Tagged: kpis 


Peder 5:11 pm on Nov 29, 2013 Permalink | Reply
Tags: , , , kpis, visualize data   

“Just find me something interesting about our data” is a request we often get. At which time, a smart data analyst should cringe. Collected data needs to be mined and evaluated before it will offer any value. And questions need to be properly framed to extract the right answers.

Big data

Data is being collected in multiple formats and more comprehensively than ever before. Information is gathered on customer interactions, corporate logistics, company performance, and internal and external communications. For some, “making sense of it all” and knowing how to extract value from multitudes of data can be intimidating. But Big Data should not be feared; it should be celebrated! Although there may be an overwhelming amount of information that can be difficult to analyze, if everything has been accurately collected, the answers are there to be found. Data offers the opportunity for enormous insight provided you know what to look for and how to present it. (More…)


Bobby 4:02 pm on Feb 29, 2012 Permalink | Reply
Tags: , , kpis   

Google Analytics has a feature which allows you to easily track the key performance indicators of your website. You’ll have problems setting up goals within Google Analytics if you don’t know what the key performance indicators are for your website. If you don’t have any idea what your KPIs are, then what exactly are you looking for when you read your google analytics reports? Have a wee look at our KPI analysis page for an idea of what a goal for your website might look like. Google Analytics goals help to measure the performance of your website.

This article is focusing on the URL Destination Goal Type.
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Nad Balata 7:05 am on May 27, 2011 Permalink | Reply
Tags: kpis, , seminar, Unilytics,   

Another week and another great seminar!  This time we were in our hometown, Toronto….thanks to our Toronto attendees for an enjoyable seminar filled with great questions and ideas!  The audience was quite diverse with folks from finance, travel, government, media, technology and a few others.  For those who couldn’t make it, you can access our slides with the link below.  Peder, Unilytics president, started the talk by professing our mantra for 2011 – web analytics is not about reporting but OPTIMIZATION!

Unilytics has been taking the message of optimization on the road to eMetrics in San Francisco and Toronto, Webtrends Engage, Unilytics’ seminar last week in Ottawa, and our seminar yesterday in Toronto… finally we are turning some heads!  The inspiration for our new mantra is the result of too many organizations who are merely collecting simple out-of-the-box reporting. These are the same organizations that invest a great deal of financial and internal resources on their analytics but make no business decisions, website design enhancements or marketing improvements based on their web analytics results. Paradoxically, they’ll quickly admit that online marketing is highly strategic and corporately paramount.

For those who think optimization is daunting, it really isn’t.  The first step is to build a set of Key Performance Indicators (KPI’s) that address your organization’s web and business goals and objectives.  The next step is to configure your analytics reports to leverage your KPIs and to train the consumers of said reports how to apply the knowledge derived to make effective business decisions.  This step – report interpretation – is the biggest gain in successful analytics. Ongoing web optimization will require continual monitoring of your reports to ensure you are meeting your KPIs.

You can find some of this info in our slides, or you can feel free to reach out to me and I’d be glad to have a conversation with you.

The link to our slide presentations is here: http://www.unilytics.com/slides/TorontoSeminar2011-Slides.pdf

Don’t forget to follow us on Twitter:  @unilytics


Web analytics should begin with a plan. Unfortunately, most don’t. And the plan should start by answering the most basic of questions; why do we have a web site?

All web sites can be categorized as having one of two objectives; either to make money or to save money. Sites which make money are not only those in which shopping carts are presented. Rather, any site involved in the promotion of products or services have as their underlying purpose to increase brand awareness and encourage purchases on or offline.

Sites which attempt to make money include:

  • lead generation
  • brand awareness
  • eCommerce
  • Social networking
  • Entertainment

Conversely, sites which attempt to save money are those which encourage self-service. It decreases corporate costs if web visitors can successfully download a document, register for assistance or fill in an online form rather than contacting a toll-free number and asking for the same to be done or mailed out.

Sites which attempt to save money include:

  • >Customer education
  • Self-service
  • Customer service
  • Informational
  • Intranet

Understanding the objective of your site allows you to construct and establish key performance indicators (KPI) you need to track. Studying raw web analytics reports is meaningless.

Measures, which illustrate visitor behaviour and traffic volumes, are not indicators of web site success. Reports showing page views, most popular pages and visitor traffic do not indicate whether a site is performing well or not. No organization, with the possible exception of media firms, should fundamentally care if page views and visitor numbers increase. To extract real meaning from increases in raw numbers like page views or visitors it must be put into some context. That’s where KPIs come in.


Peder 5:05 am on May 27, 2009 Permalink | Reply
Tags: , csfs, , , kpi, kpis, measures, objectives   

 

Measure KPIs, not web traffic reports

Web analytics delivers an overwhelming amount of information by way of reports. Much of it is fascinating but the excitement of those reports wanes over time because the information is not used to affect daily business functions. And why should it?! It’s usually not relevant to the business.

Identifying what values to look for and which reports to evaluate represents the biggest single issue for organizations in obtaining real value from web analytics and the daunting array of reports. The creation of reports is often not the problem; the challenge lies in interpreting those reports and extracting the minutiae that has true meaning.

But part of the problem is that web traffic reports don’t deliver much meaning as to how your site or business is doing. Much of the information can be used but it needs to be put in context and related to other data sets or over time.

Is having more visitors to your site a sign that the web site is performing well? It may or may not be. If your business goal is the increase web site traffic, then it is. But that would not typically be a goal for a site. Instead, goals should be part of your business objectives such as generating more product interest, sales or delivering better customer service. Yes, more visitors and pages viewed may be indicators that product interest is up, but perhaps your marketing campaigns are driving unqualified people to your site instead. How they convert and better still compared to last month is a much better indicator. Now include the cost of the campaigns and we get a sense of which one is best to the bottom line.

So, measuring key events over time may be more representative of site performance as it relates to your web site business goals and objectives. Since no web analytics reports directly inform if you are meeting your goals and objectives, you need to build on the values that are given to determine if you are succeeding or not.

KPIs (Key Performance Indicators) can help us do that. Let’s examine how they assist us but first we have to understand how they are arrived at and how they relate to business goals and objectives. There are five components to measuring goals and objectives, each building on the next. They are:

Measures

Raw numbers and data points.

Examples include:KPIs are driven by business Goals BUT… KPIs are constructed from Measures

  • page views
  • visitors
  • keywords
  • pdf downloads
  • Also, non-web numbers such as cost of campaign or PPC (Price Per Click).

Metrics

They are always combinations of Measures expressed as ratios, averages, rates, or percentages.

Examples include:

  • average pages viewed per visit
  • leads per referrer compared to last period
  • conversion ratio of visitors to leads
  • percent new visitors compared to last period
  • length of visit compared to last period
  • online service completions compared to call center support calls

Key Performance Indicator (KPI)

These are simply Metrics which are important enough that they inform us how the business is doing.

Critical Success Factors (CSF)

These are a limited number of key factors or activities that an individual, department, or organization should focus on to be successful. CSFs are specific conditions that measure, or facilitate, the meeting of business goals and objectives within set timeframes.

Examples include:

  • new product development within next 12 months
  • good distribution network in place by year-end
  • new advertising campaign launched within six months.

Goals and objectives

These represent the overall objective for an organization to be viable and are usually set by senior management.

Examples include:

  • increase sales
  • improve customer service
  • optimize organizational support costs.

Creating KPI’s

Identifying which KPIs to measure remains a common problem. By definition, they provide a window into how we are doing as an organization and if we are likely to meet our stated business goals and objectives. But since KPIs aren’t typically intuitively associated with goals and objectives, they are difficult to define.

Critical to the development of KPIs is to recognize that they are driven by business goals and objectives but are constructed from Measures.

KPIs are best determined by first identifying goals and objectives, which are then associated with Critical Success Factors which in turn determine relevant KPIs. However, since the calculation of a KPI is done by using Measures, we begin with them to construct the KPI. Let’s look at an example:

Goal: Increase sales

CSF: Increase leads by 25% within three months
KPI: Conversion ratio of visitors to leads, percentage increase in Contact Us form requests

Now that KPIs have been identified, we can look at the Measures that make up the chosen KPIs. Since the first KPI is a ratio of visitors to leads, we must first find those measures and do the appropriate calculation to obtain that ratio. Secondly, we need to obtain Contact Us form requests and calculate the increase over the past period.

Measures: visitors, leads, Contact Us requests

Conclusion

Web analytics reports are themselves not very useful for determining web site success. Understanding business goals and objectives and establishing KPIs to measure them provides tangible and concrete evidence if we are on the right track and if we need to make changes to the site to improve results.