Yehoshua Coren - Analytics Ninja - Metrics That Matter - KahenaCon 2013

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  • Having worked with businesses in a lot of different industry verticals, I can confidently say that analytics is important to everyone and needs to be tailored to each business.
  • This framework is not my own, rather it is a reframing of AvinashKaushik’s Acquisition Behavior and Outcomes, which is more accurate, but I substitute the word conversion as it is the desired outcome, and a bit easier to remember the “ABCs.”Benefit of Custom Reports is that you’ll be able to see a fuller view of your data in one place. Two types – explorer or flat table. I almost always use the explorer because I can drill down into my data.In this presentation, please pay particular attention to these custom reports and use them as a blue print for building your own.
  • Including all three ABCs in your reports allows for efficient data analysis.We’re going to spend some time talking about macro conversions and micro conversions.Macro conversions for ecommerce would be view a receipt page.Micro conversions – newsletter signup, online chat, add to cart, social share, phone call, whitepaper download.
  • This is what the macro conversion tab looks like in the actual report.In the drill down example in the bottom left I included Matched search query. At this time, Adwords cost data is not available for search queries, so you’ll need to just focus on performance metrics.
  • This is really important for SEO Agencies. Organic traffic levels YoY are going to look like they are falling, but they might not be in reality.
  • Of course, additional segmentation for branded vs. non-branded terms is necessary hereBut I believe if you look at this data in your own accounts you’ll see huge differences in CTRs between Top and RHS.
  • Sorted by ROILooking for LOW CTR and HIGH impressionsNotice the filter – this because some campaigns had very low volume but 1 or 2 transactions kicked up their ROI.
  • There really are some metrics that matter here. CPA, ROI, Per Visit Value.
  • Take a look at the landing page. Oftentimes, advertisers make really poor choices about what page a person lands on. Also, keep any eye on the outcomes. Just because someone doesn’t bounce and they look at 2 or 3 pages on your site, doesn’t mean they are interested or engaged. They might just be lost.Highlighted are two problematic campaigns.
  • I switched the position of the primary and secondary dimensions so that it would be easier to see the Per Visit Value.
  • Action Items -> Check days to purchase using multi channel funnels. Drill down in a custom report from Day of Week into Days since last visit and then apply a Visits with Transactions advanced segment.It is possible to do pan-session analysis in GA even without Universal Analytics. This is just a taste of things to come.
  • Action Items -> Check days to purchase using multi channel funnels. Drill down in a custom report from Day of Week into Days since last visit and then apply a Visits with Transactions advanced segment.
  • Yehoshua Coren - Analytics Ninja - Metrics That Matter - KahenaCon 2013

    1. 1. About @analyticsninjaLoves working with great businesses
    2. 2. The ABC’sDrill Down
    3. 3. Custom Reports – The ABC’sMicro Conversions@analyticsninja
    4. 4. Micro Conversions
    5. 5. Custom Campaign Report
    6. 6. Keywords used to matter…now, Landing Pages matter
    7. 7. Keywords used to matter…now, Landing Pages matter
    8. 8. Referrers are dying, BIGTIMEabove slides weren’t even talking about(not provided)
    9. 9. Keyword Positions Matter…
    10. 10. Keyword Positions & BiddingExample  when to boost bids
    11. 11. Ad Slot Position Matters…
    12. 12. Metrics that Matter …From @avinashhttp://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/
    13. 13. Help Determine Relevancyusing Bounce Rate
    14. 14. Time of Day Matters…
    15. 15. Ad Scheduling
    16. 16. Day of Week@analyticsninja
    17. 17. Day of Week@analyticsninja
    18. 18. Day of Week@analyticsninja
    19. 19. Add a Secondary Dimension (any)@analyticsninja
    20. 20. @analyticsninjaHat Tip  @analyticspros
    21. 21. Day of Week@analyticsninja
    22. 22. Day of Week@analyticsninja
    23. 23. Ultimately what really mattersdiffers from business to business.I’m not being flippant.Capturing data needs to becustomized so that it answers yourspecific business questions. Thatis where the most value in digitalanalytics can be found.@analyticsninja
    24. 24. @analyticsninjaIntroducing… Universal Analytics
    25. 25. @analyticsninjaNew version of GA allows you to definedimensions with natural wording.
    26. 26. @analyticsninjaNew version of GA allows you to definedimensions with natural wording.
    27. 27. @analyticsninjaBy capturing down to SKU level datawe can calculate Look to Book ratios
    28. 28. @analyticsninjaContent Site? Have a Blog?
    29. 29. @analyticsninjaContent Site? Have a Blog?
    30. 30. @analyticsninjaTechnical Support.Goal  DO NOT Contact Us
    31. 31. @analyticsninjaUser Timings Track ANYTHING Time Related
    32. 32. @analyticsninjaOf course, don’t just stick toquantitative data. Qualitative is a MUST!
    33. 33. @analyticsninjaBusiness to Business?
    34. 34. @analyticsninjaBusiness to Business?
    35. 35. @analyticsninjaWhat about PII?Just don’t capture personal info.
    36. 36. @analyticsninjaDon’t forget about other contact channels
    37. 37. @analyticsninjaDon’t forget about other contact channels
    38. 38. @analyticsninjaAre people listening to yourValue Proposition in that video youput so much $$$ into?
    39. 39. @analyticsninja
    40. 40. @analyticsninjaAre people listening to yourValue Proposition in that video youput so much $$$ into?
    41. 41. Remarketing with GAWatched Promo Video
    42. 42. Remarketing with GAVisited Critical Page w/o Conv.
    43. 43. Remarketing with GAVisited Critical Page w/o Conv.
    44. 44. @analyticsninja
    45. 45. @analyticsninja
    46. 46. Remarketing with GAUpsells@analyticsninja
    47. 47. Remarketing with GAAbandoned Carts@analyticsninja
    48. 48. Remarketing with GAFreemium Retargeting
    49. 49. Make sure to spend timelooking at attribution
    50. 50. Make sure to spend timelooking at attribution
    51. 51. Make sure to spend timelooking at attribution
    52. 52. Make sure to spend timelooking at attribution
    53. 53. The real “metrics that matter” willanswer business questions. Trulyneed to be tailored. Don’t just copyand paste a GA tag onto your site.Please
    54. 54. Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com@ analyticsninja

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