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welcome to # wawauckland f eb 2016

welcome to # wawauckland f eb 2016. about # wawauckland worldwide meet-up group it’s about promotion of web analytics sharing ideas education best practice. WaW – Stockholm (Sweden). WaW – Sydney (Australia). WaW – Melbourne (Australia). # wawauckland format

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welcome to # wawauckland f eb 2016

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  1. welcome to #wawauckland feb 2016

  2. about #wawauckland • worldwide meet-up group • it’s about promotion of web analytics • sharing ideas • education • best practice

  3. WaW – Stockholm (Sweden) WaW – Sydney (Australia) WaW – Melbourne (Australia)

  4. #wawauckland format - once a month - roughly an hour - update in world of analytics and digital (e.g. Google analytics)(5 mins) - presentation (specific topic)(30-40 mins.) - Q&A (10-15 mins.)

  5. #wawauckland - organiser • principal consultant – FIRST Digital • 10+ yrs commercial/5+ yrs in digital • Google Analytics / Adobe Analytics / • Optimizely qualified • Avid mountain biker

  6. Updates in analytics / digital

  7. Smart Goals (Google Analytics) • For optimising Adwords campaigns • Not applicable if you’re already have goal tracking configured (enable in the “Goal Setup” menu) • Uses “machine learning” to determine which signals on your site will lead to a conversion • - Example signals include Session duration, Pages per session, Location, Device and Browser

  8. Autotrack for analytics.js “Tracking popular elements now made much simpler with minimal effort – almost like a self driving car!” • The default analytics.js snippet does basic page tracking (such as “pageview” hit) • Popular elements to track (such as Events & Social Interaction) normally required additional coding • Autotrack is a JS library containing plug-ins that make it much easier to track popular elements • These include: • eventTracker – event tracking • socialTracker - social interaction on site such as Likes, Follows and Tweets • outboundLinkTracker - outbound links tracked as events

  9. (not really analytics) Google Ads update • Four text ads at top (max.) • Further three ads at bottom of page • No text ads on the right

  10. “It’s Black Friday and there was a technical issue on my website. Did I lose any money because of it? If so, how much?”

  11. Six Sigma will get your through

  12. Define Measure Analysis Improve Control • Form a hypothesis • Clearly define the issue and what you’re trying to achieve • Allows for clarity on outcome of activity – especially important if you’re working • with stakeholders • “Hypothesis: • Performance issues on Black Friday and Cyber Monday impacted the user experience, leading to lower conversion rates, less transactions than expected and missed revenue opportunity”

  13. Define Measure Analysis Improve Control

  14. Define Measure Analysis Improve Control • Determine the analysis period • - Look at Black Friday and Cyber Monday. You’d expect it to be different from • others • Establish a baseline • - What is “normal”? This will provide a basis of comparison • - This could include: • - Year on Year comparison • - Historical (e.g. three or six months worth) of data • Identify available metrics that matter • - Traffic data: Sessions / Pageviews (under Audience) • - Performance data: Avg. Page Load Speed / Server Response Time (under • Behaviour / Site Speed ) • - Transaction data: Transactions / Conversion Rate / Avg. Order Value / Revenue • (under Conversions / Ecommerce)

  15. Define Measure Analysis Improve Control • Traffic data • - Lower volume of traffic on weekends; - Traffic spikes around noon and 8pm; - Marketing activities that could explain some peaks in traffic

  16. Define Measure Analysis Improve Control • Performance data • - Page Load time & Server Response Time good metrics here; • Looking at the data and comparing the two metrics showed that: • Correlation • Correlation between increase in Sessions & increase in Server Response Time • This lead to increase in Page Load time • Isolate • This trend was consistent across all users • No significant difference between Country, Device or Browser • Outliers • There were other isolated incident where there was slow performance (>5 sec • page load speed) which corresponded with increase in traffic

  17. Define Measure Analysis Improve Control • Transactional Data

  18. Define Measure Analysis Improve Control • Transactional Data PARTY TIME??

  19. Define Measure Analysis Improve Control • Let’s use this to quantify... • For the hours where... • [Server Response Time] > 0.4 secs • AND • [Conversion Rate] < 5.2% When there was website “issues”.. THEN CALCULATE • Sessions x 5.2% x $74.69 • MINUS • Revenue Opportunity cost

  20. Define Measure Analysis Improve Control • Let’s use this to quantify... • For the hours where... • [Server Response Time] > 0.4 secs • AND • [Conversion Rate] < 5.2% “For the period when the website was experiencing issues...” THEN CALCULATE “...let’s calculate the opportunity cost!” • Sessions x 5.2% x $74.69 • MINUS • Revenue (“What we could have earned if no issue”) (“What we actually earned”)

  21. Define Measure Analysis Improve Control Missed Opportunity = $700k

  22. Define Measure Analysis Improve Control • Recommend • More robust back-end systems • Client can now easily quantify what the business impact if they didn’t do • anything • Remember, without the analysis, the Transactions data looked good! • Can also back up with further potential impact beyond the analysis • Example: • Loss of disgruntled customers – who may have purchased again the future • Bad press / social word-of-mouth – complaining customers may • distract others and negatively impact brand

  23. Define Measure Analysis Improve Control • #ClickFrenzy event in 2012 is a prime example • Website couldn’t keep up with demand • Disgruntled consumers & retailers took to social media • #ClickFrenzyhashtag became #ClickFail

  24. Define Measure Analysis Improve Control • To prevent in future... • Set up custom Google Alert • Alert when Server Response Time is “slow” • Consider third party solution software • Simulates a user going through cart and reports on speed • Example, www.alertbot.com

  25. Job board... • Senior Insights Analyst • Company: NZ Post • Experienced Senior Insight / Web Analyst • Strong technical skills required • Digital Optimisation Lead – Sales & Service • 5+ years experience required • Experience in digital sales and online optimisation • Proficient use in analytics required (Google Analytics) • Data Science Director • Search Company • Experience in data strategy, measurement and customer insight in performance media

  26. thank you isikeliraicebe

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