From Analytics to Analysis to Action - GA Event, San Francisco 2011

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Take it from Analytics to Analysis to Action with the new and improved Google Analytics features, alerts, custom reports and dashboards.

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From Analytics to Analysis to Action - GA Event, San Francisco 2011

  1. 1. How do I get toActionable Insight? 2
  2. 2. Impressive, ImprovedFeatures in V5All  Standard  Features  -­‐  Premium  Not  Required 3
  3. 3. The Power isNot on by DefaultFinding  Ac;onable  Insight  Requires  Advanced  Setup 4
  4. 4. Overview Imp rove d! 1 Intelligence Events Imp rove d! 2 Custom Reports New ! 3 Dashboards 5
  5. 5. Start with Business Question • What creative is/isn’t working in our ads? • What email promotions are best? • Is our investment in social paying off? • Who is/isn’t converting? • Why don’t people sign-up/buy? • What are the best/worst performing campaigns? • Where should I invest more/less? • What pages/steps are/aren’t performing? • Is our site working??? 6
  6. 6. 1 Intelligence Events2 Custom Reports3 Dashboards 7
  7. 7. Intelligence Events Manual Analysis Automated Analysis • Date Range Comparison • Intelligence Report • Advanced Segments Vs. • Alerts • Dimension Drilling 8
  8. 8. Intelligence Events i Immediate Attention Needed • Drop/Spike in Goal Conversions • Drop/Spike in Orders • Drop/Spike in Specific Traffic Sources • Drop/Spike in Bounce Rate • Drop/Spike in 404s • Analytics Tracking Code Issues • Code Breaks/Site Errors 9
  9. 9. Intelligence Events Reports Daily (Larger) Weekly Monthly (Smaller) 10
  10. 10. Intelligence Events Automatic Alerts What Changed? Efficient way to sort through what changed 11
  11. 11. Intelligence Events Custom Alerts Don’t wait until you have time to get to the Data. Make it come to you! 12
  12. 12. Intelligence Events Manage Custom Alerts Create New Alert 13
  13. 13. Intelligence Events Create a Custom Intelligence Alert You Deserve a Vacation Automatically Notify Someone in Your Absence 14
  14. 14. Intelligence Events Traffic Traffic Spike Drop 15
  15. 15. 1 Intelligence Events2 Custom Reports3 Dashboards 16
  16. 16. Custom Reports Top Sources Custom View of Top Online Marketing Channels with essential KPIs Channel Underperforming 17
  17. 17. Custom Reports Top Sources Display Drill-In Insight: Pause Display Campaigns Extreme Bounce Rates 18
  18. 18. Overview 1 Intelligence Events 2 Custom Reports 3 Dashboards 19
  19. 19. Dashboards Analytics Content Connected Marketing Local* Email Twitter Dashboard External Sites Blog Website Facebook YouTube (Articles/ Dir.) Legend Non-Paid Paid Good Search Search PR Acceptable Bad Not Analyzed 20
  20. 20. Dashboards Unique views of Analytics Data • Completely  Custom • By  Role • By  Channel • Big  Picture  -­‐-­‐>  Drill-­‐in • Helps  share   21
  21. 21. Dashboards SEO Dashboard • KPIs • Trends Extreme Bounce Rates Insight: Euro LP & Forum Needs Review 22
  22. 22. Dashboards Commerce Dashboard • AOV & Revenue KPIs • Trends Looks Good! 23
  23. 23. Dashboards Email Marketing Dashboard Extra  Processing  Power • KPIs • Revenue Impact • Trends • Campaign Performance • LP Performance • By Country Insight: ʻSave One Week Onlyʼ Best Promo 24
  24. 24. Key Takeaways 1 Intelligence Events Good  and  Bad  News  alerts  -­‐  Make  the  Data  Come  to  You!  (Makes  going  on  Vaca;on  Easier) 2 Custom Reports Save  Time.  Create  reports  that  contain  EXACT  informa;on  that  stakeholders  need. 3 Dashboards Repor;ng  Suite  you  always  wanted  in  GA.  Share  Focused  Analy;cs  View  with  Others! 25
  25. 25. Questions? Kayden Kelly Managing Director Email: kayden@blastam.com Twitter: @kaydenkelly 26

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