Category Archives: Digital Analysis

How do you measure your organization’s level of Data-driven?

I am reading Actionable Web Analytics: Using Data to Make Smart Business Decisions by Jason Burby & Shane Atchison. When I came across these 16 questions, I thought it’s a geat tool to share with people who are struggling to figure out what analytic level they are doing.

As Shame Atchison suggested, please give yourself in a score of 1 to 5 (Give yourself 1 if you’ve never considered doing such a thing, or 5 if your organization has been doing it for years), and then add the score of 16 questions together, you will find out your level of data-driven:

1. Do you have agreed upon success metrics for your web channels?

2. Can most people identify the overall success metrics the same way?

3. Have you monetised your key site behaviours?

4. Do you prioritize projects and initiatives based on potential fiancial impact?

5. Do you evaluate all projects post-launch to determine their impact on your business?

6. Do you commonly use web analytics to identify opportuinities to improve your site?

7. Do you conduct attitudinal surveys to identify opportunities to improve your site?

8. Do you use competitive data to benchmark success and identify best practices?

9. Do you analyze behavioral, attitudinal, and competitive data in conjunction with one another to drive greater insight?

10. Do you include success-metrics in statements of work and RFPs for both internal teams and outside agencies?

11. Do your creative briefs include success metrics and behavioral, attitudinal, and competitive benchmarks?

12. Do you employ an ongoing testing and optimization methodology based on insight generated from data?

13. Do you segment your site to customize experiences and determine the best page solutions for different audiences?

14. Do you measure the offline impact of the web channels?

15. Do you reward employers based on performance against specific KPIs?

16. Do you regularly take action on data to improve site performance? Total your score, and see how you’re doing?

______________________________

Total your score, see how you’re doing:

0-32: you’re in the same boat as most fortunate 2000 companies today.

33-64: you’re off to a good start, and you have plenty of room to take it to the next level

65 and over: you’re one of a few companies that are leveraging the power of data. You’re probably continuing to push your efforts and have plenty of ideas of ways you’d like to do better.

Come back regularly, and test yourself to find improvement!

How to track your off-line advertising?

Both Omniture and Google Aanalytics can track your off-line advertising? Sharing with you an useful article is always my great pleasure.

 

Tracking Offline Advertising With Google Analytics

With a little bit of programming you can use Google Analytics to track your off-line advertising activities. There are some caveats, but I believe the process below is reliable and convenient for customers. Here’s how to set it up.

First a disclaimer. I’m not going to go over the basics of how link tagging works. If you don’t know how to use GA to track your advertising campaigns stop reading this and start reading the GA support docs 🙂

Now we can get down to business!

The key to tracking off-line advertising with GA is link tagging. If you can tag the links in your off-line ads with the campaign variables used by Google Analytics you can measure off-line advertising success the same way you measure on-line advertising success. I know what you’re thinking. “How am I supposed to put some long, archaic URL in my ad?” The answer is, “you’re not”. There’s a trick to the implementation.

Instead of attaching the campaign variables to the URL that you place in your off-line ads, create a custom URL or a custom landing page. When a visitor requests that custom URL or landing page do a page redirect (using your application platform) and dynamically append the tracking variables.

Here’s an example. Let’s say I’m an online retailer, www.jeans.com, and I’m getting ready for a back to school sale. I decide to purchase a number of print ads in a newspaper. Within the ads I place a URL to my website. With a normal GA campaign tracking setup the URL in the ad would look like this:

http://www.jeans.com/?utm_campaign=fall_sale&utm_source=local_paper&utm_medium=print

Or, if I’m using a master tracking table the URL might look like this:

http://www.jeans.com/?utm_id=1

Those are ugly URLs! No one will remember those! Let’s use a custom URL that’s easier for the reader to remember. Then, when they land on the custom page we’ll do a redirect and dynamically append the tracking variables. Here’s the custom URL we’ll use:

http://www.backtoschooljeans.com

And here is the code that we’ll use when someone requests that URL:

< php

header(“Location: http://www.jeans.com/?utm_campaign=fall_sale&utm_source=local_paper&utm_medium=print”);

exit(0);
?>

There you have it. Your off-line ad is now tagged like your on-line ads. You’ll be able to see traffic and conversion for your on-line and off-line advertising in the same GA reports.

One thing to note. If you publicize the custom URL in other locations you’ll end up driving traffic to the page that is not from the off-line ad. This will skew your results.

Heat Map Tools

I need to provide a website heat map for our sales department, the map is supposed to provide some insights for the client about the hot spots of our website. I know Google Analytics overlay has this function, unfortunately it only shows some numbers (click map) without a visualized picture. Omniture ClickMap provides a better result, I am working on pulling it onto my dashboard at the moment.

 

Heat Mapping (or click mapping) tools record visitor clicks to create visual maps of user activity.

– AttentionWizard http://www.attentionwizard.com

AttentionWizard generates a sample virtual heat map. It attempts to map out the areas that will draw the most visual “heat”. It can help you quickly understand how images, headers, and other visual elements can both reinforce and distract form your content.

Visual Hot Spots blow up shows how dramatically a logo and header text can draw visual attention. It also helps to show how attention flows from one element to the next. Understanding these hot spots can help you better understand how to strategically place critical visual elements.

AttentionWizard provides a 14 days free trial, simply register and play with it.

Oops, forgot to tell you, you just need to upload your website screenshot. The free trial accepts the max image dimention 1024×768, once you start to pay, the max image dimention is 1920×1080.

How does it work?

AttentionWizard uses advanced artificial intelligence algorithms to simulate human visual processing and attention. The software instantly creates an “attention heatmap” of your Web page that predicts where someone would look during the first few seconds of their visit. They provide instant results – just upload an image, no eye-tracking or mouse-tracking needed.

– ClickDensity http://www.clickdensity.com

Clickdensity tracks visitor clicks to produce a click map showing you hot spots of activity. Clicks can be displayed as a heat map, click map, or hover map. Customization options include filtering by browser type and date-range, as well as a useful transparancy adjustment to view the heat map more clearly.

You can start a free trial: http://www.clickdensity.com/SignUp.aspx

– Crazy Egg http://www.crazyegg.com

The strength of Crazy Egg is its reporting interface is very easy to use, but the customization options are limited, the core reports are powerful and well-designed.

It’s not a free system, you have to paid 😦

You need use the website url.

http://www.crazyegg.com/plans

– Feng-GUI http://www.feng-gui.com

Feng-GUI uses a sophisticated algorithm to mimic the kind of heat map that would be produced by an eye-tracking study. This is not a click map, but a simulation of what acual gaze patterns might look like. Simply upload a screenshot, and the algorithm returns a heat map. While Feng-Gui isn’t meant to replace a laboratory eye-tracking study, the results are impressive.

It’s free!

Why is your website so slow?

No matter which company I am working for, I always hear someone is complaining the speed of website. Why is it so slow? The reason might be vary. From a IT layman perspective, there could have a few reasons which slow down you website speed. such as server, images, website structures and JavaScripts etc.

 

Most of you must familiar that if you understand your customer, you will win. Therefore, in order to understand the customer very well, we have to allow many codes to embedded on our website, such as Omniture code, Google Analytics code, Neilson Tracking Code, Ads server code etc. I believe it’s just a small list of the codes I mentioned here, there should have more than that. All these codes we generally call them as JavaScript codes.

 

Is there anyway we can do with these codes to improve website speed? Yes, there is an easy and simple way you can do to improve your website speed, thank for Google whose team always try their best to improve its product and service. Google update the Google Analytics code, it’s called Asynchronous Snippet, we are told that the Asynchromous Snippet “offers an improved way to track website visitors with Google Analytics. It takes advantage of browser support for asynchronous JavaScript to enhance the speed in which the tracking code is loaded. With this version of the tracking code, you can also place the Analytics snippet higher in the page without delaying subsequent content from rendering”. More details, please click: http://code.google.com/apis/analytics/docs/tracking/asyncTracking.html

 

Lucky we are with Google Product ( borrowing from AAIM’s TV slogan)! There is one thing for sure that we are waiting for other analytic products to update their tracking code, when can we get Omniture to update their tracking code with the concern of improving user’s website speed performance? And Neilson, more and more other tracking code providers….