Google Analytics
Powerful Data That Can Drive Effective Business Decisions




Marco Reginelli
Account Executive, Google

...
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....
Data can answer...

              How do people find me online?

                      Who are they?

                Wher...
Where does the data live?

Web logs

Spreadsheets

Desktop databases

Online analytics products

3rd party aggregators



...
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 Analytics: Direct Traffic




                                   Google Confidential and Proprietary
URL Amnesia




         Dash?            Dot/Underscore?

 www.topnotchdoggrooming sf online.com

              Two “G”s?...
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 Propri...
Other Tools: Quantcast.com




                                                 Google Confidential and Proprietary
      ...
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 Propriet...
DO THEY LIKE ME?


                   Google Confidential and Proprietary
Google Analytics: Top Content


       Evaluate Bounce Rates    Compare performance
                                  to s...
Google Analytics: Navigational Analysis




                                          Google Confidential and Proprietary
Google Analytics: Engagement Stats
                Pageviews

                    Bounce Rates

                          ...
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. Le...
#2 Separate the outliers from the expected data




              Indentify the clear trends, but
             don’t forge...
#3 Test the big ideas




   A         The web is fast and easy place to
                 test ideas and products         ...
#4 Be careful of the HiPPO




           Try to make data-driven decisions




               Highest Paid Person’s Opini...
Creating a data driven culture

• Give access to data

• Have a great idea? Sell it with data

• Measure all functions of ...
Q&A


      Google Confidential and Proprietary
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Google Analytics Presentation

  1. 1. Google Analytics Powerful Data That Can Drive Effective Business Decisions Marco Reginelli Account Executive, Google November 21st, 2009 Google Confidential and Proprietary
  2. 2. 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
  3. 3. 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
  4. 4. Where does the data live? Web logs Spreadsheets Desktop databases Online analytics products 3rd party aggregators Google Confidential and Proprietary 4
  5. 5. Google Analytics is FREE Google Confidential and Proprietary 5
  6. 6. HOW DO PEOPLE FIND ME ONLINE? Google Confidential and Proprietary
  7. 7. Direct Traffic Users who have memorized your URL or have you bookmarked. Google Confidential and Proprietary
  8. 8. Google Analytics: Direct Traffic Google Confidential and Proprietary
  9. 9. URL Amnesia Dash? Dot/Underscore? www.topnotchdoggrooming sf online.com Two “G”s? .net .biz? Google Confidential and Proprietary 9
  10. 10. Search Engine Traffic Google Confidential and Proprietary
  11. 11. Google Analytics: Search Engines Google Confidential and Proprietary
  12. 12. Referral Traffic Google Confidential and Proprietary
  13. 13. Google Analytics: Referring Sites Google Confidential and Proprietary
  14. 14. Other Tools: Google.com Link Operator www.google.com Google Confidential and Proprietary
  15. 15. Ad Traffic Google Confidential and Proprietary 15
  16. 16. Google Analytics: AdWords Campaigns Google Confidential and Proprietary 16
  17. 17. Keyword Traffic Google Confidential and Proprietary
  18. 18. Google Analytics: Keywords Google Confidential and Proprietary
  19. 19. Other Tools: Search Based Keyword Tool www.google.com/sktool Google Confidential and Proprietary
  20. 20. WHO ARE THEY? Google Confidential and Proprietary
  21. 21. Google Analytic: New vs Returning Visitors Google Confidential and Proprietary 21
  22. 22. Other Tools: Quantcast.com Google Confidential and Proprietary Also use www.google.com/adplanner
  23. 23. WHERE DO THEY COME FROM? Google Confidential and Proprietary
  24. 24. Geographic Traffic Google Confidential and Proprietary
  25. 25. Google Analytics: Map overlay Google Confidential and Proprietary
  26. 26. Other Tools: Google Insights for Search www.google.com/insights/search Google Confidential and Proprietary
  27. 27. DO THEY LIKE ME? Google Confidential and Proprietary
  28. 28. Google Analytics: Top Content Evaluate Bounce Rates Compare performance to site averages Google Confidential and Proprietary
  29. 29. Google Analytics: Navigational Analysis Google Confidential and Proprietary
  30. 30. Google Analytics: Engagement Stats Pageviews Bounce Rates Average Time on Site Loyalty Google Confidential and Proprietary
  31. 31. Google Analytics: Goals & Funnels Google Confidential and Proprietary
  32. 32. ARE THEY A VALUABLE CUSTOMER? Google Confidential and Proprietary
  33. 33. Google Analytics: Ecommerce Reports Google Confidential and Proprietary 33
  34. 34. Google Analytics: Advanced Segments Google Confidential and Proprietary 34
  35. 35. HOW DO I STACK UP AGAINST THE COMPETITION? Google Confidential and Proprietary
  36. 36. Google Analytics: Benchmarking Google Confidential and Proprietary 36
  37. 37. Competitive Landscape: Compete.com Google Confidential and Proprietary
  38. 38. Competitive Landscape: Quantcast.com Google Confidential and Proprietary
  39. 39. HOW CAN I PLAN FOR THE FUTURE? Google Confidential and Proprietary
  40. 40. Demand: Google Insights for Search Google Confidential and Proprietary
  41. 41. FINAL TIPS Google Confidential and Proprietary
  42. 42. #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
  43. 43. #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
  44. 44. #3 Test the big ideas A The web is fast and easy place to test ideas and products B Google Confidential and Proprietary 44
  45. 45. #4 Be careful of the HiPPO Try to make data-driven decisions Highest Paid Person’s Opinion Google Confidential and Proprietary
  46. 46. 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
  47. 47. Q&A Google Confidential and Proprietary
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