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(1)

GOOGLE ANALYTICS: YOUR

DIGITAL MARKETING HUB

Digital Marketing Boot Camp for

Arts Marketers

(2)

About Me

(3)
(4)

What

(5)

Setting the stage for maximizing marketing efforts

Marketer Essentials – 5 things you must use GA for

Geographic Analysis

Traffic Source Segmentation

User Experience discovery

Is your Homepage really home?

Conversion Analysis

Taking Action

Increasing traffic

Optimizing Conversions

Caleb’s Top Tips

Data quality checks

Accessing extra dimensions in GA

Best Reports in GA

(6)

Why

(7)
(8)
(9)

But do they really help

us?

(10)

Which half of 50% is better?

“Half the money I spend on

advertising is wasted; the

trouble is I don't know which

half.

(11)
(12)
(13)

Why

(14)

Common Web Analytics Issues

Data overload

Analysis paralysis

Trustworthy figures

Information Dissemination

(15)

Business-Oriented Analytics

Analytics is more than just “hits”, pageviews,

and visits – it’s about

customer insight

and

marketing optimization

Analytics should

connect the dots

between

web activity, marketing effectiveness, and

bottom-line performance

Analytics technologies are

tools

, they must be

(16)

The Problem with Web Analytics

Action

Wisdom

Knowledge

Information

Data

Tools

People

(17)

The Problem with Web Analytics

Action

Wisdom

Knowledge

Information

Data

Tools

People

Cost Center

What Budget?

(18)
(19)

Google Analytics Opportunity

The GA stack allows

more resources to

be dedicated to

value-drivers

(people)

Lower total cost of

ownership, greater

ROI

Tool

People

Tool

People

Tot

al Cos

t

Other Vendors

GA

$

$

$

(20)

The Keys to

Success with

(21)

Four Keys to Success with GA

1. Proper Planning

2. Informed Implementation

3. True Training

(22)

Planning Tips

(23)

Planning Tips

Start with your business goals,

not

metrics!

(24)

Business Goals

Supporting

Questions

Data to Answer

Questions

Report

Configuration &

Access

Data Analysis &

(25)

Implementing

What to do, and NOT do…

(26)
(27)
(28)

The Settings that Matter

There are over 55

documented

settings for the

tag

(29)

The Settings that Matter

There are over 55

documented

settings for the

tag

Top settings to consider:

Cookie Domain

setDomainName

Cookie Hashing

setAllowHash

Campaign Anchors

setAllowAnchor

(30)
(31)

This is Bad…

(32)

Caleb’s Implementation Tips

Plan your business requirements

Implement the GA tag correctly for your

website(s)

Consider domain names (sub-domains, 3

rd

party

domains)

Place the tag on

all

pages

Use the setAllowAnchor feature

You may want to take a course, read a book, or

(33)

Related Resources

Books

Performance Marketing with Google Analytics

(Whitmore, Tonkin, Cutroni):

http://goo.gl/nKwPI

Advanced Web Metrics (Clifton):

http://goo.gl/8f9ui

Google Analytics (Cutroni):

http://goo.gl/yXq6j

Web Analytics 2.0 (Kaushik):

http://goo.gl/94Bhu

Training

Online GA Conversion University:

http://goo.gl/gBVYg

Google Seminars for Success:

http://goo.gl/Cx87U

GAUGE Google Analytics User Conference (next one is

in NYC Oct 17 - 18):

http://goo.gl/nqDQI

(34)

Marketer

Essentials

(35)

Essential #1:

Goals

(36)
(37)

A “typical” Goal

(38)

Goals in GA

What is a “goal” in Google Analytics?

Pre-calculated metric

Can be any page or set of pages, event, or

threshold of time spent of pages viewed

(39)
(40)

Goal Essentials

Is there a better way to

do goals?

(41)

Goal Essentials

YES!

(42)

Goal Essentials

Goals with a

Framework

(43)

Goal Essentials

Benefits of a Goal Framework include

You’re no longer blind to what happens before the

“conversion”

See “funnel” view for Traffic Source reports

Use the “score” to weight total visit engagement

across all goals

(44)

Goal Essentials

Caleb’s Goal Framework for Success:

Set LOTS of goals – if it matters, make it a goal

Some goals are “engagement” focused, others are

“transactional” in nature

Use the “score” feature within Google Analytics to

“Weight” each goal

(45)
(46)

Recommended goals for Arts

Marketing sites

Core goals:

Calendar/Season

Production Details

Seat Selection (SYOS or Best

Avail.)

Booking Start/Shopping cart

Customer Info

Complete checkout

Engagement goals

2+ pages viewed

5+ pages viewed

Above Avg. Pages/Visit

30+ seconds

(47)
(48)

Related Resources on Goals

Caleb’s goal planning worksheet:

http://goo.gl/Ivcxm

Great blog post by Avinash Kaushik:

(49)

Essential #2:

Segmentation

(50)
(51)
(52)

GA is one BIG relational Database

Over 85 dimensions and 230 metrics in GA

That’s 19,550 1x1 combinations

But… you can segment by up to 7 dimensions

and 10 metrics at a time

(53)

6 Ways to Segment in GA

1. Standard report drilldowns

2. Report secondary & pivot dimensions

3. Custom report drilldowns

4. Advanced Segments

5. 3

rd

party tools

(54)

Standard Report, No Drilldown

(55)

Standard Report w/Drilldown

(56)
(57)
(58)
(59)

Secondary Dimension Segmentation

Shows Visits, Bounce Rates for each

Keyword – but how do landing pages

impact this?

(60)

Secondary Dimension Segmentation

Shows Visits, Bounce Rates for each

Keyword – but how do landing pages

impact this?

(61)
(62)
(63)
(64)

Pivot Segmentation

Oregon Bounce

rate is 32.45%

(65)

Pivot Segmentation

Organic Oregon

Bounce rate is

26.22%

(66)

Pivot Segmentation

CPC Oregon

Bounce rate is

37.88%

(67)

Pivot Segmentation

Arizona Organic

Bounce rate is

just 19.33%

(68)

Pivot Segmentation

Arizona Organic

Bounce rate is

just 19.33%

(69)

Where to Start

with

Segmentation

4 Easy Segmented Analysis Tasks You Can Do

(70)

Getting Started with Segmentation

Built-in reports:

Geographic analysis

Traffic source segmentation

User experience discovery

Time-based segmentation

Advanced Segments

Customize segmentation criteria

Dig deeper

(71)

Task #1

(72)
(73)

Segmentation Tip #1: Geography

Default graphic

weighted by Visits

(74)

Segmentation Tip #1: Geography

Change color

weighting to use

another metric

(75)

Geo Segment Example

Question:

What regions have higher conversion propensity

outside

the home region for Paid Search efforts?

Report:

Geo map report with Per Visit Goal Value in focus

Comparison view of Per Visit Goal Value metric

(76)

Geo Segment Example

Adv. Seg applied

Oregon Excluded

Map focus set to

Per Visit Value

View set to

Comparison

(77)

Additional Geo Segmentation Tips

Get creative with geo segments:

Segment by latitude/longitude using Data Export

API, i.e. Conversion rate for thermos purchases

above the 45

th

parallel

Segment by sales territory

(78)
(79)

DMA Segment Notes

This data is already in GA – just not regularly exposed

Expect it to go away at any point!

It’s not “official” so it could disappear without warning

Let’s all lobby our Google reps to get this permanent and

supported

This only works as a secondary dimension for US regions

Here’s the link (it will open to your default profile):

(80)

Task #2

Traffic Source Identification

(81)

Traffic Source Segmentation

Screenshot showing traffic source data

mediums report with +/- view

(82)

Segment Traffic Sources Against…

Goals

Transactions

Landing pages

Campaigns by

Geography

(83)

Just to be clear…

Google Analytics can track

any

kind of

marketing – not just Google AdWords

Email marketing

Microsoft AdCenter paid search

Display ads run anywhere

Social Media traffic

(84)

Tracking Your Marketing

What to know:

Email will show up as “direct” unless it is specifically

tagged

Banners & links will show up as “referring” not

“banner”

Offline campaigns can be tracked using vanity URL’s

and tracking codes

Paid search must be tagged, otherwise it gets mixed in

with organic search

(85)

GA’s Oder of Operations

1. Check of Campaign Tags

(utm_etc…)

2. Look for Referrer

Search Engine =

organic/search

engine/keyword

Referring Site = referring

domain / page

(86)

Medium – Source – Campaign

Direct

Referral

Organic Search

Paid Search

Add your own?

• Email

Medium: How they came

Source: Who we work with

to make that happen

Direct Source

• (none)

Referral Source

• site names

Search Engine

• Yahoo!, Google, etc.

Campaign:

Marketing activity

“Spring 2011”

(87)

So How Do You Do It: Campaign Links

YOU

control the link.

You tack some labels onto the end of the link.

When a visitor clicks the link and arrives at

your site, Google Analytics records those

labels.

There’s nothing to set up or configure in

Google Analytics, you just make the link.

(88)

Campaign Links: How They Work

In web addresses, the parts after a question park are

called “query parameters”. Sometimes your webserver

does something special with them.

www.example.com/page?id=1234

If your webserver doesn’t recognize the query

parameter, it ignores it. These addresses both go to the

same page:

www.example.com/page

(89)

Campaign Links: How They Work

So even better than making up labels, we can use

some labels that Google Analytics recognizes:

www.example.com/page?utm_medium=email

&utm_source=newsletter

&utm_campaign=spring-2010

These represent the medium, source, and

campaign.

(90)

Campaign Tracking Variables

Report

URL

Cookie

Source

utm_source

utmcsr

Where the visitor came from. Ex: Google, Yahoo, MSN

Campaign

utm_campaign

utmccn

Name of your campaign. Ex: Summer_Sale, EarlyPromo

Medium

utm_medium

utmcmd

Marketing method. Ex: CPC, Banner, Email

Keyword

utm_term

utmctr

Keyword that was searched for, both paid and unpaid. Ex: shirts,

water+bottles

(91)

Campaign Examples

Campaign

Medium

Source

spring-2011

email

newsletter

spring-2011

email

special-offer

spring-2011

banner

example.com

careers

banner

example.com

careers

partner

affilitatesite.com

careers

cpc

yahoo.com

• List a few campaign – source – medium combinations for your

(92)
(93)

A Better URL Builder

Excel-based

Automate

the process

Ensure

(94)

Task #3

User Experience Analysis

(95)

User Experience Discovery Segments

Does technology impact user experience?

YES!!

(96)

Safari User Experience Analysis

(97)

Internet Explorer Analysis

Bounce Rates for IE versions vary wildly

(98)

Other Technology Analysis

Analyze goal and experience factors

Conversion rates

Time on Site

Pages/Visit

Analyze other technical factors:

(99)

Screen Resolution Example

(100)

Task #4

Where’s the Front Door?

(101)

Entrance Point Analysis

Your website’s “front

door” is probably NOT

the main point of

(102)

Where Do People Enter?

Just 18% enter on

the homepage!

(103)

Where Do People Enter?

That’s a lot of

“other” doors!

(104)

Entrance Point Questions to Ask

How porous is your site?

Most traffic comes/goes from non-portal pages?

Portal pages make up the majority entrance/exit

points?

(105)

Entrance Point Impact on Key Metrics

Custom Report showing landing page key

metrics

(106)

Taking Action

The Point of it All

(107)

Two Ways to Win

How did this

bucket get so

(108)

Two Ways to Win

Get More Traffic:

1. Spend more money, hope

it works

2. Get more exposure

3. Lose more in the process

4. Get more in the end

5. Rinse, repeat, keep

spending

Get More

from

your Traffic:

1. Establish reliable

measurement

2. Segment your data

3. Identify problem points

4. Make improvements

5. Get more with less

(109)

My Top Tips

Lessons Learned the Hard Way

(110)

Tip #1: Data Quality Checks

Audit your site data for quality

Internal referrals?

Suspicious “direct” landing deep within your site?

Odd exit pages with high rates?

Use tools:

www.AnalyticsHealthCheck.com

www.analyticscheckup.com

(111)

Tip #2: There’s More Data!

Access extra dimensions in GA like DMA

Dimensionator tool:

http://goo.gl/65gbP

GARE Firefox Add-On:

http://goo.gl/TOl40

Special freebie: DMA in the New Version of

GA!

Report link:

http://goo.gl/fKn94

(once open go to

your desired profile)

(112)

Tip #3: Resources for More Data

It’s all about the APPS! See

http://www.google.com/analytics/apps/

Great tools:

Mashable Metrics (integrates GA with Tableau)

NextAnalytics for Excel

Excellent Analytics for Excel

(113)

Beyond GA

(114)
(115)
(116)

Google

(117)
(118)

Analytics

Engine

(119)
(120)
(121)
(122)
(123)

4Q

(124)
(125)
(126)
(127)
(128)
(129)

Last Words

1. Plan ahead

2. Ensure data quality

3. Set goals

4. Track campaigns

(130)

Thanks

Caleb Whitmore

@

analyticspros

References

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