Google Analytics - Advanced Tips for the Non-Technical User

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Google Analytics - Advanced Tips for the Non-Technical User - Learn more about the advanced reports that you can run in GA. Walk through a case study on how one association used their data to get results.

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  • Intro: I’ve been with TerpSys for 3 years. I worked with Worldwide ERC for 5 years prior to joining TerpSys. What I do day to day. Why I care about Google Analytics.
  • L: TerpSys has been working with Worldwide ERC for about 5 years now. We’ve worked with them on user-research, design and development.
  • L: How do you know which marketing programs are succeeding?ROIGoogle Analytics is appropriate for most Associations even though it’s a free product.
  • H: Worldwide ERC – or Employee Relocation Council. WE are the association for relocation and global mobility. Better said – when you are offered a new job within your company, but its in India… all of the people that make your move happen from your company’s policy perspective are members of our organization.
  • H: NOTES: Decided to use Worldwide ERC’s Global Workforce Symposium 2011 meeting as our ‘case study’ – given that WERC had only dabbled in using Google Analytics and never for an extended, comprehensive project/plan, we thought this was an excellent opportunity.The GWS is our global meeting that is held in the US. It was a perfect case study b/c it was a defined project, had a start and distinct end date.
  • H: NOTES: Decided to use Worldwide ERC’s Global Workforce Symposium 2011 meeting as our ‘case study’ – given that WERC had only dabbled in using Google Analytics and never for an extended, comprehensive project/plan, we thought this was an excellent opportunity.The GWS is our global meeting that is held in the US. It was a perfect case study b/c it was a defined project, had a start and distinct end date.
  • H
  • We were very consistent – well mostly – on how we created these links.Always GWS11 was used for the Campaign name. Source: who was the intended audience? All of our members, general public?Medium: ad, email, social media??
  • H: And will all good plans – we failed at first. OK fail might be strong, but it wasn’t going well and I felt like the girl in the middle.At the time we didn’t have a centralized marketing department so everyone had their hand in the pie. There were MANY missed tracking opportunities.
  • H: OK so we just had to look at things differently. I had to sell it to my own staff. No problem… But about a month in, it caught on. I started reporting out the success of the links that were tracked – knowing this would be my bait ;) All of our data hungry staff bit right away. From then out I was being asked for links.And yes, I controlled the link tracking at this point. WE used the link conversion tool
  • Then we waited and let the data roll in.
  • L & H: The unexpected success of Globility Banner Advertising.The plan for labeling the campaign names.This is an example of naming campaigns properly. Come up with a plan before you start creating links.Suggestion to create a spreadsheet and a naming convention.All campaign names should start with GWS11 so they could be easily tracked within one report.Always GWS11 was used for the Campaign name. Source: who was the intended audience? All of our members, general public?Medium: ad, email, social media??
  • H: Mention that L will talk about the visits by Member Type.
  • L: How the custom variable was setup. Pulled demographics out of avectra and then fed that back into Google Analytics through their custom variable tools.
  • L: This report shows a breakdown of members who were viewing the GWS11 site. It’s broken down by the type of membership that they have with the organization. Seeing the number of corporate members can help sell sponsorships to the RS members.H: Important to see that the corporate members are responding to their marketing.
  • L: This report shows the top pages that non-members are going to. H: It looks like non-members are viewing the job board more than the homepage so it may be a good idea to take advantage of the job board to promote membership and event registration.Q: Is anyone using advanced segments now? Can you share how you’re breaking it out? Or does anyone have a question on how you could use it?
  • L: Why a Funnel?Well, we also have a relatively new AMS system where we are deploying registration collection directly from the AMS. We wanted to test to see if our members/users were leaving the process so we could tweak to ensure completion of the registration form.
  • L: Why a Funnel?Well, we also have a relatively new AMS system where we are deploying registration collection directly from the AMS. We wanted to test to see if our members/users were leaving the process so we could tweak to ensure completion of the registration form.
  • Facebook was likely more organic where Twitter was more effective when ERC was feeding the tweets.
  • L: You can see that the peaks are during their meetings.
  • Then we waited and let the data roll in.
  • Let’s open this up to questions.Have we showed you anything that you can take back to your org and how do you think you could use it?
  • Google Analytics - Advanced Tips for the Non-Technical User

    1. 1. Google Analytics -Advanced Tips for the Non-Technical UserDecember 8, 201110:00a.m.– 11:15a.m.Hub Tag: #Tech11 LH3 Heidi Hume & Laura Lacy
    2. 2. About TerpSys• We Delight our Customers!• We Help You Use Technology to Achieve Your Mission• We Offer Networked and Web Based Solutions Including: — SharePoint Development – Website Design & Development – Interactive & Visual Design — Application Development – Branding — Search Engine / Usability Evaluations – Database Integration — End User Support / Network Services• Founded in 2000, Profitable Since Inception• 235+ Employees, $20+ Million in Annual Revenues• “Great,” “Best,” “Most Philanthropic” in 2007
    3. 3. Goals of this Session • To introduce you to the possibilities within Google Analytics • To help you understand the planning process and challenges you may face within your organization • To help you answer questions about your organization using Google Analytics
    4. 4. About Worldwide ERC
    5. 5. Case Study – GWS11 Global Workforce Symposium October 12-14, 2011 Denver, CO
    6. 6. Case Study – GWS11Campaign Report is an advanced report within Google Analytics that allowsonline marketers to define traffic sources to analyze exactly which elementswithin various campaigns drove particular results.
    7. 7. The GWS11 Plan ALL LINKS SENT OUT would be tracked. Print ads Online ads Company calendars emails Social media posts email signatures
    8. 8. Tool Builderhttp://www.google.com/support/analytics/bin/answer.py?answer=55578
    9. 9. The GWS11 Plan
    10. 10. The GWS11 Plan
    11. 11. The GWS11 Success
    12. 12. Reports – Campaign Tracking
    13. 13. Reports – Dashboard
    14. 14. Reports - Custom Variables
    15. 15. Advanced Segments
    16. 16. Reports – Advanced Segments
    17. 17. Reports - Advanced Segments
    18. 18. Reports - Funnels
    19. 19. Reports - Funnels
    20. 20. Reports - Social Media
    21. 21. Reports - Mobile Traffic
    22. 22. Lessons Learned • Communication, communication, commu nication • Plan – Plan again – Plan some more • Look at things differently • Google Analytics is NOT plug and play • Free ≠ Easy • Tool builder
    23. 23. We won’t even mention…• Document Downloads• Site Speed• Site Search• Multi-Channel Conversion• Event Tracking• Pay Per Click (AdWords)• eCommerce…but we can talk about it ifyou want us to.
    24. 24. Reports – Site Speed
    25. 25. Reports – Site Search
    26. 26. Reports – Multi-ChannelConversion
    27. 27. Reports – Events
    28. 28. Helpful Resources• Conversion University – www.google.com/support/conversionuniversity• Google Analytics Blog - analytics.blogspot.com• Advanced Web Metrics by Brian Clifton
    29. 29. Contact InformationHeidi Hume Laura LacySenior Manager Senior Web ConsultantWorldwide ERC TerpSys(703) 842-3419 (301) 530-9106 x263hhume@WorldwideERC.org llacy@terpsys.comwww.worldwideerc.org www.terpsys.com @LauraLacy

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