ANALYTICS
…and what they can do for us

BIG
DATA

FOR THE REST OF
US Analytics can provide business
Google
insights, not j...
About Us
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
con...
Our Team
Meet us at
www.hadeninteractive.com

John Doe

06
Say thanks to our sponsors!
Big Data
A corpus of data too big to handle with low-tech tools.
•20th Century:
Big companies had access to Big Data.
•21s...
We have relatively
greater access

Crowdsource
Extrapolate from large
questions and
public data sets to our
tolerate low
o...
An Alternative: Google Analytics
Big data collection and
analysis tool with the power
to It’s free. business insights.
pro...
Example #1: A CPG Manufacturer
Web traffic increases, but sales
don’t.
What’s up?
• Identify a signal of intent to buy.
• ...
Example #2: B2B E-Commerce
Looks like bing brings big
spenders.
Should we optimize for bing?
• Bing visitors don’t have a ...
Are we theorizing beyond the facts?
Example #3: Thought Leader
Are we influencing people, or
just getting traffic?
How do we know?
Who’s visited?
Executive of...
Avoiding the Memorial Day Fallacy
News shows always report the
number of auto accidents over
Memorial Day weekend…
But how...
The other part of the problem: what do we do with
the data?
“What clients really want to see…”
How do we find actionable data?
You have to capture the data in order to
be able to use it. No going back in
time.

Use yo...
Once you identify a goal…
• Identify a customer behavior.
• Identify an online action that
shows the behavior or a sign of...
Set up a goal in Google Analytics
Describe your goal
Add goal details and create goal
Segments
Set up a segment
Then what?
Once we understand consumer
behavior, we should respond to the
insights.
•Make changes at the website to
encour...
Google tools that give us insights beyond our own
sites
Google Webmaster Tools
Ngram Viewer
Google Trends
Thank you for your attention !
@REBECCAHADEN
REBECCA@HADENINTERACTIVE.C
OM
WWW.HADENINTERACTIVE.COM
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Big Data for the Rest of Us

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Google Analytics can provide business insights... for free.

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  • What’s SEO?
    The time machine has two settings:
    Past – rely on keyword density for your one keyword!
    Future-
    Dystopian- Google changes constantly for no reason, so why bother?
    Utopian- search engines are just like people now, so there’s no need.
  • I’m Rebecca Haden from Haden Interactive, a local WordPress shop
  • Here’s our team – we’d love to meet you and we’re happy to answer questions.
  • Teresa Warren’s story about spreadsheets
  • Publicly available data may not mesh with our needs, and it’s a big data set of its own.
    $499 for Forrester report, $45k p.a. for Pentaho
  • But we have to move past this to find actionable data.
  • Make sure everyone knows what an algorithm is.
    Indexing
    Native WP search engine works the way they all used to work – shows you the instances of the word from most recent.
  • When it was shown, it was shown at #1, but these are not 100% of the searches using these terms – sometimes it wasn’t shown at all.
  • Big Data for the Rest of Us

    1. 1. ANALYTICS …and what they can do for us BIG DATA FOR THE REST OF US Analytics can provide business Google insights, not just SEO insights.
    2. 2. About Us Haden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents. WWW.HADENINTERACTIVE.CO M Haden Interactive Address: 1337 E. Ash, Fayetteville, AR Phone: 479.966.9761 Email: info@hadeninteractive.com 02
    3. 3. Our Team Meet us at www.hadeninteractive.com John Doe 06
    4. 4. Say thanks to our sponsors!
    5. 5. Big Data A corpus of data too big to handle with low-tech tools. •20th Century: Big companies had access to Big Data. •21st Century: We all have access to Big Data. …sort of.
    6. 6. We have relatively greater access Crowdsource Extrapolate from large questions and public data sets to our tolerate low own population. accuracy. Pay for relevant data sets and reports. $499…$45,000 05
    7. 7. An Alternative: Google Analytics Big data collection and analysis tool with the power to It’s free. business insights. provide • • It captures and analyzes your data. • It shows more than just web traffic. 10
    8. 8. Example #1: A CPG Manufacturer Web traffic increases, but sales don’t. What’s up? • Identify a signal of intent to buy. • Measure increase in that signal. • Discover that only 35% of visitors have access. • This is a distribution, not a marketing issue.
    9. 9. Example #2: B2B E-Commerce Looks like bing brings big spenders. Should we optimize for bing? • Bing visitors don’t have a higher conversion rate and they’re searching for the company name. • We’re seeing a different pattern. • Visits from corporate centers followed by same-city purchases. • Develop partnership with the corporation.
    10. 10. Are we theorizing beyond the facts?
    11. 11. Example #3: Thought Leader Are we influencing people, or just getting traffic? How do we know? Who’s visited? Executive office of the president: Visits: 17 Unique Visitors: 12 Pageviews: 77 Senate.gov: Visits: 29 Unique Visitors: 23 Pageviews: 139 House.gov Visits: 336 Unique Visitors: 70 Pageviews: 1,939 We can say confidently: this is not typical.
    12. 12. Avoiding the Memorial Day Fallacy News shows always report the number of auto accidents over Memorial Day weekend… But how many auto accidents are there on an average weekend? You need enough data to know what’s average and what’s awesome.
    13. 13. The other part of the problem: what do we do with the data?
    14. 14. “What clients really want to see…”
    15. 15. How do we find actionable data? You have to capture the data in order to be able to use it. No going back in time. Use your business goals to plan your analytics configuration. •Brand awareness? •Thought leadership? •Sales? •Market research? •Leads? 15
    16. 16. Once you identify a goal… • Identify a customer behavior. • Identify an online action that shows the behavior or a sign of intention. • Make sure your website offers a way to track the behavior: • • • A URL visited A length of time on site. An item downloaded. • Set up a goal in Google Analytics.
    17. 17. Set up a goal in Google Analytics
    18. 18. Describe your goal
    19. 19. Add goal details and create goal
    20. 20. Segments
    21. 21. Set up a segment
    22. 22. Then what? Once we understand consumer behavior, we should respond to the insights. •Make changes at the website to encourage the behaviors we want to increase. •Fix areas of confusion or abandonment. •Use what we learn about visitor acquisition to make the best allocation of resources. Continue to monitor and respond, because things change.
    23. 23. Google tools that give us insights beyond our own sites
    24. 24. Google Webmaster Tools
    25. 25. Ngram Viewer
    26. 26. Google Trends
    27. 27. Thank you for your attention ! @REBECCAHADEN REBECCA@HADENINTERACTIVE.C OM WWW.HADENINTERACTIVE.COM
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