This document provides an introduction and overview of web analytics and Google Analytics. It begins with introductions and qualifications of the instructor. The objective is to teach how to use web analytics to understand and optimize a website. Key concepts that will be covered include what web analytics is, why websites collect data, how to build a data framework, what Google Analytics is, and how to set up a Google Analytics account. The document provides definitions and examples of key terms like dimensions, metrics, key performance indicators, and campaign tagging. It also includes code snippets for proper Google Analytics tagging and implementation.
Making your analytics talk business | Big Data DemystifiedOmid Vahdaty
MAKING YOUR ANALYTICS TALK BUSINESS
Aligning your analysis to the business is fundamental for all types of analytics (digital or product analytics, business intelligence, etc) and is vertical- and tool agnostic. In this talk we will build on the discussion that was started in the previous meetup, and will discuss how analysts can learn to derive their stakeholders' expectations, how to shift from metrics to "real" KPIs, and how to approach an analysis in order to create real impact.
This session is primarily geared towards those starting out into analytics, practitioners who feel that they are still struggling to prove their value in the organization or simply folks who want to power up their reporting and recommendation skills. If you are already a master at aligning your analysis to the business, you're most welcome as well: join us to share your experiences so that we can all learn from each other and improve!
Bios:
Eliza Savov - Eliza is the team lead of the Customer Experience and Analytics team at Clicktale, the worldwide leader in behavioral analytics. She has extensive experience working with data analytics, having previously worked at Clicktale as a senior customer experience analyst, and as a product analyst at Seeking Alpha.
Pragmatic Guide to Enhanced Data CapabilitiesJeff Potter
A guide based on experience building a data capabilities inside of Jane.com, one of the fastest growing ecommerce marketplaces. This provides many helpful tools to improve a companies analytical capabilities. Topics covered:
Why is data so important right now?
How should I think about data?
How can I prioritize the right data?
What data projects am I missing?
Bonus: How can I build a data team?
Customers seeking product support don’t want to browse your site, engage with your content, or contact you. Stop using marketing success indicators for your support content. Attendees will learn how to:
Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
Making your analytics talk business | Big Data DemystifiedOmid Vahdaty
MAKING YOUR ANALYTICS TALK BUSINESS
Aligning your analysis to the business is fundamental for all types of analytics (digital or product analytics, business intelligence, etc) and is vertical- and tool agnostic. In this talk we will build on the discussion that was started in the previous meetup, and will discuss how analysts can learn to derive their stakeholders' expectations, how to shift from metrics to "real" KPIs, and how to approach an analysis in order to create real impact.
This session is primarily geared towards those starting out into analytics, practitioners who feel that they are still struggling to prove their value in the organization or simply folks who want to power up their reporting and recommendation skills. If you are already a master at aligning your analysis to the business, you're most welcome as well: join us to share your experiences so that we can all learn from each other and improve!
Bios:
Eliza Savov - Eliza is the team lead of the Customer Experience and Analytics team at Clicktale, the worldwide leader in behavioral analytics. She has extensive experience working with data analytics, having previously worked at Clicktale as a senior customer experience analyst, and as a product analyst at Seeking Alpha.
Pragmatic Guide to Enhanced Data CapabilitiesJeff Potter
A guide based on experience building a data capabilities inside of Jane.com, one of the fastest growing ecommerce marketplaces. This provides many helpful tools to improve a companies analytical capabilities. Topics covered:
Why is data so important right now?
How should I think about data?
How can I prioritize the right data?
What data projects am I missing?
Bonus: How can I build a data team?
Customers seeking product support don’t want to browse your site, engage with your content, or contact you. Stop using marketing success indicators for your support content. Attendees will learn how to:
Establish KPIs that improve your support experience, reduce contact volume and save you money on in-person support.
Learn the difference between tactical metrics that help you identify improvement opportunities and success metrics that measure support effectiveness.
Use segments in Google Analytics to monitor contact rates and content effectiveness. We’ll use examples from Autodesk’s customer service content strategy to demonstrate how we used metrics to identify improvement opportunities, reduce contact volumes, and measure the effectiveness of our support experience.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
Measuring What Really Matters: Search Engine Metrics & Tracking Tips - David ...Energy Digital Summit
This presentation was written by David Underwood, President/CEO of Top Spot Internet Marketing. David was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
Radical Analytics, Superweek Hungary, January 2017Stéphane Hamel
We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!
Instead, take the lead - be the expert; Show them the light; pave the way!
In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!
This document proposes advanced data analytics as the key solution for building intimate knowledge about our customers’ behaviour, preferences and aspirations; an essential requirement for maximizing revenue in our current competitive environment.
There are only TWO substantial phases in a life of a digital service: either they are being built or they are being optimized. How to improve your UX with digital analytics?
Retail AI at work: How leading retailers are using AI to optimize pricing and...National Retail Federation
NRF 2019: Retail's Big Show
Michael Feindt, Founder and Chief Scientific Officer, Blue Yonder
Desikan Madhavanur, EVP and Chief Product Development Officer, JDA Software
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
Data Strategy for Digital Sales : Case Study & Best PracticeBarry Magee
Citrix Peer Exchange : Indeed.com - Oct 2020 - Barry Magee
I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results.
https://www.linkedin.com/in/barrymagee/
4 Signs That Your Agency is UnderperformingDemandWave
Does Your Agency live up to their Sales pitch?
#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).
#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).
If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.
A fable that was told in India many years ago. It is a good warning about how our sensory perceptions can lead to misinterpretations.
If I retold this story today to teach a lesson about BI, I might call it “Three blind analysts and a data warehouse.” Business people struggle every day to make sense of data, stumbling blindly, touching only small parts of the information, and coming away with a narrow and fragmented understanding of what it means. Conventional BI tools make it unnecessarily difficult to explore data from multiple perspectives, so analysts tend to pursue only a limited set of predetermined questions. It is simply too time consuming to explore the data thoroughly, allowing fresh discoveries to lead them to comprehensive and free-flowing exploration. Without the ability to examine data from multiple perspectives simultaneously, many of the meaningful relationships that exist in our data will remain hidden.
We stumble blindly and understand only in part, mostly because we are disabled by ineffective tools. BI solution makes it so easy to shift from one perspective to another while exploring and analyzing data that we, as analysts, are encouraged to pursue every question that arises during the process, almost as fast as we can think of them. Because we are not distracted by the mechanics of using the software or forced to go through time-consuming steps to get from one view of the data to another, we become immersed in the data and the analytical process. We are able to spend our time thinking about the data, not wrestling with the software.
WA-UX - data and strategies - Talk by ShivamShivam Dhawan
A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
Measuring What Really Matters: Search Engine Metrics & Tracking Tips - David ...Energy Digital Summit
This presentation was written by David Underwood, President/CEO of Top Spot Internet Marketing. David was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
Radical Analytics, Superweek Hungary, January 2017Stéphane Hamel
We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!
Instead, take the lead - be the expert; Show them the light; pave the way!
In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!
This document proposes advanced data analytics as the key solution for building intimate knowledge about our customers’ behaviour, preferences and aspirations; an essential requirement for maximizing revenue in our current competitive environment.
There are only TWO substantial phases in a life of a digital service: either they are being built or they are being optimized. How to improve your UX with digital analytics?
Retail AI at work: How leading retailers are using AI to optimize pricing and...National Retail Federation
NRF 2019: Retail's Big Show
Michael Feindt, Founder and Chief Scientific Officer, Blue Yonder
Desikan Madhavanur, EVP and Chief Product Development Officer, JDA Software
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
Data Strategy for Digital Sales : Case Study & Best PracticeBarry Magee
Citrix Peer Exchange : Indeed.com - Oct 2020 - Barry Magee
I'm an experienced senior business leader focused on how data-driven transformation creates organisational value with deep experience in sales, marketing, strategy, operations, and change management. I’m a recognized industry-leading specialist and academic on effective and systemic innovation using data and analytics to build competitive advantage and tangible results.
https://www.linkedin.com/in/barrymagee/
4 Signs That Your Agency is UnderperformingDemandWave
Does Your Agency live up to their Sales pitch?
#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).
#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).
If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.
A fable that was told in India many years ago. It is a good warning about how our sensory perceptions can lead to misinterpretations.
If I retold this story today to teach a lesson about BI, I might call it “Three blind analysts and a data warehouse.” Business people struggle every day to make sense of data, stumbling blindly, touching only small parts of the information, and coming away with a narrow and fragmented understanding of what it means. Conventional BI tools make it unnecessarily difficult to explore data from multiple perspectives, so analysts tend to pursue only a limited set of predetermined questions. It is simply too time consuming to explore the data thoroughly, allowing fresh discoveries to lead them to comprehensive and free-flowing exploration. Without the ability to examine data from multiple perspectives simultaneously, many of the meaningful relationships that exist in our data will remain hidden.
We stumble blindly and understand only in part, mostly because we are disabled by ineffective tools. BI solution makes it so easy to shift from one perspective to another while exploring and analyzing data that we, as analysts, are encouraged to pursue every question that arises during the process, almost as fast as we can think of them. Because we are not distracted by the mechanics of using the software or forced to go through time-consuming steps to get from one view of the data to another, we become immersed in the data and the analytical process. We are able to spend our time thinking about the data, not wrestling with the software.
Digital Badges: A Tool for Embedded Library InstructionEmily Ford
Digital badges, much like embroidered scouting badges, signify an earner’s skills. In higher education educators are using badges to certify student achievements. Badges communicate to students, faculty, and the public what skills students earn during their course of study much better than can a letter grade, certificate, or diploma.
This session will begin with a theoretical background informing badging including: gamification, motivation, neoliberalization of education, technological innovation, and competency-based curriculum. Next we will discuss how our team--three Community Health professors and one librarian from Portland State University--embedded badges for information literacy into three undergraduate Community Health courses during Fall 2014. Finally, we will present what we learned from the experience. By discussing our learning outcomes-based approach to instructional design, “how tos” of implementing badge technology, and discussing lessons learned, session attendees will discover ways to approach and implement badges at their home institutions.
Emily Ford, Urban & Public Affairs Librarian, Portland State University
Betty Izumi, Assistant Professor of Community Health, Portland State University
Jost Lottes, Research Associate, Institute on Aging, Portland State University
Dawn Richardson, Assistant Professor of Community Health, Portland State University
Combining content analytics and activity tracking to mine user interests and ...Andrii Vozniuk
The paper was presented at UMAP PALE 2016: goo.gl/5cJsSK
Finding relevant content is one of the core activities of users interacting with a content repository, be it knowledge workers using an organizational knowledge management system at a workplace or self-regulated learners collaborating in a learning environment. Due to the number of content items stored in such repositories potentially reaching millions or more, and quickly increasing, for the user it can be challenging to find relevant content by browsing or relying on the available search engine. In this paper, we propose to address the problem by providing content and people recommendations based on user interests, enabling relevant knowledge discovery. To build a user interests profile automatically, we propose an approach combining content analytics and activity tracking. We have implemented the recommender system in Graasp, a knowledge management system employed in educational and humanitarian domains. The conducted preliminary evaluation demonstrated an ability of the approach to identify interests relevant to the user and to recommend relevant content.
Narnolia Securities Limited positive to buy stocks of Prestige Estates, Tech Mahindra and Lupin with target price of Rs. 165, Rs 2130 and Rs. 1000 respectively. Also sell with a revised price target of Rs. 400 Cummins stock
Leverage Analytics for Decision Support and Improved Retail PerformancePerficient, Inc.
In an industry with razor thin margins, being profitable requires leaders to make the best use of every resource available. When you join this Webcast you’ll hear how retailers like Romano’s Macaroni Grill are using Business Analytics to manage strategic direction using actionable reports, scorecards, dashboards, and financial/operational plans for greater performance and profitability.
Webinar attendees will learn how the Macaroni Grill, a leader in upscale casual dining with more than 220 locations, is supporting decisions with analytics and moving beyond basic financial reporting using Perficient’s Retail Pathways™ solution. You will hear how they evaluate leading indicators and use analytical processes to efficiently produce actionable information for improved corporate performance.
In this webinar, learn how Perficient's Retail Pathways is helping companies like Macaroni Grill use business analytics for:
Market Basket Analysis
Store/Restaurant Performance
Executive, Operational & Sales Dashboards
Customer Ad-Hoc Analysis Reporting
Benchmarking, Ranking & Scorecards
Inter-Departmental Collaboration
Labor, P&L and General Ledger Planning and Insights
Perficient’s Retail Pathways™ solution is a three-time award-winning analytical solution built on IBM’s Cognos10 platform. Retail Pathways™ incorporates pre-defined reports and dashboards around a common data architecture and is supported by Perficient’s retail practice group, an inter-disciplinary team, composed of individuals with backgrounds in retail, business process, systems architecture and design.
Speakers
Tim Dungan, V.P. of Planning and Analysis for Romano’s Macaroni Grill
Macaroni Grill recently completed an overhaul of reporting and analytic systems using Cognos Express product solutions. Mr. Dungan has over 20 years of operations, accounting, and finance experience in the hospitality space with Planet Hollywood, Dave & Buster’s, and Ruth’s Hospitality Group.
Erik Duffield, Director of IBM Business Analytics Retail Practice, Perficient
Mr. Duffield specializes in Retail Performance Management and Corporate Finance. He leads the Retail Practice organization for Perficient and works extensively with organizations looking for material change in performance. His expertise is developing organizational metrics to drive performance through a more effective, analytical understanding of the business.
The Pace of technology and Today's customers demands Real time marketing, because the current marketing is driven by processes - leading to creation of silos.
The need of the hour is customer centric marketing that is fast, decisive, engaging and providing great customer experience in real time.
Plumb5 from Decisive Analytical Solutions is a robust real time marketing platform that helps companies to generate more online customers at low acquisition costs.
Plumb5 is a unique real time web analytics, personalization and engagement Platform that provides end to end customer centric, online marketing solutions in real time. It helps enterprises, especially e-commerce and retail companies to enhance Conversion rates, ARPU, Campaign ROI’s and customer experience while facilitating reduction in customer acquisition, marketing and resource management costs.
Today, Plumb 5 is the only platform that provides integration across all customer touch points while acting as a platform to personalize, interact and engage with audience in real time. Because the robust platform of Plumb5 provides Real Time Analytics, Real Time Content Optimization, Real Time Personalization, Real Time Customer Engagement, Campaign Management & Marketing Automation, Customer Loyalty and Social CRM features in one platform to deliver seamless Customer experience and conversions.
Built on the solid foundations of real time analytics, the platform provides rule based automation, to enable real time segmentation, behavioural scoring, social media trending to understand user intentions and behaviour to provide a unique 360 degree view of every customer which helps in accurately predicting real time customer value (CLV) through tagging mechanisms across customer touch points to effectively cross-sell and up-sell products.
Using Unstructured Text Data to Stay Ahead of Market Trends and Quantify Cust...Course5i
With the exponential growth of social media and new touchpoints, customers are interacting with brands and organizations at a much faster pace, generating volumes of unstructured data in the form of customer reviews, feedback, preferences, trends, etc. Other metadata such as demographic data, transaction data or point of sale data, when combined with unstructured data can help organizations better understand consumer behavior and market forces, at a much more granular and deeper level. This enables brands to make effective business decisions for profitable growth.
This presentation explains how unstructured data analytics can help in building a digital library of news, blogs, and research papers to keep track of changing trends and news, as well as creating a digital summary to ensure information from various online resources are used to ensure technology, product development, and customer experience teams stay updated about the latest trends.
The presentation also covered and introduced our Unstructured Text Analytics Platform ("UTAP") which allows the automation of classification of unstructured text data to categories, enabling organizations to track customer categories/issues over a stipulated period of time, with faster and more efficient analysis of unstructured text data.
Download "A brief introduction to the technical implementation of Google Analytics". Thanks for your interest in this presentation. I tried to enable the download for the presentation several times, but it just doesn't seem to work.
As an alternative, you can now download the Google Analytics presentation at http://www.queromediashare.com/presentation/Google%20Analytics.ppt
Have fun with it!
Measuring SharePoint Adoption and Engagement. In this presentation, Peder Enhorning, President & CEO, Unilytics Corporation, expounds on the importance of using web analytics to measure SharePoint engagement, productivity, process streamlining and automation, and preferred communication channel.
Customer development / market validation in 10 days. Discover new markets for your current Product / Service, find real needs of your current market and verify if you product /service could reach real market even if your product is just an idea and not yet ready.
A Step by Step Approach to Actionable Website KPIsUnilytics
Learn How Well Designed KPI’s Immediately Inform How Your Website is Performing. This webinar presents a real world methodology to build relevant KPIs that provide direct feedback on the success of your website and organization.
How Truly Effective CRO Requires Great UXGiles Thomas
How Truly Effective CRO Requires Great UX - How CRO is about profits not conversions. How an effective CRO process requires qualitative and quantitative data analysis for test hypothesis ideas and big profit lifts.
Advanced Google Analytics 4.0 by Aviso DigitalSumeet Mayor
Advanced Google Analytics facilitates Data Collection and processes it into readable reports. Custom Dimensions, Custom Metrics, and Event Tracking help collect data that's specific to your business. It demonstrates more advanced analysis techniques using segmentation, channel reports, audience reports, and custom reports, as well as marketing strategies like remarketing and Dynamic Remarketing that show ads to customers who have visited your website.
• Data Collection and Processing
o Google Analytics data collection
o Categorizing into users and sessions
o Applying configuration settings
o Storing data and generating reports
o Creating a measurement plan
• Setting Up Data Collection and Configuration
o Organize your Analytics account
o Set up advanced filters on views
o Create your own Custom Dimensions
o Create your own Custom Metrics
o Understand user behavior with Event Tracking
o More useful configurations
• Advanced Analysis Tools and Techniques
o Segment data for insight
o Analyze data by channel
o Analyze data by audience
o Analyze data with Custom Reports
• Advanced Marketing Tools
o Remarketing
o Better targeting with Dynamic Remarketing
Slides from my talk given to the Kuala Lumpur (Malaysia) chapter of the Google Technology User Group (GTUG). The talk covered how to use Google Analytics to track websites and applications.
Advanced Google Analytics 4.0 by Aviso Digital Sumeet Mayor
Advanced Google Analytics facilitates Data Cllection and processess it into readable reports. Custom Dimensions, Custom Metrics, and Event Tracking help collect data that's specific to your business. It demonstrates more advanced analysis techniques using segmentation, channel reports, audience reports, and custom reports, as well as marketing strategies like remarketing and Dynamic Remarketing that show ads to customers who have visited your website.
• Data Collection and Processing
o Google Analytics data collection
o Categorizing into users and sessions
o Applying configuration settings
o Storing data and generating reports
o Creating a measurement plan
• Setting Up Data Collection and Configuration
o Organize your Analytics account
o Set up advanced filters on views
o Create your own Custom Dimensions
o Create your own Custom Metrics
o Understand user behavior with Event Tracking
o More useful configurations
• Advanced Analysis Tools and Techniques
o Segment data for insight
o Analyze data by channel
o Analyze data by audience
o Analyze data with Custom Reports
• Advanced Marketing Tools
o Remarketing
o Better targeting with Dynamic Remarketing
2. Justin Goodman
• Google Analytics & Adwords
Individual Qualification
• 10 years in Internet Marketing
• Forbes.com Contributor
• Blogs Featured on SEOMoz
• Speaker:
– Digital World Expo
– International Association of
Business Communicators
• American Marketing
Association Member
4. Course Objective
• How to
• What will be provided
– Resources
– Tools
• Terminologies
• Glossary
5. Analytics
• What is Web Analytics
– What is Google analytics
• Why do you have a website?
• Building a website measurement
framework
6. What is Web Analytics
• Web Analytics is the
measurement, collection, analysis and
reporting of Internet data for the purposes of
understanding and optimizing Web usage.
-Web Analytics Association
(Now Digital Analytics Association)
7. What is Web Analytics
• "Analytics is the process of obtaining an
optimal and realistic decision based on existing
data."
-Stehpane Hamel
• “Study of online experience, in order to
improve it
-Brian Clifton
8. What is Google Analytics
• Google Analytics (GA) is a service offered by
Google that generates detailed statistics about a
website's traffic and traffic sources and measures
conversions and sales.
The product is aimed at marketers as opposed to
webmasters and technologists from which the
industry of web analytics originally grew. It is the
most widely used website statistics service.
- Wikipedia
9. Why do you have a website
• Exposure
• Communication Portal
• Promote yourself/ your services
10. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Key Business Objective
• This is the answer to the question: "Why does your website exist?“
• -Avinash Kaushik, Google Analytics Evangalist
11. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Activity
• The condition in which things are happening or being done.
• A specific deed, action, function, or sphere of action
12. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Key Performance Indicator
• Measures that help you understand how you are doing against
your objectives.
• -Avinash Kaushik
13. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Dimension
• A dimension is an descriptive attribute or characteristic of an object that
can be given different values.
• Simply put, the labels, descriptive names, within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
14. Data Framework
Dimensions
Activity KPI
Key Business & Metrics
Objective Dimensions
Activity KPI
& Metrics
Metric
• Metrics are individual elements of a dimension that can be measured as a
sum or a ratio.
• Simply put, the numbers within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
15. Data Framework Sample
Visits
Metrics
Bounce Rate
Increase Non-Branded Engaged
New Visits by 5% ; 6 months Organic
Dimensions New Visit
SEO Non-Brand
Increase Page 1 Visibility in Google
Increase Page 1 Visibility in Metrics Organic Rank
Increase New Google Organic10%; 6 months
Organic by by 10%; 6 months Dimension Google
Ecommerce Sales
Conversion Rate
Metrics
Increase Conversion Rate for Bounce Rate
Conversion Rate
Potential Customers by 10%; 6
Optimization months New visitor
Dimensions
Product Pages
16. Setting up Google Analytics
• Google Analytics Account Creation
• Tag Manager
• Setting up Goals
• Setting up Events
28. What is Campaign Tagging?
• Used for Marketing Links pointing to your GA
tracked website
• Used to track online advertising campaigns
– Email Marketing
– Display Advertising
– Paid Search
– Etc.
• Auto Tagging
– Google paid search
31. Tagging a Link?
Required. Use utm_source to identify a search engine, newsletter name or
Campaign Source
other source.
(utm_source)
Example: utm_source=google
Required. Use utm_medium to identify a medium such as email or cost-
Campaign Medium
per- click.
(utm_medium)
Example: utm_medium=cpc
Campaign Term Used for paid search. Use utm_term to note the keywords for this ad.
(utm_term) Example: utm_term=running+shoes
Used for A/B testing and content-targeted ads. Use utm_content to
Campaign Content
differentiate ads or links that point to the same URL.
(utm_content)
Examples: utm_content=logolink orutm_content=textlink
Used for keyword analysis. Use utm_campaign to identify a specific product
Campaign Name
promotion or strategic campaign.
(utm_campaign)
Example: utm_campaign=spring_sale
32. Conversion Breakdown
Should you cut your email marketing
Revenue Per Channel
budget?
Untagged Tagged
Social
PPC
Organic
Email
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
40. Event Tracking
• category (required) - The name you supply for the group of objects you want to track.
• action (required) - A string that is uniquely paired with each category, and commonly
used to define the type of user interaction for the web object.
• label (optional) - An optional string to provide additional dimensions to the event data.
• value (optional) - An integer that you can use to provide numerical data about the user
event.
• non-interaction (optional) - A boolean that when set to true, indicates that the event hit
will not be used in bounce-rate calculation.
http://online-behavior.com/analytics/definitionhttp://www.advanced-web-metrics.com/images/what-is-web-analytics.pngAt the end of the day, the role of an analyst is to understand a business context, understand the constraints and the desired outcomes, use whichever data makes sense, and offer optimal AND realistic solutions to the business.
http://en.wikipedia.org/wiki/Google_Analytics
So, how do we get to good data and develop a data framework. A Basic framework will have 4 levels, The first level is the Key Business Objective.
The Second level is the Marketing Activity
The third level is a KPI for that specific Marketing Activity
And the fourth level is the Specific Dimensions and Metrics required to report on the KPI
When thinking about your dimensions and metrics, think about your data sources. This is also a good time to identify each source of data.
Lets Look and an example for an ecommerce website.Third and fourth layer will be replaced by person who would read that report