The dish on digital - Alyson Murphy
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The dish on digital - Alyson Murphy

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When you are just starting out or when data isn't your primary focus, it can be hard to know where to start. This presentation outlines how to get off the ground and get the most out of your time.

When you are just starting out or when data isn't your primary focus, it can be hard to know where to start. This presentation outlines how to get off the ground and get the most out of your time.

More in: Technology , Business
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  • A big thank you to Jen Lopez for helping with the social section. For more information on Social Measurement, check out her deck. http://www.slideshare.net/jennifersablelopez/the-ins-outs-of-testing-social-lots-of-tools
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  • 1. The Dish on Data Alyson Murphy @Moz @AlysonMurphy
  • 2. At Moz we create inbound marketing software @AlysonMurphy
  • 3. All of your data in one place @AlysonMurphy
  • 4. In easy reports @AlysonMurphy
  • 5. To help you do better marketing @AlysonMurphy
  • 6. Let’s talk about data @AlysonMurphy
  • 7. You have data @AlysonMurphy
  • 8. A lot of data @AlysonMurphy
  • 9. But where to start Let’s just start digging! @AlysonMurphy
  • 10. You look at stuff @AlysonMurphy
  • 11. And more stuff @AlysonMurphy
  • 12. And get lost @AlysonMurphy
  • 13. And more lost @AlysonMurphy
  • 14. Then the question… What should I look at? @AlysonMurphy
  • 15. Start simple… Track a couple of things well @AlysonMurphy
  • 16. How to start simple What matters to your company? @AlysonMurphy
  • 17. At the end of the day, You want your work to make the greatest impact. @AlysonMurphy
  • 18. Map out how your company is profitable Make more $ Earn more money Earn more new customers Cut Cost Earn more from existing customers Try to measure these basics to start @AlysonMurphy
  • 19. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  • 20. Let’s get to work @AlysonMurphy
  • 21. Setup of Google Analytics 1.Go to google.com/analytics @AlysonMurphy
  • 22. Setup of Google Analytics 2. Fill out website info @AlysonMurphy
  • 23. Setup of Google Analytics 2. Fill out website info @AlysonMurphy
  • 24. Setup of Google Analytics 3. Get tracking code @AlysonMurphy
  • 25. Setup of Google Analytics 3. Get tracking code @AlysonMurphy
  • 26. Setup of Google Analytics 4. Send tracking code to the developer @AlysonMurphy
  • 27. Setup of Google Analytics 5. Check if the code is on the page @AlysonMurphy
  • 28. Setup of Google Analytics 6. Wait for enough data to arrive @AlysonMurphy
  • 29. Setup of Google Analytics 7. Make sure data appears in reports @AlysonMurphy
  • 30. 7 steps. Easy. @AlysonMurphy
  • 31. Built in Tracking 1. Visits to your website 2. How people got to your website (in a general sense) 3. What pages people landed on 4. What pages people saw @AlysonMurphy
  • 32. Want to track these though Make more $ Earn more money Earn more new customers Cut Cost Earn more from existing customers Try to measure these basics to start @AlysonMurphy
  • 33. Setup of Goals 1. Go to the Admin console @AlysonMurphy
  • 34. Setup of Goals 2. Go to the Goals @AlysonMurphy
  • 35. Setup of Goals 3. Create a Goal @AlysonMurphy
  • 36. Setup of Goals 4. Fill in the info @AlysonMurphy
  • 37. Setup of Goals 5. Fill in the name and type of goal @AlysonMurphy
  • 38. Setup of Goals 6. Select how the goal is reached @AlysonMurphy
  • 39. Setup of Goals 7. Look at your goals report 1 3. Select the goal 2 @AlysonMurphy
  • 40. How your company is profitable Make more $ Earn more money Earn more new customers Cut Cost Earn more from existing customers We can track the progress of this now! @AlysonMurphy
  • 41. 7 steps. Easy. @AlysonMurphy
  • 42. Celebrate @AlysonMurphy
  • 43. Setup of eCommerce 1. Go to the Admin console @AlysonMurphy
  • 44. Setup of eCommerce 2. View settings @AlysonMurphy
  • 45. Setup of eCommerce 3. Turn eCommerce on @AlysonMurphy
  • 46. Setup of eCommerce 3. Get developer to add code to the complete pages _addTrans() – info about transaction _addItem() – info about items _trackTrans() – sends the data https://developers.google.com/analytics/devguides/ collection/gajs/gaTrackingEcommerce @AlysonMurphy
  • 47. Setup of eCommerce 4. Check if the code is on the page Link to download: http://webanalyticssolutionprofiler.com @AlysonMurphy
  • 48. Setup of eCommerce 6. Wait for enough data to arrive @AlysonMurphy
  • 49. Setup of eCommerce 7. Make sure data appears in reports @AlysonMurphy
  • 50. 7 steps. Easy. @AlysonMurphy
  • 51. How your company is profitable Make more $ Earn more money Earn more new customers @AlysonMurphy Earn more from existing customers Cut Cost We can track the progress of this now!
  • 52. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  • 53. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  • 54. Campaigns Report Your work may be highlighted here @AlysonMurphy
  • 55. Referral Report Or here @AlysonMurphy
  • 56. Customized Campaigns If not, go here https://support.google.com/analytics/answer/1033867 and build a custom link that goes on other sites moz.com/? utm_source=Forbes& utm_medium=PR& utm_content=Moz+Analtytics+Launch& utm_campaign=Forbes+-+PR++Moz+Analytics+Launch @AlysonMurphy
  • 57. Make a Segment 1. Click on the impossible to find arrow @AlysonMurphy
  • 58. Make a Segment 2. Click “Create New Segment” @AlysonMurphy
  • 59. Make a Segment 3. Select Traffic Source to look at 3 1 2 4 @AlysonMurphy
  • 60. Look at your Goal Reports Your hard work comes to life @AlysonMurphy
  • 61. Get Excited! @AlysonMurphy
  • 62. Now let’s talk social @AlysonMurphy
  • 63. What social efforts are working? @AlysonMurphy
  • 64. The built-in Twitter analytics are not bad. @AlysonMurphy
  • 65. Twitter Go here and sign up for ads https://business.twitter.com/products/analytics You don’t need to use the ads though @AlysonMurphy
  • 66. Twitter @AlysonMurphy
  • 67. Twitter @AlysonMurphy
  • 68. Twitter @AlysonMurphy
  • 69. Twitter and Followerwonk Go to https://followerwonk.com/ @AlysonMurphy
  • 70. Twitter and Followerwonk When you should Tweet. Boom! @AlysonMurphy
  • 71. Twitter and Followerwonk Do more of the spike. Monitor big dips too. @AlysonMurphy
  • 72. Twitter and Followerwonk Sort your followers to find your advocates @AlysonMurphy
  • 73. Now that is some social efficiency @AlysonMurphy
  • 74. Recap Start small Measure what matters Measure your contribution Social measurement can be easy #DEast13 @AlysonMurphy
  • 75. @AlysonMurphy Thanks for Watching!