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GAUC Sydney & Melbourne 2013 - Michael David - Internetrix
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GAUC Sydney & Melbourne 2013 - Michael David - Internetrix

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The latest version of the presentation given by Michael David at the Sydney and Melbourne GAUC 2013 on Reporting for Action. The content is regarding getting Insight at a Glance by building Google …

The latest version of the presentation given by Michael David at the Sydney and Melbourne GAUC 2013 on Reporting for Action. The content is regarding getting Insight at a Glance by building Google Analytics Custom Reports and Dashboards.

Published in: Education, Technology, Business

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  • 1. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013Reporting For ActionMichael David, Internetrix
  • 2. #GAUC2013Google Analytics User Conference 2013Custom ReportsWhat, Why and How?DashboardsWhat, Why and How?Five Rules of Dashboards#GAUC2013Google Analytics User Conference 2013Insight at a Glance
  • 3. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013BUSINESS REPORTING TRENDS• 83.6% of all statistics are made up on the spot.• Increased desire to measure digitalperformance• Increased management accountabilityto deliver and justify results• Executives making data driven decisions (HIPPO)
  • 4. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013GOOGLEANALYTICS AND DATA ISSUES• Provides overflowing data• Issues faced;• Measure multiple performances• Difficult to identify the most critical metrics• How to communicate performance for metrics• How to use findings to drive action
  • 5. #GAUC2013Google Analytics User Conference 2013Custom Reports#GAUC2013Google Analytics User Conference 2013
  • 6. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WHAT ARE THEY?Super ReportQuick to BuildSaves time
  • 7. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WHERE IS THE VALUE?• Consolidate relevant business metrics• Accessible and actionable key data• Build around business needs• Easy to share• Available as long as required* not all dimensions and metrics work together
  • 8. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013CREATING A CUSTOM REPORTThis video can be found on YouTubehttps://www.youtube.com/watch?v=kk8fi9vwuGI
  • 9. #GAUC2013Google Analytics User Conference 2013Explorer• Most commonly used• Derive insight from data subsets• Metrics groups allow easier analysis#GAUC2013Google Analytics User Conference 2013EXPLORER REPORTS
  • 10. #GAUC2013Google Analytics User Conference 2013Flat Table• View dimensions side by side, as columns• Exporting, email and printing of critical data• Better view of data aggregated for extraction#GAUC2013Google Analytics User Conference 2013FLAT TABLE REPORTS
  • 11. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WHAT IS THE DIFFERENCE?ExplorerFlat Table
  • 12. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WEBSITE CONTENT INSIGHTExample: Content Efficiency Analysis Report• What is the best performing content?Text, Video, Images?• What content provides the most business value?• What is your websites most engaging content?• Put all key metrics into one report.http://goo.gl/3frsZ
  • 13. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013BUILD A CONTENT EFFICIENCY REPORTThis video can be found on YouTubehttps://www.youtube.com/watch?v=2tkvbKn3Ews
  • 14. #GAUC2013Google Analytics User Conference 2013Input OnsiteActivity Outcome(Visits + %New Visit ) (Bounce Rate + Avg Time on Site) (Goal + Avg Value)Acquisition Engagement Conversion#GAUC2013Google Analytics User Conference 2013FOCUS ON END TO END
  • 15. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013Paid Search MICRO-ECOSYSTEM• What is important to your target audience(s)?• Match metrics to their requirements• Combine to reduce the number of reports• Avinash Kaushik• Blog: Occam’s Razor• http://goo.gl/XKMOu
  • 16. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013SHARING CUSTOM REPORTS
  • 17. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013CUSTOM REPORTING TIPS• Don’t underestimate the importance of Goals• Contrast between dimensions (different angles)• Look to generate insight not questions• Measure success by goal performanceNO GOALS, NO GLORY!
  • 18. #GAUC2013Google Analytics User Conference 2013Dashboards#GAUC2013Google Analytics User Conference 2013
  • 19. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WHAT CAN A DASHBOARD DO?• Empower a rapidunderstanding ofbusiness performance• Track critical businessdata in and easy tounderstand manner• Help communicateinsight to drive actions
  • 20. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013HOW IS IT DONE?• Bring it all together• Consolidated view of relatedattribution metrics• Segment report or widgetadd to Dashboard• 20 Dashboards allowing 20Report Widgets
  • 21. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013WHAT IS A WIDGET?
  • 22. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013Dashboard Commandments1. Benchmark and segment2. Isolate the critical few metrics3. Don’t stop at metrics – include insights4. The power of a single page5. Stay relevant and churn
  • 23. #GAUC2013Google Analytics User Conference 2013• Never report on a metrics all by itself,provide context.• Benchmark Goals/identify prior performancefor context. No context = No value.• Dive into data sub sets for a clearer picture.Segmentation is important.#GAUC2013Google Analytics User Conference 2013RULE #5: BENCHMARK AND SEGMENT
  • 24. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013RULE #4: ISOLATE THE CRITICAL METRICS• GA provides large volumes of data.• Using all metrics for decision making is difficult.• Focus on the complementary critical metrics.• Try and limit a dashboard to 10 metrics.
  • 25. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013RULE #3: INCLUDE INSIGHTS• Jumble of measurement tools (dials/graph).• Data displayed is only at the summary level.• Consider C-Level Execs / decision makers.• Include insights summarising performance.
  • 26. #GAUC2013Google Analytics User Conference 2013• More than an A4 page, it is a report.• Forces selection of golden dashboard metrics.• 100% of business performance in an area.• The page provides direction to drive action.#GAUC2013Google Analytics User Conference 2013RULE #2: POWER OF A SINGLE PAGE
  • 27. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013RULE #1: STAY RELEVANT• Business changes, high-level priorities evolve.• Competitors create new ideas and innovate.• Business Goals change with the environment.• Adjust metrics for new Goals.Evolve Dashboardsto reflect changes.Planning forevolution &churn is a must.
  • 28. #GAUC2013Google Analytics User Conference 2013• Provides an overview on performance.• Summarise various reports on a single page.• Monitor multiple metrics at once.• Check the health of accounts.A one stop overview ofa performance segment!#GAUC2013Google Analytics User Conference 2013DASHBOARDS DRIVE ACTION
  • 29. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013DASHBOARD TIP: KEEP IT CLEAN!
  • 30. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013SHARING DASHBOARDS
  • 31. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013DASHBOARDS VS CUSTOM REPORTINGSo what is the difference?Dashboards provide an overview of a key areaor end to end performance.Custom Reports help to analyse behaviour ofa segment/data subset, providing deeperinsight into performance.
  • 32. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013Final Thoughts• SHARE THE LOVE!Both Dashboards and Custom Reports can beshared – internally and externally without revealingsensitive data (structure only).• THE HARD WORK IS ALREADY DONE!There are many online resources for great reportsand dashboards.
  • 33. Thank you#GAUC2013Google Analytics User Conference 2013Thank Youmichael.david@internetrix.com.au@internetrix#GAUC2013