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Web Analytics, a Marketer's Guide

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Bob Johnson, Ph.D.
Bob Johnson, Ph.D.

Review of key web analytics elements most important for college and university marketers based on use of Google Anaytics.

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Web Analytics: A Guide for Higher Education Marketers ©Robert E. Johnson, Ph.D. 2008 Adult Students: You Best Option for Enrollment Growth The Aslanian Group Boston, MA November 29-30, 2008
Two approaches to web analytics… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks for sharing experiences… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why use Google Analytics? ,[object Object],[object Object]
Problems with Google Analytics… ,[object Object],[object Object]
Key metrics recommended… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Google is determining key pages… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Track interest in degree programs…
Key metrics recommended… ,[object Object],[object Object]
Key metrics recommended… ,[object Object],[object Object]
Major challenge to success… ,[object Object],[object Object],[object Object],[object Object]
What does a marketer need to know? Google Analytics has 80+ programmed reports about website data… More data than you need to know
Do you need to know 47 screen resolutions?
Or 30 browser variations?
Marketing information from this page? http://www.worldcampus.psu.edu/iMBA.shtml
Let’s make a list… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Check points to start…set goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Check point to start… filter out internal use ,[object Object],[object Object],[object Object]
Key Performance Indicators (KPI)
Percent visits by media type… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Percent visits by source… ,[object Object],[object Object],[object Object]
Percent of new vs. returning visitors ,[object Object],[object Object],[object Object],[object Object],[object Object]
Average time on your site… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Average time by segments… By source of the traffic… By search keywords
Popularity of individual web pages… ,[object Object],[object Object],[object Object],[object Object]
Entry pages where people start… Bounce rate is a key metric here
Keyword marketing information… ,[object Object],[object Object],[object Object]
What happens with your own search? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Advice on starting an analytics program… “ Get started - set up a site and start to learn how to read the stats - stats are being wasted for every day you don't try this out.”
Getting up to speed and staying there…
A good place to start…
A book and a blog to continue…
Keeping up to date… ClickZ MarketingProfs
Glossary for reference…
Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

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Web Analytics, a Marketer's Guide

  • 1. Web Analytics: A Guide for Higher Education Marketers ©Robert E. Johnson, Ph.D. 2008 Adult Students: You Best Option for Enrollment Growth The Aslanian Group Boston, MA November 29-30, 2008
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Track interest in degree programs…
  • 9.
  • 10.
  • 11.
  • 12. What does a marketer need to know? Google Analytics has 80+ programmed reports about website data… More data than you need to know
  • 13. Do you need to know 47 screen resolutions?
  • 14. Or 30 browser variations?
  • 15. Marketing information from this page? http://www.worldcampus.psu.edu/iMBA.shtml
  • 16.
  • 17.
  • 18.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. Average time by segments… By source of the traffic… By search keywords
  • 25.
  • 26. Entry pages where people start… Bounce rate is a key metric here
  • 27.
  • 28.
  • 29. Advice on starting an analytics program… “ Get started - set up a site and start to learn how to read the stats - stats are being wasted for every day you don't try this out.”
  • 30. Getting up to speed and staying there…
  • 31. A good place to start…
  • 32. A book and a blog to continue…
  • 33. Keeping up to date… ClickZ MarketingProfs
  • 35. Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html