Join Matt Bailey for an in-depth discussion in this video Introducing analytics, part of Learning Web Analytics.
- [Instructor] As we get into understanding more about analytics, I want to help you overcome a few fears and frustrations. One of the top frustrations people have with analytics is right at the very beginning. They open up that interface and they have what I call the analytics freeze. So many people have told me that they open up analytics and they see all the graphs, and charts, and numbers knowing that there's going to be a long learning curve. The other frustration is I find this a lot in companies where people are simply taking the numbers, such as the number of visitors that month, putting it into a report, and sending it along.
The next month they open up their analytics, they take the same number, they put it in that same report, and do it all again. I call this hamster wheel analytics. Using analytics simply to get a number that goes into a report and nothing ever happens. It's reporting without action. You see it doesn't just take some statistics or mathematics understanding, that's only a little bit of what is necessary. You have to also understand how to apply these numbers to your business.
So having some business acumen to understand how to apply the numbers to increase your effectiveness in marketing, or in selling, or in simply positioning your business. You need creativity and questioning. The better the questions, the better the analysis. And so as you attack your analytics with questions and finding answers to those questions, you can then apply them to your business. Finally, communication skills. If you work in a larger company or within a team, taking your analytics findings and communicating them to the other stakeholders so that you can improve your site, improve your marketing, and ultimately, improve the business.
What you'll need is questions. Questions to help you analyze the data. It will help you find out what you need to do to improve. Where the problems are. How to find those problems. And then understand what's happening. Why is it happening? And how can you then improve your site in order to improve your business? You see the problem is that analytics is an off the shelf solution. It's meant to be a one size fits all product.
Unfortunately, one size did not fit all. Depending upon whether you're an e-commerce website, maybe just a small local business, or maybe you're a corporate B2B business. The analytics program is the same. It needs to be customized to fit your business. So analytics will only make sense when there's customization made. According to your measurements, your goals, and your users and what they're trying to accomplish on the website.
- Implementing tracking code
- Customizing business goals
- Measuring bounce rates
- Tracking acquisition
- Measuring the performance of your landing pages and content
- Understanding the three Cs of analytics: Context, contrast, and comparison
- Tracking your audience by device
- Taking action