Web Analytics

Avinash Kaushik "Web Analytics: An Hour a Day" shows you how to assess and improve your organisation's performance and capabilities across all aspects of digital marketing.

1. What = Clickstream
   Understand your audiences by analysing what pages they are clicking on. It's important you segment your audience so the information is used context (e.g. visitor of a certain source, keyphrases used, entry page, visited a page, date, time or length of visit, exit page, country etc...). Use tools such as: Google Analytics, NetInsight, WebTrends, IndexTools, ClickTracks, CoreMetrics, Omniture.
2. How much = Multiple Outcomes Analysis
   Define at least 2 reasons for your sites existence (e.g. goals, conversions, brand impact, likely hood to visit store, customer satisfaction etc...) and measure these through analytics or surveys. Use tools such as: Web Analytics tools plus iPerceptions, ForeSee.
3. Why = Experimentation & Testing
   Create an ideas democracy to test new layouts, content, imagery, etc, and learn what makes people perform the desired outcomes. Use tools such as: Google Website Optimizer, Offermatica, Optimost etc
4. Why = Voice of Customer
   Discover the "Segments of Discontent" by asking:
   a) Why are you here? (Look at the distribution of reasons)
   b) Were you able to complete your task? (Decide if to change)
   c) If not able to compete your task today, why not? (Here are the answers)
   Use tools such as: iPerceptions, Ethnio, ForeSee, perhaps even self service mechanisms.
5. What else = Competitive Intelligence
   How compare to others - #visits (attraction), time on site (stickiness), who and which keywords are sending traffic, who is competing for my keywords. Use tools such as: Compete, HitWise, Technorati etc.

View Avinash Kaushik presentation or read the book!