Google Analytics Standard Presentation - GA Event, San Francisco 2011

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(Re)discover Google Analytics Standard. See how to get creative with your data analysis, presented by Jesse Nichols, Partner Program Manager for Google Analytics.

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Google Analytics Standard Presentation - GA Event, San Francisco 2011

  1. 1. Crea%ve  Analysis  with  Google  Analy%cs  October  25th,  2011  Jesse  Nichols  Partner  Program  Manager,  Google  Analy%cs  1 Google confidential
  2. 2. 1   (re)  Introduc%on  to  analysis   2   Segments,  simplified   3   Analysis  made  easy  by  a  tool  built  for  discovery  2 Google confidential
  3. 3. (re)  Introduc%on  to  analysis  3 Google confidential
  4. 4. Analysis  “Business  Analy8cs:  the  con%nuous  itera%ve  explora%on  and  inves%ga%on  of  past  business  performance”    -­‐Hans  Peter  Luhn  IBM,  1958  “…  in  order  to  pass  judgment  on  business  decisions  and  make  beVer  decisions  in  the  future.”    -­‐  Me,  just  to  be  clear   4 Google confidential
  5. 5. Analysis  requires  goals  Judgment  needs  a  bar  against  which  to  measure  5 Google confidential
  6. 6. Goals  don’t  exist  in  a  vacuum  Measure  the  influencers  to  the  point  of  diminishing  returns  6 Google confidential
  7. 7. Why  should  we  measure  all  that?   Conversion  rate  =  10%!     Failure  rate  =  90%  7 Google confidential
  8. 8. Nuances  complete  the  story   Actual  Performance  Metric   Key  Performance  Indicators   •  Sales  Lead   •  Revenue.   •  •  Membership   Content  sharing   •  Task  comple%on   Performance  Influencers   •  Product  interac%on   •  Key  pages  or  func%ons   •  Videos  or  “media  investments”   •  Ease  of  conversion  process   •  Website  layout  /  design  8 Google confidential
  9. 9. Great  Analysis  Discovering  ever  more  informa8ve  segments  within  your  data   Segment  =  A  subset  with  one  thing  in  common     Advanced  Segment  =  A  subset  with  two  things  in  common     Really  Advanced  Segments  =  An  extremely  specific  subset   Which  of  my  social  efforts  drive  more  new  members  on  the  west  coast,  and   does  it  maVer  if  they  arrive  in  the  morning  or  evening?    9 Google confidential
  10. 10. Segments,  simplified  10 Google confidential
  11. 11. 11 Google confidential
  12. 12. Defining  Characteris%cs  What  characteris8cs  can  a  group  have  in  common?   Ac%ons  (metrics)   Visitor   Visit   Characteris%cs   Characteris%cs  12 Google confidential
  13. 13. Rela%onship  to  conversions   1   converters   2   pre-­‐converters   3   blocked  converters   4   never-­‐intended-­‐to  converters   5   have-­‐their-­‐own-­‐defini%on-­‐of  converters  13 Google confidential
  14. 14. Analysis  made  easy  with  a  tool  built  for  discovery  14 Google confidential
  15. 15. “…  grant  me  the  serenity  to  accept  the  things  I   can’t  change,  the  courage  to  change  the  things  I   can,  and  the  wisdom  to  know  the  difference.”   1.  What  is  in  my  control  to  change?     2.  What  am  I  willing  to  change?   3.  What  is  the  expected  impact  of  a  change?    15 Google confidential
  16. 16. Search  16 Google confidential
  17. 17. Social  17 Google confidential
  18. 18. Landing  Pages  18 Google confidential
  19. 19. Campaigns  19 Google confidential
  20. 20. Geography  20 Google confidential
  21. 21. Ques%ons?    21 Google confidential

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