http://online-behavior.com/analytics/definitionhttp://www.advanced-web-metrics.com/images/what-is-web-analytics.pngAt the end of the day, the role of an analyst is to understand a business context, understand the constraints and the desired outcomes, use whichever data makes sense, and offer optimal AND realistic solutions to the business.
So, how do we get to good data and develop a data framework. A Basic framework will have 4 levels, The first level is the Key Business Objective.
The Second level is the Marketing Activity
The third level is a KPI for that specific Marketing Activity
And the fourth level is the Specific Dimensions and Metrics required to report on the KPI
When thinking about your dimensions and metrics, think about your data sources. This is also a good time to identify each source of data.
Lets Look and an example for an ecommerce website.Third and fourth layer will be replaced by person who would read that report
Problem – Data’s from the same site. Diff btw tagging your URLs to get your data as accurate as possible and not. And this is just one small example.
Introduction Who we are
Justin Goodman• Google Analytics & Adwords Individual Qualification• 10 years in Internet Marketing• Forbes.com Contributor• Blogs Featured on SEOMoz• Speaker: – Digital World Expo – International Association of Business Communicators• American Marketing Association Member
Course ObjectiveWhat you can expect, what you will learn, and why you are here.
Course Objective• How to• What will be provided – Resources – Tools• Terminologies • Glossary
Analytics• What is Web Analytics – What is Google analytics• Why do you have a website?• Building a website measurement framework
What is Web Analytics• Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. -Web Analytics Association (Now Digital Analytics Association)
What is Web Analytics• "Analytics is the process of obtaining an optimal and realistic decision based on existing data." -Stehpane Hamel• “Study of online experience, in order to improve it -Brian Clifton
What is Google Analytics• Google Analytics (GA) is a service offered by Google that generates detailed statistics about a websites traffic and traffic sources and measures conversions and sales. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service. - Wikipedia
Why do you have a website• Exposure• Communication Portal• Promote yourself/ your services
Data Framework Dimensions Activity KPIKey Business & Metrics Objective Dimensions Activity KPI & Metrics Key Business Objective • This is the answer to the question: "Why does your website exist?“ • -Avinash Kaushik, Google Analytics Evangalist
Data Framework Dimensions Activity KPIKey Business & Metrics Objective Dimensions Activity KPI & Metrics Activity • The condition in which things are happening or being done. • A specific deed, action, function, or sphere of action
Data Framework Dimensions Activity KPIKey Business & Metrics Objective Dimensions Activity KPI & MetricsKey Performance Indicator• Measures that help you understand how you are doing against your objectives. • -Avinash Kaushik
Data Framework Dimensions Activity KPIKey Business & Metrics Objective Dimensions Activity KPI & MetricsDimension• A dimension is an descriptive attribute or characteristic of an object that can be given different values.• Simply put, the labels, descriptive names, within reports Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Data Framework Dimensions Activity KPIKey Business & Metrics Objective Dimensions Activity KPI & MetricsMetric• Metrics are individual elements of a dimension that can be measured as a sum or a ratio.• Simply put, the numbers within reports Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Data Framework Sample Visits Metrics Bounce Rate Increase Non-Branded Engaged New Visits by 5% ; 6 months Organic Dimensions New Visit SEO Non-Brand Increase Page 1 Visibility in Google Increase Page 1 Visibility in Metrics Organic Rank Increase New Google Organic10%; 6 months Organic by by 10%; 6 months Dimension GoogleEcommerce Sales Conversion Rate Metrics Increase Conversion Rate for Bounce Rate Conversion Rate Potential Customers by 10%; 6 Optimization months New visitor Dimensions Product Pages
Setting up Google Analytics• Google Analytics Account Creation• Tag Manager• Setting up Goals• Setting up Events
What is Campaign Tagging?• Used for Marketing Links pointing to your GA tracked website• Used to track online advertising campaigns – Email Marketing – Display Advertising – Paid Search – Etc.• Auto Tagging – Google paid search
Make Campaign Tagging Easier • bit.ly/url-builder
Tagging a Link? Required. Use utm_source to identify a search engine, newsletter name orCampaign Source other source.(utm_source) Example: utm_source=google Required. Use utm_medium to identify a medium such as email or cost-Campaign Medium per- click.(utm_medium) Example: utm_medium=cpcCampaign Term Used for paid search. Use utm_term to note the keywords for this ad.(utm_term) Example: utm_term=running+shoes Used for A/B testing and content-targeted ads. Use utm_content toCampaign Content differentiate ads or links that point to the same URL.(utm_content) Examples: utm_content=logolink orutm_content=textlink Used for keyword analysis. Use utm_campaign to identify a specific productCampaign Name promotion or strategic campaign.(utm_campaign) Example: utm_campaign=spring_sale
Conversion Breakdown Should you cut your email marketing Revenue Per Channel budget? Untagged Tagged Social PPC Organic Email 0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Event Tracking• category (required) - The name you supply for the group of objects you want to track.• action (required) - A string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object.• label (optional) - An optional string to provide additional dimensions to the event data.• value (optional) - An integer that you can use to provide numerical data about the user event.• non-interaction (optional) - A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.