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Data, Meet Marketing - Utilizing Web Analytics

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Marketing and communications is expected to make data-driven decisions more now than ever before. This presentation will provide an overview of the fundamentals of the types of data, information, and methods that tools like Google Analytics can provide to inform and evaluate the effectiveness of a website. Presented at the Ohio Association of County Boards Annual Convention in 2014 by Shaun Holloway. @shaunholloway

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Data, Meet Marketing - Utilizing Web Analytics

  1. 1. Data, Meet Marketing Utilizing Web Analytics @shaunholloway
  2. 2. The Shift Paid TV Print Radio Events Display SEM/Online of the Marketing Strategy Owned Storefront Direct Mail/Email Website Social Network/Media Shifted Components Earned Word-of-Mouth Press Referrals On-site Comments Shares, Likes, RT’s Check-ins Ratings/reviews Mentions
  3. 3. Metrics and KPIs • What is important? # of followers, impressions, comments, … • The Value of a Follower Is it worth it? How do you know?
  4. 4. Metrics and KPIs Will vary relative to the tool, but… What goals do these metrics ALL strive to influence?
  5. 5. Typical Business Goals • Increase brand awareness • Drive leads in the pipelines • Drive traffic to website • Reduce customer service cost • Improve customer satisfaction • Improve customer retention • Increase sales
  6. 6. Typical Web Metrics • Website visitation and frequency • Popular web pages and/or posts • Where visitors came from • How long visitors stayed • What browser and OS are used • Where visitors are coming from
  7. 7. What To Track? Don’t mistake data, metrics, and KPIs for ROI. Metrics measure important points, but they don’t connect to dollar values. (Radian6, 2012) • What should be watched? • Are you able to make decisions?
  8. 8. High-level Content Report 13 months. What do you know?
  9. 9. What is Google Analytics? • Shows you the full customer picture across digital properties • Insights you can turn into real results Source: Google Analytics, http://www.google.com/analytics/why/index.html
  10. 10. What is Google Analytics? • The Bottom Line… Analytics make it easier to serve your current customers and win new ones. Source: Google Analytics, http://www.google.com/analytics/why/index.html
  11. 11. Web Analytics Advice • Learn what is possible • Plan website updates • Avoid the “single metric trap” • Avoid “data rabbit holes” Source: Google Analytics, http://www.google.com/analytics/why/index.html
  12. 12. Dashboards January 1, 2014 – November 24, 2014
  13. 13. Real-time Overview
  14. 14. Real-time Content
  15. 15. Intelligence Events
  16. 16. Audience Overview
  17. 17. Demographics
  18. 18. Location
  19. 19. Location
  20. 20. Language
  21. 21. New VS. Returning 40.1% 59.9%
  22. 22. Browser and OS
  23. 23. Mobile Devices
  24. 24. Mobile Fragmentation
  25. 25. User Flow – Country
  26. 26. User Flow – Source
  27. 27. User Flow – OS
  28. 28. Acquisition Source
  29. 29. Referral Sources Twitter
  30. 30. Behavior Overview WHY?
  31. 31. Site Content HOME
  32. 32. Content Drilldown
  33. 33. Landing & Exit Pages
  34. 34. Site Speed
  35. 35. Events & Conversions
  36. 36. Administration
  37. 37. Other Tools • Google Webmaster Tools • Bing Webmaster Tools • Server Logs • System Logs • Other Sources and Tools – Woopra, Facebook, YouTube, Twitter, Alexa, etc.
  38. 38. Slideshare.net/hawk9698 Data, Meet Marketing Utilizing Web Analytics @shaunholloway

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