Introduction à l'analytique Web

INTRODUCTION À L’ANALYTIQUE WEB Université de Montréal Stéphane Hamel immeria.net [email_address] Web Analytics Association UBC Award of Achievement in Web Analytics eMetrics Marketing Optimization Summit

Qu’est-ce que l’analytique Web? ,[object Object],[object Object],[object Object]

La vérité… un rébus… ,[object Object],[object Object],[object Object],[object Object],[object Object],Inspiré de Eric Peterson, « One Guru’s view of the Analytics Industry in 2007 »

Model de maturité analytique Level 1 Level 2 Level 4 Level 3 Level 5 IT driven, “feel good” information, few decisions, minimal value Business driven, working on metrics, accuracy and process Optimize the channel 330° view of customer (30° of privacy) Strategic Web Adapté de Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco

Empowered teamwork Business Technology Analysis Q&A Actionable insight Business requirement & objectives Means, tools and data Strategy Goals Technological capabilities & constraints Information architecture Tagging & BI Statistics Analytical mindset Synthesis Communication Equipe Ultime

Méthodologie ,[object Object],[object Object],[object Object]

Objectif SMART ,[object Object],[object Object],[object Object],[object Object],[object Object]

Actionable Insights & Metrics Behavior ClickStream Click Density Analysis Segmentation End to End Search “Intent Inferences” Experience Research Customer Satisfaction A/B & MVT Testing Usability “Voice of Customer” Orders/Leads Revenue: How, Why Conversion Rates Problem Resolution “Nuances of outcomes” Outcomes Win-win Outcomes Understanding customer Experience Influence optimal Behavior Strategie: Trinite With permission of Avinash Kaushik, kaushik.net

Multiplicité Adapté de Avinash Kaushik, Web Analytics Evangelist, Occam’s Razor, kaushik.net/avinash Vue holistique et connaissance du comportement utilisateur Analyse

Analyse ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KPIs fréquemment suggérés Adapté de Eric Peterson, « The Big Book of Key Performance Indicators » eCommerce Marketing Support Content Executive Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategic Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tactical Level KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KPIs Recommandés ,[object Object],Key Performance Indicators Executive ,[object Object],[object Object],[object Object],[object Object],Strategic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

É cosystème ,[object Object],Source: Wikipedia.org

Example ecosystem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Touchgraph.com analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example report from Omniture SiteCatalyst

Conversion rates by source/revenue

Introduction à l'analytique Web

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