The document provides an overview of analytics and marketing data from various sources such as Google Analytics, Google AdWords, Google Webmaster Tools, and social media platforms. It discusses the importance of measuring key metrics for search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. Standard and custom reports are highlighted for each channel to track metrics like traffic, keywords, content, conversions, and engagement. Testing strategies are also proposed to optimize performance.

1. Making Sense of Marketing Data
and the Marketers Who Love It
Presented by:
Kent Lewis John McPhee
President & Founder Vice President
Formic Media, Inc. Formic Media, Inc.
@kentlewis @jwmcphee

2. Formic Background
Launched in 2008 to service small business & partners
Specializes in search, social and website development
100% of Account Team Google AdWords Certified
100% of Account Team Google Analytics Certified
7 employees & 45+ clients
Strategic partnerships (SEMA, AlphaGraphics, etc.)
Focus on education via monthly Seminar Series

3. Agenda
 The Why & How of Analytics
 Which reports provide the best data?
 SEO
 PPC
 Social Media
 Resources
 Q&A

4. The Why & How of Analytics

5. The Business of Analytics

6. Data Sources

7. Analytics Report Types

8. Analytics Processes

9. Analytics Plan

10. Analytics Planning Tips & Tricks

11. Search Engine Optimization
(SEO)

13. Google Analytics

14. Google Analytics Standard Reports
Traffic Sources

15. Google Analytics Standard Reports
Search Engines

16. Google Analytics Standard Reports
Referring Sites

17. Google Analytics Standard Reports
Top Content

18. Google Analytics Standard Reports
Map Overlay

19. Google Analytics Segments
Default Segments
 New Visitors  Direct Traffic
 Returning Visitors  Referral Traffic
 Paid Search Traffic  Traffic with Conversions
 Non-Paid Search Traffic  Mobile Traffic
 Search Traffic  Non-Bounce Visits

20. Google Analytics Custom Reports
THEN…
 Identify your metrics & dimension

21. Google Analytics Custom Reports

22. Google Webmaster Tools

23. Google Webmaster Tools

24. Google Webmaster Tools

25. Key SEO Metrics

26. Key SEO Metrics
 Traffic Sources
 Keywords
 Top Content
 Conversions
 Engagement

27. SEO Testing

28. SEO Testing
 Title Tags
 Meta Tags
 Headers (<h1> tags)
 Body copy
 Page structure
 Multiple images vs. single
 Paragraph vs. bullet copy
 Calls to action

29. Pay-Per-Click (PPC)
Advertising

31. Google AdWords

32. Google AdWords Reporting

33. Google AdWords Reporting – Search Query Report

34. Google AdWords Reporting - Networks

35. Key PPC Metrics

36. Key PPC Metrics
 Landing Pages
 Ad Positions
 Conversions
 Engagement

37. PPC Testing

38. PPC Testing
 Keywords (adding new)
 Ad text (A/B)
 Ad positions
 Landing pages (A/B or multivariate)
 Headlines
 Images
 body copy (paragraph vs. bullets)
 Calls to action (button shape, message, color, etc)

39. Social Media Marketing
(SMM)

40. HootSuite

42. Facebook

44. YouTube

46. LinkedIn

49. Key Social Media Metrics

50. Key Social Media Metrics
 Fans & Followers
 Referral traffic from social media sites
 Conversions/ROI
 Engagement metrics
 # of RTs or @ replies
 # of “likes” on a Facebook post
 # of comments on Facebook post
 # of fan photo uploads
Think ratios! (followers/RTs, likes/comments, etc.)

51. Social Media Testing

52. Social Media Testing
 Content & Messaging
 Custom Landing Pages
 On Facebook or your website
 Contests
 Polls/Questions
 Imagery (profile pic or Twitter background)

53. Analytics Resources
 webanalyticsdemystified.com
 webanalyticsassociation.org
 kaushik.net/avinash/
 analytics.blogspot.com
 yanalyticsblog.com
 anvilmediainc.com/search-engine-marketing-
resources/free-white-papers/

54. Summary/Q&A
Business drives analytics, not the other way around
What gets measured gets managed
Measurement tools are only the means to an end
Follow @FormicMedia & sign up for our newsletter
Read our blog & check out our SlideShare account
Attend our free monthly educational Seminar Series
Contact:
Kent Lewis John McPhee
kent@formicmedia.com johnm@formicmedia.com
503-595-6050 x223 503-517-9059 x122
@kentlewis @jwmcphee

55. Appendix

56. Google Analytics

57. Google Analytics Segments

58. Google Analytics Segments

59. Google Analytics Custom Reports
 Drag and drop a combination of metrics and dimensions into the report
template.

60. Google Webmaster Tools

61. Google Webmaster Tools

62. Google Webmaster Tools

63. Key SEO Metrics

64. Key SEO Metrics – Traffic Sources

65. Key SEO Metrics – Keywords

66. Key SEO Metrics – Keywords

67. Key SEO Metrics – Top Content

68. Key SEO Metrics – Conversions

69. Key SEO Metrics – Conversions

70. Key SEO Metrics – Engagement

71. Key SEO Metrics – Engagement

72. Google AdWords

73. Google AdWords Reporting – Ad Group

74. Google AdWords Reporting – Keyword & Ads

75. Google AdWords Reporting – Dimension (Day of Week

76. Key PPC Metrics

77. Key PPC Metrics – Landing Pages

78. Key PPC Metrics – Ad Positions

79. Key PPC Metrics – Ad Positions

80. Key PPC Metrics – Conversions

81. Key PPC Metrics – Engagement

82. Key PPC Metrics – Engagement