A brief introduction to Web Analytics For a course in Web Analytics - See more at: http://www.jigsawacademy.com/web-analytics-training#sthash.LsGc9ZIT.dpuf. This course is for professionals interested in assessing online business performances and students interested in e-commerce marketing & sales careers.

2. • Able to connect and browse the internet via:
– PC, laptop, smart phone & tablet
• Spoken and written command of English
language
• Basic Mathematics i.e. percentages, ratios
• Basic Finance i.e. cost, revenue, profit, RoI,
etc.
Prior Knowledge

3. Good to have general awareness of:
– Online websites & Ecommerce
– JavaScript & basic scripting language
Prior Knowledge

4. Introduction to Web Analytics
INDEX
Strategy & Implementation
Measurement Model & KPIs
Data Coverage & Capture
Data Accuracy

5. Data Integration
INDEX
Reporting & Analysis
Interpretation of Reports / Analysis
Challenges & Opportunities

6. Topic 1
INTRODUCTION TO
WEB ANALYTICS

7. What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1

8. Opening Example

9. Where do your visitors come
from?
Why are they visiting
your website?
What did they do on
your website?
Why are they leaving?
What did they
think of your
product or
site?
Would they
come back
again?
Did they browse
or purchase?

10. To measure actions to
understand business
performance

11. But when do these interactions
happen?

12. … before they reach your
website
PRE-SITE

13. … on your website
ON SITE

14. … after they leave your
website
POST SITE

15. So when do these interactions
happen?
PRE-SITE ON SITE POST SITE

16. - Did we attract the right visitors?
- What were they interested in?
- Would they return again?
Questions to Consider

18. PRE-SITE
Search Engine Based
Tracking of Visitors

19. ON SITE
Server Logs
or
Analytics Tools

20. POST SITE
Analytics Tools,
Cookie Tracking,
Email Communication
etc.

21. Why stitch all this information
together?

22. By measuring the health of
your online business,
you gain insights for
improvement!

23. Web Analytics is the science and art of
data collection, analysis and interpretation
into insights for achieving online business goals

24. How did people
learn about or
reach your site?

25. AWARENESS COMPARISON PURCHASE

26. Who are your
customers?

27. Essential building blocks
of a business strategy –
online or offline!

28. What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1

29. OFFLINE ONLINE
Ongoing marketing
spends based on
aggregate level
information
Marketing spends
tracked on hourly
basis & changed
according to trends

30. OFFLINE ONLINE
Low visibility on
progress
Instant understanding
Of audience reach
and interest

31. OFFLINE ONLINE
Success determined
by peer review and
perceptions
Quantitative ROI
of campaigns
known

33. - Measures fast, in real-time
- Allows experimentation
- Identify true ROI
If we were in the online space …

34. What is Web Analytics?
Why is it Useful?
Who uses Web Analytics?
TOPIC 1

35. CUSTOMER
SUPPORT
OFFLINE
STORES
SALES &
MARKETING
IT
OPERATIONS PURCHASING
SENIOR
MANAGEMENT
FINANCE

36. Think about it!
Are you able to name one
Business Metric or Indicator
relevant to each function?

37. CUSTOMER
SUPPORT
OFFLINE
STORES
SALES &
MARKETING
IT
OPERATIONS PURCHASING
SENIOR
MANAGEMENT
FINANCE
Satisfaction
Revenue
& Brand
Online Data
Website ROI
Order Fallout
Budgeting
Inventory

38. Insights from Web Analytics
will be relevant across all
business functions!

39. RECAP
 Analyzes website data of users
 Uses different analytic tools
 Benefits businesses

40. Thank You