Transcript Measuring Performance

Measuring PerformanceWeb Analytics
Andre Samuel
What is web analytics?
• Web analytics is the objective tracking, collection, measurement,
reporting and analysis of internet data to optimize websites and wen
marketing initiatives. DAA (2005)
Performance Metrics Framework
• Measurements for assessing the effectiveness of internet marketing
can be thought of as answering these questions:
• Are corporate objectives identified in the internet marketing strategy being
met?
• Are marketing objectives defined in the internet marketing strategy and
plan achieved?
• How efficient are the different promotional techniques used to attract,
interact, engage and retain visitors to a site?
Diagnostic Categories for E Marketing
Measurement Chaffey (2009, pg. 583)
Web Analytics Standards
1. JICWEBS (The Joint Industry Committee for Web Standards in the
UK and Ireland)
• http://www.jicwebs.org/agreed-principles/website-traffic-standards
2. DAA (Digital Analytics Association)
• http://www.digitalanalyticsassociation.org/Files/PDF_standards/Web
AnalyticsDefinitions.pdf
Channel buyer behaviour
• Once customers have been attracted to the site we can monitor
content accessed, when they visit and how long they stay, and
whether this interaction with content leads to satisfactory marketing
outcomes such as new leads or sales.
• If visitors are incentivised to register on-site it is possible to build up
profiles of behaviour for different segments. It is also important to
recognise return visitors for whom cookies or login are used.
• Key ratios are:
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Bounce rates for different pages, i.e. proportion of single page visits
Home page views/all page views e.g. 20% = (2358/11 612)
Stickiness: Page views/visitor sessions e.g. 6% = 11 612/2048
Repeats: Visitor sessions/visitors e.g. 2% = 2048/970
Channel satisfaction
• can be used to assess customers’ opinions of the web site content
and customer service and how it has affected overall perception of
brand.
• Key measure:
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Customer satisfaction indices.
ease of use,
site availability and performance, and
e-mail response.
Channel outcomes
• Key Measures
• Conversion rate, visitors to purchase = 2% (10 000 visitors, of which 200 make
purchases).
• Conversion rate, visitors to registration = 5% (10 000 visitors, of which 500
register).
Collecting site-visitor activity data
• records the number of visitors on the site and the paths or
clickstreams they take through the site as they visit different content.
• Page impressions or page views and unique visitors are good
measures of site activity.
Page Impressions & Unique Visitors
www.example.com
• Page Impressions: One person viewing
one page = a page view or impression.
• Unique visitors: individual visitors to a
site measured through cookies or IP
addresses on a computer.
• Visitor Sessions: number of visits of 30
minutes (standard) duration.
• Pages per visit (PPV): average number
of pages viewed per visitor to the site
showing engagement.
• Visits per unique visitor (VPV):
frequency of site visits over data
period collected (may need to be
longer than a month).
Application to assignment
Marketing Objectives
Metrics
Target