© Copyright 2008, Delphic Sage, LLC
Demystifying Web Analytics White Paper
Analytics represents a wide range of disciplines and methodologies. The focus of this white paper is totarget anticipating change, increasing revenue with analytics use, and general considerations forimplementation with commonly available packaged applications such as Google Analytics or WebTrends. We will focus mostly toward on-site analytics, the measurement of events on your site, ratherthan measuring off-site metrics such as buzz, share of voice, or visibility. While a variety of tools and nearly infinite applications for those tools exist, most of the commonpackages share similar basic features that you should consider in regards to the whitepaper. Whenselecting tools there are really three factors to consider: cost, what types of metrics you intend tomeasure, and ease of use. Cost is fairly straightforward as a budget can only stretch so far. The types of metrics you need greatly determine your tool set. For example, an eCommerce site might find quite alot of value from Omniture
, but a blog really wouldn’t need that level of analysis. Ease
of use means both implementation and business user experience. As always, the more planning and effort you put into analytics, the more action oriented your results will be. This white paper will help guide you in that effort.
USING ANALYTICS TO ANTICIPATE CHANGE
A common misconception about web analytics is that analytics can only be used to determine pastevents. Not true. In fact, there are at least two extremely viable applications of analytics to helpanticipate change and plan future marketing efforts.The first way to anticipate change using analytics is to cook analytics into your competitive analysisprocess.
What does that mean? Before answering that question, let’s review the
three most commonmethods I run into for quick and dirty competitive analysis:
Spying on your competitors.
Statbrain, Spyfu, and a variety of SEO Tools fall into this category.Essentially, if you can get an idea of where visitors are coming from and what content is on a
competitor’s site, you can make a tastier omelet f
or that audience to sample, and watch your trafficand conversion events to see what works. While not an exact science, this is often the most common
approach I see employed, arguably because it blends your “gut” with anecdotal evidence.
Usually two methods of content analysis are used to determine popular site
content on a competitor’s site. One method is to check in
-bound links to a domain or page via aspecific
SEO tool, or possibly just using “link:
determine volume and quality of in-bound links to identify heavily consumed content. The other