(Re)discover Google Analytics Standard. See how to get creative with your data analysis, presented by Jesse Nichols, Partner Program Manager for Google Analytics.

1. Crea%ve
Analysis
with
Google
Analy%cs
October
25th,
2011
Jesse
Nichols
Partner
Program
Manager,
Google
Analy%cs
1 Google confidential

2. 1
(re)
Introduc%on
to
analysis
2
Segments,
simplified
3
Analysis
made
easy
by
a
tool
built
for
discovery
2 Google confidential

3. (re)
Introduc%on
to
analysis
3 Google confidential

4. Analysis
“Business
Analy8cs:
the
con%nuous
itera%ve
explora%on
and
inves%ga%on
of
past
business
performance”
-­‐Hans
Peter
Luhn
IBM,
1958
“…
in
order
to
pass
judgment
on
business
decisions
and
make
beVer
decisions
in
the
future.”
-­‐
Me,
just
to
be
clear
4 Google confidential

5. Analysis
requires
goals
Judgment
needs
a
bar
against
which
to
measure
5 Google confidential

6. Goals
don’t
exist
in
a
vacuum
Measure
the
influencers
to
the
point
of
diminishing
returns
6 Google confidential

7. Why
should
we
measure
all
that?
Conversion
rate
=
10%!
Failure
rate
=
90%
7 Google confidential

8. Nuances
complete
the
story
Actual
Performance
Metric
Key
Performance
Indicators
• Sales
Lead
• Revenue.
•
•
Membership
Content
sharing
• Task
comple%on
Performance
Influencers
• Product
interac%on
• Key
pages
or
func%ons
• Videos
or
“media
investments”
• Ease
of
conversion
process
• Website
layout
/
design
8 Google confidential

9. Great
Analysis
Discovering
ever
more
informa8ve
segments
within
your
data
Segment
=
A
subset
with
one
thing
in
common
Advanced
Segment
=
A
subset
with
two
things
in
common
Really
Advanced
Segments
=
An
extremely
specific
subset
Which
of
my
social
efforts
drive
more
new
members
on
the
west
coast,
and
does
it
maVer
if
they
arrive
in
the
morning
or
evening?
9 Google confidential

10. Segments,
simplified
10 Google confidential

11. 11 Google confidential

12. Defining
Characteris%cs
What
characteris8cs
can
a
group
have
in
common?
Ac%ons
(metrics)
Visitor
Visit
Characteris%cs
Characteris%cs
12 Google confidential

13. Rela%onship
to
conversions
1
converters
2
pre-­‐converters
3
blocked
converters
4
never-­‐intended-­‐to
converters
5
have-­‐their-­‐own-­‐defini%on-­‐of
converters
13 Google confidential

14. Analysis
made
easy
with
a
tool
built
for
discovery
14 Google confidential

15. “…
grant
me
the
serenity
to
accept
the
things
I
can’t
change,
the
courage
to
change
the
things
I
can,
and
the
wisdom
to
know
the
difference.”
1. What
is
in
my
control
to
change?
2. What
am
I
willing
to
change?
3. What
is
the
expected
impact
of
a
change?
15 Google confidential

16. Search
16 Google confidential

17. Social
17 Google confidential

18. Landing
Pages
18 Google confidential

19. Campaigns
19 Google confidential

20. Geography
20 Google confidential

21. Ques%ons?
21 Google confidential