How to Start Using Analytics Without Feeling Overwhelmed
 

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How to Start Using Analytics Without Feeling Overwhelmed

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• 3. We’ll cover...1 What’s the point of analytics?2 A treasure map for dealing with data3 4 Google Analytics tactics you can use right now ...

• 3. We’ll cover...1 What’s the point of analytics?2 A treasure map for dealing with data3 4 Google Analytics tactics you can use right now
• 4. How do you know what works? In business, we build as fast as we can. New projects, new products, and new customers.
• 5. 8*6*(9:&$2#;(/(4&6-<&><+(92=$&"#2#6>
• 6. Build
• 7. Measure
• 8. Learn
• 9. If you want to win, focus on speed The more times you go through the cycle, the better your business will be.
• 10. Analytics is critical for measuring and learning Analytics makes the Measure and Learn steps MUCH faster.
• 11. TIME FOR THETreasure Map
• 12. Guiding Principle #1 AVOID VANITY Metrics
• 13. These are vanity metrics
• 14. No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.
• 15. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
• 16. Vanity metrics are a distraction
• 17. Difficult to take action If pageviews go up, what should you do?
• 18. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
• 19. Google Analytics Tactic #1 1 Pageviews 2 Time on site 3 Pages/visit 4 Visits 5 Bounce rate
• 20. Guiding Principle #2 FOCUS ON Customers
• 21. How do we focus on our customers? Using customer analytics is the easiest way.
• 22. What if I don’t have customer analytics?
• 23. How can we tell what’s working?
• 24. This tells us where our customers come from
• 25. Google Analytics Tactic #2 How to Setup Google Analytics Goals
• 26. Google Analytics Tactic #3
• 27. Always ask yourself this question: I see all this data on my traffic. But where are my customers?
• 28. Guiding Principle #3 DO CUSTOMERS COME Back?
• 29. Who gets credit?
• 30. Conversions get split up
• 31. Only possible when tracking real people
• 32. This data include returning customers
• 33. Stop guessing
• 34. Guiding Principle #4 TRACK YOUR Funnel
• 35. Define your funnel
• 36. Funnels track two metrics at each step
• 37. Google Analytics Tactic #4
• 38. How to setup Google Analytics Funnels
• 39. Most businesses don’t have a single path
• 40. A customer analytics funnel
• 41. Focus on your business Instead of forcing your business to match a Google Analytics funnel, use customer analytics funnels to match your business.
• 42. Guiding Principle #5 START WITH YOUR Benchmarks
• 43. Your metrics will be different
• 44. Compare yourself to yourself
• 45. 5 Guiding Principles to Find Treasure
• 46. 4 Google Analytics Tactics
• 47. WHAT’S THENext Step?
• 48. Get customer analytics
• 49. Get reports on real people
• 50. Every point of engagement for a customer
• 51. Why is customer analytics so great?
• 52. Who offers customer analytics?
• 53. Other options? Pay an engineer $100,000+ in salary to build it for you.

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  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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  • I&#x2019;d like to show a report of how people are engaging with a business over time. I thought this slide was perfect but I&#x2019;m open to other ideas.\n
  • Let&#x2019;s take an Apple product for example.\nIt&#x2019;s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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How to Start Using Analytics Without Feeling Overwhelmed Presentation Transcript

  • 1. HOW TO START USING ANALYTICS WITHOUT FEELINGOVERWHELMED Lars Lofgren Marketing Analyst - June 2012 info@kissmetrics.com - Confidential - Do not distribute
  • 2. @larslofgren #KISSwebinar
  • 3. We’ll cover...1 What’s the point of analytics?2 A treasure map for dealing with data3 4 Google Analytics tactics you can use right now
  • 4. How do you know what works? In business, we build as fast as we can. New projects, new products, and new customers.
  • 5. 8*6*(9:&$2#;(/(4&6-<&<+(92=$&"#2#6 The Lean Startup)". $,;- 36(60", D"$(, 8+$60 9"4), 7"4-+)"
  • 6. Build
  • 7. Measure
  • 8. Learn
  • 9. If you want to win, focus on speed The more times you go through the cycle, the better your business will be.
  • 10. Analytics is critical for measuring and learning Analytics makes the Measure and Learn steps MUCH faster.
  • 11. TIME FOR THETreasure Map
  • 12. Guiding Principle #1 AVOID VANITY Metrics
  • 13. These are vanity metrics
  • 14. No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.
  • 15. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
  • 16. Vanity metrics are a distraction
  • 17. Difficult to take action If pageviews go up, what should you do?
  • 18. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
  • 19. Google Analytics Tactic #1 1 Pageviews 2 Time on site 3 Pages/visit 4 Visits 5 Bounce rate
  • 20. Guiding Principle #2 FOCUS ON Customers
  • 21. How do we focus on our customers? Using customer analytics is the easiest way.
  • 22. What if I don’t have customer analytics? Even when using web analytics, always focus on your customers.
  • 23. How can we tell what’s working?
  • 24. This tells us where our customers come from
  • 25. Google Analytics Tactic #2 How to Setup Google Analytics Goals: blog.kissmetrics.com/critical-goal-types
  • 26. Google Analytics Tactic #3
  • 27. Always ask yourself this question: I see all this data on my traffic. But where are my customers?
  • 28. Guiding Principle #3 DO CUSTOMERS COME Back?
  • 29. Who gets credit? Google Analytics gives credit to the most recent traffic source.
  • 30. Conversions get split up
  • 31. Only possible when tracking real people We need to track where customers first come from and the total revenue we receive from them.
  • 32. This data include returning customers
  • 33. Stop guessing Always know how well your marketing is doing.
  • 34. Guiding Principle #4 TRACK YOUR Funnel
  • 35. Define your funnel What steps does someone take to become your customer?
  • 36. Funnels track two metrics at each step 1 The number of people at each step 2 The percentage of people that move to the next step (conversion rate)
  • 37. Google Analytics Tactic #4
  • 38. How to setup Google Analytics Funnels blog.kissmetrics.com/critical-goal-types
  • 39. Most businesses don’t have a single path
  • 40. A customer analytics funnel
  • 41. Focus on your business Instead of forcing your business to match a Google Analytics funnel, use customer analytics funnels to match your business.
  • 42. Guiding Principle #5 START WITH YOUR Benchmarks
  • 43. Your metrics will be different Every business is unique, establish your own benchmarks.
  • 44. Compare yourself to yourself
  • 45. 5 Guiding Principles to Find Treasure 1 Avoid vanity metrics 2 Focus on customers 3 Find out if customers come back 4 Track your funnel 5 Establish benchmarks
  • 46. 4 Google Analytics Tactics 1 Avoid vanity metrics 2 Setup Google Analytics goals 3 Use those magic buttons for goal data 4 Build a funnel blog.kissmetrics.com/critical-goal-types
  • 47. WHAT’S THENext Step?
  • 48. Get customer analytics When you collect data on your customers, this is even easier.
  • 49. Get reports on real people
  • 50. Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
  • 51. Why is customer analytics so great? 1 Add accountability to your marketing 2 No vanity metrics 3 Build funnels to match your business 4 Know what your customers are using
  • 52. Who offers customer analytics?
  • 53. Other options? Pay an engineer $100,000+ in salary to build it for you.
  • 54. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren