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Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
Web analytics heh
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Web analytics heh

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Transcript

  • 1. Google Analytics:Finding Answers to the Right Questions Jessica Krywosa Director of Web Communication Suffolk University, Boston 9.13.10
  • 2. What Were Covering...● Web Analytics Strategy● Key Google Analytics Tools● Trends & Campaign Tracking● Moving Forward
  • 3. Web Analytics Strategy
  • 4. Data Without Action Is Meaningless
  • 5. Creating & Planning a Strategy● What are we looking for?● Trends to benchmark/monitor● Email and Ad Campaigns● Social Media Tracking● What Will We Do
  • 6. What are you Addressing● Departmental Goals● Reporting To Others● University Strategy● One Man/Woman Show
  • 7. Which Analytic Measurements MatterTrends Campaigns● Geographic ● Email● Organic Referrals ● SEM● Mobile Traffic ● Social Media● Engagement ● Conversions● Navigation ● Navigation
  • 8. Hits, Visits & Traffic AreMeaningless
  • 9. Choose Meaningful Goals● Bounce & Exit Rates● Time on Site + Number of Pages● Referral Source + Time on Site● Conversions Based on Campaign/Source● Year Over Year/Month Over Month Trends
  • 10. Strategic Goals Fulfill YourWeb Communication Needs
  • 11. Report on The Strategy● Monthly & Quarterly Trends/Campaigns● More Frequent for Time Sensitive● Know the Audience & Educate● Short and Sweet, Automate, Share Access● Make Actionable Recommendations
  • 12. Google Analytics Tools
  • 13. Beginning Google Analytics● Dashboard● Visitors● Traffic Sources● Content● Date Range
  • 14. Sample Dashboard
  • 15. Visitors
  • 16. Traffic Sources
  • 17. Content
  • 18. Date Range
  • 19. Deeper Google Analytics● Advanced Segments● Goals● Profiles & Filters● Navigation Summary● Automated Reports
  • 20. Advanced Segments
  • 21. Create Advanced Segments
  • 22. Goals
  • 23. Creating a Goal in Google Analytics
  • 24. Profiles & Filters
  • 25. Navigation Summary
  • 26. Automated Reports
  • 27. Trends & Campaign Tracking
  • 28. Campaign Tracking● URL Builder● Conversions● Adjust Campaigns● Test A/B
  • 29. Trends● Traffic Hot Spots● Date Ranges● Mobile Trends● Segmentation Traffic● Asset Management● Social Media
  • 30. Moving It Forward
  • 31. Take Action● Make Changes to Web Content/Navigation● Change Email/SEM Campaigns● Adjust Social Media● Target What Works
  • 32. Working Across Campus● Educate, Educate, Educate● Share Reports● Discuss Campaigns, Work Together● Be Aware of New Content/Navigation● Monitor Trends
  • 33. Thank You - Q & A@jesskrykrywosa.comdoteduguru.com

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