Download Web Analytics KPIs & Other Important Acronyms/Initials

Web Analytics KPIs
& Other Important
Acronyms!
Darrell Sandefur
7/8/2009
Content
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Ideologies
Use Case Scenarios
Roles
Tools of the Trade
 Interests
 KPIs
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Other Analytics & Metrics
Q&A
Ideologies
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To measure is to know – if you don’t
measure, you don’t know
Make principal-based, data-driven
decisions
Measure twice, report once
Determine value of non-monetary
conversions
Beware intuition
Use Case Scenarios
Roles
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Advertiser & Marketer
Architect
Business Manager
Designer
Developer
E-commerce Director
Merchandiser
Operations & Support
Procurement & Project Managers
User Experience
Advertiser & Marketer
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Tools of the Trade:
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Advertising Management
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E-mail Service Provider (ESP)
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Web Analytics
Interests:
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Advertising effectiveness
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Conversions (conversion rate)
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E-mail success
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Search Engine Marketing (SEM)
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What sites visitors come from
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Where visitors go within site (sections)
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Where visitors go after visiting
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KPIs:
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Ads Clicks (click rate or click-throughs)
Impressions
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View-throughs
Affinity (audience also likes and/or visits)
E-mail 
Bounce (undelivered)
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Clicks
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Delivered
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Opted Out
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Responded
Geolocation
Page Views (PV)
Post-click Conversion Activities (PCCA)
Post-impression Activities (PIA)
Search 
Engines :
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Natural keywords
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Pay Per Click (PPC) keywords
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Internal :
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Onsite Search Terms
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Number of Search Results
Traffic (frequency)
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Architect
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Tools of the Trade:
 Performance Monitoring
 Web Analytics
Interests:
 Systems –
 Capacity (Load/Stress Testing)
 Engineering
 Upgrades
KPIs:
 Page Views
 Unique Visitors
 FITB…
Business Manager
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Tools of the Trade:
 E-mail Service
Provider (ESP)
 Web Analytics
Interests:
 It depends!
KPIs:
 Advertiser/Marketer
KPIs
 Geolocation  Countries
 Regions (time
zones)
 State
 Cities
 Monthly Unique
Visitors (MUV)
 Monthly Visits (MV)
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Next/Previous Page
Flow
Page Views for
Unique Visitors
Pathing  Entries
 Exits
Searches to Orders
Time Spent on Page
Traffic Frequency
(quantcast.com)  Addicts
 Regulars
 Passers-by
Unique Visitors
Visit Number
Visits to Orders
Designer
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Tools of the Trade:
 Web Analytics
Interests:
 System Requirements
KPIs:
 Browsers
 Demographics
 Mobile (devices)
 Screen:
 Height
 Width
Developer
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Tools of the Trade:
 Performance Monitoring
 Web Analytics
Interests:
 Application –
 Performance
 Specifications
 Visitor (Technology) Profile
KPIs:
 Browser (Types)
 Cookies (On or Off)
 Daily, Weekly, or Monthly Average Page Views
 Daily, Weekly, or Monthly Average Unique Visitors
 JavaScript –
 On or Off
 Version
E-commerce Director
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Tools of the Trade:
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Web Analytics
Interests:
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Conversions
KPIs:
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Abandonment
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Competition
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Fallout
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Most Popular Paths
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Order Conversion Rate
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Orders
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Purchase Conversion Funnel  Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket)
 Average Revenue Per Unit
 Average Revenue Per Visit
 Average Units Per Order
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Revenue
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Searches to Orders (STO)
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Shoppers  NS – New Shoppers
 RS – Return Shoppers
 SES – Search Engine Shoppers
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Visits to Orders (VTO)
Merchandiser
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Tools of the Trade:
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Web Analytics
Interests:
A/B Testing
 User Experience
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KPIs:
Advertiser/Marketer
KPIs
 Product(s)
 Site Section (channel)
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Operations & Support
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Tools of the Trade:
 Performance
Monitoring
 Web Analytics
Interests:
 Availability (# of 9s)
 Performance
 Stability
Interests:
 Page Views # or %  Decrease
 Increase
 Response Time
 Availability
 Consistency
Procurement & PMs
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Tools of the Trade:
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Web Analytics
Interests:
Billing
 Solutions (PM)
 Trending for contract licensing
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KPIs:
Monthly or Annual Page Views
 Server calls
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User Experience
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Tools of the Trade:
 Web Analytics
Interests:
 Human-to-Computer Interaction (Heuristics)
 Eye Tracking
KPIs:
 Heatmap Overlay  Graphical
 Raw data
 Page Flow  Next
 Previous
Other Analytics & Metrics
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Alexa, Compete, comScore, Hitwise, Quantcast, etc.:
 Affinity (audience also likes)
 Business Intelligence (BI)
 Demographics (age, female/male, etc.)
 Marketing Research
 Online and Search Advertising/Marketing data
Gomez, Keynote, etc. (individual page or multi-step transaction):
 Availability
 Consistency
 Performance
Other Solutions:
 Google –
 Alerts
 Trends
 Microsoft adCenter Labs (a.k.a., adLabs)
 SiteCatalyst/Twitter integration
Q&A
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The only stupid question is the one left
unasked!