Marketing, SIBM Bangalore

Digital Marketing
Web Analytical Tools
Assignment 1

Siddhartha
Srinivas
Srinivasa
Varadhan
Sahati Ch
Ayush Jain
Ankit Agarawal
Aparna vinod nair

Contents
Clickstream Analysis.............................................................................................. 2
Google Analytics................................................................................................. 2
Competitive Intelligence Tools...............................................................................5
Google Website Optimizer.................................................................................. 5
Voice of Customer Tools......................................................................................... 7
ClickTale.............................................................................................................. 7
Social Analytics...................................................................................................... 9
HootSuite............................................................................................................ 9

Clickstream Analysis
Clickstream analysis (sometimes called clickstream analytics) is the process of
collecting, analyzing, and reporting aggregate data about pages visitors - which
are the result of the succession of mouse clicks each visitor makes (that is, the
clickstream). There are two levels of clickstream analysis, traffic analysis and ecommerce analysis.
Traffic Analysis
In this analysis the focus is made on the number of pages server to the user, the
time taken to load the page for a user, how does the user navigate from a page
(usage of back , forward & stop buttons in the browser), time the user stays on a
page , lading pages, user source (user came from Google, blog or any other
sources).
Ecommerce Analysis
In this analysis the focus is made on what kind of pages the user visited before
coming to a certain product page, the type of products the user is searching,
previous purchases, previous searchers and the items in the shopping cart.
Most of the business / web admin relay on pre programmed applications to help
interpret the data that is gathered by the websites. There are other open source
applications (Ex. StatViz) that help in gathering the data by the admin (these
applications have to be manually installed in to the web servers) but many these
doesnt provide high level data interpretation help or generate reports.
In click stream analysis the tools majorly used

Google Analytics
Yahoo web Analytics
Crazy egg

Google Analytics
Google analytics is a free web analytics tool which tracks user behaviour on a
website / blog. Google analytics uses a combination of first party cookies and
java scripts to track user visits. Java script tracking has to be enabled for tracking
purposes.
Benefits of Google Analytics
Optimizing campaign efficiencies
Understanding a websites strengths and weaknesses
Understanding websites poor performing products as well as best sellers
Segmenting customers into different categories

Obtaining benchmarks that allow you to evaluate your websites

performance from a market perspective
Google provides both general traffic analysis and E-commerce tracking.

Cross Channel Insight:

Multi channel funnels in Google analytics will provide insights about the channels
influence on a visitor.
Multi-Channel Funnels are a new set of reports that allow:

See the marketing activities as combinations of channels rather than

isolated tactics.
Optimize website after seeing the paths that customers took to conversion
and the number of interactions they had before purchase.
Refine your marketing tactics according to insights about how various
channels work together.

Mobile Analytics:
Measure mobile websites, mobile apps and visits from web-enabled mobile
devices, including both high-end and basic phones. Measure ads that lead people
to use app and find out whether they prefer ads on their desktop or mobile.
Which help setup to create targeted and efficient marketing campaigns that
reach your visitors wherever they are.

Where Google Analytics fails

The analytics data is not available in real-time, you have to wait until
midnight passes the next day to see yesterdays data
The data is not yours its Googles.
Google Analytics works by including a JavaScript snippet in the pages, but
search engine spiders (crawlers) dont execute JavaScript when they
load your sites pages, so their visits arent logged by Google Analytics. So
when spiders from GoogleBot, Inktomi (Yahoo), Bing, Ask and Baidu crawl
the site, zero info is recorded about it and inferred from looking at your GA
reports.

Competitive Intelligence Tools

To improve website conversion rates, lower the bounce rates, and overall
increase sales of the website instead of simply watching the daily sales reports
we use competitive intelligence tools
Some of competitive intelligence tools are

Compete
Google Website Optimizer
Optimizely

Google Website Optimizer

Google Website optimizer is a free website optimized tool that helped online
marketers and webmasters increase visitor conversion rates and overall visitor
satisfaction by continually testing different combinations of website content.
Google Website Optimizer could test any element that existed as HTML code on a
page including calls to action, fonts, headlines, point of action assurances,
product copy, product images, product reviews, and forms. It could be used at
multiple stages in the conversion funnel.

Website Optimizer has been integrated with Google Analytics as Content

Experiments.
Advantages:
There are huge advantages to this method of testing over other sites that
test your pages with people who may or may not fall into your target
market. With Google Website Optimizer, you know that the people who are
participating in these tests are your target market

Test setup in Content Experiments is much easier than test setup in GWO.
Because Content Experiments uses your already-installed Google Analytics
code to run the test, it cuts down on the amount of extra javascript you
have to add to your site for a test. With Content Experiments, you only
have to add a control script to your site rather than multiple GWO scripts
plus Google Analytics scripts.
Content Experiments allows users to use Google Analytics goals as test
conversions. This means you can easily use an event goal, such as add to
cart or a URL as your test conversion.
Some Google Analytics tracking functions can be applied to tests.
Currently, the best way to integrate Google Analytics and a GWO test is
implementing Custom Variable Tracking in Google Analytics. This works
beautifully and gives you more robust data relating to your GWO test,
including eCommerce data. The good news is that while in the current
version, Content Experiments does apply eCommerce data to
experiments, it does allow you to apply custom segments and pagerelated metrics.
Testing length has been changed to provide more robust statistical
calculations. Tests will run a minimum of 2 weeks in order to collect more
data and provide better statistical confidence in a winner. Tests will
automatically end after 3 months of testing to prevent a test from running
if a statistical winner is unlikely.

Disadvantages:

For eCommerce sites, the major disadvantage is the lack of multivariate

testing. Currently, Content Experiments only allows users to implement
A/B testing. With the final day of GWO already set. While A/B testing is
extremely useful, it is not the test of choice in all situations.

Voice of Customer Tools

Voice of the customer (VOC) is a term used in business and Information
Technology to describe the in-depth process of capturing a customer's
expectations, preferences and aversions. Specifically, the Voice of the Customer
is a market research technique that produces a detailed set of customer wants
and needs, organized into a hierarchical structure, and then prioritized in terms
of relative importance and satisfaction with current alternatives.
Voice of the Customer studies typically consist of both qualitative and
quantitative research steps. They are generally conducted at the start of any
new product, process, or service design initiative in order to better understand
the customers wants and needs, and as the key input for new product definition,
Quality Function Deployment (QFD), and the setting of detailed design
specifications.
There are many possible ways to gather the information focus groups,
individual interviews, contextual inquiry, ethnographic techniques, etc. But all
involve a series of structured in-depth interviews, which focus on the customers
experiences with current products or alternatives within the category under
consideration. Needs statements are then extracted, organized into a more
usable hierarchy, and then prioritized by the customers.
Some of the Voice of Customer initiatives are :

A detailed understanding of the customers requirements

A common language for the team going forward
Key input for the setting of appropriate design specifications for the new
product or service
A highly useful springboard for product innovation.

ClickTale
ClickTale is the industry leader in Customer Experience Analytics (CEA), providing
businesses with revolutionary insights into their customers online behaviour.
Over 70,000 businesses rely on ClickTale to optimize website performance,
improve usability and dramatically increase conversion rates. ClickTale tracks
every mouse move, click and scroll, creating playable videos of customers entire
browsing sessions as well as powerful visual heatmaps and behavioural reports
that perfectly complement traditional web analytics. As a fully hosted
subscription service, ClickTale is cost-effective and quick to set up.

Advantages
Natural environment : Tests take place in the visitors own home or office,
providing
accurate
usability
results
with
a
wide
array
of
browsers/operating systems/screen sizes etc
No Observer Effect : Visitors navigate your website naturally, completely
unaware they are being tested.
Global participation : Test visitors from all over the world. As long as there
is traffic coming to your site, you can be continually testing, any time you
want.
Low Cost : Mouse tracking analytics is a fraction of the cost of eye
tracking, requiring no specialist equipment or skills. Free solutions are also
available in the market.
Disadvantages
No pre-define tests : You cannot specify what you would like to test. You
have to rely on the visitors own objectives.
No research control : You cannot change or control the environment in
which the tests take place.
No visitor feedback : You cannot directly ask your visitors questions about
their experiences, and cannot know exactly what they are thinking.

Social Analytics
HootSuite
HootSuite enables you to manage your Facebook, Twitter, LinkedIn, Google+ and
Foursquare accounts, all from one location. HootSuite eliminates the time
consuming dance of toggling between multiple tabs and windows. But the
benefits of using HootSuite dont stop at the browser shuffle.

Advantages

Manage multiple twitter profiles

Integrates with Ping.FM which broadcasts your tweet to 40+ social
networks.
Does not default to one profile when you tweet (can be a con too)
Allows you to schedule tweets to post at later dates times. This allows you
to set tweets that post in the future / set it and forget it. Each scheduled
tweet must be set manually though.
Has Only URL shrink inside app and provides Tweet analytics like click
tracking right from within application. Tweetdeck does not have its own
URL compression and cant show Bit.ly stats from within application.
Has columns + tabs to sort twitter account columns and lists. This allows
you to put accounts all on one tab or separate tab and is very flexible.
Moving columns around is drag and drop, simple and easy.
Web based application means you can sign in from anywhere and see
same setup.
Ability to designate other email accounts to manage your social media
profiles. This allows for companies to have multiple people use service
and manage the same social media profiles. Tweetdeck has nothing like
this.

Disadvantages
Cant clear columns so you dont have to see tweets you have already
read and seen.

Cant do searches as easily as Tweetdeck which instantly builds column on

new search.
Posting tweets slower that Tweetdeck because you have to click a profile
and preshrink your URL instead of autoshrink and default profile selection
of Tweetdeck.
So many options, tabs and settings it can be cumbersome to some casual
twitter users (note this is a plus too)
Doesnt auto sync avatar profile picture changes, you have to resync
manually when you change your profile pic.
Doesnt support the newer official Twitter retweet, only the old style that
prepends tweets with RT @user.
Cant select reply to multiple people and build a tweet that includes all
people you click reply to. Like reply @user1 @user2. Tweetdeck if you hit
reply on an tweet it will keep adding other users when you click reply for
more than one user.
Doesnt show the difference between a retweet that was sent new Twitter
style, you cant tell which were retweets done by newer retweet or if they
were even retweets.
Doesnt show number of twitter followers inside each tweet next to avatar
pic. I like that Tweetdeck has option to show how many followers a user
has in every tweet.

Bibliography
Analytics, G. (n.d.). Google Analytics. Retrieved from
http://www.google.co.in/analytics/features/mobile.html
Atre, S. (2012, June 5). Full Traffic. Retrieved from Full Traffic:
http://www.fulltraffic.net/blog/84842/5-top-benefits-of-using-google-analytics-foryour-business/
Hootsuite. (2013). Hoot Suite. Retrieved from Hootsuite: www.hootsuite.com
Perosi, M. (2011, September 1). jewelery Website Advisory Group. Retrieved from
jwag: http://www.jwag.biz/newsletters/2011/09/01/google-website-optimizer-inplain-english.html