Analytics Intro Jun09

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Introduction to Google Analytics for the hospitality industry (but really the same basics for almost everyone).

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Analytics Intro Jun09

  1. 1. What is Your Website Doing Right Now? Using FREE Tools to Make Your Hospitality Website Do More Work
  2. 2. Why we are here: To Get More Leads and Sales From Your Website <ul><li>Increase qualified traffic </li></ul><ul><li>Encourage people to use your site -- use more pages, more easily </li></ul><ul><li>Collect more qualified leads </li></ul><ul><li>Conversions: Get more sales and actions we want from people </li></ul>
  3. 3. A Continuous Process of Improvement <ul><li>Start with your business objectives </li></ul><ul><li>Translate them into things you can achieve online </li></ul><ul><li>Monitor outcomes , make changes, and start over </li></ul>
  4. 4. Some Ways to Use the Data <ul><li>Discover where your traffic comes from and identify where you can (should) get more </li></ul><ul><li>Choose paid listings (like bbonline.com) based on traffic and conversions </li></ul><ul><li>Find out what pages visitors use and whether they like them - improve them if needed </li></ul><ul><li>Determine whether ads are effective </li></ul><ul><li>What keywords do people use to find you? Are they the right ones leading to sales? </li></ul>
  5. 5. Why Google Analytics?
  6. 6. Google Tools: Free, and Good
  7. 7. Set Up Google Accounts <ul><li>Begin with Basic Google Account - use one login for ALL Google services </li></ul><ul><li>Next set up AdWords account: this is a Pay Per Click ad account but you do NOT have to run ads </li></ul><ul><li>Then set up Analytics from the AdWords screen -- this makes any future AdWords tracking data automatic </li></ul><ul><li>Webmaster Tools </li></ul>
  8. 8. Set Up the Basic Account <ul><li>Click on sign in upper right corner </li></ul><ul><li>On the next screen either log in to your account or register for one </li></ul><ul><li>Registration requires a working email address that is permanent and assigned to account </li></ul>
  9. 9. One Account, Many Services
  10. 10. Install Analytics Tracking <ul><li>Copy and paste tracking script onto EVERY page you want to track (your webmaster knows how) </li></ul><ul><li>Special cases </li></ul><ul><ul><li>Multiple domains </li></ul></ul><ul><ul><li>Outbound “pageviews” </li></ul></ul><ul><ul><li>Flash, AJAX and other fancy stuff </li></ul></ul>
  11. 11. Analytics is Live!
  12. 12. Define Your Site’s Objectives <ul><li>Reservations </li></ul><ul><li>Submit contact form </li></ul><ul><li>Download brochure or other brand tool </li></ul><ul><li>Get telephone calls </li></ul><ul><li>Sign up for emails </li></ul><ul><li>Join us on social network </li></ul>
  13. 13. Measuring “Goals” in Analytics <ul><li>A Goal can be any page a visitor can view </li></ul><ul><li>Ideally: measure the THANK YOU page to an action you want the visitor to take </li></ul><ul><li>Analytics connects Goal attainment to other measures to help you see what works, what doesn’t </li></ul>
  14. 14. Reservations: A Special Case <ul><li>Jackrabbit : some reports from Analytics, plus Jackrabbit’s own data </li></ul><ul><li>Other reservation engines: You get their reports, but visibility in Analytics is usually limited </li></ul><ul><li>Some res engines will work with you to set up tracking </li></ul>
  15. 15. Days Inn Morro Bay <ul><li>Jackrabbit is a major referral and reservations source for Days Inn </li></ul><ul><li>By the numbers supplied in Jackrabbit report: </li></ul><ul><ul><li>517 clicks to site through April </li></ul></ul><ul><ul><li>143 reservations yielding 197 room nights </li></ul></ul><ul><ul><li>Per reservation cost: $3.07 </li></ul></ul>
  16. 17. How Much Traffic?
  17. 18. Trends and Comparisons! <ul><li>Analytics can give you any time frame you want, compared to similar past period </li></ul><ul><li>Online data is NOT pinpoint accurate: look at the progress over time, comparisons between similar sources, and conversions </li></ul>
  18. 19. Traffic Sources: Something You Can Effect <ul><li>Direct : people who know you from offline marketing or email </li></ul><ul><li>Search Engines : Natural or Pay Per Click (paid) visitors - from a KEYWORD </li></ul><ul><li>Referring Sites : Inbound links sending traffic </li></ul>
  19. 20. Traffic Sources Navigation <ul><li>All major traffic sources listed in drop down menu </li></ul><ul><li>Note all 3 major source types: SE, Referral, Direct </li></ul><ul><li>Integrates AdWords PPC </li></ul><ul><li>See keyword source </li></ul>
  20. 21. Referrals from Other Websites
  21. 22. Referrals from Jackrabbit <ul><li>Jackrabbit referrals have the URL: sanluisobispo-trips.com </li></ul><ul><li>Total referrals from the SLOCVCB is the sum of Jackrabbit + VCB website </li></ul><ul><ul><li>Referrals from sanluisobispocounty.com = 358 </li></ul></ul><ul><ul><li>Referrals from sanluisobispo-trips.com = 193 </li></ul></ul><ul><ul><li>Total VCB referrals = 551 </li></ul></ul>
  22. 23. Track Keywords
  23. 24. What Content do People Use?
  24. 25. Make a Monthly Traffic Report <ul><li>See handout for one style </li></ul><ul><li>Analytics can generate reports instantly (see next slide) </li></ul><ul><li>What’s important about this: </li></ul><ul><ul><li>Keep your attention on the results - KNOW if you are improving or not </li></ul></ul><ul><ul><li>Use the data to identify action items to add, change or drop </li></ul></ul>
  25. 26. Export Reports from Analytics <ul><li>Make the report you want in Analytics </li></ul><ul><li>Export to PDF, CSV or other file type you want to use </li></ul>
  26. 27. Issues in Analytics: Help
  27. 28. Thank You! Remember: Internet Marketing rewards attention, persistence, and consistency.

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