Why Analytics important for any business - EBriks Infotech
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Analytics provides data that should help companies make decisions and measure effectiveness. However, setting up analytics properly requires assembling various elements, similar to putting together Ikea furniture, before the data is useful. Proper analytics setup includes verifying code, filtering internal traffic, customizing reports, and segmenting traffic sources to make the data actionable.
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Why Analytics important for any business - EBriks Infotech
- 7. Ahhh sports.
- 8. Huh?
- 11. Analytics…
- 13. (Should) Help Make Decisions vs. ?
- 15. Stock Photo Warning Justifies Decisions Budgets
- 16. Justifies Decisions Budgets “Here’s your budget.” - Cheesy stock photo guy
- 17. But It’s Hard Work.
- 18. Why is it hard work?
- 19. Because analytics is like…
- 20. Analytics Is Like Buying Furniture At Ikea.
- 23. Analytics Used To Be Like THIS. Confusing.
- 24. Analytics Used To Be THIS. Poor data.
- 25. Then Came This…
- 26. We Can Still Do Better… Default reports not actionable.
- 28. Verify Analytics Code Use Screaming Frog Custom Filters To Check For Code - @rachaelgerson http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
- 29. Verify Analytics Code Use Browser Plugins Analytics Debugger - http://bit.ly/Pw18sf
- 30. Verify Analytics Code Use Browser Plugins Analytics Helper - http://bit.ly/XbyJuL
- 32. Filter Internal Traffic Range Of IP Address Tool http://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
- 33. Filter Internal Traffic Using RegEx from the tool, paste into a custom filter.
- 34. Increase Sample Size – Site Speed Data 10 is 10% sample rate. Can go up to 100% (although not recommended for very large sites).
- 35. Sharing Customizations Is Hard Do you want to cut and paste all of these segments just to share them?
- 36. Managing Accounts With Chrome Logins Create Chrome Login for each client. Access analytics, WMT, G Docs all from one account/Chrome Login.
- 37. Managing Accounts With Chrome Logins http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple- seo-clients-browser-accounts/
- 38. Set Up Site Search Finding the query parameter – perform a search on the site and look at URL.
- 39. Set Up Site Search Go to admin->Profile Settings->Scroll Down
- 40. Set Up Site Search Go to content->site search->search terms
- 41. Lame.
- 42. Custom Report! Internal Search Performance Custom Report http://bit.ly/SGoaw3
- 43. Custom Report – Top Level First Level – Visits With/Without Site Search
- 44. Custom Report = Super Action-ability Find high bounce / exit search terms. CREATE that content.
- 45. Segment Branded Keywords Default segment: not totally worthless but close.
- 46. Segment Brand Keywords Create advanced segment (this brand name is a simple example). Brand Name: VacuumSpot
- 47. Segment Non-Brand Keywords EXCLUDE brand names segment – to measure only generic keywords. Brand Name: VacuumSpot
- 48. Organic Search NEW Non-Brand Acquisition From Google Brand Name: VacuumSpot
- 49. Measure Social Media Traffic(?) Default GA Social Traffic View How many of these are actually “social networks”?
- 50. Measure Social Media Traffic(?) Would you call this “social media”?
- 51. Segment Social Media Traffic Build your own social media segment. Don’t forget short URLs (ie: t.co) Use this segment as a starting point. http://bit.ly/RzKHdX
- 52. Segment # of Keywords In Search 1 Word Searches http://bit.ly/SqSR6j 2 Word Searches http://bit.ly/PwbGrk 3 Word Searches http://bit.ly/WnlUOO 4+ Word Searches http://bit.ly/PPRdPD RegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$ More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long- tail/
- 53. Site Section Performance – Case Study www.admissionsquest.com
- 54. Site Section Performance – Case Study Which of these should they do more of? Less of?
- 55. Site Section Performance – Case Study What’s bringing the most traffic for the least effort?
- 56. Site Section Performance – Case Study www.admissionsquest.com Data Needed: 1. Site sections – Screaming Frog 2. Number of pages indexed each section – Google queries 3. Number of Google visits each section – analytics
- 57. Site Section Performance – Case Study www.admissionsquest.com Desired End Metric -> Visits From Google Per Pages In Section
- 58. Site Section Performance – Case Study First crawl the site with Screaming Frog. Export HTML to csv.
- 59. Site Section Performance – Case Study In Excel, tag each section (and sub-sections if you want) of the site.
- 60. Site Section Performance – Case Study Hopefully you’ll have about 8-12 main sections.
- 61. Site Section Performance – Case Study Find out how many are indexed for each section with advanced queries. (Might be tricky if site doesn’t have good URL structure)
- 62. Site Section Performance – Case Study Put in spreadsheet – site sections and how many pages indexed per section.
- 63. Site Section Performance – Case Study Create segments for EACH section in analytics. Organic Google traffic only.
- 64. Site Section Performance – Case Study Apply segment to get number of visits from Google.
- 65. Site Section Performance – Case Study Add number of visits to spreadsheet. Divide Visits by Pages Indexed =(C2/D2)
- 66. Site Section Performance – Case Study Graph It. Long form evergreen articles perform amazingly well compared to blogging.
- 67. Case Study - SaaS – WPMU Premium http://premium.wpmudev.org
- 68. Problem: Four User States 1. Not logged in / not paying 2. Logged in / not paying 3. Logged in / paid 4. Admin
- 69. Use Custom Variables - User States https://developers.google.com/analytics/devguides/collection/gajs/gaTra ckingCustomVariables
- 70. Use Custom Variables - User States Original setup – not ideal.
- 71. Use Custom Variables - User States Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/ Improved setup
- 72. Use An End To End Report http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/ Acquisition How they found you Source Keyword Behavior What they did Bounces Pages/visit Outcome What happened Transactions Per visit value
- 73. Use An End To End Custom Report http://bit.ly/Yrm71n
- 74. Use An End To End Custom Report (Note: yes, I meant acquisition – whoops!) http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
- 75. So Let’s Review
- 76. Analytics is could be like…