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[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And Analysis Techniques

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Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!

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[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And Analysis Techniques

  1. 1. Strategic & Tactical Implementation & Analysis Techniques
  2. 2. THANK YOU!
  3. 3. I Use Twitter @analyticsninja
  4. 4. STEP 1: STRATEGY BEFORE IMPLEMENTATION
  5. 5. Web Analytics: Definition Digital Analytics Association: Web Analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
  6. 6. http://www.analyticspros.com/blog/google-analytics/web-analytics-planning-model/
  7. 7. Dimensions and Metrics are the building blocks of GA – KNOW THEM WELL
  8. 8. Custom Reports Allow You To Drill down to the good stuff
  9. 9. Custom Reports – The ABC’s
  10. 10. Add Micro Conversions On A Separate Tab (Metric Group)
  11. 11. Configure Horizontal Funnels @analyticsninja
  12. 12. Events vs. Custom Metrics
  13. 13. Custom Metrics can serve as event tracking on steroids
  14. 14. Custom Metrics can serve as event tracking on steroids
  15. 15. Track your top 10-15 actions with Custom Metrics
  16. 16. Track your top 10-15 actions with Custom Metrics
  17. 17. Calculated Metrics FTW!
  18. 18. Calculated Metrics FTW!
  19. 19. Add Calculated Metrics to your custom reports for insights
  20. 20. What do to next? More prominent placement of those categories on the site (in recommended or featured content blocks) Stronger keyword focus for paid and organic search Test free sample buttons on those pages
  21. 21. Avoid Data Wandering via @tgwilson I believe… [some idea about the site or channel] If I am right, we will… [take some specific action] http://www.practicalecommerce.com/articles/4106- Google-Analytics-How-to-Avoid-Data-wandering
  22. 22. “Conversion Rate” as a metric in Google Analytics?
  23. 23. The “denominator” in GA’s conversion rate is “wrong”
  24. 24. STEP 2: Be really clear about your #measure objectives.
  25. 25. Make sure you’re able to segment your content
  26. 26. www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings Use these as content groupings
  27. 27. Look at broader business objectives over time
  28. 28. Publishers have long term goals of increasing content consumption per user
  29. 29. It can be easy to get stuck in the “session” mud because of GA’s defaults
  30. 30. Use pan-session reports and user based analysis then find the segments that lead to money
  31. 31. Create Session Scoring http://michele.webanalyticsdemystified.com/2013/09/better-ways- to-measure-content-engagement-than-time-metrics.html
  32. 32. Create Session Scoring http://michele.webanalyticsdemystified.com/2013/09/better-ways- to-measure-content-engagement-than-time-metrics.html
  33. 33. STEP 3: Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment.
  34. 34. Two Tiered Segmentation Traditional visitor segmentation based on persona or relationship Visit or unit-of-work based segmentation that is behavioral and is designed to capture the visit intent. @garyangel http://semphonic.blogs.com/semangel/2011/04/semphonics- two-tiered-segmentation-segmentation-for-digital-analytics- done-right.html
  35. 35. Ecommerce Example
  36. 36. B2B Example
  37. 37. Smart Data Layer => Smart Decisions
  38. 38. Smart Data Layer => Smart Decisions
  39. 39. Smart Data Layer => Smart Decisions
  40. 40. Web Development and Project Management courses had higher % of people viewing registration form but not registering. Good place to start with A/B testing hypotheses since it is an area with opportunity
  41. 41. STEP 4: Discover User Intent
  42. 42. With analytics we measure specific actions (read: intent) taken at a specific times
  43. 43. With analytics we measure specific actions (read: intent) taken at a specific times
  44. 44. Hit Level Segmentation is possible in Google Analytics when you use sequence based segments @charlesfarina
  45. 45. Dimensions + Metrics #measure intent
  46. 46. Dimensions + Metrics #measure intent
  47. 47. Intent, Intent, Intent
  48. 48. STEP 5: Reach your customer’s with the right message using laser-focused remarketing tactics.
  49. 49. This is a typical remarketing list http://www.digitalmarketer.com/remarketing-grid/ @thegoogleguy  Mike Rhodes
  50. 50. However, there is an important segment of people we want to influence http://www.digitalmarketer.com/remarketing-grid/ @thegoogleguy  Mike Rhodes
  51. 51. How do we know who’s interested? The only real way to #measure the “why” behind people’s actions is to ask them. Qualitative data #ftw. However, quantitative data can allow us to make inferences into visitor intent. Let’s brainstorm some examples:
  52. 52. Micro-conversions as indication of interest and potential value Add to cart Add to wishlist Viewed video Began filling out a form Compared items / options Live chat Discover your own…
  53. 53. Let’s break that down into time cohorts http://www.digitalmarketer.com/remarketing-grid/ @thegoogleguy  Mike Rhodes
  54. 54. Choose appropriate membership durations for your remarketing lists
  55. 55. Time Decay Decreasing Bid Modifiers http://www.digitalmarketer.com/remarketing-grid/ @thegoogleguy  Mike Rhodes
  56. 56. Fight Banner Fatigue http://www.digitalmarketer.com/remarketing-grid/ @thegoogleguy  Mike Rhodes
  57. 57. How to remarket to parents
  58. 58. He’s 4 months old
  59. 59. Measuring people’s actions on the website can be used to build remarketing lists
  60. 60. What do we know about my purchase? Age of child Gender of child Type of product purchased How silly the parents are willing to make the kid look by having matching outfits all covered with panda bears and crap like that
  61. 61. How should you target me the buyer? For next two months, show me age appropriate product cross sells Between 3-6 months from now, show me more products that are age appropriate (like shoes because he’s going to start walking). Same goes for 6-12 months… After 12 months sell my customer information to a predatory loan shark since I’ll probably be looking for some financial assistance
  62. 62. RECAP!
  63. 63. RECAP! Plan your data collection. Document it well. Mission Driven segmentation capabilities will open the door for insights. Use the ABCs in all your custom reports, and include horizontal funnels. Two types of segmentation. Hit Level Segmentation reveals INTENT.
  64. 64. RECAP! Retarget the “interested” people on your site with time decay bid modifiers for RLSAs and Display. For longer campaigns, use an “on/off” approach with adds to combat banner fatigue (and set impression caps!)
  65. 65. RECAP! Segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment
  66. 66. Learn More At… ANALYTICS-NINJA.COM Yehoshua Coren Email: ninja@analytics-ninja.com Twitter: @analyticsninja

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