The document discusses the significance of web analytics in measuring return on investment for businesses and the pedagogical challenges of teaching it. It includes personal anecdotes and practical steps for integrating analytics into blogs using Google tools to enhance student engagement. The authors provide a guide on establishing authorship in search and tracking blog performance through analytics.

1. Linking Search and Social
through G+ and Blogging
Debra Zahay-Blatz
Professor of Marketing
Aurora University
Todd Kelsey
Communicaions for the World.
MMA New Orleans
9/20/2013

2. Agenda
• What is Web Analytics?
• Why is Web Analytics Important?
– Pressure for Return on Investment
• Pedagogical Challenges
– Technical Hurdles
– Varying backgrounds
– Intimidation Factor
• Debra’s Personal Analytics Story
• Possible Classroom Solution

3. What is Web Analytics?
A simple definition:
• Web Analytics = analyzing data to provide
insight about behavior and performance
• Ex: data about people visiting a website, the
effectiveness of an online ad campaign

4. Why Web Analytics Important?
• Web analytics are increasingly important as
businesses place greater emphasis on tracking
return on investment.
• ROI Example: Click on Google Ad > Visit
Website > Make Purchase
• Tracking allows you to know what works.

5. Google’s Success = Analytics
• Business: Google, we spent $500 on our ad
campaign. How much money did we make?
• Google: 105 people clicked on the ad, and 20
people bought your widget, resulting in $1000
of revenue.
• Business: ClearChannel, we spent $5,000 on a
billboard. How much money did we make?
• ClearChannel: We have no idea.

6. Pedagogical Challenges:
The Analytics Dragon
• Technical hurdles, setup, configuration
• Students: varying backgrounds, levels
knowledge
• Intimidation factor

7. A Starting Point for Students
• Needed: something students can relate to
• Google has free tools - Blogger, Google
Analytics
• Easy to set up, builds confidence in students
and educators
• It’s fun!
(ex: looking at the number of visitors to your
blog)

8. Personal Analytics Experience
• Debra’s experience
• Show dashboards, stats
• Briefly show how easy it is to plug the UA #
into Blogger
• Next Steps: try it, link for slideshare, short link
for free ebook on facebook ads, google
adwords (including google analytics)

10. Over 600 New Contacts since March

12. Step 1. to Authorship in Search in Blogger and Wordpress. In G+, under Settings, Account, go
to the Right and Edit Profile, then Links. Put in everywhere you have a profile or contribute.

13. Now you will have a complete list of your social media profile

14. Step 2. Verify Your email address
https://plus.google.com/authorship (works best if on
same domain as content).

15. SAMPLE
By FIRSTNAME LASTNAME.<br />
You can find <a href="http://LINKTOYOURWEBSITE"> FIRSTNAME </a> on <a
href="https://plus.google.com/u/0/YOURGOOGLEPLUSPROFILEID?rel=author"
rel="author" target="_blank">Google+</a> and <a
href="http://www.twitter.com/YOURTWITTERID" target="_blank">Twitter</a> as
well as <a href="http://www.linkedin.com/in/YOURLINKEDINID">LinkedIn</a>.
ANOTHER SAMPLE AUTHOR BOX
Andy Crestodina is the Strategic Director of Orbit Media, a <a
href=”http://www.orbitmedia.com”>web design company</a> in Chicago. You
can find Andy on <a title="Author: Andy Crestodina on Google+" rel="author"
href="https://plus.google.com/1734272729328712178697?rel=author"
target="_blank">Google+</a> and <a title="Andy Crestodina on Twitter"
href="http://www.twitter.com/crestodina" target="_blank">Twitter</a>.
http://www.orbitmedia.com/blog/google-authorship-author-stats
Step 3. Insert CODE TO ESTABLISH AUTHORSHIP IN Google Searches: Your name
and picture, your Google+ Circles and profile link will be there. Easiest way is to post
at the end of each blog post. Need to upgrade to do so in Word Press. You also
need to make sure that you have filled out your Google Profile completely.

16. Here’s what the blog looks like:

17. Step 4. Verify using Structured Data Testing Tool
http://www.google.com/webmasters/tools/richsnippets

18. My blog posts now come up and show
that I am the Author, how many circles
I am in and how to find out more I have
written.

19. Since I Share in G+
also, that also shows
up, but not with the
Authorship Info

20. Linking your blog to Analytics: Under Admin
tab in Analytics, add a web property

21. Tracking Code Appears under Tracking
Info

24. Code can be inserted in any web page;
In Blogger, just add the UA-Code
under Blog Settings, Other

25. Now I can track my blog in Analytics,
just like AdWords Campaigns

26. I can also track analytics on the blog in Blogger

27. Questions?
• Contact us:
– tekelsey@gmail.com
– dzahayblatz@aurora.edu