Post on 01-Nov-2014
description
www.kaushik.net
www.marketmotive.com
@avinash
Three Activities
Data CollectionGet the complete picture
Data AnalysisDive into the data and recommend action
Data ReportingMake it meaningful and get it in the right hands
Three Skills
LeadershipTo set goals
Web AnalystTo dive into the data and recommend action
Front End DeveloperTo implement tracking
What skills do I need?• Business Acumen – I need to understand your firm
• Decision Making Skills – I need to be decisive so we can take quick action
• Problem Solving – I need to think on my feet to answer a variety of questions
• Understanding Digital Marketing – I need a basic understanding of all aspects of
digital marketing
• Adaptation Skills – I have to roll with the changes in the firm
• Strong Communication Skills – Nothing changes if problems and solutions are not
communicated well
• Political Skills – This goes without saying in any business and the skills are a must in order
have the team’s back
• Patience – This is a must when conveying complex information
What do I cost?
Check out Compensation Survey from Legal Marketing Association,
http://www.legalmarketing.org/salary_survey
What skills do I need?• Business Acumen – I need to understand your firm
• Problem Solving – I need to think on my feet to answer a variety of questions
• Data Visualization Skills – I have to turn data into information that is easily consumed
• Understanding Traffic Drivers – I need to understand the basics of SEO, email marketing and
other acquisition methods
• Adaptation Skills – I have to roll with the changes in the firm
• Strong Communication Skills – Nothing changes if problems and solutions are not
communicated well
• Political Skills – This goes without saying in any business
• Technical Skills – I don’t need to know how to code but I need to know what is possible
• Patience – This is a must when conveying complex information
• Self Starter – Great in any position but a must here in order to keep up with the field
What do I cost?
Entry level Web Analysts make $53,000 per year (work.chron.com).
What skills do I need?• Business Acumen– I need to understand your firm
• JavaScript Knowledge – This will be critical to any successful analytics implementation
• Regular Expression – Depending on your Analytics tool this skill is a necessity
• HTML 5 and CSS – I will be editing the code on your site so I should know the ramifications of
those edits to ensure nothing goes wrong
• Strong Communication Skills – Nothing changes if problems and solutions are not
communicated well
• Patience – This is a must when conveying complex information
• Political Skills – This goes without saying in any business
• Programming Language Skills – Whatever programming language is used for your website I
need to know what I am doing. I will be editing the code on your site so I should know the
ramifications of those edits to ensure nothing goes wrong
What do I cost?
Entry level Front End Developers make $70,000 per year (www.roberthalf.com).
1. What are the Key Performance
Indicators (KPIs) and Micro
Conversions (MCs) for our website?
2. What all the ways we expect to
acquire traffic?
After talking with firm
leadership we have agreed the
KPIs are X, Y and Z. Also here
are our traffic acquisition
strategies. Go and implement!
Helpful blog post on Identifying Key Performance
Indicators & Micro Conversions on B2B Websites
http://bit.ly/1fae5Wj
Ok I have my marching orders now I
need your help.
1. Is the tracking code on every page
of all our sites, blogs, microsites,
etc?
2. Do we need any customized
coding to track events?
3. How do I track Campaigns with
our chosen Analytics tool
I’m on it!
Here are my next steps
Step 1. Is this code on all my sites?
Step 2. Has Siteimprove added all my sites to be tracked?
As a test you can ‘right click’ on any page, select ‘view source’, hit
‘Ctrl + F’ and search for ‘Siteimprove’
Step 3. Are all my critical interactions being tracked?
The Web Analyst needs to review your analytics tool to see
if your KPIs and MCs are being picked up.
If not your Developer may need to implement Event
Tracking. Helpful blog post here on How to Track Key
Performance Indicators and Micro Conversions with Events
http://bit.ly/1lNqUsB
Suggestions to look out for:
• PDF clicks
• Video views
• Vcard downloads
• Clicks on tab based content
Step 4. Are all my Acquisition methods being tracked?
If you are like most firms and do email marketing then the
answer is no.
Here your Web Analyst will have to ensure that Campaign
Tracking is part of your process.
Helpful blog post here on how to Make Campaign Tracking
Part of Your Website Measuring Process
http://bit.ly/1h6Vk1k
The implementation is now complete
and we are picking up all necessary
data. Over to you to do something
with it.
I’m on it!
On to analyzing the data
Ok, so how did each of these
perform over the past (insert
time period here)
Publications subscribers is one of
our KPIs
Last month – 300 subscribers
This month – 400 subscribers
That is a 33% increase! Should we
party? Not yet.
Once the big picture performance of KPIs and MCs is clear a
good Web Analyst will ask why?!
One way to get to the bottom of things is to segment the data
by one or more of these data types:
1. Acquisition – the way people arrived at the site
2. Behavior – what they did on the site
3. Outcomes – did they convert
In this case we already are looking at Outcomes so adding
Acquisition and/or Behavior segments could be helpful.
KPI – Publications signups Outcomes segment
Search traffic, email traffic, Linkedin traffic, etc. Acquisition segments
Time on site, pages visited, etc. Behavior segments
Are there any clues in these segments
that point to why there was a 33%
increase in conversions?
After finding a clearer picture of
‘why’ with segmentation the Web
Analyst needs to go even further!
Context must be added. What
factors outside of the data
influenced the conversion uptick?
• Speaking engagements
• Individual attorneys pushing the
publications
• Something less obvious
Big Picture
+
Segmentation
+
Context
=
More valuable information
AND
The ability to recommend action
I need to go through all four steps for
each KPI and MC
1. Big picture
2. Segment
3. Context
4. Recommend Action
Great but I don’t want to
see anything until the
data is in a format I can
easily understand
This is not
Sending out a report once a month
containing standard information with
no context or recommendations
This is
Providing recommendations based on
the data in a format that is easy to
understand so leadership can take
decisive action
LinkedIn50
Search50
Client Alerts75
Newsletter 125
How 300 subscribers arrived
February 2014
LinkedIn25
Search50
Newsletter125
Client Alerts
200
How 400 subscribers arrived
March 2014
33% increase
in subscriptions
Why so much more in March?
Bankruptcy Alert generated a total of
130 subscribers!
What should we do in April?1. Send out 3 Client Alerts like we did in March
1. Provide further insight into the bankruptcy alert from March
2. Create content around the bankruptcy topic and place that in the Newsletter
Three Skills
LeadershipTo set goals
Front End DeveloperTo implement tracking
Web AnalystTo dive into the data and recommend action
Upcoming Siteimprove Webinar – Website
Content Consistency- Why It's Important and
How to Sustain It
What – A review of the harm inconsistent content
can have on your organization, how this became a
problem and a process for how to attack the issue
When – Wednesday, May 7 at 1:00 pm Central
How do I register? – Follow this link,
http://go.siteimprove.com/webinar5b
Helpful Links
Identifying Key Performance Indicators & Micro Conversions on B2B Websites -
http://blog.onenorth.com/2014/04/24/identifying-key-performance-indicators-micro-
conversions-on-b2b-websites
How to Track Key Performance Indicators and Micro Conversions with Events -
http://blog.onenorth.com/2014/04/25/how-to-track-key-performance-indicators-and-micro-
conversions-with-events/
Make Campaign Tracking Part of Your Website Measuring Process -
http://blog.onenorth.com/2014/04/28/make-campaign-tracking-part-of-your-website-
measuring-process
Siteimprove Blog - http://blog.siteimprove.com/web-governance-blog
One North Interactive Blog – http://blog.onenorthinteractive.com
Avinash Kaushik Blog – http://www.Kaushik.net
Next Siteimprove webinar - http://go.siteimprove.com/webinar5b
Resources
Images
www.scienceonline.com
www.evidencemag.com
www.bonders.org
www.macforensicslab.com
www.blogsmonitor.com
www.paraelink.org
www.kadro.com
www.lore.de
www.advicemedia.com
www.reedbusinessopleidingen.com
www.bruceclay.com
www.Kaushik.net
www.Keoghs.co.uk
www.limerickcityofculture.ie
www.psdgraphics.com
www.iconarchive.com
Information
http://online-metrics.com/web-analyst/
https://drupal.org/node/1245650