Web Analytics 101: 7 Essentials You Cant Ignore By Team Position (@position2)

Web Analytics 101: 7 Essentials You Cant Ignore

By Team Position (@Position2)

As senior marketing folks are turning towards analytics to make informed decisions, the importance of data and analytics is growing within organizations. Data is no longer just used during quarterly performance reviews but in day to day activities such as designing a new offer or improving visitor experience in a website. Though a top priority, turning data into action remains a challenge for every marketer. According to a recent survey by IBM, measurement analysis & learning moved into the lead spot as the biggest bottleneck marketers face within their organizations.

Fig Source: Unicas Annual Survey of Marketers 2011

Heres our list of 7 things to focus on for a good analytics driven marketing culture within your organization.

Know your metrics Do you know the difference between visitors and unique visitors? Do you know how your analytics tool calculates bounce rate? Be cautious of using metrics that you dont understand well. Be even more cautious of putting your marketing dollars behind these unknowns.

Read up on the definitions before you finalize your KPIs. It may not be so easy to find. Here is definition from one of the most popular analytics tool for Visits Visits is the number of visits to your site.

Beware of Direct Traffic Do you still believe that Direct visitors are those wonderful, loyal people who bookmark your site or come to your website by typing the url in their browser? Get this it also includes visitors who came to your site without tagging or incorrect tagging and more often it means your tracking code has a problem! Thats not all, and then there are those 302 redirects you created in haste, those neat looking iFrames that strip referral data and a whole of lot of other things.

Make sure you watch your direct traffic trend and investigate when things look fishy.

Use the Digital Marketing & Measurement Model Most campaigns fail because of lack of a cohesive objective and identifying upfront the success criteria. This simple five step process will help you structure your thoughts and actions. Start with defining what is the purpose of your existence? Believe me its harder then it seems

Dont ignore Micro-conversions Conversions are not limited to sales or form fills. A website offers many opportunities for micro-conversions downloads, video plays, newsletter sign-up and so on. Tracking these actions may require special customizations to your analytics set-up. Our survey on Google Analytics implementation showed that only 2% of sites track these.

Segment 3 golden rules for any data segment, segment and segment. Every analysis is basically a segmenting exercise. Lets look at conversions- Its the segment of people of who visited a thank-you page. Right? Also, stay away from averages they can be very misleading. Segment your data and you will find buried gold.

Do multi-channel analysis Consumers are complex beings (and so is your wife). They make multiple visits from multiple channels before they decide to buy your product. Dont make the mistake of evaluating your marketing campaigns in silos. Your social media campaign may have low conversion rate but a high assisted/last interaction conversion ratio. Dont know what these terms mean? Its time to find out!

Look outside the (analytics tool) box Thats right, the role of analytics in the world of web 2.0 is not limited to clickstream analysis. Theres voice of customer analysis, social media analysis and a whole lot more that you should be looking at. Make sure you are including at least one of these this year! Have a great rest of 2012!

Contributed by Divya Krishnan, Assistant Manager Analytics, Position

by: Team Position2

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