Analytics for Fun & Profit Matt Bailey President, SiteLogic @SiteLogic
FEAR
Reports: - Page Views - Hits - Top Pages - Monthly Visitors - Time on Site
when data is SIMPLE action is impossible
Visitors = 200,000
Page Views = 400,000
Average Time on Site = 6:00 min
¡ ¡ ¡ ¡Analysis Long-‑term ¡ ¡ ¡ Markets forecasts ¡Columns ¡ ¡ News Closing Analysis Numbers Tickers
Goal
Value
segments persona
Persona Name: Age: Occupation: Personality: Needs: Selling Points:
when data is COMPLEX easy understanding is
3 C’s of Analytics Context Contrast Comparison
Question-asking is the single greatest tool humans have. -Neil Postman
BUILD CONTEXT
Context Visitors who searched for: term Who entered at page: page Who stayed longer than: minutes Converted at a rate of: x%
Context tells a story
Analytics According to Captain Kirk The “Red Shirt” Phenomenon
Crew of 450 54 total deaths = 13.7 % mortality rate
11% - Yellow shirt 9% - Blue shirt 79% - Red shirt
0 57.5%
42.5%
16%
57% Beaming Down 42% On-Board Mayhem 16% Kirk meets Alien Women
more data gives more comparison
comparison shows relationships
more relationships makes better analysis
Segment Acquisition
Determine Causality
Find Intent Discover Expectancy Observe Reactions Analyze Behavior
Blogs & Articles YouTube Competition Discussion Forums Search Context Facebook Twitter Digg
better analysis provides specific action
Content Value $4.35
Content Value $1.
Find Opportunity
URL Shorteners from: http://www.sitelogicmarketing.com/recommended- products/internet-marketing-anhouraday customized: http://bit.ly/imhour
Track Twitter Original Link: http://www.sitelogicmarketing.com/ recommended-products/internet-marketing-anhouraday Trackable Link: ?utm_source=twitter& utm_medium=social& utm_campaign=im-ahad-promo
Product-XYZ-launch Book - Launch Product-XYZ-awards Book - Promo Product-XYZ-update Book - Promo - NYSES Product-XYZ-newbeta Book - Promo - Reviews
bit.ly/tu2bU bit.ly/22D263J bit.ly/8Liu7I 57 bit.ly/bk7B5W
troubleshoot BOUNCE rates
Follow the Money
specific actions results in profit
“To make charts simpler , add more information.” -Edward Tufte “However, don’t give that chart to the CEO.” -Matt Bailey
Analytics is Action!
April 2011 Wiley/Sybex bit.ly/IMhouraday
www.SiteLogicMarketing.com/blog Matt Bailey President Matt@SiteLogic.com
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