WEB ANALYTICSFOR SANE PEOPLE       Ian Lurie      @portentint   ian@portent.com
portent.co/saneanalytics     (Yes, use .co, not .com)
ahem	  equivocate	  weasel	  weasel	  hem	  haw	  qualify	  cau2on	  pick	  nits	  dodge	  ahem	  equivocate	  weaseweasel...
WTH is analytics, anyway?
look! at! how! cool! I! am!
look! at! how! cool! I! am!
Analytics connects action to value
Analytics provides next steps
GOALS
A goal is a desired action
Completed goal = Conversion
For every person who [converts],I get [value].
For every person who buys a book,I get $9.
For every person who views mylatest article, I get $3.
For every person who follows meon Facebook, I get $.41.
FIND 5 GOALS. ATTACH VALUES.
GOOGLE ANALYTICS
SETTING UP
COPY
PASTE
OR…
WHAT TO TRACK
QUANTITYQUALITYCONTEXTVALUE
QUANTITY      HOW MANY?
QUANTITY      HOW MANY? VISITS                PEOPLE                PAGEVIEWS
QUANTITY
QUANTITY VISIT 1 PERSON 1 TIME
QUANTITY VISITORS   UNIQUE VISITOR 1 PERSON   1 PERSON 1 TIME     1+ TIMES A VISIT    A PERSON
QUANTITY PAGEVIEW = 1 PAGE LOADED
QUALITY
QUALITY
QUALITY
QUALITY
QUALITY          OMG WHAT THE HELLS          GOING ON! UNIVERSE           ENDING PARADOX             AARRRGHHH!!!!
oh. heh. never mind.
CONTEXT    WHAT’S GOING ON?
CONTEXT    WHAT’S GOING ON?    WHERE ARE YOU FROM?    WHAT DO YOU NEED?
CONTEXT
CONTEXT          QUALITYCONTEXT
CONTEXT      MEDIUM   WHAT KIND      SOURCE   WHERE
CONTEXT
CONTEXT
CONTEXT
CONTEXT
CONTEXT  50% OF ALL SEARCHES
CONTEXT     FUUUUUUUUUUUUUUUU…
CONTEXT
CONTEXTMEH.
CONTEXT
CONTEXT          QUANTITY   QUALITY
VALUE        WHAT’S IT WORTH TO YA?
VALUE        YOU MUST KNOW:        THE GOAL        THE THANK YOU PAGE
VALUE        YOU MUST KNOW:        THE GOAL        THE THANK YOU PAGE
VALUE        BASIC GOAL        AN E-MAIL SIGNUP
VALUE
VALUE        GOAL PAGE        URL
VALUE
VALUE
VALUE GOAL PAGE URL NOT OPTIONAL!
VALUE For every person who [converts], I get [value].
VALUE
WEBMASTER TOOLS
TO USE, OR NOT TO USE?
AN EXAMPLE
i dont think this writing   stuff has any value.
this has too many words.
91000 x $24= $2,184,000
ANOTHER EXAMPLE
FINDING OPPORTUNITY GAPS
Nice average position
Decent CTR
And some clicks
Good!!!
Bad!!!!
Query    Content+   Bounce rate    Intent
Generalities
Smart-assery
Fail
Conclusion: Get specific. Write areal proposal template.
METRICS TO IGNORE
HITS
175 HITS
186 HITS
50 HITS
COMPARISONS
Our competitor’s site takes 25seconds to load.What’s the problem?
THE WRAPUP
Analytics connects action to value
Analytics provides next steps
1.  Determine goals.2.  Get set up.3.  Track quantity, quality,    conversions and value.4.  Don’t worry about hits or the...
portent.co/saneanalytics     (Yes, use .co, not .com)
Me:      @portentintplus.google.com/+IanLurie
cmon by!US:portent.com
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
Web analytics for sane people
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Web analytics for sane people

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An 'intro to web analytics' for beginners, plus a walkthrough on researching goals, etc..

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  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
  • A caution – always be aware…
  • …of quanties. Remember how I said they’re building blocks?
  • Web analytics for sane people

    1. 1. WEB ANALYTICSFOR SANE PEOPLE Ian Lurie @portentint ian@portent.com
    2. 2. portent.co/saneanalytics (Yes, use .co, not .com)
    3. 3. ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  wease
    4. 4. WTH is analytics, anyway?
    5. 5. look! at! how! cool! I! am!
    6. 6. look! at! how! cool! I! am!
    7. 7. Analytics connects action to value
    8. 8. Analytics provides next steps
    9. 9. GOALS
    10. 10. A goal is a desired action
    11. 11. Completed goal = Conversion
    12. 12. For every person who [converts],I get [value].
    13. 13. For every person who buys a book,I get $9.
    14. 14. For every person who views mylatest article, I get $3.
    15. 15. For every person who follows meon Facebook, I get $.41.
    16. 16. FIND 5 GOALS. ATTACH VALUES.
    17. 17. GOOGLE ANALYTICS
    18. 18. SETTING UP
    19. 19. COPY
    20. 20. PASTE
    21. 21. OR…
    22. 22. WHAT TO TRACK
    23. 23. QUANTITYQUALITYCONTEXTVALUE
    24. 24. QUANTITY HOW MANY?
    25. 25. QUANTITY HOW MANY? VISITS PEOPLE PAGEVIEWS
    26. 26. QUANTITY
    27. 27. QUANTITY VISIT 1 PERSON 1 TIME
    28. 28. QUANTITY VISITORS UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
    29. 29. QUANTITY PAGEVIEW = 1 PAGE LOADED
    30. 30. QUALITY
    31. 31. QUALITY
    32. 32. QUALITY
    33. 33. QUALITY
    34. 34. QUALITY OMG WHAT THE HELLS GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
    35. 35. oh. heh. never mind.
    36. 36. CONTEXT WHAT’S GOING ON?
    37. 37. CONTEXT WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
    38. 38. CONTEXT
    39. 39. CONTEXT QUALITYCONTEXT
    40. 40. CONTEXT MEDIUM WHAT KIND SOURCE WHERE
    41. 41. CONTEXT
    42. 42. CONTEXT
    43. 43. CONTEXT
    44. 44. CONTEXT
    45. 45. CONTEXT 50% OF ALL SEARCHES
    46. 46. CONTEXT FUUUUUUUUUUUUUUUU…
    47. 47. CONTEXT
    48. 48. CONTEXTMEH.
    49. 49. CONTEXT
    50. 50. CONTEXT QUANTITY QUALITY
    51. 51. VALUE WHAT’S IT WORTH TO YA?
    52. 52. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
    53. 53. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
    54. 54. VALUE BASIC GOAL AN E-MAIL SIGNUP
    55. 55. VALUE
    56. 56. VALUE GOAL PAGE URL
    57. 57. VALUE
    58. 58. VALUE
    59. 59. VALUE GOAL PAGE URL NOT OPTIONAL!
    60. 60. VALUE For every person who [converts], I get [value].
    61. 61. VALUE
    62. 62. WEBMASTER TOOLS
    63. 63. TO USE, OR NOT TO USE?
    64. 64. AN EXAMPLE
    65. 65. i dont think this writing stuff has any value.
    66. 66. this has too many words.
    67. 67. 91000 x $24= $2,184,000
    68. 68. ANOTHER EXAMPLE
    69. 69. FINDING OPPORTUNITY GAPS
    70. 70. Nice average position
    71. 71. Decent CTR
    72. 72. And some clicks
    73. 73. Good!!!
    74. 74. Bad!!!!
    75. 75. Query Content+ Bounce rate Intent
    76. 76. Generalities
    77. 77. Smart-assery
    78. 78. Fail
    79. 79. Conclusion: Get specific. Write areal proposal template.
    80. 80. METRICS TO IGNORE
    81. 81. HITS
    82. 82. 175 HITS
    83. 83. 186 HITS
    84. 84. 50 HITS
    85. 85. COMPARISONS
    86. 86. Our competitor’s site takes 25seconds to load.What’s the problem?
    87. 87. THE WRAPUP
    88. 88. Analytics connects action to value
    89. 89. Analytics provides next steps
    90. 90. 1.  Determine goals.2.  Get set up.3.  Track quantity, quality, conversions and value.4.  Don’t worry about hits or the other guy.
    91. 91. portent.co/saneanalytics (Yes, use .co, not .com)
    92. 92. Me: @portentintplus.google.com/+IanLurie
    93. 93. cmon by!US:portent.com
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