Analytics & The Law

@NoisyMonkey#lovenumbers
#lovenumbers
@NoisyMonkey
@BathCollege

#lovenumbers @NoisyMonkey
EMERGENCY?
©BAMCorp

TIMETABLE
Start End Topic
10:00 11:10 Intros. Me, you
What is Analytics?
BREAK & MOVE ROOM
11:20 13:00 Reporting 101
LUNCH
14:00 15:00 Reporting continued . . .
BREAK
15:15 15:45 Law
FINISH WITH QUESTIONS

BY THE END OF TODAY YOU
WILL . . .
• Understand what Google Analytics is . . .and isn’t
• Understand key dimensions, metrics and reports
• Know what a measurement framework is and how it will make
your life easier
• Start to define the right measures for your business
• Understand what the law is there to protect
• Know how to comply with the law on websites.

I LIKE DATA
A degree in old skool marketing
25 years of communicating using data
9 years of lies, damn lies and
government statistics
5 years using Google Analytics

@NoisyMonke
y
TRUSTED
The biggest local players in the public sector, the biggest local
brands and our peers
#SEO

@NoisyMonke
y
CANDID
We freely give away the basics.#SEO

@NoisyMonke
y
STUPID
Disruption is transformative#SEO

@NoisyMonke
y
TESTED
Top shows all non PPC traffic from month 1. Bottom just that from
Universal Search
#SEO

YOU?
To the person sitting next to you:
• “I am . . .
• “My experience with Analytics is . . .
• “I expect to use Analytics to . . .
• “Today, I’d like to go away with . . .
Compare notes, particularly about your knowledge
of Analytics and what you want to get out of today.

DIGITAL ANALYTICS
USE GOOGLE ANALYTICS – IT’S FREE & AWESOME

THANKS FOTOLOGIC https://www.flickr.com/photos/fotologic/

“digital analytics is the analysis of qualitative and
quantitative data from your business and the
competition to drive a continual improvement of
the online experience that your customers and
potential customer share which translates to your
desired outcomes (both online and offline).”
- Avinash Kaushik
Why it’s digital marketing . . .

“digital analytics is the analysis of qualitative and
quantitative data from your business and the
competition to drive a continual improvement of
the online experience that your customers and
potential customer share which translates to your
desired outcomes (both online and offline).”
- Avinash Kaushik
Why Analytics is your best friend

BUT WHAT IS ANALYTICS
REALLY?

“STORIES ARE JUST
DATA WITH A SOUL”
Dr Bene Brown, University of Houston

YOUR ONLINE BEHAVIOUR
Think about the last time you bought an item online using Google to search:
• How many websites did you look at before deciding what to buy?
• How many entirely irrelevant websites did you look at?
• How many pages did you look at within that site?
• How did you decide what to buy? Written descriptions, images, reviews?
• What was the value of the purchase? Do you behave differently when you
spend less or more?

YOUR ONLINE BEHAVIOUR
Think about the last time you bought an item online using Google to search:
• How many websites did you look at before deciding what to buy?
• How many entirely irrelevant websites did you look at?
• How many pages did you look at within that site?
• How did you decide what to buy? Written descriptions,
images, reviews?
• What was the value of the purchase? Do you behave
differently when you spend less or more?
Context is key
Bounce rate
time on site
session duration
time on page
page views
pages/session

THE
DEFINITION
OF INSANITY
. . .continual improvement . . .

ANALYTICS IS NOT
a tool to identify individual users of the site
OR
a complete picture of performance
OR
representative of all your data
Thanks Montery Media
sample of aggregated, anonymous data that
needs additional context and tagging

KEY QUESTIONS?
• What story does your Analytics tell about your business?
• How do you want this to change?
• What tools and techniques can you use to change this?
• How will you measure if they are successful?

#SEO @NoisyMonke
y
MEASUREMENT
FRAMEWORK

PURPOSE & MEASURES
• What is the number one business objective of the company?
• How does the website fit into the overall business strategy?
• How do you attract new visitors to the website?
• What do you want visitors to do on the website?
• How do you know if the website is successful?

BUSINESS OBJECTIVE
TACTICS
WEBSITE
GOALS
KPITARGET
Sample measurement framework

FOR NOISY LITTLE MONKEY
business objective to be a top search & social media agency
tactic demonstrate expertise through advice & training
Website goal Give away advice, show our expertise, highlight training
events
KPIs page views of the blog
time on site
repeat visitors
social shares through Professor Traffic
target page views of the blog – 2,000 per month by Jan 2015

REFLECTIONS
• What are YOU using your website to do?
• How will you know if its successful?
• What measures might help you?
• What else could you add to your overall digital marketing activity that
would help you to meet your objectives?
• How could you measure if this was successful?

TIMETABLE
Start End Topic
10:00 11:10 Intros. Me, you
What is Analytics?
BREAK & MOVE ROOM
11:30 13:00 Reporting 101
LUNCH
14:00 14:50 Reporting continued . . .
Creating your measurement framework
BREAK
15:00 15:50 Law
FINISH WITH QUESTIONS

#SEO @NoisyMonke
y
WHAT IS ANALYTICS
REALLY?

#lovenumbers @NoisyMonkeyUnit 3 Analytics Academy
COLLECTION
CONFIGURATION
PROCESSING
REPORTING

#lovenumbers @NoisyMonkeyUnit 3 Analytics Academy
COLLECTION

BASED ON INTERACTIONS
Arrive Exit
• Collects data from the
website
browser
referring source

#lovenumbers @NoisyMonkeyEg categorises devices, location, language
COLLECTION
CONFIGURATION
PROCESSING

#lovenumbers @NoisyMonkeyEg filters data
COLLECTION
CONFIGURATION
PROCESSING

#lovenumbers @NoisyMonkeyGoogle Analytics is not the only way to report on the data
COLLECTION
CONFIGURATION
PROCESSING
REPORTING

STORY TELLING TOOLS
THE REPORTING
SCREEN

SEGMENTS
Allows you to compare
performance of different
types of customer
Segmentation is an important concept in Analytics
0
1
2
3
4
5
6
7
Organic All traffic Referral

ANNONTATING IS VITAL
Might include:
• Sent out an email to our mailing list
• Changed the layout of the blog
• Increased the volume of social media activity
• Paid for an ad
• Sponsored an exhibition
• Recruited a new member of the team
• Changed the page titles or meta descriptions
Any marketing investment that might impact on the site
TOP TIP: you will forget what you’ve done & don’t do everything
at once!

REPORTING 101

DIMENSIONS &
METRICS

DEFINITIONS 101
Sessions # visits to your site
Users # unique visitors to your site
Pageviews # views of individual pages
Pages/session # pages a user looked at within each session on average
Average session duration amount of time a user on average spent looking at the site
Bounce rate % sessions with only one user interaction
% New visitors % visitors who have not visited previously

#lovenumbers @NoisyMonkeyhttps://analyticsacademy.withgoogle.com/course01/unit?unit=3&l
esson=2

YOU WILL ALSO SEE
Arrive
Exit
LANDING PAGE
ENTRANCE
REFERRING SITE
SOURCE/MEDIUM
EXIT PAGE

CONTEXT IS EVERYTHING
• An average site wide bounce rate is about 60%; blogs are
higher
• The higher value or higher risk an item has, the more
information a user will need before making a decision to
purchase
• What is ‘normal’ for one website, won’t necessarily be normal
for another: industry norms, seasonal trends

#lovenumbers @NoisyMonkeyWhat! That’s WAY too low. What is it about our website that
causes this?

If only we had annotated the data!

#SEO @NoisyMonke
y
STORY SO FAR?

#SEO @NoisyMonke
y
ABC OF ANALYTICS
Analytics reporting

DIGITAL MARKETING…
visitor acquisition
visitor behaviour
visitor outcome

ACQUISITION
Getting visitors to your website – the initial contact:
• How many?
• New or existing?
• Where did they come from?
• What were they looking for?
What’s the strategy to get new visitors into the top of the funnel?

BEHAVIOUR
Encouraging visitors to develop interest and a desire to act:
• What do they look at?
• How long for?
• Do they return?
• Do they interact with the site? How?
• Where on the site do they leave?
What’s your strategy to change behaviour?

CONVERSION
Macro conversions | what ultimately do you want visitors to do?
• How much do they spend?
• How many sign ups?
• How many contact forms are completed?
Micro conversions | what nudges a visitor from interest to action?
• Sign up for a newsletter
• Download a brochure
• Watch the video
Create events and goals to reflect these

AUDIENCE
Data collected from the users’ browser
• where they are in the world
• language used
• type of device & technology
• age and interest
Time/page data
• How long they stayed on site
• How many pages they looked at

Demographics & Interests
• Is this surprising?
• What does the data
say about your content & target audience?
Requires a change in your code & privacy policy

Geo | language and location
• Is this what you’d expect for your site?
• Does this suggest you need a translated page
or site?
• Is the bounce rate higher than you’d expect?

Behaviour
• Is this surprising?
• Is the behaviour of new
and returning visitors
different?
• What do the
engagement metrics say about the content?

Mobile
• How important this is? Do
you need a mobile or
responsive site?
• Are there anomalies in the behaviour of users with different
kinds of devices?
Look at trends too

ACQUISTION
Data collected from the referring source
• Organic search
• Paid search
• Social
• Direct
• Referral

MORE DEFINITIONS
• Organic search
• Google, Bing, Yahoo, Yandex, Badu, Seznam
• Paid search
• AdWords (NOT other forms of paid*)
• Social
• Facebook, LinkedIn, Twitter, Google+
• Referral
• A link from another website
• Direct
• Anything else*

DIRECT / (NONE)
The visitor has . . .
• typed your website address directly into the browser
• clicked a link to your website inside a PDF
• clicked the link to your website in your email footer
• clicked a link inside an email
• clicked on a shortened URL
• has your site bookmarked
Can mean good offline marketing, or insufficient tagging

LINK TAGGING
http://www.noisylittlemonkey.com/professor-traffic/

All traffic | channels
• Where is most of my traffic
coming from?
• Is behaviour different between
channels?
• What is surprising?

VITAL REPORT 1
Organic traffic from Google to our website for the last 12 months
displayed by week

Organic Search by Keyword
• Not as useful as you’d like it to be!

All traffic | source/medium
• What is encouraging – go twitter!

VITAL
REPORT II
Source/medium by sessions

CRITICAL IN ECOMMERCE
• Even more imperative if you run an ecommerce site
Where do you earn revenue? What is the return on investment
by source?

All traffic | referrals
• Who are my friends?
• Are these links adding to my visitor numbers?
• Have I paid for any of these?
TOP TIP: paying for Yell or other directories? Check how many
referrals you got . . .

AdWords
• Mirrors data available in AdWords but overlays bounce rate and
conversion data – impact of AdWords
TOP TIP: know what you are trying to achieve – brand
awareness or revenue – to measure effectiveness

VITAL REPORT III
• Use custom reports to measure the effectiveness of campaigns,
ad groups and individual keywords to your goals and/or
revenue
• AdWords provides data on converting keywords – use it!
Revenue per click

Search Engine Optimisation
• Based on Webmaster Tools data
• Shows visibility on Google
Useful hint at ranking and visibility for (not provided) type search
terms

Social
• How many visitors are you getting from social?
TOP TIP: this is not the same as the effectiveness of your social
media activity. Track your links!

VITAL
REPORT IV
Campaigns
• Where you’ll find tracked links and other specific campaign data

BEHAVIOUR
Data collected from the website itself
• Which pages have been looked at
• Landing pages / exit page
• Additional event tracking

#lovenumbers @NoisyMonkeybehaviour and audience overviews | different scopes

All pages
TOP TIP: content drill down can be the best way to see a
snapshot of blog success
Content drill down
• Relative performance of
pages across the site
• Performance of
individual sections

VITAL REPORT V
/blog/ in content drill down

#lovenumbers @NoisyMonkeyNot the information they were looking for . . .

Landing pages
• Check high bounce rates
• Can indicate good visibility on Google and/or engaging content

#lovenumbers @NoisyMonkeyQuery deserves freshness

• Where is organic winning?
• What other activity is driving
traffic to the website?

• Social media success . . .

• Ranking on Google

Exit pages
• If you are paying for traffic, this is important!
• Indicates ‘leakage’ on the site
Context, context, context

OTHER BEHAVIOUR REPORTS
Events
• Allows you to track interactions with the website that don’t
cause a change in the URL, eg
- Play a video
- Download a PDF
- Click to buy on Amazon
• Requires a change in your code
Other reports might be useful to you . . .

CONVERSIONS
Data collected from the website about
conversion metrics you have specified
• Goals
• Ecommerce
• Role of different channels in attaining those
outcomes

GOALS SHOULD BE MEANINGFUL
If you can attribute a value to a goal, then it provides another
layer of informatIon

VITAL REPORT VI
Goal conversions by source/medium – the traffic that really
matters!

MORE DATA THAN YOU CAN
SHAKE A STICK AT
Is this useful though?

ECOMMERCE
• Requires ecommerce tracking to be set up correctly, but can
give you amazing insight
Learn more:
https://analyticsacademy.withgoogle.com/course03

MULTI-CHANNEL FUNNELS &
ATTRIBUTION
• Even more amazing data . . . But beyond the scope of today
• Allows you to see the contribution of various channels to your
conversions and revenue and therefore their ROI

VITAL REPORT VII
Top conversion paths

#lovenumbers @NoisyMonkeyPhew.

#lovenumbers @NoisyMonkeyCan also easily email reports

#lovenumbers @NoisyMonkeyThanks Transformer18 https://www.flickr.com/photos/71267357@N06/

DULL BUT VITAL
UNDERSTANDING THE ADMIN SECTION

ACCOUNT – PROPERTY - VIEW

#lovenumbers @NoisyMonkeyGoogle ‘what is my ip’

ACCOUNT SET UP CHECKLIST
• Users up-to-date with the right access
• Filtered all the relevant IP addresses out of Analytics
• Linked your AdWords account(s)
• Linked your Webmaster Tools account
• Created views that provide you with useful data
• Created goals to measure your business outcomes

#DigitalMarketing @MrJonPayne
REGULATION

Thanks West Midlands Police https://www.flickr.com/photos/westmidlandspolice/

THE LINE OF THE LAW

CONSUMER RIGHTS

E-COMMERCE (EC DIRECTIVE)
REGULATIONS 2002
• Covers direct and indirect sales, online by email and text
• Websites should provide
• company name
• a physical address
• contact details including email address
• Professional accreditation number
• VAT number, company number
Contact details

CONSUMER CONTRACTS REGULATIONS
2014
• Applies to all distance selling, whether or not it is online
• Provides a 7 day period to change your mind
• A few exceptions including perishables & personalised products
• The original cost of the outbound postage should always be
refunded by the seller. The seller's terms and conditions or
returns policy should state who pays the cost of returning the
item.
Terms & Conditions

CONSUMER RIGHTS
DATA PROTECTION

DATA PROTECTION ACT
• Applies to websites and apps
• Regulates the personal information held by organisation and
how this is used
• Covers use of mailing lists and advertising
• Opt ins for mailing lists, unsubscribe
Privacy policy
Personal Information Online Checklist:
https://ico.org.uk/media/for-
organisations/documents/1586/personal_information_online_small_business_checklist.pdf

EU COOKIE LAW (E-PRIVACY
DIRECTIVE) 2012
• Cookies collect information about users – Google Analytics
uses a cookie
• Concept of implied consent
• Inform users what information you are collecting, how it is used
and how they can opt out of this
Cookie policy & pop up
Guidance on the rules on use of cookies and similar technologies
https://ico.org.uk/media/for-organisations/documents/1545/cookies_guidance.pdf

EMAIL
http://ico.org.uk/for_organisations/privacy_and_electronic_comm
unications/the_guide/cookies
• Have a clean list (not your address book)
• Check it. Make it double opt in.
• Always include an unsubscribe
• Mailchimp will let you send 12,000 emails /
2,000 subscribers every month for free
• Hate crappy subject lines Jon?

#DigitalMarketing @MrJonPayneThis is a bit much, but if you’re using retargeting / remarketing it’s
the letter of the law.

WHICH LAW?
“If you are sending direct marketing by electronic means, you
must always comply with the Privacy and Electronic
Communications Regulations. If you are processing personal
data to do so (that is, if you know the name of the person who will
receive your message), you must also comply with the Data
Protection Act.”
https://ico.org.uk/for-organisations/guide-to-pecr/which-law/

EQUALITY ACT 2010
• Replaced the Disability Discrimination Act
• Maintained the principle that
“neglecting to provide a service to a disabled person that is
normally provided to other persons is unlawful discrimination.”
• WC3 compliance is the benchmark for accessibility

@NoisyMonkeyTOP TIP: always apply ethical common sense

#SEO @NoisyMonke
y
GREAT RESOURCE TIPS
© Aaron Stidwell
Analytics Academy
• https://analyticsacademy.withgoogle.com
Occam’s Razor by Avinash Kaushik
• http://www.kaushik.net/
Analytics Solutions Gallery
• https://www.google.com/analytics/gallery
Information Commissioner’s Office
• https://ico.org.uk/
Advertising Standards Authority
• http://asa.org.uk/

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