Sydney書評：Web Analytics an Hour a Day

各位好，

呢篇文係寫畀Sydney嘅，我隻貓，佢已經失蹤咗大約48個鐘！佢係一隻好乖好醒嘅貓，我好希望佢快啲返嚟！

返返正題講「Web Analytics an Hour a Day」，你哋可能知道我之前答應過會用唔同嘅persona嚟寫書評，第一個就係寫畀Sydney（另一個Sydney）。 如果你唔識Sydney，以下係佢嘅profile： _______________________________________ Sydney 32歲，結咗婚有兩個細路：一仔一女。 佢喺一間MNC嘅marketing部門做嘢，公司嘅regional總部喺新加坡。

Online對佢嚟講完全係新嘢。佢開始explore online marketing都唔係好耐，大約6個月啦。而家公司嘅所謂online活動大部分都係由incumbent agency處理。通常佢哋就係喺Yahoo首頁或者AsiaOne落啲banner。

所以嚟到呢個blog，佢主要想搵多啲關於online嘅資訊，有啲咩online活動之類嘅⋯⋯佢想確保自己夠了解online，可以judge到campaign表現、agency嘅competence，或者至少識同manager解釋到online花咗幾多錢同個return。

對Sydney嚟講，佢一定唔係technical嘅人，web analytics對佢嚟講完全係新嘢。但係佢想知道呢樣嘢對佢日常工作有冇幫助，或者點樣幫佢了解多啲公司個website。

好啦，各位，我介紹Sydney畀大家！ _______________________________________

大家好，

大約三個禮拜之前，我偶然發現一本叫「Web Analytics an Hour a Day」嘅書，作者係Avinash Kaushik。我第一印象就係好厚好乾嘅一本書。成400幾頁全部字，冇乜圖 :( 而且涵蓋好多唔同嘅topics，唔止Web Analytics。 不過我都照讀，因為啲細路成日同隔籬屋嘅小朋友玩，我又睇到悶咗電視。

我一定要講本書嘅內容超出咗我嘅期望。我需要嘅嘢全部都喺入面，仲有更多。 佢完全改變咗我睇web analytics甚至Online Marketing嘅方式。以前我覺得Web Analytics係geek先會搞嘅嘢，而且我越嚟越厭倦要睇vendor寄嚟嘅一大堆Excel報表：impressions幾多、clicks幾多、click through rate幾多、share of voice乜乜乜⋯⋯ 呢個campaign CTR 1%，嗰個campaign 0.9%⋯⋯ 我哋睇晒啲數字，但老實講，我哋睇唔出有咩分別，亦唔知點用呢啲數字。至少到依家為止係咁⋯⋯

而家，我知道Trinity Approach係基石，係fundamental：actionable insights同metrics。 「The goal of this strategy is not to do reporting. The goal is not to figure out how to spam decision makers with reports full of data via email. Actionable insights and metrics are the über-goal simply because they drive strategic differentiation and a sustainable competitive advantage.」

換句話講，呢個approach唔係做reporting咁簡單，而係關於：

• 點樣定義online business goals同判斷呢啲goals可唔可以喺online度量度到
• Business goals唔應該淨係講sales，仲要包括customer/user experience等等⋯⋯
• 有清晰嘅goals就唔使再出啲冇意義嘅reports
• 點樣根據reports採取行動
• 點樣影響成個organization去擁抱analytics嘅思維

Actionable Insights & Metrics包括三種分析：

• Click stream analysis或者Behavior analysis

• Outcome analysis

• Experience analysis

到目前為止，我哋只係專注喺根據Behavior reports做Outcome analysis，漏咗一個好大嘅component——就係訪客喺我哋website上嘅experience。 始終唔係每個人嚟我哋嘅sites、microsites都係為咗買嘢。

有咗呢個strategy，Avinash繼續畀咗好詳細嘅建議：

• 我應該一步步做啲乜嚟揀一個web analytics工具。嘩！佢嘅建議真係brilliant。不幸嘅係，我哋公司已經同一間大型web analytics供應商有global deal，所以SEA都要用嗰個。

• 點樣組建一個有效嘅Online Marketing團隊

• 幫我個manager請一個Web Analytics嘅人

• 了解正確implement工具嘅重要性，先至可以攞到正確嘅數據

• 了解重要terms嘅定義，同埋呢啲terms喺每個web analytics工具度可以有唔同定義。

• 邊種數據對Behavior analysis、Outcome Analysis同Experience Analysis更加重要

• 三個「So what test」。

呢個test對我特別有用，因為我係呢個行業嘅新人，報表多到睇唔晒。由依家開始我會問自己或者agency 3個「so what」問題，如果第三個問題都冇recommendation出嚟，我就知呢個metric/report唔值得有。

• 點樣做competitive analysis，更加重要嘅係了解呢啲數據嘅limitations：呢個正正係困擾我嘅嘢，因為managers成日問我哋要呢類資訊。然後我問agency，佢哋話冇⋯⋯而家我可以清楚同managers解釋有咩資訊available、咩係free、咩要俾錢、值唔值得攞。

• 睇trends而唔係absolute number先至係關鍵。仲有segmentation、segmentation。當你覺得已經segment夠晒嘅時候，再segment多一次。Avinash話背後嘅原因好簡單：你個website嘅traffic來自四面八方，好多時候你根本唔知一半traffic嘅來源。所以做analysis嘅時候，一定要segment數據，slice and dice，做apple to apple comparison。

讀report嘅時候全面了解佢嘅context，先至係得出actionable recommendations嘅關鍵。

• 點樣睇SEO、PPC同Internal Search reports。PPC、SEO同Internal Search嘅best practices好有用。不過我需要啲時間消化晒啲資訊
• 點樣量度email marketing同multi channel marketing嘅effectiveness。「Multichannel analytics is more than a buzzword, at its simplest it is the art and science of measuring the impact of marketing efforts on multiple sales / customer contact channels. It is of vital importance, and increasingly so with every passing day. However, anyone who says that they have a handle on multichannel analytics is probably not stating the complete truth. Multichannel analytics remains a challenge and an enigma. Any success that people have had measuring it is either a one-shot deal and not repeatable or it is not scalable.」

呢個係我第一次讀到Multi channel marketing，我嘅天呀，我哋竟然miss咗個big picture咁耐。我記得Chandler喺呢個blog度提過幾次。不過完整嘅concept今次先至真正擊中我。 Offline同Online世界唔係分開嘅。Customers嘅behavior越嚟越複雜。我一定會花多啲時間研究呢個topic。Avinash推薦咗一個網站叫Non Line Marketing，作者係David Hughes。佢嘅建議係我哋做marketing嘅人都要evolve，唔好淨係做online或者offline，要變成nonline。之後嘅挑戰就係點樣量度nonline（multichannel）customer behavior。

總結嚟講，我會推薦呢本書畀我嘅同事甚至managers。我哋被迫花越嚟越多錢喺online度，因為target audience嘅shift，所以而家比以前更加需要為公司嘅online spending負責。 「Web Analytics an Hour a Day」唔止係講Analytics，仲係講點樣睇Online Marketing、了解佢嘅limitation同opportunity⋯⋯由social networking到blog、PPC、SEO、Email等等⋯⋯

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多謝大家嘅時間。歡迎留言，God bless Sydney！ Chandler