HOW TO START USING ANALYTICS WITHOUT FEELINGOVERWHELMED Lars Lofgren Marketing Analyst - June 2012   info@kissmetrics.com ...
@larslofgren #KISSwebinar
We’ll cover...1   What’s the point of analytics?2   A treasure map for dealing with data3   4 Google Analytics tactics you...
How do you know what works?   In business, we build as fast as we  can. New projects, new products, and             new cu...
8*6*(9:&$2#;(/(4&6-<&<+(92=$&"#2#6   The Lean Startup)". $,;-                                              36(60",        ...
Build
Measure
Learn
If you want to win, focus on speed   The more times you go through the  cycle, the better your business will be.
Analytics is critical for measuring and learning    Analytics makes the Measure and         Learn steps MUCH faster.
TIME FOR THETreasure Map
Guiding Principle #1            AVOID VANITY           Metrics
These are vanity metrics
No connection to your business    Vanity metrics make us feel good    when they improve but they don’t        help us grow...
Web analytics is vanity metrics  In Google Analytics, vanity metrics are                 everywhere.
Vanity metrics are a distraction
Difficult to take action   If pageviews go up, what should you                           do?
Be careful with web analytics   Improving traffic doesn’t necessarily          improve your business.
Google Analytics Tactic #1 1   Pageviews 2   Time on site 3   Pages/visit 4   Visits 5   Bounce rate
Guiding Principle #2                FOCUS ON     Customers
How do we focus on our customers?     Using customer analytics is the               easiest way.
What if I don’t have customer analytics?      Even when using web analytics,     always focus on your customers.
How can we tell what’s working?
This tells us where our customers come from
Google Analytics Tactic #2  How to Setup Google Analytics Goals: blog.kissmetrics.com/critical-goal-types
Google Analytics Tactic #3
Always ask yourself this question:    I see all this data on my traffic. But         where are my customers?
Guiding Principle #3      DO CUSTOMERS COME              Back?
Who gets credit?   Google Analytics gives credit to the        most recent traffic source.
Conversions get split up
Only possible when tracking real people   We need to track where customers  first come from and the total revenue         ...
This data include returning customers
Stop guessing Always know how well your marketing                is doing.
Guiding Principle #4             TRACK YOUR            Funnel
Define your funnel    What steps does someone take to         become your customer?
Funnels track two metrics at each step  1   The number of people at each step  2   The percentage of people that move to  ...
Google Analytics Tactic #4
How to setup Google Analytics Funnels blog.kissmetrics.com/critical-goal-types
Most businesses don’t have a single path
A customer analytics funnel
Focus on your business   Instead of forcing your business to  match a Google Analytics funnel, use  customer analytics fun...
Guiding Principle #5         START WITH YOUR  Benchmarks
Your metrics will be different    Every business is unique, establish           your own benchmarks.
Compare yourself to yourself
5 Guiding Principles to Find Treasure 1   Avoid vanity metrics 2   Focus on customers 3   Find out if customers come back ...
4 Google Analytics Tactics 1   Avoid vanity metrics 2   Setup Google Analytics goals 3   Use those magic buttons for goal ...
WHAT’S THENext Step?
Get customer analytics      When you collect data on your      customers, this is even easier.
Get reports on real people
Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
Why is customer analytics so great? 1   Add accountability to your marketing 2   No vanity metrics 3   Build funnels to ma...
Who offers customer analytics?
Other options?   Pay an engineer $100,000+ in salary             to build it for you.
Q&A Time!    Lars Lofgren llofgren@kissmetrics.com        @larslofgren
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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
• 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&amp;#x2019;s take an Apple product for example.\nIt&amp;#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&amp;#x2019;s take an Apple product for example.\nIt&amp;#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&amp;#x2019;s take an Apple product for example.\nIt&amp;#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&amp;#x2019;s take an Apple product for example.\nIt&amp;#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&amp;#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&amp;#x2019;m open to other ideas.\n
  • Let&amp;#x2019;s take an Apple product for example.\nIt&amp;#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

    1. 1. HOW TO START USING ANALYTICS WITHOUT FEELINGOVERWHELMED Lars Lofgren Marketing Analyst - June 2012 info@kissmetrics.com - Confidential - Do not distribute
    2. 2. @larslofgren #KISSwebinar
    3. 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. 4. How do you know what works? In business, we build as fast as we can. New projects, new products, and new customers.
    5. 5. 8*6*(9:&$2#;(/(4&6-<&<+(92=$&"#2#6 The Lean Startup)". $,;- 36(60", D"$(, 8+$60 9"4), 7"4-+)"
    6. 6. Build
    7. 7. Measure
    8. 8. Learn
    9. 9. If you want to win, focus on speed The more times you go through the cycle, the better your business will be.
    10. 10. Analytics is critical for measuring and learning Analytics makes the Measure and Learn steps MUCH faster.
    11. 11. TIME FOR THETreasure Map
    12. 12. Guiding Principle #1 AVOID VANITY Metrics
    13. 13. These are vanity metrics
    14. 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. 15. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
    16. 16. Vanity metrics are a distraction
    17. 17. Difficult to take action If pageviews go up, what should you do?
    18. 18. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
    19. 19. Google Analytics Tactic #1 1 Pageviews 2 Time on site 3 Pages/visit 4 Visits 5 Bounce rate
    20. 20. Guiding Principle #2 FOCUS ON Customers
    21. 21. How do we focus on our customers? Using customer analytics is the easiest way.
    22. 22. What if I don’t have customer analytics? Even when using web analytics, always focus on your customers.
    23. 23. How can we tell what’s working?
    24. 24. This tells us where our customers come from
    25. 25. Google Analytics Tactic #2 How to Setup Google Analytics Goals: blog.kissmetrics.com/critical-goal-types
    26. 26. Google Analytics Tactic #3
    27. 27. Always ask yourself this question: I see all this data on my traffic. But where are my customers?
    28. 28. Guiding Principle #3 DO CUSTOMERS COME Back?
    29. 29. Who gets credit? Google Analytics gives credit to the most recent traffic source.
    30. 30. Conversions get split up
    31. 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. 32. This data include returning customers
    33. 33. Stop guessing Always know how well your marketing is doing.
    34. 34. Guiding Principle #4 TRACK YOUR Funnel
    35. 35. Define your funnel What steps does someone take to become your customer?
    36. 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. 37. Google Analytics Tactic #4
    38. 38. How to setup Google Analytics Funnels blog.kissmetrics.com/critical-goal-types
    39. 39. Most businesses don’t have a single path
    40. 40. A customer analytics funnel
    41. 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. 42. Guiding Principle #5 START WITH YOUR Benchmarks
    43. 43. Your metrics will be different Every business is unique, establish your own benchmarks.
    44. 44. Compare yourself to yourself
    45. 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. 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. 47. WHAT’S THENext Step?
    48. 48. Get customer analytics When you collect data on your customers, this is even easier.
    49. 49. Get reports on real people
    50. 50. Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
    51. 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. 52. Who offers customer analytics?
    53. 53. Other options? Pay an engineer $100,000+ in salary to build it for you.
    54. 54. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren
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