This document provides an overview of using Google Analytics to stand out as a data-driven marketer. It discusses the difference between marketing and analytics and how the roles are converging. It promotes developing skills in both areas to become a "digital marketing unicorn" that can understand data insights and drive the right actions. The document also highlights resources for learning Google Analytics, such as its free individual certification and sandbox for hands-on practice.

1. The Elusive Data-
Driven Marketing
Unicorn
Using Google Analytics to
Stand Out from the Crowd

2. Hello!I am Alex Abell
Using technology and information
to empower real human
connections is kind of my thing.
Sr. Business
Intelligence Analyst,
eCommerce
Analytics

3. I’ve done a
little bit of
everything
▪ web development
▪ event production
▪ micro-blogging
▪ everything in between

4. I’ve gotten to work with
Some pretty huge brands.

5. Absorb what is useful.
Reject what is useless.
Add what is essentially
your own.
-Bruce Lee

6. HANDS IN
THE AIR
Who knows the difference between
Marketing & Analytics?

7. It’s a thin line
And it’s shrinking every single day.
Marketing Analytics

8. Marketers
Focus on getting the right product
or service to the right customers
at the right price using the right
methods of promotion.
Both love getting it
right.
BI Analysts/Data Scientists
Ensure the right business
stakeholders have the right
information to make the right
decisions to improve the right KPIs
and drive business results.

9. Marketers
Focus on getting the right product
or service to the right customers
at the right price using the right
methods of promotion.
Both love getting it
right.
BI Analysts/Data Scientists
Ensure the right business
stakeholders have the right
information to make the right
decisions to improve the right KPIs
and drive business results.
Data-Driven Marketers
are a cool hybrid of both – They
know how to read the numbers,
gather insights from the reports,
and drive the right actions to hit
the company goals.

10. If you can’t measure it,
you can’t manage it.
-Peter Drucker (maybe)

11. Use Metrics to Inform, Not
Justify Decisions
Source: Web Analytics Kick Start Guide

12. The Metrics Hierarchy
KPIs
Secondary
Metrics
Peripheral
Metrics
High
Impact
Low
Impact
Source: Web Analytics Kick Start Guide

13. What? How?
(high level)
How?
(low level)
Strategy is super
important.
Goals/Objectives Initiatives Tactics

14. Knowing a great deal is not
the same as being smart;
intelligence is not information
alone but also judgment , the
manner in which information
is collected and used.
-Carl Sagan

15. 30,147,726Websites are using Google Analytics in 2018
Source: BuiltWith

16. Google Analytics is
Your Friend
▪ It’s completely free
▪ They have a sandbox to play around in
▪ Integrates with AdWords & DoubleClick
▪ Quickly becoming the standard for most companies

17. Google
Analytics
Sandbox
Get your fingernails dirty
and play around with a
properly configured
clickstream
implementation.

18. Overview of GA
Reports
Audience Acquisition Behavior Conversions
Who came to our
site?
How did they get
here?
What did they
look at?
Were they
successful?
Have they been
here before?
Which channels
are sending
traffic?
Where did they
enter and leave?
Did they complete
a goal or
transaction?
What devices do
they use?
Which campaigns
are driving the
most traffic?
What actions did
they take?
If not, where did
they drop out?

19. 2.7 MillionJob Postings for Data Analytics and Science by 2020
Source: Dataversity

20. What are hiring
managers looking for?
Large enterprises/brand companies are not achieving the
desired output from their current digital marketing teams
and are looking for specifically trained digital marketing
unicorns.

21. Be a
digital
marketing
unicorn

22. Digital Marketing Skills Gap
Source: OnlineMarketing Institute

23. $105,904
Analytics Manager Average Salary
80%
Score required to pass
$0
Cost to get GA Individual Certification

24. The new source of power
is not money in the
hands of a few, but
information in the hands
of many.
-John Naisbitt

25. Thanks!
Any questions?
Connect with me on Linkedin
Alexander Abell
Follow me:
@i_am_abell

26. More Resources