The presentation given by Ben Rogers, of Attacat Internet Marketing, to the New Media Breakfast group in Edinburgh & Glasgow. For more information please contact Attacat Internet Marketing directly.

1. Actionable Insights with Google Analytics The non-techy version! Without the Internet... Ben Rogers – Attacat +44(0)131 220 1441 This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

2. Quick Introduction

3. Questions Keep them coming! Attacat mug for every question asked (while stocks last)... This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

4. The Business Case two ways to double website sales or This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

5. #nmb Analytics Usage? This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

6. What is this Google Analytics anyway... Sexy graphs of what people are doing on your website It’s free! Zip! £0! FA! But Why? This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

7. Using the data What sort of questions do you want to answer about your own websites? This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

8. Owning your data Google Analytics data on your site is your IP Not your web developers Not your advertising agency Not your internet marketing agency Not … You need administrator access for: Setting goals & funnels Changing people’s access Adding Filters Applying cost data from Google AdWords Adding or modifying website profiles Changing any account level settings This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

9. Installing Google Analytics www.tagxedo.com This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

10. One must have Kippers So use a TOFF Timely Online Frequent Financial This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

11. The Simple Sale Direct Online Sales T O F F This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

12. The Complex Sale Brochure request Offline sale This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

13. The Setup... This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

14. Goal setting Take your KPIs & set them as goals in Analytics Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even Create funnels for linear progressions to a KPI (e.g. checkout process) This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

15. Goal Setting - Video Please see the Attacat Brain for embedded videos: www.attacat.co.uk/brain This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

16. Goals & Funnels – before This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

17. Goals & Funnels – after This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

18. E-Commerce Tracking Depth of data Direct ROI This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

19. E-Commerce Tracking – B2C B2C example Online gourmet food & meat E-commerce tracking provides accurate results on the purchased products Giving Accurate ROI figures for AdWords campaigns Understanding best sellers and opportunities to expand product base See the impact of special offers such as products or delivery This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

20. E-Commerce Tracking – B2B B2B Example Commercial vehicle reseller In order to tie enquiries directly through to confirmed sales a customised E-Commerce installation was used Transactions are recorded with a unique reference number which can be tied through to confirmed sales at head-office Provides accurate ROI for all online marketing activities This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

21. Advanced Segments Anyone making use of Advanced Segments? Pretty much anything you can think of can be done! This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

22. Advanced Segments - Video Please see the Attacat Brain for embedded videos: www.attacat.co.uk/brain This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

23. The page in question This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

24. What can we do with this data? Look at what content people do absorb after playing the game Change the page layout Start using Event Tracking Test the changes & review later This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

26. Record testing periods

27. Record special offersThis document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

28. Google Analytics Reports for You, Today Your homework! Don’t delay, do it today! This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

29. Referrals with Goals What referring sites are working & where are the opportunities This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

30. Referrals with Goals - Video Please see the Attacat Brain for embedded videos: www.attacat.co.uk/brain This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

31. What can we do with this data? Find out which sites are sending your traffic & producing goals – try to boost them! Find referring sites that are sending traffic but not converting – what more can we do? Find, build & cultivate partnerships with other sites This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

32. Keywords, Ranking & Goals Good conversions but low ranks Keywords with good ranks & low conversions Today’s task: Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them! This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

33. Keywords, Ranking & Goals Organic Keywords This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

34. Keywords, Ranking & Goals This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

35. Keywords & In-Site Search This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

36. Visits by traffic source This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

37. Exit Pages Where people get fed-up & leave! What should you pay attention to... ‘Utility’ pages are the ones to watch About Us Terms & Conditions Contact Us Delivery Information FAQs This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

38. Top Exit Pages This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

39. Who, What, When, Why What Google Analytics can't tell you This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

40. Putting the Why into the What Google Analytics can help you understand what your visitors did – Not Why! Use other tools to help close the loop Low cost usability testing Google Website Optimiser Surveys Was this article helpful Ask for feedback This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

41. Low cost usability testing Rocket Surgery Made Easy – Steve Krug Simple, quick wins, ongoing exercise, fast, cheap! This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

42. The HiPPO in the room Highest Paid Person’s Opinion (wins) “Change that picture on the home page to something else.” From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

43. 3 x Slides Removed This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

44. Crazy Egg - $9/month This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

45. ClickTale – from $99/month This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

46. 4Q Perceptions - free This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

47. Final thoughts Think like a TOFF & report against your KPIs Put the effort in & get good data out (the setup…) 5 reports to check – today! Record changes & test when you can Utilise tools This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

48. Questions Keep them coming! Attacat mug for every question asked (while stocks last)... This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.

49. Homework! Review top 10 Referral sources against goals Keywords, Goals & Rankings – review the top10 keywords In-Site Search – review and/or setup! Visits by Traffic Source – find spikes & capitalise on them! Exit Rate – review your ‘utility’ pages, can you make improvements? This document and its contents are confidential. Any form of disclosure, reproduction and/or dissemination of this document without the prior written consent of Attacat is strictly prohibited.