Google Analytics Workshop - Steps To Better Measurement

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Google Analytics Workshop - Steps To Better Measurement

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  • Thank you Rob, and thanks to all of that are here - experience the college facilities and and to give you a little flavour of what the course is about.My name is Barry Hand, I’m the head of marketing for GrabOne.ie and have worked for online companies including lastminute.com and Digiweb – mainly around the area of measuring and optimising digital performance.As someone who works in the industry and has been involved in training and educating marketers – the biggest opportunity right now is becoming educated and experienced in important areas of Digital marketing
  • And reserve some time at the end for any questions you might have.Before we continue, How many of you have experience with website analytics or google analytics right now?
  • Collecting data as you browse a websiteThis then get’s processedYou can apply configure certain options to enhance the data (e.g removing internal trafficReporting stage, allows you create rich and meaningful reports on performanceAll of this sounds great, and it is but there are some fundamental problems.
  • One of the key reasons digital marketing is the envy of traditional marketers is our ability to measure – but as we see this isn’t always the case.
  • We’re going to look at 4 simple steps to measure more effectively
  • Sign up at google.com/analytics for a new account, or upgrade your existing account.
  • 3. What content do people care about?did you find everything okay today?
  • Google Analytics Workshop - Steps To Better Measurement

    1. 1. Google Analytics Workshop 15th January 2014 Barry Hand barry.hand@ncirl.ie @barryhand @ncirldigital / #ncirldigital
    2. 2. What is Website Analytics? How does it work? 4 steps to better measurement 3 critical questions you can answer Q&A
    3. 3. What is Website Analytics? How does it work? 4 steps to better measurement 3 critical questions you can answer Q&A
    4. 4. What is Website Analytics? How does it work? 4 steps to better measurement 3 critical questions you can answer Q&A
    5. 5. What is Website Analytics? How does it work? 4 steps to better measurement 3 critical questions you can answer Q&A
    6. 6. What is Website Analytics? How does it work? 4 steps to better measurement 3 critical questions you can answer Q&A
    7. 7. What is Website Analytics / GA Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.
    8. 8. What is Website Analytics / GA Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.
    9. 9. How does it work?
    10. 10. Survey: Econsultancy, 19th Oct 2012 80% of online retailers are using Google Analytics incorrectly
    11. 11. Only 50% of e-commerce businesses track main conversion points
    12. 12. 30% of websites have incorrect e-commerce tracking implementation
    13. 13. 67% of websites have not integrated social media tracking
    14. 14. 73% do not track micro conversion goals such as newsletter sign ups or account registrations
    15. 15. Why Does This Happen? • Poor or no communication between marketing and tech/developers • Skill gap and understanding • Websites are getting more complex • But…Analytics will benefit everyone – Help marketers create winning campaigns – Help tech improve the websites experience • Working together and finding common ground one of the most important aspects of modern digital marketing • Analytics packages are becoming more Marketer friendly (Google Analytics Tag Manager)
    16. 16. Step 1) Measure What Matters • Measure what matters – Visits, pageviews, search traffic, time on site, bounce rates are NICE TO KNOWS – Add to cart, checkout, newsletter subscription, whitepaper download, form completion, call back request, social media interactions, register for event etc. are OUTCOMES
    17. 17. Step 2) Implementation • Very important step! • Check for updated tracking implementation • Universal Analytics – recently launched • Ensure this code is applied to all website pages • This is the collection stage we looked at earlier
    18. 18. Step 3) Goals, Events and Revenue • Goals = Conversions = Outcomes – Subscribing to newsletter – Registering / Creating an account – Checkouts • Events = Actions = Outcomes – Allows us to track complex actions – E.g. Video plays, file downloads, social interactions
    19. 19. Step 3) Goals and Revenue • Some events might be also be goals – Macro goal: Completing course enquiry form – Micro goal: Download prospectus, viewing key page etc. – Helps us understand the path visitors take • Revenue / Ecommerce – Enable ecommerce tracking – automatically applies the transactional value of purchases. – We use this to quantify the value of different channels – Non e-commerce websites can still attribute a value of goal
    20. 20. Step 4) Tracking Campaigns • Tag all marketing links for effective measurement (use URL Builder tool) • www.ncirl.ie > www.ncirl.ie/?utm_source=students_2014&utm_medium=email&utm_ campaign=valentines
    21. 21. 3 Critical Questions You Can Answer 1. Where is my most valuable traffic coming from? – What channels and campaigns are driving traffic – Is it converting and what is the value of the conversion? 2. How are people experiencing my site? – Mobile v Desktop visitors – What paths are they taking to towards outcomes 3. What content do people care about? – Most visited pages – New and returning visitors – Bounce rates
    22. 22. Analytics In Real Life Source: youtube.com/watch?v=3Sk7cOqB9Dk
    23. 23. The values are not that important… How are you going to use them to understand and optimise?
    24. 24. Resources & Tools 1. 2. 3. 4. 5. 6. 7. 8. Econsultancy survey http://econsultancy.com/blog/10925-80-of-online-retailersare-using-google-analytics-incorrectly Introduction to Google Analytics Tag Manager http://cutroni.com/blog/2012/10/01/all-about-google-tag-manager/ How to set up GA web tracking code https://support.google.com/analytics/answer/1008080 Ecommerce tracking https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEco mmerce How to set up Goals - https://support.google.com/analytics/answer/1032415 Social Analytics - https://support.google.com/analytics/answer/1683971 Social Interactionshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSoci al Social tracking for ‘AddToThis’ http://penguininitiatives.com/track-social-sharesaddthis-widget-google-analytics/

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