Geary LSF University Presents: Analytics Basics


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Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.

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  • Thanks for joining the analytics session.We are going to cover a range of topics during theses sessions from the specific Google Analytics, or GA, capabilities, talk about some case studies that are a little out of the norm and also talk about the context for using analytics.While we are going to focus a lot on GA, the principals that we cover apply to all analytics tools. They do essentially the same thing, but in different ways.much of the content, we will present as if you are the end user. This is to put you in the mind set of the client.
  • Before we get into analytics, we're going to spend a bit of time on KPIs. Almost everyone knows that Key Performance Indicators are talked about a lot. But, sometimes we have to take a step back and understand the nuance of KPIs. We are going to look at them from a couple of perspectives:1) Traffic version conversion2) Performance (what your measured by) vs management KPIs (used to direct your efforts).3) Cascading KPIs. Ensuring that your relavent to your boss's efforts. This we'll touch on here, but in a later session, there will be a section covering this specifically.
  • as we look at the site KPIs, we can divide them into two categories: Traffic and Conversion. You see some examples of each here. As you loo at your programs, there may be others that you view as important. One of the things we need to keep in mind is that, while we create these categories, the two are very tightly connected. The quality of the traffic driven can greatly affect the conversion KPIs, and the buy flow or funnel quality can have an impact on the efficiency of your traffic drivers.Key here is to focus on those KPIs that you can affect with your day-to-day actions.
  • We all deal with different levels of KPIs. The Performance KPIs, and the management KPIs.Performanc KPIs are the ones that we review annually, quarterly or sometimes monthly. These are directly related to the company goals / KPIs.For most of us, we look at management KPIs much more often. These are the numbers that our actions directly affect and that we use to decide what our next actions should be.For instance, if a PPC manager is responsible for specific revenue targets, Revenu is the performance KPI.But, the manager will use other KPIs like conversion rates, CTR, cost per click, etc to manage their activities in an effort to hit the performance targets.
  • By setting up your KPIs, you can keep yourself focus, not get distracted. Your performance KPIs are the ones that are used to determine if your are doing a good job.The managing KPIs are the ones you use to assess you actions – is your daily activity having the impact to achieve your performance goals (KPIs).
  • The early marketing for porsche was focused on the young single guy. But they grew up, had families and started looking at other cars. So, porsche created
  • [Video embedded]It was a place for owners with families to load videos and photos and share stories about how they use the car every day. Porsche used offline media to target metro areas to encourage up loads for owners, and then target prospects to be driven to the site as well. They used Spot TV, direct mail, and local print.
  • [Video embedded]They were then able to go into Google analytics and see where users were coming from.
  • Quiz Question: What are the five primary UTM parameters for Google Analytics[Walk viewers through the video]In GA you can see the utm dimensions at the different levels You can also see different metrics for each dimension as well.We can then build reports out of these dimensions.
  • When we talk about reporting, we will discuss Custom Segment. But, I wanted to give you a preview into how you can practically apply the UTM parameters to create an analysis. By creating a convention for naming content (Ads / Content in this case), we can identify two segments and compare their impact and performance matrix to each other, or against a control group. Elaborate on some applications…Display >> track creative variationsEmail >> track creative versions (text vs. html) or identify different links (header link, button link, body link, footer link)Social Media >> track time of posts or the phrasesThen you can use the All Traffic Sources report to view the Ad Content values.
  • Upon selecting the custom segment, all our reporting will break out the performance of these two segment for comparison. This can be used in many different ways to compare different groups of traffic.
  • You can collect/insert almost any kind of custom data into Google Analytics; As long as the data is available to you in the source code of a web page you can pass it to Google Analytics via a custom variable.
  • Custom variables can be set to identify which user experience a visitor had and how this relates to the conversions. Puma used this to tag one of four versions and then tracked the users, monitoring and benchmarking their performance against each other to optimize their efforts.
  • There are 4 parts to a custom variable:1. The name of the variable2. The values for each variable3. The index or slot of the variable4. The scope of the variable
  • Quiz Question: Name 4 uses for custom variables (adobe eVars).
  • La Tienda used custom events, triggered by the ZIP field to see how people responded to the shipping rate differences. Within a radius of the primary shipping location, they have a flat rate. But, beyond that, they were variable. What they found is that people were dropping out of the buy flow, but more often at the variable shipping zone. So, they switched to two flat rates. They found that it was not expensive shipping, but the fact that people did not know what the shipping costs were going to be until too far in the buy flow.
  • Quiz questions: What are 3 things you would set up for tracking as events on a web site.
  • And, so that wraps up this first session of Analytics Basics. I hope you now have a better sense of how to start thinking about analytics. Start crafting your mind from your client’s perspective when broaching the topics of KPIs, inputs and outputs to get the most of GA, some levels of customizations to enhance out-of-the-box features to think about.
  • Geary LSF University Presents: Analytics Basics

    1. 1. ANALYTICS
    2. 2. THE PROGRAM
    3. 3. » Today» KPIs» Inputs» UTM» Custom variables» Event» Virtual Pages» Custom Variable» Events» Upcoming» Goals & Conversionfunnels» E-commerce» Reporting» Segments» Dashboards» GA Profiles» Beyond Analytics» Information types» Roles» Context
    4. 4. QUESTIONS ANALYTIC CAN ANSWER» With the proper set up…Traffic SourcesDirectReferraldomainsCampaignsSocialSearch, Organic & paidContentLanding PagesClick pathpagesExit pagesSite speedPage drill downsVisitorsLanguageNew visitorsRepeat visitorsLocationTime on SiteE-commerceRevenueProductsCategoriesby dimensionsEngagementVideosContent typesApplications / ToolsSite OptimizationFunnel / path analysisGoalsFall-outBrowsersDevicesOp system
    5. 5. KPIS
    6. 6. KPIS – ONE WAY TO LOOK AT THEM» Traffic Focused» Visits» Bounce Rate» Page views / visit» Device metrics» Visits» Revenue» Social metrics» Share of visits by property» Conversion Focused» Sales» Revenue» LTB%» AOV» % Product page views» Cart start» Cart abandonment» Cart completion
    7. 7. KPI LEVELS» Company KPIs» Objectives for the company» Performance KPIs» These are the KPIs by which you are judged.» Revenue» Growth» ROAS» Management / Managing KPIs» These are the KPIs that you use to target your performance KPIs» CPC» Conversion rates» Clicks / traffic» Rankings» …» By managing the combination of these KPIs, you can plan and achieveyour performance targets.7
    8. 8. YOUR KPIS» How are you measured / What areyour performance KPIs?» What are your Managing KPIs?» Are they aligned?» Who do you influence?» Who influences you?
    9. 9. BUSINESS CASE: PORSCHE DRIVES OFF-LINE ON-LINE» Image correction: every day» TV, Print & DM» Drive to site» Capture uploads» Locations upon submit» Engagement with videoand interaction» Track online leads to maildrops
    10. 10. PORSCHE SITE10
    12. 12. CONTROL THE INPUTS» Starting from the same place, going the same direction
    13. 13. CONTROL THE INPUTS» UTM parameters / Tracking codes on destination URLs» Custom Variables» Events / virtual pages
    14. 14. UTM PARAMETERS» Tracking the inbound links
    15. 15. UTM PARAMETERS/ TRACKING CODESCampaign Name (utm_campaign) Used for campaign / program analysis. Use utm_campaign to identifya specific product promotion or strategic campaign.Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newslettername, or other source.Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email orcost-per- click.Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for thisad.Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content todifferentiate ads or links that point to the same URL.• Track and analyze inbound marketing• Append to destination URL• Tracked within Google Analytics & Adobe
    16. 16. UTM PARAMETERS
    17. 17. UTM PARAMETERS» The utm_content parameter value appears in the “AdContent” dimension. This can be used to create customsegments (which will be covered in more detail with reports).
    18. 18. UTM PARAMETERS» By using the utm_content parameter with good namingconventions, we can create segments for clean reporting
    19. 19. campaign medium source content termboardshorts_a ppc google textad1 term1boardshorts_a ppc yahoo textady1 term1boardshorts_b display_premium espn bs1_480x55boardshorts_b display_dsp dataxu bs1_480x55boardshorts_b display_dsp adroll bs2_480x55boardshorts_b email members bs2_copy1boardshorts_b email members bs2_copy2,default,sc.html?utm_campaign=boardshorts_b&utm_medium=email&utm_source=members&utm_content=bs2_copy2UTM PARAMETERS
    20. 20. CUSTOM VARIABLES» Every site is unique, so are the visitors
    21. 21. BUSINESS CASE: PUMA CUSTOM VARIABLE» Google Analytics Case Study: Puma» Visitor level Custom Variable» Based on site category» Tracked variable value to goals» Improved conversions by over 7%
    22. 22. HOW?» Seeing Custom Variables in Google Analytics_setCustomVar(1,experience, Version-0,1)_setCustomVar(1,experience, Version-1,1)_setCustomVar(1,experience, Version-2,1)_setCustomVar(1,experience, Version-3,1)
    23. 23. CUSTOM VARIABLES» Unique characteristics» Viewed certain type of content» Made a purchase» Subscribers / members» User provided information» Applied at different levels» Visitor» Session» Page
    24. 24. CUSTOM VARIABLES/ EVARS/ SPROPS SCOPES» Visitor» Stored in cookies» Carries across session» Session» Set when visiting site» Persists across pages, butcloses when user leaves /times out» Page» Applied at page.Adobe: (custom) Traffic Variable / sPropsAdobe: Conversion Variable / eVars
    25. 25. CUSTOM VARIABLES» There are 5 slots (Keys) available for custom variables in thefree GA account (50 in enterprise)» Custom Dimensions / Metrics - GA» 20 each» Beta release in Universal Analytics_setCustomVar(index[1-5], name, value, opt_scope[1-3])
    26. 26. CUSTOM VARIABLE / EVARS» Keep scope manageable and actionable» Create based on targetable segments» Too small, too short term not key targets» Plan scopes with intended actions» Common applications:o Membership Levelso Content category Interestso Initial source / Referralo Purchase / Ecommo Loyalty /Frequencyo Shareso Leadso Customer Serviceo Testingo Items in Cart
    27. 27. EVENTS» Tracking non-page activity
    28. 28. EVENTS SET FOR TESTING» Event – tide to shopping cartAdd» Abandonment rate high forsome areas» Based on region / geography» Split into A and B» Measured impact of Shippingrates» Decreased abandonment ratesby 70% in region Bcategory: cartaction: addlabel: region [a|b]
    29. 29. EVENTS» Special tracking set up for non-page actions» Video play» Social sharing» Slide bar» Image rotor
    30. 30. EVENTS» Event attributes» Category» Action» Label (optional)» Value (optional)» Non-interaction (not used inbounce rate)» Example values» Video, image_rotate, slide» [play,pause],[front,back],[right,left], click» page_1, item_type, category» 1,2,3, {downloadTime}» T/F_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
    31. 31. EVENTS TO TRACK FUNCTIONS» Clicks that don’t render a new page, but change the existing_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)category: item_viewaction: frontaction: backaction: designlabel: boys_shirt
    32. 32. EVENTS IN THE UI» Events Reporting
    33. 33. CREATING EVENTS» Develop a common convention» Apply to all like elementsExamples Item EventCategoryActionsVideos video_player play, pause, stopSocial social_share shared_fbshared_twshared_pin
    34. 34. VIRTUAL PAGES» “Page like” content that does not render a page» AJAX event pages» Steps in a buy-flow» Google Analytics Virtual Page» Create “fake” page» _gaq.push([_trackPageview, /funnel_G1/step3.html]);» Unique to step
    35. 35. » In summary:» KPIs» Inputs» UTM» Custom variables» Event» Virtual Pages» Custom Variable» Events» Future topics:» Goals & Conversionfunnels» E-commerce» Reporting» Segments» Dashboards» GA Profiles» Beyond Analytics» Information types» Roles» Context
    36. 36. THANK YOU
    37. 37. » End of first session40