Jeremy Echols discusses the importance of Google Analytics in answering key questions about user behavior and data utilization. He emphasizes the need for actionable insights through data segmentation and understanding user journeys to effectively connect with consumers. The document highlights that successful analytics goes beyond just metrics, focusing on user actions and engagements.

1. Taking Action with Google Analytics
Jeremy Echols
Analytics Manager, Adswerve
https://www.linkedin.com/in/jeremyechols/
@jeremyechols

2. @jeremyechols
Google Analytics exists to answer
four questions:
1.Who are my users?
2.Where did they come from?
3.What did they do?
4.Did they do what I want them to do?

3. @jeremyechols
“Data are not taken for museum
purposes; they are taken as a basis
for doing something. If nothing is to
be done with the data, then there is
no use in collecting any.”
-D. Edward Deming, 1942

4. @jeremyechols
Landing Page and Marketing Optimization

5. @jeremyechols
Comparing content and marketing
against their peers opens the door
to understanding what is
performing better, why, and what
you can do about it.

6. @jeremyechols
Segmentation to Better Understand Users

7. @jeremyechols
Segmentation to Better Understand Users

8. @jeremyechols
Segmentation to Better Target Users

9. @jeremyechols
“91% of consumers are more likely to
shop with brands who provide
relevant offers and recommendations.
-Accenture

10. @jeremyechols
Understanding User Journeys and Attribution

11. @jeremyechols
Understanding User Journeys and Attribution

12. @jeremyechols
Analytics is not about sessions and pageviews.
Sessions don’t make purchases.
Pageviews don’t sign up for newsletters.
Users do.

13. @jeremyechols
Analytics, when done correctly,
unlocks the ability for brands to truly
connect with their users.

14. Taking Action with Google Analytics
Jeremy Echols
Analytics Manager, Adswerve
https://www.linkedin.com/in/jeremyechols/
@jeremyechols