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Intro to Web Analytics - www.Cooperate.NYC - Cohort 3, Summer 2015: Day 2

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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 - www.Cooperate.NYC - Cohort 3, Summer 2015: Day 2

  1. 1. Welcome to Melissa Martinez Web Analytics Coach Cooperate.NYC Cohort 3 – Summer 2015 Web Analytics In Partnership with
  2. 2. + Agenda Day 1: Intro to Analytics  Definition & Purpose  User Interface Navigation  Key Metrics & Dimensions Day 2: Gathering Data  External Tools  Segmentation  Prepping for Reporting Day 3: Application & Reports  Actionable Insights  User Profiles  Reports
  3. 3. + Day 2 Presentation: Shortlinks PowerPoint Presentation  bit.ly/COOPc3WebAnalyticsPPT2 Web Analytics Reference Guide  bit.ly/COOPc3WebAnalyticsGuide Web Analytics Workbook  bit.ly/COOPc3WebAnalyticsWorkbook2
  4. 4. + Day 2: Agenda  Part 1: Review  Exercise 1: UI Navigation Practice  Part 2: External Web Analytic Tools  Part 3: Segmentation  Exercise 2: Segmentation  Part 4: Prepping for Reporting  Exercise 3: Prepping for Reporting  Wrap-Up: Questions  External Resources
  5. 5. + Part 1: Review 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 Key Terms: Web Analytics
  6. 6. + Part 2: Review 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., a Word)  Located in Rows  Examples:  Location  Visitor Type  Source / Medium  Campaign Name  Landing Page  Search Terms  Days to Transaction Key Terms: Google Analytics
  7. 7. + Exercise 1: Google Analytics UI
  8. 8. + Exercise 1: Google Analytics UI  Refer to Exercise 1 in your Workbook.  Go to www.google.com/analytics. Select New Classrooms from the drop down menu.  Using Google Analytics, answer the 10 questions listed on Exercise 1 as they relate to New Classroom.  Time: 10 minutes  Prepare to discuss.
  9. 9. + Exercise 1: Google Analytics UI Questions: 1. Set the date range for June 1, 2015 – June 23, 2015. 2. What is the percentage of New vs Returning Visitors? 3. What is the Bounce Rate? 4. What is the most common age range? 5. What is the leading Interest for All Sessions?
  10. 10. + Exercise 1: Google Analytics UI Questions: 6. Where does Mobile fall for leading Device Category and what is its respective Bounce Rate? 7. What is the first and sixth Source / Medium? 8. Of those Source / Medium that you found, what is each of their Bounce Rate, Pages / Session, and Avg. Session Duration? 9. What are the top three Landing Pages? 10. What is the Avg. Pageload Time for the homepage?
  11. 11. + Exercise 1: Google Analytics UI Answers: 1. Set the date range for June 1, 2015 – June 23, 2015. Done. 2. What is the percentage of New vs Returning Visitors?  New: 66.9% vs. Returning: 33.1% 3. What is the Bounce Rate? 64.28% 4. What is the most common age range? 25 – 34 5. What is the leading Interest for All Sessions? Techophiles.
  12. 12. + Exercise 1: Google Analytics UI Answers: 6. Where does Mobile fall for leading Device Category and what is its respective Bounce Rate?  Mobile: Second, after Desktop. Bounce Rate: 70.57% 7. What is the first and sixth Source / Medium?  Google / organic  Bing / organic
  13. 13. + Exercise 1: Google Analytics UI Answers: 8. Of those Source / Medium that you found, what is each of their Bounce Rate, Pages / Session, and Avg. Session Duration?  Google / Organic  Bounce Rate: 60.68%  Pages / Session: 1.90  Avg. Session Duration: 1:54  Bing / Organic  Bounce Rate: 39.29%  Pages / Session: 2.36  Avg. Session Duration: 1:22
  14. 14. + Exercise 1: Google Analytics UI Answers: 9. What are the top three Landing Pages?  Homepage  Reimagine  Team  Believe 10. What is the Avg. Pageload Time for the homepage?  2.02 seconds
  15. 15. + Part 2: External Tools Competitors, Trends & More
  16. 16. + External Tools: Competitors, Trends & More Name Purpose Site Google Trends* Keyword Trends google.com/trends SpyFu* Competitor Data spyfu.com iperceptions* Customer Satisfaction iperceptions.com/en/4q User Testing* UX + Task Completion Analysis usertesting.com Optimizely Customer Satisfaction optimizely.com Compete Competitor Data compete.com Google AdWords Keywords + Competitor adwords.google.com * Free or affordable. Recommend.
  17. 17. + Part 3: Segmentation
  18. 18. + Segmentation Segment - A subset of information that shares common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis.  Examples:  Age of Converters vs. Age of Non-Converters  Location of Converters, Age 55 and up  Average Bounce Rate during Memorial Day Sitewide Campaign  Users who purchased in NYC and speak Mandarin
  19. 19. + How to Segment: In-Person Visual
  20. 20. + Exercise 2: Segmentation  Refer to Exercise 2 in your Workbook.  Go to www.google.com/analytics. Select New Classrooms from the drop down menu.  Using Google Analytics, follow the segmentation steps listed and answer the questions as they relate to the client.  Time: 5minutes  Prepare to discuss.
  21. 21. + Part 3: Prepping for Reporting
  22. 22. + Prepping for Reporting  Report styles vary based on company and client needs.  However, effective reporting must always start with: 1. Asking questions 2. Setting goals
  23. 23. + Exercise 3: Prepping for Reporting  Refer to Exercise 3 in your Workbook.  Go to www.google.com/analytics. Select your client from the drop down menu.  Using Google Analytics, answer the questions on Exercise 3 as they relate to your client.  Time: 15 minutes  Prepare to discuss.
  24. 24. + Day 2 Wrap-Up: Questions
  25. 25. + External Resources: Web Analytics Web Analytics: Key Definitions, Metrics, Dimensions & More  http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics- kpis-dimensions-targets/  http://www.kaushik.net/avinash/smart-analytics-dashboard-modules- insightful-dimensions-best-metrics/ Key Performance Indicators (KPIs)  http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large- business/  http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/ How To Create a Digital Marketing Measurement Model  http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/  http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/
  26. 26. + External Resources: Google Analytics Google Analytics Tracking Implementation  https://support.google.com/analytics/answer/1008080?hl=en#GA  https://developers.google.com/analytics/devguides/collection/analyticsjs/ Google Analytics Features  http://www.google.com/analytics/features Import Custom Dashboards & Reports & Segmentations  https://www.google.com/analytics/gallery  https://www.google.com/analytics/gallery/#posts/search
  27. 27. + External Resources: Google Analytics Special Custom Features & Tracking Google AdWords Campaigns  https://developers.google.com/analytics/devguides/collection/gajs/g aTrackingCampaigns Custom Variables  https://developers.google.com/analytics/devguides/collection/gajs/g aTrackingCustomVariables URL Builder  https://support.google.com/analytics/answer/1033867?hl=en
  28. 28. + External Resources: Google Analytics Special Custom Features & Tracking Events  https://support.google.com/analytics/answer/1033068?hl=en Goal URLs  https://support.google.com/analytics/answer/1032415?hl=en UTM Parameters  https://support.google.com/analytics/answer/1033863?hl=en Experiments  https://developers.google.com/analytics/solutions/experiments
  29. 29. + External Resources: Education Analytics Academy  https://analyticsacademy.withgoogle.com/explorer Analytics IQ Study Guide https://support.google.com/analytics/topic/6083717?hl=en

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