Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Jam: Applied Analytics

1,891 views

Published on

Andy Crestodina's Analytics Presentation from Content Jam on November 5th, 2015. It covers basic to advanced Analytics reporting and analysis.

Published in: Marketing

Content Jam: Applied Analytics

  1. 1. Applied Analytics Insights and Actions from 12 Reports #contentjam Andy Crestodina, Orbit Media Studios @crestodina
  2. 2. source: Social Media Today
  3. 3. Google Analytics Reporting
  4. 4. Google Analytics Analysis
  5. 5. Google Analytics Analysis IDEA QUESTION ANSWER ACTION!
  6. 6. If you see a data puke, then you know you’re looking at web reporting. If you see words in English outlining actions, then you are looking at web data analysis. Avinash Kaushik Occam’s Razor
  7. 7. source: Avinash Kaushik
  8. 8. source: Avinash Kaushik
  9. 9. source: Avinash Kaushik
  10. 10. source: Avinash Kaushik
  11. 11. source: Avinash Kaushik
  12. 12. Who’s job is this Analytics stuff?
  13. 13. Turning marketing ideas into questions
  14. 14. AUDIENCE REPORTS
  15. 15. Visitor = User Visit = Session
  16. 16. Turning marketing ideas into questions Are our visitors using mobile devices? 1
  17. 17. Audience > Mobile > Overview
  18. 18. Audience > Mobile > Overview
  19. 19. Audience > Mobile > Overview
  20. 20. Turning marketing ideas into questions Are mobile visitors less engaged? 2
  21. 21. Audience > Mobile > Overview
  22. 22. Audience > Mobile > Overview
  23. 23. Audience > Mobile > Overview > Bounce Rate
  24. 24. Audience > Mobile > Overview > Avg Session Duration
  25. 25. Actions 1. Check the design of landing pages for mobile visitors 2. Create schedule for mobile testing
  26. 26. Turning marketing ideas into questions Is the site working well in every browser? 3
  27. 27. Audience > Technology > Browser & OS
  28. 28. Audience > Technology > Browser & OS
  29. 29. Audience > Technology > Browser & OS
  30. 30. Audience > Technology > Browser & OS
  31. 31. Actions 1. Test the site on the browsers with higher bounce rates.
  32. 32. • Are millenials visiting our website? What are they doing? • How many of our visitors are local? National? International? • What times of day are people reading our blog? More Q’s to Ask Your Audience Reports
  33. 33. ACQUISITION REPORTS
  34. 34. Turning marketing ideas into questions Which social network drives the most traffic? 4
  35. 35. Acquisition > All Traffic > Channels
  36. 36. Acquisition > All Traffic > Channels
  37. 37. Acquisition > All Traffic > Channels > Social
  38. 38. Acquisition > All Traffic > Channels > Social
  39. 39. Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)
  40. 40. Turning marketing ideas into questions 5 Which social network drives the best traffic?
  41. 41. Acquisition > All Traffic > Channels > Social
  42. 42. Acquisition > All Traffic > Channels > Social
  43. 43. Actions 1. Focus on social networks with high conversion rates.
  44. 44. Acquisition > All Traffic > Channels > Social
  45. 45. Acquisition > All Traffic > Channels > Social
  46. 46. Acquisition > All Traffic > Channels
  47. 47. Acquisition > All Traffic > Channels
  48. 48. Actions 1. Focus on networking benefits of social media, not traffic benefits. 2. Resource allocation!
  49. 49. Turning marketing ideas into questions What phrases are we ranking for? 6
  50. 50. Acquisition > SEO > Queries
  51. 51. Acquisition > SEO > Queries
  52. 52. Acquisition > SEO > Queries
  53. 53. Acquisition > SEO > Queries
  54. 54. Acquisition > SEO > Queries
  55. 55. Actions 1. Find the pages. Confirm the rankings. 2. Improve the page by adding detail, keywords, video, internal linking, etc.
  56. 56. • Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper? • Which sites have linked to us recently? Are they sending us referral visitors? More Q’s to Ask Your Acquisition Reports
  57. 57. BEHAVIOR REPORTS
  58. 58. Turning marketing ideas into questions What are people looking for on our site? 7
  59. 59. Behavior > Site Search > Search Terms
  60. 60. Behavior > Site Search > Search Terms
  61. 61. Behavior > Site Search > Search Terms
  62. 62. Behavior > Site Search > Search Terms
  63. 63. Actions 1. Optimize your own pages for your own search tool. 2. Publish content on those topics.
  64. 64. Turning marketing ideas into questions Are they reading what we’re writing? 8
  65. 65. Percent Content Consumption vs. Percent Published
  66. 66. Actions 1. Publish more content on those popular topics. 2. Promote the high value content better. 3. Reconsider your content strategy!
  67. 67. Turning marketing ideas into questions Which posts are the most engaging? 9
  68. 68. Behavior > Site Content > All Pages
  69. 69. Behavior > Site Content > All Pages
  70. 70. Behavior > Site Content > All Pages
  71. 71. Behavior > Site Content > All Pages
  72. 72. Behavior > Site Content > All Pages
  73. 73. Behavior > Site Content > All Pages
  74. 74. Actions 1. Publish more content on the popular topics. 2. Link from the high traffic posts to high converting posts.
  75. 75. CONVERSION REPORTS
  76. 76. Turning marketing ideas into questions Which posts inspire action? 10
  77. 77. Behavior > Site Content > All Pages
  78. 78. Behavior > Site Content > All Pages (filtered)
  79. 79. Behavior > Site Content > All Pages (filtered)
  80. 80. Conversions > Goals > Reverse Goal Path
  81. 81. Conversions > Goals > Reverse Goal Path
  82. 82. Conversions > Goals> Reverse Goal Path > Subscribers
  83. 83. Conversions > Goals> Reverse Goal Path > Subscribers
  84. 84. Conversions > Goals> Reverse Goal Path > Subscribers
  85. 85. Conversions > Goals> Reverse Goal Path > Subscribers
  86. 86. Conversions > Goals> Reverse Goal Path > Subscribers
  87. 87. Conversions > Goals> Reverse Goal Path > Subscribers
  88. 88. Behavior > Site Content > All Pages
  89. 89. Pageviews Per Blog Post
  90. 90. Subscribers Per Blog Post
  91. 91. Conversion Rate Per Blog Post!
  92. 92. Conversion Rate Per Blog Post
  93. 93. Actions 1. Drive traffic to these posts, through social, email, internal linking, ads, etc. 2. Publish more content on these topics.
  94. 94. Turning marketing ideas into questions Which pages support the lead gen funnel? 11
  95. 95. Turning marketing ideas into questions Where are we losing people during checkout? 12
  96. 96. Conversions > Goals > Funnel Visualization
  97. 97. Conversions > Goals > Funnel Visualization
  98. 98. Actions 1. Reduce number of steps. 2. Remove distractions. 3. Answer top questions earlier.
  99. 99. • What hour of day, day of week or month of year are visitors most likely to act? • Are people buying right away? More Q’s to Ask Your Conversion Reports
  100. 100. Data-Driven Empathy
  101. 101. Content marketing is a lot of work...
  102. 102. Every number in your Analytics is inaccurate...but so what?
  103. 103. Caution: Bad Audience Data
  104. 104. 1. No cookie? No data. 2. JavaScript Disabled? No data 3. Time on page? Or time on tab? 4. Same Device, Different User 5. Same User, Different Device This can be a problem...
  105. 105. First Touch Deep Dive Purchase Mo’ Purchase Loyalty
  106. 106. First Touch Deep Dive Purchase Mo’ Purchase Loyalty Visitor 1 Visitor 2 Visitor 2 Visitor 3 Visitor 4
  107. 107. First Touch Deep Dive Purchase Mo’ Purchase Loyalty Visitor 1 Visitor 1 Visitor 1 Visitor 1 Visitor 1
  108. 108. Is that you in your Analytics? Create a filter!
  109. 109. Is that you in your Analytics? Create a filter!
  110. 110. Are those robots in your Analytics? Exclude ‘em!
  111. 111. Are those robots in your Analytics? Exclude ‘em!
  112. 112. Are those robots in your Analytics? Exclude ‘em!
  113. 113. Caution: Bad Acquisition Data
  114. 114. Traffic Sources Aren’t What They Seem
  115. 115. Use URL Tracking Code for “Campaign” Reports
  116. 116. Use URL Tracking Code for “Campaign” Reports
  117. 117. Use URL Tracking Code for “Campaign” Reports
  118. 118. Use URL Tracking Code for “Campaign” Reports
  119. 119. Use URL Tracking Code for “Campaign” Reports
  120. 120. Use URL Tracking Code for “Campaign” Reports
  121. 121. Caution: Bad Behavior Data
  122. 122. Admin > Property Settings
  123. 123. Caution: Bad Conversion Data
  124. 124. What does success look like? Setup Goals!
  125. 125. Admin > View > Goals
  126. 126. Admin > View > Goals
  127. 127. Admin > View > Goals
  128. 128. Admin > View > Goals
  129. 129. Admin > View > Goals
  130. 130. Conversions > Goals > Funnel Visualization
  131. 131. Bottom Line
  132. 132. Thank you! I really hope that was useful... #contentjam Andy Crestodina, Owner, Orbit Media Studios @crestodina
  133. 133. These might help...

×