1. Mediatekniikan Seminaari Annina Alamäki 07.04.2011
Web-analytics
Mediatekniikan Seminaari
Annina Alamäki

2. Contents What? A brief history Why?
-what data is collected about visitors?
Technologies
-logging
-browser-based tracking
Goals
-improving usability
-maximizing investment profits
Web analytics software
-Google Analytics
The future
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

3. -Web Analytics Association-
What? 1/2
”web analytics is the objective tracking, collection, measurement, reporting and analysis of quantative Internet data to optimize websites and web marketing initiatives”
-Web Analytics Association-
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

4. What? 2/2 Collecting data Handling Analyzing Drawing conclusions
Setting goals
-conversion rate
Web analytics software as a tool
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

5. History 1990s - servers error logs 1995 visitor counter
2000s - commercial web analytics
2005 Google Analytics
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

6. Why? ROI = Return on Investment Development of a website Real-time
Possible to react to changes right away
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

7. Data types Amount of visitors Amount of page loads Time Technical data
Immediate exit percentage
Single visits vs. ”loyal visitors”
Geographical location and language
Visitors business
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

8. Technologies 1/2 Logging -on the websites own server Problems
-does not report visits reliably
-reports search-bots visits
-follows different IP-addresses, not different visitors
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

9. Technologies 2/2 Browser-based tracking -JavaScript
-usually on a remote server
-responsibility often transferred to a third party
Problems
-JavaScript might be blocked
-conflicts with already existing JavaScript
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

10. Goals 1/2 Improving usability
-first impression important for branding/company image
-easy to approach
-pleasant to use
-inner routes, links
-what route is used to exit the site
-immediate exit percentage from different sources
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

11. Goals 2/2 Maximizing investment profit -ads and marketing
-ad-banners and links
-campaign links and uniques
-what businesses are interested
-following competitors
-determining consumers concerns
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

12. Web analytics software
Most popular in Finland Google Analytics
Snoobi popular among the commercial ones
Others: WebTrends, Coremetrics, Omniture, WebSideStory
Companies offering these services have their own software
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

13. Google Analytics 1/5 Google Analytics
-Urchin Tracker, Google bought in 2005
-no license fee
-easy to use
-clear visual reports
-compatible with Google Adwords
-works on Google servers, reliability
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

14. Google Analytics 2/5
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA ']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = (' == document.location.protocol ? ' : ' + '.google analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

15. Google Analytics 3/5
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

16. Google Analytics 4/5
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

17. Google Analytics 5/5
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

18. The future Still at the beginning
All businesses don’t know how to utilise
Microsoft will answer Google Analyticsiin?
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

19. Summary
Aimed at developing/furthering websites and marketing strategies, maximizing ROI
Vast amount of diverse data about visitors
Logging and browser-based tracking
Google Analytics free for anyone to use
Growing and developing field
Mediatekniikan Seminaari Web-analytiikka Annina Alamäki

20. Thanks! Mediatekniikan Seminaari Web-analytiikka Annina Alamäki