Web Analytics Course

Lesson 1 : Digital Analytics

Web Analytics Course

 Workshop Plan
Session 1
Introduction to Analytics
Introduction to Web analytics | Google Analytics

Session 2
Google Analytics

Session 3
Google Analytics
Introduction to Social Media Analytics

Session 4
Text Analytics
Summary
Questions
Career options

Web Analytics Course

 Entrepreneurs!
Would you analyze your passion?

Web Analytics Course

 Intuition vs Analytics
A Concept

Web Analytics Course

 GAP New Logo vs Old

October 2010

Web Analytics Course

 GAP Logo Change Sentiments

Source: http://www.underconsideration.com/brandnew/archives/dont_mind_the_gap_or_the_square.php

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 GAPs Response

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 Airtel New Logo vs. Old

November 2010

Web Analytics Course

 Airtel Logo Change Sentiments

I dont connect with new brand

identity of Airtel I had more emotional
attachment with the previous one. It is
true that a company needs to know to
evolve but there was no need for Airtel
to rebrand itself. It could have
focused on providing more on
customer satisfaction

Airtel visual appeal has gone for a

toss .In an attempt to appeal to a
global audience the advertisement
has lost its local flavor

Source http://blogs.position2.com/airtel-brand-revamp-social-media-response
Web Analytics Course
 Analysis vs. Intuition
High
Large Companies Mid-Size & Technology
Consumer goods companies Companies

Salesforce.com
Oracle
Analytical

Imitative Businesses Entrepreneurial

Restaurants Minimum analysis

Grocery Stores Mostly intuitive
Coaching Institutes

Low

Low Intuitive High

Web Analytics Course

 Analysis vs Scale

A Concept

Web Analytics Course

 What is Analytics?

Web Analytics Course

 Analytics Is Everywhere
Marketing Analytics Techniques
Customer profiling
Demographic segmentation
Competitor analysis
Consumer behavior analysis
Competitor behavior analysis
Identified & served niche & established as a value provider

Web Analytics Course

 Advantages Of Small Size

1 Store 1 Market

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1 Product
 A Large Business

Web Analytics Course

 Wal*Mart

9000 Stores

10,000 to 100,000
SKUs

1 million
transactions per
hour

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 Retail
1800 Stores

35 million club
card members.

1 billion units
home delivered
annually.

Web Analytics Course

 Telecom

261m subscribers
world wide.

8 billion calls
everyday

100s of different
plans.

Web Analytics Course

 E-Comm

Over 10 million transactions

a day.

Over 10,000 transactions a

day.

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 We Cant Deal With So Much Data

Web Analytics Course

 Analytics Can Help

Web Analytics Course

 Making It Simple
Analytics allows us to use sophisticated statistical
algorithms & leverage computing power to
Explore, Analyse and Understand the data
To
Generate insights from it, Answer questions we may
have and Discover any hidden patterns.

All this to make better business decisions.

I recently discovered that science is the art of cutting. As is analysis.

Everything else is something else. Analysis is science is cutting things into
pieces. Period.
Walden Mathews

Web Analytics Course

 Analysis isnt without Objectives
A concept

Web Analytics Course

Web Analytics Course
 Analysis Isnt Without Objective
Q. Which fruit would you recommend to an old woman who has no teeth?
A.

Web Analytics Course

 Definitions
Analysis
The process of decomposing complex entity into simpler
components for easier comprehension of aforementioned entity.
Analytics
The technology and the associated tools for data analysis. +
insight to recommend action or to guide decision making.
Web Analytics
Is the measurement, collection, analysis and reporting of Internet
data for the purposes of understanding and optimizing Web usage.

Simply put , Web analytics is the process of analyzing the

behavior of visitors to a Web site.

Web Analytics Course

 Definitions
Social Media Analytics

Measuring + Analyzing + Interpreting interactions and associations

between people, topics and ideas posted on and gathered from social
media platforms to arrive at business decisions.

Text Analytics

Refers to the process of deriving high-quality information from text.

Analyzing attitudes, behaviors, concerns, motivations and culture from
written text.

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 Web Analytics

Introduction to Web Analytics

Web Analytics Course

 Web Analytics terms
A visit: A visit is an interaction between a browser and
website. Closing the browser or staying inactive for 30
minutes ends the session.

Visits: Visits is the amount of times your website is

accessed.

Visitor: The person who goes to a Website. These are

usually measured as unique visitors.

Web Analytics Course

 Web Analytics terms
Cookie: A small amount of text data used to remember
information from page to page and visit to visit.

Time on Site: The average length of time a visitor

spends accessing your site within a specified time
period.

Page View: The amount of times visitors arrive on

individual pages of your Website.

Web Analytics Course

 Web Analytics terms
Traffic: The total number of visits to your Website.

Paid Traffic: This consists of visitors who come to your

Website from Google AdWords ads, paid search engine
keywords and other online paid ad campaigns.

Organic Traffic: Visitors who come to your Website

from unpaid organic or natural search engine results.

Traffic Sources: Where your traffic is coming from.

Web Analytics Course
 Web Analytics terms
Keywords: These are the words that visitors use to find
your Website when using a search engine.

New Visitors: Internet users who have not previously or

recently visited your site are considered new visitors.

Web Analytics Course

 Web Analytics terms
Landing Page: The first page a visitor views during a
session; also known as the entrance page.

Bounce Rate: The percentage of visits in which the

visitor only views one page of your Website before
leaving is known as the Bounce Rate.

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 Introduction to Google Analytics

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 Google.com/Analytics

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 Create Account

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 Sharing Settings

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 Tracking ID

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 Tracking Status
Click Admin in the top menu bar.
Select an Account and Property from each column.
Click Tracking Info / Tracking Code.

Waiting for Data

The tracking code has been detected on the homepage of your website,
and the Google Analytics servers are updating your configuration before
your data can be processed and appear in your reports.
Tracking Not Installed or Not Verified
The tracking code isnt set up correctly on your webpages.
Tracking Installed
Youve got the tracking code set up, and its collecting and sending data
to your property. You can still use the other tools, like the Google
Analytics Debugger, to do a more in-depth analysis or to troubleshoot
your set up

Web Analytics Course

 Google Analytics Dashboard

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 Visitors location

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 City-wise location map

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 More

Web Analytics Course

 Analytics tools
Hubspot
http://www.hubspot.com/products/analytics
Site Catalyst
https://sitecatalyst.omniture.com/login/
11 good analytics tools
http://www.inc.com/guides/12/2010/11-best-web-
analytics-tools.html

Web Analytics Course

 More Resources
Hubspot vs Google Analytics
http://www.youtube.com/watch?v=ynBYY-iIWCg
Google Analytics Youtube Channel
http://www.youtube.com/user/googleanalytics
Google Analytics Training
http://google.com/analytics

Web Analytics Course

Thanks

Web Analytics Course