Webinar: "Analytics are People"

Notes de l'éditeur

1. This webinar will give a broad overview of why it is important to understand and complete the entire process of optimization and how [meta]marketer can help. \n\nWe put a face to all the numbers, helping you engage your customer and optimize your profit. \n\nWe will discuss brief illustrations as to why it is necessary to know your audience, know your strategy, and know your measurements in order to know your financial future.\n
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5. -       Online marketing differs from other forms of marketing in the data that’s produced.\n
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10. -       Need for segmentation: Hard to make statements about a crowd. What's meaningful is what you can talk about in subsets.\n\n
11. -       But the only way you’re going to harness anything out of that is to think about them as people, and as sets of motivations you can group together\n-       However, the trick is if you group too many, they become blurry, pixelated, gray\n\n
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17. Basic one assuming GA minimal config and you’re getting some organic traffic\n\nFind keywords bringing traffic to your site\n\nGA\nTraffic Sources report\nExpand sources\nExpand Search\nOrganic\n\nthen used advanced filter to exclude biz name, brand terms, etc.\n\nlist you’ll see [slide]\n
18. will contain more obscure terms.\n\nmost sites find most organic search traffic via branded terms cause usually most distinct way of finding you\neliminate those and find lots of other stuff.\n\ninstapaper - blog post\n\nothers are relevant\n\n\nKO: champagne popsicles\n\n\n
19. branded searchers are certain person with certain motivation\n\npeople describing what you do with your language are a different kind of person\nare you getting that person?\n\nCan setup custom segments that include or exclude branded terms to look at how earlier stage, less aware folks behave on site.\n\n\n
20. \nIn GA look at top Landing Pages under content\nreport of the page where people start visit to your site.\n\nadd source is where people come from\ndirect -> type URL or bookmark\nsocial -> duh\nwebste -> link\n\n
21. Looking at this report for the [m] blog.\n\nsee where people are coming in and where from.\n\nkeep thought in mind another way to slice seperately\n
22. use built in segment to look at people who visit site very first time\nand that are coming back\n\n
23. Give report like this.\n\nfor this time period you can see [m] blog was getting more new traffic than return traffic.\n
24. \ndo some thinking/hypothesizing on what kind of traffic you’re getting to your blog.\ndoes it match up with what your goal is?\n\nAdv Segments you can create:\nBlog entrants (tricky depending on how your site is built)\ncampaign tagging\n
25. \nlittle more advanced, assumes you have search on your site and GA setup to collect it’s data\n\nGA content\nSite search\nPages\n
26. Shows list for selected time period of the pages where a search starts from\n\n\n
27. \nif people get to that page and aren’t seeing what they’re looking for, ask why\nused GA, might as yourself “what about usage report”\nshows % of visits with search\nthats fine, but makes it hard to think about the people and their experience\n\nwith this approach, ask “what are people expecting on this page and why aren’t they finding it?”\nMay be content, may be design, may be poor language\n\nBonus/entry\ngoogle is trying to put user on best possible page for their search term\nif they land on your site and immediately search, should check that out, esp for specific terms\ngive example\nalso create adv segment that includes visits with search and how people who search use the site - convert, etc.\n
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