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Dr. Ahmed Gomaa IMC Weekend Sessions . West Virginia University Google Analytics 101 For Marketers  
Analytics
Who is your visitor?
How did your visitor find you?
Segmentation
Goals
Online is the heart of any big campaign Online Digitization of other media is taking place Digitization of other media is ...
Content <ul><li>01   An overview of Google Analytics </li></ul><ul><li>02   Who is your Visitor. </li></ul><ul><li>03   Ho...
Analytics Framework Google Analytics Google Analytics GWO -  Surveys Compete.com You! GWO -  Surveys
<ul><li>Analytics summarizes the activities that occurred on your site, starting from how your visitors found you till the...
 
 
Cookies Is a small amount of text data given to a web browser by a web server. The data is stored on a user's hard drive a...
Impression <ul><li>Is a display of a referral link or advertisement on a web page. </li></ul>
Click  ≠ Page View <ul><li>Click </li></ul><ul><li>Is a single instance of a user following a hyperlink from one page in a...
CTR ≠ Conversion <ul><li>Click-through Rate </li></ul><ul><li>(CTR) The number of times an ad/link is clicked on, divided ...
Visit =  Unique Session <ul><li>Visits   </li></ul><ul><li>The number of times your visitors has been to your site ( uniqu...
KPI <ul><li>A  performance indicator  or  key performance indicator  ( KPI ) is a measure of performance  </li></ul>
Source: Online Google Presentation
Create New Account www.google.com/analytics
Insert Site information
Insert Contact Information
Copy and Paste on every page
Dashboard
Dashboard
Intelligence
Who is your visitor?
Date Range
Visitors Overview
Benchmarking
Map Overlay
New Versus Returning
Mobile
Visualization
How did your visitor find you?
Traffic Source Overview
Direct Traffic
Search Engines
Adwords Campaigns
Content
Segmentation
Default Segments
Segmentation
Segmentation
Advanced Segments Dimensions = Rows , Metrics = Columns
Advanced Segments ( Report)
Goals
Goals <ul><li>Goals are specific strategies you'll leverage to accomplish your business objectives. </li></ul><ul><li>Your...
Goal Framework Source: Avinash  Kaushik  Blog
Setup Goal
Goal Types – URL Destination
Goal Types – Time on Site
Goal Types – Pages/ Visit
Goal Sample report Source: Avinash  Kaushik  Blog
Ahmed Gomaa, PhD iMediaStreams, LLC [email_address] www.imediastreams.com
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Google Analytics 101 for marketers -

This session is designed for those who are new to Google Analytics and are interested in learning how to use it to better understand and improve their digital presence. You will learn how to set up an account and understand basic terminology, as well as how visitors found your site and what they did while they were there. You’ll get some information about their location, their languages and their loyalties, and you’ll also learn to segment your visitors and measure whether your site achieved its goals. The slides shows how to gain insights on sites with more than 2 Million unique visitors monthly.

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Google Analytics 101 for marketers -

  1. 1. Dr. Ahmed Gomaa IMC Weekend Sessions . West Virginia University Google Analytics 101 For Marketers  
  2. 2. Analytics
  3. 3. Who is your visitor?
  4. 4. How did your visitor find you?
  5. 5. Segmentation
  6. 6. Goals
  7. 7. Online is the heart of any big campaign Online Digitization of other media is taking place Digitization of other media is taking place Mobile
  8. 8. Content <ul><li>01 An overview of Google Analytics </li></ul><ul><li>02 Who is your Visitor. </li></ul><ul><li>03 How did your visitor found you. </li></ul><ul><li>04 Segmentation. </li></ul><ul><li>05 Goals. </li></ul>Analytics Overview
  9. 9. Analytics Framework Google Analytics Google Analytics GWO - Surveys Compete.com You! GWO - Surveys
  10. 10. <ul><li>Analytics summarizes the activities that occurred on your site, starting from how your visitors found you till the moment they left your site. </li></ul>
  11. 13. Cookies Is a small amount of text data given to a web browser by a web server. The data is stored on a user's hard drive and is returned to the specific web server each time the browser requests a page from that server.
  12. 14. Impression <ul><li>Is a display of a referral link or advertisement on a web page. </li></ul>
  13. 15. Click ≠ Page View <ul><li>Click </li></ul><ul><li>Is a single instance of a user following a hyperlink from one page in a site to another. </li></ul><ul><li>Page view </li></ul><ul><li>Is the number of page views for your site. </li></ul>
  14. 16. CTR ≠ Conversion <ul><li>Click-through Rate </li></ul><ul><li>(CTR) The number of times an ad/link is clicked on, divided by the number of impressions it receives. For example, if an ad is shown 20 times and receives 3 clicks, the click-through rate is 3/20, or 15% </li></ul>
  15. 17. Visit = Unique Session <ul><li>Visits </li></ul><ul><li>The number of times your visitors has been to your site ( unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session. </li></ul><ul><li>Session </li></ul><ul><li>A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. </li></ul>
  16. 18. KPI <ul><li>A performance indicator or key performance indicator ( KPI ) is a measure of performance </li></ul>
  17. 19. Source: Online Google Presentation
  18. 20. Create New Account www.google.com/analytics
  19. 21. Insert Site information
  20. 22. Insert Contact Information
  21. 23. Copy and Paste on every page
  22. 24. Dashboard
  23. 25. Dashboard
  24. 26. Intelligence
  25. 27. Who is your visitor?
  26. 28. Date Range
  27. 29. Visitors Overview
  28. 30. Benchmarking
  29. 31. Map Overlay
  30. 32. New Versus Returning
  31. 33. Mobile
  32. 34. Visualization
  33. 35. How did your visitor find you?
  34. 36. Traffic Source Overview
  35. 37. Direct Traffic
  36. 38. Search Engines
  37. 39. Adwords Campaigns
  38. 40. Content
  39. 41. Segmentation
  40. 42. Default Segments
  41. 43. Segmentation
  42. 44. Segmentation
  43. 45. Advanced Segments Dimensions = Rows , Metrics = Columns
  44. 46. Advanced Segments ( Report)
  45. 47. Goals
  46. 48. Goals <ul><li>Goals are specific strategies you'll leverage to accomplish your business objectives. </li></ul><ul><li>Your business objective would be the answer to the question: &quot;Why does your website exist? &quot; or &quot;What are the three most important priorities for your site?&quot; </li></ul>
  47. 49. Goal Framework Source: Avinash Kaushik Blog
  48. 50. Setup Goal
  49. 51. Goal Types – URL Destination
  50. 52. Goal Types – Time on Site
  51. 53. Goal Types – Pages/ Visit
  52. 54. Goal Sample report Source: Avinash Kaushik Blog
  53. 55. Ahmed Gomaa, PhD iMediaStreams, LLC [email_address] www.imediastreams.com

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