Ten Essentials of Web Data Analysis
With the amount of data being generated and easily accessible, many web analysts are talking to experts, social media, and the like to discuss what kind of data to analyze in order to generate meaningful/valuable information.
As a web analyst who combines art and technology, you can't rely on key metrics alone or on a fancy dashboard. The real value lies in constantly segmenting the users of a website to better analyze them, provide them with personalized services and realize their business value.
This article offers 10 points of segmentation advice to turn your data directly into valuable information.
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1, a filter, two groups, three segments
While the amount of data on the website (traffic) analysis is massive (Translator's note: UV more than 100,000 UV / day of the website site logs, order data, commodity data, member data, etc., generated every day, the data is generally in the unit of G raw data.) , but often also can easily lead to some wrong conclusions (Translator's note: large data volume means that the data content is large, but if for the data collection process or whether the data itself is biased/inadequate do not understand, it is easy to analyze the time to make the decision is wrong). Since the JS code is executed on the client side (as the browser loads the web page), there are a lot of inherent errors that can't be avoided unless you filter the data. In addition, if you do not segment the data, then often the top10 and top50 list content of each time period is not likely to change much (translator's note: for a relatively stable flow of companies, the first few rankings of the general changes. So when analyzing, it's best to look at the TOP50 under each major category, and it's easier to find some data anomalies).
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2, segmentation of customer types
Regular types of users: new visitors, potential users (multiple visits to the visit, but did not register), members, affiliate customers, company employees. Different types of users visit the site in a wide range of industries. The behavior of members and potential users may be completely different (Translator's note: because different types of users come to the site for different purposes, members come to buy may note is to buy a certain commodity, while potential users may just come to see or make a price comparison). Members sometimes make the conversion rate of this indicator appears inflated, often internal staff conversion rate will be higher.
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3, on the channel type of delineation
Channel types are mainly divided into: paid and natural traffic; paid media and free media, internal and external advertising, and alliances. Many web analytics tools offer basic traffic segmentation reports, but without additionally adding tracking code again, it may be difficult to go beyond the three basic types.
Some of the key traffic channel segments that must be considered for inclusion in some of the codes include: if some of the social channel sources (some people analyzing your site's content are reposting or posting), own social media channels (like official home pages on youtube or facebook and the like; paid or natural searches; and natural citation links (like other sites republishing your content then will add the original link), general website link exchange. Otherwise these channels of traffic tracking may not be able to count.
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4, double-check the natural traffic plus the code
Many of the site's natural traffic is often untrustworthy because the code added is often of poor quality. Please carefully examine your email, social media, retargeting or cell phone traffic monitoring code is prepared and completely correct, so as to be more prepared to determine whether the statistics of natural input is really direct input.
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5. Segmentation of content by intent
Users of the site can be categorized into: research, purchase, repeat purchase, negotiation, and recommendation. The wrong people have different impressions of the content, so utilize these same content positioning names for your website analytics report. Over time, continually optimize the user experience by building a good funnel of the buying process: including: research, visitors, purchases, transactions, and/or updates.
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6. Utilize a meaningful approach to segmenting product types
Just as you segment by content for the purpose of better pursuing and thus better analyzing/identifying product configurations on the business for extended analysis.
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7, cross-platform integration of data
Website analytics data should not be replaced by transactional data, the integration of different data sources used to understand the difference between the analysis or recorded information. Deriving results from recorded information, the two are not equal, the information and indicate conclusions.
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8. Get closer to your customers
Many of the jargon and scientific terms presented in reports seem to have no obvious relevance to the interests of business shareholders. Shift the presentation of the report to better reach your "audience" and make it more understandable to them.
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9. Suggest targets for each speculation and test those predictions
A good web analyst makes predictions about future trends based on assumptions and rules found in the data, based on trends in the overall market. A great web analyst can give a proper explanation to the guesses, so that they can be evaluated for the next monthly, quarterly, and yearly goals of these predictions.
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10, Tie Business Drivers to Segmentation & Metrics
Your business is focused on aggressively acquiring key products? Start segmenting your data, including key findings, around that focus.
Does the audience you report to consistently dive deeper further into your user service behaviors, rather than just focusing on new user services, segmentation of potential customers. Alignment with the business, as well as attention to all types of details, so that you analyze your audience willing to accept the analysis and remain open.
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Summary
While very few people can fully grasp and use these points, and then for web analysts who are a combination of art and technology, we should all be aware that each segmentation affects the realization of business value.
The above is the editorial to share with you on the website data analysis of the ten points of the relevant content, more information can be concerned about the Global Ivy share more dry goods