Transcript Web Analytics KPIs & Other Important Acronyms/Initials

Web Analytics KPIs
& Other Important
Acronyms!
Darrell Sandefur
7/8/2009
Content



Ideologies
Use Case Scenarios
Roles
Tools of the Trade
 Interests
 KPIs



Other Analytics & Metrics
Q&A
Ideologies





To measure is to know – if you don’t
measure, you don’t know
Make principal-based, data-driven
decisions
Measure twice, report once
Determine value of non-monetary
conversions
Beware intuition
Use Case Scenarios
Roles










Advertiser & Marketer
Architect
Business Manager
Designer
Developer
E-commerce Director
Merchandiser
Operations & Support
Procurement & Project Managers
User Experience
Advertiser & Marketer


Tools of the Trade:

Advertising Management

E-mail Service Provider (ESP)

Web Analytics
Interests:

Advertising effectiveness

Conversions (conversion rate)

E-mail success

Search Engine Marketing (SEM)

What sites visitors come from

Where visitors go within site (sections)

Where visitors go after visiting

KPIs:

Ads Clicks (click rate or click-throughs)
Impressions

View-throughs
Affinity (audience also likes and/or visits)
E-mail 
Bounce (undelivered)

Clicks

Delivered

Opted Out

Responded
Geolocation
Page Views (PV)
Post-click Conversion Activities (PCCA)
Post-impression Activities (PIA)
Search 
Engines :

Natural keywords

Pay Per Click (PPC) keywords

Internal :

Onsite Search Terms

Number of Search Results
Traffic (frequency)










Architect



Tools of the Trade:
 Performance Monitoring
 Web Analytics
Interests:
 Systems –
 Capacity (Load/Stress Testing)
 Engineering
 Upgrades
KPIs:
 Page Views
 Unique Visitors
 FITB…
Business Manager



Tools of the Trade:
 E-mail Service
Provider (ESP)
 Web Analytics
Interests:
 It depends!
KPIs:
 Advertiser/Marketer
KPIs
 Geolocation  Countries
 Regions (time
zones)
 State
 Cities
 Monthly Unique
Visitors (MUV)
 Monthly Visits (MV)









Next/Previous Page
Flow
Page Views for
Unique Visitors
Pathing  Entries
 Exits
Searches to Orders
Time Spent on Page
Traffic Frequency
(quantcast.com)  Addicts
 Regulars
 Passers-by
Unique Visitors
Visit Number
Visits to Orders
Designer



Tools of the Trade:
 Web Analytics
Interests:
 System Requirements
KPIs:
 Browsers
 Demographics
 Mobile (devices)
 Screen:
 Height
 Width
Developer



Tools of the Trade:
 Performance Monitoring
 Web Analytics
Interests:
 Application –
 Performance
 Specifications
 Visitor (Technology) Profile
KPIs:
 Browser (Types)
 Cookies (On or Off)
 Daily, Weekly, or Monthly Average Page Views
 Daily, Weekly, or Monthly Average Unique Visitors
 JavaScript –
 On or Off
 Version
E-commerce Director



Tools of the Trade:

Web Analytics
Interests:

Conversions
KPIs:

Abandonment

Competition

Fallout

Most Popular Paths

Order Conversion Rate

Orders

Purchase Conversion Funnel  Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket)
 Average Revenue Per Unit
 Average Revenue Per Visit
 Average Units Per Order

Revenue

Searches to Orders (STO)

Shoppers  NS – New Shoppers
 RS – Return Shoppers
 SES – Search Engine Shoppers

Visits to Orders (VTO)
Merchandiser

Tools of the Trade:


Web Analytics
Interests:
A/B Testing
 User Experience


KPIs:
Advertiser/Marketer
KPIs
 Product(s)
 Site Section (channel)

Operations & Support



Tools of the Trade:
 Performance
Monitoring
 Web Analytics
Interests:
 Availability (# of 9s)
 Performance
 Stability
Interests:
 Page Views # or %  Decrease
 Increase
 Response Time
 Availability
 Consistency
Procurement & PMs

Tools of the Trade:


Web Analytics
Interests:
Billing
 Solutions (PM)
 Trending for contract licensing


KPIs:
Monthly or Annual Page Views
 Server calls

User Experience



Tools of the Trade:
 Web Analytics
Interests:
 Human-to-Computer Interaction (Heuristics)
 Eye Tracking
KPIs:
 Heatmap Overlay  Graphical
 Raw data
 Page Flow  Next
 Previous
Other Analytics & Metrics



Alexa, Compete, comScore, Hitwise, Quantcast, etc.:
 Affinity (audience also likes)
 Business Intelligence (BI)
 Demographics (age, female/male, etc.)
 Marketing Research
 Online and Search Advertising/Marketing data
Gomez, Keynote, etc. (individual page or multi-step transaction):
 Availability
 Consistency
 Performance
Other Solutions:
 Google –
 Alerts
 Trends
 Microsoft adCenter Labs (a.k.a., adLabs)
 SiteCatalyst/Twitter integration
Q&A

The only stupid question is the one left
unasked!