Introduction to Digital Analytics Keith MacDonald Guest Presentation

Introduction to Digital Analytics 1.Story the First 2.A Brief History of Time Spent 3.Definitions 4.Story the Second 5.Story the Third 13-Mar-12CCT Guest Presentation

Story the First Why should I care?

Story the First New media meets old media, fuelled by money, in a tale of woe that started out as the easiest challenge ever… 13-Mar-12CCT Guest Presentation

Story the First: Why should I care? 13-Mar-12CCT Guest Presentation Picture it: Toronto, 2011…

Story the First: Why should I care? 13-Mar-12CCT Guest Presentation Picture it: Toronto, 2011…

Story the First: Why should I care? 13-Mar-12CCT Guest Presentation

Story the First: The lesson here is… Client deliverable is always an answer to “What did I get for my money?” Always. How do you define “success”? How do you know if your marketing worked? Analytics! 13-Mar-12CCT Guest Presentation

A Brief History (of Time Spent)

A Brief History What’s this analytics you speak of? 13-Mar-12CCT Guest Presentation

A Brief History: The Usual Suspects 13-Mar-12CCT Guest Presentation

A Brief History: Methodology - Web page begins loading in the browser - JavaScript code collects data about the page and combines it into a URL for a GIF image - Browser requests GIF image from the server - Data collection server receives the GIF image request - Server separates the URL back out to individual data points - Server stores data in the database - Server sends a 1x1 pixel transparent GIF image to the browser - Browser receives the GIF image and continues loading (rendering) the page 13-Mar-12CCT Guest Presentation User’s Computer Data Collection Server User’s Computer

Definitions Let’s speak the same language

Definitions: Jargon What is web analytics, really? The measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage. 13-Mar-12CCT Guest Presentation Is it web analytics or digital analytics? Both really. The principles and techniques used to measure the web are now being applied to mobile devices, gaming consoles, etc. Stéphane Hamel. (2011, November 23). The Ultimate Definition of Analytics | Analytics & Optimization.

Definitions: Jargon What is web analytics? 13-Mar-12CCT Guest Presentation

Definitions: Jargon What’s this optimization you speak of? The process of measuring user behaviour, identifying opportunities, making changes (to web sites, input forms, conversion processes, marketing campaigns, creative or copy, etc.) in order to cause positive change in user response or behaviour, and measuring the outcome. 13-Mar-12CCT Guest Presentation

Definitions: Jargon Measure or Metric – A count of people, browsers or mobile devices; or count of an action taken by a person – A metric may be calculated from two or more measures 13-Mar-12CCT Guest Presentation

Definitions: Jargon Dimension – A general source of data that can be used to define various types of segments or counts and represents a property of visitor behaviour or site dynamics Segmentation – The process of identifying and reporting on a subset of data based on certain selection criteria 13-Mar-12CCT Guest Presentation

Definitions: Jargon Session – Defined by opening an app or web browser, ending when the user closes the app or browser or after a period of inactivity; a user may count multiple visits within a single session Conversion – When a user takes an action the business find valuable; may be narrowly defined (clicking a link) or broadly defined (time threshold) 13-Mar-12CCT Guest Presentation

Definitions: The Big Three 1. Page View A count of the number of times a page is loaded or viewed by the user. A page view may also apply to a specific unit of content, e.g. when a majority of page content changes without changing the URL. 13-Mar-12CCT Guest Presentation

Definitions: The Big Three 2. Visit A count of the number of times a user viewed your content, regardless of the amount of content that was viewed at a time. A visit begins when the user first accesses the content (usually opening the app or navigating to the site in a web browser) and ends when the user closes the app or browser, navigates to another web site or has been inactive for at least 30 minutes. 13-Mar-12CCT Guest Presentation

Definitions: The Big Three 3. Unique Visitor A count of the number of unique people (“sets of eyes”) that viewed your content, unique visitor is a rough measure of the size of your audience. Unique visitors may be counted over a time period: daily, monthly, yearly, etc., or may be “absolute” over a date range. 13-Mar-12CCT Guest Presentation

Definitions: The Big Three 13-Mar-12CCT Guest Presentation

Duplication is caused by adding visitors, visits or other similar measures across a single data point. Duplication ignores the possibility that a single person may be counted once for each of the values being added, inadvertently counting the same person twice. 13-Mar-12CCT Guest Presentation Definitions: Duplication

Definitions: Marketing Metrics (Jargon) Impressions – The number of time an object (usually an advertising unit) is displayed Conversion Rate – Also called click-through rate (CTR): the number of conversions as a percentage of page views or impressions 13-Mar-12CCT Guest Presentation

Definitions: Marketing Metrics (Jargon) Average Revenue per User (ARPU) – The total amount of revenue generated by a website, campaign or user action divided by the total number of users who generated revenue Lifetime Revenue per User (LRPU) – The total amount of revenue generated divided by the total number of users who generated revenue since inception 13-Mar-12CCT Guest Presentation

Definitions: Marketing Metrics (Jargon) Cost per Acquisition (CPA) – The total amount of money spent (on a campaign) divided by the number of new users who generate revenue Return on Investment (ROI) – The total amount of revenue generated (by a campaign) minus the total amount spent, usually expressed as an average per user (divided by the total number of users who generated revenue) 13-Mar-12CCT Guest Presentation

Definitions: Attribution Attribution is the process of “giving credit” to a campaign (ad, piece of content, et al.) when a conversion (purchase) occurs. A campaign is attributed with the value of the conversion. 13-Mar-12CCT Guest Presentation

Last Touch The last campaign the user acts on gets all the credit. It’s the last campaign that convinces the user to convert. 13-Mar-12CCT Guest Presentation Definitions: Attribution

First Touch The first campaign the user acts on gets all the credit. It’s the first campaign that sticks with you, no matter when you convert. 13-Mar-12CCT Guest Presentation Definitions: Attribution

Multi-Touch Each campaign the user acts on gets equal credit. It’s the mix and repetition of campaigns that convinces users over time. 13-Mar-12CCT Guest Presentation Definitions: Participation

Definitions: Multi-channel Funnels In reality, users don’t act on just one campaign. Different marketing channels work together in concert. 13-Mar-12CCT Guest Presentation

Story the Second 3 Blind Men and an Elephant

Story the Second 13-Mar-12CCT Guest Presentation

Story the Second 13-Mar-12CCT Guest Presentation

Story the Second: Lesson Three blind men will each give you a different description of an elephant depending on which part they’re touching Always look at the data in context, and look at all the angles Always look at trends, single data points are meaningless 13-Mar-12CCT Guest Presentation

Story the Third Target on Target

What’s the point? Pull all your data into a regular dashboard report or scorecard Identify key user segments and use tools like Website Optimizer to target your creative and personalize the user experience 13-Mar-12CCT Guest Presentation

Story the Third Target on Target 13-Mar-12CCT Guest Presentation

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