1. Web Analytics
Framework Guide
November 8, 2012
Rick Allen
@epublishmedia

2. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
3
Indicators (KPIs)
4 Targets
5 Segments
Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
2

3. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance What is the purpose of
Indicators (KPIs) your website?
4 Targets
5 Segments
3

4. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
What actions do you
3
Indicators (KPIs) want people to take on
your website?
4 Targets
5 Segments
4

5. Web Analytics Framework
1 Business Objectives
2 Website Goals
What relevant web
3
Key Performance metrics can be used to
Indicators (KPIs) measure your website
4 Targets
goals over time?
5 Segments
5

6. Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance How do you rate
Indicators (KPIs) success?
4 Targets
5 Segments
6

7. Web Analytics Framework
1 Business Objectives
2 Website Goals
Key Performance
What visitor attributes
3
Indicators (KPIs) will provide meaningful
insights?
4 Targets
5 Segments
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8. Web Analytics Framework (Sample 1)
1 Business Objectives Reinforce online/offline advertising
2 Website Goals Enhance online brand awareness
Key Performance
3 Branded traffic
Indicators (KPIs)
4 Targets 12,000 visits per month
Traffic sources
5 Segments
Converted visits
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9. Web Analytics Framework (Sample 2)
1 Business Objectives Generate leads
2 Website Goals Increase newsletter subscriptions
Key Performance
3 Newsletter signup conversions
Indicators (KPIs)
4 Targets 200 visits per month
Visitor type
5 Segments
Content type
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10. Web Analytics Framework (Sample 3)
1 Business Objectives Engage community
2 Website Goals Increase news consumption
Key Performance
3 Visitor loyalty
Indicators (KPIs)
4 Targets 50% repeat visits
Student life content
5 Segments
Student club content
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11. Learn more!
A Web Analytics Framework for Content Analysis:
http://mcont.co/XksiFK
Web Analytics 101: Definitions: Goals, Metrics,
KPIs, Dimensions, Targets:
http://mcont.co/PEinYe