Web Analytics- Turn Data into Actionable Insights
•
1 like•574 views
Digital analytics has come a long way since Google Analytics hit the market in 2006. Without data and analytics, it's difficult to measure the effectiveness of your marketing campaigns or understand your potential customers browsing your website. That was at the core of my presentation at Reston Chamber of Commerce this week.
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Web Analytics- Turn Data into Actionable Insights
Similar to Web Analytics- Turn Data into Actionable Insights (20)
Recently uploaded
Recently uploaded (20)
Web Analytics- Turn Data into Actionable Insights
- 1. Web Analytics: Turn Data into Actionable Insights LNI Digital Marketing 1 Seong Bae
- 2. ABOUT THE PRESENTER LNI Digital Marketing 2 Seong Bae Web developer for 15+ years Studied computer science (2002) and marketing (2012) SAIC, Accenture, Booz Allen Hamilton, MarkLogic Managed digital marketing at $150m+ tech firm last 2.5y Owner & Principal at LNI Digital Marketing
- 3. LNI Digital Marketing 3 Services Digital strategy Web design & development Search Engine Optimization Content marketing Digital analytics
- 5. WEB ANALYTICS LNI Digital Marketing 5 • Check the health of your marketing effort • Identify popular content / landing pages • Identify broken pages/links & slow performing pages • Monitor search keywords • Great for budget planning • Two widely used: Google Analytics and Adobe Marketing Cloud
- 6. GOOGLE ANALYTICS LNI Digital Marketing 6 • Available since 2006 • Most popular web analytics solution • Track web, native iOS and Android apps • Easy to install • Integrated with AdWords • Free • A/B testing available through Google Optimize • Scalable
- 8. ANALYTICS BASICS LNI Digital Marketing 8 Session Pageview % New Session User Pages per Session Avg. Session Duration Conversion Bounce Rate
- 9. CONVERSION LNI Digital Marketing 9 • Your desired outcome • Track in Google Analytics as a “goal” • Key Performance Indicators (KPIs) • Conversion rate • Avg. Session duration • Pages Per Session • Bounce rate • Track conversion against dimensions • Goal is to maximize the conversion
- 10. REAL-WORLD EXAMPLE LNI Digital Marketing 10 • Business: wedding venue • Industry: Wedding • Hosts on average 20-30 weddings per year • Started in 2014 • What does analytics data tell us?
- 11. LNI Digital Marketing 11 INTERACTIVE PART
- 12. OUR FINDINGS LNI Digital Marketing 12 • Geographic focus • Fredericksburg, Culpeper, Arlington, Warrenton, Virginia Beach • Mobile marketing • Consider improving mobile experience • Mobile-first design • Google AMP (Accelerated Mobile Pages) • Focus on organic search
- 13. OUR FINDINGS LNI Digital Marketing 13 • Identified pages with high bounce rates • /gallery/emma-joe/ (95%) • /gallery/rae-john/ (91%) • /gallery/apphia/ (83%) • Browsers • Safari (8, 9, 10) • Chrome (44+) • IE (9+) • Firefox (43+) • Conversion rate: 2.9%
- 14. GOOGLE ANALYTICS TIPS LNI Digital Marketing 14 • It is not the ultimate tool • Always have questions first • Use the Custom Dashboard feature to save time • Automate the reports (404, slow pages, high converting pages) • A/B test landing pages/high performing pages against conversions
- 15. BASIC SETUP LNI Digital Marketing 15 +
- 16. ADVANCED SETUP LNI Digital Marketing 16 + Retargeting Affiliate tracking
- 17. SUMMARY LNI Digital Marketing 17 1. Install Google Analytics 2. Set up goals 3. Collect data 4. Analyze traffic 5. Make changes as necessary
- 18. LNI Digital Marketing 18 Questions?