From Analytics to Analysis to Action - GA Event, San Francisco 2011

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Take it from Analytics to Analysis to Action with the new and improved Google Analytics features, alerts, custom reports and dashboards.

Tecnologia Negócios

Impressive, Improved
Features in V5
All
Standard
Features
-‐
Premium
Not
Required

3

The Power is
Not on by Default
Finding
Ac;onable
Insight
Requires
Advanced
Setup

4

Overview
Imp
rove
d!
1 Intelligence Events
Imp
rove
d!
2 Custom Reports
New
!
3 Dashboards

5

Start with Business Question
• What creative is/isn’t working in our ads?
• What email promotions are best?
• Is our investment in social paying off?
• Who is/isn’t converting?
• Why don’t people sign-up/buy?
• What are the best/worst performing campaigns?
• Where should I invest more/less?
• What pages/steps are/aren’t performing?
• Is our site working???

6

1 Intelligence Events

2 Custom Reports
3 Dashboards

7

Intelligence Events

Manual Analysis Automated Analysis
• Date Range Comparison • Intelligence Report
• Advanced Segments Vs. • Alerts
• Dimension Drilling

8

Intelligence Events

i Immediate Attention Needed
• Drop/Spike in Goal Conversions
• Drop/Spike in Orders
• Drop/Spike in Specific Traffic Sources
• Drop/Spike in Bounce Rate
• Drop/Spike in 404s
• Analytics Tracking Code Issues
• Code Breaks/Site Errors

9

Intelligence Events

Reports
Daily (Larger)

Weekly

Monthly (Smaller)

10

Intelligence Events

Automatic Alerts

What
Changed?
Efficient way to sort
through what changed

11

Intelligence Events

Custom Alerts

Don’t wait until you
have time to get to
the Data.

Make it come to
you!

12

Intelligence Events

Manage Custom Alerts

Create
New Alert

13

Intelligence Events
Create a Custom Intelligence Alert

You Deserve a Vacation
Automatically Notify
Someone in Your Absence

14

Intelligence Events

Trafﬁc Trafﬁc
Spike Drop

15

1 Intelligence Events

2 Custom Reports
3 Dashboards

16

Custom Reports

Top Sources
Custom View of Top
Online Marketing
Channels with
essential KPIs

Channel
Underperforming

17

Custom Reports

Top Sources
Display Drill-In

Insight:
Pause Display Campaigns

Extreme
Bounce Rates

18

Overview

1 Intelligence Events

2 Custom Reports
3 Dashboards

19

Dashboards
Analytics

Content
Connected
Marketing
Local* Email Twitter Dashboard

External
Sites Blog Website Facebook YouTube
(Articles/
Dir.)

Legend

Non-Paid Paid Good
Search Search PR

Acceptable

Bad

Not Analyzed

20

Dashboards

Unique views of
Analytics Data
• Completely
Custom
• By
Role
• By
Channel
• Big
Picture
-‐-‐>
Drill-‐in
• Helps
share

21

Dashboards

SEO Dashboard

• KPIs
• Trends

Extreme
Bounce Rates

Insight:
Euro LP & Forum Needs Review

22

Dashboards
Commerce Dashboard

• AOV & Revenue KPIs
• Trends

Looks Good!

23

Dashboards
Email Marketing Dashboard
Extra
Processing
Power

• KPIs
• Revenue Impact
• Trends
• Campaign Performance
• LP Performance
• By Country

Insight:
ʻSave One Week
Onlyʼ Best Promo

24

Key Takeaways

1 Intelligence Events
Good
and
Bad
News
alerts
-‐
Make
the
Data
Come
to
You!
(Makes
going
on
Vaca;on
Easier)

2 Custom Reports
Save
Time.
Create
reports
that
contain
EXACT
informa;on
that
stakeholders
need.

3 Dashboards
Repor;ng
Suite
you
always
wanted
in
GA.
Share
Focused
Analy;cs
View
with
Others!

25

Questions?

Kayden Kelly
Managing Director

Email: kayden@blastam.com
Twitter: @kaydenkelly

26

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From Analytics to Analysis to Action - GA Event, San Francisco 2011

2. How do I get to Actionable Insight? 2

3. Impressive, Improved Features in V5 All Standard Features -‐ Premium Not Required 3

4. The Power is Not on by Default Finding Ac;onable Insight Requires Advanced Setup 4

5. Overview Imp rove d! 1 Intelligence Events Imp rove d! 2 Custom Reports New ! 3 Dashboards 5

6. Start with Business Question • What creative is/isn’t working in our ads? • What email promotions are best? • Is our investment in social paying off? • Who is/isn’t converting? • Why don’t people sign-up/buy? • What are the best/worst performing campaigns? • Where should I invest more/less? • What pages/steps are/aren’t performing? • Is our site working??? 6

7. 1 Intelligence Events 2 Custom Reports 3 Dashboards 7

8. Intelligence Events Manual Analysis Automated Analysis • Date Range Comparison • Intelligence Report • Advanced Segments Vs. • Alerts • Dimension Drilling 8

9. Intelligence Events i Immediate Attention Needed • Drop/Spike in Goal Conversions • Drop/Spike in Orders • Drop/Spike in Specific Traffic Sources • Drop/Spike in Bounce Rate • Drop/Spike in 404s • Analytics Tracking Code Issues • Code Breaks/Site Errors 9

10. Intelligence Events Reports Daily (Larger) Weekly Monthly (Smaller) 10

11. Intelligence Events Automatic Alerts What Changed? Efficient way to sort through what changed 11

12. Intelligence Events Custom Alerts Don’t wait until you have time to get to the Data. Make it come to you! 12

13. Intelligence Events Manage Custom Alerts Create New Alert 13

14. Intelligence Events Create a Custom Intelligence Alert You Deserve a Vacation Automatically Notify Someone in Your Absence 14

15. Intelligence Events Trafﬁc Trafﬁc Spike Drop 15

16. 1 Intelligence Events 2 Custom Reports 3 Dashboards 16

17. Custom Reports Top Sources Custom View of Top Online Marketing Channels with essential KPIs Channel Underperforming 17

18. Custom Reports Top Sources Display Drill-In Insight: Pause Display Campaigns Extreme Bounce Rates 18

19. Overview 1 Intelligence Events 2 Custom Reports 3 Dashboards 19

20. Dashboards Analytics Content Connected Marketing Local* Email Twitter Dashboard External Sites Blog Website Facebook YouTube (Articles/ Dir.) Legend Non-Paid Paid Good Search Search PR Acceptable Bad Not Analyzed 20

21. Dashboards Unique views of Analytics Data • Completely Custom • By Role • By Channel • Big Picture -‐-‐> Drill-‐in • Helps share 21

22. Dashboards SEO Dashboard • KPIs • Trends Extreme Bounce Rates Insight: Euro LP & Forum Needs Review 22

23. Dashboards Commerce Dashboard • AOV & Revenue KPIs • Trends Looks Good! 23

24. Dashboards Email Marketing Dashboard Extra Processing Power • KPIs • Revenue Impact • Trends • Campaign Performance • LP Performance • By Country Insight: ʻSave One Week Onlyʼ Best Promo 24

25. Key Takeaways 1 Intelligence Events Good and Bad News alerts -‐ Make the Data Come to You! (Makes going on Vaca;on Easier) 2 Custom Reports Save Time. Create reports that contain EXACT informa;on that stakeholders need. 3 Dashboards Repor;ng Suite you always wanted in GA. Share Focused Analy;cs View with Others! 25

26. Questions? Kayden Kelly Managing Director Email: kayden@blastam.com Twitter: @kaydenkelly 26

From Analytics to Analysis to Action - GA Event, San Francisco 2011

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