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Using Analytics to Grow Your Business - Ramon Ray

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Analytics is a powerful tool to grow your business and make decisions from "numbers"

Analytics is a powerful tool to grow your business and make decisions from "numbers"

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    Using Analytics to Grow Your Business - Ramon Ray Using Analytics to Grow Your Business - Ramon Ray Presentation Transcript

    • Ramon RayEditor & Technology EvangelistSmallbiztechnology.com
      1
    • What Is Analytics
      Analyzing Information
      Measuring
      Turning Data Into Actionable Information
      2
    • Analytic Benefits
      Fine Tuning
      Changing Direction
      Improving the Good
      Stopping the Bad
      3
    • What Are Your Goals
      More Web Site Traffic
      More Facebook Likes
      More Twitter Followers
      More Email Followers
      4
    • What Are Your Real Goals
      More Media Mentions
      More Sales Leads
      More Customer Comments
      Less Complaints
      Less Phone Calls
      5
    • What Can Analytics Tell You?
      Is my advertising working?
      What medium is most desired by my customers?
      What time of the day is best?
      Images? Video? Text? White Papers?
      What products do my customers want?
      What products don’t my customers want?
      6
    • Listen Carefully To Your Data
      Are Analytics YELLING NO?!
      Succeed Fast.
      Fail Faster.
      7
    • Is Email Marketing Dead?
      Still A Great Way To Nurture A Relationship with Customers
      Compliments Social Media, Blogs and a great Web Site
      8
    • Email Analytics
      Emails Sent
      Emails Bounced
      Emails Open
      Emails Clicked
      9
    • Bounced Email
      Non-existent email addresses
      Find out why
      Temporarily Undeliverable
      Try again and measure
      Blocked (Company, ISP)
      Contact company and/or ISP
      Mailbox Full
      Hmm….ethically and discretely contact the recipient
      Vacation (email was delivered)
      10
    • Emails Opened
      Are you segmenting your email
      Agonize over subject lines
      11
    • Email Opens
      Subject Line was good enough to pique interest
      High Open Rates Are Good
      If they don’t open should you delete?
      Want to hear Ramon’s Symantec Story?
      Don’t stop at “opens”!
      Did they click?
      12
    • Engagement
      Forwards
      Social Media Shares
      TIP: Refresh Past Email Campaign Analytics
      13
    • Email Clicks
      Clicks is deeper engagement and interest in your product, service, information, YOU!
      Glean insight from clicks
      14
    • Follow Clicks from Email To Web
      Tag links to follow through to web site
      Clicks are great but final action is vital
      Neat and Powerful Tool: URL Builder
      15
    • URL Builder
      16
      http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578
    • Web Site Analytics
      Who are your visitors?
      Where are they coming from?
      What are they viewing?
      What do they want?
      What content do they like best?
      What should you offer them?
      How are they finding you?
      17
    • Web Site Analytics: Visitors
      Visits
      Page Views
      Time On Site
      Bounce Rate
      New Visits
      Language
      Browser
      Operating System
      Browser
      Flash
      Java
      18
    • Web Site Analytics
      What your web site is about affects metrics interpretation
      19
    • New vs. Returning Visitors
      New visitors are great?
      Why is no one returning?
      Content is not compelling enough
      Prices too high
      Error on web site
      Visitors are returning?
      Why are no new visitors coming?
      Content is so niche
      Products are too specialized
      20
    • Bounce Rate
      Bounce Rate
      How fast are people leaving web site?
      Bounce Rate High
      Blog with content on the first page?
      Bounce Rate High
      Web Site that is difficult to navigate
      Language
      21
      Web Site Analytics
    • Traffic Sources
      Direct Traffic
      Your own actions are working!
      Referring Web Sites
      Advertise more
      Provide more content
      Search Engines
      22
    • Content
      Top content
      Entrance Pages
      Entrance Keywords
      Click Patterns
      23
    • Click Patterns
      Do I need to upgrade my web site?
      24
    • What Else To Measure
      Page Not Found
      Slow Web Sites
      Mobile Browsers
      Site Down (should you change your web host?)
      25
    • Web Site Speed
      26
    • Is Your Web Site Mobile Ready
      Check out smallbiztechnology.com on your phone. How does it look?
      27
    • Twitter Analytics
      Most clicked content (use short links)
      Follower Increase
      List increase
      Re-Tweets
      Klout Score
      28
    • Facebook Analytics
      Likes | Unlikes | Gender | Age | Country | Interaction
      29
    • Measure Video
      30
    • Other Tools For Analytics
      SlideShare (for measuring PPT views)
      Short URLS (like Bit.ly) for measuring everything
      Event Marketing Measurement – Eventbrite, others
      Google Alerts
      Plancast
      31
    • Selling Online?
      Shopping Cart Abandonment
      Lost shoppers (should you use live chat)
      32
    • NO MORE
      GUT
      INSTINCT
      33
    • 34
      Do Analytics But AlsoTALK To Customers