SlideShare a Scribd company logo
1 of 75
The Dish on Data
Alyson Murphy

@Moz

@AlysonMurphy
At Moz we create
inbound marketing software

@AlysonMurphy
All of your data in one place

@AlysonMurphy
In easy reports

@AlysonMurphy
To help you do better marketing

@AlysonMurphy
Let’s talk about data

@AlysonMurphy
You have data

@AlysonMurphy
A lot of data

@AlysonMurphy
But where to start
Let’s just start
digging!

@AlysonMurphy
You look at stuff

@AlysonMurphy
And more stuff

@AlysonMurphy
And get lost

@AlysonMurphy
And more lost

@AlysonMurphy
Then the question…
What should I look at?

@AlysonMurphy
Start simple…
Track a couple of things well

@AlysonMurphy
How to start simple
What matters to your
company?

@AlysonMurphy
At the end of the day,
You want your work to make
the greatest impact.

@AlysonMurphy
Map out how your company
is profitable
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from existing
customers

Try to measure these basics to start
@AlysonMurphy
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Let’s get to work

@AlysonMurphy
Setup of Google Analytics
1.Go to google.com/analytics

@AlysonMurphy
Setup of Google Analytics
2. Fill out website info

@AlysonMurphy
Setup of Google Analytics
2. Fill out website info

@AlysonMurphy
Setup of Google Analytics
3. Get tracking code

@AlysonMurphy
Setup of Google Analytics
3. Get tracking code

@AlysonMurphy
Setup of Google Analytics
4. Send tracking code to the developer

@AlysonMurphy
Setup of Google Analytics
5. Check if the code is on the page

@AlysonMurphy
Setup of Google Analytics
6. Wait for enough data to arrive

@AlysonMurphy
Setup of Google Analytics
7. Make sure data appears in reports

@AlysonMurphy
7 steps. Easy.

@AlysonMurphy
Built in Tracking
1. Visits to your website
2. How people got to your website
(in a general sense)

3. What pages people landed on
4. What pages people saw

@AlysonMurphy
Want to track these though
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from existing
customers

Try to measure these basics to start
@AlysonMurphy
Setup of Goals
1. Go to the Admin console

@AlysonMurphy
Setup of Goals
2. Go to the Goals

@AlysonMurphy
Setup of Goals
3. Create a Goal

@AlysonMurphy
Setup of Goals
4. Fill in the info

@AlysonMurphy
Setup of Goals
5. Fill in the name and type of goal

@AlysonMurphy
Setup of Goals
6. Select how the goal is reached

@AlysonMurphy
Setup of Goals
7. Look at your goals report
1
3. Select the goal

2

@AlysonMurphy
How your company is
profitable
Make more $

Earn more
money
Earn more
new
customers

Cut Cost

Earn more
from existing
customers

We can track the
progress of this now!
@AlysonMurphy
7 steps. Easy.

@AlysonMurphy
Celebrate

@AlysonMurphy
Setup of eCommerce
1. Go to the Admin console

@AlysonMurphy
Setup of eCommerce
2. View settings

@AlysonMurphy
Setup of eCommerce
3. Turn eCommerce on

@AlysonMurphy
Setup of eCommerce
3. Get developer to add code to the
complete pages
_addTrans() – info about transaction
_addItem() – info about items
_trackTrans() – sends the data
https://developers.google.com/analytics/devguides/
collection/gajs/gaTrackingEcommerce

@AlysonMurphy
Setup of eCommerce
4. Check if the code is on the page

Link to download: http://webanalyticssolutionprofiler.com

@AlysonMurphy
Setup of eCommerce
6. Wait for enough data to arrive

@AlysonMurphy
Setup of eCommerce
7. Make sure data appears in reports

@AlysonMurphy
7 steps. Easy.

@AlysonMurphy
How your company is
profitable
Make more $

Earn more
money
Earn more
new
customers

@AlysonMurphy

Earn more
from existing
customers

Cut Cost

We can track the
progress of this now!
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work

@AlysonMurphy
Campaigns Report
Your work may be highlighted here

@AlysonMurphy
Referral Report
Or here

@AlysonMurphy
Customized Campaigns
If not, go here
https://support.google.com/analytics/answer/1033867

and build a custom link that goes on other sites
moz.com/?
utm_source=Forbes&
utm_medium=PR&
utm_content=Moz+Analtytics+Launch&
utm_campaign=Forbes+-+PR++Moz+Analytics+Launch

@AlysonMurphy
Make a Segment
1. Click on the impossible to find
arrow

@AlysonMurphy
Make a Segment
2. Click “Create New Segment”

@AlysonMurphy
Make a Segment
3. Select Traffic Source to look at
3

1
2

4
@AlysonMurphy
Look at your Goal Reports
Your hard work comes to life

@AlysonMurphy
Get Excited!

@AlysonMurphy
Now let’s talk social

@AlysonMurphy
What social efforts are
working?

@AlysonMurphy
The built-in Twitter analytics
are not bad.

@AlysonMurphy
Twitter
Go here and sign up for ads
https://business.twitter.com/products/analytics

You don’t need to use the ads though

@AlysonMurphy
Twitter

@AlysonMurphy
Twitter

@AlysonMurphy
Twitter

@AlysonMurphy
Twitter and Followerwonk
Go to
https://followerwonk.com/

@AlysonMurphy
Twitter and Followerwonk
When you should Tweet. Boom!

@AlysonMurphy
Twitter and Followerwonk
Do more of the spike.
Monitor big dips too.

@AlysonMurphy
Twitter and Followerwonk
Sort your followers to find your advocates

@AlysonMurphy
Now that is some
social efficiency

@AlysonMurphy
Recap
Start small
Measure what matters
Measure your contribution
Social measurement can be easy

#DEast13

@AlysonMurphy
@AlysonMurphy

Thanks for Watching!

More Related Content

What's hot

SearchFest 2013 - Why Tagging Matters
SearchFest 2013 - Why Tagging MattersSearchFest 2013 - Why Tagging Matters
SearchFest 2013 - Why Tagging Matters
Rachael Gerson
 
#SearchChurch Presentation - August 15, 2013
#SearchChurch Presentation - August 15, 2013#SearchChurch Presentation - August 15, 2013
#SearchChurch Presentation - August 15, 2013
Rachael Gerson
 

What's hot (20)

Question the Status Quo - Martin Eriksson at How to Web
Question the Status Quo - Martin Eriksson at How to WebQuestion the Status Quo - Martin Eriksson at How to Web
Question the Status Quo - Martin Eriksson at How to Web
 
Your Content is Awesome – Now What? By @staceycav at #brightonseo
Your Content is Awesome – Now What? By @staceycav at #brightonseoYour Content is Awesome – Now What? By @staceycav at #brightonseo
Your Content is Awesome – Now What? By @staceycav at #brightonseo
 
Link Building Through Data Driven Storytelling by @staceycav #fos16
Link Building Through Data Driven Storytelling by @staceycav #fos16Link Building Through Data Driven Storytelling by @staceycav #fos16
Link Building Through Data Driven Storytelling by @staceycav #fos16
 
SMX Advanced 2015 - Semantic Entities
SMX Advanced 2015 - Semantic EntitiesSMX Advanced 2015 - Semantic Entities
SMX Advanced 2015 - Semantic Entities
 
Under the Hood with Social Metadata - SEMpdx Feb 2014
Under the Hood with Social Metadata - SEMpdx Feb 2014Under the Hood with Social Metadata - SEMpdx Feb 2014
Under the Hood with Social Metadata - SEMpdx Feb 2014
 
Creating Content for The Time-Crunched
Creating Content for The Time-Crunched Creating Content for The Time-Crunched
Creating Content for The Time-Crunched
 
Measurement for success - #SASCON 2014
Measurement for success - #SASCON 2014Measurement for success - #SASCON 2014
Measurement for success - #SASCON 2014
 
Building Links and Coverage When Your Content Campaign is Over - outREACH Con...
Building Links and Coverage When Your Content Campaign is Over - outREACH Con...Building Links and Coverage When Your Content Campaign is Over - outREACH Con...
Building Links and Coverage When Your Content Campaign is Over - outREACH Con...
 
Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014
 
SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)
SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)
SPEAK EASY: THE RISE OF VOICE SEARCH (Mindshare Fast - Brighton SEO 2017)
 
The Habits that Land You Links #brightonseo 2014 by @staceycav
The Habits that Land You Links #brightonseo 2014 by @staceycavThe Habits that Land You Links #brightonseo 2014 by @staceycav
The Habits that Land You Links #brightonseo 2014 by @staceycav
 
Content promotion to win and retain audiences by @staceycav at #learninbound
Content promotion to win and retain audiences by @staceycav at #learninboundContent promotion to win and retain audiences by @staceycav at #learninbound
Content promotion to win and retain audiences by @staceycav at #learninbound
 
Content Promotion Tactics for Link Building
Content Promotion Tactics for Link BuildingContent Promotion Tactics for Link Building
Content Promotion Tactics for Link Building
 
Link building in 2021 (when you're a bit crap at PR) #brightonseo
Link building in 2021 (when you're a bit crap at PR) #brightonseoLink building in 2021 (when you're a bit crap at PR) #brightonseo
Link building in 2021 (when you're a bit crap at PR) #brightonseo
 
How to Create & Promote Epic Brand Stories
How to Create & Promote Epic Brand StoriesHow to Create & Promote Epic Brand Stories
How to Create & Promote Epic Brand Stories
 
SearchFest 2013 - Why Tagging Matters
SearchFest 2013 - Why Tagging MattersSearchFest 2013 - Why Tagging Matters
SearchFest 2013 - Why Tagging Matters
 
Next Generation Structured Data
Next Generation Structured DataNext Generation Structured Data
Next Generation Structured Data
 
4 Ways to use Excel for AdWords Insights
4 Ways to use Excel for AdWords Insights4 Ways to use Excel for AdWords Insights
4 Ways to use Excel for AdWords Insights
 
#SearchChurch Presentation - August 15, 2013
#SearchChurch Presentation - August 15, 2013#SearchChurch Presentation - August 15, 2013
#SearchChurch Presentation - August 15, 2013
 
The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...
The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...
The PPC Robots Are Coming For Your Job - Arianne Donoghue, Leeds Loves Search...
 

Similar to The dish on digital - Alyson Murphy

Zappos - WOA - Offset And Beyond - 5-5-09
Zappos - WOA - Offset And Beyond - 5-5-09Zappos - WOA - Offset And Beyond - 5-5-09
Zappos - WOA - Offset And Beyond - 5-5-09
zappos
 
Zappos - ETR - 03-24-09
Zappos - ETR -  03-24-09Zappos - ETR -  03-24-09
Zappos - ETR - 03-24-09
zappos
 
Zappos - Vegas Young Professionals - 5-12-09
Zappos - Vegas Young Professionals - 5-12-09Zappos - Vegas Young Professionals - 5-12-09
Zappos - Vegas Young Professionals - 5-12-09
zappos
 
Zappos - Startup2Startup - 03-26-09
Zappos  - Startup2Startup - 03-26-09Zappos  - Startup2Startup - 03-26-09
Zappos - Startup2Startup - 03-26-09
zappos
 
Zappos - Connect 09 - 5-13-09
Zappos - Connect 09 - 5-13-09Zappos - Connect 09 - 5-13-09
Zappos - Connect 09 - 5-13-09
zappos
 
Zappos - UIE - 4-20-09
Zappos - UIE - 4-20-09Zappos - UIE - 4-20-09
Zappos - UIE - 4-20-09
zappos
 
Zappos - James Malinchak Event - 7-26-09
Zappos - James Malinchak Event - 7-26-09Zappos - James Malinchak Event - 7-26-09
Zappos - James Malinchak Event - 7-26-09
zappos
 
Zappos - Ragan - 3-12-09
Zappos - Ragan - 3-12-09Zappos - Ragan - 3-12-09
Zappos - Ragan - 3-12-09
zappos
 
Zappos - LMU - 4-20-09
Zappos - LMU - 4-20-09Zappos - LMU - 4-20-09
Zappos - LMU - 4-20-09
zappos
 
Zappos Tony Hsieh
Zappos   Tony HsiehZappos   Tony Hsieh
Zappos Tony Hsieh
hein2006
 
Zappos Sxsw 3 14 09 090317141731 Phpapp01
Zappos Sxsw 3 14 09 090317141731 Phpapp01Zappos Sxsw 3 14 09 090317141731 Phpapp01
Zappos Sxsw 3 14 09 090317141731 Phpapp01
rock2468
 
Zappos - SXSW - 3-14-09
Zappos - SXSW - 3-14-09Zappos - SXSW - 3-14-09
Zappos - SXSW - 3-14-09
zappos
 
Zappos - CBS Radio - 6-23-09
Zappos - CBS Radio - 6-23-09Zappos - CBS Radio - 6-23-09
Zappos - CBS Radio - 6-23-09
zappos
 
Zappos - TiECON - 5-16-09
Zappos - TiECON - 5-16-09Zappos - TiECON - 5-16-09
Zappos - TiECON - 5-16-09
zappos
 
Zappos - USRA - 5-6-09
Zappos - USRA - 5-6-09Zappos - USRA - 5-6-09
Zappos - USRA - 5-6-09
zappos
 
Zappos - Tony Robbins UBMS Conference - 04-01-09
Zappos - Tony Robbins UBMS Conference - 04-01-09Zappos - Tony Robbins UBMS Conference - 04-01-09
Zappos - Tony Robbins UBMS Conference - 04-01-09
zappos
 

Similar to The dish on digital - Alyson Murphy (20)

10 Ways to Bootstrap to $10M By Doing Things That Don’t Scale
10 Ways to Bootstrap to $10M By Doing Things That Don’t Scale10 Ways to Bootstrap to $10M By Doing Things That Don’t Scale
10 Ways to Bootstrap to $10M By Doing Things That Don’t Scale
 
Zappos - WOA - Offset And Beyond - 5-5-09
Zappos - WOA - Offset And Beyond - 5-5-09Zappos - WOA - Offset And Beyond - 5-5-09
Zappos - WOA - Offset And Beyond - 5-5-09
 
5 marketing breakthroughs to Amplify Your Business
5 marketing breakthroughs to Amplify Your Business5 marketing breakthroughs to Amplify Your Business
5 marketing breakthroughs to Amplify Your Business
 
Zappos - ETR - 03-24-09
Zappos - ETR -  03-24-09Zappos - ETR -  03-24-09
Zappos - ETR - 03-24-09
 
Zappos - Vegas Young Professionals - 5-12-09
Zappos - Vegas Young Professionals - 5-12-09Zappos - Vegas Young Professionals - 5-12-09
Zappos - Vegas Young Professionals - 5-12-09
 
Zappos - Startup2Startup - 03-26-09
Zappos  - Startup2Startup - 03-26-09Zappos  - Startup2Startup - 03-26-09
Zappos - Startup2Startup - 03-26-09
 
Zappos - Connect 09 - 5-13-09
Zappos - Connect 09 - 5-13-09Zappos - Connect 09 - 5-13-09
Zappos - Connect 09 - 5-13-09
 
Zappos - UIE - 4-20-09
Zappos - UIE - 4-20-09Zappos - UIE - 4-20-09
Zappos - UIE - 4-20-09
 
Zappos - James Malinchak Event - 7-26-09
Zappos - James Malinchak Event - 7-26-09Zappos - James Malinchak Event - 7-26-09
Zappos - James Malinchak Event - 7-26-09
 
Zappos - Ragan - 3-12-09
Zappos - Ragan - 3-12-09Zappos - Ragan - 3-12-09
Zappos - Ragan - 3-12-09
 
Zappos - LMU - 4-20-09
Zappos - LMU - 4-20-09Zappos - LMU - 4-20-09
Zappos - LMU - 4-20-09
 
Zappos Tony Hsieh
Zappos   Tony HsiehZappos   Tony Hsieh
Zappos Tony Hsieh
 
Deliverying Happines
Deliverying HappinesDeliverying Happines
Deliverying Happines
 
Zappos Sxsw 3 14 09 090317141731 Phpapp01
Zappos Sxsw 3 14 09 090317141731 Phpapp01Zappos Sxsw 3 14 09 090317141731 Phpapp01
Zappos Sxsw 3 14 09 090317141731 Phpapp01
 
Zappos - SXSW - 3-14-09
Zappos - SXSW - 3-14-09Zappos - SXSW - 3-14-09
Zappos - SXSW - 3-14-09
 
Zappos - CBS Radio - 6-23-09
Zappos - CBS Radio - 6-23-09Zappos - CBS Radio - 6-23-09
Zappos - CBS Radio - 6-23-09
 
SFI Business Simplified
SFI Business SimplifiedSFI Business Simplified
SFI Business Simplified
 
Zappos - TiECON - 5-16-09
Zappos - TiECON - 5-16-09Zappos - TiECON - 5-16-09
Zappos - TiECON - 5-16-09
 
Zappos - USRA - 5-6-09
Zappos - USRA - 5-6-09Zappos - USRA - 5-6-09
Zappos - USRA - 5-6-09
 
Zappos - Tony Robbins UBMS Conference - 04-01-09
Zappos - Tony Robbins UBMS Conference - 04-01-09Zappos - Tony Robbins UBMS Conference - 04-01-09
Zappos - Tony Robbins UBMS Conference - 04-01-09
 

Recently uploaded

Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
panagenda
 

Recently uploaded (20)

ERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage IntacctERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage Intacct
 
Working together SRE & Platform Engineering
Working together SRE & Platform EngineeringWorking together SRE & Platform Engineering
Working together SRE & Platform Engineering
 
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
 
IESVE for Early Stage Design and Planning
IESVE for Early Stage Design and PlanningIESVE for Early Stage Design and Planning
IESVE for Early Stage Design and Planning
 
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
 
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
 
WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024WebRTC and SIP not just audio and video @ OpenSIPS 2024
WebRTC and SIP not just audio and video @ OpenSIPS 2024
 
A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System Strategy
 
Syngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdfSyngulon - Selection technology May 2024.pdf
Syngulon - Selection technology May 2024.pdf
 
Your enemies use GenAI too - staying ahead of fraud with Neo4j
Your enemies use GenAI too - staying ahead of fraud with Neo4jYour enemies use GenAI too - staying ahead of fraud with Neo4j
Your enemies use GenAI too - staying ahead of fraud with Neo4j
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - Questionnaire
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024
 
Overview of Hyperledger Foundation
Overview of Hyperledger FoundationOverview of Hyperledger Foundation
Overview of Hyperledger Foundation
 
Designing for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at ComcastDesigning for Hardware Accessibility at Comcast
Designing for Hardware Accessibility at Comcast
 
PLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. StartupsPLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. Startups
 
Intro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджераIntro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджера
 
Long journey of Ruby Standard library at RubyKaigi 2024
Long journey of Ruby Standard library at RubyKaigi 2024Long journey of Ruby Standard library at RubyKaigi 2024
Long journey of Ruby Standard library at RubyKaigi 2024
 
Using IESVE for Room Loads Analysis - UK & Ireland
Using IESVE for Room Loads Analysis - UK & IrelandUsing IESVE for Room Loads Analysis - UK & Ireland
Using IESVE for Room Loads Analysis - UK & Ireland
 

The dish on digital - Alyson Murphy