#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.

Published in: Education, Technology, Design

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

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

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