OPERATIONEL ANALYSE AF WEBADFÆRD OAW – LEKTIONSGANG 2.

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1 OPERATIONEL ANALYSE AF WEBADFÆRD OAW – LEKTIONSGANG 2

2 OPERATIONEL ANALYSE AF WEBADFÆRD PRACTICALITIES Mailinglist Photos Exercise teams for the afternoon session

3 OPERATIONEL ANALYSE AF WEBADFÆRD E-METRICS Traditional measurement – hits, page views, visits og user sessions –Different software, different numbers –FDIM-definitions in Denmark The NetGenesis report –Not a fixed science, but a great guide-line for practial work in a company and on a website

4 OPERATIONEL ANALYSE AF WEBADFÆRD GENERAL TERMS USERS VISITS PAGE VIEWS HITS A customer (person) uses your Web site. He or she becomes a unique user. Each time this user explores your site, you receive a visit from that user. Thus, a user may have many unique visits to your site over time. Each visit by a user is composed of a series of pages that he or she reviews. Thus each visit is composed of a time-ordered series of page views, otherwise known as a clickstream or click path. Note that - more frequently than many sites would like to admit - a visit can involve only a single page view. Each page on your site contains many constituent objects such as body text, images, and video files. Each of these results in a hit to your Web site, so each page view comprises many hits.

5 OPERATIONEL ANALYSE AF WEBADFÆRD DEFINITIONER FRA FDIM.dk USERS VISITS PAGE VIEWS HITS Besøg (User sessions). Et Besøg er defineret som en eller flere sidevisninger. Hvis brugeren er inaktiv i mere end 30 minutter afsluttes besøget. Når brugeren igen bliver aktiv på websitet, tælles dette som et nyt besøg. En Unik Besøgende kan have flere Besøg på samme website. Sidevisninger (Page Impressions): En sidevisning tælles når alle en sides enkelte dele er blevet vist. Dette tal blev også opgjort tidligere, men er nu ensartet målt uanset forskelle i tekniske sidekonstruktioner og tallet opgøres mere nøjagtigt. Besøgende (Unique Visitors): Besøgende er antallet af unikke enheder som genererer de besøg som nævnes ovenfor. Een unik besøgende er identisk med een unik brugerprofil, dvs. en unik sammensætning af hardware, software og systemkonfiguration. Én unik besøgende er altså ikke nødvendigvis lig én person.

6 OPERATIONEL ANALYSE AF WEBADFÆRD MIDTVEJSQUIZ :-) 7 statements –En person kan generere mere end ét besøg (user session) –Et hit svarer til ca 10 linier i webserver-logfilen –På de fleste websites genererer hver besøgende (unique visitor) i gennemsnit 3 sidevisninger –Jubii.dk har over 100.000 sidevisninger i timen –Én fysisk person kan godt være 5 unikke besøgende –Der vil altid være flere user sessions end users –Antallet af Page views kan give en indikation af hvor mange bannere et givent website har fremvist

7 OPERATIONEL ANALYSE AF WEBADFÆRD NETGENESIS SURVEY PARTICIPANTS

8 OPERATIONEL ANALYSE AF WEBADFÆRD AIDA-MODELLEN ATTENTIONINTERESTDESIREACTION Standard-opfattelse af en kunde-proces ved køb, oprettelse, registrering eller lignende

9 OPERATIONEL ANALYSE AF WEBADFÆRD THE CUSTOMER LIFE CYCLE REACH ACQUISITION CONVERSION RETENTION ABANDONMENT ATTRITION CHURN REACTIVATION LOYALTY Taken from E-Metrics, NetGenesis Corp.

10 OPERATIONEL ANALYSE AF WEBADFÆRD REACH Percentage of total potential market –500.000 unique visitors (potential buyers) in a market of 5 million potential customers gives a reach of 10% Total site reach –An ad is shown to 20% of the users of a portal website –Exposure/clickthru

11 OPERATIONEL ANALYSE AF WEBADFÆRD REACH 2. kvartal 2000 + 3. kvartal 2000 4. kvartal 2000 + 1. kvartal 2001 2. kvartal 2001 + 3. kvartal 2001 LANDSDÆKKENDE HVERDAGSAVISER I DANMARK B.T.548.000504.000527.000 Berlingske Tidende514.000495.000481.000 Dagbladet Børsen222.000220.000227.000 Ekstra Bladet518.000491.000477.000 ErhvervsBladet191.000192.000174.000 Information109.000101.00095.000 Jyllands-Posten741.000762.000720.000 Kristeligt Dagblad64.00074.00077.000 Licitationen24.00028.00020.000 Politiken541.000536.000532.000 Gefion767.000763.000756.000 Metropol1.372.0001.315.0001.282.000 De nye læsertal fra Index Danmark/Gallup 2. kvartal 2001 + 3. kvartal 2001

12 OPERATIONEL ANALYSE AF WEBADFÆRD REACH Seertal uge 06 (4. - 10. feb 2002). Gallup TV-Meter.

13 OPERATIONEL ANALYSE AF WEBADFÆRD REACH FDIM indexet, uge 06. Foreningen af danske internetmedier – fdim.dk.

14 OPERATIONEL ANALYSE AF WEBADFÆRD ACQUISITION An overt action –Sign up for more information –Taking a survey –Filling out a form in order to download data Bring prospects onto your site Acquisition rate …

15 OPERATIONEL ANALYSE AF WEBADFÆRD ACQUISITION RATE

16 OPERATIONEL ANALYSE AF WEBADFÆRD CONVERSION Traditionally: a sale –The prospect has been converted into a customer Online: a myriad of meanings –Depending on different goals for different websites –One site: after signing up, Another site: after making a purchase –Tower records: search with related items doubled the conv. Rate Conversion rate …

17 OPERATIONEL ANALYSE AF WEBADFÆRD CONVERSION RATE

18 OPERATIONEL ANALYSE AF WEBADFÆRD RETENTION The easiest customer to get is the one you already have A customer buying a new product after two weeks is being retained – but what if it is after 8 months. Depending on products retention is measured in different timeframes. Retention rate …

19 OPERATIONEL ANALYSE AF WEBADFÆRD LOYALTY Repeat visitors –dictionary.com: The act of binding yourself – intellectually or emotionally – to a course of action. Strong brand -> strong loyalty –Users are willing to promote your site to friends and family –Users are willing to try new things and read your messages –Users know their way around your website –Different value for a portal than for an eCommerce site Loyalty rate …

20 OPERATIONEL ANALYSE AF WEBADFÆRD ABANDONMENT Relatively unknown in the offline world Any multi-step process may suffer abandonment At an eCommerce site –The ratio of abandoned carts to completed purchases per day –The number of items per abandoned cart vs purchased carts –The profile of items abandoned versus purchased –The profile of a shopper versus a buyer Abandonment rate …

21 OPERATIONEL ANALYSE AF WEBADFÆRD ABANDONMENT RATE

22 OPERATIONEL ANALYSE AF WEBADFÆRD ATTRITION Percentage of existing converted customers who have ceased buying from you and have gone elsewhere during a specific period of time Example: unsubscription to email services Attrition rate …

23 OPERATIONEL ANALYSE AF WEBADFÆRD CHURN Closely related to attrition The number of customers who attrite during the given time periode divided by the total number of customers at the end of the period. Churn rate …

24 OPERATIONEL ANALYSE AF WEBADFÆRD BEST CUSTOMER METRICS Recency –Strong indicator of future behavior. The Amazon example. Frequency Monetary value Duration –Short can be good (users find what they are looking for) –Long can be good (users spend time browsing your site) Yield –ROI

25 OPERATIONEL ANALYSE AF WEBADFÆRD PROMOTION CALCULATIONS Acquisition cost –Advertising cost divided by number of click-thrus. Conversion cost –Advertising cost divided by number of sales Net Yield –Total promotion cost divided by total promotion result Connect rate –Promotional Page Views divided by promotion Click-Thrus

26 OPERATIONEL ANALYSE AF WEBADFÆRD THE CUSTOMER LIFE CYCLE FUNNEL

27 OPERATIONEL ANALYSE AF WEBADFÆRD CONCLUSIONS The move to a customer-centered economy is well underway The value of knowing customers as discrete individuals is tremendous The opportunity to analyse more than just customer information is ripe for exploitation Even the cutting edge e-bussinesses are not there yet E-Metrics are critical to long-term success