I have moved to a new domain

Hello reader, if you are following this blog it might be visible that this blog became stagnant with very less updates. I have moved on to a new domain and a better blogging platform. You can visit it by clicking here. I am trying to update my old posts with the latest developments. Have a great time reading my new blog.

Friday, January 16, 2015

Understanding Digital Analytics / Web Analytics Process Cycle or Framework

Many times people ask me what is the framework you are using when I work on a project for Digital Analytics tool implementation. I often get frustrated by this question. Why do people give so much importance to the framework or process flow? This time I did not want to get frustrated and thought for a while why do people need a framework? Turned out it's very simple. People don't want to re invent the wheel. They just want to follow a procedure which has been working out well for large number of people for a long time. It sounded absolutely correct to me. I realized my mistake and started reviewing the work I have done and splitted a general Digital Analytics project into different buckets or stages which I think are very much essential. Of course this might be a standard framework you can google and get it.



So here is the process cycle I would prefer to have for any standard Digital Analytics engagement.

digital-analytics-framework-process-cycle

Step 1 (Business Requirements and Measurement Strategy)


For any Digital analytics consultant it is very important to understand the client's business and their requirements first. If the client is not well aware of the kind of metrics he want to see, you as a consultant can always analyze their business goals and come up with some Key Business Requirements which match up their goals. Once you have your Key Business Requirements in hand it's time to come up with Key Performance Indicators your business would be interested in. When I say Key Performance Indicators it can vary from business to business. What do you mean by Key Performance Indicators? The name itself tells you all, these are the Key Indicators which tells you about the performance of your business.

For example an e-commerce business would like to know about how many people have purchased a particular product rather than how many people have visited their home page. Of course they also want to know how many people have visited their home page but they would be more interested on sales. Similarly if you are a blogger you would be more interested to know about the engagement on your site. So depending on the type of business, the Key Performance Indicators would differ.

Once you are clear about your KPIs in short, the next task would be to convert these KPIs to more plausible Web Analytics tool variables. Why? A web analytics tool is just a platform which spits out the data you collect on your web channel in some predefined graphs or formats. Most of the web analytics tools comes with some cool out of the box reports which gives you a whole lot of information about the number of visits, page views, average time on site and stuff. But you will not know how many people have clicked a particular button etc.

Keeping that aside, once you have your KPIs, you need to come up with a set of variables related to your web analytics tool. If you are implementing Google Analytics you can select the needed Custom Dimensions, Metrics and Events to fulfill your KPIs. If you are using Adobe SiteCatalyst or Omniture you can use props or eVars or events to fulfil your KPIs. This step is popularly called as Solution Design. Most of the people prepare a document assigning variables for the requirements giving all the details. They call this document as Solution Design Document.

With this your First step in your process is completed.

Step 2 (Tagging and Measurement)


Once you have the Solution Design document in your hand, it's time to prepare a technical implementation document giving directions to your developer to implement whatever the design you have come up with. This is the traditional way of tagging. With the advent of Tag Management systems, you don't need a developer to do this. You can very well implement the solution design all by yourself.

In this step, again we have different sub steps namely the Implementation, Unit Testing of the code you have written, Tag Testing. This completes the implementation stage.

Once the tagging is complete, the data should start flowing into your Analytics reporting interface. At this point you can do the functional testing and see whether appropriate data is being collected or not. If at all there are any mistakes in any of the Testing process you need to modify your implementation code.

Step 3 (Reporting and Analysis)


Once everything is done you can enjoy the data that's coming up on your profile. You can build custom dashboards, custom reports and segments and do all the combinations you want to and enjoy the visualizations.

The amount of insights you generate from the data that's being collected is solely based up on your Analytical capabilities and your understanding on the business.


If you clearly observe the chart I have given above, it's a cycle. Why? Because let's say you have completed all the three stages described above and after seeing the data your team might come to a conclusion that this is not the way you wanted the data to look like. So you go back to your basics and modify your strategy there by modifying your tagging and finally the data that comes to your reports.

So, I hope the process is clear, if you have any questions or any suggestions please do comment below.

92 comments :

  1. very nice article!Thanks again this usefulness article. I've to learn much more information on this site.
    SEO Training in Chennai

    ReplyDelete
  2. A website has become an integral part of the business. It is considered as the most potent tool to promote business on the global level. Before the commencement of the internet technology, web designing

    ReplyDelete
  3. I'm glad to see the great detail here!. Ultraweb.ae

    ReplyDelete
  4. I work on a project for Digital Analytics tool implementation. I often get frustrated by this question.Web design

    ReplyDelete
  5. If you contact a leading provider of private label SEO reseller services then you will be offered ethical and organic SEO services. seodennis.com

    ReplyDelete
  6. Apart from just people using these engines to browse the internet, online advertisers also use Google, MSN and Yahoo to promote their products and services. Search engines

    ReplyDelete
  7. The information which you have provided is really nice and awesome. Provides some very useful insights of how things actually work.regards,digital marketing openings in hyderabad

    ReplyDelete
  8. It is in the way of individual or one might say that it is nature of a large portion of the human that they at their top overlook that they at some point may be comes towards declination so they need to extremely cautious for their choices.boca raton seo expert

    ReplyDelete
  9. Thanks for all the work you've done. I'll support you on this site

    ReplyDelete
  10. Some people know about the importance of the friends. I consider that life is incomplete without the friends and superior paper provides them affordable materials. I always care about my friends because they are so special for me. Life is so boring without the friends. So, love your friends.

    ReplyDelete
  11. This is even more difficult when you are doing it for the first time or when you are new to the profession all the same. Selecting a Reliable Web Hosting Provider

    ReplyDelete
  12. Useful these three steps for the digital web analytics to get notified. Thank you so much. best logo design company | online shopping in coimbatore

    ReplyDelete
  13. They just want to follow a procedure which has been working out well for large number of people for a long time.Web design in Beatrice NE

    ReplyDelete
  14. If you are looking for fitness then are you likely to go on a cycle route which is purely on road, in which case you may choose an all out racing road bike designed for lightness and speed with no facility for mudguards etc. bicycle reviews

    ReplyDelete
  15. They reflect who you are. They give off vibe. Your color scheme has a huge impact on giving an impression. Cleverus Consulting

    ReplyDelete
  16. Much obliged for your understanding for your phenomenal posting. I'm happy I have set aside an ideal opportunity to see this. minneapolis web design

    ReplyDelete
  17. If you’re looking for excellent Workers.We are here to provide Internet Marketing services and help people. We offer NICHE Relevant Manual Blog Comment Service , We can rank you for any keyword on Google I will be very happy to offer my service to you. Please feel free to message me and talk about any queries

    ReplyDelete
  18. earch engines like seeing new content each time they crawl a website, and visitors to your site will want to return often when you build SEO by keeping them supplied with new information on a topic of interest to them. how to build a blog

    ReplyDelete
  19. Perusing something so excellent has a mending power for the spirit.
    e-commerce website

    ReplyDelete
  20. We are truly appreciative for your blog entry. You will discover a great deal of methodologies subsequent to going to your post. Awesome work.
    webdesign

    ReplyDelete
  21. Nice blog and absolutely outstanding. You can do something much better but i still say this perfect.Keep trying for the best. Website Designing in Lucknow

    ReplyDelete
  22. From your website itself to your online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there's a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. seo brisbane

    ReplyDelete
  23. That’s really good research you have done. Thanks for the great information.
    Digital Marketing Training

    ReplyDelete
  24. informative post! I really like and appreciate your work, thank you for sharing such a useful facts and information about capability procedure hr strategies, keep updating the blog, hear i prefer some more information about jobs for your career hr jobs in hyderabad .

    ReplyDelete
  25. Informative post! I really like and appreciate your work, thank you for sharing such a useful facts and information about Web Analytics, hear i prefer some more information about digital marketing training institute in hyderabad

    ReplyDelete
  26. Web sites that are truly custom built will stand out more the rest of the basic template web designs that so many people are using these days.allxy

    ReplyDelete
  27. Informative post! I really like and appreciate your work, thank you for sharing such a useful facts and information about digital analytics strategies, keep updating the block, hear i prefer some more information about digital marketing training institute in hyderabad

    ReplyDelete
  28. Thanks for sharing nice information with us.eMail campaigns i like your post and all you share with us is uptodate and quite informative, i would like to bookmark the page so i can come here again to read you, as you have done a wonderful job.

    ReplyDelete
  29. My rather long internet look up has at the end of the day been compensated with pleasant insight to talk about with my family and friends.
    web design training in chennai

    ReplyDelete
  30. More or less, responsive design is quite recently superior to anything what has gone earlier and so as to stay aware of the opposition, you'll require it as well. peterborough web design

    ReplyDelete
  31. Immediately drawn by essayist's selective method for composing.
    document compliance solution

    ReplyDelete
  32. Hence, when hoping to enlist a creative web design organization, you ought to dependably make certain to investigate their operation,click here

    ReplyDelete
  33. Nothing excessively celebrated or stunning will work, making it impossible to pull in clients to visit the website over and over. angular vs react vs vue

    ReplyDelete
  34. Indeed, a normal web advertiser will have those profiles in addition to another 10 or at least 20 accounts on other web-based social networking destinations that they need to oversee. alphaclik

    ReplyDelete
  35. The creator has made a fine showing with regards to changing the sentiments into words.
    zetkay

    ReplyDelete
  36. Nice to be visiting your blog again, it has been months for me. Well this article that i’ve been waited for so long. I need this article to complete my assignment in the college, and it has same topic with your article. Thanks, great share.
    logo design company

    ReplyDelete
  37. Digital media, at the moment, includes websites, social media, radio, television, mobile and even forms of traditionally non-digital media such as billboards and transit signs.how to start a food blog and make money

    ReplyDelete
  38. You could get started using a free web development program called Microsoft Expression Web. ldainteractive

    ReplyDelete
  39. Here it is important to note that social media agencies may specialize in some or all of these key areas and the choice of an external social media agency should be made judiciously https://vdmediablog.wordpress.com/

    ReplyDelete
  40. Hey, Wow all the posts are very informative for the people who visit this site. Good work! We also have a Website. Please feel free to visit our site. Thank you for sharing.
    Dexterinc
    Keep Posting:)

    ReplyDelete
  41. Hi! Thanks for the great information you havr provided! You have touched on crucuial points! Digital Marketing Houston

    ReplyDelete
  42. Whenever looking for impressive Best Seo Services In Faridabad & Seo Company In Faridabad, give us a shout and get the best services from us!
    For more information visit: http://ldsgroup.in/seo-services-in-faridabad/
    Or drop a mail on: info@ldsgroup.in
    Or call us: +91 9717031098

    ReplyDelete
  43. The writing of this blog is simple yet so powerful and strong.
    web design agency in delhi

    ReplyDelete
  44. The most effective way to recognise for sure is to measure your achievement over the years. while it is able to be difficult to music the achievement of a traditional marketing marketing campaign like a radio commercial or mailer, every virtualadvertising tactic that you use is measurable. This benefit is every motive why you need to make investments into digital advertising and marketing Internet Marketing Agency

    ReplyDelete
  45. This will help you get an improved feel for the style of sites any particular web designer is capable of doing. Local SEO

    ReplyDelete
  46. This is genuinely an awesome read for me. I have bookmarked it and I am anticipating perusing new articles. Keep doing awesome!
    Web Development

    ReplyDelete
  47. Domain hosting wiki: for bloggers, business owners and webmasters looking for starting, maintaining and knowing more about domains and hosting
    hosting

    ReplyDelete
  48. This is truly a decent and enlightening, containing all data furthermore greatly affects the new innovation. A debt of gratitude is in order for sharing it.for information regarding digital marketing services please visit to the link.
    Digital marketing company in Delhi

    ReplyDelete
  49. Wow, cool post. I'd like to write like this too - taking time and real hard work to make a great article... but I put things off too much and never seem to get started. Thanks though. Local SEO

    ReplyDelete
  50. More often than not, web creators have their own exceptional style and you can without much of a stretch spot which outlines they've done previously. https://edkentmedia.com/website-design-development/

    ReplyDelete
  51. As mentioned above, very often free web hosts insert their ads in the form of banners or pop-ups. goodwebhostings.com

    ReplyDelete
  52. user friendliness and appearance. I must say you’ve done a excellent job with this. Also, the blog loads super fast for me on Internet explorer. Excellent
    iPage hosting discount codes

    ReplyDelete
  53. This comment has been removed by the author.

    ReplyDelete
  54. My spouse and i have been absolutely thrilled when Ervin managed to finish up his web research from the precious recommendations he received when using the blog. It is now and again perplexing to just find yourself handing out information that many the rest might have been selling. And now we take into account we have you to appreciate for this. The entire explanations you made, the easy site menu, the friendships you can give support to foster – it’s many unbelievable, and it’s really making our son and us recognize that this topic is entertaining, and that is highly essential. Many thanks for everything! visit my site here – alternative medicine institute kolkata
    instagram boost

    ReplyDelete
  55. Digital marketing is today the best ploy to market a business throughout Marino Sussich the world. That's also a very good post which I really enjoyed reading. Thank you for sharing.

    ReplyDelete
  56. For instance, if you want non-profit website then non-profit website designers are the ideal choice for you. Edknt Media

    ReplyDelete
  57. This comment has been removed by the author.

    ReplyDelete
  58. ARTECH Experts is an very creative and innovative team around the world located in the Karachi, Pakistan to complete your graphics design, web development, and SEO needs through our very expert, and professional workers. ARTECH Experts

    ReplyDelete
  59. Now picture two websites, side by side. One with a flash intro page, immediately showing a montage of images and grabbing y our attention; which leads into a visually beautiful website where every pixel is perfectly crafted into alignment.

    ReplyDelete
  60. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. magento2 shipping rules

    ReplyDelete
  61. Thank you very much for sharing this very useful information, I am very happy to have found this information that I have been looking for.for information regarding Digital marketing services please visit to the link.
    Digital marketing agency in Delhi

    ReplyDelete
  62. I’ve applied the valuable points from this page and I can definitely tell that it gives a lot of assistance with my present jobs. I would be very pleased to keep getting back in this web page. Thank you.
    revender hospedaje web

    ReplyDelete
  63. Even if you are doing your best to attempt to obtain a good ranking for your website, you might still wind up wondering why your website is simply not doing well. For starters, you must understand that your website will have to be fully optimized in all elements.Blog Comment

    ReplyDelete
  64. As Indicated by the Top SEO services Pakistan Point of View. The most recent pattern in computerized promoting is the development of different advanced advertising stages. Advertisers commonly wind up utilizing diverse applications, for example, a showcasing computerization stage, a CRM framework and a Web Analytics device.

    ReplyDelete
  65. Digital marketing is growing at a faster pace due to the rapidly evolving technologies and shift in user behavior. Digital Marketing Course in Pune

    ReplyDelete
  66. I read your blog it's really good, thanks for sharing valuable information with us.
    Excellent Article, Nice to read your article, very informative.
    Excellent article Top AC mechanics Professional Camera sellers ChennaiCatering Service in ChennaiTop Educational Institute Chennai

    Excellent Article
    swimmingpool contractor chennai
    swimmingpool equipment dealer chennai
    swimmingpool consultant chennai

    ReplyDelete
  67. Great to hear that your web development company offers free consultation as well. Need some immediate assistance regarding my new webpage. web development company

    ReplyDelete
  68. Your new valuable key points simply much a person like me and extremely more to my office workers. With thanks; from every one of us.
    Best Java Training Institute in chennai

    ReplyDelete
  69. Hallå där cowboy! Låter som om ni har haft en spännande ridtur med kanon fin natur!! ) Puss & Kram från dina favorit tjejer!! website host review

    ReplyDelete
  70. Blog is providing right path to newbie digital marketer. keep sharing more.
    D Amies Technologies

    ReplyDelete
  71. Your good knowledge and kindness in playing with all the pieces were very useful. I don’t know what I would have done if I had not encountered such a step like this.

    big data training in chennai

    ReplyDelete
  72. That appears to be excellent however i am still not too sure that I like it. At any rate will look far more into it and decide personally! magento sales analytics

    ReplyDelete
  73. We have sell some products of different custom boxes.it is very useful and very low price please visits this site thanks and please share this post with your friends. Website laten maken

    ReplyDelete