Web Analytics Roadmap 2014

50 %
50 %
Information about Web Analytics Roadmap 2014

Published on January 30, 2014

Author: AgileMarketing

Source: slideshare.net


Analytics vs. Measurement: A topic near every marketer's heart - and its rate. Some love it, some hate it, but we all know measuring success is the only way to improve your changes at it.

But too often, big enterprise falls short. KPIs reporting and tactical optimization become the primary focus when that should just be the beginning of the roadmap.

“Analytics without plans for decisionmaking is a waste of time.” - Tom Davenport WEB ANALYTICS ROADMAP Optimization + Speed + Alignment

The Roadmap – a Macro View

New Reporting Opportunities Previous Platforms New Platforms Data Points Limited Metrics Over 100 Metrics Available Speed 24 hr lapse in time Real-time Data Goal Tracking 4 goals (contact, donation, buy, etc.) 100s of goals, events and variables Cookies 30 days 15 years! Advanced Data Segmentation Limited to a few of the most common segments Unlimited options Mobile Analytics iPhone only Multiple devices, screen sizes & mobile A/B testing

Analytical Maturity of the Enterprise

“World-Class” Metrics Defined Unaware Aspiring World-Class Metrics Tracking None Sporadic Comprehensive breadth & depth Analysis None Ad hoc Recurring Testing & Optimization None Some A/B tests Automated Multivariate & A/B Tests Organization Lack of Ownership Partial Ownership Clear, dedicated owners Culture Intuition based Data driven Continuous improvement

Analytics Roadmap to Being “World-Class” Overall Business Strategy • Based on development partner business goals • Positive customer online experience Goals and Objectives • Short Term: Training, Alerts, Actionable Dashboards • Long Term: Forecasting and Predictive Modeling Key Business Drivers • Clear goals and objectives, cross-division teamwork • Campaign tagging standards and templates Key Performance Indicators • Consistent and proactive metric reporting with targets • Daily web site monitoring and quarterly analysis Supporting Metrics • All other awareness, engagement and conversion KPIs

Team Goals & Metrics Alignment

What can We Optimize? Business Value of your Product Value of the Overall Customer Experience KPIs Questions • • • • • • • Conversion Rates Visit-to-Lead % New vs. Repeat Visitors Social Shares Paid & Organic Visitors Lead-to-Customer % Donations by Segment • • • • • • • How easy is the site to use? Does functionality meet my needs? Does the functionality work? Do the pages load fast enough? Is the site up when I want to use it? Did they respond to my feedback? How did they find the site? Is it relevant?

Dashboards – Best Practices 1. Iterative Development Process –Take small, repetitious steps 2. Maintain Control – Web analyst group oversees, creates standards and analysis 3. Keep it Simple – High-level charts and graphs and drill-down to see more detail 4. Set and Measure Goals – Define the goals and add them to the dashboard 5. Integrate Financial Information – Include the spend and expected return 6. Start with the End in Mind – Create dashboard on paper first - then find the data 7. Use Alerts to Push info to Peers – People are busy, keep it top of mind!

QUESTIONS? http://bit.ly/join-the-unfunnel

Add a comment

Related presentations

Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...

In this presentation we will describe our experience developing with a highly dyna...

Presentation to the LITA Forum 7th November 2014 Albuquerque, NM

Un recorrido por los cambios que nos generará el wearabletech en el futuro

Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...

Microsoft finally joins the smartwatch and fitness tracker game by introducing the...

Related pages

Developing a Successful HANA Analytics Roadmap

1 Developing a Successful HANA Analytics Roadmap Rob Jerome Director, Business Intelligence rob.j@dickinson-assoc.com @rob_jerome
Read more

Google Analytics - Mobile, Premium and Free Website ...

Get the data you need to make intelligent marketing and business decisions with Google Analytics. Available for websites, apps, and enterprise businesses.
Read more

2014 SAP Year in Review: BI & Analytics - ASUG News

2014 SAP Year in Review: BI & Analytics. ... The “simple” roadmap for SAP BI and analytics will mean ... SAP Web Intelligence and Crystal ...
Read more

10 Web Analytics Trends for 2014 - Mashable

10 Web Analytics Trends for 2014. 4.3k. Shares. ... In 2014, we want all major web analytics vendors to solve this tracking problem with easy to ...
Read more

ANALYTICS STRATEGY: creating a roadmap for success

components of an analytics strategy and how to use it to develop a strategic roadmap. ANALYTICS STRATEGY: creating a roadmap for ... web-based or mobile ...
Read more

SAP BI Roadmap Future Direction - ASUG Webcast ... | SCN

SAP BI Roadmap Future Direction - ASUG Webcast Part 3 ... Part 1 is here SAP BI Roadmap Planned ... Want some BI with your ASUG Annual Conference 2014 ...
Read more

IT Roadmap NYC 2014 - etouches - Event Management Software

IT Roadmap 2014 in New York City is your opportunity to explore the technologies, trends and solutions that are shaping the next-generation enterprise.
Read more

10 Web Analytics Trends for 2014 | ClickZ

In 2014 we want to see the web analytics tools provide out of the box tracking of this type of interaction. 4. Better Video Tracking.
Read more

Building a Web Analytics Roadmap - SemAngel

Building a Web Analytics Roadmap. Part II . In my last post, I talked about the advantages to putting together a detailed plan for what you want to ...
Read more