Delivered this presentation in a Learn with Google publisher event in Sydney & Melbourne, Australia in November 2013. It focuses on growing the audience of publishers with the help of Google Analytics data especially focusing on engagement and loyalty elements.

1. Develop and Grow your Audience
with Google Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant

2. Understand Your Audience

3. Customer behavior is changing profoundly
The customer journey is
now much more complex, and moves
seamlessly across multiple devices, and from
online to offline.
The good news is, it’s also
much more measurable –
with the right tools.

4. More data?
No, thanks...

5. CMOs feel unprepared to...
source: IBM CMO Research

6. Being afraid of data
does not
help!

7. The fundamentals of increased insight
Audience
Who are you reaching?
Acquisition
Where are they coming from?
Behaviour
How are they reacting to your messages?
Conversions
Are they taking action?

8. How Google Analytics works?
source: http://www.kaushik.net/avinash/google-analytics-visitor-segmentation-users-sequences-cohorts/

9. A metric is a measurement
MetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city or region
Referring traffic source
Browser type
Operating System

10. My PVs have increased by 20% - so what?

11. “If you torture the data long
enough, it will confess.”
Ronald Coase
Professor Emeritus of Economics
University of Chicago Law School

12. All data in aggregate is
"useless"

13. Add context to your data!
Segment: To find out more about the metric
Never report a metric without segmenting it
source: http://www.kaushik.net/avinash/excellent-analytics-tip2-segment-absolutely-everything/

15. Segment your visitors in meaningful ways

16. When we segment AdSense clickers, Analytics
will become a huge AdSense report

17. Know how your audience
behaves

18. Focus on areas with higher user attention
- Top left corner gets the
attention first
- People read in F-patterns
- Left side of the page gets more
attention that the right.
source: http://www.uvsc.edu/disted/decourses/dgm/2740/IN/steinja/lessons/05/docs/eyetrack_iii.pdf & http:
//www.nngroup.com/articles/f-shaped-pattern-reading-web-content/ & http://www.videodim.com/Eye%20gaze%

19. In-page Analytics: Ideas for Publishers
Put the ad
below
navigation bar
Create site
specific In-
Page report

20. Visitor Flow

21. Bounce Rate: Sexiest metric ever?

22. Analyze bouncers vs non-bouncers
Where did they come from? What campaigns? What landing pages?
goo.gl/HBYkUS
source: http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long-tail/

23. Improve pages with higher bounce rates

25. How engaged are your users?

26. Does AdSense impact user engagement?

27. If not used correctly Site Search can lead to
bad user experience
source: http://conversionxl.com/copywriting-based-on-the-science-of-persuasion/
Talk to your visitors and see what language and exact
phrases they’re using when talking about your content
- 22% of searches give zero results
- 85% of searches don't return what the
user is looking for
- 80% will abandon the website

28. AFS Potential with Site Search Report

29. See search terms bringing most revenue

30. Site Search Dashboard goo.gl/KpY6A

31. Compare speed of different browsers: Did you
optimize for mobile devices?

32. goo.gl/KpY6A

33. Use Custom Dashboards for quick insights
- Performance overview by displaying summaries of different reports
- Solutions Gallery to download ready-to-use dashboards and reports

34. AdSense Dashboard
goo.gl/8wZv4Y

35. Shakespeare invented over 1700 of our common
words
Be
creative!

36. Grow with your audience

37. Demographics and Interest Reports

38. source:
2011 Social Marketing Survey (eMarketer / Chief Marketer, Oct 2011

39. If you invest in social media, focus on
conversation rate, amplification rate and
applause rate
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/

40. What actually matters in Social Media?
1. The number of Friends / Followers / Subscribers?
2. The number of posts / tweets?
3. The Followers to Following ratio?

41. What matters is everything that happens after
you post / tweet / participate!
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
● Did you grab attention?
● Did you deliver delight?
● Did you cause people to want to share?
● Did you initiate a discussion?
● Did you cause people to take an action?
● Did your participation deliver economic value?
The “so what?” question matters!

42. Aim for high conversation rate!
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- Most brands do TV on social media
- Social media channel has the word social in it! Social as in talk and
listen and discuss.
Conversation Rate
=
# of Audience Comments (or Replies) Per Post

43. Measure Amplification: The rate at which your
followers share your content through their
network
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- Measure what pieces of content (type) cause amplification
- Then do more of the type of content that increase amplification
Amplification
=
# of Retweets/Shares Per Tweet/Post

44. Measure Applause Rate
source: http://www.kaushik.net/avinash/six-visual-digital-marketing-analytics-strategic-solutions/
- You get a much deeper understanding of what your audience likes
Twitter Applause Rate = # of Favs Per Post
Facebook Applause Rate = # of Likes Per Post
Google+ Applause Rate = # of +1s Per Post
YouTube Applause Rate = # of +1s Per Video

45. Social Media Dashboard
goo.gl/nAfKMK

46. Continuous Testing should be a part of your
business DNA for Continuous Growth
DETERMINE
A GOAL
SETUP TEST &
TEST METRICS
RUN THE
EXPERIMENT
ANALYZE
RESULTS

47. Content Experiments in Google Analytics
Content Experiments replaces the
old Website Optimizer

48. Content Experiments
You can select the
goal to test and the
amount of visitors
included in the
experiment.

49. Content Experiments in Google Analytics

50. Content Experiments in Google Analytics

51. Content Experiments in Google Analytics

52. Which one is the correct map of the world?
10/90 Rule

53. Thank you!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant