Aug 11, 2011

Web Analytics Meet - Bangalore - 26th August 2011

Nabler in association with Webtrends is organising Web Analytics Wednesday, world's leading networking event for web analytics and digital marketing professionals. Open to digital analytics practitioners, enthusiasts and vendors alike. Web Analytics Wednesday is a free event, allowing you to meet people with similar work interests.

There will be an interactive session with leading Digital Analytics professionals like Mr. Sanjay Sahay (Head-Online Marketing, Infosys), Mr. Shankar Maruwada (Head-Branding, UIDAI) and Mr. Sudarshan Gangrade (Analytics & Reporting, UIDAI).

Also there would be demo sessions for some top analytics tools like Webtrends VER 10, Nabler LeadCarat and many more.

Event Summary:

Event: Web Analytics Wednesday

Date: Friday, August 26, 2011 from 5:00 PM - 8:30 PM (GMT+0530)

Location:  Hotel Regaalis 40/2
                  Lavella Road Road (Next to Rice Bowl)
                  Bangalore - 560001

Google Analytics - Update to Sessions

Google Analytics has made a small change in session’s calculation. The changes will be from today onwards and will not affect the historical data.

Currently, Google Analytics ends a session when:
  • More than 30 minutes have elapsed between pageviews for a single visitor.
  • At the end of a day.
  • When a visitor closes their browser.
From today onwards, Google Analytics will end a session when:
  • More than 30 minutes have elapsed between pageviews for a single visitor.
  • At the end of a day.
  • When any traffic source value for the user changes. Traffic source information includes: utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.

·         Because of this change there can be slight hike in number of visits. But the Google Analytics is claiming that the hike will not be more than 1%.

·         Now closing the browser will not automatically terminate the session.

 Reference: http://analytics.blogspot.com/2011/08/update-to-sessions-in-google-analytics.html

My Verdict:

Visits number will increase depending on the site. If there is a possibility of visitor coming to your site from multi channels then there will be an increase in visits numbers.

As visits number are increasing then all the metrics where visit is in denominator will decrease.

Other metrics will not be affected except Bounce Rate.

This update on sessions might create a messy situation especially when you are running lot of campaigns. In the coming posts I will be writing about the tricks to handle it.

How the update on sessions has affected your website data in Google Analytics. Do share your experience with us….

Aug 5, 2011

Competitive Intelligence : Downstream Approach

In Downstream approach, we collect the data of visitors where they went after visiting your website.

If a visitor has come through a search engine, and landed on your website, the KPI’s to measure will be:
§  The key Phrase used in the search engine
§  The landing page – visits, bounce rate, engagement rate
When the visitor is browsing on your site, the browsing behavior of the visitor will tell the intent of the him/her. Like:
·         Brand Choice – Any particular brand prospect browsed
·         Click on “Availability” option tells the urgency of buying
·         “Top rated” means reviews matters a lot
·         Click on the cheapest Camera – Prospect has a budget constraint
·         Camera of any particular feature
·         Accessories seen in the session
·         User reviews seen – Reviews matters a lot
·         Shipping details pages visited
·         Keyword searched in the internal search
·         Financial Offer page visited
·         Any particular Megapixel choice
Once the visitor exits your website, then the next visited site can be tracked through competitive intelligence tools. The next site visited can tell us:
  • Sites which can influence Buyer in making decision
  • Any Forum site visited and any query made there
  • Which competitor site visited
Based on the Web data of your site and data from competitive intelligence tool, actionable recommendations can be made. Such as:
·         Reviewing Pricing Strategies
·         Reviewing Campaign Strategies
·         Web Personalization to the Visitors
·         Segmentation is done based on the demographics, lifestyle, location and scores
·         Reviewing Offers/ Discounts Strategies

Competitive Intelligence : Upstream Approach

In Upstream Approach, we come to know which are the websites visited by the visitor before coming to your website.

Data is collected using competitive intelligence tools.  It gives the below insights:
·         Where the top forums sending traffic to.
·         Where the top review sites sending traffic to.
·         Where the Social media Websites sending traffic to.
·         From which Competitor website you are getting traffic to.
·         What the last page visited in the competitor website.
·         What should be the new strategy for campaigning/advertising on the sites sending more traffic to competitors
·         What are the changes required in the website design to make it more customize on the basis of intent of the visitor.
·         Review of the marketing strategies.
·         Review of the pricing strategies.
·         Review of the product categories.
·         Websites to look for the  future prospects
·         To analyze voice of prospects, voice of existing customers, voice of influencers

Competitive Intelligence

In Web Analytics, we all know what visitor is doing on our site. But do we try to see what the same visitor do before and after seeing our website?
The visitor’s behavior on the web can help us in understanding the intent of the visitor.  There are tools which give us this data through ethical ways like HITWISE, ComScore, Compete.com, BeenCounter etc…

I have divided the competitive intelligence approach into two parts:
1)      Upstream Approach
2)      Downstream Approach



We will be covering both the approaches in next blog posts.

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