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2016-02-16T01:07:43.000000Z
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Analytics Academy lesson
Notes
Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
One of the most important steps of digital analytics is determining what your ultimate business objectives or outcomes are and how you expect to measure those outcomes. In the online world, there are five common business objectives:
For ecommerce sites, an obvious objective is selling products or services.
For lead generation sites, the goal is to collect user information for sales teams to connect with potential leads.
For content publishers, the goal is to encourage engagement and frequent visitation.
For online informational or support sites, helping users find the information they need at the right time is of primary importance.
For branding, the main objective is to drive awareness, engagement and loyalty.
There are key actions on any website or mobile application that tie back to a business’ objectives. The actions can indicate an objective, like a purchase on an ecommerce site, has been fully met. These are “macro” conversions. Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer, like, in the ecommerce example, signing up to receive an email coupon or a new product notification. These are “micro” conversions. It’s important to measure both micro and macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site.
Analytics Academy lesson
Reading list
About the Segment Builder
Notes
Segmentation allows you to isolate and analyze subsets of your data. For example, you might segment your data by marketing channel so that you can see which channel is responsible for an increase in purchases. Drilling down to look at segments of your data helps you understand what caused a change to your aggregated data.
Examples:
You can segment your data by date and time, to compare how users who visit your site on certain days of the week or certain hours of the day behave differently.
You can segment your data by device to compare user performance on desktops, tablets and mobile phones.
You can segment by marketing channel to compare the difference in performance for various marketing activities.
You can segment by geography to determine which countries, regions or cities perform the best.
And you can segment by customer characteristics, like repeat customers vs. first-time customers, to help you understand what drives users to become loyal customers.
还可以加content
internal 和external
和同行业做benchmark比,和历史数据做benchmark比。
Analytics Academy lesson
Reading list
Overview of macro and micro conversions
Attribution modeling examples
Notes
A macro conversion occurs when someone completes an action that’s important to your business. For an ecommerce business, the most important macro conversion is usually a transaction. A micro conversion is also an important action, but it does not immediately contribute to your bottom line. It’s usually an indicator that a user is moving towards a macro conversion. It’s important to measure micro conversions because it helps you better understand where people are in on the journey to conversion.
Attribution is assigning credit for a conversion. In last-click attribution, all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue. However, there are other attribution models that can help you better understand the value of each of your channels. For example, rather than assign all of the value to the last channel, you might want to assign all of the value to the first channel, the one that started the user on the customer journey. This is called first-click attribution. Or, you might assign a little bit of value to each of the assisting channels in the customer journey.