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Web analytics heh

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Web analytics heh

  1. 1. Google Analytics:Finding Answers to the Right Questions Jessica Krywosa Director of Web Communication Suffolk University, Boston 9.13.10
  2. 2. What Were Covering...● Web Analytics Strategy● Key Google Analytics Tools● Trends & Campaign Tracking● Moving Forward
  3. 3. Web Analytics Strategy
  4. 4. Data Without Action Is Meaningless
  5. 5. Creating & Planning a Strategy● What are we looking for?● Trends to benchmark/monitor● Email and Ad Campaigns● Social Media Tracking● What Will We Do
  6. 6. What are you Addressing● Departmental Goals● Reporting To Others● University Strategy● One Man/Woman Show
  7. 7. Which Analytic Measurements MatterTrends Campaigns● Geographic ● Email● Organic Referrals ● SEM● Mobile Traffic ● Social Media● Engagement ● Conversions● Navigation ● Navigation
  8. 8. Hits, Visits & Traffic AreMeaningless
  9. 9. Choose Meaningful Goals● Bounce & Exit Rates● Time on Site + Number of Pages● Referral Source + Time on Site● Conversions Based on Campaign/Source● Year Over Year/Month Over Month Trends
  10. 10. Strategic Goals Fulfill YourWeb Communication Needs
  11. 11. Report on The Strategy● Monthly & Quarterly Trends/Campaigns● More Frequent for Time Sensitive● Know the Audience & Educate● Short and Sweet, Automate, Share Access● Make Actionable Recommendations
  12. 12. Google Analytics Tools
  13. 13. Beginning Google Analytics● Dashboard● Visitors● Traffic Sources● Content● Date Range
  14. 14. Sample Dashboard
  15. 15. Visitors
  16. 16. Traffic Sources
  17. 17. Content
  18. 18. Date Range
  19. 19. Deeper Google Analytics● Advanced Segments● Goals● Profiles & Filters● Navigation Summary● Automated Reports
  20. 20. Advanced Segments
  21. 21. Create Advanced Segments
  22. 22. Goals
  23. 23. Creating a Goal in Google Analytics
  24. 24. Profiles & Filters
  25. 25. Navigation Summary
  26. 26. Automated Reports
  27. 27. Trends & Campaign Tracking
  28. 28. Campaign Tracking● URL Builder● Conversions● Adjust Campaigns● Test A/B
  29. 29. Trends● Traffic Hot Spots● Date Ranges● Mobile Trends● Segmentation Traffic● Asset Management● Social Media
  30. 30. Moving It Forward
  31. 31. Take Action● Make Changes to Web Content/Navigation● Change Email/SEM Campaigns● Adjust Social Media● Target What Works
  32. 32. Working Across Campus● Educate, Educate, Educate● Share Reports● Discuss Campaigns, Work Together● Be Aware of New Content/Navigation● Monitor Trends
  33. 33. Thank You - Q & A@jesskrykrywosa.comdoteduguru.com

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