"Using web analytics and goal conversions to show your contribution to the bottom line." Greg Jarboe presentation at Measurement Boot Camp May 12, 2020
Web analytics and goal conversions by Greg JarboeGreg Jarboe
Presentation by Greg Jarboe entitted, "Using web analytics and goal conversions to show your contribution to the bottom line," at the Measurement Base Camp on Feb. 2, 2021
Digital pr what every pr pro needs to know about seoGreg Jarboe
Presentation by Greg Jarboe, president and co-founder of SEO-PR, entitled, "Digital PR: What every PR Pro needs to know about SEO," which was delivered on December 11, 2020, at PR Asia 2020.
Greg Jarboe's presentation of "The future of SEO in the UAE lies in the 'messy middle' of the purchase journey" to the New Media Academy on December 16, 2020.
Web analytics and goal conversions by Greg JarboeGreg Jarboe
Presentation by Greg Jarboe entitted, "Using web analytics and goal conversions to show your contribution to the bottom line," at the Measurement Base Camp on Feb. 2, 2021
Digital pr what every pr pro needs to know about seoGreg Jarboe
Presentation by Greg Jarboe, president and co-founder of SEO-PR, entitled, "Digital PR: What every PR Pro needs to know about SEO," which was delivered on December 11, 2020, at PR Asia 2020.
Greg Jarboe's presentation of "The future of SEO in the UAE lies in the 'messy middle' of the purchase journey" to the New Media Academy on December 16, 2020.
How to become a you tube expert in less than 15 yearsGreg Jarboe
Greg Jarboe's presentation, "How to become a YouTube expert in less than 15 years (without too much trial and error)," to Ask Avi Arya University and Internet Moguls on March 25, 2021.
Taboola Partners - Launching your first campaign + Content that ConvertsTaboola
On Monday, March 20, 2017 Taboola led the second session of “All Things Taboola." Lena and Jon from the agency team went through the platform, Backstage, and took the audience through steps on how to launch their first campaign. They were joined by content specialist, Sean Surdovel, who explained exactly what creative, headline, image and landing page best practices to use to boost performance.
Part of an agency? Sign up for Taboola Partners at http://go.taboola.com/agency-program/
Start your campaign now! signup.taboola.com
Getting Your Content to Convert: Taboola's Content Marketing West Coast Works...Taboola
Taboola hit the West Coast from August 11th-13th 2015 conducting Content Marketing Workshops in three major cities: Seattle, San Francisco and LA. Speaker and Senior Content Strategist, Inbar Yagur, led an interactive session emphasizing the steps you need to take to create great content and a successful campaign.
Topics included how to build an effective content strategy, engage your audience, accomplish user action and more.
Turning Stories Into Dollars: How to Create a Content Marketing Machine that ...Taboola
On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.
Solving the Mobile Mystery: Tips for Achieving Your Content Goals on an Evolv...Taboola
Webinar led by Taboola's Senior Content Strategist, Inbar Yagur, on the challenges that come with promoting content on mobile, and a few tips and tricks to overcome them. She'll be sharing mobile best practices related to testing strategies, engagement and conversion.
Conventional wisdom says that social media is not appropriate for B-to-B marketing —conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies, are successfully applying social media tools to connect with customers, channel partners and suppliers.
In this seminar, you will learn about:
* Sophisticated applications, such as social networks and customer co-creation.
* B-to-B social media marketing, beyond blogs.
* What innovators are doing to effect results in the B-to-B space.
HubSpot + Taboola: Winning with Content from Creation to DistributionTaboola
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This is part 1 for the "All Things Taboola" series in which we'll cover everything you need to know about our discovery platform. Why this is the best thing for your agency and how to pitch it to your clients.
Join us and become an expert in a few steps. Speakers: Lena Chudasam, Sr. success manager at Taboola, Christophe Butlin CEO of Stringo media and Jonathan Riftin, Taboola Partners lead
Here are the slides from the talk I gave at the 'Realtime Marketing Lab' conference in Toronto on October 14th, 2015. The talk is about How to Growth Hack Your Marketing Plan.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurt...Taboola
On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.
25 YouTube Facts And Figures To Strengthen Your Marketing Strategy in 2021Propel Guru
Overlooking YouTube as part of your marketing strategy can cost you a lot more than you think. It may help you target new consumers, increase your brand value, and much more if used regularly as part of your marketing strategy.
In this slide, you will get to know some amazing facts about YouTube.
Here at ion, we believe the future is ours and in keeping with our values, we invite you to watch our 2018 trends webinar - “Top 2018 Trends and Predictions” recorded on January 24.
This hour-long session highlighted three critical trends in content marketing that you need to act on PLUS perspectives from our experts in customer engagement, product marketing, sales, and content strategy. Are you ready for 2018?
Using Web Analytics and Goal Conversions to show your contribution to the bot...Greg Jarboe
Greg Jarboe's presentation about "Using Web Analytics and Goal Conversions to Show your Contribution to the Bottom Line," which was delivered at Measurement Base Camp Spring on April 12, 2022.
How to become a you tube expert in less than 15 yearsGreg Jarboe
Greg Jarboe's presentation, "How to become a YouTube expert in less than 15 years (without too much trial and error)," to Ask Avi Arya University and Internet Moguls on March 25, 2021.
Taboola Partners - Launching your first campaign + Content that ConvertsTaboola
On Monday, March 20, 2017 Taboola led the second session of “All Things Taboola." Lena and Jon from the agency team went through the platform, Backstage, and took the audience through steps on how to launch their first campaign. They were joined by content specialist, Sean Surdovel, who explained exactly what creative, headline, image and landing page best practices to use to boost performance.
Part of an agency? Sign up for Taboola Partners at http://go.taboola.com/agency-program/
Start your campaign now! signup.taboola.com
Getting Your Content to Convert: Taboola's Content Marketing West Coast Works...Taboola
Taboola hit the West Coast from August 11th-13th 2015 conducting Content Marketing Workshops in three major cities: Seattle, San Francisco and LA. Speaker and Senior Content Strategist, Inbar Yagur, led an interactive session emphasizing the steps you need to take to create great content and a successful campaign.
Topics included how to build an effective content strategy, engage your audience, accomplish user action and more.
Turning Stories Into Dollars: How to Create a Content Marketing Machine that ...Taboola
On August 26, 2015, Ran Gishri (VP of Audience Development, Taboola) and Josh Johnson (VP, Influence & Co.) led a webinar discussion on the strategies for creating and distributing content that will drive sales and increase conversions for your business.
Solving the Mobile Mystery: Tips for Achieving Your Content Goals on an Evolv...Taboola
Webinar led by Taboola's Senior Content Strategist, Inbar Yagur, on the challenges that come with promoting content on mobile, and a few tips and tricks to overcome them. She'll be sharing mobile best practices related to testing strategies, engagement and conversion.
Conventional wisdom says that social media is not appropriate for B-to-B marketing —conventional wisdom is wrong. Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies, are successfully applying social media tools to connect with customers, channel partners and suppliers.
In this seminar, you will learn about:
* Sophisticated applications, such as social networks and customer co-creation.
* B-to-B social media marketing, beyond blogs.
* What innovators are doing to effect results in the B-to-B space.
HubSpot + Taboola: Winning with Content from Creation to DistributionTaboola
Two Taboola and HubSpot specialists teamed up to talk about how you can optimize your content for your goals, which channels are right for distribution, and took live questions from the audience.
This is part 1 for the "All Things Taboola" series in which we'll cover everything you need to know about our discovery platform. Why this is the best thing for your agency and how to pitch it to your clients.
Join us and become an expert in a few steps. Speakers: Lena Chudasam, Sr. success manager at Taboola, Christophe Butlin CEO of Stringo media and Jonathan Riftin, Taboola Partners lead
Here are the slides from the talk I gave at the 'Realtime Marketing Lab' conference in Toronto on October 14th, 2015. The talk is about How to Growth Hack Your Marketing Plan.
Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurt...Taboola
On Wednesday, January 20th 2016, Senior Content Strategist of Taboola, Inbar Yagur, and Senior Content Marketing Manager of Movable Ink, Laura Chau, presented a webinar session on email acquisition and lead nurturing with steps on how to engage your audience throughout the communications funnel.
25 YouTube Facts And Figures To Strengthen Your Marketing Strategy in 2021Propel Guru
Overlooking YouTube as part of your marketing strategy can cost you a lot more than you think. It may help you target new consumers, increase your brand value, and much more if used regularly as part of your marketing strategy.
In this slide, you will get to know some amazing facts about YouTube.
Here at ion, we believe the future is ours and in keeping with our values, we invite you to watch our 2018 trends webinar - “Top 2018 Trends and Predictions” recorded on January 24.
This hour-long session highlighted three critical trends in content marketing that you need to act on PLUS perspectives from our experts in customer engagement, product marketing, sales, and content strategy. Are you ready for 2018?
Using Web Analytics and Goal Conversions to show your contribution to the bot...Greg Jarboe
Greg Jarboe's presentation about "Using Web Analytics and Goal Conversions to Show your Contribution to the Bottom Line," which was delivered at Measurement Base Camp Spring on April 12, 2022.
Introduction about Quora, Google analytics and Google Ad WordsCode95
The presentation has an introduction about:
Benefits of Quora
Google Ad Words
How to set a successful campaign on Ad Words
Google Analytics
Google analytics approach
Google analytics setup & installation
The Google Analytics course is an in-depth training program designed to equip participants with the knowledge and skills necessary to effectively utilize Google Analytics to drive data-driven decision making and enhance online performance.
Whether you are a digital marketer, business owner, web analyst, or aspiring data professional, this course provides you with a comprehensive understanding of Google Analytics and its powerful capabilities.
Through a combination of expert-led instruction, hands-on exercises, and real-world case studies, you will delve into the intricacies of Google Analytics and learn how to leverage its features to gain valuable insights into website traffic, user behavior, conversions, and much more. The course takes you from the fundamentals to advanced topics, ensuring you develop a strong foundation while also exploring advanced techniques to extract actionable intelligence from your data.
Key Course Highlights:
Gain an overview of the Google Analytics platform, its key features, and its role in driving data-driven decision making.
Setting Up Google Analytics: Learn how to properly configure Google Analytics for your website or app, including account creation, property setup, and tracking code implementation.
Navigating the Google Analytics Interface: Familiarize yourself with the user-friendly interface and explore various reporting features, customization options, and data visualization tools.
Understanding Key Metrics and Reports: Dive deep into essential metrics and reports, such as audience demographics, traffic sources, behavior flow, conversion tracking, and e-commerce analytics.
Advanced Tracking Techniques: Explore advanced tracking techniques, including event tracking, custom dimensions, enhanced e-commerce tracking, and cross-domain tracking.
Analyzing and Interpreting Data: Develop the skills to analyze and interpret data effectively, enabling you to uncover meaningful insights and optimize your website's performance.
Creating Custom Reports and Dashboards: Learn how to create customized reports and dashboards tailored to your specific business needs, facilitating streamlined data analysis and reporting.
Google Analytics and Marketing Campaigns: Discover how to integrate Google Analytics with marketing campaigns, such as Google Ads, social media advertising, and email marketing, to measure campaign effectiveness and ROI.
Conversion Rate Optimization (CRO): Explore CRO techniques and methodologies, including A/B testing, multivariate testing, and user behavior analysis, to improve conversion rates and maximize website performance.
Google Tag Manager Integration: Understand the benefits of Google Tag Manager and learn how to integrate it with Google Analytics, simplifying tag deployment and tracking management.
Using GA 4 to show your contrabution to the bottom line - Measurement Base Ca...Greg Jarboe
Greg Jarboe's presentation, "Using Google Analytics 4 (GA4) to show your contribution to the bottom line," at Paine Publishing's Measurement Base Camp on May 16, 2023
Changing customer behaviors have dramatically changed the way brands need to measure success. Starting with an analytics frameworks is essential for measuring business ROI.
Vorian Agency - Google Analytics SeminarMatt Lynch
Matt Lynch, General Manager at Perth based digital marketing company Vorian Agency, a Google Partner and Bing Ads Professional, presents this training seminar on Google Analytics. Part of the popular 2-hour free business training series run by Matt at Vorian, these seminars offer an opportunity for businesses to find out the latest best-practices, along with helpful tips and advice. The Google Analytics seminar walks through the terminology, technology, and puts it into perspective with other similar programs in the market place.
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
A whitepaper from Elon Media Analytics Students. This paper describes some of the benefits of using Google Analytics to plan web content for small businesses.
5 KPIs to Track Your SEO Performance.pdfWhiteBunnie
A key performance indicator (KPI) is a metric that is used to track and measure your progress towards a certain objective. Business KPIs for SEO can vary by department and can be used to compare a company’s long-term performance to its own goals and industry benchmarks.
5 KPIs to Track Your SEO Performance.pdfWhiteBunnie
A key performance indicator (KPI) is a metric that is used to track and measure your progress towards a certain objective. Business KPIs for SEO can vary by department and can be used to compare a company’s long-term performance to its own goals and industry benchmarks.
Similar to Using Web Analytics and Goal Conversions to Show Your Contribution to the Bottom Line (20)
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
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Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
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Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Using Web Analytics and Goal Conversions to Show Your Contribution to the Bottom Line
1. Using web analytics and
goal conversions to
show your contribution
to the bottom line
Greg Jarboe
President and co-founder of SEO-PR
Measurement Base Camp 2020
May 12, 2020
1
2. Just as history is written by the victors, story of
web analytics is authored by the market leader
• After acquiring Urchin, Google launched
Google Analytics at Pubcon Las Vegas on
Nov. 14, 2005.
• I was there with a client, John Marshall,
the CEO of ClickTracks Analytics, which
cost $495, $1,195, or $3,495.
• We heard Google Analytics was “free.”
• Back then, the market for web analytics
software was very fragmented.
• Today, Google Analytics and Google
Analytics 360 have an 85% share of the
traffic analysis market.
Source: “ClickTracks Ships Version 6 of Its Web Analytics Software,” Oct. 13, 2005 2
3. Google Analytics measures both sessions (fka
visits) and users (fka visitors) on your website
• Session (fka Visit): The period of
time a user is active on your site or
app.
• By default, if a user is inactive for 30
minutes or more, any future activity
is attributed to a new session.
• User (fka Visitor): A person or,
more accurately, a unique browser.
• Visitor and user tend to be used
interchangeably when talking about
websites, but Google Analytics uses
“user” in the interface but also
“visitor” in the actual dimension.
Sources: Google Analytics Help, Glossary, and “The difference between Sessions and Users in Analytics” 3
4. Segments are subsets of your Google Analytics
data that help you to analyze sessions or users
• Segment: A subset of sessions or
users that share common attributes.
• Segmentation allows you to isolate
and analyze subsets of your data.
• For example, you might segment your
data by marketing channel so that you
can see which channel is responsible
for an increase in purchases.
• Drilling down to look at segments of
your data helps you understand what
caused a change to your aggregated
data.
Sources: Google Analytics Help, Glossary, and “The new Segment Builder” 4
5. Goals measure how often users complete
specific actions, which are called conversions
• Goal: A configuration setting that allows
you to track the valuable actions, or
conversions, that happen on your site or
mobile app.
• Goals allow you to measure how well
your site or app fulfills your target
objectives.
• You can set up individual Goals to track
discrete actions, like transactions with a
minimum purchase amount or the
amount of time spent on a screen.
• Each time a user completes a Goal, a
conversion is logged in your Google
Analytics account.
Sources: Google Analytics Help, Glossary, and “How to set up Goals in Analytics (7:32)” 5
6. Conversions are completed activities that are
important to the success of your organization
• Conversion: A completed activity,
online or offline, that is important to
the success of your organization.
• Examples include a completed sign-up
for your email newsletter (a Goal
conversion) and a purchase (a
transaction, sometimes called an
Ecommerce conversion).
• A conversion can be a macro
conversion or a micro conversion.
• A macro conversion is typically a
completed purchase transaction.
• In contrast, a micro conversion is a
completed activity, such as an email
signup, that indicates that the user is
moving towards a macro conversion.
Sources: Google Analytics Help, Glossary, and “Goals” 6
7. Identify effective methods to establish your
organization’s goals related to digital analytics
• “HiPPOs” rule the world.
• Highest Paid Person’s Opinion.
• So, sit down with Senior Management
and identify their hot buttons.
• What is their bonus based on?
• Generally, they focus on outcomes.
• Increase revenue.
• Trim costs.
• Improve customer satisfaction.
• Be an advocate of customer centricity.
• Bring your customer’s voice to the table.
Source: Avinash Kaushik, Occam’s Razor, “Seven Steps to Creating a Data Driven Decision Making Culture,” Oct. 23, 2006 7
8. Describe four common organizational goals
related to digital analytics found in templates
• Google Analytics has Goal templates
to help you set actionable goals for
standard organizational objectives.
• You can edit any template field.
• The 4 goal categories are: Revenue,
Acquisition, Inquiry and Engagement.
• Use them as an organization tool to think
about the purpose of your goals.
• Create at least one goal for each
category to understand of how users
interact with your content.
• These categories don’t affect any data.
Source: Google Analytics Help, Create, edit, and share goals 8
9. If you get Edit permission in Google Analytics,
let me show you how easy it is to create Goals
9
10. Assigning a goal value is optional, but it helps
you evaluate economic value of conversions
• When you set up a goal, you have the option of assigning a monetary amount to
the conversion.
• Each time the goal is completed by a user, this amount is recorded and then added together
and seen in your reports as the Goal Value.
• Every action a user takes can be translated into a dollar amount.
• One way to help determine what a goal value should be is to evaluate how often the users
who complete the goal become customers.
• For example, if your sales team can close 10% of people who sign up for a newsletter, and
your average transaction is $500, you might assign $50 (i.e. 10% of $500) to your newsletter
sign-up goal – a goal that users complete when they reach the final newsletter sign-up page.
• In contrast, if only 1% of signups result in a visit to your clinic, then you might only assign $5
to your newsletter sign-up goal.
• Although assigning a goal value is optional, it will help you to evaluate the
economic value of your micro as well as your macro conversions.
• If using a dollar amount as a goal value doesn't seem applicable to your site or app, just use a
consistent numeric scale to weight and compare your conversions.
Source: Google Analytics Help, About goals 10
11. Describe event tracking and how you can use it
to achieve the best possible reporting of goals
• Events are user interactions with
content that can be measured
independently from a web-page or
screen load.
• Downloads, link clicks, form
submissions, and video plays are all
examples of actions you might want to
analyze as Events.
• You need to add code to your site or
app in order to see data in your Events
reports.
• Setup tags with Google Tag Manager.
11
12. Tag Manager uses trigger configurations to fire
tags in response to Google Analytics events
• Google Tag Manager is a tag
management system (TMS) that
allows you to quickly and easily
update measurement codes and
related code fragments collectively
known as tags on your website or
mobile app.
• Once the small segment of Tag
Manager code has been added to
your project, you can safely and easily
deploy analytics and measurement
tag configurations from a web-based
user interface.
12Source: https://youtu.be/9A-i7EWXzjs
13. Google Campaign URL Builder tool allows you to
easily track Custom Campaigns in Google Analytics
• This tool allows you to easily add
campaign parameters to URLs so you
can track Custom Campaigns in
Google Analytics.
• Fill out the required fields (marked
with *) in the form, and once
complete the full campaign URL will
be generated for you.
• Convert the URL to a short link and
use it in any promotional channels you
want to be associated with this
custom campaign.
13Source: https://ga-dev-tools.appspot.com/campaign-url-builder/
14. Differentiate metrics and KPIs using a personal
story that Avinash tells in Web Analytics 2.0
• Avinash Kaushik tells the following story to differentiate metrics and KPIs:
• I told my wife, “Honey, I’ll be writing for the next couple of hours.”
• She said, “Go to bed; you need the rest.”
• I said, “Did you know that in the past 30 days there were 79,631 visitors who came to my
blog from 176 countries?”
• She said, “That’s great; go to bed.”
• Then I said, “You need to let me blog because in the past 30 days the blog created a total
economic value of $26,210.”
• Pause.
• Then she responded, “Work harder.”
• You don’t want metrics that measure marketing outputs.
• You need KPIs that measure business outcomes to give your wife, who doesn’t care if you are
world famous in Poland, a bottom-line reason to let you stay up late to do some blogging.
Source: Avinash Kaushik, Web Analytics 2.0, Oct. 26, 2009 14
15. Select KPIs that align to your business success for
your brand as well as your performance campaigns
• Last year, Google audited the analyses being shared with their leadership by
teams across marketing.
• They discovered that, collectively, they were reporting on 70 different metrics globally.
• How did they expect their CMO and VPs to make coherent decisions, to compare one
campaign or strategy to another, when their teams weren’t speaking the same language?
• So, they whittled down all those data points to just six metrics that matter.
• Why that number?
• Because they run 2 types of digital marketing campaigns: brand and performance.
• Across those campaigns, they care about 3 things: whether their campaigns are capturing
people’s attention, how people are behaving in response, and what the outcome is.
• So now, rather than drowning in metrics, Google has just one KPI for each of the six things
they’re interested in measuring.
Source: Avinash Kaushik, Think with Google, “Advertising metrics for your bottom-line,” May 2019 15
16. Google used Avinash’s Impact Matrix to classify
advertising metrics based on their business impact
• Google classifies the tsunami of
metrics using an impact matrix.
• The x-axis indicates when a metric
becomes useful.
• Impressions are useful in real time.
• Customer lifetime value takes months to
be useful.
• The y-axis indicates whether a metric
is tactical or strategic.
• Impressions are super tactical.
• Customer lifetime value, on the other
hand, is super strategic.
Source: Avinash Kaushik, Think with Google, “Advertising metrics for your bottom-line,” May 2019 16
17. Choose KPIs with your business objectives in mind
for your next brand-building marketing campaign
• So, if a marketer is running a brand
campaign, then Google awards the
Gold to tracking how often an ad was
audible and visible at completion
(AVOC , since they know from testing
that this is a better KPI of intent.
• Tracking Viewability gets the Silver
because it’s a good KPI of task
completion rate.
• And tracking on-target impressions
gets the Bronze because it’s an okay
KPI of Awareness.
Source: Avinash Kaushik, Think with Google, “Advertising metrics for your bottom-line,” May 2019 17
18. Choose KPIs with your business objectives in mind
for your next performance marketing campaign
• But, if a marketer is running a
performance campaign, then Google
awards the Gold to tracking their
competitive share because this is a
better KPI of lifetime value.
• Tracking click-through rate (CTR) gets
the Silver because it’s a good KPI of
gross profit in the short-term.
• And tracking the percentage of new
visits gets the Bronze because it’s an
okay KPI of low cost per acquisition,
which measures one-night stands.
Source: Avinash Kaushik, Think with Google, “Advertising metrics for your bottom-line,” May 2019 18
19. Align your analytical output with each leader’s
altitude vs a data dump of every metric available
• Google has divided 46 metrics from
their impact matrix based on who
needs to take action on them.
• Super tactical metrics in the bottom-
left side are automated as far as
possible.
• Metrics from the middle, which need
human contextual interpretation, are
delivered to managers and directors.
• Super strategic metrics in the top-right
section are the ones they share with
their VPs and CMO.
Source: Avinash Kaushik, Occam’s Razor, “The Impact Matrix | A Digital Analytics Strategic Framework,” July 24, 2018 19
20. How communications professionals can use brand
lift to do measurement right with a limited budget
• Ask your target audience up to 10
questions before your PR campaign.
• Unaided brand awareness: “When it
comes to <category>, what brands come
to mind?”
• Consideration: “How likely are you to
consider [brand] when making your next
<category> purchase?
• Purchase intent: “How likely are you to
purchase [brand]?”
• Favorability: How likely is it that you
would recommend <brand> to a friend or
colleague?
• Ask your target audience the same
questions after your PR campaign.
• We did this in 2019 for Rutgers University
and pre- and post-surveys cost <$2,000.
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21. More ineffective vs effective KPIs: ‘Time on Site’ is
the evil twin of the better angel ‘Task Completion’
• “Time on Site” can’t measure:
• Time spent on the site if a user only sees
one page.
• Time spent on the last page of the visit.
• A free “Task Completion” survey asks:
• Overall, how satisfied are you with this
website?
• What, if anything, do you find frustrating
or unappealing about this website?
• What is your main reason for visiting this
website today?
• Did you successfully complete your main
reason for visiting this website today?
Source: Avinash Kaushik, Occam’s Razor, “You Are What You Measure, So Choose Your KPIs (Incentives) Wisely!,” April 23, 2012
22. Metrics and KPIs tend to come in pairs: ‘Revenue’ is
the evil twin of the better angel ‘Economic Value’
• Ecommerce/lead gen websites have a
deep obsession with “Revenue.”
• Their “buy now” buttons make that clear.
• So, if 98% of visitors do not convert in
their first session, then their visits are
marked as failures!
• A better KPI is “Economic Value.”
• Economic Value is the sum of Revenue
plus the value created by all of the micro-
conversions on your website.
• So, when someone visits your site and
signs up to receive your email newsletter,
that is not a failure.
Source: Avinash Kaushik, Occam’s Razor, “You Are What You Measure, So Choose Your KPIs (Incentives) Wisely!,” April 23, 2012
23. Measure your Return On Marketing Investment
(OPEX), not your Return On Investment (CAPEX)
• [Incremental revenue attributable to
marketing ($) * contribution margin
(%) – marketing spending ($)] /
marketing spending ($) = ROMI.
• For example, if the Rutgers Business
School Executive Education (RBSEE)
program spent $2,323 on a mash-up of
influencers and PR and the program
delivered $29,970 in incremental revenue
in 90 days, and the contribution margin
was, say, 70%, then the ROMI was
($29,970 * 70% - $2,323 / $2,323), or 8.0.
• So, every $1 spent on influencers and PR
generated $8 of profit for RBSEE.
Source: Greg Jarboe, VidCon, “How an unexpected mash up of influencers and PR delivers ROMI to brands,” June 23, 2017
24. A very effective and persistent segmentation
strategy is often the missing key to success
• Absolutely nothing is more important in
digital analytics than segmentation.
• Different types of visitors come to your
website.
• And they all come with different
intentions, with different problems, and
with different personas.
• Yet most web analytics reporting and
analysis happens at an aggregate level.
• Avinash Kaushik says, “Insights arrive
faster with segmentation,” and he adds,
“All data in aggregate is crap.”
Sources: Avinash Kaushik, Web Analytics 2.0, Oct. 26, 2009, and Occam’s Razor, and
“Google Analytics Visitor Segmentation: Users, Sequences, Cohorts,” Sept. 9, 2013
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25. Define a digital analytics segment: It is a subset of
your entire set of website users, sessions, and hits
• A segment is a subset of your Google Analytics data.
• For example, one segment might be users from a particular country or city.
• Another segment might be users who purchase a particular line of products or who visit a
specific part of your site.
• Segments let you isolate and analyze those subsets of data so you can examine
and respond to the component trends in your business.
• For example, if you find that users from a particular geographic region are no longer
purchasing your online services, then you can see if a competitor is offering the same types
of online services at lower prices.
• You can also use segments as the basis for creating audiences.
• For example, you might create a segment of users who visit the family and visitor guides on
your site, and then target just those users (your audience) with a remarketing campaign
focused on sending flowers, gifts, or a greeting card.
Source: Google Analytics Help, About segments 25
26. List four default segments currently provided
in today’s more popular digital analytics tools
• A segment is made up of one or more
non-destructive filters that do not
alter the underlying data.
• Those filters isolate subsets of:
• Users: for example, users who have
previously purchased; users who added
items to their shopping carts, but didn’t
complete a purchase.
• Sessions: for example, all sessions
originating from Campaign A; all sessions
during which a purchase occurred.
• Hits: for example, all hits in which
revenue was greater than $10.
• Combination: You can also include
filters for users, sessions, and hits in
the same segment.
Source: Google Analytics Help, About segments 26
27. For example, Google Analytics currently provides
22 predefined system segments that you can use
• All users.
• Bounced sessions.
• Converters.
• Direct traffic.
• Made a purchase.
• Mobile and tablet traffic.
• Mobile traffic.
• Multi-session users.
• New users.
• Non-bounce sessions.
• Non-converters.
• Organic traffic.
• Paid traffic.
• Performed site search.
• Referral traffic.
• Returning users.
• Search traffic.
• Sessions with conversions.
• Sessions with transactions.
• Single session users.
• Tablet and desktop traffic.
• Tablet traffic.
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28. Did 10 press releases for Rutgers generate 1,139
visits and 77 leads, or 4,062 visits and 266 leads?
• Using Google’s Campaign URL Builder,
we tracked 1,139 visits and 77 leads
back to 10 press releases in Q3 2011.
• But, we also saw 1,459 incremental
visits and 102 incremental leads from
organic search quarter-over-quarter.
• And, we saw 928 incremental visits
and 60 incremental leads from direct
traffic quarter-over-quarter.
• Plus, we saw 536 incremental visits
and 27 incremental leads from
referrals quarter-over-quarter.
28Source: Linking Press Release Output to Outcomes
29. Build a segment of new users to your site during a
date range as the result of a specific campaign
• You can build segments to identify cohorts,
• For example, new users to your site during a specific date range who arrived as the result of a
specific campaign.
• Use filters like the following:
• Date of First Session: The date range of your campaign.
• Traffic Sources: Campaign exactly matches name of your campaign.
• With cohorts, you can follow the behavior of the same set of users over time.
• For example, you can create cohorts based on campaigns, and follow those users over a
period of weeks or months to see how quickly and to what extent those users converted.
• If there’s a regularity to the lift and drop off, then you can use that information to start your
new campaigns as the effects of the previous ones start to subside.
• You can also make direct comparisons of campaigns to see which of them are more effective
in terms of overall conversions and revenue.
Source: Google Analytics Help, Analyze data with segments 29
30. Learn how to incorporate Google Analytics
into your measurement program in 4.3 hours
• I’m an Online Marketing Certified
Professional (OMCP) certified trainer.
• To teach all 8 courses that are considered
core to the Online Marketing Certified
Associate (OMCA) exam takes a minimum
of 34.4 hours.
• The minimum didactic training time
for just the OMCA-Approved Digital
Analytics course is 4.3 hours.
• Although, the average didactic time is
currently 4.8 hours.
• So in 90 minutes, I was only able to cover
31-35% of what you really need to learn.
30