The document provides an overview of Melissa Martinez's background and qualifications in web analytics, including 10 years of experience in editorial, 8 years in web analytics, and various certifications. It also outlines a 3-day agenda for her web analytics training course, covering introductions to analytics, analyzing data, and applying insights.

1. Welcome to
Melissa Martinez
Web Analytics Coach
Cooperate.NYC
Cohort 3 – Summer 2015
Web Analytics
In Partnership with

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Professional Background
Experience
 Web Analytics
 Copywriting
 Paid Search
 Content Management
 HTML
 Newsletters
 Search Engine Optimization
 Social Media
 Adobe Photoshop, InDesign,
Dreamweaver
Summary
 10 years Editorial
 8 years Web Analytics
 4 years Content Management
 10 months Paid Search

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Professional Background
Certifications
Analytics 201: Comprehensive Training
Cardinal Path
July 2013
Google Analytics 301: Comprehensive
Training
Cardinal Path
July 2013
Web Analytics Master Certification
Market Motive
December 2013
Google AdWords Fundamentals
Certification
Google
March 2015
Google Shopping Certification
Google
March 2015
Work History
 Blue Cherry Group
 Caesars Entertainment
 CBS Radio
 Cengage Learning Publishing
 Center for Sustainable Journalism
 Creative Loafing Newspapers
 Delos Living
 L.A. Weekly
 Las Vegas CityLife
 Moguldom Media Group
 Nerve.com
 Thought Catalog

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Agenda
Day 1: Intro to Analytics
 Definition & Purpose
 User Interface Navigation
 Key Metrics & Dimensions
Day 2: Analyzing Data
 External Tools
 Segmentation
 Conversions & Attribution
Day 3: Application & Reports
 Actionable Insights
 User Profiles
 Reports

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Day 1: Intro to Web Analytics

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What is Web Analytics?
Definition
“Digital analytics is the analysis of qualitative and quantitative data
from your business and the competition to drive a continual
improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes
(both online and offline).
With the right skills, processes and technologies, you can uncover the
vital information about how you engage with your customers,
effectiveness of your engagements and give you the data on which to
take action to improve the outcome – business results”.
— Avinash Kaushik
Digital Marketing Evangelist for Google,
Author of Web Analytics 2.0, and
Co-Founder of Market Motive

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Web Analytics Provides…
Available Information
 Demographics & Interests
 Geographic Data
 Technology & Devices
 Traffic Sources
 Pages Visited
 Soft Conversions: Sign-Ups
 Hard Conversions: Purchases
Examples
 Average Visitor Age
 Average Visitor by City
 Mobile vs. Desktop
 Google / Organic
 Most Popular Pages
 Goal URLs
 Days to Purchase

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Purpose: Leveraging Actionable Insights
*Mock report using mock data

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How To Leverage Actionable Insights
Analysis > Insights > Action
 You can’t analyze if you don’t know what
you’re searching for.
 You can’t optimize if you have no
direction.
 You can’t lead if you can’t compete.
Overview
1. Know your product.
2. Know your goal.
3. Know your market.

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Web Analytics 10-Step Plan
1. Study Site
2. Study Trends & Competitors
3. Ask Questions
4. Create Goals
5. Search For Answers
6. Segment Data
7. Analyze Findings
8. Implement Action Items
9. Evaluate Findings
10. Report Findings

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Key Terms: Ask, Measure, Compare
Questions • Purpose: Why our site exists
• Objective: What we want to do
• Goal: How we are going to do that
Measurement • Key Performance Indicator (KPI): How we measure our objectives
• Targets: Values you have predetermined as indicators of success or failure
• Benchmarks: A standard with which to evaluate performance of a similar nature
• Segment: A collection of select data attributes categorized by dimensions
Methodology • Acquisition: The activity you undertake to attract people to your site
• Behavior: The activity people undertake on your site
• Outcomes: Site activities that add value to your website
Source: Market Motive

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Exercise 1: Ask Questions
 Refer to Exercise 1
in your Workbook.
 Go to www.cooperate.nyc
 Take five minutes to study
the site.
 In your Workbook, write five
questions about the site that
you would like to measure.

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Google Analytics User Interface

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Google Analytics User Interface
Source: Google Analytics Help
https://support.google.com/analytics/answer/2604608?hl=en

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Google Analytics User Interface
 Dashboards – A collection of
customizable widgets that provides a
quick overview of KPIs
 Shortcuts – Customizable reports
 Intelligence Events – Alerts and
statistical variations
 Real-Time – Reports real-time activity

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Google Analytics User Interface
 Audience – Demographics
 Acquisition – Where They Came From
 Behavior – What Visitors View On Site
 Conversions – What Visitors Do On Site

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Exercise 2: Navigate Google Analytics
 Use the next 10 minutes to
navigate the Google Analytics
UI and familiarize yourself with
some of its features.
 Refer to Exercise 2 in your
Workbook. Write down the first
three sections you navigated
towards.
 Make a note of any sections or
features you have questions
about.
 Prepare to discuss.

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Metrics & Dimensions

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Key Terms: Metrics & Dimensions
Metrics
 Quantitative (i.e., a Number)
 Located in Columns
 Examples:
 Page Views
 Pages per Visit
 Time After Search
 Bounce Rate
 Unique Purchases
 Conversion Rate
 Product Revenue
Dimension
 Qualitative (i.e., Words)
 Located in Rows
 Examples:
 Location
 Visitor Type
 Source / Medium
 Campaign Name
 Landing Page
 Search Terms
 Days to Transaction

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Key Metrics & Dimensions
MetricDimension

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Key Terms: A Quick Intro – Part 1
 Session - The period of time a user is active on your site or app. If a user is inactive
for 30 minutes or more, any future activity is attributed to a new session. Users that
leave your site and return within 30 minutes are counted as part of the original
session.
 Pageviews - An instance of a page being loaded (or reloaded) in a
browser. Pageviews is a metric defined as the total number of pages viewed.
 Source: the origin of your traffic, such as a search engine (for example, google) or a
domain (example.com).
 Medium: the general category of the source, for example, organic search (organic),
cost-per-click paid search (cpc), web referral (referral).
 (not provided) - For this category, a user reached your paged, by an undefined
keyword or phase. Example: Organic keyword or traffic encrypted by Google when
user is logged into account.
Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.

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Key Terms: A Quick Intro – Part 2
 Landing Page - The pages through which visitors entered your site.
 Ecommerce Conversion Rate - The percentage of visits that resulted
in an e-commerce transaction.
 Bounce Rate - Bounce Rate is the percentage of single-page visits
(i.e. visits in which the person left your site from the entrance page
without interacting with the page).
 In-Page Analytics – Uses heatmap graphics to analyze user page
navigation
 Last Click or Direct Conversions – The number of conversions for
which this channel was the final conversion interaction.
Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.

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Key Terms: See Workbook
 Refer to the Glossary section in
Workbook for full list of key
terms.

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Exercise 3: Ask Questions, Pt. 2
 Refer to Exercise 1 in your Workbook.
 Pick one of the five questions you wrote
in Exercise 1.
 Find the answer to one of the questions
from Exercise 1 using Google Analytics.
 You may rephrase the original question
using your knowledge of web analytics.
 Visit www.cooperate.nyc if you need any
additional information.
 Write your question and findings in
Exercise 3 of your Workbook.

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Exercise 4: Import a Dashboard
 Go to bit.ly/ImportDashboard
 Use the filters on the navigation bar to
locate a Dashboard that can help answer
the question from
Exercise 3.
 Once you locate a Dashboard that meets
your needs, click “Import”. Select your
site from the drop-down menu. Click
“Create”.
 Take five minutes to review and evaluate
the Dashboard’s metrics and KPIs.
 Prepare to discuss.

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Day 1 Wrap-Up: Questions

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Day 1 Presentation: Shortlinks
PowerPoint Presentation
 bit.ly/COOPc3WebAnalyticsPPT
Web Analytics Reference Guide
 bit.ly/COOPc3WebAnalyticsGuide
Web Analytics Workbook
 bit.ly/COOPc3WebAnalyticsWorkbook