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Web Analytics 1

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First in a series on Digital Analytics, part of a complete course on Digital Marketing and Analytics.

Publicada em: Marketing
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Web Analytics 1

  1. 1. WEB ANALYTICS Aniruddha (“Anil”) Gupte
  2. 2. • Why Analyze Web Data?1 • What to Analyze2 • How to choose Data3 • Experimentation & Testing4 • The Who Else5 • The Insights6 • When does it happen?7 Basics
  3. 3. Why Analyze?1
  4. 4. It is the… Voice of the Customer
  5. 5. Voice of the Customer • Both current and future • It mirrors their behavior • It is like primary research w/out the hassle/expense
  6. 6. No manager can afford not to listen to this data or its analysis
  7. 7. What to Analyze • Logs • Clicks • Mouse tracking • Eye tracking • Etc… Even “Non-Behavior”! 2
  8. 8. Selecting data • Based on desired Outcomes! • Manageable • Comprehensive • Reasonable accuracy 3
  9. 9. Experimentation + Testing • Behavior must be measurable • Actions must be measurable • Actions must be Iterative • No “HiPPOs” 4
  10. 10. The Who Else • Competition! • Competition! • Competition! 5
  11. 11. The Insights! • This is the Goal/Gold! • These must be actionable • They must be based on Company Goals 6
  12. 12. When? • All the time! • Iterative process – Measure – Report – Analyze – Test – Intervene 7
  13. 13. Objectives of Web Analytics Objective Outcome Lead Generation Content Publishing Online Info/Support Branding Collect Contact Information Ads shown to visitors Help visitors find information Drive Awareness, Engagement & Loyalty ECommerce Sell Products
  14. 14. QUESTIONS?

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