Empirical Path's Jim Snyder presented a webinar, "Google Analytics on Steroids - New Features: What You Need to Know," with one of our agency partners and clients, Seattle search engine marketing firm Point It. Jim and Point It's Preston Parshall taught attendees:
• Powerful new features in Google Analytics and why that's important to you
• How to get actionable, impactful, data out of Google Analytics
• How to integrate data into Salesforce and other CRMs
• How to use attribution modeling & remarketing in Google Analytics
Please see our blog post and video here: http://ow.ly/hClQG
What’s New in Google Analytics: New Features & What You Need to KnowEmpirical Path
Empirical Path web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It. The presentation covers:
- How to give credit to various sources across your sales funnel with the MultiChannel Funnels/Attribution Modeling Tool
- How to use Content Experiments to test different versions of your site to understand the most effective versions of landing pages
- How to track the same visitors across mobile to your website using Universal Analytics
Track Report & Optimize Your Web CreationsEmpirical Path
Peter Howley of Empirical Path delivered this presentation to the HTTQ web design and developers group in April 2013. Topics include counting conversions, segmenting audiences, testing ideas, and sharing insights using Google Analytics, Optimizely, Klipfolio and other tools. Video also available at TBD.
Metrics to Track Using Google Analytics for a SAAS companySimi Pam
Knowing what to track in your business is 100% as important as knowing that you ought to track your product usage. If you own an SAAS company, this will show you the five main metrics coupled along with the five main business principles you ought to follow. All done using google analytics.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
This is EXTREMELY DATED. I performed this prior to 2010 and much of the data is no longer valid. Please contact me to receive a FREE Google Analytics Audit.
NOTE: Concentrates on data collection and value definition ... not feature sets. This PPT combines analysis provided from Google Analytics and WebTrends Analytics for the same data.
How to use pertinently Google Analytics, by Gilles BarbierTheFamily
Regarding Web Analytics, Google Analytics is by far the most commonly used tool. For any kind of websites, it helps community or product managers to understand what is really going on.
Unfortunately, Google Analytics is also the tool the most poorly understood and thus, misused!
This workshop will give you insight to master this precious tool in a efficent way.
What’s New in Google Analytics: New Features & What You Need to KnowEmpirical Path
Empirical Path web analytics practice lead Jim Snyder was featured in another webinar with one of our agency partners and clients, Seattle search engine marketing firm Point It. The presentation covers:
- How to give credit to various sources across your sales funnel with the MultiChannel Funnels/Attribution Modeling Tool
- How to use Content Experiments to test different versions of your site to understand the most effective versions of landing pages
- How to track the same visitors across mobile to your website using Universal Analytics
Track Report & Optimize Your Web CreationsEmpirical Path
Peter Howley of Empirical Path delivered this presentation to the HTTQ web design and developers group in April 2013. Topics include counting conversions, segmenting audiences, testing ideas, and sharing insights using Google Analytics, Optimizely, Klipfolio and other tools. Video also available at TBD.
Metrics to Track Using Google Analytics for a SAAS companySimi Pam
Knowing what to track in your business is 100% as important as knowing that you ought to track your product usage. If you own an SAAS company, this will show you the five main metrics coupled along with the five main business principles you ought to follow. All done using google analytics.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
This is EXTREMELY DATED. I performed this prior to 2010 and much of the data is no longer valid. Please contact me to receive a FREE Google Analytics Audit.
NOTE: Concentrates on data collection and value definition ... not feature sets. This PPT combines analysis provided from Google Analytics and WebTrends Analytics for the same data.
How to use pertinently Google Analytics, by Gilles BarbierTheFamily
Regarding Web Analytics, Google Analytics is by far the most commonly used tool. For any kind of websites, it helps community or product managers to understand what is really going on.
Unfortunately, Google Analytics is also the tool the most poorly understood and thus, misused!
This workshop will give you insight to master this precious tool in a efficent way.
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!
This presentation covers methods to set up Google Analytics on your website. It also includes basic terminologies / jargons / concepts that are used throughout Google Analytics
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do.
I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds.
This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.
Learn more about Google Analytics, how to create a google analytics account, how to read google analytics metrics, how to navigate the google analytics console. Reference is the Google Analytics Demo Account. Google Analytics is a free analytical tool for measuring the performance of a website, blog, mobile app, or an e-commerce site.
Google Analytics 발표 자료
참고:
구글 애널리틱스: 웹 로그 분석의 시작과 끝 (개정판)
Analytics Academy (https://analyticsacademy.withgoogle.com/)
Google Analytics - Google Developers (https://developers.google.com/analytics/)
Peter Howley of Google Analytics and Google Tag Manager Certified Partner Empirical Path trained the ABQ Web Geeks web professionals group on the free Google Tag Manager
Smart Data with Google's Universal AnalyticsAdrian Vender
Take advantage of Google's new Universal Analytics platform. Learn how to track users across multiple devices, create and import new data fields and metrics, integrate with 3rd party marketing systems... you'll even learn how to track data from your office coffee machine! I'll cover how to correct and improve your Google Analytics implementation so you can make smart data analysis.
Google Analytics plays an important role in making important business decisions. 'Introduction to Google Analytics' sheds light on basics of Analytics and it's setup.
A basic overview of Google Analytics. The slide talks about how google analytics can help track key information such as visits, unique visitors, pageviews, traffic sources for your website.
It also talks about important features of google analytics such as goals & a brief about account, property & profile views.
Introduction to web analytics and the Google analytics platform pdfMartin Bloomfield
An introduction to Google Analytics - tracking and understanding user behaviour on your website.
Sussex guru Julian Erbsloeh - Head of Insight at Fresh Egg, explains in a little detail to the members of Worthing and Adur Chamber of Commerce at Northbrook College, Worthing.
For a PDF version of the presentation please click the link here https://goo.gl/CV6CLD
See and hear Julian on the YouTube Video version of this presentation: https://youtu.be/WdH1NBnnooU
Examples of overcoming objections and misconceptions about Google Tag Manager. Including overview of the settings for:
1. Security
2. Deployment Costs
3. Marketing Agility
4. Customer understanding
5. Advertiser Spend
Thanks
Phil.
Google Tag Manager for actionable metrics - Beyond basic Google AnalyticsDesignHammer
Google Analytics is a nearly ubiquitous analytics tool for websites, and implementing it in Drupal is simple. However, if you are not selling website advertising or running an ecommerce website, it does a poor job of providing actionable metrics of website performance. You could extend Google Analytics with Events, but this generally required a developer to implement custom JavaScript events or adjust. With the advent of Google Tag Manager, non-developers and Site Builders can configure and update custom event tracking for Google Analytics to improve the relevance of their metrics.
Takeaways:
- How to use Google Tag Manager
- Common approaches to tracking website interactions using Events for Google Analytics
-- Webform submissions
-- File downloads
-- Offsite link clicks
-- Embedded video interactions
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!
This presentation covers methods to set up Google Analytics on your website. It also includes basic terminologies / jargons / concepts that are used throughout Google Analytics
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do.
I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds.
This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.
Learn more about Google Analytics, how to create a google analytics account, how to read google analytics metrics, how to navigate the google analytics console. Reference is the Google Analytics Demo Account. Google Analytics is a free analytical tool for measuring the performance of a website, blog, mobile app, or an e-commerce site.
Google Analytics 발표 자료
참고:
구글 애널리틱스: 웹 로그 분석의 시작과 끝 (개정판)
Analytics Academy (https://analyticsacademy.withgoogle.com/)
Google Analytics - Google Developers (https://developers.google.com/analytics/)
Peter Howley of Google Analytics and Google Tag Manager Certified Partner Empirical Path trained the ABQ Web Geeks web professionals group on the free Google Tag Manager
Smart Data with Google's Universal AnalyticsAdrian Vender
Take advantage of Google's new Universal Analytics platform. Learn how to track users across multiple devices, create and import new data fields and metrics, integrate with 3rd party marketing systems... you'll even learn how to track data from your office coffee machine! I'll cover how to correct and improve your Google Analytics implementation so you can make smart data analysis.
Google Analytics plays an important role in making important business decisions. 'Introduction to Google Analytics' sheds light on basics of Analytics and it's setup.
A basic overview of Google Analytics. The slide talks about how google analytics can help track key information such as visits, unique visitors, pageviews, traffic sources for your website.
It also talks about important features of google analytics such as goals & a brief about account, property & profile views.
Introduction to web analytics and the Google analytics platform pdfMartin Bloomfield
An introduction to Google Analytics - tracking and understanding user behaviour on your website.
Sussex guru Julian Erbsloeh - Head of Insight at Fresh Egg, explains in a little detail to the members of Worthing and Adur Chamber of Commerce at Northbrook College, Worthing.
For a PDF version of the presentation please click the link here https://goo.gl/CV6CLD
See and hear Julian on the YouTube Video version of this presentation: https://youtu.be/WdH1NBnnooU
Examples of overcoming objections and misconceptions about Google Tag Manager. Including overview of the settings for:
1. Security
2. Deployment Costs
3. Marketing Agility
4. Customer understanding
5. Advertiser Spend
Thanks
Phil.
Google Tag Manager for actionable metrics - Beyond basic Google AnalyticsDesignHammer
Google Analytics is a nearly ubiquitous analytics tool for websites, and implementing it in Drupal is simple. However, if you are not selling website advertising or running an ecommerce website, it does a poor job of providing actionable metrics of website performance. You could extend Google Analytics with Events, but this generally required a developer to implement custom JavaScript events or adjust. With the advent of Google Tag Manager, non-developers and Site Builders can configure and update custom event tracking for Google Analytics to improve the relevance of their metrics.
Takeaways:
- How to use Google Tag Manager
- Common approaches to tracking website interactions using Events for Google Analytics
-- Webform submissions
-- File downloads
-- Offsite link clicks
-- Embedded video interactions
Kelompok 3 Teori Pengendapan partikel untuk konsentrasi operasi dan prinsip ...Sylvester Saragih
Tugas Kelompk III TEORI PENGENDAPAN PARTIKEL UNTUK KONSENTRASI OPERASI DAN PRINSIP FISIKA PEMISAHAN MEDIA BERAT Dalam pencucian batubabara MK Pencucian Batubara Teknik Pertambangan Universitas Palangkaraya Kalimantan Tengah
The green represents Islam and the majority Muslims in Pakistan and the white stripe represents religious minorities and minority religions. In the center, the crescent and star symbolizes progress and light respectively. The flag symbolizes Pakistan's commitment to Islam and the rights of religious minorities.
http://www.pointit.com - This presentation covers the basics of Google Analytics. Whether you're a marketer or a Website owner, you'll find everything you need to know about Google Analytics here.
Google Product Ads & Killer Landing Page Tipspointit
http://www.pointit.com - This presentation examines product listing ads (PLAs) and compares them to extensions. You'll learn the advantages of PLAs, setup, and best practices for landing pages.
Mapping Your Marketing Processes to Automate ThemPardot
In this informative webinar,we will walk us through the secrets of utilizing marketing automation to:
- Identify marketing means and approaches that will benefit your company
- Create a campaign process that will reach your specific, targeted prospect audience
- Learn how the alignment of sales and marketing efforts creates effective, revenue-generating company results
A great deep dive into Google AdWords with Ahmad Ragab at ArabAffiliateSummit, discussing the ins & outs, best practices and well kept secrets of a successful account structure
Is your company a third party interactive marketing solution or interactive marketing agency? Do your clients need Google Analytics services? Contact Vertical Nerve so we can discuss our Google Analytics agency model that includes commission re-seller and service provider (white labeling) opportunities!
The Building Blocks of Paid Search - WooCommerce Developers ConferenceElizabeth Marsten
It's not as boring as it sounds, promise. It's text heavy, but I heard developers like documentation. Instead see how not to waste a lot of money and avoid thinking "well, that would have been good to know." Covering high level fundamentals in this e-Commerce focused, jam packed tips and tricks session focused on smaller to mid-sized budgets, tools, time management and when to DIY or send up the bat signal.
3 Advanced Google Shopping Strategies to Maximize Holiday ConversionsTinuiti
The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here.
With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Google Analytics on Steroids: New Features & What You Need to Know
1. Google Analytics on Steroids – New Features &
What You Need to Know
Jim Snyder, Web Analytics Practice Lead at Empirical Path
Preston Parshall, Point It
October 10, 2012
2. Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• SEM, SEO, Social, Local, Mobile
• $30 MM in managed media/yr
• Servicing clients across all
verticals and revenue models
3. Webinar Information
• Being recorded & will be uploaded to website
• This is an interactive webinar so it is okay to
ask questions during the presentation
4. Presentation Agenda
About Empirical Path
• Web analytics, market research
and campaign measurement
• Founded in Washington DC in ‘02
• Atlanta, NM and DC offices
• Seasoned Web analytics
professionals
• Google Analytics Certified Partner
• Webtrends Agency
• Contacts
• www.EmpiricalPath.com
• @EmpiricalPath
• Facebook.com/ EmpiricalPath
• +Empirical Path
5. Agenda
• A/B Tests & Content Experiments
• Goals & Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
6. Test Ideas: Content Experiments
• GA lets you experiment with
ideas and use conversion
rate in key segments to pick
a winner:
• Landing Page
• Ad Copy
• Calls to action
• Offer
• Discount
• Button color
• Page layout
13. Agenda
• A/B Tests & Content Experiments
• Goals & Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
14. Goals & Reports: Funnels
Funnel
Visualization
in GA
Online
purchase
funnel steps
16. Goals & Reports: Goal Flow
Select only
purchases
via tablets
Highlight sources
to study their
purchase
behavior
17. Goals & Reports: Standard Report
Last click gets
credit
for purchases
18. Agenda
• A/B Tests & Content Experiments
• Goals & Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
26. Agenda
• A/B Tests & Content Experiments
• Goals & Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
27. GA in Docs: Standard Reports
GA Reports in
standard
interface
28. GA in Docs: Custom Report Limits
Can’t add
more
dimensions!
29. GA in Docs: API Background
Can’t add more
dimensions!
http://ga-dev-tools.appspot.com/explorer/
30. GA in Docs: Excel
Same data –
exported into
Excel
31. GA in Docs: Google Spreadsheet
• Go to Google Docs
and start Spreadsheet
• Click Tools/Script
Gallery and search for
‘Magic’
• Install the GA Report
Automation
http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html
32. GA in Docs: Settings
Set each of
these on each
report
34. Agenda
• A/B Tests & Content Experiments
• Goals & Custom Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
37. Agenda
• A/B Tests & Content Experiments
• Goals & Custom Reports
• Multi-Channel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in Google Analytics
38. Google Tag Manager: Why Consider?
• Too many tags can slow down sites
• Very tough to manage multiple tags
• Free up dependence on IT Dept.
• Gives marketers greater flexibility to track and
target key segments
40. Google Tag Manager: Base Code
Old way: GA Code on all pages
New way: Code on all pages but controlled from GTM Interface
41. Google Tag Manager: How It Works
Rules
• Sets when you want a tag fired
Macros
• Where data is stored
Tags
• GA, Javascript, HTML, AdWords, Dart, Floodlight
45. Agenda
• A/B Tests & Content Experiments
• Goals & Custom Reports
• Multichannel Funnels (MCF)
• GA in Google Drive
• Integrating GA into Salesforce.com
• Google Tag Manager
• Remarketing in GA
46. GA Remarketing: List
Rule sets to fire
on Thank You
page Choices on
visitor
segments for
remarketing
51. Thank You
• Preston Parshall • Jim Snyder
• prestonp@pointit.com • jim.snyder@empiricalpath.com
• Point It Search • @jimdsnyder
Marketing Agency • 203-804-4509
• www.PointIt.com • Empirical Path
• support@pointit.com • www.EmpiricalPath.com
• @EmpiricalPath
• Facebook.com/
EmpiricalPath
• +Empirical Path
Editor's Notes
Thanks for joining us – just some quick background on Empirical PathAll we do is measurement - web analytics, market research and campaign measurementThat’s why it’s great to team up with PointIt on search and marketingWe have offices in DC, Atlanta and New MexicoWe have a very close partnership with google as a certified partnerThese are some of the companies we’ve worked with on Web analytics
So here is our agenda. These are features that if you’re not using now – you really need to be in GA.They’ll save you time, give you more insights than you imagined and make you a rock-star in to your C-suiteThere are some you may have heard of – some are very recently released - others have new parts to them that you’ll want to know about.Especially MultiChannel Funnels and the API.So we’ll start out talking about A/B testing (essentially what is merged from the GWO product)Then I’ll take a look at Multichannel funnels and what dimensions you should really look at.That leads into the API which feeds the abilty to see your GA results in Google Docs –so you don’t really have use the GA interface anymore if you don’t want!Then we’ll look at tag Manager – a just released product that controls all of your GA and marketing tags.Finally we’ll look at the remarketing feature.
So let’s start out by talking about a big change that happened at the end of this summer.Google Website Optimizer essentially was retired and brought right into Google Analytics.What is content experiments and why should you care? This is a very feature product that essentially can help you increase performance of landing pages By letting you literally test various landing pages, ad copy, calls to action, offers, discountsEven details down to button colors and page layouts. Each page is served up automatically an equal amount of time.You tell Google the pages you want to test and the action you want them to take and wa- lah you can see what is the most successful page.
So who’s actually using this tool and what did they get out of itHere’s an example of a client of our’s that was able to produce a lot of value through Cont. Experiments. You’re looking at the original landing page for a client of our’sKapitall. This company has an online stock trading platform. The call to action is a sign-up for a brokerage account. Each sign-up is huge to Kapitall so they need to have the most efficient landing page. So we set up a Content Experiment in Google Analytics.
So as you can see their interface is kind of like a gaming interface. we worked with the design team to create four different versions – classic gaming – Pac Man/Mario/Space Invaders and newer Angry Birds. each of which (like GWO) is served up equally over the course of about 2 weeks (usually around 1K visits to determine statistical significance).So some of you might be familiar with how A/B testing works – not going to cover a lot. It’s a bit of a black box in GA but suffice it to say that a Google does all of the work for you to serve up the pages.
This is what the set-up looks like in content experiments. Create different versions of the landing page ahead of time to a unique URL. There are some considerations for SEO that I’m not going to cover but suffice it to say that you can include ‘REL’Cannonical’ parameter is a signal to Engines that the pages are essentially the same. You can have up to I believe 9 variations
Jim: Each experiment must have one goal in which to evaluate a ‘winner’. They call this an ‘objective’ in CE but it’s a goal on your site that is in use. In this case the goal set up is triggered off of new account sign-ups. You can see there are other settings such as the % of visitors you want to see the experiment. In this case it’s 100% but lesser percentages can be selected.
Just like GWO there is a simple workflow where the code is spit out for you and you can insert right on your ‘original’ page. You then publish the experiment code to the live site. There’s some validation that takes place and then you launch the experiment.
And this is so cool. We can see after 15 days we have Google has served up each page equally and determined with statistical significance that Angry Birds won! We can see that it has a 99.93% chance to beat the original. There’s even an option to serve the winning version automatically.So this ended up being very big for Kapitall because every sign-up they get for brokerage accounts is critcal to their business.
Next we’ll talk about Goals and Custom Reports.These are existing features but there are some features that have recently changed in goals. I also wanted to provide some background to our next se multichannel funnels
So to give a little flavor on goals wanted to set the stage a bit with Goals. Goals are a way to tell Google Analytics when a conversion occurs – this can be a purchase, someone going to your directions page, staying longer than 5 minutes. Very flexible.What you’re looking at is a gaming website. Here is a typical online purchase screen and to the right what that purchase funnel looks like in Google Analytics that is set up as part of a goal.Many of you have seen this funnel – it’s the Funnel Visualization. You can create this when you create a goal.We can see when someone purchases, but also where they dropped out. Did they drop out when entering an address, shipping, credit card etc?Each of those steps can be defined as part of the goal.We can see all of this inside of our goal funnel
Here’s the same funnel blown up. And this is awesome. So we know someone purchased because they reached our thank you page and we’ve also set up e-commerce tracking. Many of you have seen this funnel Great information – shows you your funnel and where people are dropping out. 18% conversion rate – good information. This is great information.
A newer update to the Funnel Visualization is Goal Flow. This takes goals to a whole new level.Here we’re able to see not only each step of the funnel but to dive inside and be able to highlight specific source.Here we see we can take a deeper dive into understanding Google Organic by highlighting the segment.And not only that but we can also segment – here we’re looking only at
So this is great information. We can know how each source is contributing to our game sales. We can see a breakdown of what sources get credit for each source. Organic is a big contributor. So is paid and referral traffic.This is all great data – I can get an idea of where my marketing spend is going - and which source is getting credit for the sales on my site.You’re looking at a custom report that is reporting last click attribution. In fact – last click attribution is the default for all custom reports.
Next we’ll dive into multichannel funnels. And our gaming story continues.
But first a bit of backround when you look at the whole picture – last click isn’t this simple. So when we look at visitors that come to your site - there's a series of decisions that people make before buying something, downloading a white paper things that we call 'conversions'It's almost never a simple 'see a display ad or adwords ad and buy'. There are very complex decisions that are made before say making a purchase.And Google Analyitcs has had for about 1 year - a tool called MultiChannel Funnels.We can see some that go from a display ad to a search ad then purchase.Or Go from Organic to Social to purchase. Or some that don't purchase at all. And Multichannel funnels allows for you to see the entire conversion paths.Often times we see email and social and display typically far away from the last click. They introduce and ‘assist’ in the conversion process.
So this is an overview report in multichannel funnels. a 30 day period with the MultiChannel Funnels tools I can see the whole interaction path. Need ecommerce or goals set up. 2). Autotagging for GAW 3). Need to link the account to GAWWe can see that 2500 conversions and about ½ of them are assisted conversion. Any time a channel is involved in a conversion. This is a 30 day lookback window. It’s also based on cookies (if I show on 2 different devices I’m seen differently) Not just the last click which always gets the credit by default. Here I can see that all of these other factors like. SO understanding this data is really an amazing opportunity to help marketers and advertisers in growing conversions and overall businesses
So this is the ‘assisted conversion report in MCF’The key takeaway and biggest value prop is In the last column we can see that email/display/social – are super important to our marketing mix. Those weren’t even on the radar of our first report just looking at last click. The assist/last conversion column highlighted is essentially a ratio of assisted/last click interactions. What this means is a higher number shows the importance of that channel in assisting your conversions.Explain – dollar amounts
This is the same ‘Assisted Conversion’ report but this time I’ve added a second dimension for Keyword.You can drill down at a whole bunch of other dimensions. We can view all the individual all keywords even if they’re not part of paid or GAW . So we can see 75 assists from a display remarking ad and only 14 where we would see this getting credit on a last click model. So it's essential a 5/1 ratio.You can experiment with many other demensions to where you’re reaching people on the marketing funnel.So what a lot of adverstiers do is export this list and compare to their current paid campaigns to make sure all the terms that are part of the conversion funnel are represented. SO it’s really powerful to understand where items are converting on your funnel.
This is the top conversion paths report. This tells us the order in which a conversion was made and the corresponding breakdown of value. In this case it’s a purchase from our gaming site.Again – the key here is that social networking is really important. This didn’t even show up on our first report but it’s critically driving many of our purchases as you can see but would never get credit under last click.
Taking a deeper dive – what if I want to know how my branded keywords are assisting in conversions?Well I can create a ‘Conversion Segment’ – very similar to an ‘Advanced Segment’I can ID the Keyword - here – the term FPS is an example branded search termYou can see the set up is fairly straight forward
And now I’m looking at specifically which branded keywords are actually assisting.What role are they playing? This is huge for SEO to know this information.
Next we’ll look at getting GA into Google docs via the API.SO why should you care about getting GA into Google Docs…What we’re seeing is that the GA product is growing so fast that the demand for getting the data right into spreadsheets to build custom dashboards.The first thing we hear about from our clients is they want to save time and energy in getting to the data they want quickly.You can see that there is some set-up in getting to speciifc data and Google docs is an awesome way to get at you
Jim: So you all are very familiar with getting your reports directly in the GA interface. It’s nice and easy interface to navigate but many of our customers have a serious workflow and reporting problem in getting the right reports to the right people. Typical complaints are ‘it takes too long to clean up the data and get into excel’. Well look no further than the GA API
Jim: So we’re looking at the set-up of a custom report on a ‘Flat Table’. On this example - I’m a restaurant chain and want to really know what day of the week people are coming, what source they’re coming from. Also would be great to know keywords. But in GA – I’m limited to only 2 dimensions side by side. I can drill down but that gets to be pretty cumbersome and tough to share.
Jim: The GA API is a great way to get a little taste of what the API is all about. It’s essentially a really easy way to dive into your data and not be limited by the constraints of the GA UI. The great thing about this data is it’s unsampled, and you can quickly check a few boxes an you can have a great spreadsheet.This is query explorer – it’s intended to be a gateway to doing more with the API – think of this is just a taste. You can enter in your metrics/dimensions. Same stuff you see in GA.
Jim: The GA API is a great way to get a little taste of what the API is all about. It’s essentially a really easy way to dive into your data and not be limited by the constraints of the GA UI. The great thing about this data is it’s unsampled, and you can quickly check a few boxes an you can have a great spreadsheet.
Jim: So these are some steps in setting up GA to talk to your Google Docs.There’s a couple of other settings that you need to set up. I’m not going to walk you though each one but you can find these on the blog link which is a video that will walk you through steps of setting this up in Google Docs.
Jim: And once you install – you can simply set up your metrics and dimensions.You can see in this example I’ve got pageviews, TOS, Bounce Rate. You can access nearly all of the same information inside of GA – And it’s right at your fingertips.
Jim: And when you run the report it will look something like this. And this data should look somewhat familiar. This is the same data from the Multichannel funnels. This is a brand new feature that Google just released. If I really want to drill in and understand those impacts of how a first/last channel has on various sources I can create a MultiChannel funnel report directly into Google Docs. Here I can see where sources assisted in a conversion, were the first interaction or closed the deal as the last click.
Jim: So here is a form for an event sign-up. This is a great report – extremely valuable. I can know which are the best sources driving my sign-ups. How well is my paid search performing. Of course I can do more in MCF but I’m limited in GA on being able to credit on an individual level – who actually filled my form out. The TOS with GA prevents you from passing personally identifyable info. So when you look at SalesForce you’re typically left with having to piece together all of this information separately.But with a little JavaScript embedded on your page you can grab some of the source inforamtion right from the GA cookies and send them over with your salesforce form.
Jim: And so this is what the SF Form will look like. This is a Web to Lead formcan pass over data right over from the Googl Analytics Cookie right along with the salesforce sign-up. You can see with a little customization we can also know about their first and last clicks, their landing page. And just to be clear – this is not coming over from the API – this is coming right from the GA cookie.
So here is our agenda. These are features that if you’re not using now – you really need to be in GA.They’ll save you time, give you more insights than you imagined and make you a rock-star in to your C-suiteThere are some you may have heard of – some are very recently released - others have new parts to them that you’ll want to know about.Especially MultiChannel Funnels and the API.So we’ll start out talking about A/B testing (essentially what is merged from the GWO product)Then I’ll take a look at Multichannel funnels and what dimensions you should really look at.That leads into the API which feeds the abilty to see your GA results in Google Docs –so you don’t really have use the GA interface anymore if you don’t want!Then we’ll look at tag Manager – a just released product that controls all of your GA and marketing tags.Finally we’ll look at the remarketing feature.
Jim
So this is a little peek at what Google Tag Manager is. It’s a completely different product and login from GA.In it you can see the basic breakdown. The main elements are defining tags, rules and Macros.
So this is a little peek at what Google Tag Manager is. It’s a completely different product and login from GA.In it you can see the basic breakdown. The main elements are defining tags, rules and Macros.
Jim: A container tag helps you manage different kinds of tags that you may have on your site. This include web analytics tags, advertising conversion tags, general JavaScript, etc.You can control all of your Google Analtyics code with inserting just one set of code called the container tag. The container houses Rules, Macros and of course tags.
SO here is an example website. What if I want to track pop-ups on each page?
Jim: So what does that look like under the hood?
Jim: This is an example screen that you can control for various tag that you want to fire.You can see that you have Adwords Conversion TagsDoubleClick Floodlight TagsOf course Google AnalyticsAnd Adwords remarketing
Next I’ll talk a little about getting out of the GA interface and into Google Docs with the GA API.
SO remarketing is important. These are people that have come to your site and completed a conversion such as add to cart late in the conversion process. Very valuable segment that we have access to through GA. So this is a set-up screen on conditions for remarketing to various segments on your site. There are many Lifetime-value filters let you set conditions for visitor behavior across all sessions for the date range of the report. Within a single lifetime-value filter, you can create include and exclude conditions, and combine them with AND and OR operators. For example, you can create a filter for visitors whose revenue > $100 AND who visit from Japan.Sequence filters let you set conditions for a specific sequence of pages in your site that visitors saw across all sessions for the date rage of the report. For example, you can set up the filter to identify visitors who saw your home page first, followed by a particular product page, followed by your shopping-cart page, and then your checkout page. You can set up the filter so that the pages must be seen one immediately after the other, or just any time after one another.
So if I know my target audience that I want to remarket to – I can set up very specific custom fields. YOU can set up a Visitor filter to target our Seattle/Denver goal completers.
This is repping a page out of the multi-channel funnel playbook – which is time lag this report shows the number of days before people convert. On top I’ve added custom segment that shows only those where first interaction is paid, or organic or any interaction is referral. And we can see that on the 3rd day – 179 conversions came from referral traffic and those that are first time visitors. We can take these segments – and this is a great opportunity to remarket to these segments.
And on the sequence filter I can focus only on those that are from the Seattle area. Likewise on the previous screen I can select all visitors and retarget based on metro area containing Seattle/Tacoma Washington and then have those that only hit my home page. The possibilities are nearly endless here.