Nicola from Noisy Little Monkey dazzles us with her analytics awesomeness, teaching us how to make friends and influence people using Google Analytics.
7. Business
objective
what we are trying to achieve
Tactic action to achieve the objective
Website goal how the website delivers the tactic
KPI how we will measure the goal
Target what we are aiming for
COMPONENTS
WHAT’S IMPORTANT
8. BUSINESS OBJECTIVE
To become the #1 kids clothes brand, combining style &
ethical sourcing
TACTICS
Sell shed loads of kids
clothes
Strong ethical credibility
Drive new visitors to try our
brand proposition
WEBSITE
GOALS
Ecommerce conversions &
revenue
Build a community of like
minded parents
Capture & captivate new
visitors
KPI
• Revenue
• Ecommerce conversion rate
• Basket abandonment rate
• Newsletter sign ups
• Time on site
• Visitors from social media
• AdWords CTR
• % AdWords conversion
• % new visitors
• % (not provided)
TARGET
Revenue of £xk in 2014
Double the level of social
media & newsletter
interactions with the
website
Reduce the cost per
acquisition by £x
9. business
objective
to be a top search & social media agency
tactic demonstrate expertise though advice & training
KPIs page views of the blog
time on site
repeat visitors
tracked visits from social media
target page views of the blog – 2,000 per month by Jan 2015
AS STRAIGHTFORWARD AS YOU LIKE
NOISY LITTLE MONKEY
10. YAY our blogs drive new visitors
BOO session durations are really low . . . what can we do to improve this?
11. Hat tip to Avinash Kaushik for his amazing work on making Analytics a meaningful measure
tool: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
BUSINESS OBJECTIVE
TACTICS
WEBSITE
GOALS
KPITARGET
13. LINK ADWORDS & ANALYTICS
Use custom reports to drill down into what’s happening
UNDERSTAND ROI OF PAID
More transactions
Lower costs
Higher revenue per click
Win!
15. USE A URL TRACKER
Other url trackers are available
WE LOVE IT SO MUCH WE BUILT ONE
http://www.noisylittlemonkey.com/professor-traffic
16. INTELLIGENT TAGGING
= GREAT DATA How much did
I pay for these
visitors?
How can I
improve paid
engagement?
Is my
newsletter
driving
visitors?
Did this
test work?
19. MAKE FRIENDS & INFLUENCE PEOPLE
1. Know what’s important, develop your
measurement framework
2. Link AdWords & Analytics
3. Tag all the URL links to your website
4. Ask good questions
5. Invest in what is important & keep innovating
And upgrade to Universal Analytics
WITH 6 ANALYTICS STEPS