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VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+441614646169
FOLLOW
@nedpoulter
WEB ANALYTICS 101
DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER SOCIAL
@NedPoulter
/NedPoulter
Background
Warner
Bros.
YO! Sushi
TheLADBible Realtor.com
Netflix
Miinto
Børsen The Hay
Group
Norton Rose
Fulbright
SABMil...
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
1. WHY WEB ANALYTICS
TRADITIONAL ADVERTISING/MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
DIGITAL MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS: A FORK IN THE ROAD
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
“WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
“WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
2. WELL KNOWN TOOLS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
THIS WAS IN 2012!
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
3.
Q: “IF YOU WERE STARTING OUT, WHAT WOULD
YOU SPEND TIME LEARNING…?”
A: “SIMPLE...”
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY...
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
+
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
GOOGLE ANALYTICS
1. Install GA on a website
2. Spend some time navigating through the
different reports. Familiarise yours...
GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
LOOKUP THE DEFINITIONS TO THESE
1. Sessions
2. Users
3. Pageviews
4. Events
5. Goals
6. Conversion rate
7. Bounce rate
8. ...
ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS
 Site Performance
 Audience Snapshot
 AdWords Performa...
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
TOP THINGS TO LEARN IN EXCEL
1. PASTE AS SPECIAL
2. TEXT TO COLUMNS
3. =TRIM
4. =LOWER/=UPPER/=PROPER
5. =VLOOKUP
6. =SUBS...
READ THIS: http://bit.ly/1Q5Ap5w
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
READ THESE BOOKS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
READ
1.
FOLLOW
2.
TRY THIS?
3.
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
4. USER TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WHAT IF I TOLD YOU…
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
HOTJAR
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
HEATMAPS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
RECORDINGS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
FUNNEL VISUALISATION
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
FORM COMPLETION TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
RECRUITERS & SURVEYS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
SIGN UP HERE:
http://bit.ly/1OGJ5xJ
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
5. Q: “WHY SHOULD YOU BE EXCITED ABOUT WEB
ANALYTICS?”
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
“It is the only skill category that is consistently
ranked in the top 4 across all of the countries we
analyzed. We still ...
6. REVIEW/AUDIT ANALYTICS ACCOUNTS [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
AUDIT ANALYTICS ACCOUNTS
FREE IF YOU’RE:
• A consultant wanting to expand your offerings
• An in-house marketer on a shoes...
7. LEARN & USE GOOGLE TAG MANAGER [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
http://bit.ly/1MC6475
READ
1.
VISIT
2.
FOLLOW
3.
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
ANY QUESTIONS?
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+441614646169
FOLLOW
@nedpoulter
Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm
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Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 1 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 2 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 3 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 4 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 5 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 6 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 7 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 8 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 9 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 10 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 11 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 12 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 13 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 14 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 15 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 16 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 17 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 18 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 19 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 20 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 21 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 22 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 23 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 24 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 25 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 26 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 27 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 28 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 29 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 30 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 31 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 32 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 33 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 34 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 35 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 36 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 37 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 38 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 39 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 40 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 41 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 42 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 43 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 44 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 45 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 46 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 47 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 48 Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm Slide 49
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Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm

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As a proud member of the MMUBS alumni I was invited back to speak to the next generation of budding digital marketers to speak about web analytics.

Like most of my talks, I tried to keep things informative and actionable, whilst also communicating some of the reasons why web analytics is so fundamental in the modern marketing environment, and for business decision making as a whole.

As these students are coming up to finalising their degree I shared some top tips for things I would learn in their position (from someone who's been there and done that) and also some great resources for continuing their learning.

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Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +441614646169 FOLLOW @nedpoulter WEB ANALYTICS 101
  2. 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
  3. 3. Background Warner Bros. YO! Sushi TheLADBible Realtor.com Netflix Miinto Børsen The Hay Group Norton Rose Fulbright SABMiller Notonthehig hstreet.com
  4. 4. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER 1. WHY WEB ANALYTICS
  5. 5. TRADITIONAL ADVERTISING/MARKETING WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  6. 6. DIGITAL MARKETING WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  7. 7. WEB ANALYTICS: A FORK IN THE ROAD WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  8. 8. “WHAT GETS MEASURED, GETS MANAGED.” - PETER DRUCKER WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  9. 9. “WHAT GETS MEASURED, GETS MANAGED.” - PETER DRUCKER WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  10. 10. 2. WELL KNOWN TOOLS WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  11. 11. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  12. 12. THIS WAS IN 2012! WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  13. 13. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  14. 14. 3. Q: “IF YOU WERE STARTING OUT, WHAT WOULD YOU SPEND TIME LEARNING…?” A: “SIMPLE...” WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  15. 15. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER +
  16. 16. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  17. 17. GOOGLE ANALYTICS 1. Install GA on a website 2. Spend some time navigating through the different reports. Familiarise yourself. 3. Change the date ranges/compare to different date periods. 4. Check out the following areas: • Audience > Overview • Real-Time > Overview • Acquisition > Channels • Behaviour > Overview WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  18. 18. GET FAMILIAR NAVIGATING AROUND THE INTERFACE WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  19. 19. GET FAMILIAR NAVIGATING AROUND THE INTERFACE WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  20. 20. LOOKUP THE DEFINITIONS TO THESE 1. Sessions 2. Users 3. Pageviews 4. Events 5. Goals 6. Conversion rate 7. Bounce rate 8. ROI (Return on Investment) 9. ROAS (Return on Ad Spend) WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  21. 21. ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS  Site Performance  Audience Snapshot  AdWords Performance  eCommerce Dashboard DASHBOARDS 1. CUSTOM REPORTS 2. CUSTOM SEGMENTS 3.  SEO Insights (Not Provided)  404 Tracker  PPC Keyword/Matched Query Report  Acquisition: Visit and Goal Conversion by Traffic Source  Enhanced Ecommerce Segments  Occam’s Razor Awesomeness THANKS TO: WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  22. 22. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  23. 23. TOP THINGS TO LEARN IN EXCEL 1. PASTE AS SPECIAL 2. TEXT TO COLUMNS 3. =TRIM 4. =LOWER/=UPPER/=PROPER 5. =VLOOKUP 6. =SUBSTITUTE 7. =CONCATENATE 8. USE SHORTCUTS 9. USE TABLES 10. LEARN PIVOT TABLES WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  24. 24. READ THIS: http://bit.ly/1Q5Ap5w WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  25. 25. READ THESE BOOKS WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  26. 26. READ 1. FOLLOW 2. TRY THIS? 3. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  27. 27. 4. USER TRACKING WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  28. 28. WHAT IF I TOLD YOU… WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  29. 29. HOTJAR WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  30. 30. HEATMAPS WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  31. 31. RECORDINGS WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  32. 32. FUNNEL VISUALISATION WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  33. 33. FORM COMPLETION TRACKING WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  34. 34. RECRUITERS & SURVEYS WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  35. 35. SIGN UP HERE: http://bit.ly/1OGJ5xJ WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  36. 36. 5. Q: “WHY SHOULD YOU BE EXCITED ABOUT WEB ANALYTICS?” WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  37. 37. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  38. 38. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  39. 39. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  40. 40. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  41. 41. “It is the only skill category that is consistently ranked in the top 4 across all of the countries we analyzed. We still live in an increasingly data- driven world, and businesses are still aggressively hiring experts in data storage, retrieval and analysis.” Source: LinkedIn WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  42. 42. 6. REVIEW/AUDIT ANALYTICS ACCOUNTS [BONUS CONTENT] WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  43. 43. AUDIT ANALYTICS ACCOUNTS FREE IF YOU’RE: • A consultant wanting to expand your offerings • An in-house marketer on a shoestring budget • A manager who needs to train new marketers • A newbie looking to bolster your resume (STUDENTS – that’s you ;-) Out of respect for Annie, please pay $195 if you don’t meet the above criteria. READ THIS! -> http://bit.ly/1VNhlM5 WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  44. 44. 7. LEARN & USE GOOGLE TAG MANAGER [BONUS CONTENT] WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  45. 45. VISIT: http://bit.ly/1kn8EqJ TAKE THIS COURSE WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  46. 46. http://bit.ly/1MC6475 READ 1. VISIT 2. FOLLOW 3. WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  47. 47. ANY QUESTIONS? WEB ANALYTICS 101 @ MMUBS #DSMMCM BY @NEDPOULTER
  48. 48. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +441614646169 FOLLOW @nedpoulter
  • NguynJohn3

    Jul. 27, 2016
  • drbexl

    Feb. 9, 2016

As a proud member of the MMUBS alumni I was invited back to speak to the next generation of budding digital marketers to speak about web analytics. Like most of my talks, I tried to keep things informative and actionable, whilst also communicating some of the reasons why web analytics is so fundamental in the modern marketing environment, and for business decision making as a whole. As these students are coming up to finalising their degree I shared some top tips for things I would learn in their position (from someone who's been there and done that) and also some great resources for continuing their learning.

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