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Big Data 201: Analyzing and Acting on Key Social Media and Digital Metrics


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Tips on putting data to work for your business. How to utilize the right tools to help you make real-time decisions to optimize your strategies and understand your success or failure.

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Big Data 201: Analyzing and Acting on Key Social Media and Digital Metrics

  1. 1. Big Data 201 Analyzing and Acting on Key Social Media and Digital Metrics Tips on putting data to work foryour business. How to utilize the Rachel VanArsdale Social Media Specialistright tools to help you make real- time decisions to optimize your Tweet Along: strategies and understand your @Rcoristin05 success or failure. @MelamedRiley
  2. 2. Overview April 10th• Big Data 101 Recap• 10 Data Tools – Focus on Google Analytics – Data Visualization• Third Party Data Tools
  3. 3. Big Data: Simplified“Any data that contains non-obviousinformation that businesses candiscover and exploit to improve theiroutcomes is valuable data, even if itsnot necessarily ‘big.’"- Srinidhi Melkote, Director of Analytics for Wyndham Exchange and Rentals
  4. 4. Big Data: Un-Tamed
  5. 5. Steps To Tame Big Data 1. Define Your Business Objectives 2. Set Goals To Achieve Objectives 3. Align Metrics With Goals 4. Set Quantifiable Targets 5. Define Meaningful Segments
  6. 6. Application is Key“Applying analytics enables marketingto combine fact-based decision-makingwith creativity.”- Marketing Profs
  7. 7. Big Data: Tamed
  8. 8. When It Comes To Measuring ROINo Such Thing As A Silver Bullet
  9. 9. So what can you do NOW?10 tools you can use to better understand your data and efforts
  10. 10. 1. Do Your Prep Work• Meet with key decision makers• Define what success looks like• Understand what you need to measure before collecting data
  11. 11. The Right Effort BeforehandWill Yield Better Results In The End
  12. 12. In Google We Trust
  13. 13. Google Analytics 101: What and Where?Who is on my site now?• What are they looking at?• Where did they come from?Who came to my site?• Where are they from?• Have they been here before?• How often do they come?How did someone find my site?• Tweet, search engine (keyword, paid or organic?), email, QR code, campaign, etc.What did they look at?• What content/page?• Where did they enter and leave?• What did they search for?Were they successful?• Did they complete a goal?• Did they convert?• If not, where did they drop out?
  14. 14. 2. Start Tracking Owned Data• Track Your “Owned” Marketing Initiatives: – What content is performing best? – What ad units are performing best? – What platform is driving the most traffic?Understand where and what you should continueinvesting and in
  15. 15. Google URL Builder: UTM Codes• Add UTM Parameters to make custom URLs with Google’s URL Builder tool• UTM - Urchin Tracking Module• UTM codes only work when the URL is linking back to one of your domains tied to a Google Analytics account. Google URL Builder:
  16. 16. What does a UTM link look like:Before: google-reader-here-are-a-few-alternatives-to-help-you- move-on/After: google-reader-here-are-a-few-alternatives-to-help-you- move- on/
  17. 17. UTM Parameter Fields• Campaign Source: the site/platform your content is being served on• Campaign Medium: the marketing medium are you using• Campaign Term: any paid keywords that will cause the ad to display• Campaign Content: use this field to differentiate between your content• Campaign Name: define the specific campaign various content will be attributed to How to use UTM Parameters:
  18. 18. Where do you find UTM data? • Campaign data is dumped into a unique Traffic Source bucket when a visitor enters via a UTM link• Drill down on what content sources, mediums and/or campaigns are driving the most traffic for you
  19. 19. Where can you use UTM links?• Social Posts• Text Links• Press Releases• Banner Ads• eNewsletters• Email• QR code links used in Print or Direct Mail
  20. 20. 3. Shorten URLs• Fit into a 140 character world• Track engagement• Analyze your content• Present clean URLs• Stay organized
  21. 21. URL Shortener:• Built-in URL Parameter Tools• Scheduling functionality for increased efficiency• Click reporting for shortened links
  22. 22. URL Shortener: • Bundling: - Organization - Campaigns • Advanced reporting • QR code generation • Easy social sharing
  23. 23. Other Notable URL Shortening Tools• Control your alias by providing a custom one •• URL preview feature • Speculation it helps SEO • Stay aware since you never know when Google will make it mandatory
  24. 24. Where should I use shortened links?• Social Media: Facebook, Twitter, LinkedIn• YouTube description: call to actions• Emails• Presentations• QR codes Anything traceable and clickable!
  25. 25. 4. Bonus Tool: Best Time to Tweet• Understand when your audience is active• Optimize your sharing for increased engagement• Track seasonal trends• Real-time data
  26. 26. MR Tweet Doc: Introduction Tab
  27. 27. MR Tweet Doc: Tweet List TabData to enter: • Tweet date – month, year and day will auto fill • Tweet copy • Tweet link • Schedule time • Number of clicks • Segment/Category
  28. 28. MR Tweet Doc: Summary Tab
  29. 29. MR Tweet Doc: Data Source
  30. 30. MR Tweet Doc: Custom TablesDownload it here:
  31. 31. 5. Set Goals to Measure Value• Without clearly defined goals it’s difficult to measure value• Goals help you determine the success or failure rate of your visitor’s actions• Start with defining the actions you want users to take on your site
  32. 32. Goals You Can TrackLeads: – “Contact us” form completions – Content downloads – Newsletter signups – Trial/demo requests – Webinar signupsSite Engagement: – Time on site – Number of pages viewed – Product video views – Specific text link call to actions – Specific content viewed on site
  33. 33. Where do I set up goals?• Go to the “Admin” section of Google Analytics (Top Right)• Select your profile name (normally your website name)• Select the “Goals” section to create and edit them
  34. 34. Goal Set Up Fields Give Goals Descriptive Names Start and Stop Tracking Data Select Goal Type (4) More Info on Goal Types:
  35. 35. Goal Type: URL Destination • Track when a user enters a specific page on your website Enter unique strand in goal URL Select URL match typeCheck this box only in the situation whereyou want to match only one of two identical More Info on URL Goals: which differ only by case Match Type Info:
  36. 36. Goal Type: Visit Duration• Record activity every time someone spends a certain amount of time on your site - What content do visitors consume who stay for more than X minutes? - What makes these converted visitors unique? Enter duration you want people to stay to be considered “converted”
  37. 37. Goal Type: Pages/Visit• Track a goal for a set number of pages that you want visitors to view during a visit - How engaged are visitors with your site? - Is your content keeping them digging and moving along a funnel? Enter the number of pages you want people to visit to be considered “converted”
  38. 38. Goal Type: Event• Track events by adding a snippet of code to your site• Once GA is tracking the event, you can set it to track categories, actions, labels, values and implicit counts for things like: - Content Tabs - Buttons - Text links - Video plays and more More Info on Event Goals: Developer Info:
  39. 39. Where do I find goal information? • Overview: See the conversion rates and number of completions for each goal you have set up • Goal URLs: See the number of completions and the cumulative value of those conversions distributed by each goal’s completion page • Reverse Goal Path: See the unique navigation path that was used to reach the selected goal • Funnel Visualization: See where visitors enter and abandon the funnel for the goal you have selected • Goal Flow: Visualize traffic as it flows through your funnel toward goal completion or conversion Setting up Google Goals and Funnels:
  40. 40. Analyze Goal Traffic• Segment your data by the goal you want to analyze to view those converted visits as a unique segment: – Understand what makes those visitors unique enough to convert• View goal Source/Medium: – Pinpoint how different social platforms are contributing to goals • Publications • Ads and more• View what efforts have (or have not) contributed to helping you achieve goal conversions: – You can view UTM’ed campaign data here
  41. 41. 6. Utilize Profile Filters and Segments View your data through a special lens based on: • Groups of People • Sources • Types of Visitors • Site Behavior • CampaignsUnderstanding what separates your best customers andvisitors from your worst.
  42. 42. Advanced Segments vs. FiltersSegment: You can examine Filter: A filtered profile willhistorical data for an advanced only contain data starting fromsegment, even if you just created the date you created itthe segment todaySegment: You can see and Filter: You can only view datacompare multiple advanced for one filtered profile at a timesegments side by side in reports
  43. 43. When do I use a Filter vs. Segment?• A filtered profile is usually the best choice if you want to always exclude a certain kind of traffic from your analysis: – For example, create a profile that excludes internal traffic – You can always apply other advanced segments to the filtered profile data• If you want to limit some users access to only a subset of data, you should set up filtered profiles for this instead of using advanced segments
  44. 44. Where do I add profile filters?• Go to the “Admin” section of Google Analytics (Top Right)• Select your profile name (normally your website name)• Select the “Filters” section to create and edit them
  45. 45. Filter: Internal Traffic Click “New Filter” Name the FilterChoose “Exclude”and “Traffic from Enter IP AddressIP Addresses” Don’t know it?
  46. 46. Where do I find segments?You canapply, edit andcreate profilesegments here:
  47. 47. Creating Advanced Segments Add a custom segment by clicking here Name your segment Dimensions are in green and metrics are in blueYou can add “or”/“and”statements to create morecomplex segments (see link) More Info on Creating Advanced Segments:
  48. 48. Put Segments To Work• View data based on specific efforts: – Campaigns – Marketing Medium – Sources • View data based on regions: – Regional Reporting: Cities or States – Where do you have growth? – What region is converting/consuming more?• View data based on brand recognition: – Segment visits “Including” brand terms – Segment visits “Excluding” brand terms – Evaluate what makes them different
  49. 49. Some Handy Segments: Click to Add• Social Media Visit with 5+ Pages Viewed• All Social Traffic• Social Media Converting Traffic• Mobile Visitors (By Operating System)• 3 Keyword Visit• Organic Converting Traffic• Other Ready-To-Use Google Segments: Source: Koozai and Avinash
  50. 50. 7. Visitor Funnel Add a segment to understand how different types of groups of people navigate your site.
  51. 51. EX: A Mobile Traffic Segment Can Help You Identify: • What content could be useful in a mobile app • How to make your site more mobile friendly
  52. 52. 8. Intelligence Events• Find out when and where something unexpected happened: • A spike or dip in traffic • Increase in goal conversions• Analyze metrics and dimension against forecasted values to call out variances: • Daily • Weekly • Monthly• Automatic Alerts and Custom Alerts How to create custom alerts:
  53. 53. Monthly Event ExampleMetric View
  54. 54. Monthly Event Example Dimension View View a single dimension/metric alerts report
  55. 55. 9. Utilize Google’s Solutions Gallery• Google has done the work for you• Easy to download dashboards • Choose the type of reporting tool you need • Find the solution that meets your business’ specific goals • Pinpoint the metrics that help you decipher which initiatives you are investing in are working Find it here:
  56. 56. Social Media Dashboard Click to add • Easy to read dashboards • New visitor acquisition from social • Social visits and quality from mobile • On-site social actions • Social traffic analysis • And moreSelect Profile and Click “Create” Some metrics do need set-up to track accordingly
  57. 57. 10. Data Visualization• Do your prep work to make the process easier• Take the time to do it regularly• Understand how your key decision makers like to consume data• Use the available native tools
  58. 58. Google’s Dashboards and Widgets • Take pre-defined metrics and add them to your Google dashboard• View saved dashboards and add new ones • Create custom dashboards by adding widgets for your key metrics
  59. 59. Native Social Dashboards• Facebook Insights• YouTube Insights• Pinterest Analytics• Hootsuite Dashboard• “Share This” Stats
  60. 60. When It Comes To Data Dashboards One Size Does Not Fit All
  61. 61. Third Party Data Tools/Curators• PageLever • Excellent Analytics• Tableau • Statigram• Social Bro • Pingraphy • Tweet Reach• Hubspot • Geckoboard• Facebook Data • Topsy Grabber • Bring Share• – Google Tool
  62. 62. Don’t get lost in the data• Your audience is telling you what they want, and what you should be doing Stop and Listen
  63. 63. Any Questions? @Rcoristin05 or @MelamedRiley