The document discusses web analytics and its role in digital marketing, focusing on actionable insights derived from data. It highlights the capabilities of tools like Google Analytics and the importance of tracking various performance metrics such as conversion rates and bounce rates. The presentation also provides a real-world example of a wedding venue, detailing strategies for improving mobile experience and content performance.

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

4. LNI Digital Marketing 4

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

7. LNI Digital Marketing 7

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?