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Web Analytics Association
UBC Award of Achievement in Web Analytics
eMetrics Marketing Optimization Summit
INTRODUCTION À INTRODUCTION À L’ANALYTIQUE WEBL’ANALYTIQUE WEB
Université de Montréal
Stéphane Hamel
Qu’est-ce que l’analytique Web?L’analyse de données qualitatives et quantitatives provenant des sites web,de la compétition et des systèmes d’entreprises
afin de mener à une amélioration continue de l’expérience des utilisateurs (clients et prospects)
qui se traduis par l’atteinte des objectifs de l’utilisateur et de l’entreprise.
2
La vérité… un rébus…
! ≠ 123++=Le succès de l’analyse Web dépend de la capacité
à maîtriser le processus et à agir sur la connaissance acquise.
3Inspiré de Eric Peterson, « One Guru’s view of the Analytics Industry in 2007 »
Model de maturité analytique
4
Level 1Level 2
Level 4Level 3
Level 5
IT driven, “feel good” information, few decisions, minimal value
Business driven, working on metrics, accuracy and process
Optimize the channel330° view of customer (30° of privacy)
Strategic Web
Adapté de Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco
Empowered teamwork
Business
TechnologyAnalysis
Q&AActionable insight
Business requirement & objectives
Means, tools and data
StrategyGoals
Technological capabilities & constraintsInformation architectureTagging & BI
StatisticsAnalytical mindset
SynthesisCommunication
Equipe Ultime
Méthodologie Systematique Continu En changement
Objectif SMART
Simple Mesurable (Measurable) Atteignable (Achievable) Réaliste (Realistic) Temps (Timely)
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Actionable Insights &
Metrics
Behavior
ClickStreamClick Density AnalysisSegmentationEnd to End Search “Intent Inferences”
Experience
ResearchCustomer SatisfactionA/B & MVT Testing Usability“Voice of Customer”
Orders/LeadsRevenue: How, Why
Conversion RatesProblem Resolution
“Nuances of outcomes”
Outcomes
Win-win Outcomes
Understanding customer Experience
Influence optimal Behavior
Strategie: Trinite
With permission of Avinash Kaushik, kaushik.net
Multiplicité
9Adapté de Avinash Kaushik, Web Analytics Evangelist, Occam’s Razor, kaushik.net/avinash
Analyse
Vue holistique et connaissance du comportement utilisateur
AnalysePerspective du visiteur Perspective d’affaires
Qui vient sur le site Degré d’engagement Provenance Facteurs sociodémographiques
Ce qu’ils veulent faire Rechercher de l’information Trouver un produit, obtenir un prix Trouver un magasin, s’inscrire à
un concours ou un newsletter, etc.
Est-ce qu’ils ont réussi? Trafic ciblé et qualifié Expérience agréable Processus fonctionnel et efficace
Qui nous voulons
Comment les aider
En ligne avec nos objectifs stratégiques
10
KPIs fréquemment suggéréseCommerce Marketing Support Content
Executive Level KPIs
•Order conversion rate•Customer conversion rate•Average order value•Average revenue per visit•Average cost per conversion•Percentage high/low satisfaction customers
•Average page views per visit•Average cost per visit•Average of high, medium, low frequency visitors
•Average time to respond to email inquiries•Percent of high/low satisfaction customers•Percent new/returning customers
•Lead generation conversion rate•Average cost per conversion•Average time to respond to email inquiries•Average (estimated) revenue per visit
Strategic Level KPIs
•Ratio of new to returning visitors•New and returning visitors conversion rate•Percent of revenue from new and returning customers•Average time to respond to email inquiries•Home page and landing pages “stickiness”
•Average visits per visitor•Ratio of new to returning visitors•Percentage of high, medium, low time spent visits
•Information find conversion rate•Percent visitors using search•Percent visitors in a specific segment
•Percentage visitors in a specific segment•Average visits per visitor•Percentage of high, medium, low time spent visits•Percentage of high, medium, low recency visitors•Ratio of new to returning visitors
Tactical Level KPIs
•Search to purchase conversion rate•Cart and checkout completion rate•Order conversion rates per campaign and campaign type•Percent low recency visitors•Percent zero result and zero yield searches•Percent high, medium, low click depth visits
•Subscription conversion rate•Percent of visitors using search•Percentage of high, medium, low click depth visits•Landing pages “stickiness”
•Percent of high, medium, low click depth visits•Percent zero result and zero yield searches•Search result to site exits ratio•Form completion rate•Download completion rate
•Landing page “stickiness”•Average searches per visit•Percent zero result and zero yield searches•Lead generation rate per campaign and campaign time
11Adapté de Eric Peterson, « The Big Book of Key Performance Indicators »
Exemples
KPIs Recommandés Connaissances acquises grâce à l’analyse des éléments critiques,
toujours présentés en contexte et selon un segment spécifique
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Key Performance Indicators
Executive
1. Online Sales Revenues2. Cart & Checkout Conversion Rates3. Average Order Value4. Visits to Online Success Ratio (regardless of activity)
Strategic
1. Cost per Conversion2. Ratio of First Time to Repeat Customers3. Ratio of New to Repeat Visitors4. Frequency/Recency Indexes for Visits and Orders
Tactical
1. Checkout Process Conversion2. Form Abandonment for critical events3. Bounce Rate, Time on Site, Visits to Purchase, Time
to Purchase
Instrumentation
Écosystème
« L'ensemble formé par une association ou communauté d'êtres vivants et son environnement géologique, pédologique et atmosphérique. Les éléments constituant un écosystème développent un réseau d'interdépendances permettant le maintien et le développement de la vie. »
15Source: Wikipedia.org
Example ecosystem Direct competition:
X Y Z
Indirect online generalists: A B
Known competitors: A B C D
16
Source: Touchgraph.com analysis
Indirect/related: E F G H
Example report from Omniture SiteCatalyst
Conversion rates by source/revenue
Segmented Conversion RatesConversions
(orders/visits) Revenues
Email Marketing 11.22% 198,709.00$ Direct Traffic 6.25% 195,192.50$ MSN 3.78% 54,126.00$ Google 6.16% 40,301.00$ Yahoo 6.62% 35,183.00$ Corporate Referrals 4.01% 22,468.00$ PPC 5.23% 10,766.00$ Promo sites 2.45% 2,569.00$ Total 559,314.50$
Conversions & Revenues
$-
$100
$200
$300
$400
$500
$600
$700
$800
$900
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-
06
Feb-
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-…
Apr-
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Jun-
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Jul-0
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Aug-
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-06
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Jan-
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Jan-
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Thou
sand
s
Cart Conv Rate
Checkout Conv Rate
Revenues
Form overlay example
Web Analytics Association
UBC Award of Achievement in Web Analytics
eMetrics Marketing Optimization Summit
INTRODUCTION À INTRODUCTION À L’ANALYTIQUE WEBL’ANALYTIQUE WEB
Université de Montréal
Stéphane Hamel
