW.KAUSHIK.NET
MARKET MOTIVE - WWW.MARKETMOTIVE.COM
CONTEXT
The single biggest mistake being made is
working without purpose
.
Almost always we dive into the ocean of data first.
We never ask questions.
No questions. No tie to what's important.
No impact from the data.
Result?
Our work lacks purpose.
No involvement of key stake holders.
No understanding of the why.
PURPOSE -
Answering the 4 questions:
Why should you come to work?
What should the focus of your work be?
What level of performance indicates success or failure?
What dimensions, if analyzed, will deliver business insights?
KNOWNS & UNKNOWNS
known knowns
known unknowns
unknown unknowns
These are things we know that we know.
Things that we know we don’t know
Things we don’t know we don’t know
Most of the time spent by Marketers & Analysts tends to be spent looking for "known knowns".
"Oh look Google is still our Number 1 referrer and we are selling lots of product x as we always do. Yea!"
Some of our time is spent reacting to the "known unknowns".
"I would like to know when conversion rate dips below q%, let me go see if that happened last week."
None of it is spent looking for the "unknown unknowns".... mostly because it is a hard problem to solve.
"I did not even know 20% of our customers were from Australia and that 9 days ago they all stopped coming to our site"
Your default analytics view
Or even your dashboard
The Known Knowns
ENTER....
UNKNOWNS!
INTELLIGENCE!
WHEN YOU LOG IN TO ANALYTICS
CLICK THE "HOME" TAB
AND GET THE INTELLIGENCE
THE UNKNOWN UNKNOWNS
See the details
Choose the time-frame
Metric vs dimension
Do even more
Set the importance to low
See the graph & go to the report
WATCH THE OFFICIAL VIDEO
'http://youtu.be/gRvUpoTT-Bo'
THE KNOWN UNKNOWNS
SOME EXAMPLES
Full transcript