Consumers' buying journeys are more fragmented than ever before. Multiple devices, mediums and options to research and purchase make standard analytics approaches less predictable and reliable than in the past. You need an Analytics Swiss Army Knife, a strategy that entails multiple analytics tools leveraged at the right time to produce better consumer insights than ever before. In this session you'll learn Presented at ClickZ Live New York on Tuesday April 1, 2014.

1. The Analytics
Swiss Army Knife
How to Mix and Match Tools to
Hone in on Consumer Intent
Josh Braaten
Director of Inbound Marketing
Collegis Education

2. a
Josh Braaten
• Director of Inbound
Marketing,
Collegis Education
• Vice President,
MnSearch.org
• Co-Founder,
Glass en Masse
• @JLBraaten
• Plus.Google.com/Josh
Braaten

3. Using a web analytics tool can feel like
hacking away at a bunch of data.
@JLBraaten

4. There’s a lot of good data to be
analyzed, but it’s also imperfect
in a lot of ways.
Some information simply
can’t be hacked.
@JLBraaten

5. In reality, a more versatile
toolset is required to
reveal the true
desires and intentions
of our consumers.
@JLBraaten

6. Let’s explore an analytics
Swiss Army Knife,
a utility that applies
the right tool at the right
time to hone in on
consumer insights
@JLBraaten

7. Use Case: Slice and dice visits
and conversions to see what
happens on your website
Methodology:
JavaScript-based
web analytics
@JLBraaten

8. a

9. Use Case: Pare down
to why people act the
way they do with
targeted questions.
Methodology: Website
pop-up survey
@JLBraaten

10. @JLBraaten

11. Qualaroo allows you to launch probing questions
on the most important pages you find through
segmenting your Google Analytics data
@JLBraaten

12. Measuring Net Promoter Score over time can give
you an overall key performance indicator (KPI) for
the quality of your website.
35%
45%
40%
55%
20%
25%
35%
25%
40%
30%
25%
20%
0%
20%
40%
60%
Q1 Q2 Q3 Q4
Website Net Promoter Score Over Time
Loyalists Passives Detractors
@JLBraaten

13. Qualaroo allows you to launch probing questions
on the most important pages you find through
segmenting your Google Analytics data.
@JLBraaten

14. Qualaroo allows you to create new metrics that
complement existing metrics from traditional web
analytics platforms.
@JLBraaten

15. Task completion rate is a superior KPI to time on
site, pages per visit, time on page and any other
proxy for engagement.
40%
90%
91% 94%
40%
42%
80% 82%
60% 61% 62% 63%
40%
80%
85% 88%
50% 55% 56% 54%
0%
25%
50%
75%
100%
Q1 Q2 Q3 Q4
Task Completion Rate Trending by Website Segment
Homepage Products Locations New Customers Service
@JLBraaten

16. Qualaroo gives you an opportunity to ask your
customers exactly how you can improve.
@JLBraaten

17. Use Case: Pry into the minds
of consumers on their
purchase journey
Methodology: Web-based
concept and usability tests
Bonus: Redeem gift code clickz2 for two free usability
test credits on your website. Thanks @UserTesting!
@JLBraaten

18. Tell users to search for your products like they
normally would to reveal research paths.
@JLBraaten

19. Find out where the consumer journey leads users to
see how you fit into the overall big picture.
@JLBraaten

20. Ask people to perform tasks on your website and
compare you to competitors to gain insights.
@JLBraaten

21. Don’t be afraid to throw ideas at real users in their
earliest stages. You’ll save time and win more.
@JLBraaten

22. Use Case: Tighten your
understanding of
anecdotal insights with
quantitative surveys
Methodology:
Widescale consumer
surveys administered
AdSense-style
@JLBraaten

23. Don’t be afraid to throw ideas at real users in their
earliest stages. You’ll save time and win more.
Google Consumer Surveys
@JLBraaten

24. Survey methodology is presented clearly and
intuitively in the dashboard.
Google Consumer Surveys
@JLBraaten

25. Google Consumer Surveys
@JLBraaten

26. Google Consumer Surveys
@JLBraaten

27. Google Consumer Surveys
@JLBraaten

28. Use Case: Uncap insights into
questions as you plan your
content experience.
Methodology: Email,
website or paid respondents
(SurveyMonkey Audience)
@JLBraaten

29. @JLBraaten

30. Collect survey responses via email, a link on a web
page, or through paid responses (Audience).
@JLBraaten

31. Conduct and share market research findings with
your consumers to aid content marketing efforts.
@JLBraaten

32. Unearth potential concerns and develop messaging
to break down barriers to conversion.
@JLBraaten

33. Use Case: Cut down to
the best content ideas
with controlled
experiments.
Methodology: A/B and
MVT split-testing
@JLBraaten

34. Test ideas head-to-head to prove out the best content
experiences. Never take a step backward again.
@JLBraaten

35. What fun is it to simply
hack away at web
analytics data by itself?
@JLBraaten

36. Apply the analytics Swiss
Army Knife concept to
your next web analytics
review session with the
people on your team.
@JLBraaten

37. You’ll be amazed at how
much you can increase
outcomes by using
multiple tools together
than by only using one
web analytics platform.
@JLBraaten

38. a
Thank
You!
• @JLBraaten
• Plus.Google.com/Josh
Braaten