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Meaningful Analytics: Finding Data That Matters to You

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.

Meaningful Analytics: Finding Data That Matters to You

  1. 1. MEANINGFUL ANALYTICS: FINDING DATA THAT MATTERS TO YOU #ECISMG August 21, 2014
  2. 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. 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. 4 Baby’s First #Selfie Smile! There are analytics in nearly everything… Including the birth of a child. August 21, 2014
  5. 5. Look at all that DATA! GOAL: Have a healthy baby and mother August 21, 2014 5 Image Credit: aaron_anderer (Flickr)
  6. 6. WHAT IS WEB ANALYTICS August 21, 2014 6
  7. 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. 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. August 21, 2014 8
  9. 9. Continual Improvement Process August 21, 2014 9
  10. 10. DIGITAL MEASUREMENT PLAN August 21, 2014 10
  11. 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 August 21, 2014 11
  12. 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. 13. August 21, 2014 13
  14. 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. August 21, 2014 14
  15. 15. August 21, 2014 15
  16. 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. 17. August 21, 2014 17
  18. 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. August 21, 2014 18
  19. 19. August 21, 2014 19
  20. 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. 21. Download Example: http://brandoncoppernoll.com/download/dmp August 21, 2014 21
  22. 22. FINDING MEANINGFUL ANALYTICS August 21, 2014 22
  23. 23. Types of Data Dimensions Describes characteristics of users and their sessions Metrics Quantitative measurements of users, sessions, and actions (numbers) August 21, 2014 23
  24. 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. 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. 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. 27. Goals August 21, 2014 27
  28. 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. 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 August 21, 2014 29
  30. 30. Events August 21, 2014 30
  31. 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 August 21, 2014 31
  32. 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. August 21, 2014 32
  33. 33. Campaigns August 21, 2014 33
  34. 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. 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. 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. 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. 38. Dashboards / Reports August 21, 2014 38
  39. 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. 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. 41. UNIVERSAL ANALYTICS August 21, 2014 41
  42. 42. Universal Analytics is out of BETA! August 21, 2014 42
  43. 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. August 21, 2014 43
  44. 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. August 21, 2014 44
  45. 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. 46. RESOURCES August 21, 2014 46
  47. 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. 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. 49. Any Questions? August 21, 2014 49
  50. 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
  • JohnJenkins96

    Aug. 2, 2018

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.

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