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2009 GHTA Conference Presentation

2009 GHTA Conference Presentation

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    Google Analytics Presentation Google Analytics Presentation Presentation Transcript

    • Google Analytics Powerful Data That Can Drive Effective Business Decisions Marco Reginelli Account Executive, Google November 21st, 2009 Google Confidential and Proprietary
    • Five challenges with data 1. Not enough of it 2. Too much of it 3. Don’t trust it 4. Don’t know what to do with it 5. We go with the HIPPO anyway Google Confidential and Proprietary 2
    • Data can answer... How do people find me online? Who are they? Where do they come from? Do they like me? Are they a valuable customer? How do I stack up against the competition? How can I plan for the future? Google Confidential and Proprietary 3
    • Where does the data live? Web logs Spreadsheets Desktop databases Online analytics products 3rd party aggregators Google Confidential and Proprietary 4
    • Google Analytics is FREE Google Confidential and Proprietary 5
    • HOW DO PEOPLE FIND ME ONLINE? Google Confidential and Proprietary
    • Direct Traffic Users who have memorized your URL or have you bookmarked. Google Confidential and Proprietary
    • Google Analytics: Direct Traffic Google Confidential and Proprietary
    • URL Amnesia Dash? Dot/Underscore? www.topnotchdoggrooming sf online.com Two “G”s? .net .biz? Google Confidential and Proprietary 9
    • Search Engine Traffic Google Confidential and Proprietary
    • Google Analytics: Search Engines Google Confidential and Proprietary
    • Referral Traffic Google Confidential and Proprietary
    • Google Analytics: Referring Sites Google Confidential and Proprietary
    • Other Tools: Google.com Link Operator www.google.com Google Confidential and Proprietary
    • Ad Traffic Google Confidential and Proprietary 15
    • Google Analytics: AdWords Campaigns Google Confidential and Proprietary 16
    • Keyword Traffic Google Confidential and Proprietary
    • Google Analytics: Keywords Google Confidential and Proprietary
    • Other Tools: Search Based Keyword Tool www.google.com/sktool Google Confidential and Proprietary
    • WHO ARE THEY? Google Confidential and Proprietary
    • Google Analytic: New vs Returning Visitors Google Confidential and Proprietary 21
    • Other Tools: Quantcast.com Google Confidential and Proprietary Also use www.google.com/adplanner
    • WHERE DO THEY COME FROM? Google Confidential and Proprietary
    • Geographic Traffic Google Confidential and Proprietary
    • Google Analytics: Map overlay Google Confidential and Proprietary
    • Other Tools: Google Insights for Search www.google.com/insights/search Google Confidential and Proprietary
    • DO THEY LIKE ME? Google Confidential and Proprietary
    • Google Analytics: Top Content Evaluate Bounce Rates Compare performance to site averages Google Confidential and Proprietary
    • Google Analytics: Navigational Analysis Google Confidential and Proprietary
    • Google Analytics: Engagement Stats Pageviews Bounce Rates Average Time on Site Loyalty Google Confidential and Proprietary
    • Google Analytics: Goals & Funnels Google Confidential and Proprietary
    • ARE THEY A VALUABLE CUSTOMER? Google Confidential and Proprietary
    • Google Analytics: Ecommerce Reports Google Confidential and Proprietary 33
    • Google Analytics: Advanced Segments Google Confidential and Proprietary 34
    • HOW DO I STACK UP AGAINST THE COMPETITION? Google Confidential and Proprietary
    • Google Analytics: Benchmarking Google Confidential and Proprietary 36
    • Competitive Landscape: Compete.com Google Confidential and Proprietary
    • Competitive Landscape: Quantcast.com Google Confidential and Proprietary
    • HOW CAN I PLAN FOR THE FUTURE? Google Confidential and Proprietary
    • Demand: Google Insights for Search Google Confidential and Proprietary
    • FINAL TIPS Google Confidential and Proprietary
    • #1 Don’t be slave to the data Spend time on analysis and make quick, informed decisions. Let the data work for YOU! Google Confidential and Proprietary
    • #2 Separate the outliers from the expected data Indentify the clear trends, but don’t forget the possible gems in the outliers Google Confidential and Proprietary 43
    • #3 Test the big ideas A The web is fast and easy place to test ideas and products B Google Confidential and Proprietary 44
    • #4 Be careful of the HiPPO Try to make data-driven decisions Highest Paid Person’s Opinion Google Confidential and Proprietary
    • Creating a data driven culture • Give access to data • Have a great idea? Sell it with data • Measure all functions of the business (Qualitative and Quantitative) • A/B test whenever possible • Ask, “What does the data say?”...if inconclusive, dig deeper, or consider ways to get the data • Reward employees who use data to advance your business Google Confidential and Proprietary 46
    • Q&A Google Confidential and Proprietary