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Bend WebCAM - Making Smarter Decisions with Google Analytics
- 1. Making
Smarter
Decisions
with Google Analytics
Caleb Whitmore
@analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 2. About Caleb
• Founder & CEO,
Analytics Pros
• Founder, GAUGE the
Google Analytics
User Conference
• Founder, the Best
Practices Conference
• On Twitter
@analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 3. I Wrote a book about Google Analytics
Get a copy: http://goo.gl/nKwPI
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 5. Our Services
• Data driven...
Media • Organic & Paid Search
• Social media
Optimization • Cross-channel optimization
• Attribution Modeling
• Data Analysis & Reporting
Platform • User experience & key
process analysis
Optimization • A/B testing
• Multivariate testing
• Web + Mobile + Social
• Strategy + Implementation
Digital Measurement • Governance &
Administration
& Insights • Training
• Reporting, Analysis,
Staffing
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 6. What
We’ll Talk About
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 8. But do they really help
us?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 9. Which half of 50% is better?
“Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half.”
-John Wanamaker
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 10. A Promise
“Data and Analytics can make things better”
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 12. Can you tell which is better?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 13. Failure?
The 7 Causes of Digital Analytics Failure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 14. Why Digital Analytics Efforts Fail
1. No Strategy
2. No Plan
3. Bad Implementation
4. Data Overload – analysis paralysis
5. Distrust of data
6. Barriers to reaching data
7. Lack of action after insights
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 15. What Can Be
Done?
To NOT Fail
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 16. Digital Analytics Success Model
Strategy Capability Insight Action
Goals Team Analysis Prioritization
Questions Toolbox Meaning Toolbox
Plan Process Answers Results
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 20. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 22. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 23. Ask the Right Questions
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 24. Tip
Ask Business Questions, NOT Metrics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 25. Example
Metric Question
How many views to
Page X?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 26. Example
Metric Question Business Question
How many views to Which promoter is a
Page X? better partner?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 27. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 28. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 29. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 30. Business Goals
Data Analysis & Supporting
Answers Questions
Report
Data to Answer
Configuration &
Questions
Access
Required
Implementation to
get the Data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 34. Team: Get the Right Coverage
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 35. What’s Your
Structure?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 42. The Data Miner
Let’s Go Dig Up
Some Data!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 46. What’s Your
Structure?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 48. Insight &
Action
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 50. Two Ways to Win
How did this
bucket get so
empty?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 53. Google
Analytics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 57. CrazyEgg
www.crazyegg.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 59. 4Q
www.4qsurvey.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 60. User Report
www.UserReport.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 64. Optimizely
http://www.optimizely.com/
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 65. Digital Analytics Success Model
Strategy Capability Insight Action
Goals Team Analysis Prioritization
Questions Toolbox Meaning Toolbox
Plan Process Answers Results
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 66. 7 Google
Analytics
Essentials
in 7 minutes
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 67. #1
Implementing
GA What to do, and NOT do…
learned the hard way!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 68. Plain Vanilla… It’s Not for You
© 2012, Caleb Whitmore &Image source:
Analytics Pros, Inc. http://atencentgemjar.wordpress.com/
- 69. The GA Tag Comes in Many Flavors
© 2012, Caleb Whitmore &Image source:
Analytics Pros, Inc. http://valuestream2009.wordpress.com/
- 70. The Settings that Matter
• There are over 55 documented settings for the
tag
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 71. The Settings that Matter
• There are over 55 documented settings for the
tag
• Top settings to consider:
– Cookie Domain setDomainName
– Campaign Anchors setAllowAnchor
– X-domain Linking setAllowLinker
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 72. This is Bad…
• If your website is www.zenithvineyard.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 73. Data Quality Checking Tools
• Audit your site data for quality
– Internal referrals?
– Suspicious “direct” landing deep within your site?
– Odd exit pages with high rates?
• Use tools:
– www.analyticscheckup.com
– www.observepoint.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 74. Caleb’s Implementation Tips
• Plan your business requirements
• Implement the GA tag correctly for your
website(s)
– Consider domain names (sub-domains, 3rd party
domains)
– Place the tag on all pages
– Use the setAllowAnchor feature
• You may want to take a course, read a book,
or hire an expert to assist – don’t skip on this!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 75. Related Resources
• Books
– Performance Marketing with Google Analytics
(Whitmore, Tonkin, Cutroni): http://goo.gl/nKwPI
– Advanced Web Metrics (Clifton): http://goo.gl/8f9ui
– Google Analytics (Cutroni): http://goo.gl/yXq6j
– Web Analytics 2.0 (Kaushik): http://goo.gl/94Bhu
• Training
– Online GA Conversion University: http://goo.gl/gBVYg
– Google Seminars for Success: http://goo.gl/Cx87U
– GAUGE Google Analytics User Conference (next one is
in NYC Oct 17 - 18): http://goo.gl/nqDQI
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 76. #2
Google
Analytics Goals
Without a goal, what’s the point?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 77. A “typical” Goal
Typical GA Goal
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 78. Goal Essentials
Goals with a
Framework
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 80. Related Resources on Goals
• Caleb’s goal planning worksheet:
http://goo.gl/Ivcxm
• Great blog post by Avinash Kaushik:
http://goo.gl/gpLD4
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 81. #3
Campaign
Tagging
Traffic Source Identification
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 82. Traffic Source Segmentation
• Screenshot showing traffic source data
mediums report with +/- view
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 83. Identify Traffic Sources Against…
• Goals
• Transactions
• Landing pages
• Campaigns by
Geography
• Everything!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 84. Just to be clear…
• Google Analytics can track any kind of
marketing – not just Google AdWords
– Email marketing
– Microsoft AdCenter paid search
– Display ads run anywhere
– Social Media traffic
– Even offline campaigns
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 85. Tracking Your Marketing
• What to know:
– Email will show up as “direct” unless it is specifically
tagged
– Banners & links will show up as “referring” not
“banner”
– Offline campaigns can be tracked using vanity URL’s
and tracking codes
– Paid search must be tagged, otherwise it gets mixed in
with organic search
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 86. GA’s Oder of Operations
1. Check of Campaign Tags
(utm_etc…)
2. Look for Referrer
– Search Engine =
organic/search
engine/keyword
– Referring Site = referring
domain / page
3. Lump into “direct/none”
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 87. Campaign Links: How They Work
• In web addresses, the parts after a question park are
called “query parameters”. Sometimes your webserver
does something special with them.
www.example.com/page?id=1234
• If your webserver doesn’t recognize the query
parameter, it ignores it. These addresses both go to the
same page:
www.example.com/page
www.example.com/page?myname=johnsmith
© 2012, Analytics Pros, Inc.
- 88. Campaign Links: How They Work
• So even better than making up labels, we can use
some labels that Google Analytics recognizes:
www.example.com/page?utm_medium=email
&utm_source=newsletter
&utm_campaign=spring-2010
• These represent the medium, source, and
campaign.
• You don’t have to build these URLs by hand.
© 2012, Analytics Pros, Inc.
- 91. A Better URL Builder
• Excel-based
• Automate
the process
• Ensure
consistency
Get it here: http://goo.gl/qpzDF
© 2012, Analytics Pros, Inc.
- 92. #4
Segmentation
Going beneath the surface of your data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 95. 6 Ways to Segment in GA
1. Standard report drilldowns
2. Report secondary & pivot dimensions
3. Custom Reports & Dashboards
4. Advanced Segments
5. 3rd party tools
6. Data Export API tools
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 96. Standard Report, No Drilldown
What’s the cause?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 98. Secondary Dimension Segmentation
Shows Visits, Bounce Rates for each
Keyword – but how do landing pages
impact this?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 99. Secondary Dimension Segmentation
Shows Visits, Bounce Rates for each
Keyword – but how do landing pages
impact this?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 103. #5
Geographic
Analysis
Where Your Customers Are
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 104. Geography
Default graphic
weighted by Visits
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 105. Geography
Change color
weighting to use
another metric
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 106. #6
Technology
Analysis
From Your
Customers’
Perspective
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 107. Internet Explorer Analysis
• Bounce Rates for IE versions vary wildly
• IE 9.0 users really have a hard time
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 108. Other Technology Analysis
• Analyze goal and experience factors
– Conversion rates
– Time on Site
– Pages/Visit
• Analyze other technical factors:
– Screen Resolution
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 110. Screen Resolution Example
Example report using Next Analytics for Excel plug-in: http://goo.gl/fAkTm
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 111. #7
Entrance Point
Analysis
Where’s the Front Door?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 112. Entrance Point Analysis
• Your website’s “front
door” is probably NOT
the main point of
entrance
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 114. Entrance Point Questions to Ask
• How porous is your site?
– Most traffic comes/goes from non-portal pages?
– Portal pages make up the majority entrance/exit
points?
• What is the impact on key metrics?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 115. Entrance Point Impact on Key Metrics
• Custom Report showing landing page key
metrics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 116. The Latest and
Greatest
What’s New in Google Analytics
that you should be using
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 119. Remarketing Lists with GA Data
• MUST use this feature!!
• Enables creation of AdWords remarketing lists
based on Google Analytics data
• Details at
http://www.google.com/analytics/features/re
marketing.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 121. GA for Mobile
• You NEED to be measuring
your apps
– User Experience
– Marketing performance
– Engagement & value
• GA Mobile App reporting:
– Familiar interface, tuned
for mobile app data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 122. Quick Poll
• Are you measuring mobile app?
– Not measuring my app
– Already using Google Analytics app tracking
– Using other free mobile analytics solution such as
Flurry
– Using other paid web/mobile analytics solution
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 123. Attribution Modeling
• Create multi-touch, multi-channel attribution
models to test value changes
• Example:
– Discount last “direct” visit
– What changes in value attribution across
marketing channels?
Note: Attribution Modeling is only
available in GA Premium Edition
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 125. Un-sampled Data
• Download all your data
without sampling
• Get a clear (accurate)
picture of metrics
• Export large datasets for
data warehouse
integration
http://www.analyticspros.com/blog/google-
analytics/sampled-vs-unsampled-data/
Note: Unsampled Data is only
available in GA Premium Edition
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 126. More Premium-Only Features
• Enhanced advertising measurement
• More Custom Variables
• Faster, more up-to-date data
• 24x7 Support, SLA’s
• Resellers provide enhanced support, training,
and consulting services beyond the product
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 127. Why Think About Premium?
• Do potential gains
exceed the required
investment?
• Does your scale
require more data ”We didn’t realize how many answers
to our questions were already buried in
– 10mm+ hits/month our data until we partnered with
– 500k+ visits/month Analytics Pros to implement Google
Analytics Premium.”
• Do you need SLA
assurances & support? - EJ Kalafarski, VP of Product,
Onswipe
• More at
www.gopremium.biz
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 128. Google Tag Manager
• Marketing tag
management platform
• Increases marketing
agility
– Launch new tags in
minutes
• Full QA/Testing
built-in
• Google scale &
reliability
• http://www.google.com/tagmanager
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 129. 3rd Party Apps for Data Analysis
• Vast ecosystem of apps
• Make faster, better use of GA
• Rules for a good app:
– Does something that GA itself doesn’t do well
– Directly hooks into GA data
– Deepens the analysis you can do on your data
– Enhances sharing of data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 130. Report Shortcuts
• http://analytics.blogspot.com/2012/08/get-
to-your-data-faster-announcing.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 131. Android App for GA Reports
• http://analytics.blogspot.com/2012/06/data-
at-your-fingertips-announcing.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 132. Google Docs Integration
• http://analytics.blogspot.com/2012/08/autom
ate-google-analytics-reporting.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
- 133. Thanks
Questions?
Caleb Whitmore
@analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.