A brief webinar detailing steps for using Google Analytics to derive data that will assist economic development organizations make good decisions about their marketing plan.

1. Optimizing Website Analytics for Economic Development Organizations // Derek Pillie LEDOsuite.comtwitter.com/LEDOsuitefacebook.com/LEDOsuiteyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs

2. Optimizing Website Analytics for Economic Development Organizations // Derek Pillie LEDOsuite.comtwitter.com/dpilliefacebook.com/dpillielinkedin.com/in/dpilliejust search for “derekpillie” or “dpillie” Project Manager – LEDO Suite

4. You know attracting new investors means going where they are

5. You know that you know these investors are online

6. Over 90% of site selection begins (or ends) on the web

7. How do you know these investors are finding your website?

9. How YOU can use free online tools to improve your online SEO visibility

10. What steps you can take to personalize your Google Analytics reports to deliver the most relevant information as quickly as possible

11. How to convert data from Google Analytics into actionable steps to improve your online marketing efforts

13. Hybrid company that offers the best of marketing and technology firms

14. 25+ employees

15. Full staff of technical & creative personnel

17. Platform Solution Development

18. Vertical Market Solutions

19. Economic Development, Education, Insurance…

20. Corporate Solutions for Distributor/Dealer Networks

22. Cirrus ABS Featured Corporate Clients

23. Analytics // Reality check! Analytics is a time/value proposition You don’t always have the flexibility to bring in more help when things get busy You can’t sacrifice the advantage you can gain from tapping into this free information Our goal is to identify strategies that will allow you to utilize this information without sacrificing too much of your time that you need to convert your website leads into completed projects!

24. Analytics // Convincing stakeholders Economic development is a TEAM sport, Together Everyone Achieves More! If you are going to suggest major changes to your executive, your board or your staff, you need to be able to deliver a solid benefit proposition. This presentation will give you solid examples of how analytics can deliver real value to your organization.

26. Prudent allocation of marketing dollars based on ROI

28. Analytics // You Have Options, Or Do You? Server level statistics (installed by host; AW Stats, WebTrends, Urchin) CMS (specific to each content management system) Third party (external to site services; Google Analytics, Chartbeat, Clicky, Woopra) Aggregators (stats from multiple sources and services) Niche (measure specific services or metrics; ClickTale, Facebook Insights, Buzz-Charts, Twitter Grader) Hit counters (lined out for a reason)

30. Importance of search engine optimization

32. Analytics // Reports to Share or Keep Exporting one time reports Navigate to the report you want to createexample: “content” > “top content” Select the “export” drop down tab Select the appropriate format PDF (vector output for quality visual reference, ease of sharing) XML (extensible markup language) CSV (comma separated value, Excel) TSV (tabbed separated value, Excel) Save (different per browser)

33. Analytics // Scheduled Attention Now let’s create an automated report Navigate to the report you want to create Example: “content” » “top content” Click the “email” button Click the “schedule” tab Input emails and/or check “send to me” Fill in the remaining fields Select the desired format Select daily, weekly, monthly, quarterly Optionally select to include a “date comparison” Click “schedule”

34. Analytics // Doomed to Repeat the Past? Comparing a specified date range to the past Select a month (from the main dashboard) Check “compare to past” and select a previous month Click “apply”

35. Analytics // Annotating Key Events A newer feature of Google Analytics is annotation Select a date range (from the main dashboard) Click the dot that corresponds to a date of a known event Type in the annotation and save

36. Analytics // Compare Metrics Let’s compare some metrics for better insight Click the “visits” drop down tab Click the “compare two metrics” hover over points on the graph for more information select other metrics to compare

37. Analytics // Bounce Rates What is a “bounce rate”? Landed on and left from a given page (any page) on your site Allowed their session to timeout (GA’s session timeout is 30 minutes) Upon returning from eating lunch a new session would start and the previous one would be counted as a bounce A lost internet connection may count as a new session when restored in some situations Back button used to leave the site Typed a new address into the address bar to leave Closed the browser window or tab no further, currently defined, action took place they might have called but unless you have a special phone number…

38. Analytics // There’s an Exception to Every Rule Certain sites/visits are likely to have higher bounce rates Blogs and news, where the visitor is looking at a specific article Informational searches (as opposed to navigational or transactional) follow a search result for specific information Sites with timely information on the homepage event calendars and clubs According to AvinashKaushik, a respected GA’s expert, an average bounce rate is 40-60%. “It is really had to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying.” AvinashKaushik

39. Analytics // Targeted Keyword or Not? Let's see a keyword example for a given metric Click “traffic sources" in the left nav Select “keywords" Select "non-paid” Reasons for high keyword bounce rate Incorrect keyword target for your site The landing page doesn’t fit the visitors needs Unclear SEFurl's, meta descriptions, or page titles Found exactly what they needed and required no further action

40. Analytics // Deeper Keyword Research Where are people searching from Click a "keyword" link Select “dimension: source" to see traffic by search engines Now we can investigate high bounces by term and search engine

41. Analytics // Monitoring On-Site Search Site search setup information If you have a search box on your site Must know the parameters of each type Edit via the Google Analytics profile Tracking how visitors search on your site Click “content” in the left nav Click “search terms” (what are they looking for) Click “start pages” (where they get lost most often) Click “usage” (is it trending up or down after a recent change)

42. Analytics // Creating Goals First time goal creation Click “goals" in the left nav Select “set up goals and funnels" Select “add goal” Name the goal “contact us” Select the “url destination” radio button Go to your contact us page and copythe url, now paste that url into the “goal url” box Click “save goal” Note: additional goals setup from “analytics settings” » “edit” » “+ add goal”

43. Analytics // Visualizing Goals Adding a funnel to the goal Click “yes, create a funnel for this goal” Enter the first url and name it Click “add goal funnel step” Repeat step 2 and 3 until the funnel is complete

44. Analytics // Depth of Visit How many pages do they visit? Click “Visitors" in the left nav Select “Visitor Loyalty" Select “Depth of Visit”

45. Analytics // Brand Awareness Anyone? Comparing new vs returning visitors Click “Visitors" in the left nav Select “New vs. Returning"

46. Analytics // Tracking Location Awareness How did that awareness campaign work for us? Click “visitors" from the left navigation Select “map overlay” Click the "United States“ Click "Indiana" (on map or words) Click "Indianapolis” (on map or words) Make sure your date range matchesthe promo dates

47. Analytics // Tracking Location Awareness Awareness campaign by visitor type Now let’s select “none: visitor type“ this shows us how many “new visitors“ our promo provided in this region Each column gives us a little insight how the promo worked Monitoring this through the duration of the campaign would show when you peak and start to hit diminishing returns This could be added to your dashboard, exported to a report, or emailed through the duration of the campaign

48. Analytics // Tracking Location Awareness Awareness campaign by source Now let’s select “none: source" (Direct traffic vs SE traffic) was the promo effective for URL awareness If a large percentage come from search engines then they had to look for you If shown as "(direct)", meaning they typed the URL into the browser they remembered your domain name from the promo

49. Analytics // Referring the Most Traffic Which referring sites send you the most traffic Select a date range if desired Click “traffic sources” in left nav Click “referring sites”

50. Analytics // Referring the Best Traffic Which referring sites send you the best traffic Review: visits, pages/visit, time on site, % new visits, and bounce rate Change to “visitor type” to see new visitors to the site Change to “region” to see where the visits come from(keeping in mind that ISP don’t always report correctly) Note how the bounce rate climbs the farther away they are(if the site is location sensitive) If your paying for banner advertisement, or any other type of paid traffic...you’re looking for quality of conversion not simply traffic

51. Analytics // Metrics for Site Improvement Using analytics to improve sites, marketing, and conversion Change opinion into to data (hippo vs your users) Measure media and marketing effectiveness Allocate budgets to campaigns with returns or conversions Testing, testing, testing… measure changes (onsite or offsite)

52. Analytics // Upcoming webinars Join us for future webinars! Watch LEDOsuite.com for updates Sign up for our newsletter at http://www.ledosuite.com/newsletter-signup.aspx

53. We'll Help You Master Internet Marketing These days it’s more important than ever for you to reach new investors, satisfy existing businesses, find new efficiencies, and improve your local business climate. The Web is the way to do it. We can help! Call Derek Pillie at 1.877.817.4442 to find out how we can improve your online visibility.