{"id":228,"date":"2014-08-18T22:58:36","date_gmt":"2014-08-18T14:58:36","guid":{"rendered":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.websell.com.sg\/?page_id=228"},"modified":"2016-05-02T10:47:05","modified_gmt":"2016-05-02T02:47:05","slug":"web-analytics-2","status":"publish","type":"page","link":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.websell.com.sg\/web-analytics-2\/","title":{"rendered":"Web Analytics"},"content":{"rendered":"

[vc_row][vc_column width=”2\/3″][vc_column_text]Collection, measurement and visualization of web data (traffic and usage data) for the purpose of analysis is termed as Web Analytics.\u00a0 Primarily related to website data, its scope can be extended to mobile and web based online applications as well.<\/p>\n

Insights gleaned from Analytics can help businesses make informed decisions, measure performance and track\/monitor operations.\u00a0 If implemented and consumed correctly it can serve as a trustworthy compass guiding you to the direction of the true north.<\/p>\n

Sophisticated reporting and analytics accessible previously only to large companies that could afford them are now mainstream and easily obtainable, with many of them absolutely free![\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”76″ alignment=”center” border_color=”grey” img_link_target=”_self” img_size=”medium”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space height=”20px”]

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What can Analytics do for you<\/h3>\n

Traditional Business Intelligence (BI) and Analytics platforms can deliver significant value at strategic as well as tactical levels to an organization.\u00a0 As opposed to the conventional way of reporting thru fixed format, canned reports which can get unwieldy, Analytics offer summarized views of the information – metrics and data points that can be sliced and diced by different dimensions (viewpoints).\u00a0 Besides, the ability to drill-down on data also gives the added capability to look at lower level details and facts.\u00a0 Such features are ideal for getting clarity on issues and finding out the root cause.<\/p>\n

Dashboards, a popular way to visualize data and present key metrics are ideal to monitor events, study trends, do time period based comparisons and check website health\/usage at a glance.\u00a0 All in all, Analytics enables you to make decisions that are based on factual data rather than on using gut-feel or guesswork.\u00a0 Besides giving you the capability to measure performance so that you can manage your business or website better, it helps in forecasting, planning and mitigating risks.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space height=”20px”]

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How does a Web Analytics System work<\/h3>\n

While BI & Analytics offers a superb information delivery mechanism, a lot of complexity and heavy lifting goes before it.\u00a0 Information has to be prepared by crunching vast volumes of history data, summarized at different aggregate levels, and assembled in an easily consumable visual format.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/3″][vc_empty_space height=”10px”][vc_column_text]In the case of Web Analytics, data is collected by means of a tracking code on the Website that tracks and sends data about the user, user session, and the user activities performed to a central database server.\u00a0 Data from other sources can also be collected and integrated with website tracking data.\u00a0 All incoming data has to be transformed and loaded into a pre-defined data models.\u00a0 After aggregating and organizing data, reporting views are built from where the Analytics can be presented to the end user.<\/p>\n

On the front-end users have the flexibility to query, filter, group, setup conversion goals and consume the data in a variety of formats.[\/vc_column_text][\/vc_column][vc_column width=”2\/3″][vc_single_image image=”73″ alignment=”center” border_color=”grey” img_link_target=”_self” img_size=”full”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_column_text]While a Web Analytics System can be custom built like any other BI application, Google Analytics provides a compelling offering that is easy to implement and is available free of charge.\u00a0 Initially developed out of an acquisition Urchin Software, Google Analytics today has grown to be the industry standard for Web Analytics<\/a>.\u00a0 Its new Universal Analytics framework lets users collect data from other digital devices (besides websites & mobile apps) and manage all analytics under a single user interface.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space height=”20px”]

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What can you Analyse and how can it Help<\/h3>\n

There are various analyses that can be performed using web Analytics.\u00a0 These can give plentiful insights not only about your Website or App but also about the medium which brings traffic to your web property<\/a>. \u00a0Basic level analytics can be categorised under 3 buckets –<\/p>\n

1. Visitors<\/h4>\n

Helps you understand the characteristics of your visitors such as where they come from, how they access and how long they engage with your Website or App<\/p>\n\n\n\n\n\n\n
What can you Analyse?<\/strong><\/td>\nHow can it help?<\/strong><\/td>\n<\/tr>\n
Customer profile analysis<\/em> \u2013 How many new or returning visitors came to your site, how much time they spent on it, how may pages they view and so on<\/td>\nCan give inputs for developing your loyalty program or remarketing efforts to grow your returning customer baseHelps you evaluate the effectiveness of your content by checking if the time spent is commensurate with the intended purpose of the site content<\/td>\n<\/tr>\n
Geo view of audience<\/em> \u2013 Map view with viewership broken down by continent, country and city<\/td>\nCan help you to focus on marketing efforts in locations where needed or invest in business development in areas where there\u2019s more potential<\/td>\n<\/tr>\n
Technology & device used<\/em> \u2013 What browser and OS do your visitors use; percentage of traffic from desktop, mobile, tablets and using which device<\/td>\nStudying the Bounce Rates by device gives an indication if the site is optimized (say for Mobile) or needs to be responsive<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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2. Acquisition<\/h4>\n

Gives information on how your users actually find you.\u00a0 Provides you insights on which marketing channels and sources are effective[\/vc_column_text][vc_empty_space height=”10px”][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text]<\/p>\n

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What can you Analyse?<\/strong><\/td>\nHow can it help?<\/strong><\/td>\n<\/tr>\n
Channel Analysis<\/em> \u2013 Lets you analyse traffic and conversion to your website by Channel<\/td>\nCan help you decide which channel to focus on for your marketing efforts<\/td>\n<\/tr>\n
Traffic Source Analysis<\/em> \u2013 Gives you visibility on what medium and source sends traffic to your site along with behavioural and conversion metrics.<\/td>\nCan help you distinguish which site or traffic source is best for investing your advertising dollars<\/td>\n<\/tr>\n
Search Marketing<\/em> \u2013 Provides detailed reporting on user query terms, Paid\/organic keywords, and statistics on the landing pages appearing on search<\/td>\nHelps you measure performance of your Search Marketing initiatives \u2013 whether your SEO or PPC efforts are working or not<\/td>\n<\/tr>\n
Campaign Analysis<\/em> \u2013 Lets you study traffic that came from a particular Campaign (if it was campaign tagged)<\/td>\nHelps measure performance of Marketing Campaigns<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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3. Interaction<\/h4>\n

Tells you how users interact and engage with your content \u2013 what do they look at and how do they navigate between the pages<\/p>\n\n\n\n\n\n\n\n\n
What can you Analyse?<\/strong><\/td>\nHow can it help?<\/strong><\/td>\n<\/tr>\n
Site Content Statistics<\/em> \u2013 Gives detailed reports on what content was accessed, how many times and how long is the interaction; Entrance Paths and Exist pages; etc<\/td>\nHelps you identify low performing pages that need improvement or high performing content that can be used as a guide for future reference<\/td>\n<\/tr>\n
Site Search<\/em> \u2013 Used by visitors when they don\u2019t find the information they are looking for<\/td>\nThese stats can be studied to identify missed opportunities or investigate if your site navigation needs any improvement<\/td>\n<\/tr>\n
Event Tracking<\/em> \u2013 Gives ability to track and measure the actions you want your users to take such as Download, Ad Clicks, Video Plays and so on<\/td>\nEvent based goals can help you measure and manage effectively, the desired actions you want your users to take<\/td>\n<\/tr>\n
In-Page Analytics<\/em> \u2013 Lets you see which part and portion of the web page users interact with<\/td>\nHelps you study the hot spots and unclicked portions on your page<\/td>\n<\/tr>\n
User Flow Visualization<\/em> \u2013 Lets you analyse the path taken by visitors while navigating your site, where they entered from, what did they pass thru and from where did they exit<\/td>\nHelps you analyse the effectives of a given page as landing page or which page has the maximum drop-offs.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Besides these, advanced web analytics can be employed to study Conversions, E-commerce reporting, Sales Attribution models and so on.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space height=”20px”]

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Key Metrics & Reports beginners should look at in Web Analytics<\/h3>\n

While there numerous metrics that can be analysed and tracked in Web Analytics.\u00a0 Here are the key one\u2019s that anyone beginning with Web Analytics should look at.[\/vc_column_text][vc_empty_space height=”15px”]