2. WEB ANALYTICS BOOTCAMP
Junio 25 – 28 2012
Bogotá
Jorge Quiroga
Digital Marketing Strategist
Google Web Analytics Guru
jorgequiroga@google.com
twitter: jorgeAquiroga
#googleanalyticsbogota
www.latamdigital.com
Google Confidential and Proprietary
3. ¡Bienvenidos!
• Propósito: formar gurús de Google Analytics en cada una de las agencias de
publicidad, centrales de medios, creativas, digitales, etc…
• Esto no es una conferencia ¡es un bootcamp!
• Felicidad = que cada uno de ustedes pueda tomar y pase el Google
Analytics Individual Qualification Exam
• Felicidad = que cada uno de ustedes
tenga un proyecto de Analytics con un
cliente y se vuelvan el/la líder de analytics en
sus empresas
• ¿Expectativas?
• Sitio DEMO
3 Google confidential Google Confidential and Proprietary
4. Web Analytics 2.0
Jorge Quiroga
Digital Marketing Strategist
Google Web Analytics Guru
Google Confidential and Proprietary
21. ¿Sorprendido con la falta de éxito?
• Están midiendo sólo clicks
• Intentando encontrar información valiosa con datos agregados
• Con datos que sólo están midiendo lo que USTEDES están
haciendo
• Y resolviendo el problema para los mimos
Google Confidential and Proprietary
23. Web Analytics 1.0
Clickstream
Insights
Insights
Google Confidential and Proprietary
24. Web Analytics 2.0
Qué pasó
Clickstream
Análisis por que tanto
objetivos
Experimentos y
Pruebas por qué
La Voz del
usuario
qué más
Inteligencia
Competitiva
lo que
Insights
Insights
buscamos
Google Confidential and Proprietary
32. Visión 360
Google Confidential and Proprietary 32
33. Seguimiento de campañas offline
Photo: http://flickr.com/photos/36824782@N00/93740004 Google Confidential and Proprietary 33
34. Utilizamos “Vanity URLs”
www.misitio.com/MySale
Redirige a
http://www.misitio.com/landingpage.html?
utm_source=impreso&utm_medium=ad&utm_campaig
n=Oferta+ElTiempo+Ene+2011&utm_content=Aviso
+Full+Página
Dimension Valor
Source Impreso
Medium Ad
Campaign Oferta ElTiempo Ene 2011
Ad Content Aviso Full Página
Google Confidential and Proprietary 34
36. Seguimiento de Objetivos (Conversiones)
1. Aumentan Ingresos
2. Disminuyen Costos
3. Aumentan la satisfacción del cliente y/o su lealtad
Google Confidential and Proprietary 36
37. Conectando Objetivos de negocio con
Objetivos de Web Analytics
Google Confidential and Proprietary 37
55. Experimento sobre el Botón Donaciones
Never
Signed Up, Previously
Variations Signed Up
Never Donated
Donated
0.0%
0.0%
0.0%
+2.3%
+27.8%
+16.3%
-27.8%
N/A
N/A
+15.2%
-24.6%
+11.9%
+8.5%
+2.9%
+18.4%
Google Confidential and Proprietary
56. LA VOZ
DEL
USUARIO
Google Confidential and Proprietary 56
57. Tres preguntas claves
1. “¿Por qué está aquí?”
2. “¿Pudo lograr su objetivo con esta visita?”
3. “Si no logró su objetivo ¿por qué fue?”
Google Confidential and Proprietary 57
58. Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no?
Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieran
Sí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poder
Si, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahora
Desesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entonces
Sí, me encanta, ahora, si tan solo, yo, yo, hagan esto por mi, y ahora
Si, no, esto, y ahora, lo otro, dónde está, por qué no, me encanta
Sí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora
Google Confidential and Proprietary 58
59. Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no?
Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieran
Sí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poder
Si, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahora
Desesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entonces
Sí, me encanta, ahora, si tan solo, yo, yo, que idiotez, y ahora
Si, no, esto, y ahora, lo otro, dónde está, por qué no, me encanta
Sí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora
Google Confidential and Proprietary 59
63. Web Analytics 2.0
Google
analytics
Clickstream google
3 analytics
Análisis por
objetivos 2 google
website
Experimentos y optimizer
Pruebas 4
La Voz del SURVEY
usuario MONKEY
1
Inteligencia
Competitiva
¿mala
memoria?
5
Insights
Insights usted
Google Confidential and Proprietary
67. Taller
a. Análisis por Objetivos
a. ¿Cuales son los objetivos con este site?
b. ¿Qué métricas definirián para medir el cumplimiento de
los objetivos?
c. ¿Está alineada la estructura del site con los objetivos?
d. ¿Cuales son las diferentes audiencias que puede tener
el site y cuales serían los objetivos de cada una?
b. Experimentación y Pruebas
a. ¿Cómo diseñaría un experimento para este site? (Tipo
de experimento, variaciones y métricas)
c. La voz del usuario
a. ¿Cuales son las tres preguntas que le haría a sus
visitantes?
d. Inteligencia Competitiva
a. ¿Qué métricas quisieran ver de inteligencia
competitiva?
b. ¿Qué decisiones tomaría con estas métricas?
Google Confidential and Proprietary
67
68. Key milestones
50% of the top 1,000 sites* has Google Analytics installed
Google Analytics v2
Moving analytics from the
Google Analytics v4 Google Analytics v5
backroom to the boardroom
Making analytics more Faster access to insight
intelligent
Google Analytics v1
Democratizing
advanced analytics to Google Analytics v3
the masses Making accessible Google Analytics Premium
enterprise features to Closed pilot launches
everyone
Google buys Urchin
Software
Google Analytics Premium
Open to the public!
2005 2007 2008 2009 2011
Re-design Custom Reports Multiple dashboards
Pervasive use Advanced Segments Events as goals
*Source: Alexa
Term cloud visualization Internet Inc.
Google Confidential and Proprietary
Google confidential
69. A tool for answering business questions
How are users
engaging
with my site?
How can I make my marketing
campaigns more effective &
accountable?
Am I creating
effective content?
Where and why are visitors
abandoning my shopping
cart?
Google Confidential and Proprietary
Google confidential *
70. An intuitive and powerful tool
Clean, simple
interface leads to a
short learning curve
and wide-spread use
throughout an
organization.
Dynamic help
content to guide users
to an accurate
understanding of what
they’re looking at.
Advanced analysis
functions at your
fingertips.
Google Confidential and Proprietary
Google confidential *
73. Custom reporting
Custom Reports allow you to create reports showing exactly the
information you want to see.
Google Confidential and Proprietary
Google confidential
74. Easy AdWords reporting integration
Link up AdWords and Analytics for more robust campaign reporting
Google Confidential and Proprietary
Google confidential
75. Custom campaign tracking
Easily tag campaigns to track all online media consistently
Google Confidential and Proprietary
Google confidential
77. Custom dashboards
Google Confidential and Proprietary
Google confidential
78. Goal tracking & eCommerce reporting
Track goals, transactions and valuable visitor activities
Google Confidential and Proprietary
Google confidential
79. Event tracking
Track user engagement within a webpage
Google Confidential and Proprietary
Google confidential *
80. Visitors and goal flow
Visualize how users navigate through your site and your goal
paths
Google Confidential and Proprietary
Google confidential
83. Responding to customer feedback
Why we developed GA Premium
I have a complex site that
I need reassurances my
gets lots
data is accurate and up- I want to see
of traffic and need a great
to-date and export unsampled
implementation that
and the UI is data.
supports my
always available.
hit volume.
Google Confidential and Proprietary
Google confidential
84. What is it?
More Data, guarantees service and world class support - all for an
annual flat rate of $150K
Advanced
analysis tools
Processing Dedicated
power support
SLAs
Google Confidential and Proprietary
Google confidential
85. More processing power
Collect and analyze more data with the guarantee that metrics are
processed multiple times a day, without data sampling
Accelerated Lifted Data Unsampled
Reporting:Data fresh Limits:Lifted data Reports:Access
in the UI to 4 hours collection limits of significantly larger
on standard reports up to 1 billion hits data volumes
per month directly from GA
Google Confidential and Proprietary
*
Google confidential
86. Service level agreements & contract
Site activity will be reliably recorded and available at all times. We
guarantee uptime, and we’ll compensate if we don’t deliver.
SLA on collection: 99.9% in Guarantees on reporting: 99%
any calendar month in any calendar month
Google Confidential and Proprietary
*
Google confidential
87. Dedicated service & support
Account management and technical support ensure customers
get maximum value from Google Analytics. Our support package
has four parts:
A dedicated Implementation Ongoing
account Specialists audit Technical Training is
manager is existing Google Support via provided for
assigned to Analytics email or phone.
marketers,
coordinate with Installations or 24/7 support is
business
internal create available for
resources and critical issues. analysts and
implementation technical staff,
ensures service
guides from customized to
satisfaction.
scratch. the client’s
needs.
Google Confidential and Proprietary
*
Google confidential
91. Improved access control lists
More flexible and granular controls
Google Confidential and Proprietary
Google confidential
92. Premium vs. Free
Key Differences
Free Version Premium
Greater Data Processing More Data Monthly Hits 10 million per month 1 billion+ per month
Sampling Limit 500,000 visits 50 million visits
Data Freshness 24 hours 4 hours or less
Profile Limit 50 100+
Rows Available for Export 50,000 (in UI) 1,000,000 (for download)
Flexible and Attribution Modeling n/a
Customizable Reporting
✔
Features
More Custom Variables 5 50
24/7 World Class Support Implementation Review and n/a ✔
Services
Dedicated Account n/a ✔
Management
Technical Support Help n/a ✔
Desk
Service Level Agreements Reporting n/a 99%
Data Collection n/a 99.9%
Processing Time n/a Within 4 hours, 98% of the
time
Google Confidential and Proprietary
Google confidential
95. Standard Google Analytics Snippet
_setAccount() Sets the web property ID
_trackPageview() Sends info to servers
95 Google Confidential and Proprietary
96. Subdomain Tracking
Purpose
To track multiple subdomains (i.e. ‘www’ or ‘shop’) across one
domain
_setAccount() Sets the web property ID
_trackPageview() Sends info to servers
_setDomainName() Sets the domain hash
96 Google Confidential and Proprietary
97. Cross domain Tracking
Purpose
To track one visitor across multiple domains
_setAccount() Sets the web property ID
_trackPageview() Sends info to servers
_setDomainName() Sets the domain hash
_setAllowLinker() Tells GA to look for cookies
_link() OR linkByPost() Appends cookies to URL
97 Google Confidential and Proprietary
98. Virtual Pageviews
Purpose
To track non-pageload events OR to rename the URL
_trackPageview Tells GA how to report the
pageview
98 Google Confidential and Proprietary
99. Event Tracking
Purpose
To gather additional reporting for non-pageview events
_trackEvent Sends info to Servers
category Required field
action Required field
Label, value and interaction Optional fields
99 Google Confidential and Proprietary
100. GA UI Overview +
Implementation Guide
http://goo.gl/HhyX8
Google Confidential and Proprietary