5 Essential Google Analytics Tools for theData-Driven Marketer   Today’s Host   Alex Dunks   Senior SEO Strategist webmark...
•  Founded in 2004               •  Proprietary Attribution Tool•  Custom KPI-based Scorecards   •  120+ Clients          ...
Some Practical Matters  Are the slides available?         Yes! Just email                                     seo@webmark...
The problem is not havingtoo little information.It’s separating signal from noise.                             #webmarketi...
Analytics Can Answer MANY Questions  How many  visitors do                              Problem Recognition we get to our ...
Including many questions “of the moment” Mobile   What % of traffic is on mobile devices? Is that    segment bouncing mor...
But we have to walkbefore we can run.And we have to ask ourselves whichquestions are most closely tied to revenueand can m...
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Evaluate Your Traffic Throughthe Lens of Keywords:  Branded vs Non-Branded  Head term vs Long Tail  Organic vs Paid Cli...
Branded vs Non-Branded Termswebmarketing123     bay area seo companywebmarketing 123    digital maketing companyweb market...
Head Match vs Long Tail                          #webmarketing123
Organic vs Paid Search                         #webmarketing123
Organic vs Paid SearchStop paying for clicks… there goes your traffic                                         #webmarketin...
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
You’ve produced content. Great. But is it actually driving conversions?                                    #webmarketing123
Focus on Conversions,Not Traffic or Pageviews  Goal & Event Tracking  Goal Values  Goal Funnels                        ...
Analytics won’t track Conversions unlessyou set them up as Goals: Contact Us Forms Quick Inquiry Forms Call back reques...
Goals vs. EventsGoals:                                  Events:•  Visits to specific (Thank You) URL   •  Tracking clicks•...
Analytics won’t track Conversions unlessyou set them up as Goals or Events: Identify:                                 Why?...
Set Goal Values1. Single Basic Value across all goals, e.g. “1”2. Your actual average margin (or similar financial figure)...
Goal Funnels:Where in your processare your customersabandoning?                        #webmarketing123
Associate Revenue w/ ConversionsConversions: Multi-Channel Funnels: Top Conversion Paths   #webmarketing123
Let’s Review:Define conversions for your business goalsEstablish goals in Analytics with a Thank Youpage for each!Set your...
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Evaluate the Impact of Your Social Media   More Data          Same Cuteness                                 #webmarketing123
Evaluate the Impact of Your Social Media                                   #webmarketing123
Evaluate the Impact of Your Social Media                                   #webmarketing123
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Custom Dashboards                    #webmarketing123
Custom DashboardsAnalyze metrics based on segments and time periods  Measure:                       To assess:      Visit...
Custom Dashboards                    #webmarketing123
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Track your Long Tail& Campaign KeywordsThrough Regular Expressions                        #webmarketing123
Use what you’ve learned: Analyze which keywords are leading tomore conversions and work to strengthenthem in your links a...
Webinar Agenda1   Evaluate Your Traffic Through the Lens of Keywords2   Creating Goals, Funnels and Setting Goal Values3  ...
Tips & Tricks Track goals retroactively A/B Test with Content Experiments(Website Optimizer has been retired) See what’...
Key Takeaways•  Stay focused on outcomes: Analytics provides an amazing   breadth of data. Start by looking at conversions...
What can you gain from speaking with one of our analysts?    Social Media Audit                Take a hard look at your co...
Regular ExpressionsCode snippets:Reg Ex for more than 3 words: ^s*[^s]+(s+[^s]+){3}s*$	Reg Ex for more than 2 words ^s*[^s...
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5 essential google analytics tools for the data driven marketer

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5 essential google analytics tools for the data driven marketer

  1. 1. 5 Essential Google Analytics Tools for theData-Driven Marketer Today’s Host Alex Dunks Senior SEO Strategist webmarketing123 facebook.com/webmarketing123 #webmarketing123
  2. 2. •  Founded in 2004 •  Proprietary Attribution Tool•  Custom KPI-based Scorecards •  120+ Clients #webmarketing123
  3. 3. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123 webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. #webmarketing123
  4. 4. The problem is not havingtoo little information.It’s separating signal from noise. #webmarketing123
  5. 5. Analytics Can Answer MANY Questions How many visitors do Problem Recognition we get to our What site? keyword searches led to visitors to Information Search our site? What is our ratio of new vs. returning Evaluation of visitors? Alternatives What are our most popular webpages? Purchase How many people Decisions fill out our “Contact us” form? What is my Purchase Average Order Value (AOV)? #webmarketing123
  6. 6. Including many questions “of the moment” Mobile   What % of traffic is on mobile devices? Is that segment bouncing more? Converting less? Is your website mobile & tablet-friendly? Online/Offline Correlation   How have offline marketing campaigns impacted website traffic and conversions? Content Marketing Strategy   Which pieces of content are getting the most engagement? Use them in content nurturing programs or promote them on your site. #webmarketing123
  7. 7. But we have to walkbefore we can run.And we have to ask ourselves whichquestions are most closely tied to revenueand can make us a hero at our company. #webmarketing123
  8. 8. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  9. 9. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  10. 10. Evaluate Your Traffic Throughthe Lens of Keywords:  Branded vs Non-Branded  Head term vs Long Tail  Organic vs Paid Clicks #webmarketing123
  11. 11. Branded vs Non-Branded Termswebmarketing123 bay area seo companywebmarketing 123 digital maketing companyweb marketing 123 social media marketing #webmarketing123
  12. 12. Head Match vs Long Tail #webmarketing123
  13. 13. Organic vs Paid Search #webmarketing123
  14. 14. Organic vs Paid SearchStop paying for clicks… there goes your traffic #webmarketing123
  15. 15. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  16. 16. You’ve produced content. Great. But is it actually driving conversions? #webmarketing123
  17. 17. Focus on Conversions,Not Traffic or Pageviews  Goal & Event Tracking  Goal Values  Goal Funnels #webmarketing123
  18. 18. Analytics won’t track Conversions unlessyou set them up as Goals: Contact Us Forms Quick Inquiry Forms Call back requests Trial/Demo Registrations Webinar Registrations Downloadable Content behind a lead generation form Content not held behind a form (e.g. PDFs) Product Video Views Podcast or Webinar Downloads Specific Text Links (use event tracking) #webmarketing123
  19. 19. Goals vs. EventsGoals: Events:•  Visits to specific (Thank You) URL •  Tracking clicks•  Pages/Visit •  Email links•  Time on Site •  PDF Download•  Track Events as a Goal •  Video Play #webmarketing123
  20. 20. Analytics won’t track Conversions unlessyou set them up as Goals or Events: Identify: Why?: •  Who paused or fast-forwarded a video •  Allows for quick lead/sales follow-up •  Who downloaded a piece of collateral •  Fuels lead nurturing programs •  Who clicked on an ad •  Enables effective retargeting ads •  Who filled out a form #webmarketing123
  21. 21. Set Goal Values1. Single Basic Value across all goals, e.g. “1”2. Your actual average margin (or similar financial figure)3. Calculated Value or Weighted Score, giving a score tothe different conversions. This can actually be worth thetime, as it forces you to measure the value of conversions.For example:Contact Us: 100 pointsWebinar attendance: 10 pointsE-book download: 5 pointsBlog Comment: 2 points #webmarketing123
  22. 22. Goal Funnels:Where in your processare your customersabandoning? #webmarketing123
  23. 23. Associate Revenue w/ ConversionsConversions: Multi-Channel Funnels: Top Conversion Paths #webmarketing123
  24. 24. Let’s Review:Define conversions for your business goalsEstablish goals in Analytics with a Thank Youpage for each!Set your goal valuesObserve your Funnel: Where do visitorsabandon the goal path and analyze the datato determine why. #webmarketing123
  25. 25. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  26. 26. Evaluate the Impact of Your Social Media More Data Same Cuteness #webmarketing123
  27. 27. Evaluate the Impact of Your Social Media #webmarketing123
  28. 28. Evaluate the Impact of Your Social Media #webmarketing123
  29. 29. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  30. 30. Custom Dashboards #webmarketing123
  31. 31. Custom DashboardsAnalyze metrics based on segments and time periods Measure: To assess:   Visitor Behavior   If keywords need to be re-prioritized   Seasonality Shifts   If landing pages need restructuring   Traffic Source Activity   If high bounce rates need to be addressed   Bounce Rate #webmarketing123
  32. 32. Custom Dashboards #webmarketing123
  33. 33. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks #webmarketing123
  34. 34. Track your Long Tail& Campaign KeywordsThrough Regular Expressions #webmarketing123
  35. 35. Use what you’ve learned: Analyze which keywords are leading tomore conversions and work to strengthenthem in your links and content. Consider removing poor-performingkeywords from your campaigns, and re-allocating resources to higher-performingpaid or organic keywords. #webmarketing123
  36. 36. Webinar Agenda1 Evaluate Your Traffic Through the Lens of Keywords2 Creating Goals, Funnels and Setting Goal Values3 Social Interactions / Conversions4 Custom Dashboards5 The Power of Regular Expressions6 More Tips & Tricks (time permitting) #webmarketing123
  37. 37. Tips & Tricks Track goals retroactively A/B Test with Content Experiments(Website Optimizer has been retired) See what’s earning its keep on your sitewith In-Page Analytics #webmarketing123
  38. 38. Key Takeaways•  Stay focused on outcomes: Analytics provides an amazing breadth of data. Start by looking at conversions and the keywords and traffic sources that are driving them•  Customize for Greater Benefit: Effective tracking of your website traffic and visitor behavior has a direct impact on your conversion goals. Establish Goals and start measuring!•  Bring discipline into your decision-making process: Select metrics to measure and monitor them via custom dashboards or auto-emailed reports. #webmarketing123
  39. 39. What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Alex.D@webmarketing123.com webmarketing123 facebook.com/webmarketing123 @webmarketing123
  40. 40. Regular ExpressionsCode snippets:Reg Ex for more than 3 words: ^s*[^s]+(s+[^s]+){3}s*$ Reg Ex for more than 2 words ^s*[^s]+(s+[^s]+){2}s*$ RegEx for Campaign Keywords: a|b| (phrase match) RegEx for Campaign Keywords + Variations: ^a$|^b$|^c$|^d$|^d$ (exact match) Walk-through: http://mz.cm/Mfd7Ds
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