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Web analytics heh

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  • 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