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Using web analytics and actionable insights
 

Using web analytics and actionable insights

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Using Web Analytics and Actionable Insights to Measure Online Marketing is a presentation created for the Mastering Online Rankings Conference (MORCON2012) organized by the SEO Organization ...

Using Web Analytics and Actionable Insights to Measure Online Marketing is a presentation created for the Mastering Online Rankings Conference (MORCON2012) organized by the SEO Organization Philippines

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  • SHOW OF HANDS: How many know what Web Analytics is? How many actually access Google Analytics or Web Trends? How many actually know how cookies work? How many know what KPI is? How many know what their KPIs are? How many actually access any Web Analytics tool? How many checks Google Analytics or Web Trends daily, weekly, monthly, quarterly, never? How many actually know if online marketing contributed to overall business growth?My discussion will not focus on the step by step instructions on how to create, set-up or manage your web analytics tool, although I will be discussing those in passingOur focus is on performance monitoring and identifying action items for improvement. Objectives
  • Online Marketing is a cyclical process, meaning it is repeating, iterative, recurrent, acrchetypalWeb Analytics is the essential component of performance monitoringSHOW OF HANDS:How many have had an experience being questioned whether online marketing really works?How many have had an experience where campaign or project was terminated because the client or the boss is skeptical towards online marketing impact to business growth?
  • UTM –Urchin Tracking Module
  • Navigate by date rangeBy default, GA shows data for the last 31 daysPre-selected ranges availableComparison
  • view performance hourly, daily, weekly and monthly
  • Visual presentations of report using charts and tables
  • Online Marketing Mix, attribution across channels
  • Add another example, YouTube campaign
  • Change bg image, panget!

Using web analytics and actionable insights Using web analytics and actionable insights Presentation Transcript