This document summarizes a presentation about using Google Analytics audience reports to make marketing decisions. It discusses how the audience reports provide information on user demographics like age, gender, interests and buying intentions. It also shows how a client was able to segment their audience to learn that news-reading females aged 45-54 converted best from email marketing. Based on this insight, the client tailored their content, events and marketing approaches, resulting in increased bookings and revenue.

1. Audience Reporting: Using Google
Analytics to Make Real Marketing
Decisions
Christopher Miller
VP Client Services and Business Development
@tophmiller2
#DDSum13

2. An Analytics Deep Dive In 20
Minutes. Get Ready.
@tophmiller2

3. You Know About the
Audience Reports, Right?
@tophmiller2

4. Google Analytics Audience
Reports
Age: User by Age
Gender: User by Gender
Affinity: User’s Lifestyle
Other Categories: Content Users Consume
In-Market Segments: Products Users are Ready to Buy
@tophmiller2

5. How Do I Access This
Information?
@tophmiller2

6. Through a Simple Code Change
Old Google Asynchronous Code
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-1']);
_gaq.push(['_setDomainName', ‘.heylookatyou.com']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
@tophmiller2

7. ga.src =
New Google Asynchronous Code – Enable Display Advertiser
Support
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-1']);
_gaq.push(['_setDomainName', ‘.heylookatyou.com']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') +
'stats.g.doubleclick.net/dc.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
@tophmiller2

8. Where Is This Data Coming
From?
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9. COOKIES!!
@tophmiller2

10. But Is It Accurate?
Find Out About Yourself: https://www.google.com/settings/ads
But first, let’s talk about me:
Male, 25-34
Affinity Highlights:
Adventure Games
American Football
Babies and Toddlers
Beauty Pageants
Bollywood
Candy and Sweets
Fitness
Internet
Superheroes
Category Highlights:
Advertising and Marketing
Arts & Entertainment
Computers
Internet Software
Social Networking
Travel
Urban & Hop-Hip
Pretty Dang Accurate, Google
@tophmiller2

11. Back to Analytics
@tophmiller2

12. Male vs.
Female
Client’s audience is almost split
down the middle
Age Group
A hip, boutique hotel, as expected,
attracts the 25-34 age group, but
there’s a surprising drop on 35-44 and
lift for 45-64
@tophmiller2

13. Bookings by Age
Age does not correlate to bookings
(Note: Male – Female bookings split almost down the middle)
Age
25-34
45-54
55-64
35-44
18-24
65+
Visits
1,639
943
876
723
435
186
Transactions
32
10
14
26
6
4
$
$
$
$
$
$
Revenue
20,287.29
5,263.62
7,928.19
12,702.74
2,412.72
2,290.91
@tophmiller2

14. Who Are They?
News Junkies are booking
more than TV Lovers
Music Lovers, Travel Buffs
and Technophiles are level on
bookings
Movie Lovers, Cooking
Enthusiasts and Sports Fans
are level on bookings
@tophmiller2

15. What Are Their Content Interests?
The Arts and Entertainment
category carries the highest
bookings
Travelers come in a distance
second
The Business category came
in third
@tophmiller2

16. Advanced Segments to the Rescue
Creating Affinity Segments will allow for deep analysis of the data
@tophmiller2

17. How Are They Finding Us?
Music Loving Females 25 - 34, Saving PPC Budgets Since 2013
@tophmiller2

18. How About Another Advanced
Segment? Further with Technology, Behavior, Visit Dates,
Take Your Segments
Traffic Sources and E-Commerce
@tophmiller2

19. How Are They Finding Us?
News Reading Females 45 - 54, Keeping the eBlast Dream Alive
@tophmiller2

20. What Decisions Have We Made?
Based on the Data, We’re Changing How We Present Ourselves
o Now we have a better understanding that:
- 25-34 females mostly convert in organic
- 25-34 males convert higher in paid search
- 45-54 females are mainly converting from email
o We are tailoring our content and marketing voice to specifically reach these
demographics
o They now see the importance of blogging to reach their core audience
o We are now layering in more targeted events to reach our audience
event
- Introducing a special rate for people who book a room along with an
centered on a notable newsmaker
@tophmiller2

21. Results
In addition to changing how we approach event planning, we are
changing how we market ourselves
o Though launched only a handful of days ago, the event has
converted into 11 bookings, with 6 coming from the targeted
demographic
o Email marketing, now being written to target females age 45-54, has
increased bookings by 18% YoY and revenue 21% YoY
- eBlasts now have retargeting pixels with specifically targeted
ads to
mirror the email messaging
Still Early, Yet Still Awesome
@tophmiller2

22. Let’s Chat.
Christopher Miller
VP Client Services & Business
Development
Chris.Miller@StandingDog.com
@tophmiller2
#DDSum13