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Vittorio lecture sample at general assembly

This is a sample lecture about the basics of customer insights, web traffic sources, and the use of technological analytics that I delivered at General Assembly sometime ago.

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Vittorio lecture sample at general assembly

  1. 1. Drawing Customer Insights From Different Sources of Web Traffic Presented by: VITTORIO AQUINO
  2. 2. By the end of this lesson you should be able to: ● Identify key performance indicators in Google Analytics and how they can be used to evaluate marketing efforts ● Identify the uses of the same metric, and how choosing the right KPIs depends on your business goals
  3. 3. What are key performance indicators? (theory) ● Key performance indicators (or KPIs) are types of performance measurement.[1] KPIs evaluate the success of an organization or of a particular activity in which it engages. ● Often success is simply the repeated, periodic achievement of some levels of operational goal, and sometimes success is defined in terms of making progress toward strategic goals.[2] ● Choosing the right KPIs relies upon a good understanding of what is important to the organization.[3]
  4. 4. Key Performance Indicators? (in the real world) ● Measurable achievable, and scaleable targets per industry ● Targets needed to be achieved to reach business success
  5. 5. KPIs of a News Website (soft target) ● Time on the website (measured by Audience Overview in Google Analytics)
  6. 6. KPIs of a News Website (hard target) ● Number of Audience Subscribers (measured by Goals in Google Anaytics)
  7. 7. Exercise: Define Analytics KPIs (soft and Hard)of: ● A real estate website ● An online fashion retail store ● A travel website
  8. 8. Next Steps: ● Get a real Google Analytics account at https://google.com/analytics ● Integrate Google Analytics with a website that you own ● Keep on playing with the data
  9. 9. Quote of the Day
  10. 10. Sources ● Carol Taylor Fitz-Gibbon (1990), "Performance indicators", BERA Dialogues (2), ISBN 978-1-85359-092- 4. ● Developing Meaningful KPIs <http://www.intrafocus.com/services/developing- meaningful-kpis>. ● Google Analytics <https://google.com/analytics ● What are Key Performance Indicators <http://management.about.com/cs/generalmanagement/ a/keyperfindic.htm>.

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This is a sample lecture about the basics of customer insights, web traffic sources, and the use of technological analytics that I delivered at General Assembly sometime ago.

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