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Building a Web Analytics Framework
                           that works!
     Aloke	
  Bajpai	
                   Pradeep	
  Chopra	
  
     CEO,	
  iXiGO	
                     CEO,	
  Digital	
  Vidya	
  
3 Fundamental Questions
•  Why? (Objectives)
•  What? (Metrics)
•  How? (Tools, Techniques, Dashboards…)
Lets Learn from Real Examples!
1. E-commerce Tracking
Source	
                  Visits	
     Trials	
     Transac9ons	
  
SEO	
                     33413	
      481	
        79	
  
Direct	
                  7041	
       193	
        82	
  
Google	
  Adwords	
       1664	
       204	
        8	
  
Referral	
  (SiteA)	
     732	
        28	
         6	
  
Referral	
  (SiteB)	
     384	
        11	
         4	
  
2. UTM Tracking
        Source	
                Visits	
     Sign-­‐Ups	
  (%)	
     Bounce	
  Rate	
  
        Source	
  A	
           150	
        7	
                     65	
  
        Source	
  B	
           35	
         9	
                     45	
  
        Source	
  C	
           46	
         12	
                    48	
  
        Source	
  D	
           95	
         8	
                     56	
  
        Source	
  E	
           140	
        5	
                     67	
  



digitalvidya.com?utm_source=tb;utm_medium=email&utm_campaign=jun-­‐12	
  	
  
3. Revenue Modeling
                 Monthly	
                             India	
             Asia	
                        Total	
  
                 Revenue	
  (Rs)	
                     800,000	
           400,000	
                     12,00,000	
  
                 No	
  of	
  ParUcipants	
             100	
               50	
                          150	
  
                 No	
  of	
  Leads	
                   2000	
              1000	
                        3000	
  
                 No	
  of	
  Visitors	
                20000	
             10000	
                       30000	
  
                 Cost	
  of	
  Adv	
  (Rs)	
           160,000	
           80,000	
                      240,000	
  
                 Daily	
  Calls	
                      150	
               75	
                          225	
  
                 No	
  of	
  Callers	
                 2.5	
               1.25	
                        3.75	
  


The	
  odds	
  of	
  contac9ng	
  a	
  lead	
  if	
  called	
  in	
  5	
  minutes	
  versus	
  30	
  minutes	
  drop	
  100	
  9mes.	
  	
  	
  
The	
  odds	
  of	
  qualifying	
  a	
  lead	
  if	
  called	
  in	
  5	
  minutes	
  versus	
  30	
  minutes	
  drop	
  21	
  9mes.	
  
4. Top 10 Metrics for CEOs
1.  Daily Visits
2.  Daily Unique Visitors
3.  Unique Pageviews for important pages
4.  Multi-Channel Conversion Funnel
5.  Bounce Rate
6.  Direct Visits (including brand keyword visits)
7.  SEO Visits + Keywords Base
8.  Referring Sites (Deep-Dive)
9.  No. of server errors (404s / 500s)
10.  Qualitative Feedback/Sentiment Report
5. Using Advanced Segments &
            Custom Reports
•  Advanced Segments
    –  Segment a section of visitors for deep-dives (e.g. only visitors
       who viewed 3+ pages, only visitors who visited a particular
       page, only visitors who landed on a particular page
    –  Useful for understanding behaviour for various source/
       campaign segments
•  Custom Reporting
    –  Very useful for deep analysis of paid search, SEO, Browsers,
       Device type data
    –  Choose metrics (columns)
    –  Choose dimensions (drilldowns)
    –  Choose filters (for any metric)
•  Most of the time you want to use both of above
•  Please mind the sampling gap !
Examples
6. Qualitative Analytics
•  Measuring Happiness
•  How do my users behave ? What do they spend
   their time looking at ? Why do they do what
   they do ?
•  User Interaction / Behaviour (Clicktale/UserFly)
•  Net Promoter Score
•  Surveys (on-site / off-site)
•  Social actions on the website (Likes/Shares)
•  Social Media Mentions / Sentiments
NPS Example




         NPS	
  =	
  46	
  
Qualitative Analytics
7. The HEART Framework
•  Happiness
   –  User attitude, qualitative metrics, perceptions
•  Engagement
   –  Behavioral signals, Depth of Interaction, Frequency, Clicks
•  Adoption
   –  % Users who adopt new product / feature, “Get” the product
•  Retention
   –  Returning users / Churn
•  Task-Action
   –  Efficiency, Error Rates, Time Taken, % who complete a specific goal
   –  Specific metrics / signals critical for your product’s success
HEART Metrics in Action
Thank you!

pradeep@digitalvidya.com | abajpai@ixigo.com

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Building a Web Analytics Framework that Works

  • 1. Building a Web Analytics Framework that works! Aloke  Bajpai   Pradeep  Chopra   CEO,  iXiGO   CEO,  Digital  Vidya  
  • 2. 3 Fundamental Questions •  Why? (Objectives) •  What? (Metrics) •  How? (Tools, Techniques, Dashboards…)
  • 3. Lets Learn from Real Examples!
  • 4. 1. E-commerce Tracking Source   Visits   Trials   Transac9ons   SEO   33413   481   79   Direct   7041   193   82   Google  Adwords   1664   204   8   Referral  (SiteA)   732   28   6   Referral  (SiteB)   384   11   4  
  • 5. 2. UTM Tracking Source   Visits   Sign-­‐Ups  (%)   Bounce  Rate   Source  A   150   7   65   Source  B   35   9   45   Source  C   46   12   48   Source  D   95   8   56   Source  E   140   5   67   digitalvidya.com?utm_source=tb;utm_medium=email&utm_campaign=jun-­‐12    
  • 6. 3. Revenue Modeling Monthly   India   Asia   Total   Revenue  (Rs)   800,000   400,000   12,00,000   No  of  ParUcipants   100   50   150   No  of  Leads   2000   1000   3000   No  of  Visitors   20000   10000   30000   Cost  of  Adv  (Rs)   160,000   80,000   240,000   Daily  Calls   150   75   225   No  of  Callers   2.5   1.25   3.75   The  odds  of  contac9ng  a  lead  if  called  in  5  minutes  versus  30  minutes  drop  100  9mes.       The  odds  of  qualifying  a  lead  if  called  in  5  minutes  versus  30  minutes  drop  21  9mes.  
  • 7. 4. Top 10 Metrics for CEOs 1.  Daily Visits 2.  Daily Unique Visitors 3.  Unique Pageviews for important pages 4.  Multi-Channel Conversion Funnel 5.  Bounce Rate 6.  Direct Visits (including brand keyword visits) 7.  SEO Visits + Keywords Base 8.  Referring Sites (Deep-Dive) 9.  No. of server errors (404s / 500s) 10.  Qualitative Feedback/Sentiment Report
  • 8. 5. Using Advanced Segments & Custom Reports •  Advanced Segments –  Segment a section of visitors for deep-dives (e.g. only visitors who viewed 3+ pages, only visitors who visited a particular page, only visitors who landed on a particular page –  Useful for understanding behaviour for various source/ campaign segments •  Custom Reporting –  Very useful for deep analysis of paid search, SEO, Browsers, Device type data –  Choose metrics (columns) –  Choose dimensions (drilldowns) –  Choose filters (for any metric) •  Most of the time you want to use both of above •  Please mind the sampling gap !
  • 10. 6. Qualitative Analytics •  Measuring Happiness •  How do my users behave ? What do they spend their time looking at ? Why do they do what they do ? •  User Interaction / Behaviour (Clicktale/UserFly) •  Net Promoter Score •  Surveys (on-site / off-site) •  Social actions on the website (Likes/Shares) •  Social Media Mentions / Sentiments
  • 11. NPS Example NPS  =  46  
  • 13. 7. The HEART Framework •  Happiness –  User attitude, qualitative metrics, perceptions •  Engagement –  Behavioral signals, Depth of Interaction, Frequency, Clicks •  Adoption –  % Users who adopt new product / feature, “Get” the product •  Retention –  Returning users / Churn •  Task-Action –  Efficiency, Error Rates, Time Taken, % who complete a specific goal –  Specific metrics / signals critical for your product’s success