+
Google Analytics – A Foundation
for Success
Your Host: Art Lee
+
Our Sponsor
+
Feedback + or -
+
Why?
Encourages more people to join
Increases group’s network
+
Direction of the Group
n Learn Something Valuable
n Promote Companies and Expertise
Build a
Strong Referral Network
+
Google Analytics Value
+
Root Cause of Failed Campaigns
Ø Lack of structured thinking
around a real purpose
Ø Lack of objectives set of
measure...
+
What Google Analytics Does
1
Collection
2
Processes
3
Configures
4
Reports
+
Digital Analytics Defined
Improves customer
online experience to
DRIVEYour Desired
Outcome
+
What activity can be tracked?
Ø Website
Ø Mobile website
Ø Mobile application
Ø Gaming console
Ø Any digitally conn...
+
What would you track?
Purpose Measured
Content
Publishers
Frequent visits
Ecommerce Product Sales
Online Support Provide...
+
What’s needed to collect
Ø Web: Java Script Code, tracks
Page Views
Ø Mobile:Tracks Activity
*Implementation different...
+
Skills Needed
Business Objectives &
Strategies to achieve
Understand analytics
Technical skills
+
Formula to Success
+
The PFR Formula for Success
Plan
Funnel
Reporting
+
Why conversions
How can you improve if
you don’t know what’s
going on?
+
Planning
+
Build Measurement Plan
Avinash Kaushik
Google Analytics Evangelist
+
Step 1
Write down your business
objectives – set broadest
parameters
+
Step 2
Identify your key strategies and
tactics
+
Step 3
Choose KPIs
(Key Performance Indicators)
Target 3, no more than 10.
+
Step 4
Choose Target KPIs
Your parameters for success
+
Key Performance Indicators
Avg page visits to a blog in the
fashion industry
Avg clicks it takes to complete
online purc...
+
Step 5
Choose Segments
(people, behavior, outcomes)
+
Example.
+
Funnel
+
What is a considered a
conversion?
Ø Micro conversions lead to a
Macro conversion (final
important action)
Ø Each micr...
+
Tracking a User Journey
Email
Signup
Watch
Video
Account
Signup
Purchase
Micro conversions Macro conversion
+
Conversion Attribution
Ø Assigning credit for a conversion
Ø Search ad, Display ad, Social ad =
Sale
Ø Define an attr...
+
For example
Customer visits website four times from
four channels before spending $100
Display
Ad
Social
Media
Email
Blo...
+
Reporting
+
Adding Context to Data
Context helps determine
good or bad performance
Types:
Internal/External
+
Two Ways to add Context
Ø External data: benchmark
general industry trends/
standards. If your trends
match, it is gene...
+
Segmentation to understand
Aggregated
Aggregated view shows you everything
Analyzing segmentations
allow for deeper
unde...
+
Segmentation Types
Ø Date and time – see how users behavior
differs
Ø Device – track performance for
desktops, mobile,...
+
Want to learn more
Get Google Individual Qualified
+
Questions?
Contact Art Lee at:
Facebook.com/artglee
@artstribe
hkLinkedin.com/in/artglee
artlee@internetmarketingcoach.h...
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Google Analytics - Foundation for Success

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Google Analytics is essentially your lifeline for your digital marketing efforts. If you have no visibility in how your users are using your website or mobile app, you will have no idea of how to make smart decisions in your business.

With proper planning and clear objectives and strategies, you can gain powerful insight into what users demand. Having an clear understanding of the user allows you to position your marketing messages, design, etc. to drive the outcome you want.

If it's to drive collection of emails and data, the fewest clicks to make a decision and buy or simply to drive more traffic and consistent recurring visits or app usage, Google Analytics can help you figure out what you need to do.

In this presentation, which was delivered in front of a group of Hong Kong Business owners and freelancers, the goal was to give a foundation course within an hour to clearly understand core concepts and value that Google Analytics provides as a tool.

Published in: Marketing, Technology, Business
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Google Analytics - Foundation for Success

  1. 1. + Google Analytics – A Foundation for Success Your Host: Art Lee
  2. 2. + Our Sponsor
  3. 3. + Feedback + or -
  4. 4. + Why? Encourages more people to join Increases group’s network
  5. 5. + Direction of the Group n Learn Something Valuable n Promote Companies and Expertise Build a Strong Referral Network
  6. 6. + Google Analytics Value
  7. 7. + Root Cause of Failed Campaigns Ø Lack of structured thinking around a real purpose Ø Lack of objectives set of measures to identify success or failure
  8. 8. + What Google Analytics Does 1 Collection 2 Processes 3 Configures 4 Reports
  9. 9. + Digital Analytics Defined Improves customer online experience to DRIVEYour Desired Outcome
  10. 10. + What activity can be tracked? Ø Website Ø Mobile website Ø Mobile application Ø Gaming console Ø Any digitally connected device
  11. 11. + What would you track? Purpose Measured Content Publishers Frequent visits Ecommerce Product Sales Online Support Provide answers quickly Lead Generation Contact submission form Branding Engagement/Awareness
  12. 12. + What’s needed to collect Ø Web: Java Script Code, tracks Page Views Ø Mobile:Tracks Activity *Implementation different by device, still tracks when not connected
  13. 13. + Skills Needed Business Objectives & Strategies to achieve Understand analytics Technical skills
  14. 14. + Formula to Success
  15. 15. + The PFR Formula for Success Plan Funnel Reporting
  16. 16. + Why conversions How can you improve if you don’t know what’s going on?
  17. 17. + Planning
  18. 18. + Build Measurement Plan Avinash Kaushik Google Analytics Evangelist
  19. 19. + Step 1 Write down your business objectives – set broadest parameters
  20. 20. + Step 2 Identify your key strategies and tactics
  21. 21. + Step 3 Choose KPIs (Key Performance Indicators) Target 3, no more than 10.
  22. 22. + Step 4 Choose Target KPIs Your parameters for success
  23. 23. + Key Performance Indicators Avg page visits to a blog in the fashion industry Avg clicks it takes to complete online purchase Number of form captures completd
  24. 24. + Step 5 Choose Segments (people, behavior, outcomes)
  25. 25. + Example.
  26. 26. + Funnel
  27. 27. + What is a considered a conversion? Ø Micro conversions lead to a Macro conversion (final important action) Ø Each micro tracked to see value of whole journey
  28. 28. + Tracking a User Journey Email Signup Watch Video Account Signup Purchase Micro conversions Macro conversion
  29. 29. + Conversion Attribution Ø Assigning credit for a conversion Ø Search ad, Display ad, Social ad = Sale Ø Define an attribution for each micro conversion to determine worthiness of a channel
  30. 30. + For example Customer visits website four times from four channels before spending $100 Display Ad Social Media Email Blog Post
  31. 31. + Reporting
  32. 32. + Adding Context to Data Context helps determine good or bad performance Types: Internal/External
  33. 33. + Two Ways to add Context Ø External data: benchmark general industry trends/ standards. If your trends match, it is general growth Ø Internal historical trends to benchmark and create KPIs
  34. 34. + Segmentation to understand Aggregated Aggregated view shows you everything Analyzing segmentations allow for deeper understanding of what’s happening
  35. 35. + Segmentation Types Ø Date and time – see how users behavior differs Ø Device – track performance for desktops, mobile, tablet Ø Marketing Channels (email, vs twitter) Ø Geography – country, city Ø Customer – repeat vs. first time
  36. 36. + Want to learn more Get Google Individual Qualified
  37. 37. + Questions? Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee artlee@internetmarketingcoach.hk InternetMarketingCoach.hk Property of Internet Marketing Coach Ltd. Hong Kong. Get Busy Doing ! or! Get Busy Losing!

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