Bend WebCAM - Making Smarter Decisions with Google Analytics
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Bend WebCAM - Making Smarter Decisions with Google Analytics

  • 2,639 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,639
On Slideshare
2,633
From Embeds
6
Number of Embeds
2

Actions

Shares
Downloads
19
Comments
0
Likes
3

Embeds 6

https://twitter.com 4
https://si0.twimg.com 2

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Making Smarter Decisions with Google Analytics Caleb Whitmore @analyticspros© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 2. About Caleb • Founder & CEO, Analytics Pros • Founder, GAUGE the Google Analytics User Conference • Founder, the Best Practices Conference • On Twitter @analyticspros© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 3. I Wrote a book about Google Analytics Get a copy: http://goo.gl/nKwPI© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 4. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 5. Our Services • Data driven... Media • Organic & Paid Search • Social media Optimization • Cross-channel optimization • Attribution Modeling • Data Analysis & Reporting Platform • User experience & key process analysis Optimization • A/B testing • Multivariate testing • Web + Mobile + Social • Strategy + Implementation Digital Measurement • Governance & Administration & Insights • Training • Reporting, Analysis, Staffing© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 6. What We’ll Talk About© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 7. Even More Reports…© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 8. But do they really help us?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 9. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 10. A Promise “Data and Analytics can make things better”© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 11. What Marketing Worked?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 12. Can you tell which is better?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 13. Failure? The 7 Causes of Digital Analytics Failure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 14. Why Digital Analytics Efforts Fail 1. No Strategy 2. No Plan 3. Bad Implementation 4. Data Overload – analysis paralysis 5. Distrust of data 6. Barriers to reaching data 7. Lack of action after insights© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 15. What Can Be Done? To NOT Fail© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 16. Digital Analytics Success Model Strategy Capability Insight Action Goals Team Analysis Prioritization Questions Toolbox Meaning Toolbox Plan Process Answers Results© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 17. Strategy© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 18. Lifecycle Phases© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 19. Strategy & Planning© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 20. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 21. Goals: Align With Your Business© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 22. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 23. Ask the Right Questions© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 24. Tip Ask Business Questions, NOT Metrics© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 25. Example Metric Question How many views to Page X?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 26. Example Metric Question Business Question How many views to Which promoter is a Page X? better partner?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 27. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 28. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 29. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 30. Business Goals Data Analysis & Supporting Answers Questions Report Data to Answer Configuration & Questions Access Required Implementation to get the Data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 31. Capability© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 32. Implementation© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 33. Team© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 34. Team: Get the Right Coverage© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 35. What’s Your Structure?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 36. The Rockstar© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 37. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 38. The Business Strategist© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 39. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 40. The Super-Developer© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 41. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 42. The Data Miner Let’s Go Dig Up Some Data!© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 43. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 44. The Analysis Ninja© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 45. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 46. What’s Your Structure?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 47. Team Structure© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 48. Insight & Action© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 49. Analysis & Optimization© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 50. Two Ways to Win How did this bucket get so empty?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 51. Action: Having The Right Toolbox© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 52. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 53. Google Analytics© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 54. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 55. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 56. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 57. CrazyEgg www.crazyegg.com© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 58. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 59. 4Q www.4qsurvey.com© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 60. User Report www.UserReport.com© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 61. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 62. not© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 63. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 64. Optimizely http://www.optimizely.com/© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 65. Digital Analytics Success Model Strategy Capability Insight Action Goals Team Analysis Prioritization Questions Toolbox Meaning Toolbox Plan Process Answers Results© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 66. 7 Google Analytics Essentials in 7 minutes© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 67. #1 Implementing GA What to do, and NOT do… learned the hard way!© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 68. Plain Vanilla… It’s Not for You© 2012, Caleb Whitmore &Image source: Analytics Pros, Inc. http://atencentgemjar.wordpress.com/
  • 69. The GA Tag Comes in Many Flavors© 2012, Caleb Whitmore &Image source: Analytics Pros, Inc. http://valuestream2009.wordpress.com/
  • 70. The Settings that Matter • There are over 55 documented settings for the tag© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 71. The Settings that Matter • There are over 55 documented settings for the tag • Top settings to consider: – Cookie Domain  setDomainName – Campaign Anchors  setAllowAnchor – X-domain Linking  setAllowLinker© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 72. This is Bad… • If your website is www.zenithvineyard.com© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 73. 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.analyticscheckup.com – www.observepoint.com© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 74. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 75. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 76. #2 Google Analytics Goals Without a goal, what’s the point?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 77. A “typical” Goal Typical GA Goal© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 78. Goal Essentials Goals with a Framework© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 79. Goal Examples: Simple Framework© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 80. Related Resources on Goals • Caleb’s goal planning worksheet: http://goo.gl/Ivcxm • Great blog post by Avinash Kaushik: http://goo.gl/gpLD4© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 81. #3 Campaign Tagging Traffic Source Identification© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 82. Traffic Source Segmentation • Screenshot showing traffic source data mediums report with +/- view© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 83. Identify Traffic Sources Against… • Goals • Transactions • Landing pages • Campaigns by Geography • Everything!© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 84. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 85. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 86. GA’s Oder of Operations 1. Check of Campaign Tags (utm_etc…) 2. Look for Referrer – Search Engine = organic/search engine/keyword – Referring Site = referring domain / page 3. Lump into “direct/none”© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 87. 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.
  • 88. 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.
  • 89. URL Builder
  • 90. URL Builder
  • 91. A Better URL Builder• Excel-based• Automate the process• Ensure consistency Get it here: http://goo.gl/qpzDF © 2012, Analytics Pros, Inc.
  • 92. #4 Segmentation Going beneath the surface of your data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 93. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 94. © 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 95. 6 Ways to Segment in GA 1. Standard report drilldowns 2. Report secondary & pivot dimensions 3. Custom Reports & Dashboards 4. Advanced Segments 5. 3rd party tools 6. Data Export API tools© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 96. Standard Report, No Drilldown What’s the cause?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 97. Standard Report w/Drilldown Organic & Referral Spiked© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 98. Secondary Dimension Segmentation Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 99. Secondary Dimension Segmentation Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 100. Pivot Segmentation© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 101. Pivot Segmentation© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 102. Pivot Segmentation© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 103. #5 Geographic Analysis Where Your Customers Are© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 104. Geography Default graphic weighted by Visits© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 105. Geography Change color weighting to use another metric© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 106. #6 Technology Analysis From Your Customers’ Perspective© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 107. Internet Explorer Analysis • Bounce Rates for IE versions vary wildly • IE 9.0 users really have a hard time© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 108. Other Technology Analysis • Analyze goal and experience factors – Conversion rates – Time on Site – Pages/Visit • Analyze other technical factors: – Screen Resolution© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 109. Screen Sizes Report© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 110. Screen Resolution Example Example report using Next Analytics for Excel plug-in: http://goo.gl/fAkTm© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 111. #7 Entrance Point Analysis Where’s the Front Door?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 112. Entrance Point Analysis • Your website’s “front door” is probably NOT the main point of entrance© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 113. Where Do People Enter?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 114. 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, Caleb Whitmore & Analytics Pros, Inc.
  • 115. Entrance Point Impact on Key Metrics • Custom Report showing landing page key metrics© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 116. The Latest and Greatest What’s New in Google Analytics that you should be using© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 117. Real-Time Reports© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 118. What can Real-Time do?© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 119. Remarketing Lists with GA Data • MUST use this feature!! • Enables creation of AdWords remarketing lists based on Google Analytics data • Details at http://www.google.com/analytics/features/re marketing.html© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 120. Remarketing Lists in GA© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 121. GA for Mobile • You NEED to be measuring your apps – User Experience – Marketing performance – Engagement & value • GA Mobile App reporting: – Familiar interface, tuned for mobile app data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 122. Quick Poll • Are you measuring mobile app? – Not measuring my app – Already using Google Analytics app tracking – Using other free mobile analytics solution such as Flurry – Using other paid web/mobile analytics solution© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 123. Attribution Modeling • Create multi-touch, multi-channel attribution models to test value changes • Example: – Discount last “direct” visit – What changes in value attribution across marketing channels? Note: Attribution Modeling is only available in GA Premium Edition© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 124. Attribution Modeling© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 125. Un-sampled Data • Download all your data without sampling • Get a clear (accurate) picture of metrics • Export large datasets for data warehouse integration http://www.analyticspros.com/blog/google- analytics/sampled-vs-unsampled-data/ Note: Unsampled Data is only available in GA Premium Edition© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 126. More Premium-Only Features • Enhanced advertising measurement • More Custom Variables • Faster, more up-to-date data • 24x7 Support, SLA’s • Resellers provide enhanced support, training, and consulting services beyond the product© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 127. Why Think About Premium? • Do potential gains exceed the required investment? • Does your scale require more data ”We didn’t realize how many answers to our questions were already buried in – 10mm+ hits/month our data until we partnered with – 500k+ visits/month Analytics Pros to implement Google Analytics Premium.” • Do you need SLA assurances & support? - EJ Kalafarski, VP of Product, Onswipe • More at www.gopremium.biz© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 128. Google Tag Manager • Marketing tag management platform • Increases marketing agility – Launch new tags in minutes • Full QA/Testing built-in • Google scale & reliability • http://www.google.com/tagmanager© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 129. 3rd Party Apps for Data Analysis • Vast ecosystem of apps • Make faster, better use of GA • Rules for a good app: – Does something that GA itself doesn’t do well – Directly hooks into GA data – Deepens the analysis you can do on your data – Enhances sharing of data© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 130. Report Shortcuts • http://analytics.blogspot.com/2012/08/get- to-your-data-faster-announcing.html© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 131. Android App for GA Reports • http://analytics.blogspot.com/2012/06/data- at-your-fingertips-announcing.html© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 132. Google Docs Integration • http://analytics.blogspot.com/2012/08/autom ate-google-analytics-reporting.html© 2012, Caleb Whitmore & Analytics Pros, Inc.
  • 133. Thanks Questions? Caleb Whitmore @analyticspros© 2012, Caleb Whitmore & Analytics Pros, Inc.