Analytics / Measurement.ie

1,913 views

Published on

Google Analytics talk at Measurement.ie, Feb 15th 2012

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,913
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
42
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • Data everywhere\nNo end to end picture\n\n
  • Identify the metrics that matter, Ignore the ones that don't \nWhat’s the biggest challenge? taking action.\nUse metrics that are actionable – that lead to making a change\n\n
  • \n
  • \n
  • Figuring out what matters\n
  • \n
  • \n
  • \n
  • Starting at the home page will result in a tiny funnel conversion rate, making improvements imperceptible. Start the funnel at the point where the customer has indicated some intent. \n
  • Starting at the home page will result in a tiny funnel conversion rate, making improvements imperceptible. Start the funnel at the point where the customer has indicated some intent. \n
  • Starting at the home page will result in a tiny funnel conversion rate, making improvements imperceptible. Start the funnel at the point where the customer has indicated some intent. \n
  • Starting at the home page will result in a tiny funnel conversion rate, making improvements imperceptible. Start the funnel at the point where the customer has indicated some intent. \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Access to data they need (& nothing else)\nRegular data, so they can see the value of their decisions.Who is it for & what level of detail do they need?\n
  • \n
  • \n
  • \n
  • What’s great about this...\nend-to-end, \nyou can segment it (isolate certain traffic), \nit tells a story - it’s sharable insight!\nIt gives you an instant feel for where things are going wrong\nwhich leads to action.\n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Analytics / Measurement.ie

    1. 1. Google analytics @laurenceveale
    2. 2. The practice of measuring,collecting, analysing, andreporting on internet data tounderstand how a site is used andhow to optimise its usage. The customer isspeaking to you, are you listening?
    3. 3. The practice of measuring,collecting, analysing, andreporting on internet data tounderstand how a site is used andhow to optimise its usage. The customer isspeaking to you, are you listening?
    4. 4. Better understand our users.Make decisions based on data, nothunches.Improve conversions and sales.
    5. 5. Standardreports
    6. 6. Standardreports
    7. 7. Way too much data.
    8. 8. Gone fishing?
    9. 9. or diving?
    10. 10. Step out of analyticsWhat’s our purpose (business objectives)? Generate online sales of €1million Maximise lifetime customer value Create leads Reduce costs through self service Brand engagement* * I’ve no idea what this last one means
    11. 11. Step out of analyticsWhat’s our purpose (business objectives)? Generate online sales of €1million Maximise lifetime customer value Create leads Reduce costs through self service Brand engagement* * I’ve no idea what this last one means
    12. 12. Objectives, KPIs, MetricsGenerate online sales of €1million
    13. 13. Objectives, KPIs, MetricsGenerate online sales of €1million Monthly online sales of €83,000
    14. 14. Objectives, KPIs, MetricsGenerate online sales of €1million Monthly online sales of €83,000 Transactions, average order value, conversion rate, visits & more
    15. 15. We do this because it getsus to focus on the things that matter most.
    16. 16. A funnel
    17. 17. A funnel goal
    18. 18. A funnel a step another step and another step goal
    19. 19. “branded” keywords Visited from mobileFrom SOCIAL MEDIA Spent more than €150
    20. 20. End-to-end model Acquire Behave ConvertWhere are we spending WhAT are visitors doing Are they time & NOT DOING? converting? & money?
    21. 21. Acquire Behaviour Outcomes Outcomes
    22. 22. Should we invest in mobile?
    23. 23. Who Behaviour Outcomes
    24. 24. Who Behaviour Outcomes 16% 9%
    25. 25. insight.
    26. 26. 11869
    27. 27. 2012 Conversions > Goals > Goal flow
    28. 28. Conversions > Multichannel funnels
    29. 29. Analytics is only the start of the journey...
    30. 30. The best online survey ever? KissInsights.com
    31. 31. Key takeaways•Focus on objectives•Customise & segment•Visualise•Don’t just report, take action
    32. 32. thanks!
    33. 33. Tag everything?utm_campaign=Analytics_Awareness&utm_medium=banner&utm_source=boards.ie
    34. 34. onClick="javascript:pageTracker._trackPageview(/virtual/phonegallery/featureselector/feature-[feature clicked]);"
    35. 35. Offline to online

    ×