Tips on putting data to work for your business. How to utilize the right tools to help you make real-time decisions to optimize your strategies and understand your success or failure.

1. Big Data 201
Analyzing and Acting on
Key Social Media and
Digital Metrics
Tips on putting data to work for
your business. How to utilize the Rachel VanArsdale
Social Media Specialist
right tools to help you make real-
time decisions to optimize your Tweet Along:
strategies and understand your
@Rcoristin05
success or failure.
@MelamedRiley

2. Overview
April 10th
• Big Data 101 Recap
• 10 Data Tools
– Focus on Google Analytics
– Data Visualization
• Third Party Data Tools

3. Big Data: Simplified
“Any data that contains non-obvious
information that businesses can
discover and exploit to improve their
outcomes is valuable data, even if it's
not necessarily ‘big.’"
- Srinidhi Melkote, Director of Analytics for Wyndham Exchange and Rentals

4. Big Data: Un-Tamed

5. Steps To Tame Big Data
1. Define Your Business Objectives
2. Set Goals To Achieve Objectives
3. Align Metrics With Goals
4. Set Quantifiable Targets
5. Define Meaningful Segments

6. Application is Key
“Applying analytics enables marketing
to combine fact-based decision-making
with creativity.”
- Marketing Profs

7. Big Data: Tamed

8. When It Comes To Measuring ROI
No Such Thing As A Silver Bullet

9. So what can you do NOW?
10 tools you can use to better understand
your data and efforts

10. 1. Do Your Prep Work
• Meet with key decision
makers
• Define what success
looks like
• Understand what you
need to measure before
collecting data

11. The Right Effort Beforehand
Will Yield Better Results In The End

12. In Google We Trust

13. Google Analytics 101: What and Where?
Who is on my site now?
• What are they looking at?
• Where did they come from?
Who came to my site?
• Where are they from?
• Have they been here before?
• How often do they come?
How did someone find my site?
• Tweet, search engine (keyword, paid or
organic?), email, QR code, campaign, etc.
What did they look at?
• What content/page?
• Where did they enter and leave?
• What did they search for?
Were they successful?
• Did they complete a goal?
• Did they convert?
• If not, where did they drop out?

14. 2. Start Tracking Owned Data
• Track Your “Owned” Marketing Initiatives:
– What content is performing best?
– What ad units are performing best?
– What platform is driving the most traffic?
Understand where and what you should continue
investing and in

15. Google URL Builder: UTM Codes
• Add UTM Parameters to
make custom URLs with
Google’s URL Builder tool
• UTM - Urchin Tracking
Module
• UTM codes only work when
the URL is linking back to one
of your domains tied to a
Google Analytics account.
Google URL Builder: http://bit.ly/10FvbiE

16. What does a UTM link look like:
Before:
http://www.themrsite.com/blog/2013/04/dumped-by-
google-reader-here-are-a-few-alternatives-to-help-you-
move-on/
After:
http://www.themrsite.com/blog/2013/04/dumped-by-
google-reader-here-are-a-few-alternatives-to-help-you-
move-
on/

17. UTM Parameter Fields
• Campaign Source: the site/platform your
content is being served on
• Campaign Medium: the marketing
medium are you using
• Campaign Term: any paid keywords that
will cause the ad to display
• Campaign Content: use this field to
differentiate between your content
• Campaign Name: define the specific
campaign various content will be
attributed to
How to use UTM Parameters: http://bit.ly/11FQMds

18. Where do you find UTM data?
• Campaign data is
dumped into a unique
Traffic Source bucket
when a visitor enters via
a UTM link
• Drill down on what
content sources,
mediums and/or
campaigns are driving
the most traffic for you

19. Where can you use UTM links?
• Social Posts
• Text Links
• Press Releases
• Banner Ads
• eNewsletters
• Email
• QR code links used in Print or Direct Mail

20. 3. Shorten URLs
• Fit into a 140 character world
• Track engagement
• Analyze your content
• Present clean URLs
• Stay organized

21. URL Shortener:
• Built-in URL
Parameter Tools
• Scheduling
functionality for
increased efficiency
• Click reporting for
shortened links

22. URL Shortener:
• Bundling:
- Organization
- Campaigns
• Advanced reporting
• QR code generation
• Easy social sharing

23. Other Notable URL Shortening Tools
• Control your alias by providing a custom one
• http://tinyurl.com/mrblog80
• URL preview feature
goo.gl
• Speculation it helps SEO
• Stay aware since you never know
when Google will make it
mandatory

24. Where should I use shortened links?
• Social Media: Facebook, Twitter, LinkedIn
• YouTube description: call to actions
• Emails
• Presentations
• QR codes
Anything traceable and clickable!

25. 4. Bonus Tool: Best Time to Tweet
• Understand when your
audience is active
• Optimize your sharing for
increased engagement
• Track seasonal trends
• Real-time data

26. MR Tweet Doc: Introduction Tab

27. MR Tweet Doc: Tweet List Tab
Data to enter:
• Tweet date – month, year and day will auto fill
• Tweet copy
• Tweet link
• Schedule time
• Number of clicks
• Segment/Category

28. MR Tweet Doc: Summary Tab

29. MR Tweet Doc: Data Source

30. MR Tweet Doc: Custom Tables
Download it here: http://bit.ly/16OZ029

31. 5. Set Goals to Measure Value
• Without clearly defined goals
it’s difficult to measure value
• Goals help you determine the
success or failure rate of your
visitor’s actions
• Start with defining the actions
you want users to take on
your site

32. Goals You Can Track
Leads:
– “Contact us” form completions
– Content downloads
– Newsletter signups
– Trial/demo requests
– Webinar signups
Site Engagement:
– Time on site
– Number of pages viewed
– Product video views
– Specific text link call to actions
– Specific content viewed on site

33. Where do I set up goals?
• Go to the “Admin” section
of Google Analytics (Top
Right)
• Select your profile name
(normally your website
name)
• Select the “Goals” section to
create and edit them

34. Goal Set Up Fields
Give Goals Descriptive Names
Start and Stop Tracking Data
Select Goal Type (4)
More Info on Goal Types: http://bit.ly/YEvdcB

35. Goal Type: URL Destination
• Track when a user enters a specific page on your website
Enter unique strand in goal URL
Select URL match type
Check this box only in the situation where
you want to match only one of two identical
More Info on URL Goals: http://bit.ly/12xNVC3
URLs which differ only by case
Match Type Info: http://bit.ly/XxqZF2

36. Goal Type: Visit Duration
• Record activity every time someone spends a certain amount of time
on your site
- What content do visitors consume who stay for more than X minutes?
- What makes these converted visitors unique?
Enter duration you want
people to stay to be
considered “converted”

37. Goal Type: Pages/Visit
• Track a goal for a set number of pages that you want visitors to view
during a visit
- How engaged are visitors with your site?
- Is your content keeping them digging and moving along a funnel?
Enter the number of pages
you want people to visit to
be considered “converted”

38. Goal Type: Event
• Track events by adding a snippet
of code to your site
• Once GA is tracking the
event, you can set it to track
categories, actions, labels, values
and implicit counts for things like:
- Content Tabs
- Buttons
- Text links
- Video plays and more
More Info on Event Goals: http://bit.ly/10uwRNi
Developer Info: http://bit.ly/Y6wxBo

39. Where do I find goal information?
• Overview: See the conversion rates and
number of completions for each goal you
have set up
• Goal URLs: See the number of completions
and the cumulative value of those
conversions distributed by each goal’s
completion page
• Reverse Goal Path: See the unique
navigation path that was used to reach the
selected goal
• Funnel Visualization: See where visitors
enter and abandon the funnel for the goal
you have selected
• Goal Flow: Visualize traffic as it flows
through your funnel toward goal completion
or conversion
Setting up Google Goals and Funnels: http://bit.ly/16Fi4Qq

40. Analyze Goal Traffic
• Segment your data by the goal you want to
analyze to view those converted visits as a unique
segment:
– Understand what makes those visitors unique enough
to convert
• View goal Source/Medium:
– Pinpoint how different social platforms are
contributing to goals
• Publications
• Ads and more
• View what efforts have (or have not) contributed
to helping you achieve goal conversions:
– You can view UTM’ed campaign data here

41. 6. Utilize Profile Filters and Segments
View your data through a special lens based on:
• Groups of People
• Sources
• Types of Visitors
• Site Behavior
• Campaigns
Understanding what separates your best customers and
visitors from your worst.

42. Advanced Segments vs. Filters
Segment: You can examine Filter: A filtered profile will
historical data for an advanced only contain data starting from
segment, even if you just created the date you created it
the segment today
Segment: You can see and Filter: You can only view data
compare multiple advanced for one filtered profile at a time
segments side by side in reports

43. When do I use a Filter vs. Segment?
• A filtered profile is usually the best choice if
you want to always exclude a certain kind of
traffic from your analysis:
– For example, create a profile that
excludes internal traffic
– You can always apply other advanced
segments to the filtered profile data
• If you want to limit some users' access to
only a subset of data, you should set up
filtered profiles for this instead of using
advanced segments

44. Where do I add profile filters?
• Go to the “Admin” section
of Google Analytics (Top
Right)
• Select your profile name
(normally your website
name)
• Select the “Filters” section
to create and edit them

45. Filter: Internal Traffic
Click “New Filter”
Name the Filter
Choose “Exclude”
and “Traffic from Enter IP Address
IP Addresses”
Don’t know it? http://whatismyipaddress.com/

46. Where do I find segments?
You can
apply, edit and
create profile
segments here:

47. Creating Advanced Segments
Add a custom
segment by
clicking here
Name your segment
Dimensions are in
green and metrics
are in blue
You can add “or”/“and”
statements to create more
complex segments (see link)
More Info on Creating Advanced Segments: http://bit.ly/ZHDCr8

48. Put Segments To Work
• View data based on specific efforts:
– Campaigns
– Marketing Medium
– Sources
• View data based on regions:
– Regional Reporting: Cities or
States
– Where do you have growth?
– What region is
converting/consuming more?
• View data based on brand recognition:
– Segment visits “Including” brand terms
– Segment visits “Excluding” brand terms
– Evaluate what makes them different

49. Some Handy Segments: Click to Add
• Social Media Visit with 5+ Pages Viewed
http://bit.ly/12vYMjG
• All Social Traffic
http://bit.ly/16Fh2E8
• Social Media Converting Traffic
http://bit.ly/Z1JRKv
• Mobile Visitors (By Operating System)
http://bit.ly/16Fhhz9
• 3 Keyword Visit
http://bit.ly/17l5SHV
• Organic Converting Traffic
http://bit.ly/ZHDOXC
• Other Ready-To-Use Google Segments:
http://bit.ly/16Gg1xo
Source: Koozai and Avinash

50. 7. Visitor Funnel
Add a segment to understand
how different types of groups
of people navigate your site.

51. EX: A Mobile Traffic Segment
Can Help You Identify:
• What content could be useful in a
mobile app
• How to make your site more mobile
friendly

52. 8. Intelligence Events
• Find out when and where something
unexpected happened:
• A spike or dip in traffic
• Increase in goal conversions
• Analyze metrics and dimension against
forecasted values to call out variances:
• Daily
• Weekly
• Monthly
• Automatic Alerts and Custom Alerts
How to create custom alerts: http://bit.ly/Z8ptHy

53. Monthly Event Example
Metric View

54. Monthly Event Example
Dimension View
View a single
dimension/metric
alerts report

55. 9. Utilize Google’s Solutions Gallery
• Google has done the work for you
• Easy to download dashboards
• Choose the type of reporting
tool you need
• Find the solution that meets
your business’ specific goals
• Pinpoint the metrics that help
you decipher which initiatives
you are investing in are working
Find it here: http://bit.ly/ZHDYOJ

56. Social Media Dashboard
Click to add
• Easy to read dashboards
• New visitor acquisition from social
• Social visits and quality from mobile
• On-site social actions
• Social traffic analysis
• And more
Select Profile and Click “Create” Some metrics do need set-up to track accordingly

57. 10. Data Visualization
• Do your prep work to make the
process easier
• Take the time to do it regularly
• Understand how your key
decision makers like to consume
data
• Use the available native tools

58. Google’s Dashboards and Widgets
• Take pre-defined metrics and add them to
your Google dashboard
• View saved dashboards and add
new ones
• Create custom dashboards by
adding widgets for your key
metrics

59. Native Social Dashboards
• Facebook Insights
• YouTube Insights
• Pinterest Analytics
• Hootsuite Dashboard
• “Share This” Stats

60. When It Comes To Data Dashboards
One Size Does Not Fit All

61. Third Party Data Tools/Curators
• PageLever • Excellent Analytics
• Tableau • Statigram
• Social Bro • Pingraphy
• Tweet Reach
• Hubspot • Geckoboard
• Facebook Data • Topsy
Grabber • Bring Share
• Visual.ly – Google Tool

62. Don’t get lost in the data
• Your audience is telling you what they
want, and what you should be doing
Stop and Listen

63. Any Questions?
@Rcoristin05
or
@MelamedRiley
rvanarsdale@mradvertising.com