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Hello Is Anyone Out There?  Using Web Analytics To Understand Your Audience<br />Kyle James<br />kyle@nucloud.com<br />twi...
No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/web-analytics<br />
Why Am I Talking to You?<br />?<br />
Points to Cover<br />Building the Argument<br />Key Performance Indicators (KPI)<br />Understanding Key Terminology<br />A...
If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
Are you listeningto what your visitors tell you?<br />
?<br />How are you making web decisions?<br />
What is Important?<br />
Possible Important Items<br />Admission Specific<br /><ul><li>Apply to College
Schedule a Campus Visit
Request Info
Download the Viewbook
Take a Virtual Tour</li></ul>General Goals<br /><ul><li>Sign up for email updates
Watch Videos
Subscribe to RSS
Become FacebookFan
Join LinkedIn Group
Read Blogs</li></li></ul><li>Key Performance Indicators<br />
Understanding Analytics Terms<br />
Understood Terms<br /><ul><li>Visits
Pages/Visit
Absolute Unique Visits
% New Visits
Traffic Source
Landing Page</li></li></ul><li>Misunderstood Terms<br /><ul><li>Pageviews
Avg. Time on Site
Bounce Rate
Exit Rate
Traffic Types</li></li></ul><li>Pageviews<br />not a meaningful statistic<br />
Avg. Time on Site<br />
Bounce Rate / Exit Rate<br />Bounce Rate<br />Exit Rate<br />* a Bounce is always an Exit, but an Exit is not always a Bou...
Traffic Types<br />
Benchmarking<br />
Benchmarking<br />http://nucloud.com/edurank/<br />
BenchmarkingGoogle AnalyticsLaw & Government -> Education -> Colleges & Universities<br />
Choosing an Analytics Package<br />
Choosing an Analytics Package<br />
Why Google Analytics is Free<br />98% of Google’s Revenue comes from advertising<br />The more they know the better ads th...
Installing Google Analytics<br />
Installing Google Analytics<br />SiteScan<br />http://www.sitescanga.com<br />WASPhttp://webanalyticssolutionprofiler.com/...
Data Overload?<br /><ul><li>Segment
Filter</li></li></ul><li>Google Analytics Profile<br /><ul><li> Up to 100 Profiles
 with www or without
 Setup Default page
 Exclude URL Query
 Setup Site Search</li></li></ul><li>Google Analytics Profile<br />
Standardizing Data<br />What’s wrong with this picture?<br />
Standardizing Data<br />
Standardizing Data<br />www.doteduguru.com<br />or<br />doteduguru.com<br />
Sub-domain Traffic Filter<br />
FilterBecause you don’t always want  everything<br />
Including All Domains Traffic Filter<br />
Exclude IP Traffic Filter<br />
Directory Filter<br />
Country Filter<br />
Full Referral URL Filter<br />
Tracking and Tagging<br />
Destination URL Tagging<br />
When to Tag URLs<br />Email Marketing<br />Paid Search (PPC, Banner Ads)<br />Offline Event Tracking<br />
Destination URL Builder Spreadsheet<br />Email Marketing<br />Paid Search (PPC, Banner Ads)<br />Offline Event Tracking<br...
Tracking Links<br />
Tagging Audience Segments<br />
Reports<br />
Site Search Report<br />
Keyword Report<br />
Content by Title Report<br />
Referring Sites Report<br />
404 Error Page Report<br />
Goal Conversions<br />
Wait…There’s more<br />
Offline Campaigns<br />
Blogs<br />
RSS Statistics<br />
ShareThis Tracking<br />
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Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10

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So you have just installed a JavaScript code on every one of your pages to track visitors on your site. Maybe you used Google Analytics or some other service and you’re collecting all this great information. Well what do these terms mean and what metrics should I care about? After a quick explanation of terms this presentation will dig into how to filter Google Analytics for more exact and effective data. From here we will explore reports that are actually valuable to higher education and actionable steps that can be taken from this data. Finally we will talk about best practice techniques and explore analytics beyond your website, monitoring your institutions identity across the Web.

For More Details: http://2010.highedweb.org/EventDetail.aspx?guid=cb2358de-c1ef-46f7-abde-8a6010eb48c1

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Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10

  1. 1. Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience<br />Kyle James<br />kyle@nucloud.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.comnuCloud.com<br />hubspot.com<br />
  2. 2. No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/web-analytics<br />
  3. 3. Why Am I Talking to You?<br />?<br />
  4. 4. Points to Cover<br />Building the Argument<br />Key Performance Indicators (KPI)<br />Understanding Key Terminology<br />All Things Google Analytics<br />Additional Analytics<br />4 Rules of Analytics<br />
  5. 5. If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
  6. 6. Are you listeningto what your visitors tell you?<br />
  7. 7. ?<br />How are you making web decisions?<br />
  8. 8. What is Important?<br />
  9. 9. Possible Important Items<br />Admission Specific<br /><ul><li>Apply to College
  10. 10. Schedule a Campus Visit
  11. 11. Request Info
  12. 12. Download the Viewbook
  13. 13. Take a Virtual Tour</li></ul>General Goals<br /><ul><li>Sign up for email updates
  14. 14. Watch Videos
  15. 15. Subscribe to RSS
  16. 16. Become FacebookFan
  17. 17. Join LinkedIn Group
  18. 18. Read Blogs</li></li></ul><li>Key Performance Indicators<br />
  19. 19. Understanding Analytics Terms<br />
  20. 20. Understood Terms<br /><ul><li>Visits
  21. 21. Pages/Visit
  22. 22. Absolute Unique Visits
  23. 23. % New Visits
  24. 24. Traffic Source
  25. 25. Landing Page</li></li></ul><li>Misunderstood Terms<br /><ul><li>Pageviews
  26. 26. Avg. Time on Site
  27. 27. Bounce Rate
  28. 28. Exit Rate
  29. 29. Traffic Types</li></li></ul><li>Pageviews<br />not a meaningful statistic<br />
  30. 30. Avg. Time on Site<br />
  31. 31. Bounce Rate / Exit Rate<br />Bounce Rate<br />Exit Rate<br />* a Bounce is always an Exit, but an Exit is not always a Bounce<br />
  32. 32. Traffic Types<br />
  33. 33. Benchmarking<br />
  34. 34. Benchmarking<br />http://nucloud.com/edurank/<br />
  35. 35. BenchmarkingGoogle AnalyticsLaw & Government -> Education -> Colleges & Universities<br />
  36. 36. Choosing an Analytics Package<br />
  37. 37. Choosing an Analytics Package<br />
  38. 38. Why Google Analytics is Free<br />98% of Google’s Revenue comes from advertising<br />The more they know the better ads they can serve up and better user behavior<br />Very tight integration with Google AdWords<br />
  39. 39. Installing Google Analytics<br />
  40. 40. Installing Google Analytics<br />SiteScan<br />http://www.sitescanga.com<br />WASPhttp://webanalyticssolutionprofiler.com/<br />
  41. 41. Data Overload?<br /><ul><li>Segment
  42. 42. Filter</li></li></ul><li>Google Analytics Profile<br /><ul><li> Up to 100 Profiles
  43. 43. with www or without
  44. 44. Setup Default page
  45. 45. Exclude URL Query
  46. 46. Setup Site Search</li></li></ul><li>Google Analytics Profile<br />
  47. 47. Standardizing Data<br />What’s wrong with this picture?<br />
  48. 48. Standardizing Data<br />
  49. 49. Standardizing Data<br />www.doteduguru.com<br />or<br />doteduguru.com<br />
  50. 50. Sub-domain Traffic Filter<br />
  51. 51. FilterBecause you don’t always want everything<br />
  52. 52. Including All Domains Traffic Filter<br />
  53. 53. Exclude IP Traffic Filter<br />
  54. 54. Directory Filter<br />
  55. 55. Country Filter<br />
  56. 56. Full Referral URL Filter<br />
  57. 57. Tracking and Tagging<br />
  58. 58. Destination URL Tagging<br />
  59. 59. When to Tag URLs<br />Email Marketing<br />Paid Search (PPC, Banner Ads)<br />Offline Event Tracking<br />
  60. 60. Destination URL Builder Spreadsheet<br />Email Marketing<br />Paid Search (PPC, Banner Ads)<br />Offline Event Tracking<br />http://bit.ly/URL_Builder<br />
  61. 61. Tracking Links<br />
  62. 62. Tagging Audience Segments<br />
  63. 63. Reports<br />
  64. 64. Site Search Report<br />
  65. 65. Keyword Report<br />
  66. 66. Content by Title Report<br />
  67. 67. Referring Sites Report<br />
  68. 68. 404 Error Page Report<br />
  69. 69.
  70. 70. Goal Conversions<br />
  71. 71. Wait…There’s more<br />
  72. 72. Offline Campaigns<br />
  73. 73.
  74. 74.
  75. 75.
  76. 76. Blogs<br />
  77. 77. RSS Statistics<br />
  78. 78. ShareThis Tracking<br />
  79. 79. Web Analytics 2.0<br />
  80. 80. Ask Your Audience<br />
  81. 81.
  82. 82. Monitor Social Media Growth<br />
  83. 83. Monitor Social Media Growth<br />
  84. 84. Video Analytics<br />
  85. 85. Monitoring Online Identity<br />
  86. 86. RSS and Alerts<br />
  87. 87. Viral Campaigns<br />
  88. 88. Final Thoughts<br />
  89. 89. Web Analytics Rule #1“Always Be Testing”<br />#1<br />
  90. 90. #2<br />Web Analytics Rule #2“Don’t get caught up in the numbers. Look at the TRENDS”<br />
  91. 91. #3<br />Web Analytics Rule #3“Setup a reporting scheduleand track key metrics”<br />
  92. 92. Web Analytics Rule #4“Set Goals”<br />#4<br />
  93. 93. Setting Goals<br /><ul><li>X campus visits scheduled a month
  94. 94. X number of viewbooks downloaded a month
  95. 95. Lower bounce rate on specific landing page X% over next month
  96. 96. Get donor email campaign to generate X amount over next month
  97. 97. Increase our video exposure X% for next month
  98. 98. Promote and increase presence on a social network by X%</li></li></ul><li>Higher Ed Analytics Revolution<br />http://higheredanalytics.com/analytics/<br />
  99. 99. Additional Reading<br />doteduguru.com/web-analytics<br />Occam’s Razor - www.kaushik.net/avinash/<br />Trending Upwards by Shelby Thayer - www.trendingupward.net/<br />Google Analytics Bloganalytics.blogspot.com/ <br />
  100. 100. Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />

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