AMA Advanced Marketing Session: Google Analytics
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Ann Oleson, CEO and founder and Rachel Dohrmann, BenQ and Texas A&M Foundation give an in-depth introduction to the how and why of Google Analytics.
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AMA Advanced Marketing Session: Google Analytics
- 1. PRESENTERS: RACHEL DOHMANN Marketing Manager BenQ Texas A&M Foundation ANN OLESON CEO and Founder Converge Consulting GOOGLE ANALYTICS: Making the Case, Proving ROI ADVANCED MARKETING SESSION American Marketing Association Higher Education Symposium 2015
- 2. Ann Oleson
- 4. Google Analytics in Real-Life https://youtu.be/cbtf1oyNg-8
- 5. Today’s Agenda • Universal Analytics • Google Tag Manager 5
- 6. Today’s Agenda 6 • TEXAS A&M CASE STUDY • Google Tag Manager and Universal set up • Goals • Events • Dashboards • Campaign Tagging • CRM tie-in • What we’ve learned!
- 7. WHY?
- 8. Marketing
- 9. WIIFY • Break Down Silos • Improve your Results • Measure ROI • Give Automated Reporting • Get You Noticed 9
- 11. HISTORY
- 12. When did Google Analytics Start? 12
- 13. What Year Did it All Begin? 13 http://convergeconsulting.org/blog/2015/01/infographic-history-google-analytics/
- 14. Know Your History Google Analytics
- 15. Know Your History Google Analytics
- 16. Know Your History Google Analytics
- 17. Know Your History Google Analytics
- 18. Know Your History Google Analytics
- 20. Know Your History Universal Analytics
- 23. 2 3 Universal Analytics Connect multiple devices, sessions, and engagement data with the User ID= Analyze User ID’s
- 24. 2 4 Universal Analytics More Flexible Tracking Code and developer friendly= Easier to track across subdomains CREIGHTON – RYAN 2 4
- 25. 2 5 Universal Analytics Create Custom Dimensions and Custom Metrics= Track What Google typically Doesn’t Track
- 27. Google Analytics in Real Life • American University We Know Success Web Site 27
- 28. Google Analytics in Real Life 28 Baseline: On Page Load User Has Scrolled 25% User Has Scrolled 50% User Has Scrolled 75% User Has Scrolled 100%
- 29. Google Analytics in Real Life 29
- 30. Google Analytics in Real Life 30
- 31. 3 1 Universal Analytics - Upgrade People Involved: • Marketing • IT • Third party applications • Internal Stakeholders (Admissions, Academics, Athletics) Time Involved: • Actual transition is very quick (replace code) • Making and executing a plan takes longer (up to six months) This is a great time to be sure you have a strategic analytics plan: • Accurate, reliable data • Audience based goals and events to support them • Regular dashboard reporting and improvements • Tag management
- 32. 3 2 Universal Analytics - Upgrade
- 38. How it Works
- 48. RESOURCES
- 50. CASE STUDY: TEXAS A&M FOUNDATION
- 51. About Texas A&M Foundation
- 52. About Texas A&M Foundation Texas A&M College Development Foundation • Est. 1953 • by 21 Texas A&M former students and regents • $100 in assets As of June 30, 2015 • Net Assets of $1.54 billion • Contributions in FY15 of $111.7 million • Distributions to Texas A&M of $70.7 million
- 53. About Rachel
- 54. Case Study: Texas A&m Foundation
- 55. Phase I • Pre-Launch Assessment and Project Planning • Domain and Sub-domain mapping • Audience prioritization and goal mapping Phase II • Google Tag Manager creation and implementation • Testing Phase III • Event tracking and goal implementation • Dashboard reporting Phase IV • User ID Integration • Dimension Widening (importing donor levels to attach to unique IDs) Project Timeline
- 56. Current Filters
- 58. Subdomain and Domain Mapping
- 59. Goal Mapping
- 60. Goals 1. Donate 2. Contact Us 3. Apply for a scholarship 4. Apply for Maroon Coats
- 61. Goals
- 62. Goal Examples
- 63. Conversions
- 64. Goal Examples
- 65. Conversions
- 67. Event Dashboard
- 70. Campaign Tracking source medium content name
- 73. Proposed Solutions • Make sure it looks and functions well on mobile • 40-60% of consumers are reading email on smartphones 73
- 74. Overview: Landing Pages (top 10) 74
- 75. Education Industry Email Averages • Open Rate: 23.15% • Click Thru Rate: 3.11% • Hard Bounce: 0.60% • Unsubscribe: 0.21% 75
- 76. 76 Open Rate Click Thru Rate Bounce Rate Unsubscribe Industry Average 23.15% 3.11% 0.60% 0.21% October 2014 23.42% 3.13% 1.66% 0.69% November 2014 27.70% 3.40% 0.05% 0.48% December 2014 24.00% 3.00% 0.07% 0.45% January 2015 25.00% 3.00% 0.06% 0.37% February 2015 26.00% 3.00% 0.25% 0.29% March 2015 25.00% 4.00% 0.07% 0.22% April 2015 24.85% 3.45% 0.33% 0.23% TAMF Newsletters
- 77. Proposed Solutions: Main CTA 77 Continue to segment CTAs (role based)
- 78. Overview: Compared to All
- 79. 79
- 82. Overview: Landing Pages (top 10) 82
- 83. Tuesday, December 16th, 2014 83
- 90. Takeaways • Facebook drive the highest quality traffic • Giveaway content drive the most conversions, followed by Maroon Coats • Social is bringing in more new visitors, but they stay less time and bounce more frequently • 64% of social traffic is mobile 90
- 91. Ask Yourself Questions • Which channels are you spending the most time on? Money? Does that line up with outcomes? • Is it reasonable/worth it to match up more of the exact social examples? › Is this documented somewhere? • Are we fully utilizing the giveaway conversions? • Are the landing pages we’re driving to mobile friendly? 91
- 92. OFFLINE TO ONLINE: BUGLE CALL TRACKING
- 94. OPPORTUNITIES
- 95. User ID and Dimension Widening
- 96. TAKE AWAYS
- 97. Key Take-Aways 97 • Google Analytics= Data Strong • Benefits of Universal • Cross device tracking • Track across Sub-domains • Track Custom Dimensions • Benefits of Google Tag Manager • Add tracking code to your site without IT • Track Outbound Links • Track Dynamic Navigation • Try, Test, Learn • www.inbound.convergeconsulting.org/AMA
- 98. RESOURCES
- 103. Ryan Lindsay Google Analytics Wizard GA Certified Monday, November 16th Call In 1:00-2:00 cst Uberconference.com/converge-ryan Office Hours
- 104. Ann Oleson CEO and Founder Converge Consulting ann@convergeconsulting.org @anncoleson Rachel Dohmann Marketing Manager BenQ rachel.dohmann@benq.com QUESTIONS?
Editor's Notes
- CEO of Converge Consulting Worked in Higher Education for almost 15 years 5 years ago started Converge Visited almost 500 college campuses GEEK out over all things related to data
- Philadelphia
- Lori Nidoh- University of Scranton
- Why is this important- because it hasn’t been around for that long- very few institutions who have perfected it Google is still learning- we are still learning
- First version- Urchin Second- Synchronous- code loads in line with the page (put it in the footer) Asynchronous- shift in the way the page loads (put in header) shift way it loads to get more accurate information= if not on universal- probably on asynchronous
- What’s happening right now We use it for testing- test all of events and goals in real time to make sure they are working, firing, displaying the way we want it to Real- time event, live tweet an event, streaming an event, time specific event specific track
- Now we can get in and place event tracking without having to involve IT Tag- ALL sitewide elements- Header, Footer, Site Wide Events, Goals, HOMEPAGE in totality- calls to action, news stories, events feed, sliders, visit campus, everything on homepage If no tags- know session information but don’t know how they interacted with the site- track OUTBOUND links, FORM SUBMISSIONS
- Google- TAG ASSISTANT in Chrome- This fun feature Allows you to see what tags are on any site To see on entire site- use Spy On Web- need to know UA Code Copy UA code and search on spy on web will show me where the code is on what pages
- Analyze the signed in user-experience
- Identify and filter out properties Helpful to avoid Self-Referrals BREAKING Session data To figure out # of subdomains- Moz, Google Webmaster Tools, Blaze or Screaming Frog Friends with your IT department- have a master list CREIGHTON-
- Redefining your session settings Campaigns time out- Year long recruitment campaign Session settings- I want it to be 2 hours instead of 30 minutes Standard- if someone is inactive for 30 minutes and it times out
- 1700 people have loaded the page 1200 of them scrolled down 25% of the page 1100 50% down the page 900 75% down the page Losing people most significantly at the 25% mark= above the fold
- Use Google Adwords- create conversion tracking with the code Choosing what options you want for that tag Options: Event, pageview, transaction, social item, timing,
- Where people are heading to from my site Most common instance- Common Application- can’t get our code on common app Track every time someone goes to common app from my site
- Help us understand how people interact with site structure How people are using the navigation- Do we need a research tab? Research tab on dentistry- don’t need it!
- 1 month view Of everyone who came to the site within one month menu been interacted with 200,000 times from 160,000 people
- About Texas A&M Foundation and Rachel’s career path.
- About Texas A&M Foundation and Rachel’s career path.
- Instructions to designer: animate with Spirit magazines first, then website, then facebook images. For presentation: About Texas A&M Foundation and Rachel’s career path.
- Talk about website redesign and its goals.
- AND THIS IS HOW WE UPDATED THEM.
- REFERRAL SOURCES AND STRATEGICALLY WHAT WE WANTED AS A REFERAL AND WHAT NOT.
- We used the subdomain mapping exercise to decide which subdomains and domains to include in our new Property.
- We did the strategic exercise to map our goals. Here’s what that looked like. We had to think about “what we want our website to do” and it helped us evaluate things like CTAs.
- Which resulted in these goals.
- Which resulted in these goals.
- Which resulted in these goals.
- Multiple donation forms – tag manager say page title should all “start with” and becomes inclusive of all donation forms – even future ones.
- Which resulted in these goals.
- Can look up in events to show the actions and even create an events dashboard
- You can do this RIGHT now.
- You can do this RIGHT now.
- AWESOME spreadsheet
- You can do this RIGHT now.
- Once we had the basics in place, we could start using the data to start analyzing our projects; Background on planned giving newsletter; Saturday send, not mobile friendly response; not relatable or segmented content;
- Based on regular GA settings, can see stuff like mobile traffic
- Because campaign tracking and goals in place, could provide recommendations based on content and even layout; kept a table
- What’s pulling your people in? What type of content and which platforms?
- Platform versus platform
- Within Facebook – what types of content are bringing people in?
- What types of conversions are we getting from Facebook?
- **All regular conversions, not assisted conversions; properly tagged, you can tell which content performed best; don’t forget your spreadsheet of all of you codes so you can trace them.
- Analysis can lead to overall takeaways for your social media program
- Then ask yourself if what you’re doing is worth it.
- Pull in the video from the football game to show how it all worked. Mention vanity url to cover campaign tracking; only if it’s going to be used one place or is easily identifiable based on dates.
- - Avinash Kaushik
- - Justin Cutroni