Web analytics course at freelancers academy
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From Page Views to Bounce Rates: The Fundamentals of
Website Analytics@ Freelancers Academy
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So here‘s something we’d like to announce as a preamble...
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Quite unlike anything in the
past, businesses now one can get
'live' data from their website and can
use this to improve their operations
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But most businesses know nothing as what to do with this ‘live’
data
And that’s why Web analytics is a ‘much in demand’ skill.
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How can studying data help you run your business better ?
And why are managers not doing it currently ?
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Even if you don’t see job titles for ‘Web Analytics’, this is a
very useful additional skill to have
Especially if you have been around for a couple of years in the ‘web’ industry.
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So what do Analytics guys really do ?
They use web analytics data to help make business decisions
based on concrete data and historical trends.
Earlier, lot of these decisions were taken
just based on that dangerous thing called
‘gut feel’ www.freelancersacademy.com
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What's the difference between a visitor and a visit? What's the difference between frequency and recency?
This is stuff which a Web Analytics
professional should have ready
answers to.
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Lets get a perspective firstLets get a perspective firstJavaScript TagsJavaScript Tags
Log Files & Hit
Counters
Log Files & Hit
Counters
Click & heat maps
Click & heat maps Mobile
AnalyticsMobile
Analyticswww.freelancersacademy.com
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And see what web analytics helps us to measureAnd see what web analytics helps us to measure
Who are your visitors?• Country/city
• Browser/OS data
• New/Repeat
Who are your visitors?• Country/city
• Browser/OS data
• New/Repeat
Improve ROIImprove ROI
How do they reach your website?• From which site?
• Which campaign works better?
• What SEO/SEM keywords work?
How do they reach your website?• From which site?
• Which campaign works better?
• What SEO/SEM keywords work?
What are they doing..?• Are they converting?
• How long do they stay on your site?
• What do they read?
• What’s making them leave?
• …much more
What are they doing..?• Are they converting?
• How long do they stay on your site?
• What do they read?
• What’s making them leave?
• …much more
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Some common toolsSome common tools
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Which are the metrics which you need to watch
out for ?
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Revealed : Why MBA’s hate Analytics : There are too many metrics !!
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Businesses usually stop at just setting up analytics
That’s where it is supposed to begin.
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Snap shot of standard analytics
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Some very relevant analysis can be done
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Partner Sites/ Referrals
E-PRs
Direct type-ins
Browser Bookmarks
Search EnginesOrganic | SEM
Banner Advertizing/MediaE-Mailers
Social Media
Social Bookmarks
The source of visitors to your site can be studied
The source of visitors to your site can be studied
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SEM campaign can be optimizedSEM campaign can be optimized
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•Identify weak SE’s, keywords to work on•Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on subject/content than brand)•Analysis of Organic traffic helps strategize SEM campaign
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And ‘advanced’ features can be implemented
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21Primary GoalsSecondary Goals
For example, goals of users can be trackedFor example, goals of users can be tracked
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Google Analytics changed the landscape completely when it
launched a free package in 2005
Coming to the vendors, the main vendors are Google Analytics, CoreMetrics, Websidestory, Omniture, Web trends.
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So should I get into this ?
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The future’s bright
“Web Analytics is hard.”
– Eric Peterson
“10% of your budget should be spent on tools, while 90% spent on people (brains) who will be responsible for insights.”
– Avanash Kaushik
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Basic skills which employers would look out for
• Great with nos and Good data pattern recognition skills.
Basic html and javascript skills so that you can work with any nagging issues during analytics set-up and maintenance.
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Basic skills which employers would look out for
•Ability to communicate findings to the business in terms it can understand.
•Familiarity with the main Analytics packages.
•Capability to understand what data needs to be tracked for the business to grow. This requires experience of a few years, does not come easily.
•Expertise in report design and configuration
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An actual job description Analyzes Website performance, trends and click stream path analysis activity to provide data driven business insights, leading to fundamental improvements to the Website experience.
Demonstrates a high degree of pro-activeness in analysing customer behavior using available data to influence changes on the Website.
Day-to-day management of analytics system to ensure tracking, reporting and analytics are functioning optimally.
Creates and maintains key reports, dashboards and analysis utilizing WebTrends and SQL.
Identify and track trends in metrics and be able to identify improvements to Website based on usage and traffic patterns.
Perform Search Engine Optimization and advise on search and display ads
Conducts ad-hoc traffic, sales and testing analysis of the site.
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Case Study : Google Analytics
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• Extremely simple ‘user-friendly’ interface
• Compatible with Google Adwords or Adsense
• ‘Goal oriented’ analysis & ‘Intelligence’
• Correlate data across reports
• Customizable Reports
• Free
• Extremely simple ‘user-friendly’ interface
• Compatible with Google Adwords or Adsense
• ‘Goal oriented’ analysis & ‘Intelligence’
• Correlate data across reports
• Customizable Reports
• Free
Key points
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Some Advantages of Google AnalyticsSome Advantages of Google Analytics
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Google Analytics jobs have increased more than those for
OmnitureSource : WebWorkerdaily.com
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Account Settings PageAccount Settings Page
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Profiles Accounts
•Create a new account for each website•Create Profiles within Accounts - to track different visit segments, create access levels or website sections•Can link 1 AdWords to 1 Analytics Account•‘Admin’ access is at Account level
Profiles and AccountsProfiles and Accounts
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•Place within ‘body’ of web page•Place on ALL pages within the website
The Code: Generating and Implementing
The Code: Generating and Implementing
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Google Analytics collects your data based on 5 broad segments
Google Analytics collects your data based on 5 broad segments
…Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.
…Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports.
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Reported SegmentsReported Segments
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Graph•Day/week/month views•Compare 2 metrics•‘Compare to site’•Compare date ranges•Highlight data point on mouse-over
Graph•Day/week/month views•Compare 2 metrics•‘Compare to site’•Compare date ranges•Highlight data point on mouse-over
Data table•Overview of selected component•5 unique data views•Search box to include/exclude specific data•Easily compare performance to Site Avg.
Data table•Overview of selected component•5 unique data views•Search box to include/exclude specific data•Easily compare performance to Site Avg.
Easily export/email a report•4 format options, incl. PDF, XML, CSV & TSV
Easily export/email a report•4 format options, incl. PDF, XML, CSV & TSV
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Data RepresentationData Representation
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Freelancers Academy‘Learn with us and then
remove the L ’
programs in Web(Instructor-led and Online)www.freelancersacademy.comMumbai office – 022 65369888
Mobile - 9819607019
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