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Ga-Konferenz-2011 Clancy Childs_Improving your business with GA

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  • 1. 3 Things to Do With Google Analytics Google Analytics Konferenz, Wien, September 29th 2011Clancy ChildsEMEA Manager, Google Analytics Google Confidential and Proprietary 1
  • 2. Web Analytics http://f1me.net Google Confidential and Proprietary
  • 3. In the Beginning… Google Confidential and Proprietary
  • 4. What Came Next Google Confidential and Proprietary
  • 5. The Three Main Web Analytics Activities Business Intelligence •  Executive Dashboards & Competitive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources Conversion Rate Improvement •  Identify Inefficient Parts of the Website •  Test Improvements to Help Usability •  Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
  • 6. Business Intelligence Google Confidential and Proprietary
  • 7. My Definition Actionable Metrics Business Intelligence Executive Visibility Google Confidential and Proprietary
  • 8. Actionable Metrics•  Must align with your business objectives. •  An Ecommerce site should focus on sales rather than visitors. •  A good tech support site might have a high bounce rate!•  Must pass the “So What?” test. •  For a change to any metric, if you can’t answer “So what?” with a reason of how it affects this business, then it is not a good metric.•  Must be able to be affected by the business. •  If a metric changes in the “wrong” direction, can you fix it?•  Should be refreshed frequently. •  Your business changes, so should your measurements. Google Confidential and Proprietary
  • 9. Executive Visibility Google Confidential and Proprietary
  • 10. How Big Should Our Dashboard Be? 7±2Fit on a single computer screen with no scrolling A single page of A4 paper Google Confidential and Proprietary
  • 11. Dashboard Delivery in Google Analytics Google Analytics Export API Etc. Google Confidential and Proprietary
  • 12. Traffic Optimisation Google Confidential and Proprietary
  • 13. Traffic Optimisation Quantity & Quality Google Confidential and Proprietary
  • 14. Intelligent Search Advertising  Hold your campaigns and keywords accountable  Calculate Return on Investment / Return on Ad Spend  Instead of budgeting, managing advertising to a Cost Per Acquistion target Google Confidential and Proprietary
  • 15. Intelligent Search Advertising   Identify converting organic keywords with low visits   Learn what your users are searching for on your site Google Confidential and Proprietary
  • 16. Organic Search Google Confidential and Proprietary
  • 17. Social Engagement Google Confidential and Proprietary
  • 18. But we are only looking at a small part of the story! Most marketers today rely on 3-5 marketing touches per campaignSource: InfoTrends, October 2010 Google Confidential and Proprietary 18
  • 19. Multi-Channel Funnels Google Confidential and Proprietary
  • 20. The Anatomy of a Conversion Last Interaction Time Lag Overall Path (Time to Convert) Length: 4 Assist Interactions First Interaction Google Confidential and Proprietary 20
  • 21. Conversion Rate Improvement Google Confidential and Proprietary
  • 22. The Components of Conversion Rate Improvement Tried & tested Google Confidential and Proprietary
  • 23. How Do You Decide on Site Design? The HiPPO: Highest Paid Person’s Opinion Google Confidential and Proprietary
  • 24. Using the Scientific Method 5. Implement and Refine 1. Analyse Data 4. Run a Test 2. Identify Problems 3. Build a Hypothesis Google Confidential and Proprietary
  • 25. Success Story: Cottages4You Checkout Process Resulted in a 21% increase in users going on to the next stage of checkout. Google Confidential and Proprietary
  • 26. Recap Google Confidential and Proprietary
  • 27. The Three Main Web Analytics Activities Business Intelligence •  Executive Dashboards & Competive Benchmarking •  Quarter on Quarter / Year on Year Comparisons •  General Health of the Online Business Traffic Optimisation •  ROI Monitoring Across Campaigns •  Discovery of New Keywords •  Tie Conversions to Traffic Sources Conversion Rate Improvement •  Identify Inefficient Parts of the Website •  Test Improvements to Help Usability •  Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
  • 28. Where to Get Help Google Confidential and Proprietary
  • 29. Danke! Google Confidential and Proprietary