Generation Of Insights In Web Analytics
Management Summary
Why do I need insights?
Insights are nothing more than knowledge that I generate from my data. These can be helpful in the following areas:
- Marketing strategy
- Segmentation
- Improving website/app UX
- Getting to know (potential) customers
- Optimizing conversion rates
- Adjusting the checkout process
- Product development
- and many more…
How do I get insights?
A lot of website usage data is already collected using analysis tools such as Google Analytics. These can be used immediately to generate insights.
If your questions cannot be answered through web analysis data alone, other data can help, for example from campaign tools or CRM systems. Another way is to survey the desired target group again. This is quick and easy with Google Surveys.
Ask questions!
But how can insights be gained from the collected data?
The following questions should be addressed during data analysis:
- Do the values of one group differ significantly from the values of another?
Ex: Does the bounce rate for mobile users differ significantly from that of desktop or tablet users? - Can a pattern be derived from the data?
Ex: Seasonal differences, a product is often purchased in combination with another product
If differences or patterns have been identified in the data, the next step is to investigate the “Why?”” and find out the reason for it.
Use Google Analytics feature
Google Analytics offers the Insight feature in the App+Web Property. Automatically created insights are presented here. Additionally, questions can also be asked regarding the data that the feature answers. This function is constantly being improved using machine learning.
