Michele Marques: Use Google Analytics to Learn What Customers Aren't Telling You

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This document discusses how to use Google Analytics to better understand customer usage of documentation websites. It recommends asking questions about which content is most/least used and how customers find information. Google Analytics can show demographics, behavior, languages, devices used, and referrals/search terms. The document demonstrates how to export Analytics data to Excel for further analysis, such as determining where to focus improvements, cut underused content, and optimize staffing investments based on usage trends.

Use Google Analytics to learn
what customers aren’t telling you
Michele Marques
Information Architect
October 28, 2016

POLL – HOW MANY OF YOU:
• Talk with customers?
• Have docs on a web
site?
• Are using Google
Analytics?
• Have used any web
analytics?

• Before you begin
• What questions are you investigating?
• Where should docs be improved?
• What docs aren’t being used and can be cut?
• How do the current usage trends align with project priorities?
• Is the current staffing investment aligned with usage?
• Who’s using the docs?
• How do they find the docs?
• Getting more out of the data with Excel
• Wrap-up
© Copyright 2016 BMC Software, Inc.
Agenda

© Copyright 2016 BMC Software, Inc.
Before you begin

© Copyright 2016 BMC Software, Inc.
Where should docs be improved?

What else?
• Not enough time on page
• Too much time on page
• High bounce rate
• Landing pages
© Copyright 2016 BMC Software, Inc.
What content to improve

© Copyright 2016 BMC Software, Inc.
What can be cut?

What else?
• Not enough pageviews
• Not enough time on page
© Copyright 2016 BMC Software, Inc.
What content is not being used?

© Copyright 2016 BMC Software, Inc.
Who’s using the docs?

COMPANY
Applicable for B2B
1. Behavior > All Pages
2. Select a specific page
3. Secondary dimension > Users > Service provider
• Caveats: includes home and mobile ISPs

© Copyright 2016 BMC Software, Inc.
How do they find the docs

© Copyright 2016 BMC Software, Inc.
Getting more out of the data with Excel

What else?
• Select the right content
• Show enough rows
© Copyright 2016 BMC Software, Inc.
Tips for Excel export

What else?
• Manipulate data
• Merge data
• Graphs
• Pivot tables
© Copyright 2016 BMC Software, Inc.
What can you do in Excel?

• Investigate questions about your docs
• Use data to:
• Focus improvements
• Determine where to cut
• Budget for the right localization
• Measure the results of improvements
• Inform decisions and optimize staffing investments
• Use Excel or other tools to do more with your data
© Copyright 2016 BMC Software, Inc.
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QU本科学位证成绩单【微信95270640】《皇后大学毕业证书原版制作QU成绩单》【Q微信95270640】《仿制QU毕业证成绩单皇后大学学位证书pdf电子图》，A.为什么留学生需要操作留信认证? 留信认证全称全国留学生信息服务网认证,隶属于北京中科院。①留信认证门槛条件更低,费用更美丽,并且包过,完单周期短,效率高②留信认证虽然不能去国企,但是一般的公司都没有问题,因为国内很多公司连基本的留学生学历认证都不了解。这对于留学生来说,这就比自己光拿一个证书更有说服力,因为留学学历可以在留信网站上进行查询! B.为什么我们提供的毕业证成绩单具有使用价值？查询留服认证是国内鉴别留学生海外学历的唯一途径，但认证只是个体行为，不是所有留学生都操作，所以没有办理认证的留学生的学历在国内也是查询不到的，他们也仅仅只有一张文凭。所以这时候我们提供的和学校颁发的一模一样的毕业证成绩单，就有了使用价值。实体公司，专业可靠，办理加拿大毕业证|办美国成绩单|做德国文凭学历认证|办新西兰学位证，办澳洲文凭认证，办留信网认证（网上可查，实体公司，专业可靠）铸就十年品质！信誉！实体公司！文凭办理流程： 1客户提供办理信息：姓名生日专业学位毕业时间等（如信息不确定可以咨询顾问：微信95270640我们有专业老师帮你查询）； 2开始安排制作毕业证成绩单电子图； 3毕业证成绩单电子版做好以后发送给您确认； 4毕业证成绩单电子版您确认信息无误之后安排制作成品； 5成品做好拍照或者视频给您确认； 6快递给客户（国内顺丰国外DHLUPS等快读邮寄）。 7完成交易删除客户资料高精端提供以下服务：一：皇后大学皇后大学毕业证文凭证书全套材料从防伪到印刷水印底纹到钢印烫金二：真实使馆认证（留学人员回国证明）使馆存档三：真实教育部认证教育部存档教育部留服网站可查四：留信认证留学生信息网站可查五：与学校颁发的相关证件1:1纸质尺寸制定（定期向各大院校毕业生购买最新版本毕,业证成绩单保证您拿到的是鲁昂大学内部最新版本毕业证成绩单微信95270640） A.为什么留学生需要操作留信认证? 留信认证全称全国留学生信息服务网认证,隶属于北京中科院。①留信认证门槛条件更低,费用更美丽,并且包过,完单周期短,效率高②留信认证虽然不能去国企,但是一般的公司都没有问题,因为国内很多公司连基本的留学生学历认证都不了解。这对于留学生来说,这就比自己光拿一个证书更有说服力,因为留学学历可以在留信网站上进行查询! B.为什么我们提供的毕业证成绩单具有使用价值？查询留服认证是国内鉴别留学生海外学历的唯一途径但认证只是个体行为不是所有留学生都操作所以没有办理认证的留学生的学历在国内也是查询不到的他们也仅仅只有一张文凭。所以这时候我们提供的和学校颁发的一模一样的毕业证成绩单就有了使用价值。娃拒绝父亲送说往车上一躺就等着下车决无丢失的道理有手机在身联系也方便再说他都岁了还有大半车的小伙伴相伴他不怕在父亲千叮咛万嘱咐中山娃依依不舍地爬上车朝窗外不住地挥手别了父亲别了父亲的城别了我的暑假生活我的城市生活望着窗外挥舞的大手还有那张微驼的背一向坚强的山娃禁不住泪如雨下当我坐下来想写这封信时“感恩两字在我脑海中回旋很幸运我有这样的机会能将埋在心底深深的感激之情得以表达从婴儿的“哇哇坠地到哺育听

在线办理(Murdoch毕业证书)莫道克大学毕业证电子版成绩单一模一样

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学校原件一模一样【微信：741003700 】《(Murdoch毕业证书)莫道克大学毕业证电子版成绩单》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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学校原件一模一样【微信：741003700 】《(CDU毕业证书)查尔斯达尔文大学毕业证PDF成绩单》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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Michele Marques: Use Google Analytics to Learn What Customers Aren't Telling You

1. Use Google Analytics to learn what customers aren’t telling you Michele Marques Information Architect October 28, 2016

2. POLL – HOW MANY OF YOU: • Talk with customers? • Have docs on a web site? • Are using Google Analytics? • Have used any web analytics?

3. • Before you begin • What questions are you investigating? • Where should docs be improved? • What docs aren’t being used and can be cut? • How do the current usage trends align with project priorities? • Is the current staffing investment aligned with usage? • Who’s using the docs? • How do they find the docs? • Getting more out of the data with Excel • Wrap-up © Copyright 2016 BMC Software, Inc. Agenda

10. DEMOGRAPHICS

11. AUDIENCE BEHAVIOR

12. LANGUAGE

13. TECHNOLOGY OF USERS

14. DEVICE TYPE

15. COMPANY Applicable for B2B 1. Behavior > All Pages 2. Select a specific page 3. Secondary dimension > Users > Service provider • Caveats: includes home and mobile ISPs

17. CHANNELS

18. REFERRALS

19. SEARCH KEYWORDS

20. SOCIAL

24. • Investigate questions about your docs • Use data to: • Focus improvements • Determine where to cut • Budget for the right localization • Measure the results of improvements • Inform decisions and optimize staffing investments • Use Excel or other tools to do more with your data © Copyright 2016 BMC Software, Inc. Wrap-up

26. About BMC BMC, BMC Software, the BMC logo, and the BMC Software logo, and all other BMC Software product and service names are owned by BMC Software, Inc. and are registered or pending registration in the US Patent and Trademark Office or in the trademark offices of other countries. All other trademarks belong to their respective companies. © Copyright 2016 BMC Software, Inc. BMC – Bring IT to Life BMC digital IT transforms 82% of the Fortune 500®.

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