Putting data insights into practice presented in Akceleracne skolenie 2016

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Acting on Data Insights
Akceleračné školenie I., 23. 2. 2016 Bratislava
Pavel Jašek
(@paveljasek, Google Czech Republic)
Peter Jakuš, Pavol Adamčák, Marián Zeleniak
(@peterjakus, @PavolAdamcak, @marianzeleniak, ui42)

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Web
Data
Campaign
Customer
Market
Product
Analytics

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There are many definitions and approaches to web
analytics.
Find your proper way of using these tools, techniques,
reports and analyses for your project.

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1. Understanding what works
2. Improving areas that don’t work
3. Prioritizing engaging content
4. Calculating the value
5. Improving business results
6. Justify decisions and investments
Why do you measure your web?

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Many areas to use data efficiently
Usability and User Experience
Persuadability, Conversion Rate Optimization
Content
Marketing campaigns
Products

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The way from data to money
Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/

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Various approaches to use Google Analytics
Reporting the results and evaluating goals and targets
Better focus of our activities
Finding above-the-average results (or below)
Tracking changes

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Data analysis tells you WHAT and HOW something
happened. Interpretation is up to you.
Research and testing tells you WHY that happens.

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Questions in Web Analytics
Who visits the website?
How do they behave on the website?
Where do people come from?
Does to web work OK for our users?

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How many sessions do you get per day?
Is the traffic from new users or your loyal ones?
What demography and interest categories do your customers fit in?
What device are your users using?
Who visits the website?

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What is the first action they perform?
Are they landing on pages deep in the structure?
What is the most visited category?
Are they using all interactions on product details?
How many times they visit the website after a registration?
Is there an issue with site navigation?
Do they visit different pages from mobile and desktop?
What are they searching for in an internal search tool?
How do the users behave on your website?

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Questions on marketing campaigns
How many session came from marketing campaigns?
How did they behave after arriving on the website?
How many converted? What was the revenue from paid campaigns?
Which campaigns assisted in conversions?
What sources bring the most valuable customers?
Which creatives support goal fulfilment the best?
How long does it take for your users to convert?
Which landing pages could perform better?

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Technical questions
Is the web fast enough?
What pages are too slow for the user? For the browser?
Should the website be optimized for Internet Explorer 6? 7? 8?
What errors are shown to your users? Does that matter?
What internal search terms lead to poor results?

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Workshop

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Check the data quality of your
transactions and revenues in
Google Analytics.

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Data Quality
1. Check overall number of transactions against your e-commerce platform
2. Compare unique number of transactions

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Compare conversion rates among
Slovakia regions.

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Use Location report
1) Secondary dimension: Region; 2) Comparison view on table

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What demography and interest
categories do your customers fit
in?

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Demographics and Interests reports
If you don’t see any data, follow these instructions.

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Compare landing pages with the
worst bounce rate and discover
their traffic sources.

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Landing Pages report
1) Sort by Bounce rate; 2) Use Weighted sort

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How many of your visits &
transactions come from mobile?
Has the ratio changed year over
year?

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Mobile Overview report
Use keyboard shortcut: “dm dx” to compare last month year over year

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Take orders with above average
AOV. What traffic sources do they
come from?

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Comparing Advanced segments and traffic channels
Apply these two segments for sessions above your average order value (you can
edit the value from 38 EUR)

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How many users have purchased
more than once in the last 90
days?

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Comparing users with more transactions
Use these segments to compare performance from users that have purchased
more than once in the selected time range. For comparing number of users, go to
Audience overview.

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Is the web fast enough?

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Site Speed reports
Read how the data is collected.
Analyze your pages using PageSpeed Insights.

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Recapitulation
Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/

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THANK YOU!