Initial orientation to Google Analytics terminology, an overview of marketing automation, and a perspective on dashboards to present your different data sources with a focus on Google Data Studio.

1. Andrew Mallis
CEO & co-founder
mallis@kalamuna.com
DASHBOARDS
Transform Your Data to Show Impact &
Empower Action

2. One-fifth of the queries on Google
are voice searches.

3. 22% of voice queries are for local
content.

4. 52% of all internet traffic
comes from bots,
while only 48%
comes from humans.

5. Hello.

6. About me
twitter @andrew_mallis
d.o. andrew_mallis
email mallis@kalamuna.com
etc andrewmallisAndrew Mallis
CEO & co-founder

7. Kalamuna partners with socially impactful institutions,
associations, agencies, and governments to help them solve
today’s most pressing problems.
We do this by empowering them with the research, strategy,
design, and technology that will transform their
organizations so they can better serve the needs of their
audiences and communities.

8. Oakland (mostly)

9. We share our knowledge freely and
actively in our community of
practice

11. We build community as
event organizers

13. We foster community interactions
founded in meaning and service
#drupal4good

15. Our Work

18. DEFINING THE PROBLEM

19. How much good are we doing?

20. How can we deliver better
outcomes?

21. Measure the right things!

22. Visualize the outcomes!

24. I am not your guru

25. Why do you have a website?

26. ANALYTICS 0–60

27. Coming to Terms

28. What is Analytics?
Analytics is the discovery, interpretation, and
communication of meaningful patterns in data.

29. What is Digital Analytics ?
Digital analytics encompasses the collection,
measurement, analysis, visualisation and interpretation
of digital data illustrating user behaviour on websites,
mobile sites and mobile applications.

30. Examples

31. Navigation and CTA performance analysis

32. We tracked 746 Page Views and
597 Clicks
Top interactions included
Search, Directory of Services,
the News Carousel, and
Contact Us link
Not everyone scrolls down to
the bottom, but those who did
were quite active
Social links and newsletter
signup were largely ignored
Desktop: Clicks, Movement, and Scrolling
Clicks Mouse tracking Scrolling

33. Visualizing spreadsheet data to understand audience

34. Creating surveys to understand user behavior
How often do you visit the website?

35. Analytics help you understand what
works and what doesn’t, so you can
adjust your approach to your
audience and have a greater impact.

36. Data Collection
■ A web analytics script collects information about a user’s interactions
with your site as well as the:
■ technology they use (browser, device, OS)
■ geolocation
■ traffic source (email campaign, search engine)

37. https://databox.com/basic-google-analytics-concepts-explained-visiting-shopping-mall

39. Understanding time on your site
■ The quality of your content can be measured using several metrics.
One of them is time spent on site.
■ The longer you’re in the mall, the more likely you are to buy more stuff

40. Session
■ Begins when user visits a page with the tracking code
■ Each session is unique to a browser on a device
■ Typically ENDS after 30 minutes of inactivity
■ If visiting the site once an hour, a new session starts each time.
■ Google Analytics has no way to measure duration for the last page visited
within the session

41. Session Duration
Looks at the total time spent across the entire session. It includes exits on the last
page, so it is considered a less reliable metric since the last page will always have a
value of 0.

42. Bounce Rate
■ A Bounce = a single page session
■ Bounce Rate is the the % of sessions that only saw 1 page
■ There is NO relationship to time spent
■ Sometimes visitors find what they want and Bounce. Success.
■ Most time-based metrics within GA, such as Average Session Duration, only
include users who DID NOT bounce. If your Bounce Rate is 70%, that number is
calculated using only 30% your overall traffic.

43. Typical Sales Conversion Funnel
■ Acquisition: building awareness & acquiring user interest
■ Behavior: when users engage with your organization
■ Conversion: when they become a “customer” and transact

44. Don’t worry, your Funnels are still Fun

45. Segments
■ Customizable subsets of visitors based on user, session, or page info. Examples:
■ Mobile Traffic
■ Single Session Users
■ Female users 35-44 in California
■ Users who’ve returned this week
■ Can be added to any report and work retroactively

46. Goals: Funnel Visualization

47. Data Collection

48. Filters
■ Use them to exclude your organization from
your traffic, to ensure you are only seeing data
on your real customers.
■ Remove query parameters that are polluting
your reporting
■ Once data is filtered out, you can’t get it back

49. Views
■ Only Data from point of creation forward
■ The default View is called “All Website Data.”
Rename this to “raw data” or “yoursite.org raw data”
■ Have at least 3 views for every account:
1. Raw Data
2. Master View
3. Test View

50. Site Search
Ensure that you have enabled site
search in each of your views. This the
most specific information about user
intent you are likely to get.
Look for the parameter after the
question mark.
ex:
https://www.yoursite.com/en/search
?query=best+charity&Search+Submit

51. UTM Parameters in URLs
Sending out emails and are active on social media but
your main source of traffic is Direct? Time to use UTM
parameters in all your links.
UTM codes help Google Analytics understand in a
standardized way where traffic is coming from and
what campaign it belongs to.
https://www.kalamuna.com?utm_medium=social&utm_source
=twitter&utm_campaign=Holiday

52. UTM links should seek to answer the following
1. Where is the traffic coming from?
2. How is it getting to me?
3. Why is it coming to me?
Required

53. MARKETING AUTOMATION

54. Recurring Characters

55. Explain it
■ Outbound strategies for automated marketing
■ Multi-touch strategies like email drip campaigns
■ Robocalls
■ Direct mail campaigns
■ Fighting the spam/junk label

56. Example Email Series for New Non-Donors
Thanks for signing up Welcome to our
Community
Take a Survey
Attend an Event Support our Work

57. Types of Campaigns
BLAST DRIP NURTURE
■ Manual
■ Single Event
■ Automated
■ Passive Path
■ Pre-scheduled
■ Sequential
■ Educational
■ Automated
■ Active Path
■ Triggered by Engagement
■ Goal: Conversion
■ Content tailored to
interests/needs

58. Flows

59. Case study

60. Surprise, you are the case study

61. http://bit.ly/afp-gds

62. Flows

63. Semi-Automation
Nick

64. INTERMISSION

65. DASHBOARDS

66. why

67. Let me share a story about sharing

68. Emails = Lag Metrics

69. Analytics UI is daunting

70. Constant flux

72. Analytics meets Powerpoint

73. Analytics Dashboard

74. vs

75. Custom Google Data Studio report

76. GDS tour

77. June 2, 2016 - US public beta

78. Sharing them like any other google doc

79. Interactive reports with viewer filters and date range controls

80. Show your data who’s boss with custom styles

81. demo

82. Use Custom fields to normalize data

83. Connector gallery (launched April 5)

84. Sheets integration

85. Dimensions & Metrics

86. Example

87. Kalamuna GDS report template
http://bit.ly/afp-gds

88. Other Options

89. Dashboard Options round-up

90. Databox

91. Templates

92. Analytics example

93. Analytics example

94. Twitter

95. Power BI

96. Power BI Example

97. Tableau

98. Tableau Example

99. Segment

100. Thank You!
www.kalamuna.com
mallis@kalamuna.com