DAM

Average duration of visit (i.e., time between first and last page visit)

Average number of pages viewed by a visitor in a particular viewing session

Path analysis required to look at what pages were visited before and after a certain page (you can also detect use of search feature)

Series of web pages that define a visitor or task. It includes the steps that a user performs to complete the task, during a website visit or other user experience process

No readily available metric

• Examine keywords and how long users stayed on website
• Surveys

• DM analytics can be used to build personas (however, building personas based on solid database (often includes consumer surveys and interviews) should be preferred)
• For example, motivation / goal can serve as basis for each persona. Then, people who share the same goal can be compared and analyzed (e.g., does this segment have a particular navigation behavior?)

• Tools that include everything from ensuring that the user is having a pleasant experience to optimizing conversion
• Displays real user journeys, purchase funnels, and behaviors
• Offer a great deal of insight on behaviors
• Opportunity to test different theories and optimize
• Example: heatmap of user behavior
• Partners: Optimizely, Usabilaa, Verify, Appsee

• Used content: Visit per page
• Content groups: Logical combination of page that cover a similar topic
• Entry and exit page: Entry page (creates first impression) and exit page (visit ended there) are examined in more detail
• Page attractivity: Time one page, bounce rate, page stickiness
• Downtime and errors: Loading time (>30 seconds = downtime), availability, error

• Awareness 
• Interest
• Consideration
• Purchase
• Loyalty

• Page views, visits, unique visitor, bounce rate, session duration
• New vs. returning visitors
• Language and location: helpful for geographical purposes
• Demographics: data on the user’s high-level info such as age
• Device type, make and model
• Browser, resolution and operating system
• Keyword analysis: a review of the keywords used to reach your site
• Traffic source: which pages people came from
• Goal conversion: percentage of times that a business-defined goal is met
• E-commerce tracking: data on user behavior in your online shop
• Funnel conversion: percentage of shoppers who make it from the start to the end of your purchase journey
• Typical partners: google, adobe, Webtrends, IBM

to be able to interpret results, reference point are necessary

onliny when you understand why somethin happened, you can otptimize accordingly

state of visitors and online presence

if one, indicator is alarming, further examiation is needed as to why

• structured experiments
• Clickstream analysis and visitor segmentation
• Market research using the internet and digital media

• AB testing
• Multivariate testing

• Path analysis
• On-site search effectiveness (e.g. number of searches, average number of searches per visitor or searcher, percentage of searches returning zero results, most popular search terms)
• Visitor segmentation (e.g. first-time visitor or returning visitor, visitors from different referrer types)

• Online feedback tools (e.g. website facebook tools, site-user intent-satisfaction surveys, crowdsourcing product-opinion software)
• Focus groups
• Mystery shoppers

improving the commercial return from a transactional site through increasing conversion to key goals such as sales, quotes or bookings or leads.

• Combines customer and competitior research with evaluation of customer behavior
• Conversion models are often used to visualize how many potential site visitors are converted into actual visitors and the leads, customers, and repeat customers

• AB testing
• Multivariate testing
• User experience test (if web analytics data is insufficient)

• First interaction model
• Last interaction model
• Last Non-Direct Click
• Linear model
• Time-decay
• Position-based (or U-shaped) model
• Custom-based model

 the credit is given to the interaction that a customer has first seen -> useful for a strategy that has primary objective of awareness

All the credit goes to the last interaction a customer had before conversion

->Useful for short buying cycles (often most accurate)

All the credit goes to the interaction that occurs right before the conversion that is not a direct interaction

->can be more insightful than last interaction

Places equal credit for all of the channels

->Useful if strategy is to maintain contact with potential customers and keep product fresh in consumers’ minds

Places credit to all channels but interactions that occur closer to the time of purchase have more value attributed to them

->helpful when relationship-building is key factor (for longer sales cycles)

places credit to all channels but first and last interactions have more value attributed to them than the ones in the middle

->important for business with multiple touchpoints prior to conversion

Custom amount of weight is attributed to whatever interaction you think is most important

->for business with long buying cycles and plenty of data

• Should facilitate the extraction of insights from data and enable the sharing of results
• Content of a useful report
  • Objectives
  • Focus on most critical information
  • Use graphics (e.g., bar charts)
  • Performance report for all audiences

• Ad hoc report: reporting is a business intelligence process in which dynamic, real-tie data reports are created by the user on an as-needed basis.
• Alert: (or Automated report scheduling): automated report generated by a platform of application when a certain event is triggered
• Dashboard: continuously updated report with simple, interactive interface
• In-tool report: generated natively-within a marketing technology application
• Scheduled report: recurring report created on regular basis (e.g. weekly, monthly, quarterly)

• A search engine is an online tool that searches for results in its database based on the search query (keyword) submitted by the internet users
• To attract users, search engines must satisfy the needs of its users
• To satisfy their needs, search engine must respond to users’ searches with results that address the problem for which the search is seeking an answer.

• Google
• Yahoo
• Bing
• Baidu
• Yandex RU

• Ads/ Paid Search Engine Marketing
• Organic Search Engine Listings

• Crawling
• Indexing
• Ranking or Scoring
• Query request and results serving