1. eMarketing: The Essential Guide to Marketing in a Digital World Data Analytics
What you’ll learn
How to set solid objectives, goals and measurements for your digital marketing campaigns
How to capture web analytics data, and what data you can find
Techniques and guidelines for analysing data to better understand your web visitors

2. Working with data
Assumptions and gut feel are not enough – you need to back these up with solid facts and clear results
Data concepts:
Performance monitoring and trends
Big data
Data mining

3. Data can be gathered from a variety of sources
Online data
Databases
Software data
App store
Offline data

4. Setting objectives, goals and KPIs.
The key to success for any website or online campaign is designing it with specific, unique, clearly defined objectives in mind.
These are used to measure the success of the website or campaign, and are crucial to maintaining focus within online activities

5. What are objectives, goals and KPIs?
The objective of a website or online campaign expresses the strategic outcomes of the business

6. What are objectives, goals and KPIs?
The goal of a website or campaign in web analytics refers to an action that a user takes on a website or a type of user behaviour

7. What are objectives, goals and KPIs?
Key performance indicators or KPIs are metrics that are used to indicate whether objectives are being met

8. What are objectives, goals and KPIs?
For example:
Objective – Increase the number of newsletter subscribers by 10% in the next six months
Goal – subscribe to newsletter by filling out the web form
KPI – number of subscriptions

9. Tracking and collecting data
How information is captured:
Cookie-based tracking
Server-based tracking
Universal analytics

10. Tracking and collecting data
How information is captured:
Cookie-based tracking
Most common currently
Page tags are implemented in the website code
Reports on events and rich user interactions
Provides detailed, customisable reports

11. Tracking and collecting data
How information is captured:
Server-based tracking
Raw data is produced by the server in log files
Very accurate
Cannot capture events and site interactions

12. Tracking and collecting data
How information is captured:
Universal analytics
Tracks users, not browsers
Investigate long-term user interactions
Determine lifetime value
Import offline data

13. What types of information are captured?
Web analytics metrics are divided into:
Counts – simple numbers
Ratios – comparisons between two data points

14. What types of information are captured?
Metrics can be applied to three different groupings:
Aggregate – all traffic
Segmented – a subset of traffic filtered according to a specific characteristic
Individual – a single visitor

15. How much traffic your website is receiving?
Hit
Page
Page view
Visit or session
Unique visitor
New visitor (first visit to site)
Returning visitor (visited the site before)

16. How are visitors reaching your website?
How they move through the website
Entry page
Landing page
Exit page
Visit duration
Referrer
Clickthrough
Clickthrough rate
Page views per visit

17. How do visitors react to your content?
Page exit ratio
Single page visits
Bounces
Bounce rate

18. Are you achieving your analytics goals?
Event – a recorded action that has a specific time assigned to it by the browser or the server
Conversion – a visitor completing a target action

19. Mobile data
There are no special, new or different metrics to use. You will probably be focusing your attention on some key aspects like technologies and the user experience
Device category
Mobile device info
Mobile input selector
Operating system

20. Analysing data Track – Analyse – Optimise
A number is just a number until you can interpret it.
Analyse trends and changes over time to understand your brand’s performance.

21. Key elements to analyse
Avinash Kaushik, author of Web Analytics: An Hour a Day, recommends a three-pronged approach to web analytics
1. Analysing behaviour data infers the intent of a website’s visitors. Why are people visiting the website?

22. Key elements to analyse
Avinash Kaushik, author of Web Analytics: An Hour a Day, recommends a three-pronged approach to web analytics
2. Analysing outcomes metrics shows how many visitors performed the goal actions on a website. Are visitors completing the goals we want them to?

23. Key elements to analyse
Avinash Kaushik, author of Web Analytics: An Hour a Day, recommends a three-pronged approach to web analytics
3. A wide range data tells us about the user experience. What are the patterns of user behaviour? How can we influence them so that we achieve our objectives? .

24. Web users’ behaviour can indicate a lot about their intent
Looking at referral URLs and search terms used to find the website can tell you a great deal about what problems visitors are expecting your site to solve
A crucial, often-overlooked part of this analysis is internal search. Internal search refers to the searches of the website’s content that users perform on the website. While a great deal of time is spent analysing and optimising external search – using search engines to reach the website in question – analysing internal search goes a long way to exposing weaknesses in site navigation, determining how effectively a website is delivering solutions to visitors, and finding gaps in inventory on which a website can capitalise.

25. Methods to gauge user intent
1. Click density analysis
Use heat maps to analyse number and location of clicks.
Where on the page are people clicking most often?
Are there any groups of clicks in important areas?

26. Heat maps
Show you exactly where users click on a web page, regardless of whether they are clicking on links or not
It produces information that helps you to know which areas of a website are clickable, but attract few or no clicks, and which areas are not clickable but have users attempting to click there.

27. Methods to gauge user intent
2. Segmentation
Segment users into groups based on common characteristics.
Do specific sub-sections of the audience behave in a certain way?
How do aspects like time, devices, pages viewed, etc. affect this? .

28. Segmentation
Every visitor to a website is different, but there are some ways in which we can characterise groups of users, and analyse metrics for each group
Segments include:
Referral source
Landing pages and content
Connection speed, operating system, browser, device
Geographical location
New vs. returning visitors .

29. Methods to gauge user intent
3. Behaviour and content metrics
Look at behaviour figures and content consumed.
Do users who spend more time on site act differently to those who bounce?
What do different content types tell you about user intent? .

30. Outcomes
You want people who visit your website to perform an action that increases your revenue
Analysing goals and KPIs indicates where there is room for improvement
Look at user intent to establish if your website meets the users’ goals, and if these match with the website goals. Look at user experience to determine how outcomes can be influenced

31. User experience
In order to determine the factors that influence user experience, you must test and determine the patterns of user behaviour.
Understanding why users behave in a certain way on your website will show you how that behaviour can be influenced to improve your outcomes

32. Advantages Easy and fast tracking The ability to optimise frequently
Use real data to make decisions, so you’re likely to make the best choices for your business and website

33. Challenges
It can be easy to become fixated on figures and metrics, instead of looking at broader trends and using them to optimise campaigns.
Generally, macro or global metrics should be looked at before analysing micro elements of a website

34. Doing it right: Motoreasy
Motoreasy puts their broad marketing activities to good use by improving the conversion rate on their website and increasing business four-fold

35. What happened? Key insights:
Once these changes were implemented, the dropout rate for the first part of the process fell from 65 per cent to 29 per cent
Key insights:
Looking at the drop-off rate at each stage in the conversion funnel was important to identify problems
A high drop-off rate across the conversion funnel could highlight a general problem with the process itself
It was important to direct visitors by spelling out the action they should complete while clearly and consistently communicating the benefits of doing so. This would motivate them to complete the conversion funnel (Dainow, n.d.)

36. That’s all folks You can also read about:
User Experience Design , Web Development and Design, Writing for Digital, CRM, SEO, Search Advertising, Online Advertising, Affiliate Marketing , Video Marketing, Social Media Channels, Social Media Strategy, Marketing, Mobile Marketing, Data Analytics and Conversion Optimisation.