My analytics presentation from Get Listed University - Spokane on 2/25/2011. We talked about setting up business objectives and creating KPI's that support them as well as how to use advanced segmentation to identify what's working and what's not.

1. Analytics Riches
There’s Gold
in Them
Thar Data
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

2. “You cannot improve what you
cannot measure.”
-Lord Kelvin
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

3. The Path to Riches
• Define business objectives and goals
• Create KPI’s (Key Performance Indicators)
• Tame your HIPPO
• Set up goals
• Gain insight and make recommendations
• Always be improving
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

4. Repeat after me...
Analytics is NOT about reports.
It’s about gleaning insight from
web data and doing something.
-Me (and others that live the data-driven dream)
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

5. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

6. Business Goals-Why Do you Exist?
• Know the purpose of your website
• Know the pages that matter and why
• Create KPI’s that you can track and
support your goals
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

7. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

8. KPI 1-The Power of Blogging
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

9. KPI 2-Class Registration
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

10. KPI 3-Facebook Traffic
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

11. Help Data Defeat the HiPPO
HiPPO=Highest Paid Person’s Opinion
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

12. Traffic Sources - Thanks, Man.
• Direct Traffic - Your brand, baby!
• Referring Traffic - Who your friends are
• Search Engines - Big 3 Love
• Keywords - The head & long-tail
• Adwords Campaigns - Pay to play
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

13. Know Your sources, man!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

14. Search Traffic Rulz!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

15. Content - Rich or Poor?
• Top Content - I’m #1, I’m #1, I’m #1
• Top Landing Pages - How they find you
• Top Exit Pages - Not so important
• Navigation Summary - Sweeeet!
• Site Overlay - Cool, but not accurate
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

16. Goals - Have Some
• Track Conversions - They matter
• Conversion Rates - Matter
• Goal Funnels - See $ fall into it
• Funnel Visualization - Cooooool
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

17. EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

18. Be An ROI Rockstar!
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

19. Open Your Mind and Discover!
Arghhh!
No gold.
Only platinum.
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

20. Insight and Improvement
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

21. Search-Room for Improvement
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

22. Segmentation Rulz!
• Start using segmentation NOW!
• Invent new ways to segment traffic
• Slice and dice that data, baby
• Nearly all of my analytic insight comes
from data segmentation over time. Then I
take action & make improvements to test.
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

23. Ed’s Top Data Mining Tips
• Time Comparison + Slice + Insight = $
• Check your ego and opinion at the door
• Open your minds to new ideas & trends
• Think like a scientist (hypothesize & test)
• Feed your HiPPO the right diet of data
• Discover what works. Do more of it.
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

24. Additional Resources
Books: Websites:
Analytics: An Hour a Day Searchengineland.com
Web Analytics 2.0 Kaushik.net
Userfly
Google Analytics Videos
Juice Analytics
Kiss Insights
Visual Website Optimizer
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese

25. Ed Reese
EMAIL: ed@sixthmanmarketing.com
PHONE: 509.624.5580
TWITTER: @ed_reese
EMAIL: ed@sixthmanmarketing.com PHONE: 509. 624.5580 TWITTER: @ed_reese