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Anonymity of Clickstream data

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  1. Anonymity of Clickstream data

  2. Traffic from different countries • People with different intent • Buyers • Browsers • Competitors • Visitors with no apparent reason • Students • Information seekers • Potential employees • (employees, crawlers, machine traffic) One of the reasons why senior management don’t trust the data

  3. Solution? SEGMENTATION!

  4. Benefits • Data that pertains to your target audience • Take action • Different strategies for different segments • Triggers for successful behavior • Market intelligence

  5. Segmentation • Segment based on what? • Geography, Time, Referrer, Campaign, Content, Behavior, Success Visitors, Paid traffic, Natural SEO traffic. • What metrics to look at? • What possible actions to take? • How this is done?

  6. 1. Geography

  7. Metrics • Visits / Visitors • Top content • Top Products • Key phrases • Internal search phrase • Orders

  8. Scenario • IT company focused on certain countries • Eliminate data from other regions • All metrics would be more accurate with narrower data • Less skew (example: career traffic)

  9. Scenario • Services company looking at new regions • Search key phrase – know what people are looking at • Internal search phrase – know what people are looking specifically from the company • Top Downloads / Pages – Which service is relevant • Top supporting pages – What supporting information are they looking for? All this can go as market intelligence to the sales/marketing team

  10. Scenario • Product company delivering in multiple countries • Traffic source pie – decide where the marketing dollars should be spent • Top Viewed services – inputs to sales • Search terms – customer intent • Top viewed supporting pages – inputs to sales / marketing • Visits to non-English sites – decide to start / sustain / shut-down. • Download data – decision on which collaterals to print

  11. 2. Time / Day / Date

  12. Metrics • % Visits / Visitors • Top products viewed • Top products ordered • Orders for previous year / month / day • Email: Open ratio / CTR / Conversions • Conversion ratio for messages (internal ads)

  13. Scenario • E-commerce site • Message conversion ratio • What offers and where • Top products viewed / ordered: • Timing for running PPC ads • Product display on key landing pages • Stock • Email metrics: When to send and what to talk about

  14. 3. Referrer

  15. Metrics • Visits / visitors (share, trend) • Conversion (orders / subscriptions / leads) • Top landing pages • Top content consumed • Geography

  16. Scenario • News website • Engagement: Understand which referrer is better • Content consumed: Useful to know what kind of traffic is of interest • Geography data: Relevant referrers for specific regions • Visit trend: Predict when the traffic is going to happen (cricket)

  17. Scenario • B2B Website / Content Website • Region data: Useful to evaluate PR effectiveness • Engagement metrics: Identify high-value referrers and pursue relationship with them • Content consumed: links from the landing pages

  18. 4. Success Visitors

  19. Success Visitors: • Ordered • Subscribed • Inquired • Looked at x number of pages • Looked at key pages • Used a particular key phrase to reach • Very powerful segment to help initiate action

  20. Scenario • E-commerce Website • Product ordered-Key phrase matrix: Useful for choosing products / key phrases for PPC • Geography – product ordered: Choosing regions for PPC • Supporting pages viewed: Push pages • Campaign: Looking at where to spend money • Paid key phrases: Which terms to bid • Products ordered: Figuring out related products to push (through email, landing pages, etc) • Offers: Know what to push and where

  21. Scenario • Lead generation website • Content consumed: knowing which pages influenced • Trigger page: For cross-linking • Search engine key phrases: action point for SEO • Geography: Knowing where the customer is • Search Engine date: Choosing key phrase – engine combination

  22. Tools

  23. Tools

  24. To Conclude • Segmentation options for your tool • Start looking / reporting segmented data • Segmenting based on geography / referrer / success visitors – easy to start • Consider Clicktracks (for analysis and not reporting) • Explore multiple profiles and custom variables for GA

  25. Questions For more on this topic, please visit www.nabler.com/blog If you visit, please leave a comment so that I know you had come If you have questions, please post a comment and I will try to answer them. Seby Kallarakkal