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Google Analytics Bootcamp Bogota Junio 25 2012 Dia 1
 

Google Analytics Bootcamp Bogota Junio 25 2012 Dia 1

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Primera Presentación del Bootcamp Bogota Junio 25 2012 dia 1, conducida por Jorge Quiroga

Primera Presentación del Bootcamp Bogota Junio 25 2012 dia 1, conducida por Jorge Quiroga

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Google Analytics Bootcamp Bogota Junio 25 2012 Dia 1 Google Analytics Bootcamp Bogota Junio 25 2012 Dia 1 Presentation Transcript

  • Google Confidential and Proprietary
  • WEB ANALYTICS BOOTCAMPJunio 25 – 28 2012Bogotá Jorge Quiroga Digital Marketing Strategist Google Web Analytics Guru jorgequiroga@google.com twitter: jorgeAquiroga #googleanalyticsbogota www.latamdigital.com Google Confidential and Proprietary
  • ¡Bienvenidos!•  Propósito: formar gurús de Google Analytics en cada una de las agencias de publicidad, centrales de medios, creativas, digitales, etc…•  Esto no es una conferencia ¡es un bootcamp!•  Felicidad = que cada uno de ustedes pueda tomar y pase el Google Analytics Individual Qualification Exam•  Felicidad = que cada uno de ustedes tenga un proyecto de Analytics con un cliente y se vuelvan el/la líder de analytics en sus empresas•  ¿Expectativas?•  Sitio DEMO3 Google confidential Google Confidential and Proprietary
  • Web Analytics 2.0 Jorge Quiroga Digital Marketing Strategist Google Web Analytics Guru Google Confidential and Proprietary
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  • Los weblogs de los ‘90 Google Confidential and Proprietary
  • Más bonito, sí. ¿Están tomando mejores decisiones? Google Confidential and Proprietary
  • 4 problemas estructurales de negocio Google Confidential and Proprietary 8
  • CLICKS Google Confidential and Proprietary
  • Para conocer una modelo en tu ciudad, has Visitas: 999 Google Confidential and Proprietary
  • Para conocer una modelo en tu ciudad, has Visitas: 1000 Google Confidential and Proprietary
  • DATOS AGREGADOS Google Confidential and Proprietary 12
  • Conversiones%Conversión = Visit an tesÚni cos Google Confidential and Proprietary
  • ego-cen-trísmo Google Confidential and Proprietary 14
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  • MIMOS Google Confidential and Proprietary 18
  • MiMOSManes con Ideas y MayOr Salario Google Confidential and Proprietary 19
  • ? Google Confidential and Proprietary
  • ¿Sorprendido con la falta de éxito?•  Están midiendo sólo clicks•  Intentando encontrar información valiosa con datos agregados•  Con datos que sólo están midiendo lo que USTEDES están haciendo•  Y resolviendo el problema para los mimos Google Confidential and Proprietary
  • SOLUCIONES 22
  • Web Analytics 1.0 Clickstream Insights Insights Google Confidential and Proprietary
  • Web Analytics 2.0 Qué pasó Clickstream Análisis por que tanto objetivos Experimentos y Pruebas por qué La Voz del usuario qué más Inteligencia Competitiva lo que Insights Insights buscamos Google Confidential and Proprietary
  • smart CLICKSTREAM Google Confidential and Proprietary 25
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  • ANÁLISIS POR OBJETIVOS Google Confidential and Proprietary 29
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  • Visión 360 Google Confidential and Proprietary 32
  • Seguimiento de campañas offline Photo: http://flickr.com/photos/36824782@N00/93740004 Google Confidential and Proprietary 33
  • Utilizamos “Vanity URLs” www.misitio.com/MySale Redirige a http://www.misitio.com/landingpage.html? utm_source=impreso&utm_medium=ad&utm_campaig n=Oferta+ElTiempo+Ene+2011&utm_content=Aviso +Full+Página Dimension Valor Source Impreso Medium Ad Campaign Oferta ElTiempo Ene 2011 Ad Content Aviso Full Página Google Confidential and Proprietary 34
  • Comparar la eficiencia de múltiples canales Google Confidential and Proprietary 35
  • Seguimiento de Objetivos (Conversiones)1. Aumentan Ingresos2. Disminuyen Costos3. Aumentan la satisfacción del cliente y/o su lealtad Google Confidential and Proprietary 36
  • Conectando Objetivos de negocio conObjetivos de Web Analytics Google Confidential and Proprietary 37
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  • Experimentar Google Confidential and Proprietary
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  • 1.  Get involved Image2.  Family Image3.  Change Image4.  Barack’s Video5.  Springfield Video6.  Sam’s Video Google Confidential and Proprietary
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  • Resultados Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Google Confidential and Proprietary
  • Resultados Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Google Confidential and Proprietary
  • Resultados Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Google Confidential and Proprietary
  • Experimento sobre el Botón Donaciones Google Confidential and Proprietary
  • Experimento sobre el Botón Donaciones Never Signed Up, Previously Variations Signed Up Never Donated Donated 0.0% 0.0% 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4% Google Confidential and Proprietary
  • LA VOZ DELUSUARIO Google Confidential and Proprietary 56
  • Tres preguntas claves 1. “¿Por qué está aquí?” 2. “¿Pudo lograr su objetivo con esta visita?” 3. “Si no logró su objetivo ¿por qué fue?” Google Confidential and Proprietary 57
  • Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no?Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieranSí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poderSi, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahoraDesesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entoncesSí, me encanta, ahora, si tan solo, yo, yo, hagan esto por mi, y ahoraSi, no, esto, y ahora, lo otro, dónde está, por qué no, me encantaSí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora Google Confidential and Proprietary 58
  • Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no?Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieranSí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poderSi, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahoraDesesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entoncesSí, me encanta, ahora, si tan solo, yo, yo, que idiotez, y ahoraSi, no, esto, y ahora, lo otro, dónde está, por qué no, me encantaSí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora Google Confidential and Proprietary 59
  • INTELIGENCIACOMPETITIVA Google Confidential and Proprietary
  • Google Confidential and Proprietary 61
  • Herramientas Inteligencia Competitiva Google Confidential and Proprietary 62
  • Web Analytics 2.0 Google analytics Clickstream google 3 analytics Análisis por objetivos 2 google website Experimentos y optimizer Pruebas 4 La Voz del SURVEY usuario MONKEY 1 Inteligencia Competitiva ¿mala memoria? 5 Insights Insights usted Google Confidential and Proprietary
  • ¿ES MUCHOTRABAJO? sí… Google Confidential and Proprietary
  • Google Confidential and Proprietary
  • ¡Gracias!¿Preguntas?Jorge A. QuirogaAccount Strategist – Web Analytics Gurutwitter: @jorgeaquirogablog: www.latamdigital.com Google Confidential and Proprietary 66
  • Tallera.  Análisis por Objetivos a.  ¿Cuales son los objetivos con este site? b.  ¿Qué métricas definirián para medir el cumplimiento de los objetivos? c.  ¿Está alineada la estructura del site con los objetivos? d.  ¿Cuales son las diferentes audiencias que puede tener el site y cuales serían los objetivos de cada una?b.  Experimentación y Pruebas a.  ¿Cómo diseñaría un experimento para este site? (Tipo de experimento, variaciones y métricas)c.  La voz del usuario a.  ¿Cuales son las tres preguntas que le haría a sus visitantes?d.  Inteligencia Competitiva a.  ¿Qué métricas quisieran ver de inteligencia competitiva? b.  ¿Qué decisiones tomaría con estas métricas? Google Confidential and Proprietary 67
  • Key milestones 50% of the top 1,000 sites* has Google Analytics installed Google Analytics v2 Moving analytics from the Google Analytics v4 Google Analytics v5 backroom to the boardroom Making analytics more Faster access to insight intelligentGoogle Analytics v1 Democratizingadvanced analytics to Google Analytics v3 the masses Making accessible Google Analytics Premium enterprise features to Closed pilot launches everyoneGoogle buys Urchin Software Google Analytics Premium Open to the public! 2005 2007 2008 2009 2011 Re-design Custom Reports Multiple dashboards Pervasive use Advanced Segments Events as goals *Source: Alexa Term cloud visualization Internet Inc. Google Confidential and Proprietary Google confidential
  • A tool for answering business questions How are users engaging with my site?How can I make my marketing campaigns more effective & accountable? Am I creatingeffective content?Where and why are visitorsabandoning my shopping cart? Google Confidential and Proprietary Google confidential *
  • An intuitive and powerful tool Clean, simple interface leads to a short learning curve and wide-spread use throughout an organization. Dynamic help content to guide users to an accurate understanding of what they’re looking at. Advanced analysis functions at your fingertips. Google Confidential and Proprietary Google confidential *
  • Geographic reporting Google Confidential and Proprietary Google confidential
  • Advanced segmentationAdvanced Segments allow you to isolate and analyze specific kinds oftraffic Google Confidential and Proprietary Google confidential
  • Custom reportingCustom Reports allow you to create reports showing exactly theinformation you want to see. Google Confidential and Proprietary Google confidential
  • Easy AdWords reporting integrationLink up AdWords and Analytics for more robust campaign reporting Google Confidential and Proprietary Google confidential
  • Custom campaign trackingEasily tag campaigns to track all online media consistently Google Confidential and Proprietary Google confidential
  • Multi-channel funnel reports Google Confidential and Proprietary Google confidential
  • Custom dashboards Google Confidential and Proprietary Google confidential
  • Goal tracking & eCommerce reportingTrack goals, transactions and valuable visitor activities Google Confidential and Proprietary Google confidential
  • Event trackingTrack user engagement within a webpage Google Confidential and Proprietary Google confidential *
  • Visitors and goal flowVisualize how users navigate through your site and your goalpaths Google Confidential and Proprietary Google confidential
  • Real-time reportingSee what’s happening on a site right now Google Confidential and Proprietary Google confidential
  • Intelligence reportsLet Google Analytics show you what’s important Google Confidential and Proprietary Google confidential
  • Responding to customer feedbackWhy we developed GA Premium I have a complex site that I need reassurances my gets lots data is accurate and up- I want to see of traffic and need a great to-date and export unsampled implementation that and the UI is data. supports my always available. hit volume. Google Confidential and Proprietary Google confidential
  • What is it?More Data, guarantees service and world class support - all for anannual flat rate of $150K Advanced analysis tools Processing Dedicated power support SLAs Google Confidential and Proprietary Google confidential
  • More processing powerCollect and analyze more data with the guarantee that metrics areprocessed multiple times a day, without data sampling Accelerated Lifted Data Unsampled Reporting:Data fresh Limits:Lifted data Reports:Access in the UI to 4 hours collection limits of significantly larger on standard reports up to 1 billion hits data volumes per month directly from GA Google Confidential and Proprietary * Google confidential
  • Service level agreements & contractSite activity will be reliably recorded and available at all times. Weguarantee uptime, and we’ll compensate if we don’t deliver. SLA on collection: 99.9% in Guarantees on reporting: 99% any calendar month in any calendar month Google Confidential and Proprietary * Google confidential
  • Dedicated service & supportAccount management and technical support ensure customersget maximum value from Google Analytics. Our support packagehas four parts: A dedicated Implementation Ongoing account Specialists audit Technical Training is manager is existing Google Support via provided for assigned to Analytics email or phone. marketers, coordinate with Installations or 24/7 support is business internal create available for resources and critical issues. analysts and implementation technical staff, ensures service guides from customized to satisfaction. scratch. the client’s needs. Google Confidential and Proprietary * Google confidential
  • Unsampled reportsMillions of rows of unsampled data Google Confidential and Proprietary Google confidential
  • Increased custom variables50 custom variables provide deeper insights and granular analysisabout site usage 1 6 11 16 21 26 31 36 41 46 2 7 12 17 22 27 32 37 42 47 3 8 13 18 23 28 33 38 43 48 4 9 14 19 24 29 34 39 44 49 5 10 15 20 25 30 35 40 45 50 Google Confidential and Proprietary Google confidential
  • Multi-channel attribution modeling tool Google Confidential and Proprietary Google confidential
  • Improved access control listsMore flexible and granular controls Google Confidential and Proprietary Google confidential
  • Premium vs. FreeKey Differences Free Version PremiumGreater Data Processing More Data Monthly Hits 10 million per month 1 billion+ per month Sampling Limit 500,000 visits 50 million visits Data Freshness 24 hours 4 hours or less Profile Limit 50 100+ Rows Available for Export 50,000 (in UI) 1,000,000 (for download)Flexible and Attribution Modeling n/aCustomizable Reporting ✔Features More Custom Variables 5 5024/7 World Class Support Implementation Review and n/a ✔ Services Dedicated Account n/a ✔ Management Technical Support Help n/a ✔ DeskService Level Agreements Reporting n/a 99% Data Collection n/a 99.9% Processing Time n/a Within 4 hours, 98% of the time Google Confidential and Proprietary Google confidential
  • Google Analytics Interface Map It is a complicated interface…93 Google Confidential and Proprietary
  • ImplementaciónCasos de uso del código Google Confidential and Proprietary
  • Standard Google Analytics Snippet _setAccount() Sets the web property ID _trackPageview() Sends info to servers95 Google Confidential and Proprietary
  • Subdomain TrackingPurposeTo track multiple subdomains (i.e. ‘www’ or ‘shop’) across onedomain _setAccount() Sets the web property ID _trackPageview() Sends info to servers _setDomainName() Sets the domain hash 96 Google Confidential and Proprietary
  • Cross domain TrackingPurposeTo track one visitor across multiple domains _setAccount() Sets the web property ID _trackPageview() Sends info to servers _setDomainName() Sets the domain hash _setAllowLinker() Tells GA to look for cookies _link() OR linkByPost() Appends cookies to URL 97 Google Confidential and Proprietary
  • Virtual PageviewsPurposeTo track non-pageload events OR to rename the URL _trackPageview Tells GA how to report the pageview 98 Google Confidential and Proprietary
  • Event TrackingPurposeTo gather additional reporting for non-pageview events _trackEvent Sends info to Servers category Required field action Required field Label, value and interaction Optional fields 99 Google Confidential and Proprietary
  • GA UI Overview +Implementation Guidehttp://goo.gl/HhyX8 Google Confidential and Proprietary