Web analytics involves the analysis of qualitative and quantitative website data to drive continual improvement of the customer experience and achieve desired business outcomes. It is important to use web analytics to gain actionable insights rather than just looking in the rear view mirror. Implementing a full web analytics program requires setting goals, training, custom reports, and taking actions based on insights to drive uplift. Google Analytics is a powerful and free tool that can provide valuable reporting and insights to organizations, especially when the right resources are dedicated to analyzing the data. While some were skeptical of a free tool in the past, Google Analytics competes with top paid solutions and is a strategically important product for Google's large advertising business.

2. Our Clients

3. Sorry your baby is ugly.

4. How you see your website...

5. and your customer’s view.

6. How can website analytics help?

9. What is web analytics?

10. Web Analytics Is: 1. The analysis of qualitative and quantitative data from your website and the competition 2. To drive a continual improvement of the online experience that your customers, and potential customers have 3. Which translates into your desired outcomes (online and offline) Avinash Kaushik Elvis of Analytics

11. Web analytics is about actionable insights

12. and outcomes

13. Don’t use your web analytics as a rear view mirror

14. Instead, achieve this and you’ll gain a huge competitive advantage:

15. Warning! You don’t need analytics software you need a website analytics programme

16. Putting together a web analytics ‘programme’ Analytics team Set your goals Training Custom reports Insight Actions = Uplift

17. using google analytics for local authority websites Part Two

20. Google Analytics... Is a powerful website analytics tool Is used by 50% of the world’s top 1million websites In the right hands can help councils to get actionable insights

21. 5 Benefits of Google Analytics

22. Powerful Reporting 100+ reports

23. Highly Intuitive

24. There are no infrastructure costs

25. Highly Scalable

26. It’s Free (but not cheap)

27. 10:90 Rule Our Goal: Highest value from Web Analytics implementation Cost of analytics tool & vendor professional services: $10 Required investment in “intelligent resources/analysts” :$90 Avinash Kaushik Elvis of Analytics

28. 10:90 Rule Our Goal: Highest value from Web Analytics implementation Cost of analytics tool & vendor professional services: $10 Required investment in “intelligent resources/analysts” :$90 Lets just call it the Rooney rule! 90% 10%

29. If it’s free is it any good? “ Can I really present Google Analytics as a serious solution to senior management?” Maybe 5 years ago no.... But it has undergone HUGE investment Competes right at the top with other vendor solutions Google is an advertising company with annual revenues of $20billion GA is a major part of that advertising service It’s strategically important

30. If it’s free is it any good? Maybe 5 years ago no.... But it has undergone HUGE investment Competes right at the top with other vendor solutions Google is an advertising company with annual revenues of $20billion GA is a major part of that advertising service It’s strategically important

31. Google classes Google Analytics data as confidential information. As such it has some strict rules around who can access that data. What about Google reading my data?

32. What about Google reading my data? 1. No data-sharing without consent 2. On-going investment in security 3. Policy enforcement with compliance audits As such it has some strict rules around who can access that data. This means staff at Google do not have access to your data without your prior consent.

33. What about data privacy laws? It’s important to consider Personally Identifiable Information (PII) Maybe 5 years ago no.... But it has undergone HUGE investment Competes right at the top with other vendor solutions Google is an advertising company with annual revenues of $20billion GA is a major part of that advertising service It’s strategically important

34. Personally Identifiable Information DPA makes specific provisions for obtaining, holding and disclosing of PII

35. Personally Identifiable Information 2. The crucial aspect of the Act is the transfer of personal data outside of the EU

36. Personally Identifiable Information 3. Google specifically prohibits the storing of PII in Google Analytics

41. Thank you! Russell Sutton 0854 5000 408 www.conversionworks.co.uk [email_address]