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Putting data insights into practice
The document discusses using data insights from web analytics to improve business results. It provides examples of how analytics can be used to understand user behavior on a website, evaluate the effectiveness of marketing campaigns, check the technical performance of a website, and identify high performing customer segments. The document also demonstrates how to analyze web analytics data in Google Analytics to answer common questions about traffic, conversions, and customer profiles. Workshops are provided to have attendees practice analyzing analytics data to address specific business questions.
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Putting data insights into practice
- 1. Confidential & ProprietaryConfidential& Proprietary Acting on Data Insights Akceleračné školenie I., 23. 2. 2016 Bratislava Pavel Jašek (@paveljasek, Google Czech Republic) Peter Jakuš, Pavol Adamčák, Marián Zeleniak (@peterjakus, @PavolAdamcak, @marianzeleniak, ui42)
- 2. Confidential & Proprietary Proprietary+ Confidential Web Data Campaign Customer Market Product Analytics
- 3. Confidential & Proprietary Proprietary+ Confidential There are many definitions and approaches to web analytics. Find your proper way of using these tools, techniques, reports and analyses for your project.
- 4. Confidential & Proprietary Proprietary+ Confidential 1. Understanding what works 2. Improving areas that don’t work 3. Prioritizing engaging content 4. Calculating the value 5. Improving business results 6. Justify decisions and investments Why do you measure your web?
- 5. Confidential & Proprietary Proprietary+ Confidential Many areas to use data efficiently Usability and User Experience Persuadability, Conversion Rate Optimization Content Marketing campaigns Products
- 6. Confidential & Proprietary Proprietary+ Confidential The way from data to money Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
- 7. Confidential & Proprietary Proprietary+ Confidential Various approaches to use Google Analytics Reporting the results and evaluating goals and targets Better focus of our activities Finding above-the-average results (or below) Tracking changes
- 8. Confidential & Proprietary Proprietary+ Confidential Data analysis tells you WHAT and HOW something happened. Interpretation is up to you. Research and testing tells you WHY that happens.
- 9. Proprietary + Confidential Questionsin Web Analytics Who visits the website? How do they behave on the website? Where do people come from? Does to web work OK for our users?
- 10. Proprietary + Confidential Howmany sessions do you get per day? Is the traffic from new users or your loyal ones? What demography and interest categories do your customers fit in? What device are your users using? Who visits the website?
- 11. Proprietary + Confidential Whatis the first action they perform? Are they landing on pages deep in the structure? What is the most visited category? Are they using all interactions on product details? How many times they visit the website after a registration? Is there an issue with site navigation? Do they visit different pages from mobile and desktop? What are they searching for in an internal search tool? How do the users behave on your website?
- 12. Proprietary + Confidential Questionson marketing campaigns How many session came from marketing campaigns? How did they behave after arriving on the website? How many converted? What was the revenue from paid campaigns? Which campaigns assisted in conversions? What sources bring the most valuable customers? Which creatives support goal fulfilment the best? How long does it take for your users to convert? Which landing pages could perform better?
- 13. Proprietary + Confidential Technicalquestions Is the web fast enough? What pages are too slow for the user? For the browser? Should the website be optimized for Internet Explorer 6? 7? 8? What errors are shown to your users? Does that matter? What internal search terms lead to poor results?
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- 15. Confidential & Proprietary Checkthe data quality of your transactions and revenues in Google Analytics.
- 16. Confidential & Proprietary DataQuality 1. Check overall number of transactions against your e-commerce platform 2. Compare unique number of transactions
- 17. Confidential & Proprietary Compareconversion rates among Slovakia regions.
- 18. Confidential & Proprietary UseLocation report 1) Secondary dimension: Region; 2) Comparison view on table
- 19. Confidential & Proprietary Whatdemography and interest categories do your customers fit in?
- 20. Confidential & Proprietary Demographicsand Interests reports If you don’t see any data, follow these instructions.
- 21. Confidential & Proprietary Comparelanding pages with the worst bounce rate and discover their traffic sources.
- 22. Confidential & Proprietary LandingPages report 1) Sort by Bounce rate; 2) Use Weighted sort
- 23. Confidential & Proprietary Howmany of your visits & transactions come from mobile? Has the ratio changed year over year?
- 24. Confidential & Proprietary MobileOverview report Use keyboard shortcut: “dm dx” to compare last month year over year
- 25. Confidential & Proprietary Takeorders with above average AOV. What traffic sources do they come from?
- 26. Confidential & Proprietary ComparingAdvanced segments and traffic channels Apply these two segments for sessions above your average order value (you can edit the value from 38 EUR)
- 27. Confidential & Proprietary Howmany users have purchased more than once in the last 90 days?
- 28. Confidential & Proprietary Comparingusers with more transactions Use these segments to compare performance from users that have purchased more than once in the selected time range. For comparing number of users, go to Audience overview.
- 29. Confidential & Proprietary Isthe web fast enough?
- 30. Confidential & Proprietary SiteSpeed reports Read how the data is collected. Analyze your pages using PageSpeed Insights.
- 31. Confidential & Proprietary Proprietary+ Confidential Recapitulation Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
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