The document outlines Linda M. Watson's professional background and her expertise in web analytics, including her roles in IT, marketing, and communications over 13 years at Rollins College. It emphasizes the importance of measuring website performance through Google Analytics, discussing various metrics, reporting types, and strategies for tracking visitor engagement and conversions. The key takeaway stresses that improvement relies on measurement and suggests creating informative reports and plans to optimize web analytics effectively.

1. About Me!
•I.T. (6 years)
•Instructional Technologist (software/portal trainer)
•Promoted to Webmaster (maintained the Rollins website)
•Marketing & Communications (7 years)
•Web Technology Manager, Webmaster
•Cascade site maintenance/enhancements/training
•Google Analytics-accounts/tagging/reporting
•MBA: Aurora University
•PCM: Professional Certified Marketer (American Marketing Assoc.)
Rollins College-13 years

2. Linda M. Watson, MBA PCM
We've Got Google Analytics
(And I Have a Treadmill in my Basement)

3. Linda M. Watson, MBA PCM
You Can't Improve
What You Don't Measure

4. Who owns web analytics?
Marketing side or “the what & why”
What Rollins tracks/measures
Reporting and types of reports
Technical Side or “the how”
Accounts/Profiles
Dashboards
Weekly/Monthly/Quarterly/Yearly reports
Segmentation
Going Forward
Analytics is ½ Marketing & ½ Technical

5. Reports
All Traffic – External Visits – Internal Visits

6. What Rollins Tracks
We built it! Did they come?

7. Measuring Year/Year Visits

8. Keeping track of what
happened when
Annotations

9. External vs. Internal
Who Came and what are they looking for?

10. Trend Tracking
The Trend is our Friend

11. Tracking Conversions
or measuring success

12. Link Tracking
onclick event tracking code
onclick="_gaq.push(['_trackEvent', 'Athletics', 'Click', 'RollinsIndexRightNav']);

13. In-Page Analytics
For those who do not event track links

14. Who gets a link on the
Home Page?

15. Site Redesign

16. What is missing?
Or what are users looking for and can’t find?

17. Moving departments to a
new site
•Top/lowest viewed pages
•Who is their Audience
•Traffic Sources
•Site Search
•Referral Links
•Recommendations
•Review the plan
We meet with each department before they can
move to a new site…..
.

18. The technical stuff……
•Google Analytic Tracking Code
•Profiles in Google Analytics
•Dashboards
•Reports
The how
.

19. Code
Two Google Analytics accounts

20. All Traffic

21. External/Internal

22. Department
Dashboard/Report

23. Dashboard Widget

24. No Department Profile?
Use Segmentation….
Segmentation
Profile Filter

25. Keep it Simple Reports
If your boss (or the president) hasn’t started to ask for web
analytics reports at your university, college or school…….
Get ready: it may happen sooner than you think.

26. Going Forward
Focus Your Visitor Flow Report
To determine the complexity of our website to the average user.
Do My Visitors Actually Read Stuff On My Site?
Track Visitor Engagement
Continue to tag links
Look into Webmaster Tools
Create informative reports for BOT/upper
management

27. In Conclusion….
IT takes work….

28. You Can't Improve
What You Don't Measure
•Create annotations to mark major events for future
reference
•Add Dashboards and email reports
•Enable site search tracking
•Add event tracking for important links
•Create a plan to measure conversions/results
5 takeaways to improve your Google Analytics setup

29. Lmwatson@rollins.edu
Poll Data:
https://rollinscollege.wufoo.com/
reports/2014-cascade/