Web Content Web analytics has become increasingly mainstream.
By Rick Allen on November 8, What does your web data tell you about your content? A web analytics framework helps paint a clear picture. Last month we kicked off a series of posts on web analytics by discussing the value of web analytics for content measurement.
Author Lou Rosenfeld describes two approaches to using web analytics: Top-down analytics is when you start with a narrow set of goals to identify a larger set of meaningful metrics.
Here, you are able to find answers to your content questions. For example, you want people to sign up for an event online, so you track RSVPs.
Bottom-up analytics is when you start analysis without a defined set of goals.
This is the process of gathering content insights through discovery. For example, you want to optimize your site for Google search terms, so you seek high-performing keywords on your site. Both approaches are valuable, and content professionals should learn to take advantage of both.
However, contrary to popular belief, bottom-up analytics is more difficult to use than top-down analytics. This provides you with valuable context for measuring content quality by bridging the gap between business website goals and meaningful metrics.
A Web Analytics Framework This web analytics framework is a roadmap for quantitative content analysis. Avinash Kaushik inspired this framework in his discussion of web analytics definitions, goals, metrics, KPIs, dimensions, and targets —check it out to get his take on this process.
What is the purpose of your website? This is a deceptively simple question that as a result often gets overlooked or ignored. Business objectives ensure that larger institutional website goals and the web content goals you define are properly aligned.
Misaligned content goals without clear purpose hinder communication and content efficacy. Business objectives help content owners understand how their web content goals relate to the overarching goals of the institution. This provides important context for content analysis.
So what does a business objective look like?
When answering the question, "What is the purpose of our website? How does your website serve your entire institution? Ideally, you should have a short list of three to five broad objectives. Here are some business objective examples: Enhance brand awareness Improve communication and feedback systems Improve the effectiveness of marketing and PR Improve customer service Improve operational efficiency Business objectives will help you group and focus content goals.
However, keep the focus broad enough so that your business objectives relate to the broad set of web stakeholders. What actions do you want people to take on your website?
Once you understand the high-level business objectives for your website, list your content goals in the form of user actions.
Defining the actions you want people to take is important because all analytics data for user engagement, and resulting content insights, depends on users taking some type of action.Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.
A Multi-Domain Site is a group of domains that the web site owner wants the analytics software to treat as if it were a single site. Why would you do this? Many media companies (for example) make heavy use of multiple domains.
analytics tools can be exploited in the context of enterprise social software, be it by automatically processing tracking data to improve ce rtain functionalities, like search – similar to. Analytics is built to work with Google’s advertising and publisher products so you can use your analytics insights to reach the right customers.
checklist icon Make your data work for you. The goal of my recent post on the Yahoo! Web Analytics blog was to pull us up 10, feet to do something we do less than 1% of the time in the web analytics world – . A Multi-Domain Site is a group of domains that the web site owner wants the analytics software to treat as if it were a single site.
Why would you do this?
Description of web analytics Practice of measuring, collecting, analyzing and reporting on internet data for the purpose of understanding how a website is used by its audience and how to optimize its usage. In the context of Web Analytics: What are generally accepted methods that enable web analytics practitioners to communicate with decision makers? Answers must include: Definition of terminology, Importance of the concept or process, and the Process of how . 10 Keys to Success with Web Analytics By Brice Dunwoodie | Nov 4, CHANNEL: But traffic data has a context and that context is the previously defined web business goals. So for such.
Many media companies (for example) make heavy use of multiple domains.