Web Analytics Tutorial

1.2 Introduction

Hi my name is Avinash and I'm the author of the books Web Analytics 2.0 and Web Analytics An Hour a Day. I'm very excited to present this webinar about web analytics to all of you. In this particular video I want to cover the incredible opportunity that exists in using data online in solving cheap business problems, as well as our client for more specific things that you can do, once you do. Start using Web Analytics, and sort of aspirationally all of the other more wonderful things that are over the horizon that you'll be able to take advantage of once you start creating a truly data-driven business.

1.3 Why Use Web Analytics?

Now why would you want to do web analytics? A lot of people ask me this question and honestly it surprises me. Because if you're not wanting deeply, profoundly desiring to be data driven, then really there is no honest way to survive in the world that we live in today. As all different channels come together and online continues to dominate growth for companies and growth for non-profits as a matter of fact. But let me crystallize why you should invest in web analytics in a very simple way. When you take out an ad in a magazine and try and measure its success, in this case an ad for Chevy Malibu, all of the measures for success are interpretative or proxy driven. For example, you take out an ad in the Time magazine and the best proxy you have for measuring success is the number of subscribers the magazine has. You have absolutely no idea how many people might of opened the magazine. How many people might have bothered to even see your gorgeous little ad? Much less you would know how many people then went to a dealership and might have purchased the product that you are selling in this magazine ad. But if you think about it, when you take out the exact same ad, in this case on Google, or Yahoo, or Microsoft, or AOL, or any other property in the world. The ad that shows up right here at the very top does not require you to use your faith to measure success, you can use data to measure success because you can measure exactly how many people saw the ad. You can measure how many people clicked on the ad, how many people interacted with the ad, and finally, if people do come to your website. As a result of this ad, you're able to measure how many people customize the car, set up a appointment at the dealership, downloaded a brochure, and and all of the outcomes that are available. For that single ad that you took, so the measurement of success rather than being interpretative and proxy driven is direct, it is specific, and it is scalable. And I can not think of a better more powerful and profound reason for you to use web analytics. Than that it moves you away from making business decision based on faith and what you believe in, to shifting to using data, and bringing in massive amount of accountability to the processes that you're executing for your business.

1.4 What is Web Analytics?

It behooves us to cover the definition of web analytics. So when we say web analytics, what do you mean? And in writing my second book, I created this definition. And the definition quite simply says, web analytics is the analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience of your customers and prospects, which translates into desired outcomes online and offline. And let me just highlight a couple of different things in this definition. The very first thing that is important for all of us to realize is that, we're talking about qualitative as well as quantitative data. Most of the time when people think about web analytics, they think about all the clicks that we collect on the website. And while that continues to be one of the largest sources of data we analyze, web analytics is also surveys and lab usability testing and follow-me-homes and the various other methodologies we can use to understand why people behave the way they do on our website. It also includes analyzing your competition. One of the most amazing things about the web is how much data you have access to for all of your competition for any given website in the world. You can use tools like compete and transfer websites and others to try and understand how many people went to my competitors website. How long did they stay and what did they do? So that you can learn from the analysis of data for your competitor and improve your business. Also it's about improving things every single day not opening tools once in a while and trying to see if you can find something to change but actually improving things every single day in small bits, and we're going to cover this in this video. And finally, it's about both online and offline. While the name Web, the word web exists in web analytics, web analytics is very much about understanding the offline impact of all of the online activities that you do on your store, on the phone center, on other existence you have like a call center, you might have offline. But it also means that web analytics is great at understanding the online impact of your offline activities such as, television campaigns and radio and magazine ads, etc. So it's important to realize that web analytics is not simply about analyzing the clicks of people who come to your website, but it's a much more expansive view of qualitative and quantitative competitive data in order to improve your online existence.

1.5 Is It Really Hard?

Some people also think that it's really, really hard to get going. And I think this is one of the biggest, biggest wrong beliefs that people have. If I want to start by tracking a website. In this case, let's say my blog, Occam's Razor, all we have to do is go to a web analytics tool. I could start with a free tool called Google Analytics or a free tool called Yahoo's Web Analytics, both really wonderful tools. I would simply open an account, I would copy this code from this website from the Google Analytics or Yahoo Analytics website, literally I copy this few lines of code. I go back to my website, I open the footer file of my website, as you can see clearly, in this case, I'm using a PHP websites footer.php. I paste the code into this file that I have on my web site. There you go. Now you can see those exact lines of code pasted into this file and boom. I sing Happy Birthday. Right. 75% of the data that you will need in order to make decisions using click stream tools can be gotten just by doing these three simple steps on your website, and gorgeous data flows in. And you might perhaps think well, what can I get for a few lines of codes, right, just a few reports. No, that's the surprise. Here are all of the reports that you can get from this particular tool. Google Analytics in this case, and I'm going to hide with little bit transparently white. All of the data you won't get if you do what I just said, and notice the massive amounts of data you can get. About visits, locations, languages, mobile traffic, page views, sources, keywords, searches, and goals. Everything you can get.

1.6 Conclusion

So I hope that I've answered the question, Web, Analytics, and Why. RIght? Web first, analytics second, why third. You want to do web analytics because it increases accountability for the efforts you're going to put on the web. You want to do analytics because it lowers risk and enables you to fail faster than anybody else. So that you win and at a greater magnitude than was ever possible. And you should do web analytics because it is one of the most powerful business drivers that will lead to a long term success for your business. I have yet to meet a single business, that is going to win on the web without having a well defined web analytics process and strategy. Thank you and I wish you all the very best.

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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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