Bend WebCAM - Making Smarter Decisions with Google Analytics
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Bend WebCAM - Making Smarter Decisions with Google Analytics Presentation 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.