Google Analytics is a great tool, but do you know how to get the data you need to make intelligent digital marketing decisions? In this presentation I delivered at the Triangle American Marketing Association 2013 Funnel Fuel conference in Raleigh, NC, I took a look at some of the newer reports available in Google Analytics and how they can be used to solve common digital marketing problems.

1. A Fresh Look at
Google Analytics
Google Analytics
Jon Parks
Dijital Farm
June 4, 2013

2. About Jon Parks
• Founder & Lead Dijital
Strategist with Dijital Farm
• Instructor for ASPE-ROI
• Twitter: @jonparks
• Google Plus: +Jon Parks
• about.me/jonparks
#triama

3. Look Familiar?

4. Let’s go on
a journey
a journey
#triama

5. Quick review:
basic Terminology
basic Terminology
•Visit
•Visitor
•UniqueVisitor
•Page View
•Conversion
•Source
#triama

6. What can Google analytics do?
• Measure traffic volume
• Evaluate traffic sources
• Measure conversions (goals)
• Provide us with data to help us determine next steps
• Make us “smart marketers”
#triama

7. Inside google
analytics
New Tools to FocusYour
Journey
#triama

8. Challenge #1:
#triama

9. Solution:
Social Network Reporting

10. Solution: Social Network Reporting#triama

11. Challenge #2:
WHICH
CHANNELS
PRODUCE
RESULTS?
#triama

12. Solution: Multi-channel conversion
visualizer
#triama

13. Solution:
Top Conversion Paths
Top Conversion Paths #triama

14. What’s
Happening in
Your campaign
Right now
CHALLENGE #3:
#triama

15. Solution:
Real-time Reporting
Real-time Reporting #triama

16. Challenge #4:
VISITORS
CAN’T FIND
WHAT THEY
ARE LOOKING
FOR
#triama

17. Solution:
Visitors Flow Report
Visitors Flow Report #triama

18. Challenge #5:
OVERWORKE
D DIGITAL
MARKETERS
#triama

19. Solution:
Intelligence events
Intelligence events #triama

20. 4 Things to do Today
1. Check your social
traffic. What networks
contribute? Where do
visitors share your content?
KeyTakeaway:
Use this information to
refocus your social media
efforts
#triama

21. 4 Things to do Today
2. Setup a conversion &
examine your
conversion paths. Which
path produces the best
results? Any surprises?
KeyTakeaway:
Use this data to refine which
channels you use & look for
opportunities to connect
paths
#triama

22. 4 Things to do Today
3. Post out to social
media (or activate
email/PPC campaign).
Watch the real-time report.
Where does your traffic
come from? What are they
reading/watching?
KeyTakeaway:
Use this info to make real-
time adjustments in your
campaign
#triama

23. 4 Things to do Today
4. Review visitor
navigation patterns.
How quickly do they find
key content? Do they seem
to get sidetracked/lost?
KeyTakeaway:
Use this information to adjust
navigation or create quick
links to key content
#triama

24. A Fresh Look at
Google Analytics
Google Analytics
Jon Parks
Dijital Farm
June 4, 2013