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Telling a story with Google Analytics data - MnSearch Summit 2015

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We all collect data about our website, but most of the reports we provide suck. Eventually computers will replace your job with intelligent algorithms. Don't let the computer take your job! Listen to these 5 practical antips to get

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Telling a story with Google Analytics data - MnSearch Summit 2015

  1. 1. By Jeff Sauer Founder of Jeffalytics Tell a Compelling Story with Google Analytics Data
  2. 2. http://www.ppccourse.nethttp://www.analyticscourse.net Hi I’m Jeff and I live in San Francisco
  3. 3. http://www.ppccourse.nethttp://www.analyticscourse.net I literally drove here on my motorcycle
  4. 4. http://www.ppccourse.nethttp://www.analyticscourse.net Motorcycling and Blouses Not a good idea
  5. 5. http://www.ppccourse.nethttp://www.analyticscourse.net Confession Time
  6. 6. http://www.ppccourse.nethttp://www.analyticscourse.net That was actually Prince, not me Prince gifs found at: http://giphy.com/
  7. 7. Stories
  8. 8. http://www.ppccourse.nethttp://www.analyticscourse.net My story was untrue But it got your attention
  9. 9. http://www.ppccourse.nethttp://www.analyticscourse.net Most of the stories we tell as marketers are true But they are boring as shit
  10. 10. http://www.ppccourse.nethttp://www.analyticscourse.net Let’s see another story
  11. 11. http://www.ppccourse.nethttp://www.analyticscourse.net Who has sent/received a report like this?
  12. 12. http://www.ppccourse.nethttp://www.analyticscourse.net That was written by a computer
  13. 13. http://www.ppccourse.nethttp://www.analyticscourse.net There is a free tool that does this Visit Quill Engage at https://quillengage.narrativescience.com/
  14. 14. http://www.ppccourse.nethttp://www.analyticscourse.net Can you tell the difference?
  15. 15. http://www.ppccourse.nethttp://www.analyticscourse.net New York Times had a quiz in March Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
  16. 16. http://www.ppccourse.nethttp://www.analyticscourse.net I guessed 50% correct
  17. 17. http://www.ppccourse.nethttp://www.analyticscourse.net That’sTerminator level shit
  18. 18. http://www.ppccourse.nethttp://www.analyticscourse.net We have already lost this battle Time is not on our side
  19. 19. http://www.ppccourse.nethttp://www.analyticscourse.net Don’t let the computers take your jorgbhs!
  20. 20. http://www.ppccourse.nethttp://www.analyticscourse.net Can a computer replace your work? Then we need to do more!
  21. 21. http://www.ppccourse.nethttp://www.analyticscourse.net Time to borrow storytelling skills from Prince Shakespeare
  22. 22. http://www.ppccourse.nethttp://www.analyticscourse.net 5 Stories we Can Tell with Google Analytics Data
  23. 23. Change
  24. 24. http://www.ppccourse.nethttp://www.analyticscourse.net Google Releases 70+ Updates Per Year
  25. 25. http://www.ppccourse.nethttp://www.analyticscourse.net How do we keep up?
  26. 26. http://www.ppccourse.nethttp://www.analyticscourse.net
  27. 27. http://www.ppccourse.nethttp://www.analyticscourse.net Test your knowledge Periodic Table is available at http://www.jeffalytics.com
  28. 28. GoodVs. Evil Image found at:http://prince.org/Image found at:http://www.rogerebert.com/
  29. 29. http://www.ppccourse.nethttp://www.analyticscourse.net Benchmarking the Competition Bm
  30. 30. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Earned Media Rockstars
  31. 31. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Email Laggards Is email performing poorly or just not being tracked?
  32. 32. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Falling behind with paid media We are not spending anything on advertising.Should we be?
  33. 33. http://www.ppccourse.nethttp://www.analyticscourse.net Story: We are big in Japan
  34. 34. http://www.ppccourse.nethttp://www.analyticscourse.net Story: We missed the mark on mobile
  35. 35. http://www.ppccourse.nethttp://www.analyticscourse.net How to Benchmark? It’s super easy
  36. 36. http://www.ppccourse.nethttp://www.analyticscourse.net These reports require just one setting This is done at an accountlevel
  37. 37. http://www.ppccourse.nethttp://www.analyticscourse.net Benchmarks are set by industry vertical
  38. 38. http://www.ppccourse.nethttp://www.analyticscourse.net You can choose location and website size
  39. 39. http://www.ppccourse.nethttp://www.analyticscourse.net Supplement your story with additional data
  40. 40. http://www.ppccourse.nethttp://www.analyticscourse.net SEMRush Competitive Dashboard SEM Rush Competitive Intelligence Tool: http://www.semrush.com/
  41. 41. http://www.ppccourse.nethttp://www.analyticscourse.net Another View from SpyFu SpyFu Competitive Intelligence Tool: http://www.spyfu.com/
  42. 42. http://www.ppccourse.nethttp://www.analyticscourse.net SimilarWeb for Traffic Comparisons SimilarWeb Competitive Intelligence Tool: http://www.similarweb.com/
  43. 43. http://www.ppccourse.nethttp://www.analyticscourse.net Moat for Display Intelligence MOAT Display Intelligence Tool: http://www.moat.com/
  44. 44. http://www.ppccourse.nethttp://www.analyticscourse.net Now project your marketing budget
  45. 45. http://www.ppccourse.nethttp://www.analyticscourse.net Low Watermark (What we are currently doing) Provide several, well researched options MediumWatermark (What our competitors are doing) High Watermark (Our market potential)
  46. 46. http://www.ppccourse.nethttp://www.analyticscourse.net Develop a low-medium-high watermark Tweet oremail jeff@jeffalytics.comto get apreview ofthisspreadsheet
  47. 47. http://www.ppccourse.nethttp://www.analyticscourse.net Project revenues for each budget Tweet oremail jeff@jeffalytics.comto get apreview ofthisspreadsheet
  48. 48. http://www.ppccourse.nethttp://www.analyticscourse.net Put together a profit model to share Tweet oremail jeff@jeffalytics.comto get apreview ofthisspreadsheet $- $5,000,000 $10,000,000 $15,000,000 $20,000,000 $25,000,000 Profit Potential Profit Potentialof Marketing Initiatives Low Watermark (current budget) Medium Watermark (competitors budget) High Watermark (10x MoonshotPlan)
  49. 49. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Give us a bigger budget, and we will generate $21 Million in profit!
  50. 50. Coming of Age Image found at:http://prince.org/
  51. 51. http://www.ppccourse.nethttp://www.analyticscourse.net Demographics Reports Dg
  52. 52. http://www.ppccourse.nethttp://www.analyticscourse.net Demographic reports will bring in data
  53. 53. http://www.ppccourse.nethttp://www.analyticscourse.net This data is for about 50% of users ~50% of visitors will report demographics
  54. 54. http://www.ppccourse.nethttp://www.analyticscourse.net Affinity and In-Market Segment reports
  55. 55. http://www.ppccourse.nethttp://www.analyticscourse.net In Market Segments are a Goldmine! You can directly target these people with display ads and remarketing.
  56. 56. http://www.ppccourse.nethttp://www.analyticscourse.net Demographic Segmentation Opportunity Segmentby Age or Gender
  57. 57. http://www.ppccourse.nethttp://www.analyticscourse.net Review users by In-Market Segment
  58. 58. http://www.ppccourse.nethttp://www.analyticscourse.net How to Get Demographics? One setting and some code
  59. 59. http://www.ppccourse.nethttp://www.analyticscourse.net Enable demographics reports setting Enabling Demographics Reports is Subject to Google Privacy Requirements: https://support.google.com/analytics/answer/2700409
  60. 60. http://www.ppccourse.nethttp://www.analyticscourse.net This requires one line of code (Universal)
  61. 61. http://www.ppccourse.nethttp://www.analyticscourse.net Even easier in Google Tag Manager Check this box for Demographics
  62. 62. http://www.ppccourse.nethttp://www.analyticscourse.net More on Insights from Demographics Demographics Insights from Jeffalytics - http://bit.ly/demosegments
  63. 63. http://www.ppccourse.nethttp://www.analyticscourse.net Our content marketing efforts are improving More coming of age stories you can tell We have grown our presence year over year,because… New advertising opportunities to test and learn
  64. 64. Darkness v.s. Light
  65. 65. http://www.ppccourse.nethttp://www.analyticscourse.net Organic Search and (not provided) keywords (Np)
  66. 66. http://www.ppccourse.nethttp://www.analyticscourse.net 10 alternatives to (not provided) Article located at: https://moz.com/blog/proving-seo-value-in-google- analytics
  67. 67. http://www.ppccourse.nethttp://www.analyticscourse.net Custom Channel Grouping Cg
  68. 68. http://www.ppccourse.nethttp://www.analyticscourse.net Default channels are too broad
  69. 69. http://www.ppccourse.nethttp://www.analyticscourse.net Define New Channels,Tell Better Stories
  70. 70. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Brand vs. Non-Brand
  71. 71. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Non-Brand Organic Search rules Non-Brand Organic Search by content topic
  72. 72. http://www.ppccourse.nethttp://www.analyticscourse.net Story: We still don’t know a lot! We have no idea!
  73. 73. http://www.ppccourse.nethttp://www.analyticscourse.net Story: We are earning it Earned the old fashioned way
  74. 74. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Paid media drives our sales Paid drives sales
  75. 75. http://www.ppccourse.nethttp://www.analyticscourse.net Story: We have 45% unaccountable traffic We have no idea!
  76. 76. http://www.ppccourse.nethttp://www.analyticscourse.net How to Get Custom Channels? Define your own settings
  77. 77. http://www.ppccourse.nethttp://www.analyticscourse.net Tell Google Analytics your channels
  78. 78. http://www.ppccourse.nethttp://www.analyticscourse.net Customize each channel: Non-brand Non Brand Traffic is traffic not to your home or aboutpages?
  79. 79. http://www.ppccourse.nethttp://www.analyticscourse.net Customize each channel: referrals
  80. 80. http://www.ppccourse.nethttp://www.analyticscourse.net Mobile + Organic More custom channel ideas Mobile + Paid Media SocialAds vs. PPC Webmail + Email Guest Posts vs Earned Links Earned Social vs. Paid Social
  81. 81. http://www.ppccourse.nethttp://www.analyticscourse.net Content Grouping Co
  82. 82. http://www.ppccourse.nethttp://www.analyticscourse.net Analyze content performance by theme
  83. 83. http://www.ppccourse.nethttp://www.analyticscourse.net Group content by year of publication
  84. 84. http://www.ppccourse.nethttp://www.analyticscourse.net How does word count affect organic?
  85. 85. http://www.ppccourse.nethttp://www.analyticscourse.net How to Get Content Groupings Rules,Extraction or Code
  86. 86. http://www.ppccourse.nethttp://www.analyticscourse.net Some groupings require code
  87. 87. http://www.ppccourse.nethttp://www.analyticscourse.net The art of content grouping by waterfall
  88. 88. http://www.ppccourse.nethttp://www.analyticscourse.net Git my WordPress content grouping code Get thiscode at: http://bit.ly/GTM_Content
  89. 89. http://www.ppccourse.nethttp://www.analyticscourse.net More on Content Groupings More Content Analysis Goodness: https://moz.com/blog/content-analysis- google-analytics
  90. 90. Appearance and reality Image found at:http://www.huffingtonpost.com/
  91. 91. http://www.ppccourse.nethttp://www.analyticscourse.net Story: Look at all of this great traffic!
  92. 92. http://www.ppccourse.nethttp://www.analyticscourse.net Let’s tell EVERYONE!
  93. 93. http://www.ppccourse.nethttp://www.analyticscourse.net Sorry,but that’s about as real as ice cream land Image found at: http://stuffpoint.com/
  94. 94. http://www.ppccourse.nethttp://www.analyticscourse.net Or a world where Prince is a sex symbol Image courtesy of Giphy.com
  95. 95. http://www.ppccourse.nethttp://www.analyticscourse.net We have a data quality issue Dq
  96. 96. http://www.ppccourse.nethttp://www.analyticscourse.net Actually, it’s a referrer spam issue Rs
  97. 97. http://www.ppccourse.nethttp://www.analyticscourse.net We first noticed this in late 2014 Article here: http://www.jeffalytics.com/8-steps-eliminating-bad-data-google-analytics/
  98. 98. http://www.ppccourse.nethttp://www.analyticscourse.net These referrals are not real. They are CRAP!
  99. 99. http://www.ppccourse.nethttp://www.analyticscourse.net From One Person in Russia
  100. 100. http://www.ppccourse.nethttp://www.analyticscourse.net Image via: http://mccluresmagazine.com/ And we all know…
  101. 101. http://www.ppccourse.nethttp://www.analyticscourse.net No response from Google for 6 months
  102. 102. http://www.ppccourse.nethttp://www.analyticscourse.net Nudged a little harder in April Article here: http://www.jeffalytics.com/google-analytics-data-quality- issue/
  103. 103. http://www.ppccourse.nethttp://www.analyticscourse.net “This is the most challenging data quality issue that I have seen in the 10 years I have used the product. I worry that if a permanent and swift solution is not found for this issue, it will cause long term damage to the credibility of the product.” - Jeffalytics, April 2015
  104. 104. http://www.ppccourse.nethttp://www.analyticscourse.net Google Responded (sort of)
  105. 105. http://www.ppccourse.nethttp://www.analyticscourse.net Simo Ahava Developed a removal Tool that is Pretty Good (but not perfect) Simo’s Spam Filter Removal Tool: http://www.simoahava.com/spamfilter/
  106. 106. http://www.ppccourse.nethttp://www.analyticscourse.net Google Provided an update to the update
  107. 107. http://www.ppccourse.nethttp://www.analyticscourse.net But people are a lot less patient now
  108. 108. http://www.ppccourse.nethttp://www.analyticscourse.net We are losing trust in Google Analytics
  109. 109. http://www.ppccourse.nethttp://www.analyticscourse.net And we keep on seeing shit like this
  110. 110. http://www.ppccourse.nethttp://www.analyticscourse.net And Pageview Spam
  111. 111. http://www.ppccourse.nethttp://www.analyticscourse.net And Event spam… and more
  112. 112. http://www.ppccourse.nethttp://www.analyticscourse.net Is this what it sounds like? Image via Prince.org
  113. 113. http://www.ppccourse.nethttp://www.analyticscourse.net This has become a massive issue, with only one solution…
  114. 114. We need a fresh start
  115. 115. http://www.ppccourse.nethttp://www.analyticscourse.net Key Actions
  116. 116. http://www.ppccourse.nethttp://www.analyticscourse.net Tell a story from your data (Don’t let computers win) Key Actions to Take Today! Develop a low-middle-high budget projection Use demographics to inform marketing segments Set up content and channel groupings for better insight Install filters to block some referral spam Demand a GoogleAnalytics data annulment
  117. 117. http://www.ppccourse.nethttp://www.analyticscourse.net Thank You! Jeff Sauer Google Analytics Consultant San Francisco, CA Email: jeff@jeffalytics.com Newsletter: bit.ly/jeffalytics Analyticscourse.net

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