We all know web analytics is important to track website performance. But how do we move beyond “tracking” to making informed decisions? In order to find answers, gain analytics insights, we need to ask the right questions. Data alone is meaningless. It only counts if it affects decision making. In this session, learn to pair key metrics with meaningful questions including: How do we decide what content to publish on our website? How do we decide if our web content is effective? How do we prioritize web projects? - http://www.epublishmedia.com

1. Making Better Decisions
with Web Analytics
Rick Allen
Babson College
F.W. Olin Graduate School of Business
Canadian Post-Secondary Web Conference
May 27, 2010
Rick Allen • @epublishmedia #pseweb • #analytics

2. Hi, I’m Rick.
Rick Allen • @epublishmedia #pseweb • #analytics

3. Hi, I’m Rick.
Rick Allen • @epublishmedia #pseweb • #ContentStrategy

4. This is not a talk
about data.
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5. This is a talk about
web strategy.
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6. What I’m talking about
1. Using analytics data in context
is a process
2. Ask the right questions to find
the right answers
3. Align web strategy with web
metrics
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7. It’s Not a Step
Objectives Metrics
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8. It’s a Process
Objectives Questions Metrics
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9. It’s a Process
‣ Define objectives
‣ Ask questions
‣ Establish metrics and KPIs
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10. Web analytics
Business Effective Key
goals decisions metrics
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11. Data doesn’t answer
questions.
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12. Data helps people
answer questions.
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13. “ Often numbers don't speak as
loudly as they should because
you are missing one simple
ingredient: context.
Avinash Kaushik
Author, Web Analytics 2.0
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14. “ Data doesn't automate
[design and content]
decisions...Data will never
replace human judgment.
Colleen Jones
Content Science
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15. Questions that
need answers:
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16. @epublishmedia #pseweb

17. How do we decide
what new content
to publish?
@epublishmedia #pseweb

18. How do we decide
what new content
to publish?
How do we decide
what content to
update?
@epublishmedia #pseweb

19. @epublishmedia #pseweb

20. How do we
prioritize web
projects?
@epublishmedia #pseweb

21. How do we
prioritize web
projects?
How do we decide
what technology
to use?
@epublishmedia #pseweb

22. @epublishmedia #pseweb

23. How do we
decide where to
target ads?
@epublishmedia #pseweb

24. How do we
decide where to
target ads?
How do we know
if our website is
effective?
@epublishmedia #pseweb

25. Aligning web
strategy with
key metrics
and KPIs
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26. How do we
decide what
new content
to publish?
@epublishmedia #pseweb

27. New Content
that you need content strategy.
Response Metric(s)
Determine if people Keyword searches
successfully find content
Create content that Track referring websites
caters to new audiences and search engine traffic
Create attractive content Track and compare
using appropriate types content types
@epublishmedia #pseweb

28. How do we
decide what
content to
update?
@epublishmedia #pseweb

29. Update Content
that you need content strategy.
Response Metric(s)
Determine if content is Exit and bounce rates
engaging or confusing
Gauge content quality–is New vs. returning visitors
it useful?
Determine if recent Track newly updated
updates increase or pages
decrease traffic
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30. How do we
prioritize web
projects?
@epublishmedia #pseweb

31. Project Priorities
that you need content strategy.
Response Metric(s)
Prioritize updates by Site traffic and unique
impact on web strategy visitors
Quickly correct 404 Error page reports
errors and broken links
Publish during peak Traffic cycles
traffic periods to
maximize visibility
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32. How do we
decide what
technology to
support?
@epublishmedia #pseweb

33. Technical Support
that you need content strategy.
Response Metric(s)
Optimize site for user Technical capabilities
technical capabilities
Determine if content is Flash and JavaScript
accessible by visitors
Determine optimal page Screen size and network
dimensions and file size speed
limits
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34. How do we
decide where
to target ads?
@epublishmedia #pseweb

35. Targeting ads
that you need content strategy.
Response Metric(s)
Track volume and quality Map overlay
metrics by region
Modify campaign target Track email campaigns
regions by user interest
Cater ad campaigns to Track online and offline
relevant, high-quality ads
customers
@epublishmedia #pseweb

36. How do we
know if our
content is
engaging?
@epublishmedia #pseweb

37. “ The more a user engages with
a page, the more relevant he
or she finds it...a user
engages with a page if she
clicks a link on it.
Audience, Relevance, and Search
Authors, James Mathewson, Frank Donatone, Cynthia Fishel
@epublishmedia #pseweb

38. Engaging Content
that you need content strategy.
Response Metric(s)
Track page views, visits, Traffic (within date range)
repeat visits
Track % of users who User comment rate
comment on content
Track length of time Time on page
users remain on pages.
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39. How do we
measure
success?
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40. Measuring Success
that you need content strategy.
Response Metric Types
Track goal conversions, Business metrics
exits, leads, subscribers
Track repeat visits, pages Usability metrics
per visit, bounce rate
Track inbound links, SEO metrics
Google index, page
ranking
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41. Recommendations
‣ Gain support for analytics through
education (and shame).
‣ Track KPIs to measure performance over
time based on goals.
‣ Understand what analytics can't tell you.
‣ The best way to understand what your
web visitors want is to ask them.
‣ Start now and don't stop.
@epublishmedia #pseweb

42. Questions?
Rick Allen • @epublishmedia #pseweb • #analytics

43. Thanks.
Rick Allen • @epublishmedia #pseweb • #analytics

44. Rick Allen
@epublishmedia
http://www.epublishmedia.com
Rick Allen • @epublishmedia #pseweb • #analytics