Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Leverage Google Analytics for Digital Marketing Success

963 views

Published on

Ways marketers can use Google Analytics to measure performance and track marketing campaigns. In addition, this presentation reviews 5 key analytics functions designed to make a marketers job more efficient and effective.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How to Leverage Google Analytics for Digital Marketing Success

  1. 1. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 How to Leverage Google Analytics for Digital Marketing Success
  2. 2. Top Goals for Digital Marketing Key Questions: • How do you make data- driven decisions to improve customer support and experience? • How do you demonstrate the organization’s brand presence is strong and continuing to improve? • How do you determine what acquisition channels work best for your organization? REFERENCE: http://blackinkroi.com/c-level-2016-marketing-study/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  3. 3. Top Goals for Digital Marketing According to a report released earlier this year, marketers’ top priorities are a customer-centric focus (79 percent) and brand management (70 percent). REFERENCE: https://www.cmocouncil.org/download-center.php?id=310 In another report also released earlier this year, 23 percent admitted that their marketing and commerce processes were not working well together, and they are “struggling to connect all of the dots.” Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  4. 4. Enter: Google Analytics Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  5. 5. Presentation Objectives 1.) Ensure you are tracking goals and actions necessary to demonstrate performance Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 2.) Find Google Analytics information faster and more efficiently Navigation, Goal Tracking, Campaign Tracking 5 Key Google Analytics Resources to Consider
  6. 6. Key Resources for Beginners • Google Analytics Help Center – https://support.google.com/analytics#topic=3544906 • Google Analytics YouTube Channel – https://www.youtube.com/user/googleanalytics • Certification Resources – Analytics IQ Study Guide – https://support.google.com/analytics/answer/6370549 – Digital Analytics Fundamentals – https://analyticsacademy.withgoogle.com/course/1 – Google Analytics Platform Principles – https://analyticsacademy.withgoogle.com/course/2 • Google Analytics on Twitter – https://twitter.com/googleanalytic/ • Analytics Glossary of Terms – https://support.google.com/analytics/topic/6083659?hl=en&ref_topic=35449 06 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  7. 7. Google Analytics: Navigational Overview REFERENCE: https://support.google.com/analytics/answer/2604608 Key Navigational Elements 1. Main Navigation Menu 2. Accounts, Settings, and Diagnostics 3. Primary Report Navigation 4. Report Heading 5. Add Custom Segments* 6. Report Tabs / Views 7. Graph / Chart View 8. Data Table View Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  8. 8. REFERENCE: https://support.google.com/analytics/answer/2604608 Dashboards & Shortcuts • Easy to reference collections of information Intelligence Events • Reports highlighting highs and lows in performance / anomalies Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 We will review all three of these navigational links later in the presentation Google Analytics: Navigational Overview
  9. 9. REFERENCE: https://support.google.com/analytics/answer/2604608 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 We will review all three of these navigational links later in the presentation Real-Time • Insights into web page and user activity happening “right now” on an organization’s website Google Analytics: Navigational Overview
  10. 10. REFERENCE: https://support.google.com/analytics/answer/2604608 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 We will review all three of these navigational links later in the presentation Real-Time • Insights into web page and user activity happening “right now” on an organization’s website Audience Insights into website user characteristics such as: • Demographics • Technology • Interests • Flow of Activity • Individual User Behavior (Anonymous) Google Analytics: Navigational Overview
  11. 11. REFERENCE: https://support.google.com/analytics/answer/2604608 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 We will review all three of these navigational links later in the presentation Real-Time • Insights into web page and user activity happening “right now” on an organization’s website Audience Insights into website user characteristics such as: • Demographics • Technology • Interests • Flow of Activity • Individual User Behavior (Anonymous) Acquisition Insights into the channels driving traffic / users to the website such as: • Channel-specific details (search, direct, social media) • Performance metrics related to each channel • Conversion metrics by channel Google Analytics: Navigational Overview
  12. 12. REFERENCE: https://support.google.com/analytics/answer/2604608 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 We will review all three of these navigational links later in the presentation Real-Time • Insights into web page and user activity happening “right now” on an organization’s website Behavior Insights into how users interact with the website and web pages / paths: • Top pages viewed, entered, exited • Site performance (speed, navigation, etc) • Type of actions users take when viewing / navigating through web pages Google Analytics: Navigational Overview
  13. 13. REFERENCE: https://support.google.com/analytics/answer/2604608 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 Conversions Performance metrics on marketing activity • Goals and conversions • E-commerce activity • Attribution information Google Analytics: Navigational Overview
  14. 14. Audience Highlights • Sessions versus Users • Session Duration • Bounce Rate • Geo-Information • Demographics & Interests • Mobile Device Adoption Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 Google Analytics: Audience Overview
  15. 15. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 Google Analytics: Acquisition Overview Acquisition Menu • Acquisition Channel Definitions • Conversion Performance • Campaign Performance
  16. 16. Behavior Menu • Top Pages Viewed • Landing Pages – What Pages Users Started On or Exited From Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 Google Analytics: Behavior Overview Conversion Menu • Goal Performance (Forms, Actions, etc) For discussion next!
  17. 17. Performance Tracking Why & How Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  18. 18. Performance Measurement Opportunities Goal Tracking • Establish performance benchmarks designed to demonstrate performance of website marketing activities • Examples include form submissions, visitor performance (time on site, pages per visit), and visitor activity (downloads, equipment views, etc) SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016 Campaign Tracking • Establish a method for tracking the success of website marketing campaigns, promotions, and advertisements • Examples include email newsletters, advertisements, social media updates, and links in marketing collateral (online and even offline)
  19. 19. Goal Tracking: Define Your Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  20. 20. Goal Tracking: Define Your Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  21. 21. Goal Tracking: What You Can Measure Sales-Ready Opportunities • Contact Sales • Request a Quote • Request a Demonstration • Financing Inquiry • Request an Evaluation • Free Download • Free Evaluation • Technical Specifications Requests • Requests for Proposal • General Contact Request Lead Generation & Nurturing • Webinar Registrations • Podcast Subscriptions • Email Newsletter Sign-Ups • Traditional Newsletters • Daily Blog Updates • Company Updates • White Paper Downloads / Requests • Independent Research Reports • Third Party Studies • Analyst Reports / Collateral • “Premium” Content or Subscription Based Content SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  22. 22. Goal Tracking In Action SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  23. 23. Goal Tracking In Action SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  24. 24. Goal Tracking In Action SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  25. 25. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  26. 26. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  27. 27. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  28. 28. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  29. 29. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  30. 30. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  31. 31. Goal Tracking: How To Set Up Goals SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  32. 32. Campaign Tracking: What You Can Measure SOURCE: https://support.google.com/analytics/answer/1033863?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  33. 33. Campaign Tracking: What You Can Measure SOURCE: https://support.google.com/analytics/answer/1033863?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  34. 34. Campaign Tracking: Where To Track Campaigns SOURCE: https://support.google.com/analytics/answer/1033863?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  35. 35. Campaign Tracking: What You Can Measure Sales-Ready Opportunities • Web Page Links In Sales Communications • Equipment Listings • Auction Listings • QR Codes Lead Generation & Nurturing • Website Advertisements • Email Newsletter Links • Social Media Updates • Sponsorship Links • Traditional Advertisements (by using “promotional web pages”) SOURCE: https://support.google.com/analytics/answer/1032415?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  36. 36. Campaign Tracking: How To Track Campaigns http://www.komarketingassociates.com/industry- news/60-percent-of-marketers-expect-marketings- power-to-grow-in-next-few-years- 3153/?utm_source=linkedin&utm_medium=socia l&utm_campaign=news SOURCE: https://support.google.com/analytics/answer/1033863?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  37. 37. Campaign Tracking: How To Track Campaigns SOURCE: https://support.google.com/analytics/answer/1033863?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  38. 38. Objective: Find Information FASTER Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  39. 39. Annotating Your Google Analytics Reports Why Annotations? • Document marketing campaigns • Website design and content changes • Website outages • Industry developments and competitor activity • Any other time-specific factor that could affect website behavior REFERENCE: https://blog.kissmetrics.com/google-analytics-annotations/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  40. 40. Annotating Your Google Analytics Reports Why Annotations? • Document marketing campaigns • Website design and content changes • Website outages • Industry developments and competitor activity • Any other time-specific factor that could affect website behavior REFERENCE: https://blog.kissmetrics.com/google-analytics-annotations/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  41. 41. Leverage Google Analytics Shortcuts Why Use GA Shortcuts? • Save navigational bookmarks for commonly accessed reports • Save configuration settings for specific segments of website information or target audiences SOURCE: https://support.google.com/analytics/answer/2676996?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  42. 42. Leverage Google Analytics Shortcuts Why Use GA Shortcuts? • Save navigational bookmarks for commonly accessed reports • Save configuration settings for specific segments of website information or target audiences SOURCE: https://support.google.com/analytics/answer/2676996?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  43. 43. Set Up & Send Automated Reports By Email Why Use Email Reports? • Save time in reconfiguring / revisiting popular reporting information • Set reminders to investigate trends and key priorities SOURCE: https://support.google.com/analytics/answer/1038573?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  44. 44. Set Up & Send Automated Reports By Email Why Use Email Reports? • Save time in reconfiguring / revisiting popular reporting information • Set reminders to investigate trends and key priorities SOURCE: https://support.google.com/analytics/answer/1038573?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  45. 45. Why You Should Use Intelligence Events SOURCE: https://support.google.com/analytics/answer/1320491 Why Intelligence Events? • Monitor your website's traffic to detect significant changes in performance, and generate alerts when those changes occur. Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  46. 46. How To Set Up Custom Alerts SOURCE: https://support.google.com/analytics/answer/1320491 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  47. 47. How To Set Up Custom Alerts SOURCE: https://support.google.com/analytics/answer/1320491 Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  48. 48. Custom Dashboards: Why You Should Use Them Why Use Custom Dashboards? • Dashboards provide a way to customize information and reporting, beyond standard Google Analytics charts and data sets SOURCE: https://support.google.com/analytics/answer/1068218?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  49. 49. Custom Dashboards: Why You Should Use Them Why Use Custom Dashboards? • Dashboards provide a way to customize information and reporting, beyond standard Google Analytics charts and data sets SOURCE: https://support.google.com/analytics/answer/1068218?hl=en Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  50. 50. Google Analytics: Tying This All Together Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  51. 51. Google Analytics: Tying This All Together Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  52. 52. Google Analytics: Tying This All Together Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  53. 53. Resources for More Advanced Users • Google Analytics Solutions Library – https://analytics.google.com/analytics/gallery/ • LunaMetrics Blog on Google Analytics – http://www.lunametrics.com/blog/ • Google Analytics Talk from Justin Cutroni (Analytics Evangelist at Google) – http://cutroni.com/ • Kissmetrics Blog on Analytics, Marketing, and Testing – https://blog.kissmetrics.com/ • KoMarketing’s B2B Online Marketing Blog & News – http://www.komarketingassociates.com/blog/ Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  54. 54. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: http://komarketing.com/analytics2016 Questions?
  55. 55. – We are active participants in a range of industry organizations & affiliations – We contribute to a range of leading publications and industry events Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  56. 56. What KoMarketing Does Derek Edmond • Managing Partner • @DerekEdmond Presentation: http://komarketing.com/analytics2016
  57. 57. Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing Presentation: http://komarketing.com/analytics2016 Thank You!

×