Engagement Metrics
There is certain degree of arbitrariness in what qualifies as a ‘High Engagement Visit’. Usually a ball park figure of ‘greater than 8 pages’ should work fine for qualifying a visit as a ‘High Engagement Visit’ and one that engages the visitor to a greater degree.

However, deciding on a ‘Low Engagement Level’ visit should be fairly straightforward. A ‘Low Engagement Visit’ should be any visit of a SINGLE page view only. It is advisable not to fix a range, say ‘less than 3 pages’ etc. to qualify a visit as a low engagement one.

These are times of falling attention spans and low engagement visits should necessarily focus only on visitors who stay for just 1 page.

Six Broad Categories for KPI Identification
A client brief on web analytics was that we work with fewer metrics and a predetermined minimum list of KPIs. All reporting to all service heads had to go under these broad KPIs. The broad categories for KPI identification were fixed as:
 
1. Branding
2. Traffic
3. Thought leadership
4. Interaction
5. Campaigns
6. Database

This ensured that all reporting clearly went under any of the above categories, made for more focused analytics and well-defined reporting.

AD Hoc Reporting
Ad Hoc reporting is becoming increasingly common as a web analytics tool to gauge effect on traffic caused by changes in design or content to the site. It is also used to analyze unexplained rise in traffic to a particular service section or to track other changes to the website.

Ad hoc reporting could be made more effective by:
• State the Objective - Putting Down the stated objective of the Report right at the top
• Summarize - Summarizing Solutions/Broad Trends
A brief text summary at the end of the report which outlines the findings and the broad trend of the analysis greatly enhances decision making. A definite value-add.

An Excel Tip
To enter the same text or formula in a range of cells
To instantly enter the same text or formula into a range of cells:
1. Select the range of cells that you want to fill.
2. Type the text or formula in a single cell and press CTRL+ENTER (instead of just the ENTER key).

3. The data appears in the entire range selected

Web Analytics Resources
Read the article by Sandeep Mittal of Cartesian Consulting on ‘Marketing Analytics: The Big Thrill’. It talks of the growing breed of marketers who are bringing more precision to marketing analytics using data and analytics tools in clever ways.

Also check out Shinystat an Analytics Tool that is available in the Free, Professional and Business Versions.

Bookmark to:

Trackback This Post | Subscribe to the comments through RSS Feed