3. Making Analytics Valuable
A lesson learnt over the years – understand your
Audience
You just heard from Avinash
You are inspired
I can’t compete
Instead of inspiration, I am aiming for
immediately actionable
This is a set of tips to get more impact in less
time
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4. one + two + three + four
one area you must get sorted
two items to record in your analytics tool
three (sets of) goals for Google Analytics
four reports to create, automate & use
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5. ONE AREA YOU MUST GET SORTED
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@peter_oneill 1st Nov 2014
6. One area – Campaign Tracking
You MUST get this right
I really hope you know this
Means adding campaign parameters to the URL
Structure varies by analytics tool
If not done, analytics tool relies on referrer data
If within an app – no referrer
If redirects – not the actual referrer
Plus only tells you source, no detail
So why are so many companies not doing it?
Don’t you want to know what your work is worth?
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7. Options for resolving Campaign Tracking
Can do it manually one by one
GA URL Campaign Builder
Chrome extension
Can bulk create manually – use Excel tools
L3 Analytics GA campaign builder
L3 Analytics SiteCatalyst campaign builder
Autotag for Adwords
Most vendors can add automatically
Email, Affiliates, Display, Buffer
Most don’t do it by default – request/insist!
There are no excuses, GET THIS SORTED!
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8. TWO ITEMS TO RECORD IN YOUR
ANALYTICS TOOL
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9. Item 1 – Basic Page Information
Always record:
1. the full URL of the page being viewed
2. the referrer to this page
Key use is identifying the cause of 404 error pages
url that generated error
referrer to that page
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10. Item 2 – Search Results
Record the number of search results
Key use is search terms with ZERO search results
Fix it so people can find what they were looking for
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11. THREE (SETS OF) GOALS FOR GOOGLE
ANALYTICS
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12. Goal Set 1 – Negative Goals
Goals can be about negative website experiences
1. Create a goal for viewing 404 Error pages
2. Create a goal for experiencing Form Validation errors
If “Goal Completion Rate” is above X%, take action
Set own limit but should be below 5%
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13. Goal 2 – True Sessions by Channel
Direct Entry sessions report as the previous traffic source
This is a clever (hack) solution
Create goal for all sessions
Destination goal – Begins with /
Use Assisted Conversion report
Select “All Sessions” Goal
Last Click metric is now true
Sessions
Compare against Channels
report
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14. Goal Set 3 – Create a Horizontal Funnel
We all love funnels
Create a goal for each checkpoint
It creates a horizontal funnel
Can then view funnel for all dimensions values
within any report
Use to identify differences in performance
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15. FOUR REPORTS TO CREATE, AUTOMATE
& USE
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16. Reports 1 – Weekly Performance Reporting
Analytics is not about reports
But we need information spread
across the company
Reporting has its place
My approach
No speedometers, pie charts, flashy
elements
Small number of key metrics
Comparison number
Trended over time
Segmented
Multiple Dashboards
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17. Reports 2 – Tactical Reports – Merchandise
A. Most popular product
B. The money maker
C. Something is wrong
D. Another issue here
E. Opportunity product, make
more visible
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18. Reports 2 – Tactical Reports – Content
1. Article #2
Popular
Not very
effective
Access via
other sites
2. Article #11
Less popular
High reads,
shares &
comments
Access via
internal links
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19. Reports 3 – Entry Points vs Traffic Sources
Overview of where people enter the website from each channel
Evaluate quality of each traffic source/entry
Using Bounce Rate or Conversion Rate or metric of your choice
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21. Reports 4 – Using Performance Diagnostic reports
Extend the report
Metrics – traffic, engagement, performance, etc
Dimensions – traffic source, entry point, device, gender, etc
Create Internal Benchmarks
Internal benchmarks are the maximum for each metric
Look for biggest gaps in performance vs these benchmarks
If ecommerce conversion rate is 3.2% for domestic traffic using Chrome on desktop
devices – why is it so poor elsewhere?
Identify the weak points & calculate value of fixing
Based on data, this is a prioritisation list for improving performance
Gives you a set of actions for the next 3 months (to make more money)
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22. Summary of Approaches to Make Analytics Valuable
1. Ensure all campaigns are tracked
2. Track URL & Referrer – fix 404 Errors
3. Track # Search Results – ensure results for common terms
4. Create Negative goals – trigger action when above X%
5. Create All Sessions goal – get accurate Direct Entry traffic
6. Create Goals for a Horizontal funnel – easily evaluate performance for any
segment of data
7. Use Weekly Performance Dashboards – spread the knowledge
8. Create Tactical Reports – ensure daily actions are informed & smart
9. Review Entry Points vs Traffic Sources – overview of website access
10. Review Performance Diagnostic – identify where fixes are required
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23. Access Templates
All templates can be found & downloaded from
www.l3analytics.com/marketing-festival
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24. THANK YOU
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
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