1. Google Analytics:
Finding Answers to the Right Questions
Jessica Krywosa
Director of Web Communication
Suffolk University, Boston
9.13.10

2. What We're Covering...
● Web Analytics Strategy
● Key Google Analytics Tools
● Trends & Campaign Tracking
● Moving Forward

3. Web Analytics Strategy

4. Data Without Action Is Meaningless

5. Creating & Planning a Strategy
● What are we looking for?
● Trends to benchmark/monitor
● Email and Ad Campaigns
● Social Media Tracking
● What Will We Do

6. What are you Addressing
● Departmental Goals
● Reporting To Others
● University Strategy
● One Man/Woman Show

7. Which Analytic Measurements Matter
Trends Campaigns
● Geographic ● Email
● Organic Referrals ● SEM
● Mobile Traffic ● Social Media
● Engagement ● Conversions
● Navigation ● Navigation

8. 'Hits', 'Visits' & 'Traffic' Are
Meaningless

9. Choose Meaningful Goals
● Bounce & Exit Rates
● Time on Site + Number of Pages
● Referral Source + Time on Site
● Conversions Based on Campaign/Source
● Year Over Year/Month Over Month Trends

10. Strategic Goals Fulfill Your
Web Communication Needs

11. Report on The Strategy
● Monthly & Quarterly Trends/Campaigns
● More Frequent for Time Sensitive
● Know the Audience & Educate
● Short and Sweet, Automate, Share Access
● Make Actionable Recommendations

12. Google Analytics Tools

13. Beginning Google Analytics
● Dashboard
● Visitors
● Traffic Sources
● Content
● Date Range

14. Sample Dashboard

15. Visitors

16. Traffic Sources

17. Content

18. Date Range

19. Deeper Google Analytics
● Advanced Segments
● Goals
● Profiles & Filters
● Navigation Summary
● Automated Reports

20. Advanced Segments

21. Create Advanced Segments

22. Goals

23. Creating a 'Goal' in Google Analytics

24. Profiles & Filters

25. Navigation Summary

26. Automated Reports

27. Trends & Campaign Tracking

28. Campaign Tracking
● URL Builder
● Conversions
● Adjust Campaigns
● Test A/B

29. Trends
● Traffic Hot Spots
● Date Ranges
● Mobile Trends
● Segmentation Traffic
● Asset Management
● Social Media

30. Moving It Forward

31. Take Action
● Make Changes to Web Content/Navigation
● Change Email/SEM Campaigns
● Adjust Social Media
● Target What Works

32. Working Across Campus
● Educate, Educate, Educate
● Share Reports
● Discuss Campaigns, Work Together
● Be Aware of New Content/Navigation
● Monitor Trends

33. Thank You - Q & A
@jesskry
krywosa.com
doteduguru.com