Presentation on Google Analytics and how to use it to "read" people minds. Focused on agencies and publishers on #allwebmk conference in Skopje, Macedonia in Nov 2015

1. The Secret
to how-to “read” people’s minds & influence their behaviour
with Google Analytics

2. Google Trainer
Partner & Co-owner
Huge Media / gaia consulting
Blogger

3. Quick questions

4. How many of you are using
Google Analytics?

5. Event tracking?

6. Adjusted bounce rate?

7. Custom reports?

8. Advanced segments?

9. Attribution modeling?

10. Multichannel funnels?

11. How many of your are aware what
you can achieve with analytic
tools like Google Analytics?

12. https://www.flickr.com/photos/trialsanderrors/

13. Brief history of Google Analytics

14. Brian Clifton

15. Brian Clifton

16. Brian Clifton

17. Brian Clifton

18. Analytics engine

19. What does it mean?

20. Implementation is not for a lightly
hearted

21. If it is easy and fast…

22. …you are doing something wrong.

24. Define measurement plan

25. Define measurement plan
Create implementation plan

26. Define measurement plan
Create implementation plan
Implement plan

27. Define measurement plan
Create implementation plan
Implement plan
Maintain and refine

28. If you want to read “minds” you
must measure properly

29. Once planned & implemented you
can collect data you really want!

30. How many of you track
demographics and interests of
people visiting your website?

36. • Affinity Categories identifies users in terms of lifestyle; These
categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase
interests.
• Other Categories provides the most specific, focused view of your
users. For example, while Affinity Categories includes the category
Foodies, Other Categories includes the category Recipes/Cuisines/East
Asian

37. • Affinity Categories identifies users in terms of lifestyle; These
categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase
interests.
• Other Categories provides the most specific, focused view of your
users. For example, while Affinity Categories includes the category
Foodies, Other Categories includes the category Recipes/Cuisines/East
Asian
Ever thought of your visitors in
this way?

39. Macedonia

40. Macedonia
Croatia

41. Macedonia
Croatia
Serbia

42. But wait…

43. You don’t need this. Right?

45. How you acquire people, how
they behave and what is
outcome ... is the
customer journey

46. Advertising
Lead(s)
Transactions
(Revenue)
Conversions
Telephone calls
Newsletter
Booked
(Reserved) item
Organic
Search
Paid
Search
Banners
Direct traffic
Newsletter
Web site
Aquision
Behaviour
(of visitors)
Outcomes
(Conversions)
Social
Networks
Journey
Audience

47. Tagging your website is not a goal
Delivering BUSINESS VALUE is!

48. Anomaly detection

55. Are you able to read someone’s
mind with data you receive from
analytics engine?

57. • Demographics

58. • Demographics
• Interests

59. • Demographics
• Interests
• Active theme of research

60. • Demographics
• Interests
• Active theme of research
• Detailed interest

61. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)

62. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app

63. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion

64. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel

65. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel
• Extra data attached to each
session (for data mining)

66. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel
• Extra data attached to each
session (for data mining)
• Anomaly detection

67. Analytics Engine (i.e. GA) is a
mare that must be tamed.

68. Analytics Engine (i.e. GA) is a
mare that must be tamed.Some fancy English words!

69. What is this?

73. No secret message… just view

76. Depending from the point of view,
information is different.

77. Once you master this, and check the
data you receive, and you’ll
become…

79. Some tests you can incorporate
in your future…

80. …to REALLY test measurement

81. MoR test

82. Money off Roof test

84. Compute the total cost of your Social Media program

85. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits

86. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,

87. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,

88. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,

89. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.

90. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills

91. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),

92. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof

93. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.

94. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?

95. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?
Avinash Kaushik

96. Read books
Read blogs
Participate
Share knowledge

97. “Read” minds!

98. Douglas W. Hubbard
How to Measure Anything:
Finding the Value of
Intangibles in Business
Avinash Kaushik http://kaushik.net
Simo Ahava http://simoahava.com
Brian Clifton http://brianclifton.com
@OptimiseOrDie - Craig Sullivan
@JulienCoquet - Julien Coquet
@philpearce - Phil Pearce
…and many others

99. Google Trainer
Partner & Co-owner
Huge Media / gaia consulting
Blogger