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Web Analytics 101

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by

aya golan

on 18 September 2014

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Transcript of Web Analytics 101

Web Analytics 101
SWOT Analysis & Competition Overview
What Is Web Analytics?
The practice of measuring, collecting, analyzing and reporting on Internet data for the purposes of understanding how a website is used by its audience and how to optimize its usage>
- Web (Digital) Analytics Association
Who Are the Players?
Quantitative vs Qualitative
Identify Your Competitors
Direct Competitors: Identification Criteria

Who is visiting the site?
How long do they stay?
What are they looking at?
What?
Why?
Direct Competitors: same product/category
Indirect Competitors: similar product/category
1) At least 2 identical products: Session Playback & Heatmaps.
2) Acknowledge that ClickTale is their MAIN competitor.
Cheaper but
"Does the Job"
Aggressive
Strong Brand
Full Pack
Resources
Small & Aggressive
Big & Mature
Internal Origin
External Origin
Strengths
Weaknesses
Opportunities
Threats
Established in the market

Quick deployment

Visually appealing interface

Integration with partner solutions
Eye-tracking tech

Two-front competition

Legal environment

App market ($25 billion)

Chinese market?

Future: context analytics

Tech: BOT replay

Privacy & security: Cloud

Changing internal environment

Google Analytics Summit 2014 – The future of web analytics
Context Analytics
More Brand Awareness
China?
More Stable Internal Environment
App Market
+
How many page views?
What is the click rate?
Page views this hour/day/week/month/year?
What is the ratio of unique/returning visitors?


Is this content useful?
Is this the right image?
What elements are misleading?
Does this layout work better for this segment?


Is this page element useful?
Movement between pages:
What goes on the page itself:
Established in 2010, based in Copenhagen, 11-50 employees.
Full transcript