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CIM Bootcamp – What Can Analytics Do For Me?
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CIM Bootcamp – What Can Analytics Do For Me?

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This slide deck gives practical hands on advice on how to use Google Analytics more effectively to those with a basic understanding of how the tool works.

This slide deck gives practical hands on advice on how to use Google Analytics more effectively to those with a basic understanding of how the tool works.

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  • Without analytics, we’re marketing blindfolded. (joke about the first activity?)Run through the agenda -
  • Today we’re talking Google analytics because it’s probably what everyone's got access to.Any using anything else?
  • Table exerciseGroup discussion – write down metrics that you’re reporting on, and that you want to be able to report on in future.
  • Table exerciseWrite down the biggest challenges – make sure they’re addressed as we go through the day.
  • Goals & funnels
  • Goals & funnels
  • Goals & funnels
  • Extra settings
  • Users – collaborate users can share assets (edit dashboards, or annotations)
  • Even if we did 1 per minute we’d struggle to get through it all…That’s before we talk about slicing up the reports to actually make them mean something
  • Ask the room? Let take some questions down that we can try and talk through…. Might be risky!
  • Where’s the value here?Mike SEO? What can you learn? Ecommerce tracking shows most valuable pagesExit rate shows potential problems?
  • Sorted the table by conversion rate… This shows me the best converting traffic, but some of these have 1 click and 1 sale. Untidy data which we should make decision on. ]So how can we filter the data?
  • Sorted the table by conversion rate… This shows me the best converting traffic, but some of these have 1 click and 1 sale. Untidy data which we should make decision on. ]So how can we filter the data?
  • Now (using the filter) I’m seeing only traffic sources that are having an impact. Affiliate channel here is the best converting. We can look at why… What lessons can we learn for our other channels? Is it the message? Special offers? Etc
  • Turn this into a more managable list
  • Turn this into a more managable list
  • Remember when you could just see what people search for?
  • Remember when you could just see what people search for?
  • Remember when you could just see what people search for?
  • Remember when you could just see what people search for?
  • Or other business case based questions.
  • Or other business case based questions. Directors don’t have time for tables…. Make charts at the click of a button! Lots of mobile traffic… so now what? How do I make a compelling case?
  • Or other business case based questions. Directors don’t have time for tables…. Make charts at the click of a button!
  • Or other business case based questions. Directors don’t have time for tables…. Make charts at the click of a button!
  • Excel is your friend. Manipulate the data to help you win arguments… or in this case, build a business case for budget for a new mobile site.
  • Or other business case based questions.
  • Or other business case based questions. Directors don’t have time for tables…. Make charts at the click of a button!
  • Or other business case based questions. Directors don’t have time for tables…. Make charts at the click of a button!
  • Or other business case based questions.

Transcript

  • 1. Marketing you can measure TM What can Analytics do for me? increasing revenue, visitor s and ROI for our clients UP CIM Digital Marketing Bootcamp
  • 2. Marketing you can measure TM
  • 3. Marketing you can measure TM
  • 4. Marketing you can measure TM What are you measuring?
  • 5. Marketing you can measure TM Get the data right: Setup your account properly
  • 6. Marketing you can measure TM Goals will let you track desired actions on the site via a dedicated completion page
  • 7. Marketing you can measure TM URL needs to change
  • 8. Marketing you can measure TM Events are essentially things that happen in page that aren’t a page view Extra code is needed: See Event Tracking Guide What can they track? Email links Forms that don’t have separate thank you pages Outbound links Video clicks (play, pause etc) …Almost anything. You can then use these as goals Event tracking
  • 9. Marketing you can measure TM Ecommerce tracking lets you track revenue and sales Code needed to implement: Google Ecommerce Tracking If you use adwords – make sure you link your accounts (you do this from inside adwords)
  • 10. Marketing you can measure TM
  • 11. Marketing you can measure TM The basics
  • 12. Marketing you can measure TM Hey… don’t forget: Basic reports Who? Where? What? How?
  • 13. Marketing you can measure TM Date range Chart Selector Raw data Data options Chart controls Data types Tasks
  • 14. Marketing you can measure TM Basic reports 90 Reports as standard…
  • 15. Marketing you can measure TM What can Analytics do for me?
  • 16. Marketing you can measure TM What’s my most popular content? Where does my best traffic come from? What languages should I support? How can I measure offline activity? How can I measure Brand/Non-brand split of search traffic? Do I need a mobile site? How can I see where users drop out of my checkout? What else?
  • 17. Marketing you can measure TM Get Connected!
  • 18. Marketing you can measure TM What’s my most popular content?
  • 19. Marketing you can measure TM
  • 20. Marketing you can measure TM Where does my best traffic come from?
  • 21. Marketing you can measure TM Use this to change the report to focus on success
  • 22. Marketing you can measure TM
  • 23. Marketing you can measure TM Use filters to tidy your numbers
  • 24. Marketing you can measure TM
  • 25. Marketing you can measure TM What languages should I support?
  • 26. Marketing you can measure TM
  • 27. Marketing you can measure TM Look at performance (goals/ecommerce) and compare to UK to show lost opportunity
  • 28. Marketing you can measure TM How can I measure offline activity?
  • 29. Marketing you can measure TM Link to the tool Google URL Builder Use this tool to tag any link you put out in: Emails Press releases Print ads TV campaigns Anything else you put a URL on!
  • 30. Marketing you can measure TM Google URL Builder
  • 31. Marketing you can measure TM Google URL Builder www.coastdigital.co.uk/cim
  • 32. Marketing you can measure TM How can I measure Brand & Non-Brand Natural Traffic?
  • 33. Marketing you can measure TM
  • 34. Marketing you can measure TM
  • 35. Marketing you can measure TM Use Secondary dimension to cross reference data
  • 36. Marketing you can measure TM
  • 37. Marketing you can measure TM Do I need a mobile site?
  • 38. Marketing you can measure TM Use these buttons to move away from ugly tables!
  • 39. Marketing you can measure TM Change this to success metrics (goals or ecommerce)
  • 40. Marketing you can measure TM Export to Excel
  • 41. Marketing you can measure TM
  • 42. Marketing you can measure TM How can I see where users drop out of my checkout?
  • 43. Marketing you can measure TM
  • 44. Marketing you can measure TM
  • 45. Marketing you can measure TM What else?
  • 46. Marketing you can measure TM What can’t Google Analytics tell me?* *Out of the box…
  • 47. Marketing you can measure TM Quality of leads / Leads to sales Who (i.e. which person/company) is using my website? What about conversion over the Phone?
  • 48. Marketing you can measure TM There’s got to be an easier way to get all the data I need in one place…
  • 49. Marketing you can measure TM
  • 50. Marketing you can measure TM Get your data the way you want it Add filters Choose your metrics Choose your data type
  • 51. Marketing you can measure TM Press “Add to Dashboard”
  • 52. Marketing you can measure TM New widget will appear on your dashboard You can edit the appearance of your data by clicking here
  • 53. Marketing you can measure TM Don’t re-invent the wheel unless you have too: DashboardJunkie.com customreportsharing.com
  • 54. Marketing you can measure TM You don’t even have to login: Press Email Schedule a regular email
  • 55. Marketing you can measure TM But wait… there’s more…
  • 56. Marketing you can measure TM Content Experiments: https://www.youtube.com/watch?v=TGrujIh2H0I
  • 57. Marketing you can measure TM Questions?
  • 58. Marketing you can measure TM Analytics Qualification http://www.google.com/analytics/learn/
  • 59. Marketing you can measure TM Really complicated stuff
  • 60. Marketing you can measure TM Social media Email Natural Search – Product Name PPC – Brand Name Conversion This would get all the credit as standard These should surely get some?
  • 61. Marketing you can measure TM Attribution models can be used to help give a more accurate or a fairer representation of performance for some channels
  • 62. Marketing you can measure TM