Opportunities in Numbers
Swimming through the primordial soup of data




Beth Liebert
Google Analytics Product Manager


...
2005




Google Analytics Master Class 2010          #gamc
2010




Google Analytics Master Class 2010          #gamc
The Web Analytics Challenge




             Questions & Numbers: Yes
              Answers & Insights : No




   Google ...
Data Rich, Information Poor
                                        Campaign Tagging                          Cost Data Li...
Data Rich, Information Poor
                                        Campaign Tagging                          Cost Data Li...
Defining Goals: How do you measure success?
Primary Goals


               E-Commerce                 Non-Profit

        ...
Google Analytics Master Class 2010   #gamc
Primary Goals + Your Opportunity




                                                     Primary goal
                  H...
Different Visits, Different Purposes




                                                                            % com...
How do you measure success?
Primary & Secondary Conversions

              E-Commerce                       Non-Profit
   ...
Optimize secondary goals to drive
         primary conversions




Google Analytics Master Class 2010   #gamc
Screenshot: Google Store site




   Google Analytics Master Class 2010   #gamc
How can I measure goals using Google Analytics?




                                        E-Commerce
                   ...
Setting Goals in Google Analytics
Edit Profile > Goals




    Google Analytics Master Class 2010   #gamc
Different Goal Types in Google Analytics




   Google Analytics Master Class 2010      #gamc
Engagement Goals: Users visiting >4 pages




                                        4




   Google Analytics Master Cla...
What does it mean?




   Google Analytics Master Class 2010   #gamc   18
Context turns data into opportunities




Google Analytics Master Class 2010   #gamc
What does it mean?




   Google Analytics Master Class 2010   #gamc   20
Context gives data meaning




   Google Analytics Master Class 2010   #gamc   21
Context: Your Competition




   Google Analytics Master Class 2010   #gamc   22
Context: Your Competition




   Google Analytics Master Class 2010   #gamc   23
Now I know where to dig deeper

                                  Goal: “Visited > 4 pages”




   Google Analytics Master...
Ah-ha!




                                        Most visits never get
                                         past the...
Show me the biggest opportunities for improvement




   Google Analytics Master Class 2010               #gamc   26
Once you’ve pinpointed the problem,
     dig deeper with segments




Google Analytics Master Class 2010   #gamc
Dig Deeper & Segment




   Google Analytics Master Class 2010   #gamc   28
This page doesn’t seem so bad, right?




   Google Analytics Master Class 2010   #gamc   29
Overall traffic only answers overall questions




                                        EL PF UL
                NO TH
...
Dig Deeper: Create a segment




                                        High Bounce Rate: Search Page




   Google Analy...
Dig Deeper: Create a segment




                                                       High Bounce Rate: Search Page
    ...
Segment applied: BAM!




                                         Nearly all the bouncing
                               ...
Is this what bloggers are looking for?




   Google Analytics Master Class 2010    #gamc   34
Target that landing page to your segment




   Google Analytics Master Class 2010      #gamc   35
The evolution of analysis



                                        Am I selling stuff?
               How many users vis...
Activist
                                     Analyst




Google Analytics Master Class 2010              #gamc
Nothing persuades like good data




Google Analytics Master Class 2010   #gamc
Google Analytics Master Class 2010   #gamc
Thank You!
www.google.com.sg/analytics
www.google.com.my/analytics




                              Google Confidential a...
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Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google

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Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google

  1. 1. Opportunities in Numbers Swimming through the primordial soup of data Beth Liebert Google Analytics Product Manager Google Confidential and Proprietary 1
  2. 2. 2005 Google Analytics Master Class 2010 #gamc
  3. 3. 2010 Google Analytics Master Class 2010 #gamc
  4. 4. The Web Analytics Challenge Questions & Numbers: Yes Answers & Insights : No Google Analytics Master Class 2010 #gamc
  5. 5. Data Rich, Information Poor Campaign Tagging Cost Data Link Daily Visitors Organic traffic Content by title Visitor Loyalty Time on Site Domains Regex Filters Account Mangemen Launguage Browser and Platform Multiple Variables SiteCPC Clicks User Defined Java Enabled Overlay Keywords % Returning GoalSite ComparisonPath Visitors 1 Reverse Goal Benchmarking Depth of Visit Content Drilldown Motion Charts Pages/Visit Advanced Segments Funnel Visualization Browser and Platform Multiple Varia Map Overlay Dashboard Java Enabled Site Overlay Annotations ROI Mobile traffic Custom Reports Goal Tracking Date ComparisonTracking Reverse Goal Path Pages/Visit Event Tracking Source/Medium Referrers Pie Charts Advanced Segments Custom Reports Source/Medium Pivot Tables Operating System Google Analytics Master Class 2010 #gamc
  6. 6. Data Rich, Information Poor Campaign Tagging Cost Data Link Daily Visitors Organic traffic Content by title Visitor Loyalty Time on Site Domains Regex Filters Account Mangemen Launguage Browser and Platform Multiple Variables SiteCPC Clicks User Defined Java Enabled Overlay Keywords % Returning GoalSite ComparisonPath Visitors 1 Reverse Goal Benchmarking Depth of Visit Content Drilldown Motion Charts Pages/Visit Advanced Segments Funnel Visualization Browser and Platform Multiple Varia Map Overlay Dashboard Java Enabled Site Overlay Annotations ROI Mobile traffic Custom Reports Goal Tracking Date ComparisonTracking Reverse Goal Path Pages/Visit Event Tracking Source/Medium Referrers Pie Charts Advanced Segments Custom Reports Source/Medium Pivot Tables Operating System Google Analytics Master Class 2010 #gamc
  7. 7. Defining Goals: How do you measure success? Primary Goals E-Commerce Non-Profit Completed orders Visits with donations Content Sharing Blog Visits with uploads Feed subscribers Google Analytics Master Class 2010 #gamc
  8. 8. Google Analytics Master Class 2010 #gamc
  9. 9. Primary Goals + Your Opportunity Primary goal How do you measure success here? conversions Google Analytics Master Class 2010 #gamc
  10. 10. Different Visits, Different Purposes % completed orders bounced abandoned checkout Why? support account Were users able to find signup the right contact info? product What influenced users to research signup for accounts? Are users engaged with the content? Google Analytics Master Class 2010 #gamc
  11. 11. How do you measure success? Primary & Secondary Conversions E-Commerce Non-Profit Completed orders Visits with donation + product research + volunteer signups + account signups + brochure downloads + calls to support + visits to events pages Content Sharing Blog Visits with uploads Feed subscribers + premium signups + visits with comment + pages / visit + ad clicks + referrals from twitter + uplift in clicks to main site Google Analytics Master Class 2010 #gamc
  12. 12. Optimize secondary goals to drive primary conversions Google Analytics Master Class 2010 #gamc
  13. 13. Screenshot: Google Store site Google Analytics Master Class 2010 #gamc
  14. 14. How can I measure goals using Google Analytics? E-Commerce Completed orders + product research + account signups + clicks to support Google Analytics Master Class 2010 #gamc
  15. 15. Setting Goals in Google Analytics Edit Profile > Goals Google Analytics Master Class 2010 #gamc
  16. 16. Different Goal Types in Google Analytics Google Analytics Master Class 2010 #gamc
  17. 17. Engagement Goals: Users visiting >4 pages 4 Google Analytics Master Class 2010 #gamc
  18. 18. What does it mean? Google Analytics Master Class 2010 #gamc 18
  19. 19. Context turns data into opportunities Google Analytics Master Class 2010 #gamc
  20. 20. What does it mean? Google Analytics Master Class 2010 #gamc 20
  21. 21. Context gives data meaning Google Analytics Master Class 2010 #gamc 21
  22. 22. Context: Your Competition Google Analytics Master Class 2010 #gamc 22
  23. 23. Context: Your Competition Google Analytics Master Class 2010 #gamc 23
  24. 24. Now I know where to dig deeper Goal: “Visited > 4 pages” Google Analytics Master Class 2010 #gamc 24
  25. 25. Ah-ha! Most visits never get past the first page! Google Analytics Master Class 2010 #gamc 25
  26. 26. Show me the biggest opportunities for improvement Google Analytics Master Class 2010 #gamc 26
  27. 27. Once you’ve pinpointed the problem, dig deeper with segments Google Analytics Master Class 2010 #gamc
  28. 28. Dig Deeper & Segment Google Analytics Master Class 2010 #gamc 28
  29. 29. This page doesn’t seem so bad, right? Google Analytics Master Class 2010 #gamc 29
  30. 30. Overall traffic only answers overall questions EL PF UL NO TH Google Analytics Master Class 2010 #gamc 30
  31. 31. Dig Deeper: Create a segment High Bounce Rate: Search Page Google Analytics Master Class 2010 #gamc 31
  32. 32. Dig Deeper: Create a segment High Bounce Rate: Search Page High Bounce Rate: Search Page Google Analytics Master Class 2010 #gamc 32
  33. 33. Segment applied: BAM! Nearly all the bouncing visits to the search page are from blogger! Google Analytics Master Class 2010 #gamc 33
  34. 34. Is this what bloggers are looking for? Google Analytics Master Class 2010 #gamc 34
  35. 35. Target that landing page to your segment Google Analytics Master Class 2010 #gamc 35
  36. 36. The evolution of analysis Am I selling stuff? How many users visit more than 4 pages? How does that compare to last month? To my competition? Which landing pages should I focus on improving first? Response: Target my landing page to bloggers Google Analytics Master Class 2010 #gamc
  37. 37. Activist Analyst Google Analytics Master Class 2010 #gamc
  38. 38. Nothing persuades like good data Google Analytics Master Class 2010 #gamc
  39. 39. Google Analytics Master Class 2010 #gamc
  40. 40. Thank You! www.google.com.sg/analytics www.google.com.my/analytics Google Confidential and Proprietary 40
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