taking_your_analytics_data_-shuman_ghosemajumder.ppt

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  • Also: AdSense Trending, 10 metrics. Start Video (2 minutes) http://go/gademos > “AdSense / Analytics Integration Demo: Reporting” 1:17-2:01 2:02-3:23
  • The ability to identify and analyse distinct user segment is a critical skill for any good marketer. Advanced Segmentation provides marketers with flexible methods to define arbitrary customer groups, and to compare them across all Analytics reports.
  • Google Analytics will allow the comparison across multiple segments. Visually juxtaposing different segments facilitates quick derivation of business specific insights.
  • Custom Reporting enables GA users to create tailor made reports with selected dimensions and metrics.
  • Trendalyzer integration brings advanced data exploration and visualization to the Google Analytics platform. In the example above, there are 5 dimensions plotted: x-axis : pages / visit y-axis : bounce rate bubble color : goal conversion rate bubble size : visits time slider : provides range selection from July 1 st – July 31 st Numerous insights can be derived from the Trendalyzer graph of Analytics data above Insights Google (cpc ) is a great referrer which has sent high quality traffic to our website Users from Stumbleupon have grown over the month period of analysis, and that they have been spending more time on the site (as in # pages / visit), but they have not converted well Blogger brings in a lot of traffic, but this traffic tends to be low quality Call to Actions As marketers for GoogleStore.com, we may need to reallocate more of our advertising budget to CPC campaigns from Google We need to investigate why users from StumbleUpon have become more engaged with our site but have not converted well.  Could it be that we don't have the right inventory to cater to these users? Blogger has sent us a lot of low quality traffic.  We may want to reallocate our advertising budget away from this referrer.
  • taking_your_analytics_data_-shuman_ghosemajumder.ppt

    1. 1. Taking Your Analytics Data Beyond the Page View Pubcon, November 2008 Shuman Ghosemajumder Business Product Manager for Trust & Safety
    2. 2. Key question: How do you define success for your site? <ul><li>Ad impressions? </li></ul><ul><li>Ad clicks / landing page views? </li></ul><ul><li>Likely conversions? </li></ul><ul><li>Real conversions? </li></ul><ul><li>Customer retention? </li></ul>
    3. 3. Data collection
    4. 4. Auto-tagging
    5. 5. Without auto-tagging 1. http://www.example.com/?page=googleadpage 2. http://www.example.com/?page=googleadpage 3. http://www.example.com/?page=googleadpage 4. http://www.example.com/?page=googleadpage 5. http://www.example.com/?page=googleadpage 6. http://www.example.com/?page=googleadpage 1. http://www.example.com/?page=googleadpage 2. http://www.example.com/?page=googleadpage 3. http://www.example.com/?page=googleadpage 4. http://www.example.com/?page=googleadpage 5. http://www.example.com/?page=googleadpage 6. http://www.example.com/?page=googleadpage Advertiser’s Log (A) 1 click + 5 page reloads Advertiser’s Log (B) 6 clicks <ul><li>All other signals (e.g. referrer URL) are also identical in the web logs </li></ul><ul><li>Thus, cannot distinguish between (A) and (B) </li></ul>
    6. 6. With auto-tagging, you can count accurately 1. http://www.example.com/?page=googleadpage?gclid=1 2. http://www.example.com/?page=googleadpage?gclid=2 3. http://www.example.com/?page=googleadpage?gclid=3 4. http://www.example.com/?page=googleadpage?gclid=4 5. http://www.example.com/?page=googleadpage?gclid=5 6. http://www.example.com/?page=googleadpage?gclid=6 1. http://www.example.com/?page=googleadpage?gclid=1 2. http://www.example.com/?page=googleadpage?gclid=1 3. http://www.example.com/?page=googleadpage?gclid=1 4. http://www.example.com/?page=googleadpage?gclid=1 5. http://www.example.com/?page=googleadpage?gclid=1 6. http://www.example.com/?page=googleadpage?gclid=1 Advertiser’s Log (A) 1 click + 5 page reloads Advertiser’s Log (B) 6 clicks <ul><li>Auto-tags allow advertisers and third parties to distinguish (A) from (B) and exclude fictitious clicks </li></ul>
    7. 7. Invalid Clicks reports
    8. 8. GA AdSense Reports How do my AdSense metrics vary over time? <ul><li>Top AdSense Content </li></ul><ul><li>Top AdSense Referrers </li></ul><ul><li>AdSense Trending </li></ul>Which content is making me money? Which referrer is sending traffic to view my AdSense content?
    9. 9. Track your feeds
    10. 10. Analysis
    11. 11. Advanced Segmentation : flexible grouping of customers
    12. 12. Advanced Segmentation : compare across segments
    13. 13. Custom Reporting : drag and drop user-defined reports
    14. 14. Trendalyzer Integration : multi-dimensional analyses Pages / Visit Bounce Rate Color: Goal Conversion Rate Size: Visits
    15. 15. Testing: Website Optimizer
    16. 16. Maintenance: Webmaster Tools
    17. 17. Key takeaways <ul><li>Validate data collection methods </li></ul><ul><li>Define conversions carefully </li></ul><ul><li>Use advanced analytics features to spot trends in data </li></ul><ul><li>Conduct experiments to get more data </li></ul>
    18. 18. Thank you!

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