Get Listed University Spokane- Analytics Riches

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My analytics presentation from Get Listed University - Spokane on 2/25/2011. We talked about setting up business objectives and creating KPI's that support them as well as how to use advanced segmentation to identify what's working and what's not.

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Get Listed University Spokane- Analytics Riches

  1. 1. Analytics Riches There’s Gold in Them Thar DataEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  2. 2. “You cannot improve what you cannot measure.” -Lord KelvinEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  3. 3. The Path to Riches• Define business objectives and goals• Create KPI’s (Key Performance Indicators)• Tame your HIPPO• Set up goals• Gain insight and make recommendations• Always be improvingEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  4. 4. Repeat after me...Analytics is NOT about reports.It’s about gleaning insight from web data and doing something. -Me (and others that live the data-driven dream)EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  5. 5. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  6. 6. Business Goals-Why Do you Exist?• Know the purpose of your website• Know the pages that matter and why• Create KPI’s that you can track and support your goalsEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  7. 7. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  8. 8. KPI 1-The Power of BloggingEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  9. 9. KPI 2-Class RegistrationEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  10. 10. KPI 3-Facebook TrafficEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  11. 11. Help Data Defeat the HiPPO HiPPO=Highest Paid Person’s OpinionEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  12. 12. Traffic Sources - Thanks, Man.• Direct Traffic - Your brand, baby!• Referring Traffic - Who your friends are• Search Engines - Big 3 Love• Keywords - The head & long-tail• Adwords Campaigns - Pay to playEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  13. 13. Know Your sources, man!EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  14. 14. Search Traffic Rulz!EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  15. 15. Content - Rich or Poor?• Top Content - I’m #1, I’m #1, I’m #1• Top Landing Pages - How they find you• Top Exit Pages - Not so important• Navigation Summary - Sweeeet!• Site Overlay - Cool, but not accurateEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  16. 16. Goals - Have Some• Track Conversions - They matter• Conversion Rates - Matter• Goal Funnels - See $ fall into it• Funnel Visualization - CoooooolEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  17. 17. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  18. 18. Be An ROI Rockstar!EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  19. 19. Open Your Mind and Discover! Arghhh! No gold. Only platinum.EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  20. 20. Insight and ImprovementEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  21. 21. Search-Room for ImprovementEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  22. 22. Segmentation Rulz!• Start using segmentation NOW!• Invent new ways to segment traffic• Slice and dice that data, baby• Nearly all of my analytic insight comes from data segmentation over time. Then I take action & make improvements to test.EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  23. 23. Ed’s Top Data Mining Tips• Time Comparison + Slice + Insight = $• Check your ego and opinion at the door• Open your minds to new ideas & trends• Think like a scientist (hypothesize & test)• Feed your HiPPO the right diet of data• Discover what works. Do more of it.EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  24. 24. Additional ResourcesBooks: Websites:Analytics: An Hour a Day Searchengineland.comWeb Analytics 2.0 Kaushik.net Userfly Google Analytics Videos Juice Analytics Kiss Insights Visual Website OptimizerEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese
  25. 25. Ed ReeseEMAIL: ed@sixthmanmarketing.comPHONE: 509.624.5580TWITTER: @ed_reeseEMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

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