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Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10

by Kyle James

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So you have just installed a JavaScript code on every one of your pages to track visitors on your site. Maybe you used Google Analytics or some other service and you’re collecting all this great information. Well what do these terms mean and what metrics should I care about? After a quick explanation of terms this presentation will dig into how to filter Google Analytics for more exact and effective data. From here we will explore reports that are actually valuable to higher education and actionable steps that can be taken from this data. Finally we will talk about best practice techniques and explore analytics beyond your website, monitoring your institutions identity across the Web.

For More Details: http://2010.highedweb.org/EventDetail.aspx?guid=cb2358de-c1ef-46f7-abde-8a6010eb48c1

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Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10 Presentation Transcript

Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Kyle James
kyle@nucloud.com
twitter.com/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.comnuCloud.com
hubspot.com

No Need To Take Notes
doteduguru.com
doteduguru.com/web-analytics

Why Am I Talking to You?
?

Points to Cover
Building the Argument
Key Performance Indicators (KPI)
Understanding Key Terminology
All Things Google Analytics
Additional Analytics
4 Rules of Analytics

If a tree falls in a forest and noone is around to hear it, does it make a sound?

Are you listeningto what your visitors tell you?

?
How are you making web decisions?

What is Important?

Possible Important Items
Admission Specific

Apply to College
Schedule a Campus Visit
Request Info
Download the Viewbook
Take a Virtual Tour

General Goals

Sign up for email updates
Watch Videos
Subscribe to RSS
Become FacebookFan
Join LinkedIn Group
Read Blogs

Key Performance Indicators

Understanding Analytics Terms

Understood Terms

Visits
Pages/Visit
Absolute Unique Visits
% New Visits
Traffic Source
Landing Page

Misunderstood Terms

Pageviews
Avg. Time on Site
Bounce Rate
Exit Rate
Traffic Types

Pageviews
not a meaningful statistic

Avg. Time on Site

Bounce Rate / Exit Rate
Bounce Rate
Exit Rate
* a Bounce is always an Exit, but an Exit is not always a Bounce

Traffic Types

Benchmarking

Benchmarking
http://nucloud.com/edurank/

BenchmarkingGoogle AnalyticsLaw & Government -> Education -> Colleges & Universities

Choosing an Analytics Package

Why Google Analytics is Free
98% of Google’s Revenue comes from advertising
The more they know the better ads they can serve up and better user behavior
Very tight integration with Google AdWords

Installing Google Analytics

Installing Google Analytics
SiteScan
http://www.sitescanga.com
WASPhttp://webanalyticssolutionprofiler.com/

Data Overload?

Segment
Filter

Google Analytics Profile

Up to 100 Profiles
with www or without
Setup Default page
Exclude URL Query
Setup Site Search

Google Analytics Profile

Standardizing Data
What’s wrong with this picture?

Standardizing Data

Standardizing Data
www.doteduguru.com
or
doteduguru.com

Sub-domain Traffic Filter

FilterBecause you don’t always want everything

Including All Domains Traffic Filter

Exclude IP Traffic Filter

Directory Filter

Country Filter

Full Referral URL Filter

Tracking and Tagging

Destination URL Tagging

When to Tag URLs
Email Marketing
Paid Search (PPC, Banner Ads)
Offline Event Tracking

Destination URL Builder Spreadsheet
Email Marketing
Paid Search (PPC, Banner Ads)
Offline Event Tracking
http://bit.ly/URL_Builder

Tracking Links

Tagging Audience Segments

Reports

Site Search Report

Keyword Report

Content by Title Report

Referring Sites Report

404 Error Page Report

Goal Conversions

Wait…There’s more

Offline Campaigns

Blogs

RSS Statistics

ShareThis Tracking

Web Analytics 2.0

Ask Your Audience

Monitor Social Media Growth

Video Analytics

Monitoring Online Identity

RSS and Alerts

Viral Campaigns

Final Thoughts

Web Analytics Rule #1“Always Be Testing”
#1

#2
Web Analytics Rule #2“Don’t get caught up in the numbers. Look at the TRENDS”

#3
Web Analytics Rule #3“Setup a reporting scheduleand track key metrics”

Web Analytics Rule #4“Set Goals”
#4

Setting Goals

X campus visits scheduled a month
X number of viewbooks downloaded a month
Lower bounce rate on specific landing page X% over next month
Get donor email campaign to generate X amount over next month
Increase our video exposure X% for next month
Promote and increase presence on a social network by X%

Higher Ed Analytics Revolution
http://higheredanalytics.com/analytics/

Additional Reading
doteduguru.com/web-analytics
Occam’s Razor - www.kaushik.net/avinash/
Trending Upwards by Shelby Thayer - www.trendingupward.net/
Google Analytics Bloganalytics.blogspot.com/

Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Questions?
Kyle James
jameskm03@gmail.com
twitter.com/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.com
hubspot.com
nuCloud.com