The document outlines steps to optimize a website using Google Analytics, emphasizing the importance of measurement for business success. It details the role of a digital strategist, the significance of tracking user interactions, and defines key performance indicators for assessing effectiveness. Various case studies illustrate the process of defining objectives, strategies, tactics, and segmentation for improved digital performance.

1. Optimize Your Website and
Business With Data

2. Identify what is leading to your successes and failures

3. Effectively optimize and improve your tactics

4. Prove your value

6. Agenda
1. Introduction to Google Analytics
2. 5 steps to measure and improve you website
3. Q&A

7. Enrique Hoyos
/enriquehoyos
@enrique.v.hoyos
EnriqueHoyos.com

8. A digital strategist is the person who
develops, oversees, and optimizes
digital strategies.

9. A digital strategist is the person who
develops, oversees, and optimizes
digital strategies.
Through quantitative and qualitative research and
synthesising insights

10. A digital strategist is the person who
develops, oversees, and optimizes
digital strategies.
What doesn’t get measured can’t be improved.

12. Who are the people who visited your website

13. How did they get to your website

14. What they did in your website

15. Tracking code will collect anonymous information of how
that user interacted with that page.
• How many users visited a page
• How long did they stay on the page
• Where did they go next.
The tracking code will also collect browser information like:
• Language
• Browser
• Device
• Traffic Source
How Does it Work?

16. User:
Distinct individuals visiting the website. It is tracked based on the
cookies of a device, if they are deleted then a new user ID is
created for that person.
Sessions:
A session begins when a user lands on your site, and ends after 30
minutes of inactivity.

17. Reports
Real-Time – What is happening on the website right now?

18. Reports
Audience – Who are the people that come to the site?

19. Reports
Acquisition – How did they get to the site?

20. Reports
Behaviour – What did they do on the site?

21. Reports
Conversions – Website Goals, E-commerce

22. Real-Time - What is happening on the website right now?

23. Audience – Device

24. Audience – Location

25. Behavior – Landing Page

26. Conversion – Overview

27. Conversion – Ecommerce

28. FIGURING
OUT
WHAT
MATTERS

29. 1
DEFINE
BUSINESS
OBJECTIVE

30. Making money is NOT a strategic objective

31. Strategic objectives are customer centric

32. CASE STUDY.
The Cooking Corner, a hypothetical online store that sells curated cooking
products and guides.

33. They have defined their objective as “To help busy people enjoy
healthy eating through innovative products and guides.”
CASE STUDY.

34. 2
NAIL
DOWN
YOUR
STRATEGIES

35. Strategies are plans that you have to
accomplish your objective.
Plans require a who, what, when, where and how.

36. CASE STUDY.

37. 3
BREAK
DOWN
YOUR
TACTICS

38. Plans require a who, what, when,
where and how.
What tactics are you deploying to make that strategy
successful?

39. Selling products
or services
Lead magnets
Engagement users
Help customers
find info
Story telling
Ecommerce
Lead Generation
Content Publisher
Provide Information
Branding

40. CASE STUDY.

41. 4
SELECT
KPIS AND
TARGETS

42. Key Performance Indicators are metrics
that measure success.
But, NOT every metric is a KPI.

43. CASE STUDY.

44. CASE STUDY.

45. CASE STUDY.

46. CASE STUDY.

47. 5IDENTIFY
KEY
SEGMENTS

48. Segmentation is where strategic insights comes from

53. Influence & Resources
+ +
Avinash Kaushik

54. enriquehoyos.com