This document provides tips and techniques for making the most of analytics. It recommends a three-step model of determining what data to analyze, understanding its significance, and deciding what actions to take. Specific tips include extending the time frame and number of data rows examined, treating referral traffic like media relations, tagging URLs, setting goals in analytics, and using tools like HotJar to gather qualitative user feedback beyond the clickstream. The document aims to help users get more insights from their analytics data.

1. Tips & techniques for making
the most of analytics
David Kamerer, PhD, APR
Associate Professor
Loyola University Chicago
Follow me on Twitter @davidkamerer

2. An ocean of data,
a teacup of insights
Three-step model:
•What
•So what
•Now what

3. Tip: Get more clicks in the bucket
Extend the time frame
Examine more rows

4. Acquisition: a healthy diet
Direct: 20%
Search: 40-50%
Referral: 20-30%
Campaigns: 10%
Source: Avinash Kaushik

5. Direct traffic
Short, easy URL
Use URL in offline materials

6. Search traffic
Tip: use Yoast plug-in for WordPress
Tip: activate Google Webmaster Tools for additional
keyword intelligence
Tip: activate site search

7. Referral traffic
Treat like a media relations problem
Tip: subscribe to Moz and use Open Site Explorer to
map referring sites
Tip: use your own analytics to map referring sites

8. Campaign traffic
Can include: social, email, AdWords, banner, all
marketing activity that you control
Tip: Tag your URLs with Google URL Builder
Tip: Respect the hub-and-spoke model

9. Improve your content
Tip: Identify and improve top failure points

10. Mobile performance
Tip: Monitor and plan

11. Conversions
These can include:
•Downloads
•Sign-ups
•Social follows
•Filling out a form
•Donations
•Ecommerce
Tip: set goals in analytics

12. Limitations of the clickstream
Was it a good experience?
The good bounce
The bad long session

13. Voice of the customer
Qualitative data
HotJar demo

14. HotJar offer
use DAVID1FREE as a code in the chat to get a free
month of HotJar Pro
My offer
Work with my students by sharing your data

15. Thank you
@davidkamerer