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Web analytics for sane people
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Ian Lurie
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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 ANALYTICS FOR 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 wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on 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 weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease
4.
WTH is analytics,
anyway?
5.
6.
look! at! how!
cool! I! am!
7.
look! at! how!
cool! I! am!
8.
Analytics connects action
to value
9.
Analytics provides next
steps
10.
GOALS
11.
A goal is
a desired action
12.
13.
14.
15.
16.
17.
Completed goal =
Conversion
18.
For every person
who [converts], I get [value].
19.
For every person
who buys a book, I get $9.
20.
For every person
who views my latest article, I get $3.
21.
For every person
who follows me on Facebook, I get $.41.
22.
FIND 5 GOALS.
ATTACH VALUES.
23.
GOOGLE ANALYTICS
24.
SETTING UP
25.
26.
27.
28.
29.
COPY
30.
31.
32.
PASTE
33.
OR…
34.
WHAT TO TRACK
35.
QUANTITY QUALITY CONTEXT VALUE
36.
QUANTITY
HOW MANY?
37.
QUANTITY
HOW MANY? VISITS PEOPLE PAGEVIEWS
38.
39.
QUANTITY
40.
QUANTITY VISIT 1
PERSON 1 TIME
41.
QUANTITY VISITORS
UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
42.
QUANTITY PAGEVIEW =
1 PAGE LOADED
43.
44.
QUALITY
45.
QUALITY
46.
QUALITY
47.
48.
QUALITY
49.
50.
QUALITY
OMG WHAT THE HELL'S GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
51.
oh. heh. never
mind.
52.
CONTEXT
WHAT’S GOING ON?
53.
CONTEXT
WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
54.
CONTEXT
55.
CONTEXT
QUALITY CONTEXT
56.
CONTEXT
MEDIUM WHAT KIND SOURCE WHERE
57.
CONTEXT
58.
CONTEXT
59.
CONTEXT
60.
CONTEXT
61.
CONTEXT 50%
OF ALL SEARCHES
62.
CONTEXT
FUUUUUUUUUUUUUUUU…
63.
CONTEXT
64.
CONTEXT MEH.
65.
CONTEXT
66.
CONTEXT
QUANTITY QUALITY
67.
VALUE
WHAT’S IT WORTH TO YA?
68.
VALUE
YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
69.
VALUE
YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
70.
VALUE
BASIC GOAL AN E-MAIL SIGNUP
71.
VALUE
72.
VALUE
GOAL PAGE URL
73.
VALUE
74.
VALUE
75.
VALUE GOAL PAGE
URL NOT OPTIONAL!
76.
VALUE For every
person who [converts], I get [value].
77.
VALUE
78.
WEBMASTER TOOLS
79.
TO USE, OR
NOT TO USE?
80.
81.
82.
83.
84.
AN EXAMPLE
85.
i don't think
this writing stuff has any value.
86.
this has too
many words.
87.
88.
89.
90.
91.
92.
93.
94.
91000 x $24 =
$2,184,000
95.
96.
97.
98.
99.
100.
101.
ANOTHER EXAMPLE
102.
FINDING OPPORTUNITY GAPS
103.
104.
Nice average position
105.
Decent CTR
106.
And some clicks
107.
Good!!!
108.
Bad!!!!
109.
Query
Content + Bounce rate Intent
110.
111.
Generalities
112.
Smart-assery
113.
Fail
114.
Conclusion: Get specific.
Write a real proposal template.
115.
116.
117.
METRICS TO IGNORE
118.
HITS
119.
175 HITS
120.
186 HITS
121.
50 HITS
122.
COMPARISONS
123.
Our competitor’s site
takes 25 seconds to load. What’s the problem?
124.
THE WRAPUP
125.
Analytics connects action
to value
126.
Analytics provides next
steps
127.
1. Determine goals. 2.
Get set up. 3. Track quantity, quality, conversions and value. 4. Don’t worry about hits or the other guy.
128.
portent.co/saneanalytics
(Yes, use .co, not .com)
129.
Me:
@portentint plus.google.com/+IanLurie
130.
c'mon by! US: portent.com
Editor's Notes
Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
A caution – always be aware…
…of quanties. Remember how I said they’re building blocks?
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