Introduction to Web Analytics

Zach Olsen

Summary

Web analytics measures web traffic and users activity. Some vendors: Google Analytics, Web Trends, Adobe Analytics, Clicktale, Crazyegg, Hotjar Two sides to Web Analytics Jobs: Analyst and Implementation Analyst: Create and maintain standardized reports and dashboards Identify traffic and conversion trends Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction Implementation: Responsible for accurate reporting and tracking Like a programmer There are two sides to website analysis Marketing optimization and user experience Three things included in marketing optimization: Conversion rate by market channel-paid search, display, retargeting, affiliate, email, social Landing page improvements Optimize allocation of marketing budget Business objectives Reach revenue targets Expand brand name recognition Increase customer loyalty Increase customer satisfaction Key Performance Indicators Sales that are made Clicks on social share buttons Return visits/orders Promotional email signups Net promoter score

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Speaker: Zach Olsen

Bio:

Zach Olsen is the web analytics manager for Columbia Sportswear. He has been working in e-commerce and online marketing for almost ten years. He has worked as an e-commerce business analyst, search engine marketing manager, and Digital Marketing Consultant.

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