Insights, Not Data: Automated Reporting That Works

Insights, Not Data:
Automated Reporting
That Works
Dana DiTomaso // Kick Point
SLIDESHARE.NET/DITOMASO
@DANADITOMASO

How long do you spend
making reports right now?

2.75h = Making Report
0.25h = Insights

Let’s ﬂip this around the
other way.

There are lots of great reporting
tools out there.

But they’re only as good as the
data you can put into them.

This is what Google Analytics’
Client ID is for.

Save the CID as a session-scoped
custom dimension in Google
Analytics.

Capture the CID in your form
ﬁlls and other data captures.

Then, use that CID to stitch
data together post-sale!

Level Up:
Use call tracking data to enrich
ofﬂine phone calls.

Remember:
Google Analytics doesn’t have to
be your single warehouse.

What else can you do with this?

Combine reviews with purchases.

Start a loyalty program to tie
together online visits &
purchases with ofﬂine ones.

Capture more website behavior
data and look for patterns.

Because all your data is already
in one place, you don’t need to
waste time merging data.

What kinds of insights
have we gotten so far?

Save ad spend:
Find keywords that have high
conversion rates but low close
rates.

Target your ofﬂine spend:
Find postcodes with the
highest spend per purchase.

Focus SEO efforts:
Find lower ranking pages that
are already making you money.

It’s more effort to set up
in the beginning but then
you never need to export a
spreadsheet ever again!

(Because I’m pretty sure you
aren’t being paid to export
spreadsheets, right?)

Thank You!
kickpoint.ca/newsletter
Dana DiTomaso
@danaditomaso

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