The Dish on Data
Alyson Murphy

@Moz

@AlysonMurphy
At Moz we create
inbound marketing software

@AlysonMurphy
All of your data in one place

@AlysonMurphy
In easy reports

@AlysonMurphy
To help you do better marketing

@AlysonMurphy
Let’s talk about data

@AlysonMurphy
You have data

@AlysonMurphy
A lot of data

@AlysonMurphy
But where to start
Let’s just start
digging!

@AlysonMurphy
You look at stuff

@AlysonMurphy
And more stuff

@AlysonMurphy
And get lost

@AlysonMurphy
And more lost

@AlysonMurphy
Then the question…
What should I look at?

@AlysonMurphy
Start simple…
Track a couple of things well

@AlysonMurphy
How to start simple
What matters to your
company?

@AlysonMurphy
At the end of the day,
You want your work to make
the greatest impact.

@AlysonMurphy
Map out how your company
is profitable
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from exis...
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Let’s get to work

@AlysonMurphy
Setup of Google Analytics
1.Go to google.com/analytics

@AlysonMurphy
Setup of Google Analytics
2. Fill out website info

@AlysonMurphy
Setup of Google Analytics
2. Fill out website info

@AlysonMurphy
Setup of Google Analytics
3. Get tracking code

@AlysonMurphy
Setup of Google Analytics
3. Get tracking code

@AlysonMurphy
Setup of Google Analytics
4. Send tracking code to the developer

@AlysonMurphy
Setup of Google Analytics
5. Check if the code is on the page

@AlysonMurphy
Setup of Google Analytics
6. Wait for enough data to arrive

@AlysonMurphy
Setup of Google Analytics
7. Make sure data appears in reports

@AlysonMurphy
7 steps. Easy.

@AlysonMurphy
Built in Tracking
1. Visits to your website
2. How people got to your website
(in a general sense)

3. What pages people l...
Want to track these though
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from existing
custome...
Setup of Goals
1. Go to the Admin console

@AlysonMurphy
Setup of Goals
2. Go to the Goals

@AlysonMurphy
Setup of Goals
3. Create a Goal

@AlysonMurphy
Setup of Goals
4. Fill in the info

@AlysonMurphy
Setup of Goals
5. Fill in the name and type of goal

@AlysonMurphy
Setup of Goals
6. Select how the goal is reached

@AlysonMurphy
Setup of Goals
7. Look at your goals report
1
3. Select the goal

2

@AlysonMurphy
How your company is
profitable
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from existing
cus...
7 steps. Easy.

@AlysonMurphy
Celebrate

@AlysonMurphy
Setup of eCommerce
1. Go to the Admin console

@AlysonMurphy
Setup of eCommerce
2. View settings

@AlysonMurphy
Setup of eCommerce
3. Turn eCommerce on

@AlysonMurphy
Setup of eCommerce
3. Get developer to add code to the
complete pages
_addTrans() – info about transaction
_addItem() – in...
Setup of eCommerce
4. Check if the code is on the page

Link to download: http://webanalyticssolutionprofiler.com

@Alyson...
Setup of eCommerce
6. Wait for enough data to arrive

@AlysonMurphy
Setup of eCommerce
7. Make sure data appears in reports

@AlysonMurphy
7 steps. Easy.

@AlysonMurphy
How your company is
profitable
Make more $

Earn more
money
Earn more
new
customers

@AlysonMurphy

Earn more
from existin...
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Campaigns Report
Your work may be highlighted here

@AlysonMurphy
Referral Report
Or here

@AlysonMurphy
Customized Campaigns
If not, go here
https://support.google.com/analytics/answer/1033867

and build a custom link that goe...
Make a Segment
1. Click on the impossible to find
arrow

@AlysonMurphy
Make a Segment
2. Click “Create New Segment”

@AlysonMurphy
Make a Segment
3. Select Traffic Source to look at
3

1
2

4
@AlysonMurphy
Look at your Goal Reports
Your hard work comes to life

@AlysonMurphy
Get Excited!

@AlysonMurphy
Now let’s talk social

@AlysonMurphy
What social efforts are
working?

@AlysonMurphy
The built-in Twitter analytics
are not bad.

@AlysonMurphy
Twitter
Go here and sign up for ads
https://business.twitter.com/products/analytics

You don’t need to use the ads though
...
Twitter

@AlysonMurphy
Twitter

@AlysonMurphy
Twitter

@AlysonMurphy
Twitter and Followerwonk
Go to
https://followerwonk.com/

@AlysonMurphy
Twitter and Followerwonk
When you should Tweet. Boom!

@AlysonMurphy
Twitter and Followerwonk
Do more of the spike.
Monitor big dips too.

@AlysonMurphy
Twitter and Followerwonk
Sort your followers to find your advocates

@AlysonMurphy
Now that is some
social efficiency

@AlysonMurphy
Recap
Start small
Measure what matters
Measure your contribution
Social measurement can be easy

#DEast13

@AlysonMurphy
@AlysonMurphy

Thanks for Watching!
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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.

Published in: Technology, Business
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Notes
  • 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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The dish on digital - Alyson Murphy

  1. 1. The Dish on Data Alyson Murphy @Moz @AlysonMurphy
  2. 2. At Moz we create inbound marketing software @AlysonMurphy
  3. 3. All of your data in one place @AlysonMurphy
  4. 4. In easy reports @AlysonMurphy
  5. 5. To help you do better marketing @AlysonMurphy
  6. 6. Let’s talk about data @AlysonMurphy
  7. 7. You have data @AlysonMurphy
  8. 8. A lot of data @AlysonMurphy
  9. 9. But where to start Let’s just start digging! @AlysonMurphy
  10. 10. You look at stuff @AlysonMurphy
  11. 11. And more stuff @AlysonMurphy
  12. 12. And get lost @AlysonMurphy
  13. 13. And more lost @AlysonMurphy
  14. 14. Then the question… What should I look at? @AlysonMurphy
  15. 15. Start simple… Track a couple of things well @AlysonMurphy
  16. 16. How to start simple What matters to your company? @AlysonMurphy
  17. 17. At the end of the day, You want your work to make the greatest impact. @AlysonMurphy
  18. 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. 19. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  20. 20. Let’s get to work @AlysonMurphy
  21. 21. Setup of Google Analytics 1.Go to google.com/analytics @AlysonMurphy
  22. 22. Setup of Google Analytics 2. Fill out website info @AlysonMurphy
  23. 23. Setup of Google Analytics 2. Fill out website info @AlysonMurphy
  24. 24. Setup of Google Analytics 3. Get tracking code @AlysonMurphy
  25. 25. Setup of Google Analytics 3. Get tracking code @AlysonMurphy
  26. 26. Setup of Google Analytics 4. Send tracking code to the developer @AlysonMurphy
  27. 27. Setup of Google Analytics 5. Check if the code is on the page @AlysonMurphy
  28. 28. Setup of Google Analytics 6. Wait for enough data to arrive @AlysonMurphy
  29. 29. Setup of Google Analytics 7. Make sure data appears in reports @AlysonMurphy
  30. 30. 7 steps. Easy. @AlysonMurphy
  31. 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. 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. 33. Setup of Goals 1. Go to the Admin console @AlysonMurphy
  34. 34. Setup of Goals 2. Go to the Goals @AlysonMurphy
  35. 35. Setup of Goals 3. Create a Goal @AlysonMurphy
  36. 36. Setup of Goals 4. Fill in the info @AlysonMurphy
  37. 37. Setup of Goals 5. Fill in the name and type of goal @AlysonMurphy
  38. 38. Setup of Goals 6. Select how the goal is reached @AlysonMurphy
  39. 39. Setup of Goals 7. Look at your goals report 1 3. Select the goal 2 @AlysonMurphy
  40. 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. 41. 7 steps. Easy. @AlysonMurphy
  42. 42. Celebrate @AlysonMurphy
  43. 43. Setup of eCommerce 1. Go to the Admin console @AlysonMurphy
  44. 44. Setup of eCommerce 2. View settings @AlysonMurphy
  45. 45. Setup of eCommerce 3. Turn eCommerce on @AlysonMurphy
  46. 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. 47. Setup of eCommerce 4. Check if the code is on the page Link to download: http://webanalyticssolutionprofiler.com @AlysonMurphy
  48. 48. Setup of eCommerce 6. Wait for enough data to arrive @AlysonMurphy
  49. 49. Setup of eCommerce 7. Make sure data appears in reports @AlysonMurphy
  50. 50. 7 steps. Easy. @AlysonMurphy
  51. 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. 52. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  53. 53. Step 1: Enable measurement for success in general Step 2: Look at success in the context of your work @AlysonMurphy
  54. 54. Campaigns Report Your work may be highlighted here @AlysonMurphy
  55. 55. Referral Report Or here @AlysonMurphy
  56. 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. 57. Make a Segment 1. Click on the impossible to find arrow @AlysonMurphy
  58. 58. Make a Segment 2. Click “Create New Segment” @AlysonMurphy
  59. 59. Make a Segment 3. Select Traffic Source to look at 3 1 2 4 @AlysonMurphy
  60. 60. Look at your Goal Reports Your hard work comes to life @AlysonMurphy
  61. 61. Get Excited! @AlysonMurphy
  62. 62. Now let’s talk social @AlysonMurphy
  63. 63. What social efforts are working? @AlysonMurphy
  64. 64. The built-in Twitter analytics are not bad. @AlysonMurphy
  65. 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. 66. Twitter @AlysonMurphy
  67. 67. Twitter @AlysonMurphy
  68. 68. Twitter @AlysonMurphy
  69. 69. Twitter and Followerwonk Go to https://followerwonk.com/ @AlysonMurphy
  70. 70. Twitter and Followerwonk When you should Tweet. Boom! @AlysonMurphy
  71. 71. Twitter and Followerwonk Do more of the spike. Monitor big dips too. @AlysonMurphy
  72. 72. Twitter and Followerwonk Sort your followers to find your advocates @AlysonMurphy
  73. 73. Now that is some social efficiency @AlysonMurphy
  74. 74. Recap Start small Measure what matters Measure your contribution Social measurement can be easy #DEast13 @AlysonMurphy
  75. 75. @AlysonMurphy Thanks for Watching!
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