Web Analytics

Part 1:
Please pick a website of your choice. If you do not have a website then I suggest you pick the
“Google Merchandise Store Website”
Visit the website of the business you will be analyzing and look for the following things:
 The ways in which the users can interact with that particular business/website
 The 3 things that are great in the website that attracts customers and 3 things that repels
them
 Write a small paragraph on the business and more specifically on the website. What are the
things the business is doing to make money (i.e.in the website: Are they selling things/ Ads).
Give me more details about the business and the website in particular (Please keep this short.
Not more than a paragraph)

1. Write down the Objectives of the business from your perspective and please write one
   objective for each of the type i.e. Acquisition/ behavior/Outcome Objectives.  For example: A
   content website like New York Times might not have the objective to dominate the Search
   Results but their objective might be to be the “Trusted Source” of News
2. After writing the objectives of the website, write down 7-10 Metrics that will help you
   measure your performance with regard to these objectives. It can be anything and it doesn’t
   have to be just clickstream data. (Clickstream data refers to the data from the Analytics tools
   like Google Analytics)
3. Now from the list of the Metrics pick out 3 Metrics which you think are KPIs. Please go back
   to the definition to understand the difference between metric and KPI. Also please justify why
   you selected this metric as KPI Please remember that the Objectives have to be DUMB (Please
   refer to the definition of DUMB)
   Part 2:
   Now you will work on a Web Analytics Measurement Model or Digital Marketing Measurement
   Model ( WAMM / DMMM) The model will have the following:
    It will start with your objectives for the website – Make sure you think about ABO Model and
   write one objective for each.
    Then Goals(Strategies/Tactics) will be added to the Specific Objectives
    Then for the particular goals you will work out 6 KPIS ( 2 KPI per strategy/tactic)
    Add Targets to your model and add segments for each KPI Please follow the ABO model.