Using Data to Drive Business Growth
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This document discusses how businesses can use data and analytics to drive growth. It introduces Google Analytics as a tool to gain insights from data. Businesses are encouraged to outline goals, ask questions about areas like reach, engagement and conversions, and then view different Analytics reports to find answers. These reports include real-time data, conversions, audience insights, and acquisition sources. The presentation provides examples and activities to help attendees start using data to inform business decisions.
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Using Data to Drive Business Growth
- 1. Using Data to Drive Business Growth google.com/grow
- 2. Meet Your Presenter Speaker, Grow with Google CEO, Bryan Caplan Marketing Host, Bigger Better Biz YouTube Channel Get even more tips and tricks at BryanCaplan.com/grow
- 3. Data makes your briefcase heavy...insights make you rich. – Niall Fitzgerald, Former Chairman of Unilever
- 4. 4 Grow with Google TO UNLOCK NEW OPPORTUNITIES, TRUE INSIGHTS MUST BE Novel Actionable Credible
- 5. 5 Grow with Google Meet Tracey and Dani.
- 6. 6 Grow with Google ● Experimented with a seasonal recipe, loved it, and immediately added it to the menu. ● Cut prices when sales were down. ● Assumed target audience was women, age 35-54. USING GUT INSTINCTS
- 7. 7 Grow with Google USING DATA Look at numbers to make business decisions rather than opinion or gut instinct. Data = facts or statistics to reference. Analytics = patterns and trends. Insights = actionable value.
- 8. 8 Grow with Google GET STARTED USING DATA STEP 1: OUTLINE GOALS What are you trying to achieve? STEP 2: ASK QUESTIONS What answers do you need? STEP 3: VIEW REPORTS How can you find the answers?
- 9. 9 Grow with Google Step 1: Outline goals
- 10. 10 Grow with Google WHAT MAKES A GOOD GOAL? Specific Relevant Measureable Time-sensitive Attainable
- 11. 11 Grow with Google Increase online orders by 30% in the next quarter. GOAL
- 12. 12 Grow with Google 1 2 Find the SMART goal template on your handout. Use the template to map out your ideas for each section in the SMART goal framework. 3 Consolidate your ideas into a single SMART goal at the bottom of your handout. Need Help? Raise your hand. ACTIVITY: MAP OUT A SMART GOAL
- 13. 13 Grow with Google Step 2: Ask questions
- 14. 14 Grow with Google DIFFERENT CATEGORIES OF QUESTIONS Reach Who is your audience? How do you reach them? Convert Do leads become customers? Engage Can they find answers? Sustain Are people turning into loyal customers?
- 15. 15 Grow with Google ● What are people searching for? ● Who is your audience? ● How do they find you online? REACH QUESTIONS Reach Engage Convert Sustain
- 16. 16 Grow with Google ● What do people do once they find you? ● Where do customers engage you online? ● How do people interact with you online? ENGAGE QUESTIONS Reach Engage Convert Sustain
- 17. 17 Grow with Google ● Which channels drive conversions? ● What calls-to-action drive conversions? ● Which channels have a higher ROI? CONVERT QUESTIONS Reach Engage Convert Sustain
- 18. 18 Grow with Google ● Do people continue to engage? Where? ● Do you respond? How quickly? ● Do you give people a reason to return? SUSTAIN QUESTIONS Reach Engage Convert Sustain
- 19. 19 Grow with Google Step 3: View Reports
- 20. 20 Grow with Google GOOGLE ANALYTICS google.com/Analytics
- 21. 21 Grow with Google Conversions Is the website successful? TYPES OF INSIGHTS Real Time What’s happening right now? Behavior What do people do on the site? Acquisition Where do they come from? Audience Who visits the website?
- 22. 22 Grow with Google REAL TIME: WHAT’S HAPPENING RIGHT NOW?
- 23. 23 Grow with Google CONVERSIONS: IS THE WEBSITE SUCCESSFUL?
- 24. 24 Grow with Google AUDIENCE: WHO VISITS THEIR WEBSITE?
- 25. 25 Grow with Google ACQUISITIONS: WHERE DO THEIR CUSTOMERS COME FROM?
- 26. 26 Grow with Google BEHAVIOR: WHAT DO PEOPLE DO ON THE SITE?
- 27. 27 Grow with Google 1 2 Go to g.co/grow/AnalyticsDemo Review activities shown on your workshop handout. 3 Complete all three activities by navigating your way through Audience, Acquisition, and Behavior reports. Need Help? Raise your hand. ACTIVITY: NAVIGATE REPORTS IN GOOGLE ANALYTICS
- 28. 28 Grow with Google Recap
- 29. 29 Grow with Google WHERE TO GO FROM HERE? Outline goals Choose tools Ask questions Measure results, take action
- 30. Questions? Speaker, Grow with Google CEO, Bryan Caplan Marketing Host, Bigger Better Biz YouTube Channel Get even more tips and tricks at BryanCaplan.com/grow