GOOGLE ANALYTICS: YOUR DIGITAL   ANALYTICS & MARKETING HUB   Think Tank 2012© 2012, Analytics Pros, Inc.
Follow Along!                   Twitter             @analyticspros © 2012, Analytics Pros, Inc.
About Me© 2012, Analytics Pros, Inc.
Founder & CEO of© 2012, Analytics Pros, Inc.
Founder & Chair of                               We have a 50% Student Discount!                                 More at w...
I Wrote a book about it…Get a copy: http://goo.gl/nKwPI   © 2012, Analytics Pros, Inc.
What                               We’ll Talk About Today© 2012, Analytics Pros, Inc.
Topics for Today• Setting the stage for maximizing marketing  efforts• Two Essential Features of Google Analytics• Four An...
Why                               Does it matter?© 2012, Analytics Pros, Inc.
Many Vendors to Choose From       © 2012, Analytics Pros, Inc.
Even More Reports…       © 2012, Analytics Pros, Inc.
But do they really help                                        us?© 2012, Analytics Pros, Inc.
Which half of 50% is better?                       “Half the money I spend on                       advertising is wasted;...
What Marketing Worked?       © 2012, Analytics Pros, Inc.
Can you tell which is better?         © 2012, Analytics Pros, Inc.
Why                           Doesn’t this always happen?© 2012, Analytics Pros, Inc.
Common Web Analytics Issues•   Data overload•   Analysis paralysis•   Trustworthy figures•   Information Dissemination•   ...
Business-Oriented Analytics• Analytics is more than just  “hits”, pageviews, and visits – it’s about  customer insight and...
The Problem with Web Analytics                           Action                         Wisdom         People             ...
The Problem with Web Analytics                           Action                         Wisdom         People             ...
The Problem with Web Analytics                           Action                         Wisdom         People             ...
The Problem with Web Analytics                           Action                         Wisdom         People             ...
The Problem with Web Analytics                           Action                         Wisdom         People             ...
The Problem with Web Analytics                           Action                  What Budget?                   Wisdom    ...
Google Analytics Opportunity• The GA stack allows  more resources to                                           People   $ ...
The Keys to              Success with                   GA© 2012, Analytics Pros, Inc.
The Two Keys to Success with GA1. Proper Planning2. Informed Implementation           © 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
Planning Tip                Ask Business Questions, NOT Metrics© 2012, Analytics Pros, Inc.
Example      Metric Question     How many views to         Page X?© 2012, Analytics Pros, Inc.
Example      Metric Question              Business Question     How many views to             Which promoter is a         ...
Caleb’s                               Planning                               Process© 2012, Analytics Pros, Inc.
Business Goals                          Data Analysis &                        Supporting                             Answ...
Business Goals                          Data Analysis &                        Supporting                             Answ...
Business Goals                          Data Analysis &                        Supporting                             Answ...
Business Goals                          Data Analysis &                        Supporting                             Answ...
Business Goals                          Data Analysis &                        Supporting                             Answ...
Business Goals                          Data Analysis &                        Supporting                             Answ...
Lifecycle Phases
Strategy & Planning
Implementation
Analysis & Optimization
Implementing              GA                               What to do, and NOT do…                                learned ...
Plain Vanilla… It’s Not for You            © 2012, Analytics Pros, Inc.     Image source: http://atencentgemjar.wordpress....
The GA Tag Comes in Many Flavors           © 2012, Analytics Pros, Inc.    Image source: http://valuestream2009.wordpress....
The Settings that Matter• There are over 55 documented settings for the  tag           © 2012, Analytics Pros, Inc.
The Settings that Matter• There are over 55 documented settings for the  tag• Top settings to consider:  – Cookie Domain  ...
The Settings that Matter• There are over 55 documented settings for the  tag• Top settings to consider:  – Cookie Domain  ...
Signs of the Times        © 2012, Analytics Pros, Inc.
This is Bad…• If your website is www.zenithvineyard.com           © 2012, Analytics Pros, Inc.
Data Quality Checking Tools• Audit your site data for quality  – Internal referrals?  – Suspicious “direct” landing deep w...
Caleb’s Implementation Tips• Plan your business requirements• Implement the GA tag correctly for your  website(s)  – Consi...
Related Resources• Books  – Performance Marketing with Google Analytics    (Whitmore, Tonkin, Cutroni): http://goo.gl/nKwP...
Marketer                          Essentials2 Things that you MUST do with Google Analytics© 2012, Analytics Pros, Inc.
Essential #1:                  Goals                    Without a goal, what’s the point?© 2012, Analytics Pros, Inc.
Goal Process Example        © 2012, Analytics Pros, Inc.
A “typical” Goal        Typical GA Goal        © 2012, Analytics Pros, Inc.
Goals in GA• What is a “goal” in Google Analytics?  – Pre-calculated metric  – Can be any page or set of pages, event, or ...
Different Types of Goals in GA        © 2012, Analytics Pros, Inc.
Goal Essentials Is there a better way to         do goals?        © 2012, Analytics Pros, Inc.
Goal Essentials Goals with a Framework           © 2012, Analytics Pros, Inc.
Goal Examples: Simple Framework       © 2012, Analytics Pros, Inc.
Goal Examples: Simple Framework       © 2012, Analytics Pros, Inc.
Goal Examples: Simple Framework       © 2012, Analytics Pros, Inc.
Goal Essentials• Benefits of a Goal Framework include  – You’re no longer blind to what happens before the    “conversion”...
Goal Essentials• Caleb’s Goal Framework for Success:  – Set LOTS of goals – if it matters, make it a goal  – Some goals ar...
Goal Framework Worksheet          Download from: http://goo.gl/Ivcxm       © 2012, Analytics Pros, Inc.
Related Resources on Goals• Caleb’s goal planning worksheet:  http://goo.gl/Ivcxm• Great blog post by Avinash Kaushik:  ht...
Essential #2:         Segmentation             Going beneath the surface of your data© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
GA is one BIG relational Database• Over 85 dimensions and 230 metrics in GA• That’s 19,550 1x1 combinations• But… you can ...
6 Ways to Segment in GA1.   Standard report drilldowns2.   Report secondary & pivot dimensions3.   Custom Reports & Dashbo...
6 Ways to Segment in GA1.   Standard report drilldowns2.   Report secondary & pivot dimensions3.   Custom Reports & Dashbo...
Standard Report, No Drilldown                                       What’s the cause?        © 2012, Analytics Pros, Inc.
Standard Report w/Drilldown                                       Organic & Referral Spiked        © 2012, Analytics Pros,...
Drilldowns can get CRAZY!        © 2012, Analytics Pros, Inc.
Add the dimension of Time…       © 2012, Analytics Pros, Inc.
Add the dimension of Time…       © 2012, Analytics Pros, Inc.
Secondary Dimension Segmentation            Shows Visits, Bounce Rates for each            Keyword – but how do landing pa...
Secondary Dimension Segmentation            Shows Visits, Bounce Rates for each            Keyword – but how do landing pa...
Pivot Segmentation        © 2012, Analytics Pros, Inc.
Pivot Segmentation        © 2012, Analytics Pros, Inc.
Pivot Segmentation        © 2012, Analytics Pros, Inc.
Pivot SegmentationOregon Bouncerate is 32.45%                 © 2012, Analytics Pros, Inc.
Pivot Segmentation    Organic Oregon    Bounce rate is    26.22%             © 2012, Analytics Pros, Inc.
Pivot Segmentation           CPC Oregon           Bounce rate is           37.88%        © 2012, Analytics Pros, Inc.
Pivot Segmentation    Arizona Organic    Bounce rate is    just 19.33%             © 2012, Analytics Pros, Inc.
Pivot Segmentation    Arizona Organic    Bounce rate is    just 19.33%             © 2012, Analytics Pros, Inc.
Analytics                                  in                                Action                 4 Easy Analysis Tasks ...
Tip #1                      Segmented Geographic Analysis© 2012, Analytics Pros, Inc.
Segmentation Tip #1: Geography        © 2012, Analytics Pros, Inc.
Segmentation Tip #1: GeographyDefault graphicweighted by Visits                     © 2012, Analytics Pros, Inc.
Segmentation Tip #1: GeographyChange colorweighting to useanother metric                   © 2012, Analytics Pros, Inc.
Geo Segment Example• Question:  – What regions have higher conversion propensity    outside the home region for Paid Searc...
Geo Segment Example       © 2012, Analytics Pros, Inc.
Geo Segment ExampleAdv. Seg applied                   © 2012, Analytics Pros, Inc.
Geo Segment ExampleAdv. Seg applied          Oregon Excluded                      © 2012, Analytics Pros, Inc.
Geo Segment Example                                                     Map focus set to                                  ...
Geo Segment Example                                                     Map focus set to                                  ...
Geo Segment Example                                                     Map focus set to                                  ...
Additional Geo Segmentation Tips• Get creative with geo segments:  – Segment by latitude/longitude using Data Export    AP...
Tip #2                               Traffic Source Identification© 2012, Analytics Pros, Inc.
Traffic Source Segmentation• Screenshot showing traffic source data  mediums report with +/- view           © 2012, Analyt...
Segment Traffic Sources Against…• Goals• Transactions• Landing pages• Campaigns by  Geography• Everything!            © 20...
Just to be clear…• Google Analytics can track any kind of  marketing – not just Google AdWords  – Email marketing  – Micro...
Tracking Your Marketing• What to know:    –   Email will show up as “direct” unless it is specifically        tagged    – ...
GA’s Oder of Operations1. Check of Campaign Tags   (utm_etc…)2. Look for Referrer  – Search Engine =    organic/search    ...
Medium – Source – CampaignMedium: How they cameDirectReferralOrganic SearchPaid SearchAdd your own?• Email• Banner• RSS•? ...
Medium – Source – Campaign                     Source: Who we work with                       to make that happen         ...
Medium – Source – Campaign                                          Campaign:                                       Market...
Medium – Source – Campaign                              Source: Who we work with                                          ...
So How Do You Do It: Campaign Links• YOU control the link.• You tack some labels onto the end of the link.• When a visitor...
Campaign Links: How They Work• In web addresses, the parts after a question park are  called “query parameters”. Sometimes...
Campaign Links: How They Work• So even better than making up labels, we can use  some labels that Google Analytics recogni...
Campaign Tracking VariablesReport                       URL                    CookieSource                       utm_sour...
Campaign ExamplesCampaign                      Medium              Sourcespring-2011                   email              ...
URL Builder
URL Builder
A Better URL Builder• Excel-based• Automate  the process• Ensure  consistency                          Get it here: http:/...
Tip #3                               User Experience Analysis© 2012, Analytics Pros, Inc.
User Experience Discovery Segments• Does technology impact user experience?• YES!!  – Safari bounce rate considerably high...
Safari User Experience Analysis• Drilldown to Safari users            © 2012, Analytics Pros, Inc.
Internet Explorer Analysis• Bounce Rates for IE versions vary wildly• IE 9.0 users really have a hard time            © 20...
Other Technology Analysis• Analyze goal and experience factors  – Conversion rates  – Time on Site  – Pages/Visit• Analyze...
Screen Resolution ExampleExample report using Next Analytics for Excel plugin: http://goo.gl/fAkTm                   © 201...
Tip #4                               Where’s the Front Door?© 2012, Analytics Pros, Inc.
Entrance Point Analysis• Your website’s “front  door” is probably NOT  the main point of  entrance           © 2012, Analy...
Where Do People Enter?       © 2012, Analytics Pros, Inc.
Where Do People Enter?                             Just 18% enter on                             the homepage!       © 201...
Where Do People Enter?                                      That’s a lot of                                      “other” d...
Entrance Point Questions to Ask• How porous is your site?  – Most traffic comes/goes from non-portal pages?  – Portal page...
Entrance Point Impact on Key Metrics• Custom Report showing landing page key  metrics           © 2012, Analytics Pros, Inc.
Bonus Tip!                               There’s MORE!© 2012, Analytics Pros, Inc.
Bonus Tip: Resources for More Data• It’s all about the APPS! See  http://www.google.com/analytics/apps/• Great tools:  – M...
Beyond GA                               My Toolbox© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
Google                               Analytics© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
Analytics                                Engine© 2012, Analytics Pros, Inc.   www.analyticsengine.net
© 2012, Analytics Pros, Inc.
CrazyEgg© 2012, Analytics Pros, Inc.    www.crazyegg.com
© 2012, Analytics Pros, Inc.
KissInsights© 2012, Analytics Pros, Inc.   www.kissinsights.com
4Q© 2012, Analytics Pros, Inc.   www.4qsurvey.com
User Report© 2012, Analytics Pros, Inc.   www.UserReport.com
© 2012, Analytics Pros, Inc.
not© 2012, Analytics Pros, Inc.
© 2012, Analytics Pros, Inc.
Optimizely                           http://www.optimizely.com/© 2012, Analytics Pros, Inc.
Last Words…© 2012, Analytics Pros, Inc.
Last Words1. Plan ahead2. Ensure data quality3. Set goals4. Track campaigns5. Segment, segment, segment!               © 2...
Thanks© 2012, Analytics Pros, Inc.
Twitter @analyticspros  © 2012, Analytics Pros, Inc.
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University of Nebraska Think Tank: Google Analytics as your Digital Marketing Hub

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A presentation covering the what, why, and how for using Google Analytics as the central hub for gaining marketing insights and acting on them to drive business growth.

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  • To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels.
  • To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels.
  • To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels.
  • To Participants: (Click to show mediums) Mediums are the channel – how visitors came to the site. We’ve already talked about direct, referral, and organic and paid search. You can add other mediums, such as email, banner ads, etc.To Participants: (Click to show sources) The source is where the visitor came from. (Click to show connections between mediums and sources) For direct traffic, there’s no source. For referral traffic, it’s the site where the link was. For search traffic, it’s the search engine. For email, maybe the source is the name of your newsletter.To Participants: (Click to show campaigns) Finally, there’s a third label we haven’t talked about yet called the campaign. You can use this to label a particular marketing activity and to tie together multiple marketing activities across sources or channels.
  • Explain the examples given. Compare and contrast the campaigns, mediums, and sources given and point out that the combinations of these each uniquely identify a particular marketing activity.Point out that there are additional labels (keyword and content) available to differentiate ads, but we won’t be discussing those in detail today.ACTIVITY:Refer participants to the Experience Guide.Instruct them to complete one or two example campaign-medium-source combinations to describe a marketing activity for their site.When they are complete, ask for a few examples, or questions where participants had trouble deciding how to label their marketing.
  • To Participants: This is a simple form provided by Google where you can fill in the details and it creates the URL for you. You can take the sample labels we created a few minutes ago, for example, and put them in here. You need to know:The landing pageThe source, medium, and campaign(Optional fields for term and content, which we didn’t talk about)To Participants: Once you fill in the form and click the button, it generates the URL for you. Then you can copy and paste this URL into your email newsletter, into a banner ad, etc.
  • To Participants: This is a simple form provided by Google where you can fill in the details and it creates the URL for you. You can take the sample labels we created a few minutes ago, for example, and put them in here. You need to know:The landing pageThe source, medium, and campaign(Optional fields for term and content, which we didn’t talk about)To Participants: Once you fill in the form and click the button, it generates the URL for you. Then you can copy and paste this URL into your email newsletter, into a banner ad, etc.
  • University of Nebraska Think Tank: Google Analytics as your Digital Marketing Hub

    1. 1. GOOGLE ANALYTICS: YOUR DIGITAL ANALYTICS & MARKETING HUB Think Tank 2012© 2012, Analytics Pros, Inc.
    2. 2. Follow Along! Twitter @analyticspros © 2012, Analytics Pros, Inc.
    3. 3. About Me© 2012, Analytics Pros, Inc.
    4. 4. Founder & CEO of© 2012, Analytics Pros, Inc.
    5. 5. Founder & Chair of We have a 50% Student Discount! More at www.gaugecon.com Next event: Boston, October 3 – 4© 2012, Analytics Pros, Inc.
    6. 6. I Wrote a book about it…Get a copy: http://goo.gl/nKwPI © 2012, Analytics Pros, Inc.
    7. 7. What We’ll Talk About Today© 2012, Analytics Pros, Inc.
    8. 8. Topics for Today• Setting the stage for maximizing marketing efforts• Two Essential Features of Google Analytics• Four Analysis Tips• “My Toolbox” – Beyond Google Analytics © 2012, Analytics Pros, Inc.
    9. 9. Why Does it matter?© 2012, Analytics Pros, Inc.
    10. 10. Many Vendors to Choose From © 2012, Analytics Pros, Inc.
    11. 11. Even More Reports… © 2012, Analytics Pros, Inc.
    12. 12. But do they really help us?© 2012, Analytics Pros, Inc.
    13. 13. Which half of 50% is better? “Half the money I spend on advertising is wasted; the trouble is I dont know which half.” -John Wanamaker © 2012, Analytics Pros, Inc.
    14. 14. What Marketing Worked? © 2012, Analytics Pros, Inc.
    15. 15. Can you tell which is better? © 2012, Analytics Pros, Inc.
    16. 16. Why Doesn’t this always happen?© 2012, Analytics Pros, Inc.
    17. 17. Common Web Analytics Issues• Data overload• Analysis paralysis• Trustworthy figures• Information Dissemination• Taking action © 2012, Analytics Pros, Inc.
    18. 18. Business-Oriented Analytics• Analytics is more than just “hits”, pageviews, and visits – it’s about customer insight and marketing optimization• Analytics should connect the dots between web activity, marketing effectiveness, and bottom-line performance• Analytics technologies are tools, they must be used properly by the right people Income Statement © 2012, Analytics Pros, Inc.
    19. 19. The Problem with Web Analytics Action Wisdom People Knowledge Information Tools Data © 2012, Analytics Pros, Inc.
    20. 20. The Problem with Web Analytics Action Wisdom People Knowledge Information Tools Data © 2012, Analytics Pros, Inc.
    21. 21. The Problem with Web Analytics Action Wisdom People Knowledge Information Tools Data © 2012, Analytics Pros, Inc.
    22. 22. The Problem with Web Analytics Action Wisdom People Knowledge Information Tools Data © 2012, Analytics Pros, Inc.
    23. 23. The Problem with Web Analytics Action Wisdom People Knowledge Information Cost Center Tools Data © 2012, Analytics Pros, Inc.
    24. 24. The Problem with Web Analytics Action What Budget? Wisdom People Knowledge Information Cost Center Tools Data © 2012, Analytics Pros, Inc.
    25. 25. Google Analytics Opportunity• The GA stack allows more resources to People $ be dedicated to value-drivers (people) Total Cost $ $ People• Lower total cost of ownership, greater Tool $ Tool ROI Other Vendors GA © 2012, Analytics Pros, Inc.
    26. 26. The Keys to Success with GA© 2012, Analytics Pros, Inc.
    27. 27. The Two Keys to Success with GA1. Proper Planning2. Informed Implementation © 2012, Analytics Pros, Inc.
    28. 28. © 2012, Analytics Pros, Inc.
    29. 29. Planning Tip Ask Business Questions, NOT Metrics© 2012, Analytics Pros, Inc.
    30. 30. Example Metric Question How many views to Page X?© 2012, Analytics Pros, Inc.
    31. 31. Example Metric Question Business Question How many views to Which promoter is a Page X? better partner?© 2012, Analytics Pros, Inc.
    32. 32. Caleb’s Planning Process© 2012, Analytics Pros, Inc.
    33. 33. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    34. 34. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    35. 35. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    36. 36. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    37. 37. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    38. 38. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Analytics Pros, Inc.
    39. 39. Lifecycle Phases
    40. 40. Strategy & Planning
    41. 41. Implementation
    42. 42. Analysis & Optimization
    43. 43. Implementing GA What to do, and NOT do… learned the hard way!© 2012, Analytics Pros, Inc.
    44. 44. Plain Vanilla… It’s Not for You © 2012, Analytics Pros, Inc. Image source: http://atencentgemjar.wordpress.com/
    45. 45. The GA Tag Comes in Many Flavors © 2012, Analytics Pros, Inc. Image source: http://valuestream2009.wordpress.com/
    46. 46. The Settings that Matter• There are over 55 documented settings for the tag © 2012, Analytics Pros, Inc.
    47. 47. The Settings that Matter• There are over 55 documented settings for the tag• Top settings to consider: – Cookie Domain  setDomainName – Cookie Hashing  setAllowHash – Campaign Anchors  setAllowAnchor – X-domain Linking  setAllowLinker © 2012, Analytics Pros, Inc.
    48. 48. The Settings that Matter• There are over 55 documented settings for the tag• Top settings to consider: – Cookie Domain  setDomainName – Cookie Hashing  setAllowHash – Campaign Anchors  setAllowAnchor – X-domain Linking  setAllowLinker © 2012, Analytics Pros, Inc.
    49. 49. Signs of the Times © 2012, Analytics Pros, Inc.
    50. 50. This is Bad…• If your website is www.zenithvineyard.com © 2012, Analytics Pros, Inc.
    51. 51. Data Quality Checking Tools• Audit your site data for quality – Internal referrals? – Suspicious “direct” landing deep within your site? – Odd exit pages with high rates?• Use tools: – www.AnalyticsHealthCheck.com – www.analyticscheckup.com – www.observepoint.com © 2012, Analytics Pros, Inc.
    52. 52. Caleb’s Implementation Tips• Plan your business requirements• Implement the GA tag correctly for your website(s) – Consider domain names (sub-domains, 3rd party domains) – Place the tag on all pages – Use the setAllowAnchor feature• You may want to take a course, read a book, or hire an expert to assist – don’t skip on this! © 2012, Analytics Pros, Inc.
    53. 53. Related Resources• Books – Performance Marketing with Google Analytics (Whitmore, Tonkin, Cutroni): http://goo.gl/nKwPI – Advanced Web Metrics (Clifton): http://goo.gl/8f9ui – Google Analytics (Cutroni): http://goo.gl/yXq6j – Web Analytics 2.0 (Kaushik): http://goo.gl/94Bhu• Training – Online GA Conversion University: http://goo.gl/gBVYg – Google Seminars for Success: http://goo.gl/Cx87U – GAUGE Google Analytics User Conference (next one is in NYC Oct 17 - 18): http://goo.gl/nqDQI © 2012, Analytics Pros, Inc.
    54. 54. Marketer Essentials2 Things that you MUST do with Google Analytics© 2012, Analytics Pros, Inc.
    55. 55. Essential #1: Goals Without a goal, what’s the point?© 2012, Analytics Pros, Inc.
    56. 56. Goal Process Example © 2012, Analytics Pros, Inc.
    57. 57. A “typical” Goal Typical GA Goal © 2012, Analytics Pros, Inc.
    58. 58. Goals in GA• What is a “goal” in Google Analytics? – Pre-calculated metric – Can be any page or set of pages, event, or threshold of time spent of pages viewed © 2012, Analytics Pros, Inc.
    59. 59. Different Types of Goals in GA © 2012, Analytics Pros, Inc.
    60. 60. Goal Essentials Is there a better way to do goals? © 2012, Analytics Pros, Inc.
    61. 61. Goal Essentials Goals with a Framework © 2012, Analytics Pros, Inc.
    62. 62. Goal Examples: Simple Framework © 2012, Analytics Pros, Inc.
    63. 63. Goal Examples: Simple Framework © 2012, Analytics Pros, Inc.
    64. 64. Goal Examples: Simple Framework © 2012, Analytics Pros, Inc.
    65. 65. Goal Essentials• Benefits of a Goal Framework include – You’re no longer blind to what happens before the “conversion” – See “funnel” view for Traffic Source reports – Use the “score” to weight total visit engagement across all goals © 2012, Analytics Pros, Inc.
    66. 66. Goal Essentials• Caleb’s Goal Framework for Success: – Set LOTS of goals – if it matters, make it a goal – Some goals are “engagement” focused, others are “transactional” in nature – Use the “score” feature within Google Analytics to “Weight” each goal © 2012, Analytics Pros, Inc.
    67. 67. Goal Framework Worksheet Download from: http://goo.gl/Ivcxm © 2012, Analytics Pros, Inc.
    68. 68. Related Resources on Goals• Caleb’s goal planning worksheet: http://goo.gl/Ivcxm• Great blog post by Avinash Kaushik: http://goo.gl/gpLD4 © 2012, Analytics Pros, Inc.
    69. 69. Essential #2: Segmentation Going beneath the surface of your data© 2012, Analytics Pros, Inc.
    70. 70. © 2012, Analytics Pros, Inc.
    71. 71. © 2012, Analytics Pros, Inc.
    72. 72. GA is one BIG relational Database• Over 85 dimensions and 230 metrics in GA• That’s 19,550 1x1 combinations• But… you can segment by up to 7 dimensions and 10 metrics at a time © 2012, Analytics Pros, Inc.
    73. 73. 6 Ways to Segment in GA1. Standard report drilldowns2. Report secondary & pivot dimensions3. Custom Reports & Dashboards4. Advanced Segments5. 3rd party tools6. Data Export API tools © 2012, Analytics Pros, Inc.
    74. 74. 6 Ways to Segment in GA1. Standard report drilldowns2. Report secondary & pivot dimensions3. Custom Reports & Dashboards4. Advanced Segments5. 3rd party tools6. Data Export API tools © 2012, Analytics Pros, Inc.
    75. 75. Standard Report, No Drilldown What’s the cause? © 2012, Analytics Pros, Inc.
    76. 76. Standard Report w/Drilldown Organic & Referral Spiked © 2012, Analytics Pros, Inc.
    77. 77. Drilldowns can get CRAZY! © 2012, Analytics Pros, Inc.
    78. 78. Add the dimension of Time… © 2012, Analytics Pros, Inc.
    79. 79. Add the dimension of Time… © 2012, Analytics Pros, Inc.
    80. 80. Secondary Dimension Segmentation Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this? © 2012, Analytics Pros, Inc.
    81. 81. Secondary Dimension Segmentation Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this? © 2012, Analytics Pros, Inc.
    82. 82. Pivot Segmentation © 2012, Analytics Pros, Inc.
    83. 83. Pivot Segmentation © 2012, Analytics Pros, Inc.
    84. 84. Pivot Segmentation © 2012, Analytics Pros, Inc.
    85. 85. Pivot SegmentationOregon Bouncerate is 32.45% © 2012, Analytics Pros, Inc.
    86. 86. Pivot Segmentation Organic Oregon Bounce rate is 26.22% © 2012, Analytics Pros, Inc.
    87. 87. Pivot Segmentation CPC Oregon Bounce rate is 37.88% © 2012, Analytics Pros, Inc.
    88. 88. Pivot Segmentation Arizona Organic Bounce rate is just 19.33% © 2012, Analytics Pros, Inc.
    89. 89. Pivot Segmentation Arizona Organic Bounce rate is just 19.33% © 2012, Analytics Pros, Inc.
    90. 90. Analytics in Action 4 Easy Analysis Tasks You Should Do© 2012, Analytics Pros, Inc.
    91. 91. Tip #1 Segmented Geographic Analysis© 2012, Analytics Pros, Inc.
    92. 92. Segmentation Tip #1: Geography © 2012, Analytics Pros, Inc.
    93. 93. Segmentation Tip #1: GeographyDefault graphicweighted by Visits © 2012, Analytics Pros, Inc.
    94. 94. Segmentation Tip #1: GeographyChange colorweighting to useanother metric © 2012, Analytics Pros, Inc.
    95. 95. Geo Segment Example• Question: – What regions have higher conversion propensity outside the home region for Paid Search efforts?• Report: – Geo map report with Per Visit Goal Value in focus – Comparison view of Per Visit Goal Value metric – Advanced Segment for Paid Search traffic applied © 2012, Analytics Pros, Inc.
    96. 96. Geo Segment Example © 2012, Analytics Pros, Inc.
    97. 97. Geo Segment ExampleAdv. Seg applied © 2012, Analytics Pros, Inc.
    98. 98. Geo Segment ExampleAdv. Seg applied Oregon Excluded © 2012, Analytics Pros, Inc.
    99. 99. Geo Segment Example Map focus set to Per Visit ValueAdv. Seg applied Oregon Excluded © 2012, Analytics Pros, Inc.
    100. 100. Geo Segment Example Map focus set to Per Visit ValueAdv. Seg applied Oregon Excluded View set to Comparison © 2012, Analytics Pros, Inc.
    101. 101. Geo Segment Example Map focus set to Per Visit ValueAdv. Seg applied Oregon Excluded View set to Comparison © 2012, Analytics Pros, Inc.
    102. 102. Additional Geo Segmentation Tips• Get creative with geo segments: – Segment by latitude/longitude using Data Export API, i.e. Conversion rate for coat purchases above the 45th parallel – Segment by sales territory – Count of Visits (segment: ) © 2012, Analytics Pros, Inc.
    103. 103. Tip #2 Traffic Source Identification© 2012, Analytics Pros, Inc.
    104. 104. Traffic Source Segmentation• Screenshot showing traffic source data mediums report with +/- view © 2012, Analytics Pros, Inc.
    105. 105. Segment Traffic Sources Against…• Goals• Transactions• Landing pages• Campaigns by Geography• Everything! © 2012, Analytics Pros, Inc.
    106. 106. Just to be clear…• Google Analytics can track any kind of marketing – not just Google AdWords – Email marketing – Microsoft AdCenter paid search – Display ads run anywhere – Social Media traffic – Even offline campaigns © 2012, Analytics Pros, Inc.
    107. 107. Tracking Your Marketing• What to know: – Email will show up as “direct” unless it is specifically tagged – Banners & links will show up as “referring” not “banner” – Offline campaigns can be tracked using vanity URL’s and tracking codes – Paid search must be tagged, otherwise it gets mixed in with organic search © 2012, Analytics Pros, Inc.
    108. 108. GA’s Oder of Operations1. Check of Campaign Tags (utm_etc…)2. Look for Referrer – Search Engine = organic/search engine/keyword – Referring Site = referring domain / page3. Lump into “direct/none” © 2012, Analytics Pros, Inc.
    109. 109. Medium – Source – CampaignMedium: How they cameDirectReferralOrganic SearchPaid SearchAdd your own?• Email• Banner• RSS•? © 2012, Analytics Pros, Inc.
    110. 110. Medium – Source – Campaign Source: Who we work with to make that happen Direct Source • (none) Referral Source • site names Search Engine • Yahoo!, Google, etc. © 2012, Analytics Pros, Inc.
    111. 111. Medium – Source – Campaign Campaign: Marketing activity “Spring 2011” cuts across everything © 2012, Analytics Pros, Inc.
    112. 112. Medium – Source – Campaign Source: Who we work with Campaign:Medium: How they came to make that happen Marketing activity “Spring 2011” cuts across everything © 2012, Analytics Pros, Inc.
    113. 113. So How Do You Do It: Campaign Links• YOU control the link.• You tack some labels onto the end of the link.• When a visitor clicks the link and arrives at your site, Google Analytics records those labels.• There’s nothing to set up or configure in Google Analytics, you just make the link. © 2012, Analytics Pros, Inc.
    114. 114. Campaign Links: How They Work• In web addresses, the parts after a question park are called “query parameters”. Sometimes your webserver does something special with them. www.example.com/page?id=1234• If your webserver doesn’t recognize the query parameter, it ignores it. These addresses both go to the same page: www.example.com/page www.example.com/page?myname=johnsmith © 2012, Analytics Pros, Inc.
    115. 115. Campaign Links: How They Work• So even better than making up labels, we can use some labels that Google Analytics recognizes: www.example.com/page?utm_medium=email &utm_source=newsletter &utm_campaign=spring-2010• These represent the medium, source, and campaign.• You don’t have to build these URLs by hand. © 2012, Analytics Pros, Inc.
    116. 116. Campaign Tracking VariablesReport URL CookieSource utm_source utmcsrWhere the visitor came from. Ex: Google, Yahoo, MSNCampaign utm_campaign utmccnName of your campaign. Ex: Summer_Sale, EarlyPromoMedium utm_medium utmcmdMarketing method. Ex: CPC, Banner, EmailKeyword utm_term utmctrKeyword that was searched for, both paid and unpaid. Ex: shirts,water+bottlesAd Content utm_content utmcctDescriptive word(s) used to identify different versions of an ad that youare trying to compare (A/B testing). Ex: blue_text, red_text © 2012, Analytics Pros, Inc.
    117. 117. Campaign ExamplesCampaign Medium Sourcespring-2011 email newsletterspring-2011 email special-offerspring-2011 banner example.comcareers banner example.comcareers partner affilitatesite.comcareers cpc yahoo.com ACTIVITY • List a few campaign – source – medium combinations for your marketing campaigns. © 2012, Analytics Pros, Inc.
    118. 118. URL Builder
    119. 119. URL Builder
    120. 120. A Better URL Builder• Excel-based• Automate the process• Ensure consistency Get it here: http://goo.gl/qpzDF © 2012, Analytics Pros, Inc.
    121. 121. Tip #3 User Experience Analysis© 2012, Analytics Pros, Inc.
    122. 122. User Experience Discovery Segments• Does technology impact user experience?• YES!! – Safari bounce rate considerably higher, why? © 2012, Analytics Pros, Inc.
    123. 123. Safari User Experience Analysis• Drilldown to Safari users © 2012, Analytics Pros, Inc.
    124. 124. Internet Explorer Analysis• Bounce Rates for IE versions vary wildly• IE 9.0 users really have a hard time © 2012, Analytics Pros, Inc.
    125. 125. Other Technology Analysis• Analyze goal and experience factors – Conversion rates – Time on Site – Pages/Visit• Analyze other technical factors: – Screen Resolution © 2012, Analytics Pros, Inc.
    126. 126. Screen Resolution ExampleExample report using Next Analytics for Excel plugin: http://goo.gl/fAkTm © 2012, Analytics Pros, Inc.
    127. 127. Tip #4 Where’s the Front Door?© 2012, Analytics Pros, Inc.
    128. 128. Entrance Point Analysis• Your website’s “front door” is probably NOT the main point of entrance © 2012, Analytics Pros, Inc.
    129. 129. Where Do People Enter? © 2012, Analytics Pros, Inc.
    130. 130. Where Do People Enter? Just 18% enter on the homepage! © 2012, Analytics Pros, Inc.
    131. 131. Where Do People Enter? That’s a lot of “other” doors! © 2012, Analytics Pros, Inc.
    132. 132. Entrance Point Questions to Ask• How porous is your site? – Most traffic comes/goes from non-portal pages? – Portal pages make up the majority entrance/exit points?• What is the impact on key metrics? © 2012, Analytics Pros, Inc.
    133. 133. Entrance Point Impact on Key Metrics• Custom Report showing landing page key metrics © 2012, Analytics Pros, Inc.
    134. 134. Bonus Tip! There’s MORE!© 2012, Analytics Pros, Inc.
    135. 135. Bonus Tip: Resources for More Data• It’s all about the APPS! See http://www.google.com/analytics/apps/• Great tools: – Mashable Metrics (integrates GA with Tableau) – NextAnalytics for Excel – Excellent Analytics for Excel – GeckoBoards.com for scorecards © 2012, Analytics Pros, Inc.
    136. 136. Beyond GA My Toolbox© 2012, Analytics Pros, Inc.
    137. 137. © 2012, Analytics Pros, Inc.
    138. 138. © 2012, Analytics Pros, Inc.
    139. 139. Google Analytics© 2012, Analytics Pros, Inc.
    140. 140. © 2012, Analytics Pros, Inc.
    141. 141. Analytics Engine© 2012, Analytics Pros, Inc. www.analyticsengine.net
    142. 142. © 2012, Analytics Pros, Inc.
    143. 143. CrazyEgg© 2012, Analytics Pros, Inc. www.crazyegg.com
    144. 144. © 2012, Analytics Pros, Inc.
    145. 145. KissInsights© 2012, Analytics Pros, Inc. www.kissinsights.com
    146. 146. 4Q© 2012, Analytics Pros, Inc. www.4qsurvey.com
    147. 147. User Report© 2012, Analytics Pros, Inc. www.UserReport.com
    148. 148. © 2012, Analytics Pros, Inc.
    149. 149. not© 2012, Analytics Pros, Inc.
    150. 150. © 2012, Analytics Pros, Inc.
    151. 151. Optimizely http://www.optimizely.com/© 2012, Analytics Pros, Inc.
    152. 152. Last Words…© 2012, Analytics Pros, Inc.
    153. 153. Last Words1. Plan ahead2. Ensure data quality3. Set goals4. Track campaigns5. Segment, segment, segment! © 2012, Analytics Pros, Inc.
    154. 154. Thanks© 2012, Analytics Pros, Inc.
    155. 155. Twitter @analyticspros © 2012, Analytics Pros, Inc.

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