2. “Online” can be intimidating
2

3. Until you reveal the mysteries
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4. 4

5. Information driven, not data driven
Information Driven Data Driven
Information provides context. Raw data is devoid of meaning.
‘Actionable’. Not ‘actionable’.
Data Information
Meaning Meaning
Information Data
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6. Avoid data overload
Visits Referrals Visits Per Visitor Entry Page Bounce
Rate Downloads Registrations Visit Duration Page Views
Per Visit Unique Visitor Society Sites Internal Search Terms
Click Through Ratio Visits Revenue Clicks To Page Units
Add To Cart Page Views Visits Per Visitor Entry Page
Bounce Rate Downloads Registrations Visit Duration
Page Views Per Visit Unique Visitor Referrer Internal
Search Terms Click Through Ratio Orders Revenue Clicks
To Page Units Add To Cart Revenue Per Keyword Subscriptions
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7. Focus on what matters
Visits Referrals Visits Per Visitor Entry Page Bounce
Rate Downloads Registrations Visit Duration Page Views
Per Visit Unique Visitor Society Sites Internal Search Terms
Click Through Ratio Visits Revenue Clicks To Page Units
Add To Cart Page Views Visits Per Visitor Entry Page
Bounce Rate Downloads Registrations Visit Duration
Page Views Per Visit Unique Visitor Referrer Internal
Search Terms Click Through Ratio Orders Revenue Clicks
To Page Units Add To Cart Revenue Per Keyword Subscriptions
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8. Calculated metrics
Metric Formula Description
Campaign Success Event/Click-through Highlights your most successful campaigns by calculating
Conversion Rate From Campaign how often visits result in any number of success events,
by campaign and channel.
Bounce Rate Single Page Visits/Entries Calculates the rate at which visitors enter your site, view
one page and leave.
Weighted Bounce (Single Shows bounce rate, but lists them in order of pages with
Rate Access/Entries)*(Page the most views so you can concentrate on high-impact
Views/Total Page Views) pages.
Recommends Per Recommends/Visit Shows how often content is recommended (or shared or
Visit emailed, etc.) per visit.
Abstract Conversion Registrations/Abstract Calculates the rate at which visitors view abstracts and
Rate Views then register to read the full article.
Form Completion Forms Submitted/Forms Shows the percent of visitors who complete forms on
Rate Initiated your sites.
Note: Adapted from a white paper by Omniture
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9. 9

10. Content attributes
Email Access fees
Search engines Site Data Ad revenue
Online ads Product revenue
Visitor attributes
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11. 11

12. 12

13. 13

14. 14

15. Generic metrics can be deceiving
Source Visits
Google 38,759
Society Sites (a) 24,356
Society Sites (b) 18,259
Newsletter 13,729
Pub Med 7,080
Note: Fictional data, for illustrative purposes only.
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16. Business-specific metrics matter most
Source Visits Articles Read Recommend to
Per Visit Librarian
Pub Med 7,080 4.3 0.029
Society Sites (b) 18,259 3.5 0.077
Society Sites (a) 24,356 1.7 0.036
Newsletter 13,729 0.6 0.093
Google 38,759 0.3 0.012
Note: Fictional data, for illustrative purposes only.
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17. Shots, not martinis
How enticing is the content on
Abstract Page
your abstract pages?
How easy is your registration Registration
form to complete? Form
Do visitors read the full article? Or
do they only spend a few seconds Article
on the page?
How can you get more visitors to
Share
share using social tools?
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18. 18

19. Components of Google’s ranking algorithm
Source: SEOMoz.org 2010 survey of 72 SEO professionals
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20. Optimizing for humans
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21. Thank you
Dan Mooney
Web Analytics Manager
John Wiley & Sons Publishing
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