Download wawauckland presentation feb 2016

welcome to #wawauckland
feb 2016
about #wawauckland
worldwide meet-up group
it’s about promotion of web analytics
sharing ideas
education
best practice
WaW – Stockholm (Sweden)
WaW – Sydney (Australia)
WaW – Melbourne (Australia)
#wawauckland format
- once a month
- roughly an hour
- update in world of analytics and digital
(e.g. Google analytics)(5 mins)
- presentation (specific topic)(30-40 mins.)
- Q&A (10-15 mins.)
#wawauckland - organiser
-
principal consultant – FIRST Digital
-
10+ yrs commercial/5+ yrs in digital
-
Google Analytics / Adobe Analytics /
Optimizely qualified
-
Avid mountain biker
Updates in analytics / digital
Smart Goals (Google Analytics)
-
For optimising Adwords campaigns
-
Not applicable if you’re already have goal tracking configured (enable in the “Goal Setup” menu)
-
Uses “machine learning” to determine which signals on your site will lead to a conversion
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Example signals include Session duration, Pages per session, Location, Device and Browser
Autotrack for analytics.js
“Tracking popular elements now made much
simpler with minimal effort – almost like a self
driving car!”
-
The default analytics.js snippet does basic page tracking (such as “pageview” hit)
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Popular elements to track (such as Events & Social Interaction) normally required
additional coding
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Autotrack is a JS library containing plug-ins that make it much easier to track popular
elements
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These include:
eventTracker – event tracking
socialTracker - social interaction on site such as Likes, Follows and Tweets
outboundLinkTracker - outbound links tracked as events
(not really analytics) Google Ads update
-Four text ads at top (max.)
-Further three ads at bottom
of page
-No text ads on the right
“It’s Black Friday and there was a technical issue
on my website.
Did I lose any money because of it? If so, how
much?”
Six Sigma will get your through
Define
• What is the objective / problem statement?
• What is the scope?
Measure
• Gather relevant data for high level analysis
• Identify and pattern and potential outliers
Analyse
• Establish correlations
• Conduct deeper analysis on metrics
Improve
• Effectively communicate insights about findings and
recommendations
Control
• Suggest actions to proactively action similar situations
in future
Define
Measure
Analysis
Improve
Control
• Form a hypothesis
• Clearly define the issue and what you’re trying to achieve
• Allows for clarity on outcome of activity – especially important if you’re working
with stakeholders
“Hypothesis:
Performance issues on Black Friday and Cyber Monday impacted the user
experience, leading to lower conversion rates, less transactions than expected
and missed revenue opportunity”
Define
Measure
Analysis
Improve
Control
Define
Measure
Analysis
Improve
Control
• Determine the analysis period
- Look at Black Friday and Cyber Monday. You’d expect it to be different from
others
• Establish a baseline
- What is “normal”? This will provide a basis of comparison
- This could include:
- Year on Year comparison
- Historical (e.g. three or six months worth) of data
• Identify available metrics that matter
- Traffic data: Sessions / Pageviews (under Audience)
- Performance data: Avg. Page Load Speed / Server Response Time (under
Behaviour / Site Speed )
- Transaction data: Transactions / Conversion Rate / Avg. Order Value / Revenue
(under Conversions / Ecommerce)
Define
Measure
Analysis
Improve
• Traffic data
- Lower volume of traffic on weekends;
- Traffic spikes around noon and 8pm;
- Marketing activities that could explain some peaks in traffic
Control
Define
Measure
Analysis
Improve
Control
• Performance data
- Page Load time & Server Response Time good metrics here;
- Looking at the data and comparing the two metrics showed that:
Correlation
- Correlation between increase in Sessions & increase in Server Response Time
- This lead to increase in Page Load time
Isolate
- This trend was consistent across all users
- No significant difference between Country, Device or Browser
Outliers
-There were other isolated incident where there was slow performance (>5 sec
page load speed) which corresponded with increase in traffic
Define
Measure
• Transactional Data
Analysis
Improve
Control
Define
Measure
Analysis
• Transactional Data
PARTY TIME??
Improve
Control
Define
Measure
Analysis
When there was website “issues”..
• Let’s use this to quantify...
• For the hours where...
• [Server Response Time] > 0.4 secs
AND
• [Conversion Rate] < 5.2%
Opportunity cost
THEN CALCULATE
• Sessions x 5.2% x $74.69
MINUS
• Revenue
Improve
Control
Define
Measure
Analysis
Improve
Control
• Let’s use this to quantify...
• For the hours where...
• [Server Response Time] > 0.4 secs
AND
“For the period when the
website was experiencing
issues...”
• [Conversion Rate] < 5.2%
THEN CALCULATE
• Sessions x 5.2% x $74.69
(“What we could have earned if no issue”)
MINUS
• Revenue
(“What we actually earned”)
“...let’s calculate the
opportunity cost!”
Define
Measure
Analysis
Improve
Missed
Opportunity =
$700k
Control
Define
Measure
Analysis
Improve
Control
• Recommend
• More robust back-end systems
• Client can now easily quantify what the business impact if they didn’t do
anything
• Remember, without the analysis, the Transactions data looked good!
• Can also back up with further potential impact beyond the analysis
• Example:
• Loss of disgruntled customers – who may have purchased again the
future
• Bad press / social word-of-mouth – complaining customers may
distract others and negatively
impact brand
Define
Measure
Analysis
Improve
Control
#ClickFrenzy event in 2012 is a
prime example
- Website couldn’t keep up with
demand
- Disgruntled consumers &
retailers took to social media
- #ClickFrenzy hashtag became
#ClickFail
Define
Measure
Analysis
Improve
• To prevent in future...
• Set up custom Google Alert
• Alert when Server Response Time is “slow”
• Consider third party solution software
• Simulates a user going through cart and reports on speed
• Example, www.alertbot.com
Control
Define
Measure
• Performance issues on Black Friday and Cyber Monday impacted the user experience, leading to lower conversion
rates, less transactions than expected and missed revenue opportunity”
• Determine analysis period & establish a baseline
• Identify the metrics that matter (Sessions, Performance & Transaction metrics)
• Data that may look good need to be put into context (such as Transactions data)
• “For the period where website is “slow”, let’s calculate the opportunity cost!”
Analyse
Improve
Control
• Recommendations to improve back-end systems
• Decision makers now can quantify $ impact if they were to “do nothing”
• Set up custom Google Alerts for server response time (automatic email to IT)
• Consider a third party, website monitoring solution
• Job board...
• Senior Insights Analyst
• Company: NZ Post
• Experienced Senior Insight / Web Analyst
• Strong technical skills required
• Digital Optimisation Lead – Sales & Service
• 5+ years experience required
• Experience in digital sales and online optimisation
• Proficient use in analytics required (Google Analytics)
• Data Science Director
• Search Company
• Experience in data strategy, measurement and customer insight in
performance media
thank you
isikeli raicebe