Interpreting Web Analytics Master Avinash Executable web Analytics Report

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The "Action Dashboard" (Executable website analysis report), is a website Analysis Master Avinash published an article on April 30, 2008 (3 years away from today), the article introduced an excellent website Analysis report "Concise website Analysis". In this article, I will interpret the Master's summary of website Analytics in my own way, and copy an executable web Analytics report at the end of the article.

Before beginning the interpretation of the Essentials Bulletin of web Analytics, focus on reviewing the three main principles mentioned by the Master in the article. These principles may be helpful when you create a report later or when you encounter a bottleneck.

1, the Website Analysis report provides must be the information, not the data.

2. Sometimes we need to make breakthroughs from the perspective of human philosophy.

3, insist only for a few key figures to do the report.

1, the action dashboard in the decomposition of the content

The first step in interpreting the Essentials Bulletin of web Analytics is to break down the content in existing reports. Then analyze each section's role in the report. The contents of the report are divided into 8 parts. Below we will describe each of these 8 sections and their role in the report.

A, Key KPI index

The first part is the key KPI indicator, which is the section at the top of the "Essentials Bulletin for Web Analytics" (Cart abandonment), which is the core of the entire website Analytics Essentials Bulletin. All of the content in the report is used to describe the changes and trends of this key KPI, all of which are used to explain the changes in this key KPI, and all of the recommendations and actions are designed to improve the performance of this key KPI.

Here is a question, the entire "Website Analysis Essentials Briefing" is to analyze an indicator? If only to analyze an indicator, why is this indicator rather than other indicators? Does this metric apply to my site as well? These are some of the first problems I've encountered, And in other parts of the report, there are all sorts of problems. I'll read one by one of these in the back and ask my friends to keep looking down.

B, KPI change trigger conditions

The second part is the trigger condition of the KPI change, that is the red mark in the upper right corner of the Concise Bulletin of website analysis. This section is also important for the entire website Analysis Essentials Bulletin. He is concerned about the circumstances under which you need to start focusing on this key KPI metric, analyze it, and eventually produce an executable web Analytics report submitted to your boss. This trigger condition must be set just right, with sensitive trigger conditions that will increase your workload and cause your site to reduce the value of the analysis report. Conversely, it can make your analysis report dull, postpone the time, and affect the achievement of the website business objectives.

So how do you set this trigger condition? Here are three suggestions, 1 set by Target. 2 set according to the rate of change. 3 set by currency impact. The specific setup method is described later.

C, KPI indicator leader

The third part is the leader of KPI index, that is, when my key KPI is changed, who needs to find next. This is usually the person responsible for the KPI, and this KPI can also be used as his performance evaluation indicator. The KPI indicator owner is determined together with the KPI metrics created. Usually each KPI indicator must have a clear indicator head.

D. Responsible for data analysis

The Forth part is responsible for data analysis, the person in charge of the whole website analysis report. He wants to choose at what time, under what circumstances, the key KPI indicators are analyzed, why. And finally gives the executable analysis report. This person is usually yourself.

1, KPI Index change trend and subdivision

Part Five is the first square in the upper left corner of the text section of the Essentials Bulletin of website analysis, starting from here into the most valuable part of the report. This section provides background information on key KPI metrics in the report and trends. The analysis process for the entire report will also begin here.

2, KPI index change reason

Part VI is the first box (key Trends & Insights) in the upper-right corner of the main body, which is used to explain the reasons for the changes in the key KPI indicators in the report. This will drill down to a finer level of metrics and even underlying underlying metrics. But as with Part V, all the analysis and mining processes are transparent to the readers of the report, where only the indicators that are underperforming are described and prompted.

3, KPI index corresponding action

The first part is the square of the lower right corner of the main body part (Actions/steps to Take), which gives the next action and suggestion to the problem that is analyzed before. With this part of the Web Analytics Essentials Newsletter can be an executable web Analytics report. This part of the action and recommendations most rely on a complete site analysis of the KPI system.

4 Impact of KPI metrics

The last part, which is the Impact on Company/customer in the lower left corner of the main body part, lets your boss really understand what's going on and the value of the website Analytics Essentials Bulletin. Because this translates all of the previous analysis and metric numbers into money and revenue. But this part is not every website can do. Because it requires a lot of basic data support, for example, end-to-end analysis, traffic channel subdivision and so on.

2, the establishment of KPI index and selection

Now, do you remember the question at the beginning of the article? The entire Website Analysis Essentials bulletin only analyzes one indicator? Why is this indicator, not the other? Is this metric also applicable to my website? Here we begin to read these questions. In the "Website Analysis Essentials Briefing" Why choose to cart abandonment This index analysis? I think there are two main reasons: 1 This metric is highly correlated with the goal of the website. 2 The change of this index affects the completion of the website goal. In theory, each index in the site is related to the completion of the goal, but we need to find the most relevant to the site goals of the key KPI indicators. A path to find key KPI metrics is given below.

In the diagram above, there are 6 steps to find key KPIs, 1 business goals, 2 Web site goals, 3 strategies, 4 indicators, 5 key performance indicators, 6 actions, and insights. Here's how to find the path to key KPI metrics and the capabilities of each step.

Business objectives

The business goal is the goal of all goals, very mouthful, sounds a bit like tongue twisters. Simply put, the business goal is the value of the site, if not clear this point, all the things will not have to do. And when we set a business goal, the direction of the back is OK. The business goals of a Web site can generally be summed up in 4 broad categories.

1, sales of goods or services.

2. Generate sales leads.

3, access to advertising revenue.

4. Provide online support.

Website Target

Site goals are one level above business goals, but more clearly measurable. The goal of the website depends on its business objectives. For example, the business goal of a car sales website is to increase sales of offline cars through the site. That its business goal belongs to generating the sales leads class. Its website goal should be to get sales people to get more phone calls from the site.

Policy

Strategy refers to all the methods and tools you use to accomplish the goals of your website. The strategy is very detailed, such as traffic policy, content policy, and so on. But all the strategies are for the purpose of the website. Policies are reflected throughout the site, such as: Each page in the site, each path, each product. The method of testing the Web site strategy is also simple, if you can explain each product, each page or even each element and the relationship between the site objectives. Then the strategy is successful. And when you find that a page doesn't seem to be relevant to the site's goals, it's not a good strategy.

Indicators

The indicators here refer to metrics that measure the site's goals and metrics. For example: How many phone calls have been made, how many visitors have been visited, how long they have seen the pages, and so on. These metrics can be recorded for each interaction between the visitor and the site, and are quantified as numbers. These basic metrics can be used to manage and measure daily workloads, but they cannot be used to analyze and drive site goals.

Key Performance indicators

Key performance indicators are key indicators used to measure the business objectives of the Web site. Key performance indicators are calculated from different basic indicators. The biggest difference with the basic indicators is that 1 key performance indicators are the decomposition of the site goal, 2 It is personalized indicators, 3 each key performance indicators have follow-up action and recommendations. Each key performance indicator is linked to the underlying indicators and can be improved by adjusting the underlying indicators when key performance indicators are changed.

Actions and insights

Actions and insights are all ways to drive the business goals. While each key performance indicator has follow-up actions and recommendations, it is often very complicated and requires analysts to make quantitative and qualitative analyses to find the right action and advice. This is also the best place to reflect the value of analysts. After all, each KPI and indicator is a real and natural person. And people's behavior is affected by a variety of conditions. Therefore, the entire analysis process can not be replaced by the machine, only people can perceive the various factors, and analyze the behavior of the people.

3, the website Analysis Key KPI Index report

Site key KPI indicators usually have a lot of, according to these indicators and the relevance of the site objectives and their relationship, can be divided into a level of KPIs, two-level KPIs and three-level KPIs. Usually a first-level KPI is an overview of the overall situation of the site's goals, and level two KPIs can be set for different products or goals. You can also set a level three KPI for your individual if you need to.

Here's a question to note that the main function of the site Analysis key KPI is to drive the website target to completion and finally achieve the business goal. Rather than the day-to-day management of the site. Therefore, the site analysis of key KPIs will not include all content and behavioral indicators in the site, but it must contain all the objectives of the site has an impact on the indicators.

The key KPI report is a table for monitoring and managing KPI changes, as well as a basic form for creating a concise newsletter on Web Analytics. In key KPI report, we need to record the change of each key KPI, target reach rate, trigger condition, responsible person, follow up, and contact with the next level and the key KPI index. This is a very complicated job, my colleague Kobe Bryant said, and this work is more boring than the DoubleClick monitoring code.

4, key KPI index change analysis

In the content Decomposition section of the summary of web analytics, we said that the first two squares of the main body section provide trends in key KPI indicators and analysis results and tips for underperforming indicators. All analysis and mining processes are transparent to the readers of the report. These subdivisions and the deeper level of the index of mining and analysis are completed after the creation of key KPI Indicators report.

When we create the key KPI Metrics report, we can see that some of the metrics are getting worse by comparison. Then you need to go back to the tool to subdivide the index of the variance and find out why. For example, you can use the multi-dimensional Drill-down function of Google Analytics to compare the performance of indicators in different dimensions, or use the Advanced group function to analyze the impact of different attributes on the performance of the target audience, and so on. And these are also the value of a tool for analyzing web sites.

5. Monetization of guest behavior

The monetization of visitor behavior is the last part of the text of the Essentials Bulletin of web Analytics. In this section, we need to translate all the analysis results and metrics into money and revenue, a job that not every website can do. It will be relatively easy for websites that sell products and earn advertising fees. It's more difficult to get sales leads and web sites that provide online support.

Before translating the analysis results and metrics into money and revenue, we need to do two preparatory work, namely end-to-end analysis and traffic channel segmentation. End-to-end analysis refers to the analysis from the consumer end to the revenue side, where each step needs to be monitored and a separate metric is measured. On this basis, we also need to subdivide the traffic brought by different channels. If you can do these two points, you can complete the flow of different sources of traffic and visitor behavior for monetization conversion.

The following three are the three basic metrics that translate metrics and visitor lines into money and revenue.

Per visitor value = Website Revenue/Single Independent visitor

Value per visit = Site Revenue/number of visits

Cost per visit = Purchase traffic cost/access times

6, create your own action Dashboard

Finally wrote to the end, today I feel the eight-winded wrote a good long. We've sorted out what we need to create a Essentials newsletter for Web Analytics, and now we're starting to create your own action Dashboard

First, you need to pick KPI key metrics in action dashboard. That is, you are going to analyze which KPI indicator, why? Here we first use data to enrich the site analysis of key KPI reports, through the comparison to find the first level of key KPI indicators of the problem. Here is a problem, often at the same time there are several indicators change, then you can according to goal completion, index change rate and the impact on the site's revenue to set the trigger conditions, if multiple key KPI indicators at the same time, it will need to each KPI indicator changes to create an action Dashboard.

The second step, in the determination of the KPI indicators to be analyzed, we follow the site analysis of key KPI Index table content to determine the indicator responsible and data analysis person.

The third step, through the Web site Analysis tool for the segmentation of indicators, find the results, and fill in the first part of the text and the second part.

The fourth step, in the website Analysis Key KPI indicator table to find out the action, and fill in the text of the third part.

The fifth step, the loss of this key KPI index visitors or visits in the form of monetization to calculate the cost and value, and fill in the text of the fourth part, to illustrate the issue of the impact of the site revenue.

Article Source: http://bluewhale.cc/2011-03-06/interpretation-of-web-analytics-report-the-action-dashboard.html