Accenture: Web Analytics

Intro to Analytics
Analytics drive decisions based on historical facts rather than speculation [1]
The significance of analytics: cost reduction, faster better decision making, new products [2]
and services. Several real-life applications [3]

Qualitative data (gathered thru user research): observe why people do certain things
Quantitative data (gathered thru analytics): identify actions users take on landing page, how
many take the actions

4 data usage in analytics:

- Descriptive analytics: what has happened? (e.g. how many visits a page)
- Diagnostic analytics: find root cause (e.g. online retailer lost money, may measure
clickthru rates of links etc. to see where they lose peeps)
- Prescriptive analytics: identify patterns then inform future decisions (e.g. google
maps)
- Predictive analytics: (e.g. A/B test)
All use metrics based on KPI.

Common analytics methodologies: research (goal, hypothesis, test), data tracking, analysis

Web analytics analyst is responsible for finding out customer behaviors and the
effectiveness of online content, such as advertisement by implementing skills (numbers,
problem solving, presentation, communication, business acumen or make
recommendations) using tools (analytics software, data visualization tools, ms office pack,
native socmed tools). The whole process is iterative: gathering, reporting and analyzing,
testing possible solution, and giving insights. Web analyst jobdesc [13]

5 objectives useful for business to measure:

1. Branding: loyalty card
2. Online info and support: how many people are visiting, how many clicks it takes for
customers to get info
3. Content publishing: how many people see, which channel
4. Lead generation: which keyword to put web on lead, which adverts, number of
visitors
5. E-commerce: how many people are buying products
The best intranet metrics to measure business outcomes: [4]
1. Create a strategy and objectives, ensure they are aligned with company goals
2. Define KPIs for intranet success, tips: SMART, true number, which is the true KEY
3. Implement KPI
4. Measure and improve, from launch/historical avg(e.g. 12 weeks)/same period last yr
5. Summarize KPIs and targets into dashboard, include key insights, actions, steps
taken, and KPI definitions
Conversions are key metrics for online businesses or blogs. A conversion is an activity on the
site that is important for business success. Conversion rate = Num of conversions / Num of
visitors. The higher the conversion rate, the higher engagement level. 2 types of conversion:
- Macro conversions: gives idea on how the site is performing, e.g. how many sales for
a specific product
- Micro conversions: gives insights on activities that precede a purchase, e.g. acc
creation
Ways to increase conversion rates: [5]
- Online: social proof, clear contact info, credibility, gurantees, headlines
- Offline: trial closes, get customers to invest time
All followed by tracking daily and monthly to immediately correct problems.

Web Analytics Technique

Segment types: user- session session session-hithithit hithithit hithithit [6]
Typical segmentation: device used, location, source, demographics

Add context to data by benchmarking: determine kpi, research competitors (based on size,
avg purchase value), draw a line In the sand (internal, external) [7]
Google analytics can be used for benchmarking [8]

Measurement plan example [9]

Party planning measurement plan:

Charitable objective: To provide the best of experience for clients in their special day
Strategies: (1) building stores (2) building an online community
KPIs: (1) revenues, avg spend per purchase (2) number of logins, how many comments
Segmentation: (1) Channel: desktop, mobile (2) students, family
Targets: numbers gotten from consulting w/ market leaders, benchmarking

Getting the right data tips: Is it clean?-Check and check-some resources are better than
others [10]
Challenges: Data availability, integration (e.g. how to match online and offline store
income), quality, timing

Analytics using Google Analytics [11] [12]

A case study:

SMART goals
Achieve a b c
Year 2: bcc, courses, magang
Year 3: lab, bcc, magang
Year 4: magang, skripsi
Year 5: kerja
Year 6: kerja+prep s2
Flexible tiap tahun target dinamis
Disesuaikan-> progres
 Accenture: Digital Marketing

Intro to Digital Marketing

Goal: get as many people to know brand
Advantages: Engage w/ customers in real-time, global reach, brand development, multi-
channel access, reduced cost, level playing field despite the size or budget.
Aim: reach people at the right time (e.g. targeted ads), engage (e.g. domino use twitter to
lower price), getting people to use brand, spending efficiently (e.g. dr. dre a call to action
(CTA) and make a buzz), creating a ROI.
A digital marketing assistant would use keyword planner, analytics software, social media
scheduling tools, a/b testing tools.

Strategy: a masterplan on how to achieve a long-term goal (how you do this), a strategy
usually contains tactics, strategy is fixed
Tactic: a small sub-plan to achieve a specific challenge, tactics may change

Marketing plan structure: [1]

1. Market research and competitor analysis: overview of the market, realistic
performance assessment in the market
2. Objective and goals of the digital marketing program (e.g. increase sales, customer
retention, cost per lead): the objectives are then deconstructed into digital goals e.g.
increase sales by increasing the conversion rate of the web, reduce cart
abandonment on checkout, etc.
3. Audience setting and value propositions: create KPI, audience segmentation by
creating personas that will be developed by a clear value proposition
4. Channel strategy
5. Measurement: measure whether the implementation is on track to meet target

Types of digital marketing:

- display advertising (e.g. banner adverts, video rolls)
- pay per click, SEO
- email marketing
- socmed marketing (creating traffic e.g. by viral video, blogging, etc.)
- content marketing
- affiliate marketing (paying other companies to send customers).

Banner ad placement [2]: place in front of the ideal audience rather than just anyone in
order to gain traffic, close to the content, above the fold, left-hand side with standard size
Attributes to create an effective banner:
- CTA (e.g. get started button)
 - Add the brand (e.g. visible logo)
- Use keywords (e.g. award-winning, support, get started)
- High-quality visuals yet simple
- Keep things simple, clear and concise message
Pros and cons:
+ eye-cacthing, target, measurable
-widely used hence users ignore