Web analytics is the study of online behaviour in order to improve the performance of a Website. There are two categories; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on to a website . This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
Web Analytics is used for what purpose?
Search Marketing Specialist or a Web Analytics Consultant is responsible for optimizing the websites for both the natural search and paid search programs. Responsibility lies in the development, tracking, reporting, analysis and re-optimization of websites for natural search and PPC initiatives. Having good knowledge of Search Engine Optimization strategies with the latest trends, web designing, and PPC advertising experience, one can achieve the goals of any website in hand.
How to Add Tracking Code
Video on Basic Implementation of Analytics Tracking
From this Video, you can learn to create and implement Google Analytics tracking code into each of your website pages or by following these step-by-step instructions on how to add tracking code, then the tracking begins immediately.
Advanced Segments in Google Analytics
From this Video, you can learn to create and use Advanced Segments in Google Analytics to isolate and analyze specific parts or subsets of your traffic. Select from predefined custom segments such as "Paid Traffic" and "Visits with Conversions" or create new custom segments with a flexible, easy-to-use segment builder. Apply segments to current or historical data and compare segment performance side by side in reports.
Custom Reports from Google Analytics
From this Video, you can learn to create, save, and edit custom reports that present the information you want to see organized in the way you want to see it.
A drag and drop interface lets you select the metrics you want and define multiple levels of sub-reports. Once created, each custom report is available for as long as you want it.
Motion Charts in Google Analytics
From this Video, you can learn to use Motion Charts in Google Analytics to analyze your data in five dimensions. Select metrics for the x-axis, y-axis, bubble size, and bubble color and view how these metrics interact over time. Choose the metrics you want to compare and expose data relationships that would be difficult to see in traditional reports.
Moreover, Motion Charts add sophisticated multi-dimensional analysis to most Google Analytics reports.
Google Analytics a Business Intelligence Tool
From this Video, you can learn to generate a lot of meaningful data to help make decisions that are critical to driving visibility for your website and to grow your business.
More Topics on Analytics Features
AdWords Integration: Buy keywords on Google AdWords and use Google Analytics to learn which keywords are most profitable to your business.
Keyword and Campaign Comparison: Track and compare all your ads, email newsletters, affiliate campaigns, referrals, paid links, and keywords on Google and other search engines.
Internal Site Search: Find out how your visitors search your site, what they look for, and where they end up.
Benchmarking: Find out whether your site usage metrics underperform or outperform those of your industry vertical. Opt-in benchmarking compares your key metrics against aggregate performance metrics while preserving the confidentiality of your data.
Ecommerce Tracking: Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources.
Funnel Visualization: Find out which pages result in lost conversions and where your would-be customers go.
GeoTargeting: Find out where your visitors come from and identify your most lucrative geographic markets.
Website Analyst Consultant Responsibilities:
Should be able to translate business needs into organization marketing goals / requirements
Ability to understand data spot anomalies, trends, guide the team into developing similar processes / techniques in doing so
Ability to maneuver databases, SQL queries
Demonstrable aptitude for data modeling, statistical analysis etc. in publishing business
Prepares analysis and presentations distributed amongst decision makers
Proactive in taking specifications from the client, delegate them into team activity among the team members and able to consolidate and deliver projects in a timely and accurate manner
Understand the business dynamics and levers for a specific area of focus
Website metrics with an expertise in Web Analytics to track the performance of the websites
Build a strategy based on the performance of the websites to increase the visitors and further improve the conversions through the websites.
Technical Skills Required for an Analyst
Advanced Excel, Macros, SQL queries
Top notch analytical, quantitative and MS Office skills
Organizational and Communication Skills
Regular and effective interactions with counterparts and clients
Demonstrates effective communication skills
Demonstrate team management skills ability to connect individually with each team member
Web Analyst's Personal Performance and Organization Valued Behaviors
Working under very general direction
Follow organization vision, values and principles
Knows and observe quality standards
Key focus on efficiency, process improvements and team management
Should track the latest features from Google official Analytics webpage