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Web Analytics KPIs & Other Important Acronyms!

This comprehensive guide provides insights into essential web analytics concepts, measuring success through key performance indicators (KPIs) and various industry acronyms. It outlines the roles of advertisers, marketers, developers, and managers, highlighting tools and methodologies to optimize performance. The principles of making data-driven decisions, understanding user behavior through conversion rates, and employing effective monitoring techniques are emphasized. Whether you're an e-commerce director or a marketer, this resource equips you with actionable insights to enhance your analytics strategy.

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Web Analytics KPIs & Other Important Acronyms!

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  1. Web Analytics KPIs & Other Important Acronyms! Darrell Sandefur 7/8/2009

  2. Content • Ideologies • Use Case Scenarios • Roles • Tools of the Trade • Interests • KPIs • Other Analytics & Metrics • Q&A

  3. Ideologies • To measure is to know – if you don’t measure, you don’t know • Make principal-based, data-driven decisions • Measure twice, report once • Determine value of non-monetary conversions • Beware intuition

  4. Use Case Scenarios

  5. Roles • Advertiser & Marketer • Architect • Business Manager • Designer • Developer • E-commerce Director • Merchandiser • Operations & Support • Procurement & Project Managers • User Experience

  6. Advertiser & Marketer • Tools of the Trade: • Advertising Management • E-mail Service Provider (ESP) • Web Analytics • Interests: • Advertising effectiveness • Conversions (conversion rate) • E-mail success • Search Engine Marketing (SEM) • What sites visitors come from • Where visitors go within site (sections) • Where visitors go after visiting • KPIs: • Ads - • Clicks (click rate or click-throughs) • Impressions • View-throughs • Affinity (audience also likes and/or visits) • E-mail - • Bounce (undelivered) • Clicks • Delivered • Opted Out • Responded • Geolocation • Page Views (PV) • Post-click Conversion Activities (PCCA) • Post-impression Activities (PIA) • Search - • Engines : • Natural keywords • Pay Per Click (PPC) keywords • Internal : • Onsite Search Terms • Number of Search Results • Traffic (frequency)

  7. Architect • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Systems – • Capacity (Load/Stress Testing) • Engineering • Upgrades • KPIs: • Page Views • Unique Visitors • FITB…

  8. Business Manager • Tools of the Trade: • E-mail Service Provider (ESP) • Web Analytics • Interests: • It depends! • KPIs: • Advertiser/Marketer KPIs • Geolocation - • Countries • Regions (time zones) • State • Cities • Monthly Unique Visitors (MUV) • Monthly Visits (MV) • Next/Previous Page Flow • Page Views for Unique Visitors • Pathing - • Entries • Exits • Searches to Orders • Time Spent on Page • Traffic Frequency (quantcast.com) - • Addicts • Regulars • Passers-by • Unique Visitors • Visit Number • Visits to Orders

  9. Designer • Tools of the Trade: • Web Analytics • Interests: • System Requirements • KPIs: • Browsers • Demographics • Mobile (devices) • Screen: • Height • Width

  10. Developer • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Application – • Performance • Specifications • Visitor (Technology) Profile • KPIs: • Browser (Types) • Cookies (On or Off) • Daily, Weekly, or Monthly Average Page Views • Daily, Weekly, or Monthly Average Unique Visitors • JavaScript – • On or Off • Version

  11. E-commerce Director • Tools of the Trade: • Web Analytics • Interests: • Conversions • KPIs: • Abandonment • Competition • Fallout • Most Popular Paths • Order Conversion Rate • Orders • Purchase Conversion Funnel - • Average Revenue Per Order (a.k.a., Average Order Value (AOV) and Average Ticket) • Average Revenue Per Unit • Average Revenue Per Visit • Average Units Per Order • Revenue • Searches to Orders (STO) • Shoppers - • NS – New Shoppers • RS – Return Shoppers • SES – Search Engine Shoppers • Visits to Orders (VTO)

  12. Merchandiser • Tools of the Trade: • Web Analytics • Interests: • A/B Testing • User Experience • KPIs: • Advertiser/Marketer KPIs • Product(s) • Site Section (channel)

  13. Operations & Support • Tools of the Trade: • Performance Monitoring • Web Analytics • Interests: • Availability (# of 9s) • Performance • Stability • Interests: • Page Views # or % - • Decrease • Increase • Response Time • Availability • Consistency

  14. Procurement & PMs • Tools of the Trade: • Web Analytics • Interests: • Billing • Solutions (PM) • Trending for contract licensing • KPIs: • Monthly or Annual Page Views • Server calls

  15. User Experience • Tools of the Trade: • Web Analytics • Interests: • Human-to-Computer Interaction (Heuristics) • Eye Tracking • KPIs: • Heatmap Overlay - • Graphical • Raw data • Page Flow - • Next • Previous

  16. Other Analytics & Metrics • Alexa, Compete, comScore, Hitwise, Quantcast, etc.: • Affinity (audience also likes) • Business Intelligence (BI) • Demographics (age, female/male, etc.) • Marketing Research • Online and Search Advertising/Marketing data • Gomez, Keynote, etc. (individual page or multi-step transaction): • Availability • Consistency • Performance • Other Solutions: • Google – • Alerts • Trends • Microsoft adCenter Labs (a.k.a., adLabs) • SiteCatalyst/Twitter integration

  17. Q & A • The only stupid question is the one left unasked!

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