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Mining Google Analytics for Marketing Insights

Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.

By watching this presentation, you'll learn:

* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices


Other topics covered include:

* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking


Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.

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Mining Google Analytics for Marketing Insights

  1. 1. MINING GOOGLE ANALYTICS FOR MARKETING INSIGHTS Kash Dhanda | President of Ezra Digital Web: www.EzraDigital.com Email: kash@ezradigital.com Phone: 412-465-0134
  2. 2. INTRODUCTION
  3. 3. 3MINING GOOGLE ANALYTICS | Ezra Digital WHY GOOGLE ANALYTICS?
  4. 4. 4MINING GOOGLE ANALYTICS | Ezra Digital REASON #1: FULLY FEATURED Conversion tracking Multi-channel attribution Custom segments Intelligence events Real time monitoring Custom dashboards Funnel visualization Custom variables
  5. 5. 5MINING GOOGLE ANALYTICS | Ezra Digital REASON #2: THE COMMUNITY
  6. 6. 6MINING GOOGLE ANALYTICS | Ezra Digital REASON #3: IT’S GOOGLE
  7. 7. 7MINING GOOGLE ANALYTICS | Ezra Digital REASON #4: FREE
  8. 8. 8MINING GOOGLE ANALYTICS | Ezra Digital WHAT YOU CAN DO WITH GA Demonstrate financial value of marketing Troubleshoot your website Track the impact of email newsletters Evaluate social media performance Automate reporting to save time Determine need for responsive design Benchmark against your industry Follow specific groups of visitors
  9. 9. 9MINING GOOGLE ANALYTICS | Ezra Digital OVERVIEW The Magic Proper Account Setup Generating Insights Q&A 1 2 3 4
  10. 10. 10MINING GOOGLE ANALYTICS | Ezra Digital THE DASHBOARD
  11. 11. 11MINING GOOGLE ANALYTICS | Ezra Digital JARGON • Visitor = Individual website visitor • Session = Visit • Pageview = Each individual page visit • Segment = Segment of data, not traditional marketing segments • Conversion = Action being taken • Bounce rate = % of times a visitor left after seeing only one page
  12. 12. THE MAGIC
  13. 13. 13MINING GOOGLE ANALYTICS | Ezra Digital DEFINING WEB OBJECTIVES
  14. 14. 14MINING GOOGLE ANALYTICS | Ezra Digital DETERMINING YOUR WEB OBJECTIVES • Why does your website exist? • What job is your website doing? • What is of value to the company? • Ask other stakeholders
  15. 15. 15MINING GOOGLE ANALYTICS | Ezra Digital EXAMPLE OBJECTIVES Build brand awareness Showcase portfolio/case studies to build trust Move prospects through the decision funnel Establish authority or thought-leadership Supplemental sales tool Showcase press and awards Find and recruit new talent Nurture relationships with existing clients
  16. 16. 16MINING GOOGLE ANALYTICS | Ezra Digital GOALS IN GOOGLE ANALYTICS • Actions/behaviors that are of value • Flow from web objectives • Manually created
  17. 17. 17MINING GOOGLE ANALYTICS | Ezra Digital 3 EXAMPLE GOALS 1. Branding Websites: Visit Duration Type: Duration Can be imprecise, so take with a grain of salt 2. Content Marketing Websites: Pages/Visit Type: Pages/Screens per Session Valuable for sites with portfolios and/or a blog 3. Lead Generation Websites: URL Destination Type: Destination Track visits to form completion pages/brochure downloads
  18. 18. 18MINING GOOGLE ANALYTICS | Ezra Digital SETTING UP GOALS
  19. 19. 19MINING GOOGLE ANALYTICS | Ezra Digital GOAL TYPES
  20. 20. 20MINING GOOGLE ANALYTICS | Ezra Digital DETERMINING FINANCIAL VALUE • Hypothetical financial value • Evaluate how often the users who complete the goal become clients • Use Average Client Size as a rough guide
  21. 21. 21MINING GOOGLE ANALYTICS | Ezra Digital EXAMPLE FINANCIAL VALUE REPORT
  22. 22. 22MINING GOOGLE ANALYTICS | Ezra Digital SPLITTING UP TRAFFIC WITH SEGMENTS • Isolate and analyze subsets of your overall traffic • Apply to individual reports • Don’t change underlying data • Compare whenever possible
  23. 23. 23MINING GOOGLE ANALYTICS | Ezra Digital EXAMPLE DEFAULT SEGMENTS
  24. 24. 24MINING GOOGLE ANALYTICS | Ezra Digital CUSTOM SEGMENTS
  25. 25. 25MINING GOOGLE ANALYTICS | Ezra Digital SETTING UP CUSTOM SEGMENTS
  26. 26. 26MINING GOOGLE ANALYTICS | Ezra Digital RECOMMENDED SEGMENT – BRAND INTEREST
  27. 27. 27MINING GOOGLE ANALYTICS | Ezra Digital RECOMMENDED SEGMENT – SERVICE/MARKET
  28. 28. 28MINING GOOGLE ANALYTICS | Ezra Digital RECOMMENDED SEGMENT – ENGAGED VISITORS
  29. 29. 29MINING GOOGLE ANALYTICS | Ezra Digital INTELLIGENCE EVENTS • Monitor your website traffic to detect significant variations • Automatic Alerts • Custom Alerts
  30. 30. 30MINING GOOGLE ANALYTICS | Ezra Digital VIEWING AUTOMATIC ALERTS
  31. 31. 31MINING GOOGLE ANALYTICS | Ezra Digital SETTING UP CUSTOM INTELLIGENCE ALERTS
  32. 32. 32MINING GOOGLE ANALYTICS | Ezra Digital 3 RECOMMENDED INTELLIGENCE EVENTS 1. Sessions Increases by 20% (Period: Daily) Pleasant pat-on-the-back 2. Sessions Decreases by 20% (Period: Weekly) Weekly to account for variability 3. Sessions Equals 0 (Period: Daily) Site and/or tracking code is down
  33. 33. PROPER ACCOUNT SETUP
  34. 34. 34MINING GOOGLE ANALYTICS | Ezra Digital GETTING AN ACCOUNT
  35. 35. 35MINING GOOGLE ANALYTICS | Ezra Digital ADDING OTHER USERS
  36. 36. 36MINING GOOGLE ANALYTICS | Ezra Digital GETTING YOUR TRACKING CODE
  37. 37. 37MINING GOOGLE ANALYTICS | Ezra Digital TRACKING CODE INSTALLATION • Content Management System • Wordpress/Drupal/Joomla Plugins • Squarespace • Manual Insertion • Google Tag Manager
  38. 38. 38MINING GOOGLE ANALYTICS | Ezra Digital THE DASHBOARD
  39. 39. 39MINING GOOGLE ANALYTICS | Ezra Digital GETTING AROUND: MENU SECTIONS
  40. 40. 40MINING GOOGLE ANALYTICS | Ezra Digital GETTING AROUND: DATE RANGES
  41. 41. 41MINING GOOGLE ANALYTICS | Ezra Digital GETTING GOOD DATA: TRACKING URLS • Use Everywhere • Social media • Newsletters • Email signatures • Referral links • Case Study links • URL Builder Tool • Gaconfig.com/google- analytics-url-builder
  42. 42. 42MINING GOOGLE ANALYTICS | Ezra Digital GETTING GOOD DATA: CAMPAIGN TAGGING • Parameters • High Level (ex. Government) • Type of Source (ex. Email) • Name of Source (ex. Newsletter) • Optional Info 1 (ex. September) • Optional Info 2 • More info: Annielytics.com/guides/definitive-guide- campaign-tagging-google-analytics/
  43. 43. 43MINING GOOGLE ANALYTICS | Ezra Digital 3 COMMON SETUP MISTAKES 1. Not using the “new” Universal Tracking Code Missing out on useful demographic and interest-based data Will eventually be discontinued 2. Not turning on Site Search Get actual Voice of Customer data 3. Not connecting to other Google Services Adwords for clean campaign data Webmaster Tools for better keyword/SEO data
  44. 44. GENERATING MARKETING INSIGHTS
  45. 45. 45MINING GOOGLE ANALYTICS | Ezra Digital THE APPROACH • Think through digital strategy • Create a list of questions, the longer the better • If you don’t know how to find the answer, Google is your friend
  46. 46. 46MINING GOOGLE ANALYTICS | Ezra Digital HOW DO VISITORS FIND MY SITE? Acquisition > All Traffic > Source/Medium
  47. 47. 47MINING GOOGLE ANALYTICS | Ezra Digital WHAT DO VISITORS DO ON OUR SITE? Behavior > Site Content > All Pages
  48. 48. 48MINING GOOGLE ANALYTICS | Ezra Digital WHAT IS THE BUSINESS IMPACT OF THE WEBSITE?Conversions > Goals > Overview
  49. 49. 49MINING GOOGLE ANALYTICS | Ezra Digital WHICH SOCIAL MEDIA NETWORK IS BEST? Acquisition > Social > Network Referrals
  50. 50. 50MINING GOOGLE ANALYTICS | Ezra Digital WHICH PROSPECTS ARE REALLY INTERESTED?Audience> Technology > Network
  51. 51. 51MINING GOOGLE ANALYTICS | Ezra Digital WHAT CONTENT SHOULD WE ADD TO THE SITE? 1. Site Search Behavior > Site Search > Search Terms 2. Interest Data Audience > Interests > Overview 3. Top Attention Grabbers Behavior > Site Content > Landing Pages 4. Behavior Flow Behavior > Behavior Flow
  52. 52. 52MINING GOOGLE ANALYTICS | Ezra Digital OTHER QUESTIONS TO ASK What is our most effective content? Which channels are our unsung heroes? What’s the worst content which causes people to leave? How do visitors move through the site? Does our site work across all devices and browsers? What other kinds of things are my visitors interested in? What’s the first thing people see on our site? Where do we have a following, geographically?
  53. 53. WRAPPING UP
  54. 54. 54MINING GOOGLE ANALYTICS | Ezra Digital ANALYSIS BEST PRACTICES 1. Compare trends over time using “Compare Dates” 2. Apply segments to reports whenever possible 3. Report in dollar amounts by adding financial values to goals
  55. 55. 55MINING GOOGLE ANALYTICS | Ezra Digital FOR MORE INFORMATION • Slides available at: ezradigital.com/mining-google-analytics • Analytics blogs: Kaushik.net Annielytics.com Analytics.blogspot.com • Other resources: Google Analytics Youtube channel Analytics Academy
  56. 56. 56MINING GOOGLE ANALYTICS | Ezra Digital EZRA DIGITAL ANALYTICS PACKAGE Account setup Custom dashboard creation Strategy consultation Website and account audit Event tracking Data-driven design suggestions Referral spam blocking Monthly reports
  57. 57. Questions? Web: www.EzraDigital.com Email: kash@ezradigital.com Phone: 412-465-0134

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  • nadiayussof1

    Aug. 27, 2016
  • armandoalves

    Nov. 13, 2017

Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights. By watching this presentation, you'll learn: * Example goals for Branding, Content Marketing, and Lead Generation websites * Recommended segments any business can use to gain insights on specific members of their audience * Intelligence events to keep you on top of your website data * Common setup errors in Google Analytics * Questions to ask your data, along with step-by-step images detailing how to find the answers * Analysis best practices Other topics covered include: * Why you should use Google Analytics * What you can do with Google Analytics * Questions to help determine your web objectives and example objectives which might apply to your business * Step-by-step instructions to set up goals, segments, and intelligence alerts * How to quantify the results of your marketing efforts by using financial values * Tagging tracking URLs for better campaign tracking Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.

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