1.
The Dish on Data
Alyson Murphy
@Moz
@AlysonMurphy

2.
At Moz we create
inbound marketing software
@AlysonMurphy

3.
All of your data in one place
@AlysonMurphy

4.
In easy reports
@AlysonMurphy

5.
To help you do better marketing
@AlysonMurphy

6.
Let’s talk about data
@AlysonMurphy

7.
You have data
@AlysonMurphy

8.
A lot of data
@AlysonMurphy

9.
But where to start
Let’s just start
digging!
@AlysonMurphy

10.
You look at stuff
@AlysonMurphy

11.
And more stuff
@AlysonMurphy

12.
And get lost
@AlysonMurphy

13.
And more lost
@AlysonMurphy

14.
Then the question…
What should I look at?
@AlysonMurphy

15.
Start simple…
Track a couple of things well
@AlysonMurphy

16.
How to start simple
What matters to your
company?
@AlysonMurphy

17.
At the end of the day,
You want your work to make
the greatest impact.
@AlysonMurphy

18.
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

19.
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work
@AlysonMurphy

20.
Let’s get to work
@AlysonMurphy

21.
Setup of Google Analytics
1.Go to google.com/analytics
@AlysonMurphy

22.
Setup of Google Analytics
2. Fill out website info
@AlysonMurphy

23.
Setup of Google Analytics
2. Fill out website info
@AlysonMurphy

24.
Setup of Google Analytics
3. Get tracking code
@AlysonMurphy

25.
Setup of Google Analytics
3. Get tracking code
@AlysonMurphy

26.
Setup of Google Analytics
4. Send tracking code to the developer
@AlysonMurphy

27.
Setup of Google Analytics
5. Check if the code is on the page
@AlysonMurphy

28.
Setup of Google Analytics
6. Wait for enough data to arrive
@AlysonMurphy

29.
Setup of Google Analytics
7. Make sure data appears in reports
@AlysonMurphy

30.
7 steps. Easy.
@AlysonMurphy

31.
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

32.
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

33.
Setup of Goals
1. Go to the Admin console
@AlysonMurphy

34.
Setup of Goals
2. Go to the Goals
@AlysonMurphy

35.
Setup of Goals
3. Create a Goal
@AlysonMurphy

36.
Setup of Goals
4. Fill in the info
@AlysonMurphy

37.
Setup of Goals
5. Fill in the name and type of goal
@AlysonMurphy

38.
Setup of Goals
6. Select how the goal is reached
@AlysonMurphy

39.
Setup of Goals
7. Look at your goals report
1
3. Select the goal
2
@AlysonMurphy

40.
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

41.
7 steps. Easy.
@AlysonMurphy

42.
Celebrate
@AlysonMurphy

43.
Setup of eCommerce
1. Go to the Admin console
@AlysonMurphy

44.
Setup of eCommerce
2. View settings
@AlysonMurphy

45.
Setup of eCommerce
3. Turn eCommerce on
@AlysonMurphy

46.
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

47.
Setup of eCommerce
4. Check if the code is on the page
Link to download: http://webanalyticssolutionprofiler.com
@AlysonMurphy

48.
Setup of eCommerce
6. Wait for enough data to arrive
@AlysonMurphy

49.
Setup of eCommerce
7. Make sure data appears in reports
@AlysonMurphy

50.
7 steps. Easy.
@AlysonMurphy

51.
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!

52.
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work
@AlysonMurphy

53.
Step 1:
Enable measurement for success
in general
Step 2:
Look at success in the context of
your work
@AlysonMurphy

54.
Campaigns Report
Your work may be highlighted here
@AlysonMurphy

55.
Referral Report
Or here
@AlysonMurphy

56.
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

57.
Make a Segment
1. Click on the impossible to find
arrow
@AlysonMurphy

58.
Make a Segment
2. Click “Create New Segment”
@AlysonMurphy

59.
Make a Segment
3. Select Traffic Source to look at
3
1
2
4
@AlysonMurphy

60.
Look at your Goal Reports
Your hard work comes to life
@AlysonMurphy

61.
Get Excited!
@AlysonMurphy

62.
Now let’s talk social
@AlysonMurphy

63.
What social efforts are
working?
@AlysonMurphy

64.
The built-in Twitter analytics
are not bad.
@AlysonMurphy

65.
Twitter
Go here and sign up for ads
https://business.twitter.com/products/analytics
You don’t need to use the ads though
@AlysonMurphy

66.
Twitter
@AlysonMurphy

67.
Twitter
@AlysonMurphy

68.
Twitter
@AlysonMurphy

69.
Twitter and Followerwonk
Go to
https://followerwonk.com/
@AlysonMurphy

70.
Twitter and Followerwonk
When you should Tweet. Boom!
@AlysonMurphy

71.
Twitter and Followerwonk
Do more of the spike.
Monitor big dips too.
@AlysonMurphy

72.
Twitter and Followerwonk
Sort your followers to find your advocates
@AlysonMurphy

73.
Now that is some
social efficiency
@AlysonMurphy

74.
Recap
Start small
Measure what matters
Measure your contribution
Social measurement can be easy
#DEast13
@AlysonMurphy

75.
@AlysonMurphy
Thanks for Watching!