Audience Reporting: Using Google
Analytics to Make Real Marketing
Decisions

Christopher Miller
VP Client Services and Bus...
An Analytics Deep Dive In 20
Minutes. Get Ready.

@tophmiller2
You Know About the
Audience Reports, Right?

@tophmiller2
Google Analytics Audience
Reports
Age: User by Age
Gender: User by Gender
Affinity: User’s Lifestyle
Other Categories: Con...
How Do I Access This
Information?

@tophmiller2
Through a Simple Code Change
Old Google Asynchronous Code
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push...
ga.src =
New Google Asynchronous Code – Enable Display Advertiser
Support
<script type="text/javascript">

var _gaq = _gaq...
Where Is This Data Coming
From?

@tophmiller2
COOKIES!!

@tophmiller2
But Is It Accurate?
Find Out About Yourself: https://www.google.com/settings/ads
But first, let’s talk about me:
Male, 25-...
Back to Analytics

@tophmiller2
Male vs.
Female

Client’s audience is almost split
down the middle

Age Group
A hip, boutique hotel, as expected,
attracts...
Bookings by Age
Age does not correlate to bookings
(Note: Male – Female bookings split almost down the middle)

Age
25-34
...
Who Are They?
News Junkies are booking
more than TV Lovers
Music Lovers, Travel Buffs
and Technophiles are level on
bookin...
What Are Their Content Interests?
The Arts and Entertainment
category carries the highest
bookings
Travelers come in a dis...
Advanced Segments to the Rescue
Creating Affinity Segments will allow for deep analysis of the data

@tophmiller2
How Are They Finding Us?
Music Loving Females 25 - 34, Saving PPC Budgets Since 2013

@tophmiller2
How About Another Advanced
Segment? Further with Technology, Behavior, Visit Dates,
Take Your Segments
Traffic Sources and...
How Are They Finding Us?
News Reading Females 45 - 54, Keeping the eBlast Dream Alive

@tophmiller2
What Decisions Have We Made?
Based on the Data, We’re Changing How We Present Ourselves
o Now we have a better understandi...
Results
In addition to changing how we approach event planning, we are
changing how we market ourselves
o Though launched ...
Let’s Chat.
Christopher Miller
VP Client Services & Business
Development
Chris.Miller@StandingDog.com
@tophmiller2
#DDSum1...
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Dallas Digital Summit - Analytics Deep Dive. Audience Reporting: Using Google Analytics to Make Real Marketing Decisions

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Discover how to implement, use and make decisions with the new Google Analytics demographic and affinity reporting.

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Dallas Digital Summit - Analytics Deep Dive. Audience Reporting: Using Google Analytics to Make Real Marketing Decisions

  1. 1. Audience Reporting: Using Google Analytics to Make Real Marketing Decisions Christopher Miller VP Client Services and Business Development @tophmiller2 #DDSum13
  2. 2. An Analytics Deep Dive In 20 Minutes. Get Ready. @tophmiller2
  3. 3. You Know About the Audience Reports, Right? @tophmiller2
  4. 4. Google Analytics Audience Reports Age: User by Age Gender: User by Gender Affinity: User’s Lifestyle Other Categories: Content Users Consume In-Market Segments: Products Users are Ready to Buy @tophmiller2
  5. 5. How Do I Access This Information? @tophmiller2
  6. 6. Through a Simple Code Change Old Google Asynchronous Code <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-1']); _gaq.push(['_setDomainName', ‘.heylookatyou.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> @tophmiller2
  7. 7. ga.src = New Google Asynchronous Code – Enable Display Advertiser Support <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-1']); _gaq.push(['_setDomainName', ‘.heylookatyou.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> @tophmiller2
  8. 8. Where Is This Data Coming From? @tophmiller2
  9. 9. COOKIES!! @tophmiller2
  10. 10. But Is It Accurate? Find Out About Yourself: https://www.google.com/settings/ads But first, let’s talk about me: Male, 25-34 Affinity Highlights: Adventure Games American Football Babies and Toddlers Beauty Pageants Bollywood Candy and Sweets Fitness Internet Superheroes Category Highlights: Advertising and Marketing Arts & Entertainment Computers Internet Software Social Networking Travel Urban & Hop-Hip Pretty Dang Accurate, Google @tophmiller2
  11. 11. Back to Analytics @tophmiller2
  12. 12. Male vs. Female Client’s audience is almost split down the middle Age Group A hip, boutique hotel, as expected, attracts the 25-34 age group, but there’s a surprising drop on 35-44 and lift for 45-64 @tophmiller2
  13. 13. Bookings by Age Age does not correlate to bookings (Note: Male – Female bookings split almost down the middle) Age 25-34 45-54 55-64 35-44 18-24 65+ Visits 1,639 943 876 723 435 186 Transactions 32 10 14 26 6 4 $ $ $ $ $ $ Revenue 20,287.29 5,263.62 7,928.19 12,702.74 2,412.72 2,290.91 @tophmiller2
  14. 14. Who Are They? News Junkies are booking more than TV Lovers Music Lovers, Travel Buffs and Technophiles are level on bookings Movie Lovers, Cooking Enthusiasts and Sports Fans are level on bookings @tophmiller2
  15. 15. What Are Their Content Interests? The Arts and Entertainment category carries the highest bookings Travelers come in a distance second The Business category came in third @tophmiller2
  16. 16. Advanced Segments to the Rescue Creating Affinity Segments will allow for deep analysis of the data @tophmiller2
  17. 17. How Are They Finding Us? Music Loving Females 25 - 34, Saving PPC Budgets Since 2013 @tophmiller2
  18. 18. How About Another Advanced Segment? Further with Technology, Behavior, Visit Dates, Take Your Segments Traffic Sources and E-Commerce @tophmiller2
  19. 19. How Are They Finding Us? News Reading Females 45 - 54, Keeping the eBlast Dream Alive @tophmiller2
  20. 20. What Decisions Have We Made? Based on the Data, We’re Changing How We Present Ourselves o Now we have a better understanding that: - 25-34 females mostly convert in organic - 25-34 males convert higher in paid search - 45-54 females are mainly converting from email o We are tailoring our content and marketing voice to specifically reach these demographics o They now see the importance of blogging to reach their core audience o We are now layering in more targeted events to reach our audience event - Introducing a special rate for people who book a room along with an centered on a notable newsmaker @tophmiller2
  21. 21. Results In addition to changing how we approach event planning, we are changing how we market ourselves o Though launched only a handful of days ago, the event has converted into 11 bookings, with 6 coming from the targeted demographic o Email marketing, now being written to target females age 45-54, has increased bookings by 18% YoY and revenue 21% YoY - eBlasts now have retargeting pixels with specifically targeted ads to mirror the email messaging Still Early, Yet Still Awesome @tophmiller2
  22. 22. Let’s Chat. Christopher Miller VP Client Services & Business Development Chris.Miller@StandingDog.com @tophmiller2 #DDSum13

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