#stamats08 - What the Heck Do All These Numbers Mean?

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Presentation by Kyle James focusing on Google Analytics but looking beyond for Higher Education web decision making.

Presentation by Kyle James focusing on Google Analytics but looking beyond for Higher Education web decision making.

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  • 1. Kyle James [email_address] doteduguru.com
  • 2. Points to Cover
    • Building the Argument
    • Key Performance Indicators (KPI)
    • Understanding Key Terminology
    • All Things Google Analytics
    • Additional Analytics
    • 4 Rules of Analytics
  • 3. If a tree falls in a forest and no one is around to hear it, does it make a sound?
  • 4. Are you listening to what your visitors tell you?
  • 5. ? How are you making web decisions?
  • 6. What is the purpose of our website?
  • 7. Alfred Sloan on a Professional Manager
  • 8.  
  • 9. What is Important?
  • 10. Understanding Analytics Terms
  • 11. Understood Terms
    • Visits
    • Pages/Visit
    • Absolute Unique Visits
    • % New Visits
    • Traffic Source
    • Landing Page
  • 12. Misunderstood Terms
    • Pageviews
    • Avg. Time on Site
    • Bounce Rate
    • Exit Rate
    • Traffic Types
  • 13. Pageviews For more Info: doteduguru.com/stamats/pageviews
  • 14. Avg. Time on Site
  • 15. Bounce Rate Exit Rate Bounce Rate Exit Rate * a Bounce is always an Exit, but an Exit is not always a Bounce
  • 16. Traffic Types
  • 17. Benchmarking
  • 18. edurank.nucloud.com
  • 19. Website Grader For more Info: doteduguru.com/stamats/grader
  • 20. Benchmarking Google Analytics Society -> Education -> Colleges & Universities
  • 21. Types of Clickstream Data
    • Web Logs
    • Web Beacons
    • Packet Sniffing
    • JavaScript Tags
    For more Info: doteduguru.com/stamats/datatypes
  • 22. Choosing an Analytics Package For more Info: doteduguru.com/stamats/compare
  • 23. 10/90 Rule
  • 24. Google Analytics?
  • 25. Installing Google Analytics For more Info: doteduguru.com/stamats/gabasics
  • 26. Installing Google Analytics For more Info: doteduguru.com/stamats/codecheck SiteScan http ://www.sitescanga.com/ WASP http://wasp.immeria.net/
  • 27. Data Overload?
    • Segment
    • Filter
  • 28. Google Analytics Profile
    • Up to 100 Profiles
    • with www or without
    • Setup Default page
    • Exclude URL Query
    • Setup Site Search
  • 29. Google Analytics Profile For more Info: doteduguru.com/stamats/gabasics
  • 30. Standardizing Data What’s wrong with this picture?
  • 31. Standardizing Data For more Info: doteduguru.com/stamats/filters
  • 32. Standardizing Data For more Info on URL Canonicalization: doteduguru.com/stamats/www www.wofford.edu or wofford.edu
  • 33. Filter Because you don’t always want everything
  • 34. Sub-domain Traffic Filter For more Info: doteduguru.com/stamats/filters
  • 35. Including All Domains Traffic Filter For more Info: doteduguru.com/stamats/filters
  • 36. Exclude IP Traffic Filter For more Info: doteduguru.com/stamats/filters
  • 37. Directory Filter For more Info: doteduguru.com/stamats/filters
  • 38. Country Filter For more Info: doteduguru.com/stamats/filters
  • 39. Full Referral URL Filter For more Info: doteduguru.com/stamats/filters
  • 40. Tracking and Tagging
  • 41. Destination URL Tagging For more Info: doteduguru.com/stamats/urlbuilder http://doteduguru.com/id753-free-destination-url-builder.html?utm_source=stamats&utm_medium=presentation&utm_campaign=conference
  • 42. Tracking Links For more Info: doteduguru.com/stamats/tagging
  • 43. Tagging Audience Segments For more Info: doteduguru.com/stamats/tagging
  • 44. Reports
  • 45. Site Search Report For more Info: doteduguru.com/stamats/sitesearch
  • 46. Keyword Report
  • 47. Content by Title Report
  • 48. Referring Sites Report
  • 49. 404 Error Page Report For more Info: doteduguru.com/stamats/404
  • 50.  
  • 51. Wait… There’s more
  • 52. Offline Campaigns For more Info: doteduguru.com/stamats/redirects
  • 53.  
  • 54. For more Info: doteduguru.com/stamats/emailstats
  • 55. For more Info: doteduguru.com/stamats/email
  • 56. Blogs For more Info: doteduguru.com/stamats/blogs
  • 57. RSS Statistics
  • 58. ShareThis Tracking
  • 59. Web Analytics 2.0 For more Info: doteduguru.com/stamats/analytics20
  • 60. Ask Your Audience
  • 61.  
  • 62.  
  • 63. Social Media For more Info: doteduguru.com/stamats/socialmediaintro doteduguru.com/stamats/socialmediaresearch doteduguru.com/stamats/socialmediamarketing
  • 64. Monitor Social Media Growth For more Info: doteduguru.com/stamats/facebook
  • 65. Monitor Social Media Growth For more Info: doteduguru.com/stamats/linkedin
  • 66. Video Analytics
  • 67. Monitoring Online Identity
  • 68. RSS and Alerts For more Info: doteduguru.com/stamats/monitor
  • 69. Viral Campaigns For more Info: doteduguru.com/stamats/viral
  • 70. Web Analytics Rule #1 “Set Goals” #1
  • 71. Web Analytics Rule #2 “Always Be Testing” #2
  • 72. Web Analytics Rule #3 “Don’t get caught up in the numbers. Look at the TRENDS” #3
  • 73. Web Analytics Rule #4 “Setup a reporting schedule and track key metrics” #4
  • 74. 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%
  • 75. Kyle James [email_address] doteduguru.com Questions ?