A practical introduction to Web analytics for technical communicators

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A practical introduction to Web analytics for technical communicators Samartha Vashishtha and Vikrant Rai Adobe Systems

description

A solid foundation in Web analytics helps technical communicators prioritize and optimize content delivery. In this session, we will demonstrate how you can gain insight from the numbers you derive using Web analytics tools. We will discuss Web analytics terminology, tools, strategies, case studies, and techniques that you can start using as soon as you get back to work.

Transcript of A practical introduction to Web analytics for technical communicators

Page 1: A practical introduction to Web analytics for technical communicators

A practical introduction to Web analytics for technical communicators

Samartha Vashishtha and Vikrant Rai Adobe Systems

Page 2: A practical introduction to Web analytics for technical communicators

Why analyze

Measure user engagement

Identify priority content

Discover areas for value-added

content

Act on quantitative

feedback

What gets measured gets managed. - Peter Drucker

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Analysis drives insight

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Many ways to analyze

Built-in dashboards in several tools...

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Key concepts

Report suite

KPIs

Traffic vs conversion

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Key traffic parameters

...and calculated metrics

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Parameters relevant to content

Engagement

Discoverability

Content Experience

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Content engagement

Time spent on page

Visitor retention

Bounce rate

Exit rate

Page flow reports

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Content discoverability

Clicks to page

Referrer types

Search terms

Referring domains

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Content experience

Geosegments

Languages

Devices/Operating Systems

Browsers/Display characteristics

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Sample reports

Traffic

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Sample reports

Devices

Referrer types

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Sample reports

Countries

Color depth

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Sample reports

Next and previous page flows

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Video analytics

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Business Catalyst dashboard

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Example: Analytics-driven document

this URL...

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SAMARTHA VASHISHTHA @samarthav http://blogs.adobe.com/samartha

VIKRANT RAI @vikrantrai http://blogs.adobe.com/vikrant/

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Thank you!