Google Analytics Presentation

8,447 views

Published on

2009 GHTA Conference Presentation

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
8,447
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
354
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Google Analytics Presentation

  1. 1. Google Analytics Powerful Data That Can Drive Effective Business Decisions Marco Reginelli Account Executive, Google November 21st, 2009 Google Confidential and Proprietary
  2. 2. Five challenges with data 1. Not enough of it 2. Too much of it 3. Don’t trust it 4. Don’t know what to do with it 5. We go with the HIPPO anyway Google Confidential and Proprietary 2
  3. 3. Data can answer... How do people find me online? Who are they? Where do they come from? Do they like me? Are they a valuable customer? How do I stack up against the competition? How can I plan for the future? Google Confidential and Proprietary 3
  4. 4. Where does the data live? Web logs Spreadsheets Desktop databases Online analytics products 3rd party aggregators Google Confidential and Proprietary 4
  5. 5. Google Analytics is FREE Google Confidential and Proprietary 5
  6. 6. HOW DO PEOPLE FIND ME ONLINE? Google Confidential and Proprietary
  7. 7. Direct Traffic Users who have memorized your URL or have you bookmarked. Google Confidential and Proprietary
  8. 8. Google Analytics: Direct Traffic Google Confidential and Proprietary
  9. 9. URL Amnesia Dash? Dot/Underscore? www.topnotchdoggrooming sf online.com Two “G”s? .net .biz? Google Confidential and Proprietary 9
  10. 10. Search Engine Traffic Google Confidential and Proprietary
  11. 11. Google Analytics: Search Engines Google Confidential and Proprietary
  12. 12. Referral Traffic Google Confidential and Proprietary
  13. 13. Google Analytics: Referring Sites Google Confidential and Proprietary
  14. 14. Other Tools: Google.com Link Operator www.google.com Google Confidential and Proprietary
  15. 15. Ad Traffic Google Confidential and Proprietary 15
  16. 16. Google Analytics: AdWords Campaigns Google Confidential and Proprietary 16
  17. 17. Keyword Traffic Google Confidential and Proprietary
  18. 18. Google Analytics: Keywords Google Confidential and Proprietary
  19. 19. Other Tools: Search Based Keyword Tool www.google.com/sktool Google Confidential and Proprietary
  20. 20. WHO ARE THEY? Google Confidential and Proprietary
  21. 21. Google Analytic: New vs Returning Visitors Google Confidential and Proprietary 21
  22. 22. Other Tools: Quantcast.com Google Confidential and Proprietary Also use www.google.com/adplanner
  23. 23. WHERE DO THEY COME FROM? Google Confidential and Proprietary
  24. 24. Geographic Traffic Google Confidential and Proprietary
  25. 25. Google Analytics: Map overlay Google Confidential and Proprietary
  26. 26. Other Tools: Google Insights for Search www.google.com/insights/search Google Confidential and Proprietary
  27. 27. DO THEY LIKE ME? Google Confidential and Proprietary
  28. 28. Google Analytics: Top Content Evaluate Bounce Rates Compare performance to site averages Google Confidential and Proprietary
  29. 29. Google Analytics: Navigational Analysis Google Confidential and Proprietary
  30. 30. Google Analytics: Engagement Stats Pageviews Bounce Rates Average Time on Site Loyalty Google Confidential and Proprietary
  31. 31. Google Analytics: Goals & Funnels Google Confidential and Proprietary
  32. 32. ARE THEY A VALUABLE CUSTOMER? Google Confidential and Proprietary
  33. 33. Google Analytics: Ecommerce Reports Google Confidential and Proprietary 33
  34. 34. Google Analytics: Advanced Segments Google Confidential and Proprietary 34
  35. 35. HOW DO I STACK UP AGAINST THE COMPETITION? Google Confidential and Proprietary
  36. 36. Google Analytics: Benchmarking Google Confidential and Proprietary 36
  37. 37. Competitive Landscape: Compete.com Google Confidential and Proprietary
  38. 38. Competitive Landscape: Quantcast.com Google Confidential and Proprietary
  39. 39. HOW CAN I PLAN FOR THE FUTURE? Google Confidential and Proprietary
  40. 40. Demand: Google Insights for Search Google Confidential and Proprietary
  41. 41. FINAL TIPS Google Confidential and Proprietary
  42. 42. #1 Don’t be slave to the data Spend time on analysis and make quick, informed decisions. Let the data work for YOU! Google Confidential and Proprietary
  43. 43. #2 Separate the outliers from the expected data Indentify the clear trends, but don’t forget the possible gems in the outliers Google Confidential and Proprietary 43
  44. 44. #3 Test the big ideas A The web is fast and easy place to test ideas and products B Google Confidential and Proprietary 44
  45. 45. #4 Be careful of the HiPPO Try to make data-driven decisions Highest Paid Person’s Opinion Google Confidential and Proprietary
  46. 46. Creating a data driven culture • Give access to data • Have a great idea? Sell it with data • Measure all functions of the business (Qualitative and Quantitative) • A/B test whenever possible • Ask, “What does the data say?”...if inconclusive, dig deeper, or consider ways to get the data • Reward employees who use data to advance your business Google Confidential and Proprietary 46
  47. 47. Q&A Google Confidential and Proprietary

×