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Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
Analytics Drivers Ed
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Analytics Drivers Ed

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  • 1. Analytics Driver’s Ed August 20, 2010
  • 2. Part I • Why collect website data? • Why choose Google Analytics? • What do I do with all this data? • What are the limitations of Google Analytics?
  • 3. Analytics programs collect data and make it pretty
  • 4. Google Analytics Advantages: Free Flexible Hosted Standard Reliable Comprehensive
  • 5. Successful Analytics Step 1: Onsite Coding Step 2: Settings & Report Configuration Step 3: Reporting Process Creation & Commitment
  • 6. Successful Analytics Step 1: Onsite Coding Step 2: Settings & Report Configuration Step 3: Reporting Process Creation & Commitment
  • 7. What Data Is Useful? E-Commerce: Sales Lead-Gen: Leads Publisher: Ads
  • 8. Now what? Explore Answer Questions Test
  • 9. Who is your audience? Explore: Aimless but -Location and Language -New or Returning Visitors Enlightening -Visitor Loyalty and Trending How do they find you? -Direct Traffic -Paid and Organic Search -Referral Sites How do they use your site? -Highly viewed pages -Landing & exit pages -Navigation patterns Are they doing what you want? -Goal tracking
  • 10. Answer Questions: Internal Investments: -How effective is that new white-paper Targeted but Reactive at driving leads? -Are people watching our new video? External Investments: -What is the ROI on our spring display campaign? -How is our Yahoo campaign performing compared to Google? Opportunities: -Are people searching for products we don’t sell but should? -Do we have enough European traffic to justify a local sales team?
  • 11. On-Site: Test: Defined & Proactive -Layout -Images & Multimedia -Page copy -Forms Off-Site: -Display Creatives -Email Newsletters -Special Offers Company-Wide: -Color scheme -Company voice (active v. passive, “I” v. “We”)
  • 12. “Analyzing data in aggregate is a crime against humanity.” -Avinash Kaushik
  • 13. Analytics Limitations Imperfect Data: -1-pageview visits Demographic Data: -Cleared cookies -Gender -No data reprocessing -Household Income -Age -Company (usually) Page-level analytics: -Click patterns -Mouse-over heat maps Personally-Identifiable Information: -Form drop-outs -IP address -Google account information
  • 14. On-Page Analytics
  • 15. On-Page Analytics ClickTale: Attention Wizard: -Click tracking Crazy Egg: -Computer generated -Mouseover Map -Click tracking attention heat maps -Form funnels -Mouseover Map -Works on mock-ups -Session recording -Starting at -Free & Pro Models -Starting at $9/month (up to $40/map) $99/month
  • 16. Questions?
  • 17. Part II • How does Google Analytics collect data and why does it matter? • How do I navigate through the reports?
  • 18. Analytics Sets Cookies
  • 19. Real Cookies
  • 20. Analytics Reads URL Parameters http:// analytics . google . com / support ? utm_medium=cpc subdomain domain extension / top level domain directory parameter
  • 21. Traffic Source Parameters Query Parameter: q=buy+flowers
  • 22. Landing Page Tracking Parameters Tracking Parameter: utm_medium=CPC ut_campaign=Flower-General
  • 23. Live Walk-Through Megan Zlatos Pure Visibility Mzlatos@purevisibility.com @MeganZlatos
  • 24. Questions? Megan Zlatos Pure Visibility Mzlatos@purevisibility.com @MeganZlatos Bit.ly/DriversEdSurvey

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