Web Analytics basics fundamentals

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Web Analytics basics
fundamentals

• Andrés Flores
• WA Senior Consultant
• alt64 WATT

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what is Web Analytics?
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what is Web Analytics?
what is not
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what is Web Analytics?
can you define
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what is Web Analytics?
can you define
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what is Web Analytics?
can you define
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what is Web Analytics?
how do you see
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what is Web Analytics?
how do you see
If you work as an accountant. What tool do you
need?
BOTH
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what is Web Analytics?
how do you see
BOTH
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Web Analytics basics?
fundamentals
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Web Analytics technology

• Technology is required to collect and process the
  massive amount of data generated by Web Traffic
• Processed into databases and cubes
• Accessed via dashboards and reports
• Summarized by key performance indicators (KPIs)
• Shared via email, Excel, and PowerPoint

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Web Analytics technology

• Many vendors and even some providers offering
  full-featured tools for free
• Access to Web Analytics technology and data is
  granted
• Technology is becoming a commodity

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Web Analytics people

• Skilled and smart people turn data into
  insightful analysis and actions
• Providing knowledge of your specific goals and
  needs
• Linking Web Analytics data to business related
  questions
• Planning and completing actions based on Web
  Analytics data

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Web Analytics people

• Agencies and consultancy firms can help
• Providing specific technical or analytical
  know-how
• Outsourcing your Web Analytics needs

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Web Analytics methodology

• 1) Assign ownership for Web Analytics
• Who owns Web Analytics within your organization?
• Can make decisions?
• Understands Web Analytics value proposition?

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Web Analytics methodology

• 2) Define goals
• For your website
• For your Web Analytics project

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Web Analytics methodology

• 3) Allocate resources
• Who is responsible for web analytics tasks
• Do you have at least 1 person whose main role is
  related to Web Analytics?

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Web Analytics methodology

• 4) Define your reporting and analysis need
• What reports will you need?
• Who needs those reports?
• What analysis will be done?

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Web Analytics methodology

• 5) Plan your implementation
• Make sure you are collecting the data you
  require
• Do you have the capacity to make changes?

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Web Analytics methodology

• 6) Validate your data
• Do you trust your data?
• Do you understand possible inaccuracy causes?

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Web Analytics methodology

• 7) Deploy your reporting
• Distribute reports to the right people on time?
• Do you need to customize reports?
• Do you need to integrate other data sources?

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Web Analytics methodology

• 8) Analyze your data
• Reporting is not analysis
• Do you include WA analysis in your decision
  making process?
• Do you use Web Analytics data beyond tactical
  tasks?

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Web Analytics methodology

• 9) Optimizing testing
• Discover new information
• Help prove the value of Web Analytics

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Web Analytics methodology

• 10) Calculate Web Analytics ROI
• Do you know your web analytics return on
  investment?
• Do you actively use insights derived from web
  analytics to guide site changes?

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Web Analytics basics?
fundamentals
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thanks!

• Andrés Flores
• WA Senior Consultant
• alt64 WATT