The document outlines the importance of Google Analytics in measuring ROI, improving online marketing strategies, and providing data-driven insights for businesses. It highlights unique methods to track performance, including mobile traffic, social interactions, and offline advertising effectiveness. The content emphasizes the agency's expertise and the significance of analytics in optimizing marketing efforts and decision-making processes.

2. Agenda
• Intros
• Google Analytics – 10 Unique Ways to Measure ROI
• Google Analytics – Report Dive
• Benefits (You + Client)
• Q/A

3. Vertical Nerve
• Help businesses connect with their audience online
• Help them convert that audience into customers
– Search Marketing
– Analytics Consulting
– Online Services
– Mobile Services

4. Our Partnerships
• 7 Years SEM Experience with small, medium & large
brands
• 100% in-house, certified consultants (no out-sourcing)
• Millions in ad spend managed, always focused on ROI
• Certified Microsoft Advertising agency
• Only Preferred Partner in Texas

5. Our Partnerships (cont.)
• 1 of 2 Certified Partners in Texas
• Proven Expertise with Google Analytics for years
• Consulting, Issue Support, Implementation, etc.
• 1 of 5 Nationwide Resellers
• Proven expertise with helping large organizations
with analytics
• New features, benefits for enterprise customers

6. Our Agency Partnerships
• Support Local Creative Agencies
• White-label and Disclosed Partnerships
• Technical & Analytics Expertise to Supplement
Agency Strengths

7. Why Do We Need Analytics?
• Analytics helps you discover what works…
…and STOP doing what doesn’t work.

8. Why Do We Need Analytics?
• Without Data, Only
the HiPPO Remains!
(Highest Paid Person’s Opinion)

9. Why Do We Need Analytics?
• As an Agency:
– Clients want data-driven decisions in our econ.
– Benchmark success and prove ROI
– Learn from losing, don’t replicate
• As a Client:
– Say good-bye to “Spray & Pray” marketing
– Optimize ad spend towards concrete objectives

10. About Google Analytics
• Installed on over 10M sites worldwide
• 60% of Top 100k sites online Search
• Online Marketing ROI Hub
Affiliate GA Email
Display

11. Google Analytics in 2012
Google Analytics Standard Google Analytics Premium
• Free & Easy to Use • Same Ease of Use
• Real-time Reporting • Dedicated Support
• APIs • Uptime Guarantees / SLAs
• Mobile Reporting • Attribution Modeling
• Social Interaction Reporting • Doubleclick Integration
• Goal / E-com Tracking • Faster, Fresher Data
• Custom Variables • Virtually No Data Caps
• Right Choice for 99% • Well Suited for Enterprises

12. How it Works
• Invisible page tag using JS & Cookies
• When those pages are viewed, the code runs
behind the scenes, sending data to Google’s
secure servers
• This data is processed and reported in Google
Analytics
• Note: Data is not shared without permission

13. What Does GA Track?
• It Tracks a Visitor’s:
– Approximate Location (city)
– Browser and System Specs (OS, language, etc)
– Referral Information (previous site and/or query)
• It Does Not Track:
– Email Addresses
– Specific Locations
– Any Personally Identifiable Information

14. 10 Unique Ways to Measure ROI
Google Proprietary 15

15. Track Mobile Success
• What % of a Site’s Traffic is from Mobile?
• How are those Visitors Performing? Segment!
• Look for High Bounce / Low Conversion Rates

16. Track QR Codes
To the website
GA Tells You Which :
1. Produced more sales
2. More Leads
3. More Registrations
4. More Social Interactions
Website 5. More Downloads
6. More Profit!

17. Track Social Interactions
• Google Analytics is quickly adding social data
• See when visitors on your site tweet, share,
like, etc. & how those visitors compare to non-
social visits

18. Track Offline Advertising
• Billboards
• TV ads
• Newspaper / Magazine
• Etc..

19. Optimize Purchase Flows
• Discover Points of Abandonment
• Optimize Drop-off Points
• Improve overall Conversion Rate

20. See How Channels Work Together
• New Multi-Channel Funnel Reports
SEO
Email
Website

21. CRM Integrations
• Important for lead generation websites
• Campaign information all through the sales
process
Visit Lead Sale
Campaign ABC Campaign ABC Campaign ABC

22. Watch Real-time Response
• New to GA in 2011
• Data within 2 seconds!

23. Track Website Speed
• Studies have proven, slow sites = less money
• GA now automatically tracks your page load
times, so optimize your web experience

24. Executive Dashboards
• GA + Other Data
• Real-time Updates
• Web-based, Mobile Friendly

25. Examples of Success

26. Global Restaurant Chain
• Goals:
1. Use GA to benchmark against existing web
analytics tool
2. Granular tracking sought for fast-pace
online sales growth
• Results
– New insight into up/cross sale items
• Ex: ingredients, appetizers)
– Conversations thru out process
• Delivery vs. take outs
• Drop off points
– Tracked against existing web analytics

27. Telecom Leader
• Using GA as frontend to data warehousing
strategy
• Enable customer segmentation
– By phone model, features, plan, etc..
• Products
– Grid vs. List
– Which products compared together
– Availability
• Tracking Spend
– Common measure across vendors
• Social
• Banner
• Display
• Search

28. National Resort Company
• 150 Clubs and Resorts
• Track on-line revenue
– Tee-times, reservations,
bookings, store sales, etc…
• Interactive touch-screens
– Pictures, Events, News,
Club Updates, Awards

29. Century Old, Regional Auto Leader
• Scroll reach
– Track how far down people scroll
(how many listings to show)
• Ad Content Effectiveness
– Which Specials bring highest
return
• Conversation points
– Service
– Trade-In estimates
– Dealer locater
– Etc….

30. Sample Reports

31. Goals & E-Commerce
Where the rubber hits the road…every website has one or more goals.
Google Proprietary 32

32. Goals: Funnel Reporting
Entering the funnel Leaving the funnel
Defined goal
• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Google Proprietary 33

33. Site Content: Visitor Navigation
Analyze how traffic moves through your site from entrance to exit
Google Proprietary 41

34. Site Content: In-Page Analytics
Optimize a page by analyzing usage metrics on all clickable items
Google Proprietary 42

35. Internal Site Search
• Understand how your users are searching on your site
• Increase ease of use and discovery
Google Proprietary 43

36. Intelligence Reports
Automatically detect and surface significant changes in your key
performance metrics that you should be aware of.
Google Proprietary 44

37. Customizable Alerts
Tell Google Analytics what you want it to watch for by setting daily, weekly,
and monthly triggers on different dimensions & metrics, and be notified by
email or directly in the Intelligence reports when they happen. Google Proprietary 45

38. Pivoting
Pivot tables are no longer Excel magic, quickly cross-reference up to two
metrics within one dimension against other dimensions
Google Proprietary 46

39. Advanced Segmentation
• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyse your traffic with predefined or customized segments Google Proprietary 47

40. Custom Reporting
• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
Google Proprietary 48

41. Email Reports
• Schedule reports to be delivered via Email
• Select format (pdf, xls, csv, xml, tsv) and scheduling (daily, weekly,
monthly, quarterly) Google Proprietary 49

42. Final Tips for Success
• Utilize a Web Analytics Measurement Model
• Find Metrics with Meaning (sales > hits)
• Care for Analytics Accounts
• Utilize Scheduled Email Reports
• Share Data within your Organization

43. Additional Resources
• Our Weekly Newsletter (leave your bus. card)
• Blogs
– http://analytics.blogspot.com (Official GA Blog)
– http://www.verticalnerve.com/blog
– http://www.kaushik.net/avinash/ (Pure Gold)
• Books
– Advanced Web Analytics with Google Analytics
– Web Analytics 2.0

44. You + Us
• How can we engage?
– GA Audits
• GREAT start, excellent insight has been provided
– Executive Forums
– Team / Client Trainings
– Analysis / Insights
– Analytics Strategy

45. Q&A