This is a presentation I gave to the ECI Social Media Group in Muncie, IN on August 21, 2014. References include content from Avinash Kaushik and Google.

1. MEANINGFUL ANALYTICS:
FINDING DATA THAT MATTERS TO YOU
#ECISMG
August 21, 2014

2. Don’t be shy!
Ask me questions or tell me what an
awesome time you’re having on Twitter
@bkcoppernoll
Tweet and show off your web analytics
knowledge with #ECISMG
Follow @ECISocial and keep the
conversation going
August 21, 2014 2

3. Why You’re Here
• Story Time!
• What is Web Analytics
• Digital Measurement Plan
• Finding Meaningful Analytics
• Universal Analytics
• Resources
August 21, 2014 3

4. 4
Baby’s First #Selfie
Smile!
There are
analytics in nearly
everything…
Including the birth
of a child.
August 21, 2014

5. Look at all that DATA!
GOAL: Have a healthy baby and mother
August 21, 2014 5
Image Credit: aaron_anderer (Flickr)

6. WHAT IS WEB ANALYTICS
August 21, 2014 6

7. Web Analytics 2.0 is…
1. the analysis of qualitative and quantitative
data from your website and the
competition,
2. to drive a continual improvement of the
online experience that your customers, and
potential customers have,
3. which translates into your desired
outcomes (online and offline).
August 21, 2014 7

8. In Short
Web analytics is the study of on- and
off-site behavior in order to improve
user experience and reach your
business goals.
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9. Continual Improvement Process
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10. DIGITAL MEASUREMENT PLAN
August 21, 2014 10

11. Create a Measurement Plan
1. Document your business objectives.
2. Identify website goals for each
objective
3. Choose Key Performance Indicators
(KPI)
4. Identify targets
5. Find valuable segments
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12. Step 1: Business Objectives
Answer this question:
Why does your website / campaign exist?
Objectives should be DUMB!
Doable.
Understandable.
Manageable.
Beneficial.
August 21, 2014 12

13. August 21, 2014 13

14. Step 2: Identify Goals
Goals create clarity and specify how
you’re going to accomplish objectives.
Creating clarity. Everyone should know
exactly what you’re doing.
These are top-level efforts by your
team.
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15. August 21, 2014 15

16. Step 3: Key Performance
Indicators
A Key Performance Indicators (KPI) are
metrics used to measure against your
objectives.
Good KPI can:
• Give us insight to user behavior
• Connect data to the bottom line
• Tell us if we’re doing good or bad!
August 21, 2014 16

17. August 21, 2014 17

18. Step 4: Identify Targets
A Target is a number you determine to
tell you if you’re succeeding.
Answers the question: Is this good or
bad?
You can use past numbers (benchmarks)
to determine target values.
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19. August 21, 2014 19

20. Step 5: Find Segments
A Segment is the secret sauce.
A Segment is a group of people,
sources, or outcomes you can place
intense focus in your reports.
This is where you separate yourself from
data junkie to analyst.
August 21, 2014 20

21. Download Example:
http://brandoncoppernoll.com/download/dmp
August 21, 2014 21

22. FINDING MEANINGFUL ANALYTICS
August 21, 2014 22

23. Types of Data
Dimensions
Describes characteristics of users and
their sessions
Metrics
Quantitative measurements of users,
sessions, and actions (numbers)
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24. Common Dimensions
User Dimensions
• Geographic location, User Type,
Browser
Session Dimensions
• Traffic source, Campaign source
Interaction Dimensions
• Actions on the site
August 21, 2014 24

25. Common Metrics
Audience Metrics
• Sessions, % New Sessions, New Users
Behavior Metrics
• Pages / visit, Avg. Session Duration,
Bounce rate
Conversion Metrics
• Conversion rate, Goal Completions
August 21, 2014 25

26. Let’s Talk Bounce Rate
The percentage of sessions with only
one user interaction.
“I came. I puked. I left.”
Bounce rates are only indicative of the
content on the page. It may not be that
bad.
August 21, 2014 26

27. Goals
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28. About Goals
Goals can tell you how well your site
fulfills your objectives. Yet, these are
most often overlooked!
Each time a user completes a Goal, a
Conversion is logged.
Goals can have monetary values to
measure ROI on efforts.
August 21, 2014 28

29. Types of Goals
You can use templates:
• Revenue, acquisition, inquiry (contact
us), or engagement (subscribe to
newsletter)
Or make your own:
• Destination, duration, pages / screens
per session, or events
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30. Events
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31. About Events
Events are user interactions with content
that can be tracked independently.
Events are great additional data for Goal
conversions.
Examples:
• Video plays
• Downloads
• Calls to action
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32. 4 Event Components
Category – Ways to sort events (i.e., videos,
downloads)
Action – A description for the action. For
example, you could define “Play” for a
video.
Label – Optional. Additional descriptor.
Value – Optional. A numerical value for the
event.
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33. Campaigns
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34. Campaign Tagging
Campaign tagging is adding extra
information to links users click on to get
to your site.
Only use Campaign tags for external
traffic to your website.
Use to measure effectiveness of
promotional efforts.
August 21, 2014 34

35. Better Campaign Tracking
Consistency is the key to better
Campaign tracking data:
• Use consistent spelling
• Use consistent capitalization
• Use consistent punctuation (e.g., “_”,
“+”)
• Use consistent values for mediums
(e.g., “cpc”, “social”, and “display”)
August 21, 2014 35

36. 5 Campaign Tags
Source
utm_source
Required. Use utm_source to identify search engine, newsletter
name, or other source.
Example: utm_source=ecismg_newsletter
Medium
utm_medium
Required. Use utm_medium to identify a medium such as email
or cost-per-click.
Example: utm_medium=email
Campaign
utm_campaign
Required. Use utm_campaign to identify a specific product
promotion or strategic campaign.
Example: utm_campaign=meaningful_analytics
Term
utm_term
Used for paid search. Use utm_term to note the keywords for ad.
Example: utm_term=google+analytics
Content
utm_content
Used for A/B testing and content-targeted ads. Use utm_content
to differentiate ads or links to the same URL.
Example: utm_content=textlink
August 21, 2014 36

37. URL Builder
Creating URLs is easily done through
spreadsheets and the URL Builder tool:
Campaign URL Builder
https://support.google.com/analytics/answer/1033867
August 21, 2014 37

38. Dashboards / Reports
August 21, 2014 38

39. About Dashboards / Reports
Dashboards give you a single page
report on how your website is
performing.
You can combine a variety of Widgets
(up to 12) into a single Dashboard.
Create Dashboards with the most
valuable information for your team and
leadership. August 21, 2014 39

40. About Dashboards / Reports
You can also create single Custom
Reports by selecting a Dimension and
related Metrics.
Dashboards and Reports are great for
revisiting important data.
Dashboards and Reports can be set as
scheduled emails.
August 21, 2014 40

41. UNIVERSAL ANALYTICS
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42. Universal Analytics is out of
BETA!
August 21, 2014 42

43. What is Universal Analytics
Universal Analytics is the new operating
standard for Google Analytics. – Google
Both online and offline.
Came out of BETA in the spring.
Typically means we have 2 years.
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44. Benefits of Universal Analytics
• Connect multiple devices, sessions, and
engagement with the User ID.
• Get a new and more flexible tracking code for
multiple devices.
• Simplified and more accessible configuration.
• Custom Dimensions & Metrics for your
business.
• Enhanced Ecommerce.
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45. Upgrading to Universal Analytics
• Create a new Property or upgrade
existing Property.
• Place the new Universal Analytics
code.
• Update existing Event tracking code.
• Configure your Property.
August 21, 2014 45

46. RESOURCES
August 21, 2014 46

47. Light Reading
Google Analytics Blog
http://analytics.blogspot.com/
Occam’s Razor by Avinash Kaushik
http://www.kaushik.net/avinash/
Analytics Talk by Justin Cutroni
http://cutroni.com/
August 21, 2014 47

48. ECI SMG Analytics Workshop
August 28, 7:30 a.m.
Innovation Connector
• A step-by-step process on defining
your goals and the data you need
• Hands-on experience in a group
setting creating your first Google
Analytics goals and reports
• One-on-one advice and
troubleshooting
August 21, 2014 48

49. Any
Questions?
August 21, 2014 49

50. Thank you!
More on Digital Marketing and Analytics
brandoncoppernoll.com
Ask Me Questions or Just Say ‘Hi’
@bkcoppernoll
linkedin.com/in/brandoncoppernoll
brandon@brandoncoppernoll.com
August 21, 2014 50