#1NWebinar – 3 Necessary Activities and Skills for Effective Web Analytics
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It is hard to get an effective web analytics program off the ground, and even harder without a proper understanding of what you need. Join Steve Hennigs of Siteimprove as he identifies the three main activities and three required skills your team needs to ensure you move away from just looking at reports and move towards understanding how to improve your website. By the end of this webinar, you will have a better grasp on what you need to invest in and how to allocate your resources to effectively analyze your firm’s digital presence. To view a recording of this webinar, visit http://bit.ly/P8TmWB.
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#1NWebinar – 3 Necessary Activities and Skills for Effective Web Analytics
- 4. 3 3+ = The foundation for a good web analytics program
- 5. Three Activities Data Collection Get the complete picture Data Analysis Dive into the data and recommend action Data Reporting Make it meaningful and get it in the right hands
- 7. Three Skills Leadership To set goals Web Analyst To dive into the data and recommend action Front End Developer To implement tracking
- 8. OR
- 9. What skills do I need? • Business Acumen – I need to understand your firm • Decision Making Skills – I need to be decisive so we can take quick action • Problem Solving – I need to think on my feet to answer a variety of questions • Understanding Digital Marketing – I need a basic understanding of all aspects of digital marketing • Adaptation Skills – I have to roll with the changes in the firm • Strong Communication Skills – Nothing changes if problems and solutions are not communicated well • Political Skills – This goes without saying in any business and the skills are a must in order have the team’s back • Patience – This is a must when conveying complex information What do I cost? Check out Compensation Survey from Legal Marketing Association, http://www.legalmarketing.org/salary_survey
- 10. What skills do I need? • Business Acumen – I need to understand your firm • Problem Solving – I need to think on my feet to answer a variety of questions • Data Visualization Skills – I have to turn data into information that is easily consumed • Understanding Traffic Drivers – I need to understand the basics of SEO, email marketing and other acquisition methods • Adaptation Skills – I have to roll with the changes in the firm • Strong Communication Skills – Nothing changes if problems and solutions are not communicated well • Political Skills – This goes without saying in any business • Technical Skills – I don’t need to know how to code but I need to know what is possible • Patience – This is a must when conveying complex information • Self Starter – Great in any position but a must here in order to keep up with the field What do I cost? Entry level Web Analysts make $53,000 per year (work.chron.com).
- 11. What skills do I need? • Business Acumen– I need to understand your firm • JavaScript Knowledge – This will be critical to any successful analytics implementation • Regular Expression – Depending on your Analytics tool this skill is a necessity • HTML 5 and CSS – I will be editing the code on your site so I should know the ramifications of those edits to ensure nothing goes wrong • Strong Communication Skills – Nothing changes if problems and solutions are not communicated well • Patience – This is a must when conveying complex information • Political Skills – This goes without saying in any business • Programming Language Skills – Whatever programming language is used for your website I need to know what I am doing. I will be editing the code on your site so I should know the ramifications of those edits to ensure nothing goes wrong What do I cost? Entry level Front End Developers make $70,000 per year (www.roberthalf.com).
- 13. Where should my resources go?
- 14. 1. What are the Key Performance Indicators (KPIs) and Micro Conversions (MCs) for our website? 2. What all the ways we expect to acquire traffic? After talking with firm leadership we have agreed the KPIs are X, Y and Z. Also here are our traffic acquisition strategies. Go and implement!
- 15. Helpful blog post on Identifying Key Performance Indicators & Micro Conversions on B2B Websites http://bit.ly/1fae5Wj
- 16. Ok I have my marching orders now I need your help. 1. Is the tracking code on every page of all our sites, blogs, microsites, etc? 2. Do we need any customized coding to track events? 3. How do I track Campaigns with our chosen Analytics tool I’m on it! Here are my next steps
- 17. Step 1. Is this code on all my sites? Step 2. Has Siteimprove added all my sites to be tracked? As a test you can ‘right click’ on any page, select ‘view source’, hit ‘Ctrl + F’ and search for ‘Siteimprove’
- 18. Step 3. Are all my critical interactions being tracked? The Web Analyst needs to review your analytics tool to see if your KPIs and MCs are being picked up. If not your Developer may need to implement Event Tracking. Helpful blog post here on How to Track Key Performance Indicators and Micro Conversions with Events http://bit.ly/1lNqUsB Suggestions to look out for: • PDF clicks • Video views • Vcard downloads • Clicks on tab based content
- 19. Step 4. Are all my Acquisition methods being tracked? If you are like most firms and do email marketing then the answer is no. Here your Web Analyst will have to ensure that Campaign Tracking is part of your process. Helpful blog post here on how to Make Campaign Tracking Part of Your Website Measuring Process http://bit.ly/1h6Vk1k
- 20. The implementation is now complete and we are picking up all necessary data. Over to you to do something with it. I’m on it! On to analyzing the data
- 21. This is where I shine!
- 22. Ok, so how did each of these perform over the past (insert time period here)
- 23. Publications subscribers is one of our KPIs Last month – 300 subscribers This month – 400 subscribers That is a 33% increase! Should we party? Not yet.
- 24. Once the big picture performance of KPIs and MCs is clear a good Web Analyst will ask why?! One way to get to the bottom of things is to segment the data by one or more of these data types: 1. Acquisition – the way people arrived at the site 2. Behavior – what they did on the site 3. Outcomes – did they convert In this case we already are looking at Outcomes so adding Acquisition and/or Behavior segments could be helpful.
- 25. KPI – Publications signups Outcomes segment Search traffic, email traffic, Linkedin traffic, etc. Acquisition segments Time on site, pages visited, etc. Behavior segments Are there any clues in these segments that point to why there was a 33% increase in conversions?
- 26. After finding a clearer picture of ‘why’ with segmentation the Web Analyst needs to go even further! Context must be added. What factors outside of the data influenced the conversion uptick? • Speaking engagements • Individual attorneys pushing the publications • Something less obvious
- 27. Big Picture + Segmentation + Context = More valuable information AND The ability to recommend action
- 28. I need to go through all four steps for each KPI and MC 1. Big picture 2. Segment 3. Context 4. Recommend Action Great but I don’t want to see anything until the data is in a format I can easily understand
- 29. This is not Sending out a report once a month containing standard information with no context or recommendations This is Providing recommendations based on the data in a format that is easy to understand so leadership can take decisive action
- 30. LinkedIn 50 Search 50 Client Alerts 75 Newslet ter 125 How 300 subscribers arrived February 2014 LinkedIn 25 Search 50 Newsletter 125 Client Alerts 200 How 400 subscribers arrived March 2014 33% increase in subscriptions
- 31. Why so much more in March? Bankruptcy Alert generated a total of 130 subscribers! What should we do in April? 1. Send out 3 Client Alerts like we did in March 1. Provide further insight into the bankruptcy alert from March 2. Create content around the bankruptcy topic and place that in the Newsletter
- 32. 3 3+ = The foundation for a good web analytics program
- 33. Three Skills Leadership To set goals Front End Developer To implement tracking Web Analyst To dive into the data and recommend action
- 35. Thank you!
- 36. Upcoming Siteimprove Webinar – Website Content Consistency- Why It's Important and How to Sustain It What – A review of the harm inconsistent content can have on your organization, how this became a problem and a process for how to attack the issue When – Wednesday, May 7 at 1:00 pm Central How do I register? – Follow this link, http://go.siteimprove.com/webinar5b
- 37. Questions
- 38. Helpful Links Identifying Key Performance Indicators & Micro Conversions on B2B Websites - http://blog.onenorth.com/2014/04/24/identifying-key-performance-indicators-micro- conversions-on-b2b-websites How to Track Key Performance Indicators and Micro Conversions with Events - http://blog.onenorth.com/2014/04/25/how-to-track-key-performance-indicators-and-micro- conversions-with-events/ Make Campaign Tracking Part of Your Website Measuring Process - http://blog.onenorth.com/2014/04/28/make-campaign-tracking-part-of-your-website- measuring-process Siteimprove Blog - http://blog.siteimprove.com/web-governance-blog One North Interactive Blog – http://blog.onenorthinteractive.com Avinash Kaushik Blog – http://www.Kaushik.net Next Siteimprove webinar - http://go.siteimprove.com/webinar5b