1. Ont’sANALYTICS

2. MY CAREER PRINCIPLE
Define your KPI’s and measure your results.
About Me ::
 Bachelor in Mass
Communications graduate,
Pamantasan ng Lungsod ng
Maynila (PLM).
 Worked for a contact center,
public relations firm, and
companies with various online
marketing needs.
 Trained in Quality Management
System (ISO 9001:2008), SIPOC
and RCA.
SHEILA DELA PEÑA
Experienced SEO, Google Analytics
Qualified Individual, adept in Brand
Intelligence & Web Analytics.

3. Sample Web Analytics Framework
Know the purpose of your activity
Don’t Start without mapping out your Analytics Framework
THE GOALS, OBJECTIVES & KPIs
Business
Objectives
Goal KPI Target
Sell Christmas Tree
Accessories
More Sales Monthly Revenue $15,000 per month
Increase Website Users Monthly Users in GA 13,000
Make a Profit Profit Margin 40%
Email Marketing Increase new website user
database
#of new registration 300 per month
Draw qualified
Increase Search
Visibility
Improve SERP positions Avg + %Change for
targeted keywords
+ 35% by End of
quarter
Establish thought leadership
through the website resource
center
# of pageviews for a
specific page
1300 per month

4. THE END-TO-END PROCESS
SAMPLE USER EXPERIENCE
Understand the user flow from acquisition to conversion
Don’t forget the secondary goals such as downloads, clicks to an event, etc.
SEARCH ENGINE
RESULTS PAGE
ADVERTISING
WEBSITE
HOTEL
WEBSITE
SELECT DATES
CHOOSE ROOMS
SHOW BOOKING INFO
INPUT PAY DETAILS
GET CONFIRMATION
DIRECT TRAFFIC
REFERRAL TRAFFIC

5.  Identify pinch points in the booking process and the actual guest behavior. Each step of
the funnel helps answer important performance questions such as:
Is the site engaging? Is online
marketing effective?
Are content and calls to action
compelling?
Are rooms available for dates selected?
Are rates, inclusions and policies agreeable to
the guest?
Are guest intent transactional or informational?
Ready to buy or just looking for accommodation
options?
Are guests comfortable, confident and secure providing
credit card information in the booking engine?
How effective is the entire booking process in achieving
this conversion goal?
SITE VISITS
CTA CLICKS
Select Dates
Select Rooms
Show Booking Info
Input Payment
Confirmation
THE END-TO-END PROCESS

6.  Determine drop-off points (and failure points) for intervention and process
improvement.
Low? Probably needs online marketing
and SEO
Low? Probably needs to improve content,
usability or site structure.
Low? Probably need to ask hotelier to allocate
more rooms or improve this page in terms of
branding consistency with HW/AW.
Low? Probably need to check rates, inclusions and
policies with OTAs. Or improve this page in terms of
copy and presentation of room types, etc.
Low? Probably need to improve how rates, taxes,
surcharges, etc. are presented and communicated. Or a
need to create a sense of urgency so that guests will not let
go of that reservation?
Low? Probably need to emphasize how important security and
privacy of information that guests provide are to
DirectWithHotels or the hotel partner.
Low? Probably need to look at the possible failure points of the
earlier steps.
SITE VISITS
CTA CLICKS
Select Dates
Select Rooms
Show Booking Info
Input Payment
Confirmation
THE END-TO-END PROCESS

7. Configure your trackers based on the analytics framework
Don’t hastily exclude traffic without knowing why you need to exclude
THE CONFIGURATION
ECOMMERCE TRACKING
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_trackPageview']);
_gaq.push(['_addTrans',
'1234', // order ID - required
'Mountain View', // affiliation or store name
'11.99', // total - required
'1.29', // tax
'5', // shipping
'San Jose', // city
'California', // state or province
'USA' // country
]);
_gaq.push(['_addItem',
'1234', // order ID - required
'DD44', // SKU/code
'T-Shirt', // product name
'Green Medium', // category or variation
'11.99', // unit price - required
'1' // quantity - required
]);
_gaq.push(['_trackTrans']);
EVENT TRACKING
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)

8. THE IMPLEMENTATION PLAN
Review, Analyze
Tracking Needs
and Map Tracking
Recommendations
Create work
instructions for
tracking
implementations
Integrate
Tracking
Scripts
Test and
Confirm GA
Tracking
Implemented
GA
Tracking
Working?
Test and
Confirm GA
Tracking
Implemented
NO
YES
END
Consider documenting the work instructions.
Don’t forget to check every implementation

9. THE MEASURES OF SUCCESS
Sessions vs Clicks
Avg Pos vs CTR
Open Rate vs Click Through
BOUNCE RATE + Page Loading Time
BOUNCE RATE + %New Users
BOUNCE RATE + Session Duration
Understand the definition of each metric
Report a metric that you don’t understand

10. Understand the tools and data sources
Don’t forget to check the data collection methodology of your tool
THE DATA SOURCE/s

11. Analyze the roles that each channel play in the whole purchasing process
Don’t underestimate the assist interactions in the multi-channel funnels
THE ACTIONABLE INSIGHTS
AWARENESS
• Customer realizes that a
business can potentially
fulfill his/her needs
CONSIDERATION
• Customer evaluates what
options s/he has to fulfill
his/her needs.
INTENT
• Customer is inclined to
choose one option over the
others to fulfill needs.
DECISION
• Customer takes action after
careful emotional and/or
logical thought process
MEASURE
ANALYZEIMPROVE

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THANK YOU, PLEASED TO MEET YOU!