Google Analytics 101 for marketers -


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This session is designed for those who are new to Google Analytics and are interested in learning how to use it to better understand and improve their digital presence. You will learn how to set up an account and understand basic terminology, as well as how visitors found your site and what they did while they were there. You’ll get some information about their location, their languages and their loyalties, and you’ll also learn to segment your visitors and measure whether your site achieved its goals. The slides shows how to gain insights on sites with more than 2 Million unique visitors monthly.

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  • Hi, My name is Ahmed Gomaa, a little background about me, I got my PhD in Managt with a focus on IT from Rutgers University, I have a number of published patents in the area of online marketing and I am the president of iMediaStreams, an online marketing company with offices in NJ and in Cairo.
  • First we will go over analytics as an overview, with some key word used.
  • The reason why this is important, because most of us online, would like to better know our visitors and prospective clients.
  • And then , we would like to know how they found us and reached to our page
  • We would like to know how we can segment them into different buckets to be able to undrestand the behavior of each segment and measure it’s performance and benchmarks
  • Those bench marks are the business goals that we would like to achieve from our website, whether it is subscription number to our blog readers, number of downlaods to our podcast or white paper or buying a product or a service.
  • As we already know online is becoming a major part of our daily life, and this is why every big marketing campaign today has an online heart where all mediums push the audiences online. This is becoming more true because of the digitatzation of the different mediums such as TV, Press, Radio,…
  • Avinash presented this framework couple of years ago.
  • This is the basic dashboard of Google Analytics, for one of our related sites. On the top part of the dashboard, you can see the date range, then an overview of the site usage, such as the number of visits, how many pages are views, the average number of pages viewed per visit, how many exit from the home page , the average time spend on the website and the number of new visits, we also know came that we have 2.1 Mn visitors mainly from Egypt, where they came to us by direct traffic, links or using search engines. And we see that the main os for cell phones is symbian OS, followed by iphone then black berry. On the left hand side, the rreports are divided into groups. The dashboard, can be customized based on our own needs, and our role using Google Analytics.
  • Google Analytics 101 for marketers -

    1. 1. Dr. Ahmed Gomaa IMC Weekend Sessions . West Virginia University Google Analytics 101 For Marketers  
    2. 2. Analytics
    3. 3. Who is your visitor?
    4. 4. How did your visitor find you?
    5. 5. Segmentation
    6. 6. Goals
    7. 7. Online is the heart of any big campaign Online Digitization of other media is taking place Digitization of other media is taking place Mobile
    8. 8. Content <ul><li>01 An overview of Google Analytics </li></ul><ul><li>02 Who is your Visitor. </li></ul><ul><li>03 How did your visitor found you. </li></ul><ul><li>04 Segmentation. </li></ul><ul><li>05 Goals. </li></ul>Analytics Overview
    9. 9. Analytics Framework Google Analytics Google Analytics GWO - Surveys You! GWO - Surveys
    10. 10. <ul><li>Analytics summarizes the activities that occurred on your site, starting from how your visitors found you till the moment they left your site. </li></ul>
    11. 13. Cookies Is a small amount of text data given to a web browser by a web server. The data is stored on a user's hard drive and is returned to the specific web server each time the browser requests a page from that server.
    12. 14. Impression <ul><li>Is a display of a referral link or advertisement on a web page. </li></ul>
    13. 15. Click ≠ Page View <ul><li>Click </li></ul><ul><li>Is a single instance of a user following a hyperlink from one page in a site to another. </li></ul><ul><li>Page view </li></ul><ul><li>Is the number of page views for your site. </li></ul>
    14. 16. CTR ≠ Conversion <ul><li>Click-through Rate </li></ul><ul><li>(CTR) The number of times an ad/link is clicked on, divided by the number of impressions it receives. For example, if an ad is shown 20 times and receives 3 clicks, the click-through rate is 3/20, or 15% </li></ul>
    15. 17. Visit = Unique Session <ul><li>Visits </li></ul><ul><li>The number of times your visitors has been to your site ( unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session. </li></ul><ul><li>Session </li></ul><ul><li>A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. </li></ul>
    16. 18. KPI <ul><li>A performance indicator or key performance indicator ( KPI ) is a measure of performance </li></ul>
    17. 19. Source: Online Google Presentation
    18. 20. Create New Account
    19. 21. Insert Site information
    20. 22. Insert Contact Information
    21. 23. Copy and Paste on every page
    22. 24. Dashboard
    23. 25. Dashboard
    24. 26. Intelligence
    25. 27. Who is your visitor?
    26. 28. Date Range
    27. 29. Visitors Overview
    28. 30. Benchmarking
    29. 31. Map Overlay
    30. 32. New Versus Returning
    31. 33. Mobile
    32. 34. Visualization
    33. 35. How did your visitor find you?
    34. 36. Traffic Source Overview
    35. 37. Direct Traffic
    36. 38. Search Engines
    37. 39. Adwords Campaigns
    38. 40. Content
    39. 41. Segmentation
    40. 42. Default Segments
    41. 43. Segmentation
    42. 44. Segmentation
    43. 45. Advanced Segments Dimensions = Rows , Metrics = Columns
    44. 46. Advanced Segments ( Report)
    45. 47. Goals
    46. 48. Goals <ul><li>Goals are specific strategies you'll leverage to accomplish your business objectives. </li></ul><ul><li>Your business objective would be the answer to the question: &quot;Why does your website exist? &quot; or &quot;What are the three most important priorities for your site?&quot; </li></ul>
    47. 49. Goal Framework Source: Avinash Kaushik Blog
    48. 50. Setup Goal
    49. 51. Goal Types – URL Destination
    50. 52. Goal Types – Time on Site
    51. 53. Goal Types – Pages/ Visit
    52. 54. Goal Sample report Source: Avinash Kaushik Blog
    53. 55. Ahmed Gomaa, PhD iMediaStreams, LLC [email_address]