Which of these pieces of visitor data is useful to you will depend on your goals for the site. It may be by language, or by geographic region. Or you may need to use custom visitor segmentation or the User Defined variable. More on some of these later.
In this example for a hotel’s report, we can see that Canada is a big secondary market and could be a valuable target for banner ad, PPC, email and other campaigns.
You can use the “Exclude” option to narrow in on keywords that don’t include your brand name or product name. An upright pipe (|) is a regular expression that means “or.”
This is a view of conversions without segmentation: Ecommerce transaction conversions in the Map Overlay screen, sorted by Per Visit Value. Mexico has the 3rd highest number of visitors – but the highest value visitors. Maybe a PPC campaign would be a good idea here?
This is a conversion segment: the Visitor Loyalty screen with “Visits with Conversions” selected in the Advanced Segments pulldown.
This view shows the best performing keywords. The Keywords screen is viewed by Ecommerce transactions then further sorted by number of transactions, with the Performance graph selected and Per Visit Value chosen from the individual keyword performance pull-down.In addition to keywords insights gleaned from your own site data, supplement it by researching additional keywords to target using Google’s Keywords Tool and Insights for Search.
Mine keywords and referring sites for marketing and promotion ideas. For example, when we saw increasing referral traffic from such sites and keywords as “haunted traveler,” “haunted times,” and “angels and demons,” we suggested to our haunted hotel that it was time to schedule another session of Ghost Hunter University. CDG then reached out to all those sites already referring traffic for links to the information about the special program.
Custom segments allow you to refine your data in any way that is most meaningful to your business. For example, you can create a custom segment to apply that only shows high-dollar visitors. Then you can look at all data from this point of view: how loyal are these visitors? What were their top landing pages? Where did they come from?
This demonstrates the ability to compare the All Visits segment against the custom Revenue Greater Than $2K segment.
Use navigation summaries and goal funnels to better understand user behavior. When we added goal funnels of the purchase process to one of our hotel clients, we saw that once people were in the booking path they were moving between properties to look at dates and deals. This told us that what they were really looking for was a Mexico/beach vacation rather than a specific location. This let us change our strategy of promotion, including our Google Adwords, to focus on more general keywords instead of focusing on individual locations, like Los Cabos, Ixtapa or Manzanillo.
If you’re not using data to drive your marketing strategy, you’re planning in a vacuum. And don’t let your web metrics reports stop at meaningless surface information like unique visitors and page views per visit. Segment it down! What’s really going on? Who are your valuable visitors? What are they doing?
CDG Presentation for DCWW on Marketing & Analytics
Welcome<br /> Introductions<br /> Heidi Strom Moon<br /> Director of Marketing<br /> Google Analytics <br />Individually Qualified<br /> Twitter: @heidimoon<br /> http://www.linkedin.com/in/heidistrommoon<br /> Lisa King<br /> Marketing Strategist<br /> Google Analytics <br />Individually Qualified<br /> Twitter: @happyfuntime<br /> http://www.linkedin.com/in/lisajking<br />
Welcome<br />CDG Interactive is a full-service digital agency providing interactive strategy, marketing, branding and design. Our clients include Mondial Assistance, GEICO, Merkle, InterExchange, the Muscarelle Museum at the College of William & Mary, the Ms. Foundation, and the American Foundation for the Blind (AFB).<br />
Marketing & Analytics<br /> What this talk is about<br /> How analytics data can help marketing decisions and strategy<br /> What data to look for and how it’s helpful<br /> What it isn’t<br /> How to set up Google Analytics<br /> How to use Google Analytics (OK, just a little)<br />
Marketing & Analytics<br /> Analytics can tell Marketing<br /> Basic stuff<br /> Who’s coming to your site? When? How often? Where are they from?<br /> Advanced stuff<br /> Is this campaign working, anyway?<br />
Basic Stuff<br /> #1: Who is coming to the site? <br /> Why is it helpful?<br /> Planning future campaigns<br /> Creating a baseline for measuring change <br /> Where’s the data?<br /> Visitors<br />
Basic Stuff<br /> #3: How often do they visit?<br /> Why is it helpful?<br /> Knowing whether they are more often new or repeat visitors can drive strategy<br /> Where’s the data?<br /> Visitors > Visitor Loyalty > Loyalty<br />
Advanced Stuff<br /> Analytics can tell Marketing<br /> Is the campaign working?<br /> Related questions<br /> How can I make it more successful?<br /> What should I do more of?<br /> What should I stop doing?<br /> What else should I try?<br />
Is the campaign working?<br /> How can you tell what’s working and why?<br /> 2 keys: <br /> Conversion<br /> Segmentation<br /> They work together<br /> “Visits with conversions” are an advanced segment in some screens<br />
Conversion<br /> Which visits actually converted (completed a goal transaction)?<br /> Bought something<br /> Downloaded a PDF<br /> Visited a landing page<br /> Whatever you determine is valuable, i.e. define as a “goal” in GA <br />
Segmentation<br />Who converted to a goal?<br /> Slice your data down further<br /> Geographically<br /> Loyalty<br />Recency<br /> Etc. <br /> How does this compare to overall visitors?<br /> This is who you want to go after<br />
Now What?<br /> Decide what’s important<br /> What segments do you need to know about?<br /> What else can drive decisions?<br /> Translate these into Key Performance Indicators (KPIs)<br /> Cost per acquisition<br /> Keywords with highest per-visit value<br /> Average value per transaction<br />
Now What?<br /> Get the data<br /> Ask your analyst to provide a weekly/monthly dashboard<br /> Meet with your analyst team<br /> Revise as needed<br /> Use it!<br />
Now What?<br /> Educate yourself<br /> Blogs <br />AvinashKaushik’sOccam’s Razor<br />Google Analytics Blog<br /> Justin Cutroni’sAnalytics Talk<br />Web Analytics Demystified<br /> Books<br />Advanced Web Metrics with Google Analytics by Brian Clifton<br />Web Analytics: An Hour a Day by AvinashKaushik<br />