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#1NLab14: Reanalyzing Analytics

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"Don't get lost in the interesting." Learn how to decipher and understand what your Google Analytics dashboard is trying to tell you and how to utilize all the other wonderful tools Google Analytics offers digital marketers in this presentation by Mike Weisert, a Strategist at One North Interactive.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1tgXqSe.

Published in: Data & Analytics
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#1NLab14: Reanalyzing Analytics

  1. 1. REANALYZING ANALYTICS Advanced Techniques
  2. 2. Mike Weisert @mikeweisert
  3. 3. In This Talk We’ll review some of the metrics you should be paying attention to, and introduce you to the methods for finding relevant information.
  4. 4. GOOGLE ANALYTICS FIRST LOOK
  5. 5. The Basic Numbers • Page Views • Entrances • Exit Pages • Number of Visitors Google includes these metrics by default on most reports.
  6. 6. The Basic Numbers Very Interesting…
  7. 7. Finding the Right Numbers • Don’t get lost in the interesting. • Your reports should provide clear, actionable numbers. • Have questions to answer before opening your analytics software.
  8. 8. Reanalyzed Analytics • Bounce Rate • Content Groupings • Segmented Metrics • Behavior Flow • Dashboards • Tag Manager
  9. 9. BOUNCE RATE
  10. 10. What? Bounce Rate is the number of visitors who saw 1 page only and left your site. Bounce Rate
  11. 11. Bounce Rate Why? • Bounce Rate is a clear indication that a visitor was not interested in exploring any further. • In most cases, this represents a lost opportunity. – (Exception may be a location page.)
  12. 12. CONTENT GROUPING
  13. 13. Content Groupings Group your content by type. • This allows you to view multiple reports by types of pages to quickly understand which sections are performing – and which aren’t. • These groupings are available across multiple reports.
  14. 14. Content Groupings Turn This:
  15. 15. Content Groupings Into This:
  16. 16. Content Groupings
  17. 17. Note: This is not retroactive, only data going forward.
  18. 18. BEHAVIOR FLOW
  19. 19. Behavior Flow What? How visitors move throughout the website. Why? • When combined with goals and segments, this provides a powerful tool for understanding which paths your visitors take when viewing the site. • Helps you to identify where you are losing traffic.
  20. 20. Note: This is not the homepage. It represents all root level pages.
  21. 21. SEGMENTED METRICS
  22. 22. Segmented Metrics Without segmentation: • Assumes all visitors have the same goals • Will skew your numbers and give inaccurate metrics
  23. 23. Segmented Metrics Possible Segments • Active Evaluation • Loyalty Loop • Potential Candidate • Industry Focus • Technology Focus
  24. 24. Example - Active Evaluation • New visitor within the past 14 days • Multiple sessions • Visits more than 1 professional detail • Does not visit careers
  25. 25. Creating an Energy Segment • Includes visitors from a set of network domains. • Look for exxon.com in the all pages report. • Follows a behavior flow of other confirmed domains. • Looks at energy-specific content. • Views specific professionals focused on energy.
  26. 26. Segments Why? • In nearly every report, you can now filter results down to target audiences. • You’ll understand if your site is meeting the goals you’ve set. • You can find problem areas and act.
  27. 27. DASHBOARDS
  28. 28. Dashboards A single view that can answer a large question, such as ‘What topics are visitors interested in?’ • What keywords are being searched? • What are my most popular publications? • Which service pages are being visited frequently (and repeatedly)?
  29. 29. TAG MANAGER
  30. 30. Tag Manager What? • Similar to embedding a YouTube video, your analytics code lives on Google’s servers and is pulled over when the page is loaded. • It is an enhancement for Google Analytics, not a replacement.
  31. 31. Tag Manager Why? • Allows you to implement custom tracking code and modify your analytics implementation without re-deploying your whole website. • Translation: Simpler & Faster
  32. 32. Tag Manager Where? • Most newer websites use AJAX and custom animations for a more fluid user experience. • Page title / URL doesn’t change, so you need an alternate way to track these interactions to understand how visitors are using the site.
  33. 33. When to Use Tag Manager • Expanding Content • Menus • Downloads • Video • Custom Content Types (eg. Related Services)
  34. 34. HOMEWORK
  35. 35. Homework Web Analytics 2.0 Avinash Kaushik Advanced Web Metrics with Google Analytics Brian Clifton

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