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Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 1

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Melissa Martinez
Web Analytics Coach
Cooperate.NYC
Cohort 3 – Summer 2015
In Partnership with
BlueCherryGroup.com

Published in: Data & Analytics
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Intro to Web Analytics - Cooperate.NYC - Cohort 3, Summer 2015: Day 1

  1. 1. Welcome to Melissa Martinez Web Analytics Coach Cooperate.NYC Cohort 3 – Summer 2015 Web Analytics In Partnership with
  2. 2. + Professional Background Experience  Web Analytics  Copywriting  Paid Search  Content Management  HTML  Newsletters  Search Engine Optimization  Social Media  Adobe Photoshop, InDesign, Dreamweaver Summary  10 years Editorial  8 years Web Analytics  4 years Content Management  10 months Paid Search
  3. 3. + Professional Background Certifications Analytics 201: Comprehensive Training Cardinal Path July 2013 Google Analytics 301: Comprehensive Training Cardinal Path July 2013 Web Analytics Master Certification Market Motive December 2013 Google AdWords Fundamentals Certification Google March 2015 Google Shopping Certification Google March 2015 Work History  Blue Cherry Group  Caesars Entertainment  CBS Radio  Cengage Learning Publishing  Center for Sustainable Journalism  Creative Loafing Newspapers  Delos Living  L.A. Weekly  Las Vegas CityLife  Moguldom Media Group  Nerve.com  Thought Catalog
  4. 4. + Agenda Day 1: Intro to Analytics  Definition & Purpose  User Interface Navigation  Key Metrics & Dimensions Day 2: Analyzing Data  External Tools  Segmentation  Conversions & Attribution Day 3: Application & Reports  Actionable Insights  User Profiles  Reports
  5. 5. + Day 1: Intro to Web Analytics
  6. 6. + What is Web Analytics? Definition “Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results”. — Avinash Kaushik Digital Marketing Evangelist for Google, Author of Web Analytics 2.0, and Co-Founder of Market Motive
  7. 7. + Web Analytics Provides… Available Information  Demographics & Interests  Geographic Data  Technology & Devices  Traffic Sources  Pages Visited  Soft Conversions: Sign-Ups  Hard Conversions: Purchases Examples  Average Visitor Age  Average Visitor by City  Mobile vs. Desktop  Google / Organic  Most Popular Pages  Goal URLs  Days to Purchase
  8. 8. + Purpose: Leveraging Actionable Insights *Mock report using mock data
  9. 9. + How To Leverage Actionable Insights Analysis > Insights > Action  You can’t analyze if you don’t know what you’re searching for.  You can’t optimize if you have no direction.  You can’t lead if you can’t compete. Overview 1. Know your product. 2. Know your goal. 3. Know your market.
  10. 10. + Web Analytics 10-Step Plan 1. Study Site 2. Study Trends & Competitors 3. Ask Questions 4. Create Goals 5. Search For Answers 6. Segment Data 7. Analyze Findings 8. Implement Action Items 9. Evaluate Findings 10. Report Findings
  11. 11. + Key Terms: Ask, Measure, Compare Questions • Purpose: Why our site exists • Objective: What we want to do • Goal: How we are going to do that Measurement • Key Performance Indicator (KPI): How we measure our objectives • Targets: Values you have predetermined as indicators of success or failure • Benchmarks: A standard with which to evaluate performance of a similar nature • Segment: A collection of select data attributes categorized by dimensions Methodology • Acquisition: The activity you undertake to attract people to your site • Behavior: The activity people undertake on your site • Outcomes: Site activities that add value to your website Source: Market Motive
  12. 12. + Exercise 1: Ask Questions  Refer to Exercise 1 in your Workbook.  Go to www.cooperate.nyc  Take five minutes to study the site.  In your Workbook, write five questions about the site that you would like to measure.
  13. 13. + Google Analytics User Interface
  14. 14. + Google Analytics User Interface Source: Google Analytics Help https://support.google.com/analytics/answer/2604608?hl=en
  15. 15. + Google Analytics User Interface  Dashboards – A collection of customizable widgets that provides a quick overview of KPIs  Shortcuts – Customizable reports  Intelligence Events – Alerts and statistical variations  Real-Time – Reports real-time activity
  16. 16. + Google Analytics User Interface  Audience – Demographics  Acquisition – Where They Came From  Behavior – What Visitors View On Site  Conversions – What Visitors Do On Site
  17. 17. + Exercise 2: Navigate Google Analytics  Use the next 10 minutes to navigate the Google Analytics UI and familiarize yourself with some of its features.  Refer to Exercise 2 in your Workbook. Write down the first three sections you navigated towards.  Make a note of any sections or features you have questions about.  Prepare to discuss.
  18. 18. + Metrics & Dimensions
  19. 19. + Key Terms: Metrics & Dimensions Metrics  Quantitative (i.e., a Number)  Located in Columns  Examples:  Page Views  Pages per Visit  Time After Search  Bounce Rate  Unique Purchases  Conversion Rate  Product Revenue Dimension  Qualitative (i.e., Words)  Located in Rows  Examples:  Location  Visitor Type  Source / Medium  Campaign Name  Landing Page  Search Terms  Days to Transaction
  20. 20. + Key Metrics & Dimensions MetricDimension
  21. 21. + Key Terms: A Quick Intro – Part 1  Session - The period of time a user is active on your site or app. If a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.  Pageviews - An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.  Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com).  Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).  (not provided) - For this category, a user reached your paged, by an undefined keyword or phase. Example: Organic keyword or traffic encrypted by Google when user is logged into account. Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.
  22. 22. + Key Terms: A Quick Intro – Part 2  Landing Page - The pages through which visitors entered your site.  Ecommerce Conversion Rate - The percentage of visits that resulted in an e-commerce transaction.  Bounce Rate - Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).  In-Page Analytics – Uses heatmap graphics to analyze user page navigation  Last Click or Direct Conversions – The number of conversions for which this channel was the final conversion interaction. Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.
  23. 23. + Key Terms: See Workbook  Refer to the Glossary section in Workbook for full list of key terms.
  24. 24. + Exercise 3: Ask Questions, Pt. 2  Refer to Exercise 1 in your Workbook.  Pick one of the five questions you wrote in Exercise 1.  Find the answer to one of the questions from Exercise 1 using Google Analytics.  You may rephrase the original question using your knowledge of web analytics.  Visit www.cooperate.nyc if you need any additional information.  Write your question and findings in Exercise 3 of your Workbook.
  25. 25. + Exercise 4: Import a Dashboard  Go to bit.ly/ImportDashboard  Use the filters on the navigation bar to locate a Dashboard that can help answer the question from Exercise 3.  Once you locate a Dashboard that meets your needs, click “Import”. Select your site from the drop-down menu. Click “Create”.  Take five minutes to review and evaluate the Dashboard’s metrics and KPIs.  Prepare to discuss.
  26. 26. + Day 1 Wrap-Up: Questions
  27. 27. + Day 1 Presentation: Shortlinks PowerPoint Presentation  bit.ly/COOPc3WebAnalyticsPPT Web Analytics Reference Guide  bit.ly/COOPc3WebAnalyticsGuide Web Analytics Workbook  bit.ly/COOPc3WebAnalyticsWorkbook

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