BCCCA Google Analytics for Improved Lead Generation


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BCCCA Google Analytics for Improved Lead Generation

  1. 1. Google Analytics for Improved Lead Generation Presented by Monday, October 31, 2011
  2. 2. Agenda <ul><li>What is Web Analytics? </li></ul><ul><li>What is Google Analytics? </li></ul><ul><li>Lead Generation Best Practices </li></ul><ul><li>What can Google Analytics Measure? </li></ul><ul><li>Configuring Google Analytics </li></ul><ul><li>Social Media Analytics </li></ul><ul><li>What’s New in Google Analytics? </li></ul>
  3. 3. Are you measuring? Source : http://startupquote.com/post/11697249030
  4. 4. Tools we use <ul><li>Google Analytics </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Google Places </li></ul><ul><li>Google AdWords </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>Google Website Optimizer </li></ul>
  5. 5. What is Web Analytics? <ul><li>Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. </li></ul>Source : http :// en.wikipedia.org/wiki/Web_analytics
  6. 6. What is Google Analytics? <ul><li>Enterprise-class web analytics solution </li></ul><ul><li>Provides rich insights into your website traffic and marketing effectiveness </li></ul><ul><li>Analyzes your traffic </li></ul><ul><li>Strengthens your marketing initiatives </li></ul><ul><li>Helps to create higher converting websites </li></ul>Source : http://www.google.com/analytics/
  7. 7. Lead Generation Best Practices <ul><li>Website Goals </li></ul><ul><li>Measure your Website Conversion Rate </li></ul><ul><li>Define your Goal Values </li></ul><ul><li>Prioritize using the $Index Metric </li></ul><ul><li>Use Goal Funnels </li></ul><ul><li>Test with Website Optimizer </li></ul>
  8. 8. Sample Website Goals <ul><li>Lead Generation Forms </li></ul><ul><li>Contact us forms </li></ul><ul><li>Book a Campus Tour Forms </li></ul><ul><li>Online Registration </li></ul><ul><li>PDF Downloads (Schedules, Calendars) </li></ul><ul><li>Time on site per Visit </li></ul><ul><li>Page views per Visit </li></ul>
  9. 9. Measure your Website Conversion Rate <ul><li>The number goal conversions your website generates divided by the number of visits your website received for the same period. This is a critical Key Performance Indicator </li></ul>
  10. 10. What are Goal Values? <ul><li>Goals values allocate a dollar amount to a converted website goal. This enables the $ Index metric in the Google Analytics Content Reports. </li></ul>
  11. 11. How to Calculate Goal Values? <ul><li>What percentage of your leads become students? </li></ul><ul><ul><li>8% </li></ul></ul><ul><li>What is the average tuition of your program? </li></ul><ul><ul><li>5000$ </li></ul></ul><ul><li>Formula: </li></ul><ul><ul><li>8% X $5,000 = $400 </li></ul></ul>
  12. 12. How to use the $Index? <ul><li>Prioritize your optimization by identifying your most likely web pages that lead to a website goal conversion (lead, registration, download, etc.) </li></ul>
  13. 13. $ Index Example
  14. 14. Goal Funnels
  15. 15. Test with Website Optimizer
  16. 16. What can Google Analytics Measure? <ul><li>Newspapers </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Course Calendars </li></ul><ul><li>Google AdWords </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Mobile Marketing </li></ul>
  17. 17. Newspapers
  18. 18. Email Campaigns
  19. 19. Course Calendars
  20. 20. Google AdWords
  21. 21. Facebook www.higher-education-marketing.com
  22. 22. Twitter www.higher-education-marketing.com
  23. 23. Search Engine Optimization
  24. 24. Mobile Marketing
  25. 25. Sample KPI Dashboard: Monthly www.higher-education-marketing.com
  26. 26. Configuring Google Analytics <ul><li>Creating an Account </li></ul><ul><li>Installing the Google Analytics Tracking Code </li></ul><ul><li>Remove Internal Traffic </li></ul><ul><li>Setup Goals & Goal Values </li></ul><ul><li>Use the URL Builder to Tag your Marketing </li></ul>
  27. 27. Google Analytics Tracking Code <ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var _gaq = _gaq || []; </li></ul><ul><li>_gaq.push(['_setAccount', 'UA-1234567-1']); </li></ul><ul><li>_gaq.push(['_trackPageview']); </li></ul><ul><li>(function() { </li></ul><ul><li>var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; </li></ul><ul><li>ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; </li></ul><ul><li>var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); </li></ul><ul><li>})(); </li></ul><ul><li></script> </li></ul>
  28. 28. Exclude Internal Traffic with a Filter Aim to have better data. Remove your internal traffic with an exclude filter
  29. 29. Setup Goals and Goal Values
  30. 30. Use the URL Builder Source : http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
  31. 31. Social Media Analytics
  32. 32. Facebook Insights
  33. 33. YouTube Metrics
  34. 34. LinkedIn InMaps
  35. 35. Blog: Post Rank Analytics
  36. 36. Are you listening? www.higher-education-marketing.com
  37. 37. Radian 6: Share of Voice Month
  38. 38. Radian 6: Social Media Trend
  39. 39. Radian 6 Conversation Cloud
  40. 40. Kwantlen: Positive vs. Negative
  41. 41. Resources <ul><li>https ://analytics.postrank.com / </li></ul><ul><li>http ://www.google.com/analytics / </li></ul><ul><li>What is my IP Address </li></ul><ul><li>URL Builder </li></ul><ul><li>$Index Value Explanation </li></ul><ul><li>Google Analytics Conversion University </li></ul>
  42. 42. Contact <ul><li>Philippe Taza </li></ul><ul><li>Tel: 514-312-3968 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.higher-education-marketing.com </li></ul><ul><li>Twitter Facebook LinkedIn Blog </li></ul>