Introduction to Web Analytics — Zach Olsen

What we learned:

• Basic website analytics
• How to measure and optimize website behavior
• How to better understand business objective
• Important Key Performance Indicators
• The two sides to web analytics jobs

Useful tools for website analytics: Google Analytics, Web Trends, Adobe Analytics, Clicktale, Crazyegg, Hotjar

Two sides to Web Analytics Jobs: Analyst and Implementation

Analyst:

• Create and maintain standardized reports and dashboards
• Identify traffic and conversion trends
• Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction

Implementation:

• Responsible for accurate reporting and tracking
• Like a programmer
• There are two sides to website analysis
• Marketing optimization and user experience

Three things included in marketing optimization:

• Conversion rate by market channel-paid search, display, retargeting, affiliate, email, social
• Landing page improvements
• Optimize allocation of marketing budget

Business objectives

• Reach revenue targets
• Expand brand name recognition
• Increase customer loyalty
• Increase customer satisfaction

Key Performance Indicators

• Sales that are made
• Clicks on social share buttons
• Return visits/orders
• Promotional email signups
• Net promoter score

 

Qualitative(How)  Behavioral(What) Quantitative(Why) Attitudinal