Mais conteúdo relacionado Semelhante a University of Nebraska Think Tank: Google Analytics as your Digital Marketing Hub (20) University of Nebraska Think Tank: Google Analytics as your Digital Marketing Hub2. Follow Along!
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@analyticspros
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5. Founder & Chair of
We have a 50% Student Discount!
More at www.gaugecon.com
Next event: Boston, October 3 – 4
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6. I Wrote a book about it…
Get a copy: http://goo.gl/nKwPI
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7. What
We’ll Talk About Today
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8. Topics for Today
• Setting the stage for maximizing marketing
efforts
• Two Essential Features of Google Analytics
• Four Analysis Tips
• “My Toolbox” – Beyond Google Analytics
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9. Why
Does it matter?
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12. But do they really help
us?
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13. Which half of 50% is better?
“Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half.”
-John Wanamaker
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15. Can you tell which is better?
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16. Why
Doesn’t this always happen?
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17. Common Web Analytics Issues
• Data overload
• Analysis paralysis
• Trustworthy figures
• Information Dissemination
• Taking action
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18. Business-Oriented Analytics
• Analytics is more than just
“hits”, pageviews, and visits – it’s about
customer insight and marketing optimization
• Analytics should connect the dots between
web activity, marketing effectiveness, and
bottom-line performance
• Analytics technologies are tools, they must be
used properly by the right people Income Statement
© 2012, Analytics Pros, Inc.
19. The Problem with Web Analytics
Action
Wisdom People
Knowledge
Information
Tools
Data
© 2012, Analytics Pros, Inc.
20. The Problem with Web Analytics
Action
Wisdom People
Knowledge
Information
Tools
Data
© 2012, Analytics Pros, Inc.
21. The Problem with Web Analytics
Action
Wisdom People
Knowledge
Information
Tools
Data
© 2012, Analytics Pros, Inc.
22. The Problem with Web Analytics
Action
Wisdom People
Knowledge
Information
Tools
Data
© 2012, Analytics Pros, Inc.
23. The Problem with Web Analytics
Action
Wisdom People
Knowledge
Information
Cost Center Tools
Data
© 2012, Analytics Pros, Inc.
24. The Problem with Web Analytics
Action
What Budget?
Wisdom People
Knowledge
Information
Cost Center Tools
Data
© 2012, Analytics Pros, Inc.
25. Google Analytics Opportunity
• The GA stack allows
more resources to
People $
be dedicated to
value-drivers
(people)
Total Cost
$
$ People
• Lower total cost of
ownership, greater Tool $ Tool
ROI Other Vendors GA
© 2012, Analytics Pros, Inc.
26. The Keys to
Success with
GA
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27. The Two Keys to Success with GA
1. Proper Planning
2. Informed Implementation
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29. Planning Tip
Ask Business Questions, NOT Metrics
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30. Example
Metric Question
How many views to
Page X?
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31. Example
Metric Question Business Question
How many views to Which promoter is a
Page X? better partner?
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32. Caleb’s
Planning
Process
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33. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
34. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
35. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
36. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
37. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
38. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Analytics Pros, Inc.
43. Implementing
GA
What to do, and NOT do…
learned the hard way!
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44. Plain Vanilla… It’s Not for You
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Image source: http://atencentgemjar.wordpress.com/
45. The GA Tag Comes in Many Flavors
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Image source: http://valuestream2009.wordpress.com/
46. The Settings that Matter
• There are over 55 documented settings for the
tag
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47. The Settings that Matter
• There are over 55 documented settings for the
tag
• Top settings to consider:
– Cookie Domain setDomainName
– Cookie Hashing setAllowHash
– Campaign Anchors setAllowAnchor
– X-domain Linking setAllowLinker
© 2012, Analytics Pros, Inc.
48. The Settings that Matter
• There are over 55 documented settings for the
tag
• Top settings to consider:
– Cookie Domain setDomainName
– Cookie Hashing setAllowHash
– Campaign Anchors setAllowAnchor
– X-domain Linking setAllowLinker
© 2012, Analytics Pros, Inc.
50. This is Bad…
• If your website is www.zenithvineyard.com
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51. Data Quality Checking Tools
• Audit your site data for quality
– Internal referrals?
– Suspicious “direct” landing deep within your site?
– Odd exit pages with high rates?
• Use tools:
– www.AnalyticsHealthCheck.com
– www.analyticscheckup.com
– www.observepoint.com
© 2012, Analytics Pros, Inc.
52. Caleb’s Implementation Tips
• Plan your business requirements
• Implement the GA tag correctly for your
website(s)
– Consider domain names (sub-domains, 3rd party
domains)
– Place the tag on all pages
– Use the setAllowAnchor feature
• You may want to take a course, read a
book, or hire an expert to assist – don’t skip on
this!
© 2012, Analytics Pros, Inc.
53. Related Resources
• Books
– Performance Marketing with Google Analytics
(Whitmore, Tonkin, Cutroni): http://goo.gl/nKwPI
– Advanced Web Metrics (Clifton): http://goo.gl/8f9ui
– Google Analytics (Cutroni): http://goo.gl/yXq6j
– Web Analytics 2.0 (Kaushik): http://goo.gl/94Bhu
• Training
– Online GA Conversion University: http://goo.gl/gBVYg
– Google Seminars for Success: http://goo.gl/Cx87U
– GAUGE Google Analytics User Conference (next one is
in NYC Oct 17 - 18): http://goo.gl/nqDQI
© 2012, Analytics Pros, Inc.
54. Marketer
Essentials
2 Things that you MUST do with Google Analytics
© 2012, Analytics Pros, Inc.
55. Essential #1:
Goals
Without a goal, what’s the point?
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58. Goals in GA
• What is a “goal” in Google Analytics?
– Pre-calculated metric
– Can be any page or set of pages, event, or
threshold of time spent of pages viewed
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65. Goal Essentials
• Benefits of a Goal Framework include
– You’re no longer blind to what happens before the
“conversion”
– See “funnel” view for Traffic Source reports
– Use the “score” to weight total visit engagement
across all goals
© 2012, Analytics Pros, Inc.
66. Goal Essentials
• Caleb’s Goal Framework for Success:
– Set LOTS of goals – if it matters, make it a goal
– Some goals are “engagement” focused, others are
“transactional” in nature
– Use the “score” feature within Google Analytics to
“Weight” each goal
© 2012, Analytics Pros, Inc.
68. Related Resources on Goals
• Caleb’s goal planning worksheet:
http://goo.gl/Ivcxm
• Great blog post by Avinash Kaushik:
http://goo.gl/gpLD4
© 2012, Analytics Pros, Inc.
69. Essential #2:
Segmentation
Going beneath the surface of your data
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72. GA is one BIG relational Database
• Over 85 dimensions and 230 metrics in GA
• That’s 19,550 1x1 combinations
• But… you can segment by up to 7 dimensions
and 10 metrics at a time
© 2012, Analytics Pros, Inc.
73. 6 Ways to Segment in GA
1. Standard report drilldowns
2. Report secondary & pivot dimensions
3. Custom Reports & Dashboards
4. Advanced Segments
5. 3rd party tools
6. Data Export API tools
© 2012, Analytics Pros, Inc.
74. 6 Ways to Segment in GA
1. Standard report drilldowns
2. Report secondary & pivot dimensions
3. Custom Reports & Dashboards
4. Advanced Segments
5. 3rd party tools
6. Data Export API tools
© 2012, Analytics Pros, Inc.
88. Pivot Segmentation
Arizona Organic
Bounce rate is
just 19.33%
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89. Pivot Segmentation
Arizona Organic
Bounce rate is
just 19.33%
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90. Analytics
in
Action
4 Easy Analysis Tasks You Should Do
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91. Tip #1
Segmented Geographic Analysis
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94. Segmentation Tip #1: Geography
Change color
weighting to use
another metric
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95. Geo Segment Example
• Question:
– What regions have higher conversion propensity
outside the home region for Paid Search efforts?
• Report:
– Geo map report with Per Visit Goal Value in focus
– Comparison view of Per Visit Goal Value metric
– Advanced Segment for Paid Search traffic applied
© 2012, Analytics Pros, Inc.
99. Geo Segment Example
Map focus set to
Per Visit Value
Adv. Seg applied
Oregon Excluded
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100. Geo Segment Example
Map focus set to
Per Visit Value
Adv. Seg applied
Oregon Excluded
View set to
Comparison
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101. Geo Segment Example
Map focus set to
Per Visit Value
Adv. Seg applied
Oregon Excluded
View set to
Comparison
© 2012, Analytics Pros, Inc.
102. Additional Geo Segmentation Tips
• Get creative with geo segments:
– Segment by latitude/longitude using Data Export
API, i.e. Conversion rate for coat purchases above
the 45th parallel
– Segment by sales territory
– Count of Visits (segment: )
© 2012, Analytics Pros, Inc.
103. Tip #2
Traffic Source Identification
© 2012, Analytics Pros, Inc.
105. Segment Traffic Sources Against…
• Goals
• Transactions
• Landing pages
• Campaigns by
Geography
• Everything!
© 2012, Analytics Pros, Inc.
106. Just to be clear…
• Google Analytics can track any kind of
marketing – not just Google AdWords
– Email marketing
– Microsoft AdCenter paid search
– Display ads run anywhere
– Social Media traffic
– Even offline campaigns
© 2012, Analytics Pros, Inc.
107. Tracking Your Marketing
• What to know:
– Email will show up as “direct” unless it is specifically
tagged
– Banners & links will show up as “referring” not
“banner”
– Offline campaigns can be tracked using vanity URL’s
and tracking codes
– Paid search must be tagged, otherwise it gets mixed in
with organic search
© 2012, Analytics Pros, Inc.
108. GA’s Oder of Operations
1. Check of Campaign Tags
(utm_etc…)
2. Look for Referrer
– Search Engine =
organic/search
engine/keyword
– Referring Site = referring
domain / page
3. Lump into “direct/none”
© 2012, Analytics Pros, Inc.
109. Medium – Source – Campaign
Medium: How they came
Direct
Referral
Organic Search
Paid Search
Add your own?
• Email
• Banner
• RSS
•? © 2012, Analytics Pros, Inc.
110. Medium – Source – Campaign
Source: Who we work with
to make that happen
Direct Source
• (none)
Referral Source
• site names
Search Engine
• Yahoo!, Google, etc.
© 2012, Analytics Pros, Inc.
111. Medium – Source – Campaign
Campaign:
Marketing activity
“Spring 2011”
cuts across everything
© 2012, Analytics Pros, Inc.
112. Medium – Source – Campaign
Source: Who we work with
Campaign:
Medium: How they came to make that happen
Marketing activity
“Spring 2011”
cuts across everything
© 2012, Analytics Pros, Inc.
113. So How Do You Do It: Campaign Links
• YOU control the link.
• You tack some labels onto the end of the link.
• When a visitor clicks the link and arrives at
your site, Google Analytics records those
labels.
• There’s nothing to set up or configure in
Google Analytics, you just make the link.
© 2012, Analytics Pros, Inc.
114. Campaign Links: How They Work
• In web addresses, the parts after a question park are
called “query parameters”. Sometimes your webserver
does something special with them.
www.example.com/page?id=1234
• If your webserver doesn’t recognize the query
parameter, it ignores it. These addresses both go to the
same page:
www.example.com/page
www.example.com/page?myname=johnsmith
© 2012, Analytics Pros, Inc.
115. Campaign Links: How They Work
• So even better than making up labels, we can use
some labels that Google Analytics recognizes:
www.example.com/page?utm_medium=email
&utm_source=newsletter
&utm_campaign=spring-2010
• These represent the medium, source, and
campaign.
• You don’t have to build these URLs by hand.
© 2012, Analytics Pros, Inc.
116. Campaign Tracking Variables
Report URL Cookie
Source utm_source utmcsr
Where the visitor came from. Ex: Google, Yahoo, MSN
Campaign utm_campaign utmccn
Name of your campaign. Ex: Summer_Sale, EarlyPromo
Medium utm_medium utmcmd
Marketing method. Ex: CPC, Banner, Email
Keyword utm_term utmctr
Keyword that was searched for, both paid and unpaid. Ex: shirts,
water+bottles
Ad Content utm_content utmcct
Descriptive word(s) used to identify different versions of an ad that you
are trying to compare (A/B testing). Ex: blue_text, red_text
© 2012, Analytics Pros, Inc.
117. Campaign Examples
Campaign Medium Source
spring-2011 email newsletter
spring-2011 email special-offer
spring-2011 banner example.com
careers banner example.com
careers partner affilitatesite.com
careers cpc yahoo.com
ACTIVITY
• List a few campaign – source – medium combinations for your
marketing campaigns.
© 2012, Analytics Pros, Inc.
120. A Better URL Builder
• Excel-based
• Automate
the process
• Ensure
consistency
Get it here: http://goo.gl/qpzDF
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121. Tip #3
User Experience Analysis
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122. User Experience Discovery Segments
• Does technology impact user experience?
• YES!!
– Safari bounce rate considerably higher, why?
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124. Internet Explorer Analysis
• Bounce Rates for IE versions vary wildly
• IE 9.0 users really have a hard time
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125. Other Technology Analysis
• Analyze goal and experience factors
– Conversion rates
– Time on Site
– Pages/Visit
• Analyze other technical factors:
– Screen Resolution
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127. Tip #4
Where’s the Front Door?
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128. Entrance Point Analysis
• Your website’s “front
door” is probably NOT
the main point of
entrance
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130. Where Do People Enter?
Just 18% enter on
the homepage!
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131. Where Do People Enter?
That’s a lot of
“other” doors!
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132. Entrance Point Questions to Ask
• How porous is your site?
– Most traffic comes/goes from non-portal pages?
– Portal pages make up the majority entrance/exit
points?
• What is the impact on key metrics?
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133. Entrance Point Impact on Key Metrics
• Custom Report showing landing page key
metrics
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134. Bonus Tip!
There’s MORE!
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135. Bonus Tip: Resources for More Data
• It’s all about the APPS! See
http://www.google.com/analytics/apps/
• Great tools:
– Mashable Metrics (integrates GA with Tableau)
– NextAnalytics for Excel
– Excellent Analytics for Excel
– GeckoBoards.com for scorecards
© 2012, Analytics Pros, Inc.
136. Beyond GA
My Toolbox
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139. Google
Analytics
© 2012, Analytics Pros, Inc.
141. Analytics
Engine
© 2012, Analytics Pros, Inc. www.analyticsengine.net
151. Optimizely
http://www.optimizely.com/
© 2012, Analytics Pros, Inc.
153. Last Words
1. Plan ahead
2. Ensure data quality
3. Set goals
4. Track campaigns
5. Segment, segment, segment!
© 2012, Analytics Pros, Inc.
Notas do Editor To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels. To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels. To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels. To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels. Explain the examples given. Compare and contrast the campaigns, mediums, and sources given and point out that the combinations of these each uniquely identify a particular marketing activity.Point out that there are additional labels (keyword and content) available to differentiate ads, but we won’t be discussing those in detail today.ACTIVITY:Refer participants to the Experience Guide.Instruct them to complete one or two example campaign-medium-source combinations to describe a marketing activity for their site.When they are complete, ask for a few examples, or questions where participants had trouble deciding how to label their marketing. To Participants: This is a simple form provided by Google where you can fill in the details and it creates the URL for you. You can take the sample labels we created a few minutes ago, for example, and put them in here. You need to know:The landing pageThe source, medium, and campaign(Optional fields for term and content, which we didn’t talk about)To Participants: Once you fill in the form and click the button, it generates the URL for you. Then you can copy and paste this URL into your email newsletter, into a banner ad, etc. To Participants: This is a simple form provided by Google where you can fill in the details and it creates the URL for you. You can take the sample labels we created a few minutes ago, for example, and put them in here. You need to know:The landing pageThe source, medium, and campaign(Optional fields for term and content, which we didn’t talk about)To Participants: Once you fill in the form and click the button, it generates the URL for you. Then you can copy and paste this URL into your email newsletter, into a banner ad, etc.