Analytics 2.0: Key Metrics, KPIs, and Customer Journey

Posted on Mar 23, 2025 in Marketing and Market Research

Analytics 2.0 Components

Analytics 2.0 includes the following components for continuous improvement based on user experience:

  • Analysis of quantitative data from your website and your competition.
  • Clickstream analysis
  • Multiple outcomes analysis
  • Experimentation and testing
  • Voice of the customer analysis
  • Insights and competitive intelligence

Time on Site vs. Time on Page

Time on site is a key metric for determining how useful visitors find your entire website. It helps answer questions like: How long do visitors spend shopping before purchasing a product?

Digital Marketing Measurement Model

The components are:

  • Define objectives, goals, and KPIs
  • Measurement
  • Segments
  • Implementation
  • Final product

Metric Definition

A metric is a quantitative measure that describes potential trends on a web page.

KPI Definition

A KPI (Key Performance Indicator) informs about business performance. It’s a quantitative objective that classifies goals, indicating whether progress is positive or negative.

Micro and Macro Goals

Micro Objective: A step in the conversion funnel, such as adding a product to the cart.

Macro Goal: Actions that represent the primary goal: CONVERSION, such as making a purchase.

Types of Conversion

Sales, Leads, Engagement, Event, and Subscription.

Customer Journey Phases

Awareness, Consideration, Purchase, Retention, and Advocacy.

8 Critical Web Metrics

  1. Sessions/Visits: A sequence of pages that a user visits on a website. (More than 29 minutes between sessions constitutes a new session.)
  2. Total Page Views: Every time a page is downloaded or viewed during a session.
  3. Unique Visitors: Unique browsers that access your site, identified by a cookie generated by your server to track successive sessions.
  4. Time on Page: Total time spent on a specific page.
  5. Bounce Rate: The percentage of sessions where users arrive and leave without interacting. A high bounce rate is generally undesirable.
  6. Exit Rate: Indicates the number of people who leave your webpage to visit another one.
  7. Conversion Rate: Examples include becoming a customer, responding to a marketing action, buying a product, or hiring a service.
  8. Engagement: Measures the impact of results.

Segmentation Examples

ATTIC & BUTTON

ABO: The Complete Customer Journey

  • Acquisition: What we do to attract customers to our platforms.
  • Behavior: What happens when they land on our platform.
  • Conversion: What was the business impact.

Business Objectives

Generation of sales, generation of opportunities, awareness, vocation of service.

Conversion Funnel

A linear path composed of a set of steps that conclude in the achievement of a goal.

SEO Performance

SEO is the organic method to reach your website in a search engine using tools like keywords. It involves understanding user preferences.

To measure SEO performance and results, consider:

  • Google Analytics (Organic traffic)
  • Keyword Ranking
  • Domain Rating
  • Analyze % of bounce rate

Social Media Marketing

A tool used to promote products. It involves a series of techniques and processes to attract the target audience on social media. It’s a form of internet marketing that uses social media apps as a marketing tool. These social media platforms enable brands to connect with their audience to:

  • Build a brand
  • Increase sales
  • Drive traffic to a website