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The Analytics Swiss Army Knife - by @ThomCraver #clickz

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IMN's Thom Craver talking about analytics and how to make the most of it.

Published in: Marketing

The Analytics Swiss Army Knife - by @ThomCraver #clickz

  1. 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers THE ANALYTICS SWISS ARMY KNIFE Killer Consumer Insights THOM CRAVER VP Development & IT @ThomCraver
  2. 2. #CZLSF | @ThomCraver @NINJASMARKETING
  3. 3. #CZLSF | @ThomCraver @NINJASMARKETING
  4. 4. #CZLSF | @ThomCraver ALL KINDS OF DATA TO MINE @NINJASMARKETING • Site Traffic Analysis • Visitor Behavior • Campaign Statistics • Acquisition Channel • Social Interaction • Keyword Data Bat Analytics Computer
  5. 5. #CZLSF | @ThomCraver @NINJASMARKETING PROBLEMS TO SOLVE Visitor Behavior Clues More Active Traffic Google Penalties Lack of Keyword Data Growing Social Engagement
  6. 6. #CZLSF | @ThomCraver DATA ISN’T ALWAYS CLEARLY MARKED @NINJASMARKETING
  7. 7. #CZLSF | @ThomCraver @NINJASMARKETING SOMETIMES YOU NEED TO THINK ON YOUR FEET
  8. 8. #CZLSF | @ThomCraver IT COMES DOWN TO TOOLS… @NINJASMARKETING
  9. 9. #CZLSF | @ThomCraver IT COMES DOWN TO TOOLS… @NINJASMARKETING
  10. 10. #CZLSF | @ThomCraver WHICH ANALYTICS DO YOU USE? @NINJASMARKETING
  11. 11. #CZLSF | @ThomCraver DATA DUMPING VS. REPORTING @NINJASMARKETING
  12. 12. #CZLSF | @ThomCraver SEGMENT DATA FOR MEANING 1965 1989 2008 @NINJASMARKETING Campaign Performance  Social Interaction  Page Interaction  About / Map Interaction  Logins / Membership  Penalty Discovery
  13. 13. #CZLSF | @ThomCraver @NINJASMARKETING TRACKING CAMPAIGNS Tag ALL inbound links (Google URL Builder) Segment by:  Source  Campaign  Medium  Conversion  Non-conversion behaviors
  14. 14. #CZLSF | @ThomCraver http://troni.me/GASocialDash @NINJASMARKETING
  15. 15. #CZLSF | @ThomCraver CONTENT & BEHAVIOR SEGMENTS  Buy on the 1st visit! Brand loyal to your message  @NINJASMARKETING
  16. 16. #CZLSF | @ThomCraver BEEN HIT BY PENGUIN OR PANDA? @NINJASMARKETING
  17. 17. #CZLSF | @ThomCraver PENALTIES: SEGMENT FOR SEARCH @NINJASMARKETING
  18. 18. #CZLSF | @ThomCraver MAJESTIC SEO BACKLINKS @NINJASMARKETING
  19. 19. #CZLSF | @ThomCraver ATTRIBUTION MODEL TOOL @NINJASMARKETING
  20. 20. #CZLSF | @ThomCraver TIME LAG (LOOKBACK) MATTERS @NINJASMARKETING
  21. 21. #CZLSF | @ThomCraver @NINJASMARKETING KEYWORDS
  22. 22. #CZLSF | @ThomCraver SEMRUSH – KEYWORD RESEARCH @NINJASMARKETING
  23. 23. #CZLSF | @ThomCraver SPYFU – KEYWORD RESEARCH @NINJASMARKETING
  24. 24. #CZLSF | @ThomCraver @NINJASMARKETING
  25. 25. #CZLSF | @ThomCraver KEYWORDS IN WEBMASTER TOOLS @NINJASMARKETING
  26. 26. #CZLSF | @ThomCraver @NINJASMARKETING IN-SITE SEARCH
  27. 27. #CZLSF | @ThomCraver @NINJASMARKETING SEARCH ORIGIN PAGES
  28. 28. #CZLSF | @ThomCraver SITE SEARCH IN GOOGLE ANALYTICS @NINJASMARKETING
  29. 29. #CZLSF | @ThomCraver @NINJASMARKETING SUMMING UP… • ALWAYS Segment data for meaning  Source/Medium, Campaign, Dimensions • Always tag inbound links • Include multiple data sources • Know the problem you’re solving for! There’s a tool or segment for it…
  30. 30. #CZLSF | @ThomCraver @NINJASMARKETING
  31. 31. #CZLSF | @ThomCraver @NINJASMARKETING Thank you! @Thom Craver of Internet marketing ninjas Imninjas.com

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