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Google analyticswebinarjuly2013


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Daniel Rowles Google Analytics Webinar for the Chartered Institute of marketing

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Google analyticswebinarjuly2013

  1. 1. Google Analytics Webinar Daniel Rowles
  2. 2. Presentation title #practicalinsights Who Am I? • Daniel Rowles • CIM Course Director • 15 Years experience in digital marketing – Both client and agency side – Mercedes, British Council, Sony, L’Oreal, Dupont, Aviva, John Lewis, Vodafone, Warner Bros, O2, Samsung • @danielrowles • #practicalinsights
  3. 3. Presentation title #practicalinsights • Analytics in Perspective • Actionable Insights • Core Reports • The Importance of Goals • Step by Step Analytics Plan What I’ll Cover
  4. 4. Presentation title #practicalinsights Conversion Marketing in PerspectiveAcquisition SEO PPC Social Media Display Conversion Analytics Usability Retention Email Blogs Podcasts Twitter Content
  5. 5. Presentation title #practicalinsights The Path to ROI Custom Dashboard SEO Email Display CRMPPC Social Media Affiliates
  6. 6. Presentation title #practicalinsights Actionable Data
  7. 7. Presentation title #practicalinsights Analytics packages • Key approach to analytics – Page tagging. • Common features and terminology shared by most web analytics packages. • Focus today on Google Analytics.
  8. 8. Presentation title #practicalinsights Page Tagging
  9. 9. Presentation title #practicalinsights Dashboard
  10. 10. Presentation title #practicalinsights Google Analytics • Its free! Why is it free? • No account management. • No Service Level Agreements • 25 month data storage • Analytics Premium
  11. 11. Presentation title #practicalinsights Key Measurements • Audience. – Visitors, unique visitors, page views, devices • Traffic Sources. – Search engine, email campaign, direct. • Content – Pages, page flow, speed, in- page, experiments. • Goal conversion of traffic. – Sales, enquiries, advert clicks, sign-ups.
  12. 12. Presentation title #practicalinsights Visitor Flow
  13. 13. Presentation title #practicalinsights Improving Visitor Flow
  14. 14. Presentation title #practicalinsights Mobile Visitors
  15. 15. Presentation title #practicalinsights Search Traffic
  16. 16. Presentation title #practicalinsights Social Traffic
  17. 17. Presentation title #practicalinsights In-Page Analytics
  18. 18. Presentation title #practicalinsights Bounce rate • Bounce = visitors who enter and exit site on same page. • Example: Visitor clicks on banner advert Visitor enters on landing page Visitor leaves site without visiting another page
  19. 19. Presentation title #practicalinsights Time on site • Long time spent on site/ high average page views per visitor. • Positive? – Engaging content. – Interested visitor. • Negative? – Difficult to navigate. – Unclear conversion path.
  20. 20. Presentation title #practicalinsights
  21. 21. Presentation title #practicalinsights
  22. 22. Presentation title #practicalinsights Setting goals
  23. 23. Presentation title #practicalinsights Content Experiments Conversion A B
  24. 24. Presentation title #practicalinsights The Dangers of Last Click Email Search Conversion Search Conversion
  25. 25. Presentation title #practicalinsights Multi-Channel Funnels
  26. 26. Presentation title #practicalinsights Rule for Magnificent Web Success • For every $10 spent on analytics data. • Spend $90 on people to tell you what it means. Avinash Kaushik - Google
  27. 27. Presentation title #practicalinsights Great Analytics Resources •
  28. 28. Presentation title #practicalinsights Great Analytics Resources •
  29. 29. Presentation title #practicalinsights Conclusions • Identify clear objectives • Align measurement with objectives • Set analytics goals • Understand user journey • Interpret, Plan, Implement, Test
  30. 30. Presentation title #practicalinsights Questions: • @DanielRowles • • The recording of this Practical Insights webinar will be available on Marketing Expert within the next 48 hours. To access Marketing Expert visit the CIM website Log-in and click on Resources/Marketing Expert. The Practical insights button will be displayed on the right hand side of the Marketing expert homepage.