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Web analytics for sane people

An 'intro to web analytics' for beginners, plus a walkthrough on researching goals, etc..

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Web analytics for sane people

  1. WEB ANALYTICSFOR SANE PEOPLE Ian Lurie @portentint ian@portent.com
  2. portent.co/saneanalytics (Yes, use .co, not .com)
  3. ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weaseweasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualifycau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  weasel  weasel  hem  haw  qualify  cau2on  pick  nits  dodge  ahem  equivocate  wease
  4. WTH is analytics, anyway?
  5. look! at! how! cool! I! am!
  6. look! at! how! cool! I! am!
  7. Analytics connects action to value
  8. Analytics provides next steps
  9. GOALS
  10. A goal is a desired action
  11. Completed goal = Conversion
  12. For every person who [converts],I get [value].
  13. For every person who buys a book,I get $9.
  14. For every person who views mylatest article, I get $3.
  15. For every person who follows meon Facebook, I get $.41.
  16. FIND 5 GOALS. ATTACH VALUES.
  17. GOOGLE ANALYTICS
  18. SETTING UP
  19. COPY
  20. PASTE
  21. OR…
  22. WHAT TO TRACK
  23. QUANTITYQUALITYCONTEXTVALUE
  24. QUANTITY HOW MANY?
  25. QUANTITY HOW MANY? VISITS PEOPLE PAGEVIEWS
  26. QUANTITY
  27. QUANTITY VISIT 1 PERSON 1 TIME
  28. QUANTITY VISITORS UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
  29. QUANTITY PAGEVIEW = 1 PAGE LOADED
  30. QUALITY
  31. QUALITY
  32. QUALITY
  33. QUALITY
  34. QUALITY OMG WHAT THE HELLS GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
  35. oh. heh. never mind.
  36. CONTEXT WHAT’S GOING ON?
  37. CONTEXT WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
  38. CONTEXT
  39. CONTEXT QUALITYCONTEXT
  40. CONTEXT MEDIUM WHAT KIND SOURCE WHERE
  41. CONTEXT
  42. CONTEXT
  43. CONTEXT
  44. CONTEXT
  45. CONTEXT 50% OF ALL SEARCHES
  46. CONTEXT FUUUUUUUUUUUUUUUU…
  47. CONTEXT
  48. CONTEXTMEH.
  49. CONTEXT
  50. CONTEXT QUANTITY QUALITY
  51. VALUE WHAT’S IT WORTH TO YA?
  52. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
  53. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
  54. VALUE BASIC GOAL AN E-MAIL SIGNUP
  55. VALUE
  56. VALUE GOAL PAGE URL
  57. VALUE
  58. VALUE
  59. VALUE GOAL PAGE URL NOT OPTIONAL!
  60. VALUE For every person who [converts], I get [value].
  61. VALUE
  62. WEBMASTER TOOLS
  63. TO USE, OR NOT TO USE?
  64. AN EXAMPLE
  65. i dont think this writing stuff has any value.
  66. this has too many words.
  67. 91000 x $24= $2,184,000
  68. ANOTHER EXAMPLE
  69. FINDING OPPORTUNITY GAPS
  70. Nice average position
  71. Decent CTR
  72. And some clicks
  73. Good!!!
  74. Bad!!!!
  75. Query Content+ Bounce rate Intent
  76. Generalities
  77. Smart-assery
  78. Fail
  79. Conclusion: Get specific. Write areal proposal template.
  80. METRICS TO IGNORE
  81. HITS
  82. 175 HITS
  83. 186 HITS
  84. 50 HITS
  85. COMPARISONS
  86. Our competitor’s site takes 25seconds to load.What’s the problem?
  87. THE WRAPUP
  88. Analytics connects action to value
  89. Analytics provides next steps
  90. 1.  Determine goals.2.  Get set up.3.  Track quantity, quality, conversions and value.4.  Don’t worry about hits or the other guy.
  91. portent.co/saneanalytics (Yes, use .co, not .com)
  92. Me: @portentintplus.google.com/+IanLurie
  93. cmon by!US:portent.com

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