Adobe Max 2007 – Chicago
Web Analytics
Judah Phillips
The purpose of Web Analytics
- Increase Revenue
- Reduce cost
- Improve Operations
Showed the Value Chain from Porter 1985
Use analytics to predict
Nisson, subaru, toyota, VW Adobe, CBS, CNN, HPinvent
Microsoft is producing getknow which shows behavioral trends in users
What are companies Doing with WA?
Gartner Chart that shows 5 levels created by Bill Gassman
Tips to Consider
· The page view is Dead, NO, Long live the page view
· Essentially no different than tracking a website
· With Adobe applications, you determine when to tell the analytics tool too either
·
What skills are needed?
· Director
· Engineer
· Project Manager
· DBA
· Web Developer
· QA
· Business Analyst(s)
Tip #2 Use Proccesses
Web analytics demystified
WA must be considered as part of the site creation process
Involved from the beginning
Endemic Thorghout all phases
Processes:
· Establish ownership
· Alllocate Resources
· Create Site
· Buy Keywords
· Add RSS feed
· Create new subscription page
Circular Pattern – Identify Processes > Review, Update, Analyze As-Is > Design-to-be > Test and implement to-be > Back to Identify Processes
Track ROI
Tip 3 Understand how Web Data is Collected
· Log Files – AwStats
· Packet Sniffers –
· Page Tags – Like Google Tags
· Audience Panels –
· Toolbars – Javscript page tags
· Surveys –
Tip#4 – Determine the Best Technology
· SaaS(ASP)
· In house – /unica, WebTrends, etc..
· Managed Service
· Data Collection Methods
· Reoprting requirements
· Integration requirements
· System Sizing
Tip #5 – Understand teh Vendor Landscape
Unica
Visual Sciences
WebTrends – Once had 55,000 customers WebAnalytics 8.0, SCORE
Omniture – Site Catalyst, Discover 2 that visuals data
Google – 23% penetration rate in Fortune 500, Can’t do some of the things that are heavy and customized
Core Metrics – Retail Analytics, could be the most
Tip #6 – Select you Data Collection MEthod
Tip #7 – Decide what you want to Measure
· Commerce Sites: SEO, Conversion Revenue, Affintity and customer shift
· Media Content Sites : Reach, depth, frequency length, ads
· Service Delivery
· Customer Support
· Branding and Public Relations
· Internal Business Applications
Tip #8 – Identify Goals and KPI
Three Main Concepts:
Actors – A human whose job is to influence a website. Two tyes Decisional Acors A. Direct Actors, Indirect Actors (directors and managers)
2.Non-Decsision Actors – Everyone else
Bring Actors together
Associate Actors with Goals
· Macro goals
· Microgoals
· Action Set
· Translation
KPI – Key Performance Indicators
Tip #9 – Think About Progressive Enhancement
Accessibility
Tip # 10 – Understand the Web Analytics Vocabulary
· Impressions (formerly know as hits)
· Page Views
· Visits
· Unique Vistors
· Time
· Events
The Magic Triangle Quality travels up the triangle which is from top-to-bottom Impressions/Hits > Page Views > Visits > Unique Visitors
EVENT MODELS – Users __ Activity __Events
ENGAGEMENT
INFLUENCE
VELOCITY
ATTENTION
Emetrics Conference
Web Analytics Association
Tip#11 Answer to Key Questions Before you design
Analtyics Facade
GetURLQue
Tip #12 -= Learn how to use GetURL
Available only with Javascript
Allows JS execution to make calls to functions exposed in your web anltyics tool
Flash Event is logged as a page view
Use when you have on
Tip #13 – Learn how to use the getURL Manager and getURL queu
Handles multiple getURL commands er frome
Traffic cop
Tip #14 – Learn how to use the Analytics Facade Class
Class keeps a list of default variables
Tip#15 – Create a Written Specification for Page Names and Events
Critical that each viaeaw in Flash contains a unique page name
Tip#16 – Declare Variables in the HTML Shell
All variables must be passed from Flash app to analytics package
Lots of different vars that can be set
Page titles’Categories
Taxonomy
Campaign ID’s
Other metad data
Tip#17 – Import and Set Up the Analytics Library
Adobe has many Anayltics tools and conmponents
SendAnalyticsEvent
Tip #18 Watch out for common issues with the Web Analytics and Flash
2x counting page views
Complexity
Limitations of 508 characters
Playback delays for animation while javascript is executing
JS error after 32 clicks
localized tracking only – JS/ Flash on Same page
Inaccurate linking
Tip #19 – Verify the implementation
· Are all pages tagged?
· Are all the log files synchronized?
· Is the data being collected?
· Are processes automated?
· Does the system meet requirements for availability, performance, and capacity?
Tip #20 – Particpate in the Web Analytics Industry
· Join the Web Analytics Assoction
· Join the WAA’s Yahoo Forun
· Read the blogs
· grokdotcom.com
kaushik.net/avinash