Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
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.
Introduction to Web Analytics - Zach Olsen Stukent Expert SessionStukent Inc.
Zach Olsen, the digital analytics manager for Columbia Sportswear, shares his knowledge of analytics on this Stukent Expert Session. Learn which metrics should be tracked, and which tools you should use to help you better analyze your online marketing efforts.
Next Generation Measurement with Google Analytics - Dara Fitzgerald, Fresh EggFresh Egg UK
At the 2012 summit, GA announced some of the biggest feature releases in its history. These features will help to shift the analysis view from session-centric to user-centric, allowing the ever growing number of companies using GA to optimise for people, rather than sessions.
At BrightonSEO 2013, Dara presents an outline and provides use cases for new features such as custom dimensions and metrics, customer lifetime value and universal analytics.
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
Content Marketing Retreat: Using Google AnalyticsTim Frick
This presentation addresses how Google’s flagship measurement app can help you glean actionable insights from your website’s content performance. It also covers how to track engagement and conversions using goals and funnels as well as several use cases for why you should customize it to meet specific needs, such as tracking video playback, email campaign performance, and so on.
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.
Introduction to Web Analytics - Zach Olsen Stukent Expert SessionStukent Inc.
Zach Olsen, the digital analytics manager for Columbia Sportswear, shares his knowledge of analytics on this Stukent Expert Session. Learn which metrics should be tracked, and which tools you should use to help you better analyze your online marketing efforts.
Next Generation Measurement with Google Analytics - Dara Fitzgerald, Fresh EggFresh Egg UK
At the 2012 summit, GA announced some of the biggest feature releases in its history. These features will help to shift the analysis view from session-centric to user-centric, allowing the ever growing number of companies using GA to optimise for people, rather than sessions.
At BrightonSEO 2013, Dara presents an outline and provides use cases for new features such as custom dimensions and metrics, customer lifetime value and universal analytics.
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
Content Marketing Retreat: Using Google AnalyticsTim Frick
This presentation addresses how Google’s flagship measurement app can help you glean actionable insights from your website’s content performance. It also covers how to track engagement and conversions using goals and funnels as well as several use cases for why you should customize it to meet specific needs, such as tracking video playback, email campaign performance, and so on.
JJ Pike's presentation at PeepCon. This deck gives you a high level view of the value of web analytics to an online enterprise. It also shows you simple tactics you can immediately apply to make sure your data is clean and accurate.
To know more about web analytics and internet marketing log on to:
http://www.iexpertsforum.com/smf/index.php
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
To assess the performance and to improve your website , it is imperative that you understand the key performance indicators of your site like the traffic, hits, and many more concepts.
Web analytics help you in having a thorough analysis, of how your site is performing which helps you to optimize your site to suit your needs as well as your customer's and clients.
Introduction about Quora, Google analytics and Google Ad WordsCode95
The presentation has an introduction about:
Benefits of Quora
Google Ad Words
How to set a successful campaign on Ad Words
Google Analytics
Google analytics approach
Google analytics setup & installation
How to Maximize your Retirement Community Sales FunnelOur Kids Media
FOR: Retirement community owners, marketers and sales teams.
Marketing a retirement community or senior care services gets your brand in front of the right people if done well, will deliver quality leads to you. How you handle those leads or prospects will make all the difference in filling your suites and growing your community. All too often, we focus all of our marketing budget on 'advertising' and forget about the 'sales' required to fill retirement suites. This presentation gives you everything you need to know about fine tuning your retirement community sales funnel and closing more deals.
From the first phone call or email through to the retirement home tour and follow-up, we give you all of the best sales tips for retirement communities so you can improve your lead-to-move in conversion rate without increasing your advertising budget.
Presented at the Comfort Life Marketing Academy Seminar by Heather Green of Greenhouse Marketing & Communications. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing/retirement-living/
Google Analytics can tell you which digital platforms are sending users to your website, which country drives the most traffic, and which users are most likely to want to enroll. Learn how to set up your school’s Google Analytics to deliver these important metrics that can inform your digital marketing actions, and provide some data to the ROI of those actions.
Ayat Shukairy, Co Founder at Figpii
Many clients that come to us are lost when it comes to conversion optimization. They have difficulties to come up with a robust conversion plan. It ends up with a bunch of random ideas, and no idea what worked and what didn’t. We always tell our clients, go through a process and you will see results. And just because one element didn’t produce well, don’t abandon it and not take away any insights.
In this session, we will take attendees through the process of creating a robust, conversion producing roadmap and plan. Attendees will come out with a step-by-step process of how to put together a successful plan for controlled conversion results and how to learn from the results and tests they previously deployed.
Attendees will learn:
- How to conduct a repeatable sustainable testing process
- How to see recognize conversion optimization is beyond the website
- How to conduct a proper problem analysis of the page using the conversion framework
- Develop solutions that meet the requirement for their test plan
Getting Started with Google Analytics...and How Not to Get Lost!Ball State University
This presentation was made for the Anderson Digital Media Circle on June 25, 2015. It uses the practice of the ABC's of Google Analytics and provides a starting point for small businesses and organizations.
Geary LSF University Presents: Advanced AnalyticsKatie Fellenz
Geary LSF University, a Geary LSF Initiative, is proud to present this How-to presentation about Analytics. Learn everything you need to know about analytics and attribution for digital advertising.
Better conversion with Intelligent AnalyticsTim Stewart
As presented at #BrightonSEO and #SearchElite Manchester September 2017
Uploaded version is the longer deck as used for #SASCon 2017 - examples and use cases for Google Analytics features and tools to make more from the data you can collect.
JJ Pike's presentation at PeepCon. This deck gives you a high level view of the value of web analytics to an online enterprise. It also shows you simple tactics you can immediately apply to make sure your data is clean and accurate.
To know more about web analytics and internet marketing log on to:
http://www.iexpertsforum.com/smf/index.php
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
To assess the performance and to improve your website , it is imperative that you understand the key performance indicators of your site like the traffic, hits, and many more concepts.
Web analytics help you in having a thorough analysis, of how your site is performing which helps you to optimize your site to suit your needs as well as your customer's and clients.
Introduction about Quora, Google analytics and Google Ad WordsCode95
The presentation has an introduction about:
Benefits of Quora
Google Ad Words
How to set a successful campaign on Ad Words
Google Analytics
Google analytics approach
Google analytics setup & installation
How to Maximize your Retirement Community Sales FunnelOur Kids Media
FOR: Retirement community owners, marketers and sales teams.
Marketing a retirement community or senior care services gets your brand in front of the right people if done well, will deliver quality leads to you. How you handle those leads or prospects will make all the difference in filling your suites and growing your community. All too often, we focus all of our marketing budget on 'advertising' and forget about the 'sales' required to fill retirement suites. This presentation gives you everything you need to know about fine tuning your retirement community sales funnel and closing more deals.
From the first phone call or email through to the retirement home tour and follow-up, we give you all of the best sales tips for retirement communities so you can improve your lead-to-move in conversion rate without increasing your advertising budget.
Presented at the Comfort Life Marketing Academy Seminar by Heather Green of Greenhouse Marketing & Communications. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing/retirement-living/
Google Analytics can tell you which digital platforms are sending users to your website, which country drives the most traffic, and which users are most likely to want to enroll. Learn how to set up your school’s Google Analytics to deliver these important metrics that can inform your digital marketing actions, and provide some data to the ROI of those actions.
Ayat Shukairy, Co Founder at Figpii
Many clients that come to us are lost when it comes to conversion optimization. They have difficulties to come up with a robust conversion plan. It ends up with a bunch of random ideas, and no idea what worked and what didn’t. We always tell our clients, go through a process and you will see results. And just because one element didn’t produce well, don’t abandon it and not take away any insights.
In this session, we will take attendees through the process of creating a robust, conversion producing roadmap and plan. Attendees will come out with a step-by-step process of how to put together a successful plan for controlled conversion results and how to learn from the results and tests they previously deployed.
Attendees will learn:
- How to conduct a repeatable sustainable testing process
- How to see recognize conversion optimization is beyond the website
- How to conduct a proper problem analysis of the page using the conversion framework
- Develop solutions that meet the requirement for their test plan
Getting Started with Google Analytics...and How Not to Get Lost!Ball State University
This presentation was made for the Anderson Digital Media Circle on June 25, 2015. It uses the practice of the ABC's of Google Analytics and provides a starting point for small businesses and organizations.
Geary LSF University Presents: Advanced AnalyticsKatie Fellenz
Geary LSF University, a Geary LSF Initiative, is proud to present this How-to presentation about Analytics. Learn everything you need to know about analytics and attribution for digital advertising.
Better conversion with Intelligent AnalyticsTim Stewart
As presented at #BrightonSEO and #SearchElite Manchester September 2017
Uploaded version is the longer deck as used for #SASCon 2017 - examples and use cases for Google Analytics features and tools to make more from the data you can collect.
10+ ways to get MORE from Google AnalyticsTim Stewart
Explanation of some useful Google Analytics tools most people aren't using to their full potential. Includes ideas and examples for Event Tracking, Custom Dimensions, Segments and Calculated Metrics. As presented at Web Marketing Festival Rimini June 2017
Google Analytics & Web Masters Tools - GBG MumbaiGBG Mumbai
Presentation from the Knowledge Series event - 'What gets measured, gets managed' a Workshop on Google Analytics & Webmasters tools. organised by Google Business Groups (GBG) Mumbai on Aug 31st 2013.
Speakers - Sreeraman Thiagarajan, Pareen Lathia and Vibhas Sen.
Visit gbgmumbai.org for more
Taming the Marketing Data Beast | Origami Logic Marketing Graph WebinarOrigami Logic
Make more informed campaign decisions with a data model that’s designed for modern marketing.
Marketers continuously struggle to draw insights from the millions of marketing signals generated each day by increasingly complex and diverse cross-channel campaigns. With growing volumes and variety of data, marketers more than ever need to understand the dynamic relationships between metrics from social media, display advertising, search, mobile, web, CRM, email, and more.
Origami Logic’s Marketing Graph™, is the heart of the data model that collects and refines cross-channel data in a way that brings meaning to the data, supporting the unique measurement needs of stakeholders from the CMO to analysts to brand marketers.
In this webinar, we will discuss common questions about marketing data models and how the Marketing Graph™ contributes to performance insights and decision making during and after your campaigns.
- Marketing data is very complex and dynamic, what challenges does this create when measuring marketing performance?
- Why traditional BI tools are insufficient for marketing specific use cases?
- How the Marketing Graph™ is tackling the challenge of cross-channel measurement.
- How does the Marketing Graph™ help a marketing analyst?
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Mart...Digital Marketing, Inc.
Senior Digital Marketing Strategy, Technology & Analytics Leader profile Martin Terbrack
Leverage my 20 years of hands-on, end-to-end, cross-channel digital marketing expertise and experiences with premier brands including: Microsoft, Ford, Lincoln, Land Rover, Jaguar, Chrysler, State Farm, Northwestern Mutual, Kmart, Pulte Homes and American Airlines in a senior digital marketing leadership (Digital Transformation Officer, Chief Marketing Officer, Chief Marketing Technologist, Digital Experience, Technology & Analytics Vice President,) position, responsible for driving growth & increasing marketing’s value contribution based on senior executive c-suite, brand & marketing leadership directives.
Additional positions of interest: digital marketing strategist, senior brand marketing manager, director of interface design & usability, director of brand websites and mobile applications, adobe marketing cloud administrator, adobe analytics (formerly omniture, sitecatalyst) analyst, digital user experience manager, targeting, personalization & optimization specialist, director of search marketing, digital media advertising strategist, mobile android / iphone applications manager, IT director of marketing technologies, digital transformation officer, digital evangelist
Preferred location: Detroit Metropolitan Area, South Eastern, Michigan, U.S. remote
Willingness to travel: Up to 50%,
Are you willing to relocate: Only for executive level opportunities
Unofficial Sitecore Training - Data enrichment and personalizationnonlinear creations
In this presentation, Sitecore MVP Amanda Shiga provides an overview of five key steps to take to succeed with Sitecore data enrichment and personalization:
Getting started: The importance of xDB data enrichment
Building your strategy: Types of personalization in Sitecore and how/when to apply them
Keeping personalization manageable for marketing ops and website performance
Measuring success: How to determine if personalization is making a difference
Useful extensions: Some helpful approaches to extend Sitecore's personalization capabilities
Knowing what you need to track and top setup and configuration tips for Google Analytics. Avoid common pitfalls and maximize and measure what you need to!
EPiServer CMO - Optimize and measure your web campaignsEpiserver
With EPiServer CMO you can easily optimize and measure your web campaigns. Set as many KPIs as you like and see your KPI performance displayed in real time. Monitor users' conversion rates, test performance and analyze your landing pages, run perceptual testing etc.
Conversion Optimisation: Creating the right environment for your CRO campaignFresh Egg UK
Julian Erbsloeh presented at BrightonCRO about ensuring you're able to measure your conversion optimisation activity and the configurations you need set up in Google Analytics to support your CRO campaigns.
How to Segment Your Customers and Target Their NeedsWebtrends
y digital marketer knows that relevant content leads to a better conversion rate. But how do you make sure you’re publishing the right content to the right person? Learn how through segmentation and targeting with Webtrends Optimize.
Content Marketing: Your Digital SalespersonKatie Fellenz
The San Diego American Marketing Association's 2016 Signature Series trip through the funnel continued with NextLeft’s Katie Fellenz sharing cutting-edge insights with 40+ local marketers.
Katie Fellenz led the discussion around content strategy. Key takeaways included:
As a brand, how do you capitalize on “micromoments” all those little parts of the buyer’s journey that are driven by mobile technology? The key is to:
• Be there – People use mobile more for search than PCs
• Be useful – 80% of Google searches are “how to”; more than 50% of buyers will change from an initial brand selection based on content usefulness. Example: Realtor.com has a nurturing path built around the process of moving to a new home.
•Be relevant – 78% of consumers expect personalized content. Example: Through its “Hosted Walks”, Airbnb’s hosts illuminate points of interests along a walking journey.
Google is responding to micromoments in four ways:
• Localized search results (the 3-pack)
• Rich Snippets/Article Cards
• Knowledge Cards/Answer Boxes
• Video results
A presence on YouTube is vital, not just because videos are showing up in Google search results, but because people are now using YouTube as a search engine in itself.
Here is Katie Fellenz's slides from the 2016 SDAMA 'Middle of the Funnel' conversion discussion on Content Marketing.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
Geary LSF Vice President of Paid Media, Liz Serafin, presented at the 2014 MEDevice medical device conference in San Diego on the topic of digital marketing in the healthcare industry. See her tips for successful digital advertising.
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
The Local-Mobile Opportunity: Presented by 15milesKatie Fellenz
The 3rd webinar in a series presented by Local Search experts, 15miles. Learn how-to take your business mobile and optimize your business for local search.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Geary LSF University Presents: Social Media BasicsKatie Fellenz
Geary LSF presents an overview of basic Social Media practices. Learn how to use social media in your marketing and the benefits social media can have on your business. For more information, or for help with your social media, contact Geary LSF at sales@gearylsf.com.
Geary LSF University Presents: Digital media 101Katie Fellenz
Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.
15miles, the Local Search division of Geary LSF, along with Neustar Localeze produced the 6th Annual Local Search Usage Study, conducted by comScore. Here are the primary findings.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
4. QUESTIONS ANALYTIC CAN ANSWER
» With the proper set up…
Traffic Sources
Direct
Referral
domains
Campaigns
Social
Search, Organic & paid
Content
Landing Pages
Click path
pages
Exit pages
Site speed
Page drill downs
Visitors
Language
New visitors
Repeat visitors
Location
Time on Site
E-commerce
Revenue
Products
Categories
by dimensions
Engagement
Videos
Content types
Applications / Tools
Site Optimization
Funnel / path analysis
Goals
Fall-out
Browsers
Devices
Op system
6. KPIS – ONE WAY TO LOOK AT THEM
» Traffic Focused
» Visits
» Bounce Rate
» Page views / visit
» Device metrics
» Visits
» Revenue
» Social metrics
» Share of visits by property
» Conversion Focused
» Sales
» Revenue
» LTB%
» AOV
» % Product page views
» Cart start
» Cart abandonment
» Cart completion
7. KPI LEVELS
» Company KPIs
» Objectives for the company
» Performance KPIs
» These are the KPIs by which you are judged.
» Revenue
» Growth
» ROAS
» Management / Managing KPIs
» These are the KPIs that you use to target your performance KPIs
» CPC
» Conversion rates
» Clicks / traffic
» Rankings
» …
» By managing the combination of these KPIs, you can plan and achieve
your performance targets.
7
8. YOUR KPIS
» How are you measured / What are
your performance KPIs?
» What are your Managing KPIs?
» Are they aligned?
» Who do you influence?
» Who influences you?
9. BUSINESS CASE: PORSCHE DRIVES OFF-LINE ON-
LINE
» Image correction: every day
» TV, Print & DM
» Drive to site
» Capture uploads
» Locations upon submit
» Engagement with video
and interaction
» Track online leads to mail
drops
15. UTM PARAMETERS
/ TRACKING CODES
Campaign Name (utm_campaign) Used for campaign / program analysis. Use utm_campaign to identify
a specific product promotion or strategic campaign.
Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter
name, or other source.
Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or
cost-per- click.
Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this
ad.
Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to
differentiate ads or links that point to the same URL.
• Track and analyze inbound marketing
• Append to destination URL
• Tracked within Google Analytics & Adobe
18. UTM PARAMETERS
» The utm_content parameter value appears in the “Ad
Content” dimension. This can be used to create custom
segments (which will be covered in more detail with reports).
19. UTM PARAMETERS
» By using the utm_content parameter with good naming
conventions, we can create segments for clean reporting
20. campaign medium source content term
boardshorts_a ppc google textad1 term1
boardshorts_a ppc yahoo textady1 term1
boardshorts_b display_premium espn bs1_480x55
boardshorts_b display_dsp dataxu bs1_480x55
boardshorts_b display_dsp adroll bs2_480x55
boardshorts_b email members bs2_copy1
boardshorts_b email members bs2_copy2
http://shop.volcom.com/Boardshorts/mens-
boardshorts,default,sc.html?utm_campaign=boardshorts_b&utm_medium=email&utm_s
ource=members&utm_content=bs2_copy2
UTM PARAMETERS
22. BUSINESS CASE: PUMA CUSTOM VARIABLE
» Google Analytics Case Study: Puma
» Visitor level Custom Variable
» Based on site category
» Tracked variable value to goals
» Improved conversions by over 7%
23. HOW?
» Seeing Custom Variables in Google Analytics
_setCustomVar(1,experience, Version-0,1)
_setCustomVar(1,experience, Version-1,1)
_setCustomVar(1,experience, Version-2,1)
_setCustomVar(1,experience, Version-3,1)
24. CUSTOM VARIABLES
» Unique characteristics
» Viewed certain type of content
» Made a purchase
» Subscribers / members
» User provided information
» Applied at different levels
» Visitor
» Session
» Page
25. CUSTOM VARIABLES/ EVARS/ SPROPS SCOPES
» Visitor
» Stored in cookies
» Carries across session
» Session
» Set when visiting site
» Persists across pages, but
closes when user leaves /
times out
» Page
» Applied at page.
Adobe: (custom) Traffic Variable / sProps
Adobe: Conversion Variable / eVars
26. CUSTOM VARIABLES
» There are 5 slots (Keys) available for custom variables in the
free GA account (50 in enterprise)
» Custom Dimensions / Metrics - GA
» 20 each
» Beta release in Universal Analytics
_setCustomVar(index[1-5], name, value, opt_scope[1-3])
27. CUSTOM VARIABLE / EVARS
» Keep scope manageable and actionable
» Create based on targetable segments
» Too small, too short term not key targets
» Plan scopes with intended actions
» Common applications:
o Membership Levels
o Content category Interests
o Initial source / Referral
o Purchase / Ecomm
o Loyalty /Frequency
o Shares
o Leads
o Customer Service
o Testing
o Items in Cart
30. EVENTS SET FOR TESTING
» Event – tide to shopping cart
Add
» Abandonment rate high for
some areas
» Based on region / geography
» Split into A and B
» Measured impact of Shipping
rates
» Decreased abandonment rates
by 70% in region B
category: cart
action: add
label: region [a|b]
31. EVENTS
» Special tracking set up for non-page actions
» Video play
» Social sharing
» Slide bar
» Image rotor
33. EVENTS TO TRACK FUNCTIONS
» Clicks that don’t render a new page, but change the existing
_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
category: item_view
action: front
action: back
action: design
label: boys_shirt
35. CREATING EVENTS
» Develop a common convention
» Apply to all like elements
Examples Item Event
Category
Actions
Videos video_player play, pause, stop
Social social_share shared_fb
shared_tw
shared_pin
36.
37. VIRTUAL PAGES
» “Page like” content that does not render a page
» AJAX event pages
» Steps in a buy-flow
» Google Analytics Virtual Page
» Create “fake” page
» _gaq.push(['_trackPageview', '/funnel_G1/step3.html']);
» Unique to step
Thanks for joining the analytics session.We are going to cover a range of topics during theses sessions from the specific Google Analytics, or GA, capabilities, talk about some case studies that are a little out of the norm and also talk about the context for using analytics.While we are going to focus a lot on GA, the principals that we cover apply to all analytics tools. They do essentially the same thing, but in different ways.much of the content, we will present as if you are the end user. This is to put you in the mind set of the client.
Before we get into analytics, we're going to spend a bit of time on KPIs. Almost everyone knows that Key Performance Indicators are talked about a lot. But, sometimes we have to take a step back and understand the nuance of KPIs. We are going to look at them from a couple of perspectives:1) Traffic version conversion2) Performance (what your measured by) vs management KPIs (used to direct your efforts).3) Cascading KPIs. Ensuring that your relavent to your boss's efforts. This we'll touch on here, but in a later session, there will be a section covering this specifically.
as we look at the site KPIs, we can divide them into two categories: Traffic and Conversion. You see some examples of each here. As you loo at your programs, there may be others that you view as important. One of the things we need to keep in mind is that, while we create these categories, the two are very tightly connected. The quality of the traffic driven can greatly affect the conversion KPIs, and the buy flow or funnel quality can have an impact on the efficiency of your traffic drivers.Key here is to focus on those KPIs that you can affect with your day-to-day actions.
We all deal with different levels of KPIs. The Performance KPIs, and the management KPIs.Performanc KPIs are the ones that we review annually, quarterly or sometimes monthly. These are directly related to the company goals / KPIs.For most of us, we look at management KPIs much more often. These are the numbers that our actions directly affect and that we use to decide what our next actions should be.For instance, if a PPC manager is responsible for specific revenue targets, Revenu is the performance KPI.But, the manager will use other KPIs like conversion rates, CTR, cost per click, etc to manage their activities in an effort to hit the performance targets.
By setting up your KPIs, you can keep yourself focus, not get distracted. Your performance KPIs are the ones that are used to determine if your are doing a good job.The managing KPIs are the ones you use to assess you actions – is your daily activity having the impact to achieve your performance goals (KPIs).
The early marketing for porsche was focused on the young single guy. But they grew up, had families and started looking at other cars. So, porsche created PorscheEveryDay.com.
[Video embedded]It was a place for owners with families to load videos and photos and share stories about how they use the car every day. Porsche used offline media to target metro areas to encourage up loads for owners, and then target prospects to be driven to the site as well. They used Spot TV, direct mail, and local print.
[Video embedded]They were then able to go into Google analytics and see where users were coming from.
Quiz Question: What are the five primary UTM parameters for Google Analytics[Walk viewers through the video]In GA you can see the utm dimensions at the different levels You can also see different metrics for each dimension as well.We can then build reports out of these dimensions.
When we talk about reporting, we will discuss Custom Segment. But, I wanted to give you a preview into how you can practically apply the UTM parameters to create an analysis. By creating a convention for naming content (Ads / Content in this case), we can identify two segments and compare their impact and performance matrix to each other, or against a control group. Elaborate on some applications…Display >> track creative variationsEmail >> track creative versions (text vs. html) or identify different links (header link, button link, body link, footer link)Social Media >> track time of posts or the phrasesThen you can use the All Traffic Sources report to view the Ad Content values.
Upon selecting the custom segment, all our reporting will break out the performance of these two segment for comparison. This can be used in many different ways to compare different groups of traffic.
You can collect/insert almost any kind of custom data into Google Analytics; As long as the data is available to you in the source code of a web page you can pass it to Google Analytics via a custom variable.
Custom variables can be set to identify which user experience a visitor had and how this relates to the conversions. Puma used this to tag one of four versions and then tracked the users, monitoring and benchmarking their performance against each other to optimize their efforts.
There are 4 parts to a custom variable:1. The name of the variable2. The values for each variable3. The index or slot of the variable4. The scope of the variable
Quiz Question: Name 4 uses for custom variables (adobe eVars).
La Tienda used custom events, triggered by the ZIP field to see how people responded to the shipping rate differences. Within a radius of the primary shipping location, they have a flat rate. But, beyond that, they were variable. What they found is that people were dropping out of the buy flow, but more often at the variable shipping zone. So, they switched to two flat rates. They found that it was not expensive shipping, but the fact that people did not know what the shipping costs were going to be until too far in the buy flow.
Quiz questions: What are 3 things you would set up for tracking as events on a web site.
And, so that wraps up this first session of Analytics Basics. I hope you now have a better sense of how to start thinking about analytics. Start crafting your mind from your client’s perspective when broaching the topics of KPIs, inputs and outputs to get the most of GA, some levels of customizations to enhance out-of-the-box features to think about.