Web Analytics Report 101: Planning, implementation strategies and dashboard

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Many of my friends are asking questions about how to write Web analytics, but this topic is a topic that I've made a lot of decisions I haven't written. After reading this article, you will know why I said so.

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For nearly one weeks in the most concentrated area of American web analytics, it has been heard that they are now witnessing their work and must lament their leadership in this field. On the one hand, the level of technology is really strong, on the other hand, professionalism is impeccable. With cavity love to do things, a pretty good income, and the industry's recognition and growing demand, so that the industry in the United States more and more prosperous. As we conclude this trip to the United States, I will write about the analysis of Australian and American websites.

However, this topic is not foreign, but to solve my own same long-term Huanghui of a problem-how to make beautiful web Analytics report? This topic is a no small challenge, light me a person enough, need in this post, get everyone's questions, feedback, suggestions and experience. I am not prepared, and it is not possible in an article to the website Analysis report all the questions are clear, or open a series it!

First of all, I would like to say, how to make Web Analytics report is not a problem, but a collection of issues, why do you say so? Because the Web Analytics report is a series of different reports. Let's start with this topic.

Because the focus is different, the users of the reading report are also different, so the website analysis report absolutely does not have a standard. Although all are called reports, but the content and format can be very different! The Web Analytics reports I know include the following types: monitoring and Analysis plan reports, implementation strategy reports, Dashboard (Essentials report), Kick off (startup) reports, Pain point identification reports, analysis and optimization reports, and optimization implementation reports , test reports. Limited to space, today is the first three.

Monitoring and Analysis Plan reports

The difference between the monitoring and analysis plan reporting and the implementation of the strategy report is that the latter emphasizes implementation while the former monitors the emphasis on the analysis plan.

The Monitoring and Analysis plan report, which I have often done in my previous agency work, Measurement and analytics plans, or M&a, is a guide to all monitoring and analysis operations.

Friends of web Analytics enthusiasts, you may not have the concept of monitoring and analysis of plan reports, and may not think it is important at all. Well, it's true that, in a way, even if we don't have it, the analytical work that the boss has laid out is still to be done, but the meaning of the plan is actually important because it's not just a program of action but a contract.

Now that I have listed the contents of this report, you can see why I say that.

The specific elements of the Monitoring and Analysis plan report include:

object, scope, and time of web analytics

Site analysis of the object of course is the site, but, is the site of all, or local (such as a channel, or the site of external traffic sources, etc.)? If it is local, how large is the range? How long does it take to collect data?

Key business requirements for the site (kbr:key Business Requirements)

KBR is the omniture methodology often mentioned a word, it represents the Web site in the commercial to achieve the goal and the key link, is the site analysis needs to finally achieve optimization of the foothold, or in other words, is the meaning of web analytics, if there is no KBR, also do not need to analyze the site.

What's more important than KBR?

KBR target Setting

Not every site analysis has a set KBR goal, because KBR may be affected by many factors. But KBR goal setting, can let the website analysis have a clear direction of effort. KBR goal setting is not complicated because business goals are often clear. For example, the revenue of the Web site has grown by 30% in half a year, or the average number of users submitting review per month has increased by 5%. These are the goals of some pure business areas.

Possible analytical methods or models (optional)

Web analytics are often not possible to anticipate what analytical methods or models are used to solve the problem beforehand. This is like we go fishing before we go to find worms as bait, we have a lot of stones, open a stone, and some below there is a plump earthworm, and some below there are a group of scattered ants, and some of the following there is nothing. But we can still start with the big place, consider the analytical methods or models that we might use, for example, we have to study transformation, we need to find the factors that promote flow from the flow change. This section, sometimes just as a reference, is optional.

Figure: An example of a method and a strategy. was founded by Mr. Florian PIHS.

Staffing and Resource allocation

It is not possible for a horse to run without grass. The allocation of personnel and resources is of course important. This is another manifestation of this reporting contract function. Don't say much.

Schedule

What kind of plan does the website analysis follow? For example, when to complete monitoring implementation, when analysis, when to make recommendations, when to test, and finally how to optimize the site. After that, try to follow the plan. So we all have a better idea of how to work together in unison.

Diagram: A simple example of a progress plan

Implementing Policy reports

With the website analysis plan, the first important concrete operation is implemented. Implementation strategy reports are required before the site analysis is implemented. This section is the most important but most overlooked area of web analytics. The job of adding code is like building a house. But the building blocks to be under the guidance of a blueprint, did not see the build house does not draw drawings, also did not see the site analysis Plus code does not consider monitoring strategy.

When we first contacted the Web analytics, we are using Google Analytics, our implementation is very simple and rough, is to add GA code to each page on the line, but as time went on, monitoring requirements began to be refined, such as to monitor some of the page event ( Flash or JavaScript and so on, and to monitor some of the business indicators, such as orders, purchases, income and so on, simply rough on the powerless. Monitoring strategy is the site analysis of the foundation of the building, without this foundation, the above buildings easily collapse.

Keep in mind that Web analytics is a business analysis, because the business itself is unique (unique), so the site analysis of the monitoring strategy and implementation is certainly unique.

The implementation of the policy report includes the following sections:

Mapping of KBR and site KPIs and monitoring objects (KBR Mapping)

This content is the saying that we say "translation", is to translate KBR to the website KPI index, as well as other monitoring object. Web analytics is not monitoring the more the better, nor the more data to get the better, but to get the data we need to meet the KBR.

Explain my point in a wordy sentence. In theory, site analysis is of course what is monitored to be the best, even the log file data are listed, but, in fact, I am very opposed to do so, time and energy is limited, no analysis can do 100% full coverage. Moreover, the site analysis of the harvest conforms to the 20-80 rule, that is 80% of insight from 20% of the analysis object.

For specific content on KBR mapping or translation, see this article: Avinash: What are goals, metrics, KPIs, dimensions, and subdivisions.

Figure: KPI enumeration. was founded by Mr. Florian PIHS.

Implementation strategy mapping for KPIs and monitoring objects (Implementation strategy)

After determining the KPI and monitoring object, we should consider what technical strategy to monitor them. I am studying this field these days, very interesting, have a lot of harvest. For example, my teacher often asks us what function, plugin, event, and Evar (see below) should be used to monitor the SKU of a product and the corresponding state, zip number, shipping cost, and revenue, and we should be able to answer. These are the mappings of KPIs and monitoring objects in monitoring technical strategies.

1 Track ListBox item orders by Product SKU

2 Include and ZIP information on purchase page

3 Track shipping cost per product

4 Include Cost of hereby (COG)/product during purchase so a calculated metric can is built for margins (cog amount Pulled from in-house product database

Note that the implementation strategy is not an actual job, but rather a policy for the final job.

Monitoring implementation Methods *

The monitoring implementation method is like a manual, which is called playbook (note not playboy) in Omniture, detailing which function, plugin, S.prop, event, Evar, etc. are used. With this instruction, IT staff, such as the site's front-end engineers, can retrace the code.

The reason for monitoring implementation is added with an asterisk because it is often taken out as a separate document.

The content of this report is finished, is not everyone thought, even the monitoring strategy must have such a complex report? No wonder science needs rigor.

Diagram: Process for implementing policy reporting

Dashboard (Essentials report)

Dashboard such a report is definitely worth noting. The report embodies the beauty of the art of web analytics. However, since it is art, do not treat it as technology.

Dashboard not very good translation, instrument panel? Or is it the Master console? In a word, it's easy to confuse you and me. I still think dashboard is known as the Essentials report, or it's called a KPI report. Of course, the name does not matter, the key is the understanding of such a report.

Before explaining the dashboard, everyone imagined that they were driving a car, and the dashboard of the car showed some of the most critical features of the car's driving state--speed, mileage, and oil. The dashboard report of the website analysis is the same as the dashboard of the car, indicating the most critical operation status of the website.

In addition to car and website analysis, in fact, as long as it is necessary to understand the operation of the state of the industry can have dashboard, big to economic performance boom situation, small to your home meter meter. If you look at this site Dashboardspy, you know why I said dashboard is an art.

Photo: This is a museum dashboard, it's great!

Yes, dashboard is a report that allows you to get the most macro-critical running status for your site in the shortest time possible. This report is for everyone, especially for your boss, and I think it is the most read and read report. In this sense, dashboard is the most important report on Web analytics.

The dashboard report has the following characteristics:

Essentials

Dashboard generally only put KPI and the running data of key monitoring objects into the report. Meticulous, detail is not dashboard characteristics.

In addition to the data embodied in the essence of the dashboard, there is also a concise qualitative content, which is short and powerful conclusive text and suggested text, and there will be no analytical text. Dashboard Text Only one request--resounding!

The purpose of the essentials is very clear, is to let the reader quickly and clearly understand the status of the site, where good, where bad.

Macro

Dashboard generally only embodies the macro data of the website (or the website channel), and does not relate to a specific page.

Dynamic

Dashboard is dynamic and can be updated as time changes. Because dashboard to describe the state, if not updated, the meaning is lost. Many web analytics tools provide automated dashboard functionality that can describe the state of a Web site in real time. Dashboard For example, Omniture Sitecatalyst's dashboard can automatically provide real-time site status data according to the time of the Access report, or you can describe the status of the site according to your custom time zone, which is flexible.

Figure: Omniture sitecatalyst Custom Dynamic Dashboard

How to do a website analysis of the dashboard? Please follow these steps:

Identify KPIs and other key monitoring objects placed in dashboard;

Determine appropriate expression metrics for these KPIs and metrics;

Design appropriate time ranges and graphs for each expression metric;

Make a chart or associate a chart with a metric through an automation tool;

Fill in the qualitative text.

I actually have a very high quality article on how to make dashboard, which was written by Mr. Avinash Kaushik. Please click here: "The essentials of an executable web Analytics report"-say good-bye to a bad summary report!

Finally, to tell you a word, reportlet, is a dashboard block of data blocks.

OK, here we go. If it makes sense, I will continue to write other types of reports. If you have any questions or suggestions, please let me know. Special thanks to Janny classmate to send me some questions before, I will also write you suggested related articles. Finally, the old rules, share some of my pictures in the United States.

Picture: This is the Orem (and the Provo), the city where Omniture is headquartered. In the United States, this (two) city of more than 100,000 people is already very large. Here populated more resources, there is no high-rise, but the explanation is rich enough. It's a freshwater Utah lake in the distance.

Photo: Omniture's American consultant, fluent in spoken and written Chinese Thayne Lewis, he could have talked to me about the inception translation of the word "start" or "source". Background is Bingham Canyon The tyres of the mine harvesters

Figure: Bingham Canyon Mine, the largest man-made pit in the world

Photo: In front of Moore's headquarters temple, with the Confucian scriptures in his hand--Moore's Sutra

Photo: Salt Lake City's Apple Store door

[Copyright belongs to Sidney Song (sing) all, welcome to reprint, but please inform the author in advance and indicate the origin]

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