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Google Analytics User Conference
2013
Getting Your Analysis Noticed
Michael Fridman
Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013
Taming the HiPPO
(Highest Paid Person’s Opinion)
Google Analytics User Conference 2013 #GAUC2013
If you’re in a plane
crash, how likely are
you to survive?
<5% 5%+
Google Analytics User Conference 2013 #GAUC2013
You are more likely to
survive a plane crash than
click on a banner ad
Google Analytics User Conference 2013 #GAUC2013
Google Analytics User Conference 2013 #GAUC2013
NO!!!
Google Analytics User Conference 2013 #GAUC2013
People in
plane crashes
(USA:1983-2000)
53,487
0 54000
Survivors
51,207
Google Analytics User Conference 2013 #GAUC2013
People in
plane crashes
(USA:1983-2000)
53,487
0 54000
Survivors
51,207
95.7%
If you are in a plane
crash, you are very
likely to survive.
Google Analytics User Conference 2013 #GAUC2013
Why does this meme spread?
• Misleading
• Pithy
• Actionable
• Real-life imagery
Google Analytics User Conference 2013 #GAUC2013
Why does this meme spread?
• Misleading
• Pithy
• Actionable
• Real-life imagery
How can we use this to
get our analysis noticed?
Google Analytics User Conference 2013 #GAUC2013
y u no implement my
recommendations?
TL;DR!
they are ugly & not
clearly actionable
Google Analytics User Conference 2013 #GAUC2013
• Be accurate - do your homework
• Be proactive - go beyond GA when needed
• Be selective - choose actionable data
• Be pithy - avoid geek-speak
• Be vivid - use imagery + presentation
Conversion Optimisation for Reports
Google Analytics User Conference 2013 #GAUC2013
Be Accurate
Google Analytics User Conference 2013 #GAUC2013
• Tracking goals
• Tracking events
• Tracking virtual pageviews
• Ecommerce tracking
Easy for those of us who write code
Google Analytics User Conference 2013 #GAUC2013
Enquiry
Purchase
Booking
Donate
Google Analytics User Conference 2013 #GAUC2013
Enquiry
Purchase
Booking
Donate
Membership
Login
CommentWatch Video
Subscribe
Google Analytics User Conference 2013 #GAUC2013
Macro Micro
Purchase
Booking
Donate
Login
Comment
Watch Video
Enquiry
Membership
Subscribe
Google Analytics User Conference 2013 #GAUC2013
Macro Micro
Purchase
Booking
Donate
Login
Comment
Watch Video
Enquiry
Membership
Subscribe
Google Analytics User Conference 2013 #GAUC2013
• Messy tagging prevents analysis
• Email, e-mail, e mail, e_mail, E-Mail, EMail
Cleaning up campaign tags
Google Analytics User Conference 2013 #GAUC2013
Be Proactive
Google Analytics User Conference 2013 #GAUC2013
• Google Spreadsheets integration (Magic script)
• Pull data out of Google Analytics
• Use Excel, R, Python, Tableau etc.
What you can do
Google Analytics User Conference 2013 #GAUC2013
• Analyse long-term trends
• Cross reference with:
• Internal metrics (CRM, sales data)
• External metrics (population, weather)
• See Johann De Boer’s talk next!
Once data is out of GA...
Google Analytics User Conference 2013 #GAUC2013
Source: Skepchick.org, Bad Chart Thursday
Google Analytics User Conference 2013 #GAUC2013
Be Selective
Google Analytics User Conference 2013 #GAUC2013
• If data is not actionable, it’s not worth presenting
• Metrics suck without context/segmentation
Choosing the right data
#GAUC2013Google Analytics User Conference 2013 #GAUC2013
Fresh Fish Sold Here
#GAUC2013Google Analytics User Conference 2013 #GAUC2013
Fresh Fish SoldFresh Fish Sold Here
#GAUC2013Google Analytics User Conference 2013 #GAUC2013
Fresh Fish SoldFresh Fish
#GAUC2013Google Analytics User Conference 2013 #GAUC2013
Fresh FishFish
#GAUC2013Google Analytics User Conference 2013 #GAUC2013
Fresh FishFresh Fish
Google Analytics User Conference 2013 #GAUC2013
Be Pithy
Google Analytics User Conference 2013 #GAUC2013
• Use language your client/boss understands
• Tie back to business metrics + revenue
• HiPPOS understand revenue!
Writing analysis + recommendations
Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013
Yawn
Conversions for goal 6 (“email
signup”) increased by 25% during
the reporting period.
Geek-Speak
Google Analytics User Conference 2013 #GAUC2013
Email signups increased by 25%
this month, mostly due to the May 7
social media campaign.
Person-Speak
!
Google Analytics User Conference 2013 #GAUC2013
HiPPO-Friendly-Speak
!!!
Email signups increased by 25% this
month, with revenue increase of ~$13k.
This was due to the May 7 social media
campaign, which had a 7000% ROI.
Google Analytics User Conference 2013 #GAUC2013
Be Vivid
Google Analytics User Conference 2013 #GAUC2013
• Don’t make people work to understand your
data!
• Communicate it so your client, boss, CEO,
designer or Mum will understand.
Making your analysis engaging
Google Analytics User Conference 2013 #GAUC2013
TL;DR?
Google Analytics User Conference 2013 #GAUC2013
Google Analytics User Conference 2013 #GAUC2013
Google Analytics User Conference 2013 #GAUC2013
Source: InformationIsBeautiful.net
Google Analytics User Conference 2013 #GAUC2013
Source: DictionaryOfNumbers.com
Google Analytics User Conference 2013 #GAUC2013
Source: DictionaryOfNumbers.com
Google Analytics User Conference 2013 #GAUC2013
Source: GapMinder.org
Google Analytics User Conference 2013 #GAUC2013
• Be accurate
• Be proactive
• Be selective
• Be pithy
• Be vivid
Take-home actions
Google Analytics User Conference 2013 #GAUC2013
Thank you!

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Getting your Analysis Noticed

  • 1. Google Analytics User Conference 2013 Getting Your Analysis Noticed Michael Fridman
  • 2. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Taming the HiPPO (Highest Paid Person’s Opinion)
  • 3. Google Analytics User Conference 2013 #GAUC2013 If you’re in a plane crash, how likely are you to survive? <5% 5%+
  • 4. Google Analytics User Conference 2013 #GAUC2013 You are more likely to survive a plane crash than click on a banner ad Google Analytics User Conference 2013 #GAUC2013
  • 5. Google Analytics User Conference 2013 #GAUC2013 NO!!!
  • 6. Google Analytics User Conference 2013 #GAUC2013 People in plane crashes (USA:1983-2000) 53,487 0 54000 Survivors 51,207
  • 7. Google Analytics User Conference 2013 #GAUC2013 People in plane crashes (USA:1983-2000) 53,487 0 54000 Survivors 51,207 95.7% If you are in a plane crash, you are very likely to survive.
  • 8. Google Analytics User Conference 2013 #GAUC2013 Why does this meme spread? • Misleading • Pithy • Actionable • Real-life imagery
  • 9. Google Analytics User Conference 2013 #GAUC2013 Why does this meme spread? • Misleading • Pithy • Actionable • Real-life imagery How can we use this to get our analysis noticed?
  • 10. Google Analytics User Conference 2013 #GAUC2013 y u no implement my recommendations? TL;DR! they are ugly & not clearly actionable
  • 11. Google Analytics User Conference 2013 #GAUC2013 • Be accurate - do your homework • Be proactive - go beyond GA when needed • Be selective - choose actionable data • Be pithy - avoid geek-speak • Be vivid - use imagery + presentation Conversion Optimisation for Reports
  • 12. Google Analytics User Conference 2013 #GAUC2013 Be Accurate
  • 13. Google Analytics User Conference 2013 #GAUC2013 • Tracking goals • Tracking events • Tracking virtual pageviews • Ecommerce tracking Easy for those of us who write code
  • 14. Google Analytics User Conference 2013 #GAUC2013 Enquiry Purchase Booking Donate
  • 15. Google Analytics User Conference 2013 #GAUC2013 Enquiry Purchase Booking Donate Membership Login CommentWatch Video Subscribe
  • 16. Google Analytics User Conference 2013 #GAUC2013 Macro Micro Purchase Booking Donate Login Comment Watch Video Enquiry Membership Subscribe
  • 17. Google Analytics User Conference 2013 #GAUC2013 Macro Micro Purchase Booking Donate Login Comment Watch Video Enquiry Membership Subscribe
  • 18. Google Analytics User Conference 2013 #GAUC2013 • Messy tagging prevents analysis • Email, e-mail, e mail, e_mail, E-Mail, EMail Cleaning up campaign tags
  • 19. Google Analytics User Conference 2013 #GAUC2013 Be Proactive
  • 20. Google Analytics User Conference 2013 #GAUC2013 • Google Spreadsheets integration (Magic script) • Pull data out of Google Analytics • Use Excel, R, Python, Tableau etc. What you can do
  • 21. Google Analytics User Conference 2013 #GAUC2013 • Analyse long-term trends • Cross reference with: • Internal metrics (CRM, sales data) • External metrics (population, weather) • See Johann De Boer’s talk next! Once data is out of GA...
  • 22. Google Analytics User Conference 2013 #GAUC2013 Source: Skepchick.org, Bad Chart Thursday
  • 23. Google Analytics User Conference 2013 #GAUC2013 Be Selective
  • 24. Google Analytics User Conference 2013 #GAUC2013 • If data is not actionable, it’s not worth presenting • Metrics suck without context/segmentation Choosing the right data
  • 25. #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Fresh Fish Sold Here
  • 26. #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Fresh Fish SoldFresh Fish Sold Here
  • 27. #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Fresh Fish SoldFresh Fish
  • 28. #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Fresh FishFish
  • 29. #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Fresh FishFresh Fish
  • 30. Google Analytics User Conference 2013 #GAUC2013 Be Pithy
  • 31. Google Analytics User Conference 2013 #GAUC2013 • Use language your client/boss understands • Tie back to business metrics + revenue • HiPPOS understand revenue! Writing analysis + recommendations
  • 32. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013 Yawn Conversions for goal 6 (“email signup”) increased by 25% during the reporting period. Geek-Speak
  • 33. Google Analytics User Conference 2013 #GAUC2013 Email signups increased by 25% this month, mostly due to the May 7 social media campaign. Person-Speak !
  • 34. Google Analytics User Conference 2013 #GAUC2013 HiPPO-Friendly-Speak !!! Email signups increased by 25% this month, with revenue increase of ~$13k. This was due to the May 7 social media campaign, which had a 7000% ROI.
  • 35. Google Analytics User Conference 2013 #GAUC2013 Be Vivid
  • 36. Google Analytics User Conference 2013 #GAUC2013 • Don’t make people work to understand your data! • Communicate it so your client, boss, CEO, designer or Mum will understand. Making your analysis engaging
  • 37. Google Analytics User Conference 2013 #GAUC2013 TL;DR?
  • 38. Google Analytics User Conference 2013 #GAUC2013
  • 39. Google Analytics User Conference 2013 #GAUC2013
  • 40. Google Analytics User Conference 2013 #GAUC2013 Source: InformationIsBeautiful.net
  • 41. Google Analytics User Conference 2013 #GAUC2013 Source: DictionaryOfNumbers.com
  • 42. Google Analytics User Conference 2013 #GAUC2013 Source: DictionaryOfNumbers.com
  • 43. Google Analytics User Conference 2013 #GAUC2013 Source: GapMinder.org
  • 44. Google Analytics User Conference 2013 #GAUC2013 • Be accurate • Be proactive • Be selective • Be pithy • Be vivid Take-home actions
  • 45. Google Analytics User Conference 2013 #GAUC2013 Thank you!