Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
•
0 likes•4,270 views
The document outlines three things companies can do with Google Analytics: business intelligence, traffic optimization, and conversion rate improvement. It discusses how companies can use analytics for executive dashboards, quarterly comparisons, campaign ROI monitoring, identifying website issues, and testing improvements. The presentation provides examples and best practices for each area to help companies understand visitor and customer behavior.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
Similar to Ga-Konferenz-2011 Clancy Childs_Improving your business with GA (20)
More from e-dialog GmbH
More from e-dialog GmbH (20)
Recently uploaded
Recently uploaded (20)
Ga-Konferenz-2011 Clancy Childs_Improving your business with GA
- 1. 3 Things to Do With Google Analytics Google Analytics Konferenz, Wien, September 29th 2011 Clancy Childs EMEA Manager, Google Analytics Google Confidential and Proprietary 1
- 2. Web Analytics http://f1me.net Google Confidential and Proprietary
- 3. In the Beginning… Google Confidential and Proprietary
- 4. What Came Next Google Confidential and Proprietary
- 5. The Three Main Web Analytics Activities Business Intelligence • Executive Dashboards & Competitive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
- 6. Business Intelligence Google Confidential and Proprietary
- 7. My Definition Actionable Metrics Business Intelligence Executive Visibility Google Confidential and Proprietary
- 8. Actionable Metrics • Must align with your business objectives. • An Ecommerce site should focus on sales rather than visitors. • A good tech support site might have a high bounce rate! • Must pass the “So What?” test. • For a change to any metric, if you can’t answer “So what?” with a reason of how it affects this business, then it is not a good metric. • Must be able to be affected by the business. • If a metric changes in the “wrong” direction, can you fix it? • Should be refreshed frequently. • Your business changes, so should your measurements. Google Confidential and Proprietary
- 9. Executive Visibility Google Confidential and Proprietary
- 10. How Big Should Our Dashboard Be? 7±2 Fit on a single computer screen with no scrolling A single page of A4 paper Google Confidential and Proprietary
- 11. Dashboard Delivery in Google Analytics Google Analytics Export API Etc. Google Confidential and Proprietary
- 12. Traffic Optimisation Google Confidential and Proprietary
- 13. Traffic Optimisation Quantity & Quality Google Confidential and Proprietary
- 14. Intelligent Search Advertising Hold your campaigns and keywords accountable Calculate Return on Investment / Return on Ad Spend Instead of budgeting, managing advertising to a Cost Per Acquistion target Google Confidential and Proprietary
- 15. Intelligent Search Advertising Identify converting organic keywords with low visits Learn what your users are searching for on your site Google Confidential and Proprietary
- 16. Organic Search Google Confidential and Proprietary
- 17. Social Engagement Google Confidential and Proprietary
- 18. But we are only looking at a small part of the story! Most marketers today rely on 3-5 marketing touches per campaign Source: InfoTrends, October 2010 Google Confidential and Proprietary 18
- 19. Multi-Channel Funnels Google Confidential and Proprietary
- 20. The Anatomy of a Conversion Last Interaction Time Lag Overall Path (Time to Convert) Length: 4 Assist Interactions First Interaction Google Confidential and Proprietary 20
- 21. Conversion Rate Improvement Google Confidential and Proprietary
- 22. The Components of Conversion Rate Improvement Tried & tested Google Confidential and Proprietary
- 23. How Do You Decide on Site Design? The HiPPO: Highest Paid Person’s Opinion Google Confidential and Proprietary
- 24. Using the Scientific Method 5. Implement and Refine 1. Analyse Data 4. Run a Test 2. Identify Problems 3. Build a Hypothesis Google Confidential and Proprietary
- 25. Success Story: Cottages4You Checkout Process Resulted in a 21% increase in users going on to the next stage of checkout. Google Confidential and Proprietary
- 26. Recap Google Confidential and Proprietary
- 27. The Three Main Web Analytics Activities Business Intelligence • Executive Dashboards & Competive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments Google Confidential and Proprietary
- 28. Where to Get Help Google Confidential and Proprietary
- 29. Danke! Google Confidential and Proprietary