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BCCCA Google Analytics for Improved Lead Generation
 

BCCCA Google Analytics for Improved Lead Generation

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    BCCCA Google Analytics for Improved Lead Generation BCCCA Google Analytics for Improved Lead Generation Presentation Transcript

    • Google Analytics for Improved Lead Generation Presented by Monday, October 31, 2011
    • Agenda
      • What is Web Analytics?
      • What is Google Analytics?
      • Lead Generation Best Practices
      • What can Google Analytics Measure?
      • Configuring Google Analytics
      • Social Media Analytics
      • What’s New in Google Analytics?
    • Are you measuring? Source : http://startupquote.com/post/11697249030
    • Tools we use
      • Google Analytics
      • Google Webmaster Tools
      • Google Places
      • Google AdWords
      • Google Keyword Tool
      • Google Website Optimizer
    • What is Web Analytics?
      • Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
      Source : http :// en.wikipedia.org/wiki/Web_analytics
    • What is Google Analytics?
      • Enterprise-class web analytics solution
      • Provides rich insights into your website traffic and marketing effectiveness
      • Analyzes your traffic
      • Strengthens your marketing initiatives
      • Helps to create higher converting websites
      Source : http://www.google.com/analytics/
    • Lead Generation Best Practices
      • Website Goals
      • Measure your Website Conversion Rate
      • Define your Goal Values
      • Prioritize using the $Index Metric
      • Use Goal Funnels
      • Test with Website Optimizer
    • Sample Website Goals
      • Lead Generation Forms
      • Contact us forms
      • Book a Campus Tour Forms
      • Online Registration
      • PDF Downloads (Schedules, Calendars)
      • Time on site per Visit
      • Page views per Visit
    • Measure your Website Conversion Rate
      • The number goal conversions your website generates divided by the number of visits your website received for the same period. This is a critical Key Performance Indicator
    • What are Goal Values?
      • Goals values allocate a dollar amount to a converted website goal. This enables the $ Index metric in the Google Analytics Content Reports.
    • How to Calculate Goal Values?
      • What percentage of your leads become students?
        • 8%
      • What is the average tuition of your program?
        • 5000$
      • Formula:
        • 8% X $5,000 = $400
    • How to use the $Index?
      • Prioritize your optimization by identifying your most likely web pages that lead to a website goal conversion (lead, registration, download, etc.)
    • $ Index Example
    • Goal Funnels
    • Test with Website Optimizer
    • What can Google Analytics Measure?
      • Newspapers
      • Email Campaigns
      • Course Calendars
      • Google AdWords
      • Facebook
      • Twitter
      • Search Engine Optimization
      • Mobile Marketing
    • Newspapers
    • Email Campaigns
    • Course Calendars
    • Google AdWords
    • Facebook www.higher-education-marketing.com
    • Twitter www.higher-education-marketing.com
    • Search Engine Optimization
    • Mobile Marketing
    • Sample KPI Dashboard: Monthly www.higher-education-marketing.com
    • Configuring Google Analytics
      • Creating an Account
      • Installing the Google Analytics Tracking Code
      • Remove Internal Traffic
      • Setup Goals & Goal Values
      • Use the URL Builder to Tag your Marketing
    • Google Analytics Tracking Code
      • <script type=&quot;text/javascript&quot;>
      • var _gaq = _gaq || [];
      • _gaq.push(['_setAccount', 'UA-1234567-1']);
      • _gaq.push(['_trackPageview']);
      • (function() {
      • var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
      • ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
      • var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
      • })();
      • </script>
    • Exclude Internal Traffic with a Filter Aim to have better data. Remove your internal traffic with an exclude filter
    • Setup Goals and Goal Values
    • Use the URL Builder Source : http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
    • Social Media Analytics
    • Facebook Insights
    • YouTube Metrics
    • LinkedIn InMaps
    • Blog: Post Rank Analytics
    • Are you listening? www.higher-education-marketing.com
    • Radian 6: Share of Voice Month
    • Radian 6: Social Media Trend
    • Radian 6 Conversation Cloud
    • Kwantlen: Positive vs. Negative
    • Resources
      • https ://analytics.postrank.com /
      • http ://www.google.com/analytics /
      • What is my IP Address
      • URL Builder
      • $Index Value Explanation
      • Google Analytics Conversion University
    • Contact
      • Philippe Taza
      • Tel: 514-312-3968
      • [email_address]
      • www.higher-education-marketing.com
      • Twitter Facebook LinkedIn Blog