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Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google
1. Opportunities in Numbers
Swimming through the primordial soup of data
Beth Liebert
Google Analytics Product Manager
Google Confidential and Proprietary 1
5. The Web Analytics Challenge
Questions & Numbers: Yes
Answers & Insights : No
Google Analytics Master Class 2010 #gamc
6. Data Rich, Information Poor
Campaign Tagging Cost Data Link
Daily Visitors Organic traffic
Content by title
Visitor Loyalty Time on Site Domains
Regex Filters Account Mangemen
Launguage
Browser and Platform Multiple Variables
SiteCPC Clicks
User Defined
Java Enabled Overlay Keywords
% Returning
GoalSite ComparisonPath
Visitors
1
Reverse Goal
Benchmarking
Depth of Visit Content Drilldown Motion Charts
Pages/Visit Advanced Segments
Funnel Visualization
Browser and Platform Multiple Varia
Map Overlay Dashboard Java Enabled Site Overlay
Annotations ROI
Mobile traffic Custom Reports Goal
Tracking Date ComparisonTracking Reverse Goal Path
Pages/Visit
Event Tracking Source/Medium
Referrers Pie Charts Advanced Segments
Custom Reports Source/Medium
Pivot Tables Operating System
Google Analytics Master Class 2010 #gamc
8. Defining Goals: How do you measure success?
Primary Goals
E-Commerce Non-Profit
Completed orders Visits with donations
Content Sharing Blog
Visits with uploads Feed subscribers
Google Analytics Master Class 2010 #gamc
10. Primary Goals + Your Opportunity
Primary goal
How do you measure success here?
conversions
Google Analytics Master Class 2010 #gamc
11. Different Visits, Different Purposes
% completed
orders
bounced
abandoned
checkout Why?
support
account Were users able to find
signup the right contact info?
product
What influenced users to
research signup for accounts?
Are users engaged with the content?
Google Analytics Master Class 2010 #gamc
12. How do you measure success?
Primary & Secondary Conversions
E-Commerce Non-Profit
Completed orders Visits with donation
+ product research + volunteer signups
+ account signups + brochure downloads
+ calls to support + visits to events pages
Content Sharing Blog
Visits with uploads Feed subscribers
+ premium signups + visits with comment
+ pages / visit + ad clicks
+ referrals from twitter + uplift in clicks to main site
Google Analytics Master Class 2010 #gamc
15. How can I measure goals using Google Analytics?
E-Commerce
Completed orders
+ product research
+ account signups
+ clicks to support
Google Analytics Master Class 2010 #gamc
16. Setting Goals in Google Analytics
Edit Profile > Goals
Google Analytics Master Class 2010 #gamc
17. Different Goal Types in Google Analytics
Google Analytics Master Class 2010 #gamc
25. Now I know where to dig deeper
Goal: “Visited > 4 pages”
Google Analytics Master Class 2010 #gamc 25
26. Ah-ha!
Most visits never get
past the first page!
Google Analytics Master Class 2010 #gamc 26
27. Show me the biggest opportunities for improvement
Google Analytics Master Class 2010 #gamc 27
28. Once you’ve pinpointed the problem,
dig deeper with segments
Google Analytics Master Class 2010 #gamc
29. Dig Deeper & Segment
Google Analytics Master Class 2010 #gamc 29
30. This page doesn’t seem so bad, right?
Google Analytics Master Class 2010 #gamc 30
31. Overall traffic only answers overall questions
EL PF UL
NO TH
Google Analytics Master Class 2010 #gamc 31
32. Dig Deeper: Create a segment
High Bounce Rate: Search Page
Google Analytics Master Class 2010 #gamc 32
33. Dig Deeper: Create a segment
High Bounce Rate: Search Page
High Bounce Rate: Search Page
Google Analytics Master Class 2010 #gamc 33
34. Segment applied: BAM!
Nearly all the bouncing
visits to the search page
are from blogger!
Google Analytics Master Class 2010 #gamc 34
35. Is this what bloggers are looking for?
Google Analytics Master Class 2010 #gamc 35
36. Target that landing page to your segment
Google Analytics Master Class 2010 #gamc 36
37. The evolution of analysis
Am I selling stuff?
How many users visit more than 4 pages?
How does that compare to last month? To my competition?
Which landing pages should I focus on improving first?
Response: Target my landing page to bloggers
Google Analytics Master Class 2010 #gamc