Let’s talk about Web Analytics: interview with Ricardo Tayar

Web analytics consists of the collection, interpretation and analysis of data obtained through different tools or web applications referring to Senegal Phone Number List  or the internet market itself.The objective of web analytics is to interpret the data obtained to identify trends, strengths or weaknesses either in the measured websites, or in the internet market, and to use this information to understand the behavior of visitors to our websites or the internet and to elaborate actions aimed at exploiting this information according to our objectives.What role does web analytics play (and what should it play) within the organization? What should we do to introduce web analytics in our companies?In my case , web analytics is fundamental in the day-to-day of the company, since the sector of our activity, training, has a massive presence on the internet, and that is the place where we make ourselves known and from where they arrive many of our customers, so identifying margins improved our websites and identify trends within our industry is something fundamental.En regards the role it should play, web analytics should be considered not only by the departments most directly involved in it, but also by those to whom it contributes significant value, such as communication, hr, external relations, internationalization or strategy departments.Web analytics provides us with an instrument to measure our company and its behavior in the largest market that exists, the Internet, and therefore its value should transcend almost all spheres of the company, although that is something that is a matter of time.To introduce web analytics in the company, what we must do is be able to transmit and understand the great value it can bring, and this work must be done day by day.What should happen for web analytics to finish settling in Spain? Where do we come from and where are we going?

For web analytics to be fully established in Spain, the first thing that must happen is that the professional profiles that are dedicated to it do so exclusively, becoming 100% web analysts, since most of us combine web analytics with other functions. That would allow a greater settlement and stability and professional prestige of these profiles. We have come from learning to use web analytics and we are going towards the professionalization of those profiles. We are moving from measuring visits to measuring objectives that are KPIs in any BSC, but we must also understand the value that web analytics can bring to the company.What tools does a web analyst have to do their job? What profile should this analyst have? The tools that an analyst can use are many and vary over time, because every day there are new tools or applications that allow obtaining data from the Internet. There are hundreds and each analyst works with their favorites: Analytics, Piwik, Google Insights, Google Trends, RobotReplay, ClickTracks, Google Webmaster Tools, Twitter, NuConomy, Reports from institutions such as ONTSI, search engine suggest tools, Google Optimizer, Omniture, Atlas, NetElixir, Xiti, and we must not forget search engines as data sources or social networks.The profile of a web analyst It must be that of someone capable of collecting information on the same topic on the internet from different sources, synthesizing it, interpreting it and giving it meaning within the company in which they work or for the client and offer a series of conclusions, and finally make a series of recommendations aimed at improvement with defined parameters to measure the success of these recommendations.What are the basic phases that should be followed to launch a campaign? (from when you intend to do it, until the first results report is delivered).Identify the sector we are targeting,Analyze the competitionIdentify our strengths and where we are going to emphasize to transfer the value of our product,
Define our objectives in an escalated way,Define the indicators that will measure our objectives,Identify how we are going to measure these indicators,


The million dollar question has always been, what KPI should I take into account? The answer is always the same: “it depends on your goals.” Could you recommend a series of KPIs based on the most common objectives of the campaigns?Capture of potential clients (for the market of leads or coupons, and within this KPI they can be distinguished by the source traffic, be it SEO, SEM, or social networks);Conversion to sales or number of sales (for the direct sales market );Payment methods (for electronic commerce, depending on our sector and the payment methods we offer, our users will prefer one or the other, to what extent?),Newsletter subscriptions,Click on «Buy» or «Start purchase». We are not only interested in measuring the final sale, but also the sale intention. If I can identify that my users click “Buy” 50 times but only buy 5, we have something to work on, but I should know.Access to a demo of a product or request for a product test,SEO or SEM terms that lead to goal… and so we could go on and on.Many times even having clear the objectives of the campaign, the KPIs that we should control, etc. we have no way of obtaining the data, what should we do?If we cannot obtain data, the KPI is either subjective – customer satisfaction, for example – or it is not well thought out. If this data cannot be obtained and we do not want to give up the KPI, we will have to develop our own tools or methods to obtain them. In the case of subjective KPIs, propose actions with our clients and measure them, use existing application APIs, use our own cookies or self-developed measurement systems, etc.Regardless of the type of campaign we are analyzing, what KPIs should you always keep in mind? In my opinion:Traffic sources (identify where our traffic comes from to see if offline and online campaigns and actions fulfill their function),Bounce percentage (if we want our visitors to do something when they reach our landing, their bounce should be the lower the better), andConversion to main objective: sales, leads, downloads, etc.What characteristics does a good report have to have?Regardless of the report, anyone should be able to narrow down to a single page overview of the most relevant information from the report, which is then broken down into the report itself. If the report is very long, it must cite sources, measurement period, how the data was obtained, and of course, clear language typical of the type of report, indicating observed data, interpretation of these, and recommendations and conclusions. All of them divided into sections according to the subject to be discussed.
Landing pages: what characteristics should it meet? When is it advisable to do testing? Could you give us some examples (links or screenshots) of good and bad landings.

The main characteristics of a good landing are: clarity, persuasion and ease of use. The user must find what they are looking for in our landing in the shortest possible time and all the relevant information must be at a glance. It is advisable to do testing, either A / B, or multivariate when our indicators tell us that we do not achieve the desired objectives or when, based on the observed data, we understand that we must try alternatives to know our room for improvement. Even so, testing should be something periodic, always looking for improvements in different aspects of the landing.As examples of Landing I have done the search “buy cheap laptop” and I like the Landing of PC Citybecause it just offers me that, a list of laptops ordered by price, the first being the cheapest, very easy to understand and use. The least elaborate Landing is Toshiba’s , which takes me to a corporate page where neither the price of the computer nor any option to buy it appears.Imagine that I want to dedicate myself to De Phone Number analytics, where should I start? And above all, what am I going to find? (good and bad things that you will find throughout your career and a series of tips ).
I think that right now the best way to start in web analytics is coming from other web functions or positions related to the internet, since to interpret web analytics data with better or worse success it is essential to understand the medium, which has its own rules and a very particular way of working, either you understand that in the first place or you have nothing to do as a web analyst. That first.What you are going to findIt will vary depending on the company you land in or if you are an independent consultant. If the company’s business has a lot to do with the internet, as is my case, the role of the web analyst is probably valued and their opinions are taken into account and even debated, because there will be other profiles that will also understand how the internet works. If, on the other hand, you are in a more “traditional” company in which the internet seems not to be very relevant, things get complicated and we will have to start at the beginning, creating internet culture, teaching practical examples of what web analytics can do by the company, etc.What is your relationship with web analytics? If you are an analyst, how did you get there?Web analytics and I have had a more or less serious relationship since 2006 or so. Before that date, I used the typical web analytics data: visits, time of permanence, which pages were the most visited, etc., but from 2006 I began to work seriously on analyzing that data and interpreting it, which for me is the crucial part of web analytics, interpreting and understanding the whys of the actions of visitors to our websites, as well as incorporating other factors into the analysis such as market seasonality or buzz on certain topics. conversion tunnels, usability, clickability, multivariate and A / B tests and other techniques, which allow the extraction of very valuable information if it knows how to interpret it properly.
Resources on web analytics:

Blogs . For me the best blogs in Spanish are those of Gemma Muñoz , Elena Enríquez and the blog of Tricks of Google Analytics . In addition, in English, we have Avinash Kaushik , analytics evangelist at Google, and other resources not directly related to analytics but closely related, such as the Torres Burriel usability blog , or the Multiplica blog , but there are many many more.
Twitteros . I would recommend the same authors of the blogs that I have cited, who also usually refer to very good articles on Twitter: .Books . “Landing page optimization”, “Don’t make me think”, “Blink: The power of thinking without thinking”, “Advanced web metrics with Google Analytics “, ” Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity”, etc. And of those that I quote, I have not read everything at the moment.Interesting documents (PDFs, etc.) . I think that the aforementioned is more than enough to start. But by simply searching for “web analytics” or “web analysis” in slideshare.net we will access a good collection of interesting presentations (some of them).Others.Ricardo TayarRicardo Tayar currently works at Master Distancia, SA , where he deals with electronic commerce projects for this group of companies. He began to work professionally in Internet-related positions in 2000 in a small ISP to later develop his professional career in various advertising and communication agencies, always in Internet-related positions (webmaster, designer, consultant, etc.), until he He started working at Master Distancia in 2006.Despite having a pure and simple letter training, all his work is related to the network and having worked in different functions allows him to have a very broad perspective of the Internet and its use at the business level and in companies. Web analytics is part of your daily work, such as web project management or internet strategy.

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