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Step by Step Guide to starting Digital Analytics

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a quick guide with examples on digital analytics implementation. step by step approach to understanding and solving for your analytics and putting it to practice.

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Step by Step Guide to starting Digital Analytics

  1. 1. Digital Analytics- Getting Started Guide Kashif Khurshid Sr. Strategist, Digital Analytics KashifKhurshid@gmail.com Road Map: Evaluation & Evolution
  2. 2. Agenda: Getting Started Guide 1. Evaluate Current State 2. Buildout a Road Map 3. Establish Action Plan 4. Details of Action Plan Page 2
  3. 3. Define Objective: Evaluate current implementation of web analytics and develop a plan to mature the consumption of web stats Page 3
  4. 4. Current State SiteCatalyst is used primarily as an IT defect monitoring and recording tool Minimal data validation with backend system Collecting data without a long-term vision Reactive reporting Evaluate current Analytics Implementation Page 4
  5. 5. Define Road Map Phase 1: •High-level website facts Phase 2: •Segmentation of traffic, behavioral analysis & proactive trend monitoring Phase 3: •Deep-dives & testing for optimization of user experience Phase 4: •Data Activation The Business Vision (Leadership Approved!) Page 5 Time for Growth
  6. 6. Road Map Details Phase 1: High level web site facts(<1 year) Provide high level stats on overall web performance (web facts: sales, lead’s, my account metrics & etc) Phase 2: Segmentation of traffic, behavior analysis & proactive trend monitoring (will help answer 85% of issues) (2>=3 years) Create segment reports based on marketing channels / site sections / custom metrics Hero banner and site link reporting based on advance segmentation and link tracking Phase 3: Deep-dives & testing for optimization of user experience (3+ years) Leveraging the system with deep dive studies of different sections of the site (i.e. entry traffic from wm vs. landing pages- content consumption, KPI’s, conversion rates) to provide recommendations & uncover optimization opportunities Testing different content/ landing pages, banners, etc. Correlation of web data with other sources (genesis integration, email, survey tool, internal database) Customized live dashboard with real-time website metrics (on desktop or intranet) Digital Analytics Maturity Phases Page 6
  7. 7. Action Plan Example Page 7 Item Description Priority Effort Target Date Resources Cookies 3 rd party to 1 st party: full picture, more accurate High Medium 1-Jul IT/Adobe Upgrade to new js code More functionality: increase segmentation, correlation of data High Medium 1-Jul IT/Adobe IP Filtering Block internal traffic- study client/ prospects only Medium Low 1-Jul IT Funnel/Events Update and define new conversion scenario/events- drop off analysis Medium High TBD IT Custom Dimensions & Metrics Standardize structure & add new business definitions- more cuts of data Medium High TBD IT/Adobe Campaign Strategy Identify channels and define global tagging standards – cross channel analysis Medium Medium TBD IT Pagename/Category Follow breadcrumbs or hierarchy structure- deep dive research- device, language, country code Medium High TBD IT/Adobe Link Tracking Standardize across all pages- proactive CTR monitoring Low Medium TBD IT/Adobe Test & Target Testing layouts, content, other elements Medium Medium TBD IT/Adobe
  8. 8. Appendix Page 8
  9. 9. Effort Required Adjustments needed to current SiteCatalyst tagging: 1. Move to 1st party cookie (more data, better visitor session reporting, accurate- cost increase by 1K) 2. upgrade to latest JS code base (internal resources may be required) benefits: lower cost and more powerful tool 3. WM IP address to filter internal behavior and testing 4. Funnel report development (may require tagging work) 5. Clean up and define & align new custom metrics specific to business 6. Campaign strategy (for channel analysis- online and offline media) 7. Define page naming strategy (will provide us with more powerful deep dive capability on segments and funnels) 8. Link tracking plug in and reporting (will assist with hero banner and internal link tracking) 9. Calendar update to report week starting Monday 10. Determine if there is a better way to structure sitecatalyst report suites The Technical Implementation needed to achieve it Page 9
  10. 10. Business Requirements for Custom Variables Site Content Reports:  Pagename (breadcrumb value tagging to easily decipher pagename)  Page category  Link tracking on all pages for proactive CTR Custom Conversion (evars and sprops –should reflect each other for both usage and weight count):  Classification of product conversions: product line, product category, product name  Segment: Public/ Logged In, business/ residential  Segment (logged in browsing vs. non logged in browsing)  Errors- users vs. server (types of errors under each) Events (conversion types- redefine event tagging to align with business objectives):  Construct funnel steps using events as well as cart  Spread out types of conversion events (purchases, signups, leads, register, contact us, etc) o double tag the system to populate standard and custom events (for added functionality and data to reside in one section) Page 10
  11. 11. Campaign Tagging Strategy Report all campaigns under the following categories: Advantage- see behavior from the time they get on the site 1. Paid Search (google, msn/yahoo, keyword networks) – cmp=PS_<productline>_<brand/NB>_<Geo/NG>_<MatchType>_<channel>_<campaign name in Google/Bing>_<ad group>_<keyword/Page> 2. Email: traffic from emails – cmp=em_<medium(service, product, etc)_name(paperless, autopay,dump)_unique id> 3. Offline/ QR codes: bill envelop, postcards, magazine – cmp=ol_<medium(qr,vn,en,ps,mg)_bus/res_prodline_nameofvanity> 4. Social Media: traffic from facebook, twitter, youtube, linkedIn and others – cmp=sm_<channel(fb/tw)_bus/resi_uniqueid)> 5. Banner: image/interactive ads placed on 3rd party or search portals – cmp=bn_<vendor_res/bus_type (local, brand product)_product category (smb/dumps)> 6. Other/ referrer: traffic from 3rd party sites that generated organically (untagged traffic from 3rd party sites) – cmp=3p_<channel (redirect, alliance, etc)_vanity name (thinkgreen/bagster, dumpster)> 7. Bookmark/Direct: all direct or untrafficked (no referrer) traffic 8. Organic search (traffic from search engines that does not have a campaign code) Segmentation of traffic by campaign Page 11
  12. 12. Web Analytics Administrative Tasks • moderate user accounts • manage js code and version to maximize value • Install new plugins • manage segmentation and removal of old segments • manage saint classifications & look up files • manage marketing channel classifications • test and troubleshoot evars/sprops/events • manage / troubleshoot integration of 3rd party tools • solve data integrity issues • manage training of new features / functionality • Create standards for best practices and simplify code/ implementation/ tag management solution Required Maintenance for Web Analytics Platform Page 12