Google Analytics on Steroids - New Features and What You Need to Know

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Google Analytics on Steroids - New Features and What You Need to Know

  1. 1. Google Analytics on Steroids – New Features & What You Need to KnowJim Snyder, Web Analytics Practice Lead at Empirical Path Preston Parshall – Point It October 10, 2012
  2. 2. Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• SEM, SEO, Social, Local, Mobile• $30 MM in managed media/yr• Servicing clients across all verticals and revenue models
  3. 3. Webinar Information● Being recorded & will be uploaded to website● This is an interactive webinar so it is okay to ask questions during the presentation
  4. 4. Presentation Agenda About Empirical Path• Web analytics, market research and campaign measurement• Founded in Washington DC in ‘02• Atlanta, NM and DC offices• Seasoned Web analytics professionals• Google Analytics Certified Partner• Webtrends Agency • www.EmpiricalPath.com • @EmpiricalPath • Facebook.com/ EmpiricalPath • +Empirical Path
  5. 5. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  6. 6. Test Ideas: Content Experiments ● GA lets you experiment with ideas and use conversion rate in key segments to pick a winner: ● Landing Page ● Ad Copy ● Calls to action ● Offer ● Discount ● Button color ● Page layout ●
  7. 7. Content Experiments: Who Wins? Original Landing Page
  8. 8. Content Experiments: Who Wins? Space Invaders Angry Birds Pac Man Mario
  9. 9. Content Experiments: Who Wins? Set-Up ScreensVariations
  10. 10. Content Experiments: Who Wins? Set-Up Screens Create & select Goal for experiment ‘objective’ Select % of audience you want to see variations
  11. 11. Content Experiments: Who Wins? Code on Original Page
  12. 12. Content Experiments: Winner! Disguised Data
  13. 13. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  14. 14. Goals & Custom Reports: Funnels Gaming site Online Purchase Steps of Funnel Purchase funnel in GA
  15. 15. Goals & Custom Reports: Funnels Purchase Goal=Purchase thank you page
  16. 16. Goals & Custom Reports: Funnels Purchase Looking only at traffic from Tablets that completed a purchase Highlight specific sources to understand their behavior on purchases
  17. 17. Goals & Custom Reports: Standard Report Last click gets credit For purchases
  18. 18. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  19. 19. Multichannel Funnels: Background
  20. 20. Multichannel Funnels: Assists Overlap of all sources
  21. 21. Multichannel Funnels: Assists Higher number shows assisted conversions
  22. 22. Multichannel Funnel Assists Higher number shows assisted conversions
  23. 23. Multichannel Funnel Assists The sequence of visits before buying Social making of impact The sequence an visits – invisible under before buying last click!
  24. 24. Multichannel Funnels: Branded Keywords Set up for branded SEO terms
  25. 25. Multichannel Funnels: Branded Keywords See how branded SEO terms are helping in conversions
  26. 26. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  27. 27. GA in Google Docs: API Background GA Reports in standard interface
  28. 28. GA API: Custom Report Basics No more dimensions!
  29. 29. GA in Google Docs: API Backgroundhttp://ga-dev-tools.appspot.com/explorer/
  30. 30. GA API: Excel Reports Same data – exported into Excel and un-sampledhttp://ga-dev-tools.appspot.com/explorer/
  31. 31. GA API: GA in Google Docs● Go to Google Docs and start Spreadsheet● Click Tools/Script Gallery and search for ‘Magic’● Install the GA Report Automation● http://analytics.blogspot.co m/2012/08/automate- google-analytics- reporting.html
  32. 32. Google Doc: SettingsSet these oneach report
  33. 33. Google Doc: Multichannel Funnels
  34. 34. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  35. 35. CRM Integration: GA Custom ReportRestaurant chain website
  36. 36. CRM Integration: GA into Salesforce First -click Last-click GA Data GA Data
  37. 37. Agenda● A/B Testing and Content Experiments● Goals & Custom Reports● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  38. 38. Google Tag Manager: Why Consider?● Too many tags can slow down sites● Very tough to manage multiple tags● Free up dependence on IT Dept.● Gives marketers greater flexibility to track and target key segments
  39. 39. Google Tag Manager: Interface
  40. 40. Google Tag Manager: Base Code Old way: GA Code on all pages GTM: Code on all pages but controlled from GTM Interface
  41. 41. Google Tag Manager: How it Works Rules • Sets when you want a tag fired Macros • Where data is stored Tags • GA, Javascript, HTML, AdWords, Dart, Floodlight
  42. 42. Google Tag Manager: Rules Automatically track clicks on pop-ups
  43. 43. Google Tag Manager: Rules
  44. 44. Google Tag Manager: RulesRule sets to fireon Thank Youpage
  45. 45. Agenda● A/B Testing and Content Experiments● Multi-Channel Funnels (MCF)● Google Analytics (GA) in Google Docs● Integrating GA into Salesforce● Google Tag Manager● Remarketing in Google Analytics
  46. 46. GA Remarketing: Visitor Segments Rule sets to fire on Thank You page Choices on visitor segments for remarketing
  47. 47. GA Remarketing: Visitor Segments
  48. 48. GA Remarketing: Visitor Segments Highest value – great for remarketing and targeting
  49. 49. GA Remarketing: Visitor Segments
  50. 50. Last Chance to Ask Questions
  51. 51. Thank You● Preston Parshall ● Jim Snyder ● prestonp@pointit.com ● jim.snyder@empiricalpath.com● Point It Search ● @jimdsnyder Marketing Agency ● 203-804-4509 ● www.PointIt.com ● Empirical Path ● support@pointit.com ● www.EmpiricalPath.com ● @EmpiricalPath ● Facebook.com/ EmpiricalPath ● +Empirical Path

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