Guiding Principles

for Analysis

Group 9
 Agenda
● Context is queen
● KPI trends over time
● Beyond the Top 10
● Measuring Latent Conversions and Visitor Behaviour
● Measuring value of Upper Funnel Keywords
● Inactionable KPI measurement techniques
● Advanced Pay-per-Click Analyses

2
 Why Context is Queen?
● As the volume of data grows
in the website analytics, the
context is a piece of data or
information that makes you
say “I get it now”
● It helps you to generate
insight when you are
analysing
Certain techniques you can use to
give context to your performance
● Comparing Key Metrics Performance
for Different Time Periods
● Comparing Key Metrics and
Segments Against Site Average
● Leveraging Industry Benchmarks and
Competitive Data
 Comparing Key Metrics Performance for
Different Time Periods
Technique #1
In this figure the data alone tells you
nothing
Performance for two time periods for
key web metrics. By looking at deltas,
indicated in parentheses in above Figure,
you take attention away from
distractions like the raw number
 Comparing Key Metrics and Segments
Against Site Average
Technique #2

In this figure the data alone tells you
nothing
Performance for two time periods for
key web metrics. By looking at deltas,
indicated in parentheses in above Figure,
you take attention away from
distractions like the raw number
 Leveraging Industry Benchmarks and
Competitive Data
Technique #3

This figure shows how you can

This figure shows how google analytics compare your website’s performance
and similar analytics website provide with competitor
benchmark data for comparison
Challenges - Comparing KPI trends
over time
● Ever evolving strategies
resulting into new
variables

● Massive change of Web,

example - target
population growth
Solution - Tribal Knowledge

Presenting Tribal Knowledge

● Annotate data with wisdom
● Discussion on insights and actions
 Solution - Segmenting
● Segmented data is focused
● We can identify impact on revenue, time, etc

● No insights from the figure on right

● Second half provides context by
segmenting
● Example - Conversion time, Search
engine traffic
 Beyond the Top 10
Tools: ClickTracks, XiTi, Enhanced
Google Analytics

Traditional vs What’s Changed Report

 True Value: Measuring Latent
Conversions and Visitor Behaviour
Visitor Recency-
During a particular period, no. of
signed-up people who visited in
the last 23 hrs of the last day of
Latent Visitor behaviour- the period
Eg. 10% of 1000 sign ups or 50%
● Member behavior after of 500 sign ups
their first purchase.
● Requires appropriate Visitor loyalty-
When visitor return to the site
time period (30 days, 90
many times resulting in high
days) to analyse data visitor loyalty score
● Eg. Facebook sign ups Eg. Analyse better campaigns
by no. of times visited
 True Value: Measuring Latent
Conversions and Visitor Behaviour

Challenges in latent conversion techniques-

● Focus on quick success
● Decision makers are impatient, want data in real
time leading to measuring wrong thing
● To do delayed analysis is harder in many web
analytics tool.
 Upper funnel Keywords
When you target the category keywords you are
able to get more impression virgins.
Second time they might come back based on a
brand specific keyword.
And finally they will convert.

So alot off companies based on negative ROI

dont go for upper funnel key words
13
Early Stage upper funnel
keywords are relatively
cheaper

Final stage keywords are

expensive

Use bounce rate to target

early customers. These
keywords actually cost less.

Next set of keywords

actually are expensive

Last set of keywods would

be expensive and should
lead to visitor loyalty.
 Advanced Pay-per-Click Analyses
For many companies, measuring click-through rates (CTRs), cost
per click (CPC), and conversion rates supplies enough data about
their website. However through certain tools one can further go
one step forward for advanced search program

Identifying Keyword Arbitrage Opportunities

One keyword performing well on Google may

not be doing good on MSN, Yahoo (Keyword
Clicks report)
Analyzing Visual Impression Share

For GS Food Branded, we have an impression

share of 86 percent. So, 86 percent of the time
when someone searches exactly for those
keywords, the ad shows up. This is good because
the more the ad shows up for something relevant
to customer , the higher the chance that the ad
will get clicked, and then the site takes over the
conversion job. For GS Health-Brands, on the
other hand, the impression share is just 51
percent. Not so great.
4 INACTIONABLE KPI MEASUREMENT TECHNIQUES
 PERCENTAGES

Here’s an example: Conversion Rate

Conversion Rate from Microsoft AdCenter campaigns: 15 percent
Conversion Rate from Yahoo! Search campaigns: 3 percent
Which campaigns should you invest in?

Microsoft: Conversion Rate: 15 percent. Visits: 201.

Yahoo!: Conversion Rate: 3 percent. Visits: 37,9250.

Now what is your decision ?

 AVERAGES

Consider this: Average Time on Site is 205 seconds. What does

that number tell you?
 RATIOS
Your analytics report shows the following trend for your Page Views / Visit
ratio:
• August: 4.9
• September: 5.0
• October: 4.9
• November: 5.1
 COMPOUND METRICS
A compound metric is a metric whose subcomponents are other metrics.

Website Awesomeness = (A * B) + P – Q

On the other hand, would you know

what to do if the number went from 58 to 9
or from 58 to 946?
Thank You
Any questions?