What's the buzz about Analytics? It's the data man! This presentation is about how Web Analytics can be a value towards improving Online User Experience.

1. SapientNitro Nicolas Mohr SM Using Data To Improve Online User Experience Sep. 23 2010

3. Why do we need this?

4. Or this?

5. What does YOUR company do with Web Analytics? How much time do Visitors spend on our site? Count Visitors Where do Visitors come from? Site Overlays are cool!!! Should we invest in SEO/SEM? Everybody has Web Analytics! Bounce Rate? Why should I care? Count Pageviews My boss loves reports I forgot my login details…

6. ??? Source: Forrester Wave on Web Analytics, Q3 2009 So what’s all the buzz around Web Analytics?

7. It’s the DATA, man!

8. Higher Business Value Lower Higher Complexity of Analysis “ What has happened?” “ Why has it happened?” “ What will happen?” Competitive Parity Competitive Advantage Standard Metrics - Analytics Bulletin/Sheet Volumetric Impact Measure ROI – Consumer, Campaign, Program Pre- and Post-Benchmarking and Analysis Consumer to Brand Relationship Tracking Comprehensive Consumer Profiling/Personas Consumer Cohorts – Brand, Lifestyle, Experience, Behavior Receiver Reaction Voice of the Customer Research Social Media Tracking and Analysis Switch-point Analysis Financial Sensitivity Response Analysis Conversion Prediction/Best Prospect Identification Customer Centricity Data Opportunity: Competitive Advantage

12. So you are saying that I can optimize Web Sites with Data Analysis? But we run A/B tests and are absolutely fine with it...!

13. A/B testing is like sandpaper. You can use it to smooth out details, but you can't actually create anything with it. Nathan Bowers Web designer

17. Bringing Requirements and KPIs together Thrill Requirement KPIs Satisfaction Requirement KPIs Basic Requirement KPIs      Met Not met Exceeded Met Not Met Met Not met

19. Banner-Ad & Microsite Design Usability Testing Website Design Analytics & Reporting Multivariate Testing Application Design Case Study – Improving User Experience

21. Case Study – Improving User Experience

22. Case Study – Improving User Experience

24. Thank you!