Set off her veil--an analysis of the website of people-centered (II.)

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Preface: This is not the problem of website analysis, not "online" "" Offline "problem, not even business, but" money "problem.

　　

in the "lift her hijab to 1", I focused on the human-centered web site analysis of the necessity and possibility, and introduced several methods. Simply put, in the human-centered web analytics, the most important thing is to understand people, it is best to identify people, and then put people in communication and analysis of the core position. This demand is not unique to web analytics, in fact, the first lesson we've learned in marketing fundamentals is to identify target customers, so whether it's a TV ad, a magazine ad or a post, we take the concept of a target customer into account. But in the website analysis, we have contacted the behavior data to be many, may the tracking and the monitoring strong, but has to the "target customer" this concept to forget. When we only according to the source, click, Time range and other data to subdivide the visits of the site, whether think of visitor? When we think of the visitor analysis, whether to think of what is the target customers, which are already customers, which are potential customers, which are job seekers, Which is to watch the lively?

The Human-centered website analysis needs to be combined with user-centric,site-centric and other technologies to carry out each other. Personally feel that in the short and medium term, the Web analytics industry has two development trends, one is the combination of user-centric and site-centric, one is the combination of site-centric and datamining,profiling techniques ( Analytics Marketing). The previous day was a mutual accusation, and now ComScore's collaboration with Omniture has become a dead end (though nothing has been seen, disappointing) and Mediametrie has launched its own web analytics tool,-estat (FR), although it's not a good time to see the tools. , but the thought of its future and the combination of the parent company panel, or exciting; SAS also timely launched its own web analytics program, and its own powerful datamining technology, real-time to the user profiling. In fact, both trends are hidden, web analytics should provide information to CRM. We are in the store, in call center are all attention to collect and record the customer's information, then there is no reason to ignore the collection of user information in this important channel of the website. Cooperation between Acxiom and UNICA should make a difference on this road. In the company's own point of view, its own CRM system should also be to the Web site analysis software open a door; Saleforce has begun to receive information from social media, so is it certainly not a problem to receive information from your own website?

When you get off the topic, come back and talk about how to uncover your visitors ' veil. Read the "1" in the method introduced, do not know whether you start to fathom, this is not the site analysis of the problem, not "online" "Offline" problem, not even business issues, but "money" problem. Indeed, many of the methods described above are applicable to large and well stocked marketing budgets, so what if the site isn't big enough or has no budget? I have in the user Experience Chapter II has talked about a number of ways to understand the Web site visitors, translation here, familiar with the talk again (don't laugh at me from Jane; D).

1. Through questionnaires, direct inquiry: Online questionnaires as a supplement to the analysis of the Web site, often used in the analysis of the site. So why not add some related questions to the information about their sex, age, family members and income?

-> This is a simple and easy way, but in the design of questionnaires to be very careful, full of reasons and privacy protection statement is very important, pay attention not to force the answer, do not let users dislike.

2. Turn them into Web site members: If you already have this feature, then you must have known them better; if not, you can consider some additional services to attract users to register, increase the stickiness of the site, you can also take the opportunity to know more about them.

-> make user registration more difficult, other registered users are mostly involved in a very high number of visitors, they and their size can represent the characteristics of all site visitors?

3. Socialize your site: For overseas sites, consider using a Facebook Connect or Google Friends Connect, and then connect the information to the site's visitors ( The good news is that LinkedIn has its own connect soon, or has it already? As for the domestic ... How about everyone connect? Is it possible to obtain personal information about these users?

-> is still the same question, will these connector be able to represent all visitors to your site?

4. If your site is big enough, try DoubleClick adplanner.

5. If your visitors focus on the United States and Europe, try compete or quantcast it, if it is the people, then look forward to the statistics bar!

6. If you have Money, buy some reports from Comscore,hitwise or Nielsen netrating.

7. If you are very rich, you can entrust companies such as Tns,nielsen to give you a comprehensive survey, including information on your site's visitors, of course.

By all means, we should at least try to answer the following questions:

1. Is my site visitor not my target customer? or how much is it, how much is it?

2. Among my target customers, what kind of customers, how many of these customers I can contact through the site (reach), what kind of, how many I do not have access to?

3. I have attracted a group of visitors through a game or promotional event, or attracted a number of registered people, how many of these visitors/registrars are my target customers? Which people's data can be exploited?

4. What are the different responses of different categories of customers, such as men and women, to the services offered by my website?

5. What are the visits,pv/visit,time spent,conversion rate of my different categories of target customers?

For these problems, site analysts should be concerned because they may make all the analysis meaningless or shift the direction of the analysis. One example is that a premium juice brand has attracted a lot of members on the site by offering discounted coupons, and all of the Web analytics data are exciting. Unfortunately, after studying these members, it is found that most of them are low-income people, not at all in the company's target; Continue to trace the source, we also found that these members are mostly from the Affiliate marketing ...

In another case, an event website of a telecom equipment merchant attracts a lot of visitors, and through analysis, it is found that many interesting video sites are particularly popular. If we stop here, we may be able to draw on the experience to create more of these content next time to attract customers. But the reality is, for some reason, most of the video is in school, not the head of enterprise computer equipment.

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Tags: web analytics, web Analytics optimization

Original address: Http://semwatch.org/2010/05/user-centric-web-analytics-2