Google Analytics for Improved Lead Generation Presented by Monday, October 31, 2011
Agenda <ul><li>What is Web Analytics? </li></ul><ul><li>What is Google Analytics? </li></ul><ul><li>Lead Generation Best P...
Are you measuring? Source :  http://startupquote.com/post/11697249030
Tools we use <ul><li>Google Analytics </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Google Places </li></ul><...
What is Web Analytics? <ul><li>Web analytics is the measurement, collection, analysis and reporting of internet data for p...
What is Google Analytics? <ul><li>Enterprise-class web analytics solution </li></ul><ul><li>Provides rich insights into yo...
Lead Generation Best Practices <ul><li>Website Goals </li></ul><ul><li>Measure your Website Conversion Rate </li></ul><ul>...
Sample Website Goals <ul><li>Lead Generation Forms </li></ul><ul><li>Contact us forms </li></ul><ul><li>Book a Campus Tour...
Measure your Website Conversion Rate <ul><li>The number goal conversions your website generates divided  by the number of ...
What are Goal Values? <ul><li>Goals values allocate a dollar amount to a converted website goal. This enables the  $ Index...
How to Calculate Goal Values? <ul><li>What percentage of your leads become students? </li></ul><ul><ul><li>8% </li></ul></...
How to use the $Index? <ul><li>Prioritize your optimization by identifying your most likely web pages that lead to a websi...
$ Index Example
Goal Funnels
Test with Website Optimizer
What can Google Analytics Measure? <ul><li>Newspapers </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Course Calendars...
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 <ul><li>Creating an Account </li></ul><ul><li>Installing the Google Analytics Tracking Code <...
Google Analytics Tracking Code <ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var _gaq = _gaq || []; ...
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 <ul><li>https ://analytics.postrank.com / </li></ul><ul><li>http ://www.google.com/analytics / </li></ul><ul><li...
Contact <ul><li>Philippe Taza </li></ul><ul><li>Tel: 514-312-3968 </li></ul><ul><li>[email_address]   </li></ul><ul><li>ww...
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BCCCA Google Analytics for Improved Lead Generation

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Higher Education Marketing founder Philippe Taza discusses the increasingly important role that Google Analytics plays in today’s education marketing. The presentation includes an in-depth presentation of what Google Analytics can measure, best practices and tips to configure Google Analytics. It focuses on helping colleges improve their ROI and increase the number of leads generated from their websites and online marketing initiatives, such as social media.

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BCCCA Google Analytics for Improved Lead Generation

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