Making Sense of Analytics
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Dana DiTomasoSuivre
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Making Sense of Analytics
27 May 2016•0 j'aime•95,932 vues
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Presented at Social Media Breakfast Red Deer. Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your various marketing and communication efforts are having an impact.
Dana DiTomasoSuivre
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Making Sense of Analytics
- #smbrd @danaditomaso#smbrd @danaditomaso MAKING SENSE OF ANALYTICS DANA DITOMASO
- #smbrd @danaditomaso What’s the point of analytics?
- #smbrd @danaditomaso#smbrd @danaditomaso Are you spending time & money on the right things?
- #smbrd @danaditomaso What are the right things?
- #smbrd @danaditomaso Go back to your goals.
- #smbrd @danaditomaso Do you have goals or aspirations?
- #smbrd @danaditomaso#smbrd @danaditomaso Are they realistic? Can they be measured?
- #smbrd @danaditomaso Increase total sales by 10% in Q4
- #smbrd @danaditomaso Communicate the social and economic value of (organization).
- #smbrd @danaditomaso#smbrd @danaditomaso Break down every goal.
- #smbrd @danaditomaso (real client example)
- #smbrd @danaditomaso#smbrd @danaditomaso Social Metrics
- #smbrd @danaditomaso Share of Voice Amount of overall conversation that’s about you vs your competitors.
- #smbrd @danaditomaso Influence Who is talking about your brand and what is their impact?
- #smbrd @danaditomaso Engagement Overall engagement on your posts.
- #smbrd @danaditomaso Not all engagement is created equal.
- #smbrd @danaditomaso Can lead to chasing engagement for the sake of engagement.
- #smbrd @danaditomaso Who is this for?
- #smbrd @danaditomaso But our engagement went down!
- #smbrd @danaditomaso#smbrd @danaditomaso This is the danger of boosted posts.
- #smbrd @danaditomaso Why do you want to attract the people who click like on anything?
- #smbrd @danaditomaso#smbrd @danaditomaso Instead, break down that engagement.
- #smbrd @danaditomaso Amplification Rate Number of shares per post.
- #smbrd @danaditomaso Conversation Rate Number of comments per post.
- #smbrd @danaditomaso Applause Rate Number of likes per post.
- #smbrd @danaditomaso#smbrd @danaditomaso What is most important for you right now?
- #smbrd @danaditomaso#smbrd @danaditomaso Reporting Tools
- #smbrd @danaditomaso https://www.rivaliq.com/
- #smbrd @danaditomaso https://buzzsumo.com/
- #smbrd @danaditomaso What can you automate?
- #smbrd @danaditomaso#smbrd @danaditomaso Don’t forget Google Analytics.
- #smbrd @danaditomaso Google Analytics is a big liar.
- Audience > Overview
- #smbrd @danaditomaso Sessions: A group of interactions. More here: https://support.google.com/analytics/answer/2731565
- #smbrd @danaditomaso More here: https://support.google.com/analytics/answer/2992042 Users: The number of people who interacted with your site.
- #smbrd @danaditomaso Pageviews: The total number of pages viewed.
- #smbrd @danaditomaso Pages / Session: Pages viewed per session, on average.
- #smbrd @danaditomaso Avg Session Duration: Average time spent on site.
- Another Reason Why Session Duration Is Probably Wrong
- #smbrd @danaditomaso Bounce Rate: The percentage of single- page sessions. More here: https://support.google.com/analytics/answer/1009409
- #smbrd @danaditomaso % New: Percentage of “new” visitors.
- #smbrd @danaditomaso Your goal shouldn’t just be visits.
- #smbrd @danaditomaso There are better places to start.
- Acquisition > All Traffic > Channels
- https://support.google.com/analytics/answer/1033867
- #smbrd @danaditomaso Build in “conversions”.
- #smbrd @danaditomaso#smbrd @danaditomaso “Reporting on last-click attribution in 2014 is like buying a football team and only paying the players who score.” -@anniecushing
- Conversions > Attribution > Model Comparison Tool
- Conversions > Multi-Channel Funnels > Assisted Conversions
- #smbrd @danaditomaso#smbrd @danaditomaso Give credit where credit is due.
- #smbrd @danaditomaso#smbrd @danaditomaso But then there’s Dark Social.
- #smbrd @danaditomaso You can’t actually track everything.
- #smbrd @danaditomaso Text Messages gchat Slack Private Browsing Gmail Apps
- #smbrd @danaditomaso http://www.theatlantic.com/technology/archive/2012/10/dark- social-we-have-the-whole-history-of-the-web-wrong/263523/
- #smbrd @danaditomaso Get this report: http://kickpoint.ca/dark-social-ga/
- #smbrd @danaditomaso#smbrd @danaditomaso Automate what you can.
- #smbrd @danaditomaso#smbrd @danaditomaso Your job is insight, not data.
- #smbrd @danaditomaso#smbrd @danaditomaso THANK YOU! WANT MORE? KICKPOINT.CA/NEWSLETTER
Notes de l'éditeur
- This is misleading because people really do use more than one device and one browser to access your site. Which we all know isn’t true. It’s like associating your SIN with your licence plate. So if you report on new vs returning visits, you’re actually not celebrating new visitors. It’s just people who happen to be using another way to access your site, or cleared their cookies, or it’s been a while, or, or…. You should only report on user-based data when you have a login option on your site, visitors actually use it, you’re using universal analytics, you modified your google analytics code to capture your members user id, and you set up a view that uses that ID to see who is new/returning. So basically almost no one, ever.