Getting More Out of
Web Analytics
Scott Mowery (@scottmowery)
Manager, Search Engine Marketing
& Web Analytics
Cleveland C...
We Have GA Set Up … Now What?
Saving Time
Mining Insights
Telling a Story
Saving Time
Annotations
http://bit.ly/WAannotations
• Reconfigure a report just once
• Can be edited later
• Learn More: http://bit.ly/WAshortcut
Shortcuts
Top pages report + Two filters + Sort by Entrances
+ Expansion from top 10 pages to 500 pages
“Top Ortho Pages” Shortcut
• Collect 12 reports into 1
• Springboard to dive into
other reports/shortcuts
• Learn More:
http://bit.ly/WAdashboard
Das...
Share the Wealth
Empower
the
Team
Avoid Drive-By Shootings
Google Analytics FAQ
Download: http://bit.ly/WAgaFAQ
Brush Up on Your Excel
Intelligence Events
• Automated alerts that indicate radical
changes in traffic patterns
• Includes automatic and custom a...
Mining for Insights
Segmentation Leads to Insights
Segmentation Leads to Insights
Learn More: http://bit.ly/WAsegment
Simple “Digestive” Filter
• “Power-Match” to include/exclude multiple
conditions
• Coding combines alphanumeric characters
with metacharacters (*, ^...
Advanced Filter with Regex
Shows pages with “digestive” OR
“ortho” in the URL
“Digestive Users” Filter
Show URLs that contain part of this Regex:
barrett|gerd|heartburn|gastritis|constipation|diarrhea...
Geotargeting with Regex
Lunametrics RegEx eBook:
http://bit.ly/WAregex
RegEx Cheat Sheet:
http://bit.ly/WAregex2
Read More on RegEx
• View any report just for a specific subset
of your web audience
• Apply on multiple conditions including
demographics, t...
Advanced Segments
Advanced Segments
Learn More: http://bit.ly/WAgasegments
• Personalize your
own reports with just
the dimensions &
metrics you choose
• Can be shared
with/imported from
other GA u...
Custom Error Page Report
Download: http://bit.ly/GAgallery404
Visits by Day of Week
& Hours of Day
Download: http://bit.ly/GAgallerydayhour
• Customized “on-click” elements
• Measure site engagement
• Contains multiple levels for drill-
down & roll-up reporting
...
• Take time up front to
think through structure,
hierarchy and level of
detail
• Maintain a log for
consistency and
refere...
• Original URL for 3/17/14 post:
http://health.clevelandclinic.org
/2012/05/5-healthy-habits-you-
can-learn-from-your-dog/...
Telling a Story
Don’t Accept This Question:
Can you run
me some numbers?
Apply Context to Your Data
Apply Context to Your Data
Resist Doing Top 10 Reports
Be Careful With Relying on
Averages, Ratios & Percentages
Display Your Data Correctly
Source: Extreme Presentation Blog
(http://bit.ly/WAchartchooser)
Present Actionable Insights
So What?
Learn More: http://bit.ly/WAsowhattest
Web Analytics Resources
• Google Analytics Academy
• Google Analytics YouTube Channel
• Twitter: #ganalytics, #measure
• A...
Thank You!
mowerys@ccf.org
@scottmowery
http://www.linkedin.com/in/scottmowery
Getting More Out of Web Analytics - BJC Healthcare Marketing Conference 2014
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Getting More Out of Web Analytics - BJC Healthcare Marketing Conference 2014

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Learn more on how get more out of web analytics for your website including how to save time using tools such as Google Analytics, mine important insights and present actionable data to management. This presentation was given at the BJC Healthcare Communications and Marketing Conference in St. Louis on July 10, 2014.

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Getting More Out of Web Analytics - BJC Healthcare Marketing Conference 2014

  1. 1. Getting More Out of Web Analytics Scott Mowery (@scottmowery) Manager, Search Engine Marketing & Web Analytics Cleveland Clinic 2014 BJC Communications & Marketing Conference July 10, 2014
  2. 2. We Have GA Set Up … Now What?
  3. 3. Saving Time Mining Insights Telling a Story
  4. 4. Saving Time
  5. 5. Annotations http://bit.ly/WAannotations
  6. 6. • Reconfigure a report just once • Can be edited later • Learn More: http://bit.ly/WAshortcut Shortcuts
  7. 7. Top pages report + Two filters + Sort by Entrances + Expansion from top 10 pages to 500 pages “Top Ortho Pages” Shortcut
  8. 8. • Collect 12 reports into 1 • Springboard to dive into other reports/shortcuts • Learn More: http://bit.ly/WAdashboard Dashboards
  9. 9. Share the Wealth
  10. 10. Empower the Team
  11. 11. Avoid Drive-By Shootings
  12. 12. Google Analytics FAQ Download: http://bit.ly/WAgaFAQ
  13. 13. Brush Up on Your Excel
  14. 14. Intelligence Events • Automated alerts that indicate radical changes in traffic patterns • Includes automatic and custom alerts • Alerts can be sent by email or text • Potential usage: Site crashes, content traffic spikes/drops, viral content • Learn More: • http://bit.ly/WAintelligencealerts • http://bit.ly/WAintelligencealerts2
  15. 15. Mining for Insights
  16. 16. Segmentation Leads to Insights
  17. 17. Segmentation Leads to Insights Learn More: http://bit.ly/WAsegment
  18. 18. Simple “Digestive” Filter
  19. 19. • “Power-Match” to include/exclude multiple conditions • Coding combines alphanumeric characters with metacharacters (*, ^, $, |, , ., [ ], ( ), etc.) • Can be shared across user accounts Regular Expressions (aka RegEx)
  20. 20. Advanced Filter with Regex Shows pages with “digestive” OR “ortho” in the URL
  21. 21. “Digestive Users” Filter Show URLs that contain part of this Regex: barrett|gerd|heartburn|gastritis|constipation|diarrhea|bowel|lactose| gallstone|hepatitis|colitis|diverticul|hemorrhoid|incontinence|esoph ag|pancrea|achalasia|swallowing|digestive|dyspepsia|indigestion|ga stro|stomach|abdominal|celiac|gi_bleeding|intestinal|enteritis|gallbl adder|crohns|anal|dd_overview|polyp|colo(rectal|n)|hernia|nutrition| intestin|endoscop|enteros|ercp_|liver|hipec|j-pouch|rectal
  22. 22. Geotargeting with Regex
  23. 23. Lunametrics RegEx eBook: http://bit.ly/WAregex RegEx Cheat Sheet: http://bit.ly/WAregex2 Read More on RegEx
  24. 24. • View any report just for a specific subset of your web audience • Apply on multiple conditions including demographics, technology, date of first visit, traffic sources, campaigns, pages and more • Can be saved and shared Advanced Segments
  25. 25. Advanced Segments
  26. 26. Advanced Segments Learn More: http://bit.ly/WAgasegments
  27. 27. • Personalize your own reports with just the dimensions & metrics you choose • Can be shared with/imported from other GA users Custom Reports Learn More: http://bit.ly/WAcustom & http://bit.ly/WAcustom2
  28. 28. Custom Error Page Report Download: http://bit.ly/GAgallery404
  29. 29. Visits by Day of Week & Hours of Day Download: http://bit.ly/GAgallerydayhour
  30. 30. • Customized “on-click” elements • Measure site engagement • Contains multiple levels for drill- down & roll-up reporting Event Tracking Learn More: http://bit.ly/WAgaevents
  31. 31. • Take time up front to think through structure, hierarchy and level of detail • Maintain a log for consistency and reference Campaign Tagging Learn More: http://bit.ly/WAcampaign1 http://bit.ly/WAurlbuilder
  32. 32. • Original URL for 3/17/14 post: http://health.clevelandclinic.org /2012/05/5-healthy-habits-you- can-learn-from-your-dog/ • Tagged URL: http://health.clevelandclinic.org/2012/05/5- healthy-habits-you-can-learn-from-your- dog/?utm_campaign=cc+posts&utm_medium= social&utm_source=facebook&utm_content= 140317+healthy+habits+dog Campaign Tagging Example
  33. 33. Telling a Story
  34. 34. Don’t Accept This Question: Can you run me some numbers?
  35. 35. Apply Context to Your Data
  36. 36. Apply Context to Your Data
  37. 37. Resist Doing Top 10 Reports
  38. 38. Be Careful With Relying on Averages, Ratios & Percentages
  39. 39. Display Your Data Correctly Source: Extreme Presentation Blog (http://bit.ly/WAchartchooser)
  40. 40. Present Actionable Insights So What? Learn More: http://bit.ly/WAsowhattest
  41. 41. Web Analytics Resources • Google Analytics Academy • Google Analytics YouTube Channel • Twitter: #ganalytics, #measure • Avinash Kaushik • Brian Clifton • Web Analytics Demystified blog • Lunametrics blog
  42. 42. Thank You! mowerys@ccf.org @scottmowery http://www.linkedin.com/in/scottmowery

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