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Mastering Analytics and Integrations - Brightedge Share 2016 Speaking Engagement

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SEO Analytics is complicated. In this presentation, I talk about
- My experience working on both Analytics and SEO teams
- Challenges, opportunities and SEO Analytics best practices
- How to prepare your Web Analytics tool data for integration with Brightedge Page level reporting
- How to pull different data sources together to correlate and infer keyword performance
- How to leverage data to audit and identify problem areas of your site
- How to combine data sources to understand your SEO program’s business impact

Published in: Data & Analytics
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Mastering Analytics and Integrations - Brightedge Share 2016 Speaking Engagement

  1. 1. @brightedge #share16 Freddie Blicher | Sr. Manager Marriott/Ritz-Carlton Mastering Analytics and Integrations
  2. 2. @brightedge #share16  Sr. Manager, SEO - supporting Marriott & Ritz-Carlton  Worked in Web & Mobile Analytics – Implementation, QA & Reporting - Adobe, IBM Coremetrics, Google Analytics, Webtrends  Worked in SEO – Mobile, Local, Technical & Analytics integrations with Brightedge Linkedin.com/in/freddieblicher About me Mastering Analytics and Integrations
  3. 3. @brightedge #share16 SEO Analytics is Complicated Mastering Analytics and Integrations Analytics Tool Implementation Data Quality Analytics Team Secure Search Challenges
  4. 4. @brightedge #share16  How can we better optimize given these challenges?  How do we better correlate keyword rankings and landing page performance?  What view of our data can we use to audit and identify problem areas of our sites? SEO Analytics Opportunities Mastering Analytics and Integrations
  5. 5. @brightedge #share16 Mastering Analytics and Integrations What do we do and how do we get there?
  6. 6. @brightedge #share16 Mastering Analytics and Integrations Solution: Integrate your Analytics data with Brightedge
  7. 7. @brightedge #share16 SEO Analytics - Getting your data ready for integration Mastering Analytics and Integrations Step 3 Create Reports & QA data Step 2 Partner with your analytics team to create an accurate segment in your Analytics tool Step 1 Partner with analytics team to define reporting requirements and metrics (using direct metrics)
  8. 8. @brightedge #share16  Analytics tools typically have 2 different types of metrics - Direct & Associated/Participation  Direct Metrics  Participation Metrics  Example: Customer enters a page from Google and books a room for $100 – http://blogs.adobe.com/digitalmarketing/analytics/participation-inside- omniture-sitecatalyst/ Step 1: Metrics - Direct vs. Associated/Participation Mastering Analytics and Integrations
  9. 9. @brightedge #share16 Step 2: Segments can be complicated Mastering Analytics and Integrations
  10. 10. @brightedge #share16  Best practice for an SEO Segment in your Analytics tool: – Marketing channel is/contains Natural Search – If using tracking parameters (Google My Business, Yext) include in segment – Align with your Analytics team on 7 day last click, 30 day last click, Multitouch attribution – Device type is All Device Type or by device - Other (Desktop), Smartphone or Tablet devices – Define direct metrics by defining an action that happens only once per visit  Entry Page Step 2: Best practices for getting the right SEO data Mastering Analytics and Integrations
  11. 11. @brightedge #share16 Step 3: Create Analytics Reports & QA data Mastering Analytics and Integrations  Try to follow Brightedge recommended integration  Determine which tool to use to create reports  QA & Sanity Check your data
  12. 12. @brightedge #share16 Completing Brightedge Integration Mastering Analytics and Integrations Step 3 Launch final reports Step 2 Fill 2 weeks of data in Brightedge & QA - you don’t want to load all data and find issues Step 1 Engage with your Brightedge Integration team
  13. 13. @brightedge #share16 After Integration Mastering Analytics and Integrations  Brightedge page reporting integration with your analytics tool marries ranking data with page level analytics data
  14. 14. @brightedge #share16 Improved Page Level Reporting Mastering Analytics and Integrations  One combined view of ranking data with analytics data
  15. 15. @brightedge #share16 Mastering Analytics and Integrations How do we use this? Combine your data sources
  16. 16. @brightedge #share16 Step 1 Mastering Analytics and Integrations  Pull “Keyword Reporting” data from Brightedge
  17. 17. @brightedge #share16 Step 2 Mastering Analytics and Integrations  Pull your page’s meta data from your crawling tool
  18. 18. @brightedge #share16 Step 3 Mastering Analytics and Integrations  Pull “Page Reporting” data from Brightedge
  19. 19. @brightedge #share16 Step 4 Mastering Analytics and Integrations  Combine your data sources in Excel
  20. 20. @brightedge #share16 Thank You & Questions Mastering Analytics and Integrations

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