ABI Conference 2015: Google Analytics
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Slides from Megan Horn's "Making Marketing Decisions Based on Data" presentation at #ABIcon15
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Semelhante a ABI Conference 2015: Google Analytics
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ABI Conference 2015: Google Analytics
- 1. MAKING MARKETING DECISIONS BASED ON DATA Megan Horn Marketing Specialist
- 2. AGENDA • Setting goals • Campaign tracking • Slicing n’ dicing data • A/B testing • Reporting
- 3. GOALS
- 4. GOAL SETTING • Should align with business goals • It all starts with your website • What does success look like? • What do you want users to do? – Fill out a form – Call – Download something – Visit # of pages – Buy something
- 5. GOAL TRACKING If you don’t know your goals, you can’t track them
- 6. THAT’S SO TWEETABLE! If you don’t know your goals, you can’t track them. #abicon15 @FarReach @IowaABI @MeganHorn
- 7. EVENTS VS. GOALS • Goals = conversions • Events = other things you want to track • Goals can be made up of events
- 9. GOOGLE UTM URLS • Core elements: – URL – Campaign Name – Campaign Medium – Campaign Source
- 10. CAMPAIGN REPORT • Reporting – Acquisition • Campaigns • See important stats for each campaign • Use this information to adjust marketing
- 12. SETTING UP CAMPAIGNS • Search “Google UTM Builder” • No official setup in Google Analytics • When you (or others) use UTM URLs, it shows up • Stay consistent for the best results
- 13. SLICE N’ DICE
- 14. SEGMENTS • Virtually limitless ways to break down data • Choose from Google’s included segments • Create your own • Save for later use
- 15. OTHER FUN TOOLS • Secondary dimensions • Content grouping • Filters
- 16. A/B TESTING
- 17. TIME-BASED EXPERIMENTS • Have version A live for 1 month • Change to version B for another month • Compare results
- 18. GOOGLE ANALYTICS EXPERIMENTS • Easily test variations of a page • Might require a developer’s help, depending on your skill level
- 20. UTM URLS • Create a campaign • Use different source/medium to track results • Not as statistically valid as experiments
- 21. REPORTING
- 22. DASHBOARDS • Add widgets to track just about anything • Click “Add to Dashboard” at the top of any report • Save for quick access • Share with your team
- 23. SCHEDULED REPORTS • Automatically email reports • Click “email” at the top of any report • Schedule daily, monthly, weekly, quarterly
- 24. RESOURCES
- 28. GOOGLE ANALYTICS FOR MARKETERS http://goo.gl/VoL74c
Notas do Editor
- Tabs open: Google Analytics - 4BV0biMD208@ - Oct 9-today Google Tag Manager URL builder: https://support.google.com/analytics/answer/1033867?hl=en UTM spreadsheet (https://docs.google.com/spreadsheets/d/1wEBngOhiKkSwOfRaHI0udeCLsul0ezP1b47H52kemSk/edit?usp=sharing)
- That was super tweetable—we should tweet that.
- Segment< FR Blog Organic Allows me to look at traffic that didn’t organically find one of our blog posts
- Keyword<organic; secondary dimension is landing page Can see landing pages and keywords together Content grouping: site content<all pages<content grouping = services Filters – admin<filters
- A lot of factors can come into play like seasonality that can skew the results.
- Dashboard<IASourceLink Webinar
- Show