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Gleaning Insights From Goals
 

Gleaning Insights From Goals

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Learn about the importance of setting up goals for your business and the reports and advanced segments you can use to effectively assess your marketing strategies.

Learn about the importance of setting up goals for your business and the reports and advanced segments you can use to effectively assess your marketing strategies.

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    Gleaning Insights From Goals Gleaning Insights From Goals Presentation Transcript

    • Gleaning Insights from Your Goals Effectively measuring your business objectives Stephanie Hsu Google Analytics Specialist
    • Google Analytics Moving Upmarket Feature Richness
      • Free hosted Analytics
      • Integration: AdWords
      • PDF Export
      • Scheduled Email
      • Cross-segmentation
      • Redesigned Look & Feel
      • Site Search Analytics
      • Event Tracking
      • Industry Benchmarking
      • Data Sharing Settings
      • Offline Ads Reporting: Audio / TV / Print
      • 25 Languages support
      • Custom Reporting
      • Advanced Segmentation
      • Motion Charts
      • External Data API
      • Tracking for Adobe Flash
      • Integration: AdSense
      Urchin Software
      • Intelligence
      • Customizable Alerts
      • Annotations
      • Pivoting
      • Unique Visitors
      • Multiple Custom Variables
      2006 2007 2008 2009 Accessibility Usage ???
    • Data Rich, Information Poor Daily Visitors Organic traffic Visitor Loyalty Time on Site Domains Launguage User Defined Campaign Tagging Cost Data Linking Content by title Regex Filters Account Mangement CPC Clicks Keywords Site Comparison Benchmarking Motion Charts Depth of Visit Content Drilldown Funnel Visualization Map Overlay Dashboard Annotations Date Comparison Referrers Pie Charts Pivot Tables Operating System Browser and Platform Multiple Variables Java Enabled Site Overlay % Returning Visitors Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Browser and Platform Multiple Variables Java Enabled Site Overlay ROI Goal Tracking Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Goal 1 Mobile traffic Tracking Event Tracking
    • Data Rich, Information Poor Goal 1 Daily Visitors Organic traffic Visitor Loyalty Time on Site Domains Launguage User Defined Campaign Tagging Cost Data Linking Content by title Regex Filters Account Mangement CPC Clicks Keywords Site Comparison Benchmarking Motion Charts Depth of Visit Content Drilldown Funnel Visualization Map Overlay Dashboard Annotations Date Comparison Referrers Pie Charts Pivot Tables Operating System Browser and Platform Multiple Variables Java Enabled Site Overlay % Returning Visitors Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Browser and Platform Multiple Variables Java Enabled Site Overlay ROI Goal Tracking Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Mobile traffic Tracking Event Tracking
    •  
    • Defining Goals: How do you measure success? Primary Goals Completed orders E-Commerce Visits with uploads Content Sharing Visits with donations Non-Profit Feed subscribers Blog
    • Primary Goals Primary goal conversions How do you measure success here? + Your Opportunity
    • Different Visits, Different Purposes % completed orders product research account signup support abandoned checkout bounced Are users engaged with the content? Were users able to find the right contact info? Why? What influenced users to signup for accounts?
    • How do you measure success? Primary & Secondary Conversions Completed orders + product research + account signups + calls to support E-Commerce Visits with uploads + premium signups + pages / visit + referrals from twitter Content Sharing Visits with donation + volunteer signups + brochure downloads + visits to events pages Non-Profit Feed subscribers + visits with comment + ad clicks + uplift in clicks to main site Blog
      • Optimize secondary goals to drive primary conversions
    •  
    • How can I measure goals using Google Analytics? Completed orders + product research + account signups + clicks to support E-Commerce
    • Expanded Goals
      • 4  20
    • Setting up: Time on Site goals Powerful. Flexible. Intelligent.
    • So What?
      • Funnel Visualization Report
      • How much hard work do you put in to deliver visitors to your conversion flow only for them to leave?
    • Funnels Your Visitors Your Customers
    • Funnels – Registration Process
    • Creating Funnels to Capture Your Conversion Flow
    • Identify and Fix Bottlenecks in Your Funnels
      • Hourly Conversion Report
    • Ad Scheduling & Budgeting
    • Ad Scheduling & Budgeting weekdays weekends
      • Traffic Sources Report
    • Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
    •  
    • Manual Tagging
          • http://sites.google.com/site/gamasterclass/rsvp?utm_source= email &utm_medium= link &utm_campaign= Invitation
      email link invitation
    • Traffic Sources Report
    • The Power of Advanced Segmentation Aggregate data works on the assumption that all site visitors are identical.
      • Who are my most valuable customers?
    •  
    •  
    •  
    •  
    • Recap – Gleaning Insights from Goals
      • Why does my website exist?
      • (Primary and Secondary) Goals
      • Where am I losing visitors?
      • How can I optimize for fluctuations in conversion traffic?
      • Which marketing initiatives are most effective?
      • Funnel Visualization, Hourly Conversion, & Traffic Sources Reports
      • How do I best target my different customer segments?
      • Advanced Segmentation
      • “ If you can’t measure it, you can’t improve it.” – Lord Kelvin
    • Thank You!