The 10 Essential Things that Graphic Designers and Artists Need To Know About Google Analytics
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Presentation given at C4 Atlanta TechsmARTs meeting on basic and advanced features of Google Analytics.
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The 10 Essential Things that Graphic Designers and Artists Need To Know About Google Analytics
- 1. The 10 Essential Things that Graphic Designers and Artists Need To Know About Google Analytics Tomer Tishgarten and Asia Matos Arke Systems
- 2. Meet Tomer • Analytics Practitioner – SEO/Competitive Intelligence/Web Analytics since 2001. – Google Analytics certified. – Minor in Bio-Informatics from University of GA. • Agency Engagements Director – Provide Technology Service to Ad Agencies. • Runner – PRR 2013: 5X – Georgia Half Marathon: 4X Follow Tomer: @Tomerific
- 3. Meet Asia • Marketing Manager – Lead generation-focused content strategy; traffic acquisition; campaign execution. • Content management systems (Sitecore, Wordpress) • Analytics platforms (Sitecore DMS, Google Analytics) • Professional Artist – BFA in Fine Art; Kennesaw State University – Shown in Mason Murer Fine Art Gallery, Kibbee Gallery, Actor’s Theatre in Louisville, KY – Studio Assistant for Katherine Taylor: 2012/13 WAP Artist for Museum of Contemporary Art (MOCA). Follow Asia: @AsiaMatos
- 4. Meet Arke • We are marketing technologists! – “We implement hardcore digital technologies and provide you with a marketing strategy to take your organization to the next level!” • Marketing Technologies: – Content Management Systems • Sitecore, WordPress, Drupal, Umbraco – Portals/Communities • Sharepoint, Jive, Lithium, Telligent – Customer relationship management • Microsoft Dynamics CRM, Salesforce.com, Pardot – Analytics • Google Analytics, Omniture, WebTrends
- 5. Why Is Google Analytics Important (to me)? Don’t you see that I’m working!
- 6. Artists Need the Web (and Web Analytics) • The art professional today – Your name is your brand (artist/studio/gallery) – You are actively seeking more art-related opportunities. – You've used the internet (at least once in your life!) and have a website. – Concerned with how to take your art business to the next level.
- 7. And Our Industry Uses the Web 1. Everyone uses search – Search is king! – Relies on content • Images, text, video 2. People strive to be omniscient – We like to check you out before we meet IRL. • LinkedIn, Facebook, Website 3. Digital performance varies – You need to figure how digital performs.
- 8. The Solution: Google Analytics • Free tool that can tell you what people are doing on your website right now! • Understand how your content/your site is performing. • Understand how your website connects to the interweb.
- 9. Google Analytics Interface Answers my questions
- 10. Google Analytics 101 Commonly used Features
- 11. Who’s coming to my website? Start at Audience > Overview
- 12. And where are they coming from? Start at Audience > Demographics > Location
- 13. What are they interested in? Start at Behavior > Site Content > All Pages
- 14. How did they find me? Start at Acquisition > Channels
- 16. Are local visitors better? • Use Segmentation: – Segments are used to isolate and analyze specific parts of your traffic. • You can apply multiple segments to compare their respective data side by side in all reports.
- 19. Creating a New Segment
- 20. Segment Insights: National vs. Local US: 90% of all visits Southeast: 60% of all visits
- 21. What part of the page do users see?
- 22. Accessing Screen Resolution Start at Audience > Technology > Browser & OS > Primary Dimension: Screen Resolution
- 23. Resolution: Not all sites are created equal!
- 24. Resolution: What’s above the fold? Start at Behavior > All Pages > [Select a Page] > Primary Dimension: Screen Resolution
- 25. Resolution: What’s above the fold? Start at Behavior > All Pages > [Select a Page] > Primary Dimension: Screen Resolution
- 26. Is my site/content being shared? • Identify social media networks & communities where people engage with your content. • Measure your on-site user engagement via social plug-ins. • Compare traffic volumes and visitor traffic patterns through your site for social media vs. other sources. • Measure the value of social by tracking your goals, conversions and ecommerce transactions.
- 27. Accessing Social Media Data Start at Acquisition > Social > Overview
- 28. Social: Referrals & Social Plug-ins
- 30. Who is my biggest fan? + Referral Data
- 31. Where’s my one stop shop? Dashboard
- 34. What else do can I do? • Reporting – Any GA data – Any Format (Excel, PDF) – Sent Regularly (Daily, Weekly, etc.) http://to.merific.com/customanalyticsreport s • Custom Event Tracking – Tracking Form Errors – Tracking Clicks and Click-Based Downloads – Tracking Video Engagement and Activity http://to.merific.com/customeventtracking
- 35. What does the future look like?
- 36. But I want more Google!
- 37. Closing Thoughts • There is no Holy Grail! – Start by asking basic questions! – Look inward first! – Observe, Plan, Engage, and then Adjust! • Rapidly changing field. – Read, read, read!
Notes de l'éditeur
- Yes – thank you, Tomer. Hello everyone.My name is Asia Matos and I also work at Arke.So – I’m a bit of a hybrid. By day, I’m a marketing professional. I oversee all of the marketing operations for my organization. I manage a team of other marketing professionals and together, we focus on lead generation-focused content strategy, traffic acquisition, and campaign and event execution. I also contribute my experience with content management systems and analytics platforms.By night, I am a professional artist. I received my BFA in Art from Kennesaw State University and have maintained an active studio practice ever since. I’ve shown at Mason Murer, Kibbee Gallery, and out-of-state. I am a firm-believer in MOCA’s Pin-Up Show and hope to see you all there. I am also currently a studio assistant for Katherine Taylor – and she’s the 2012/13 Working Artist Project Artist for MOCA (Museum of Contemporary Art). And – lastly, about myself I promise, you can see my newest series at Eyedrum on November 2nd which also happens to be my birthday. (So now everyone has to go!)
- Tomer and I work for Arke Systems.Arke is a marketing technology consulting firm – ultimately, we believe in the technology that’s going to help marketers. If you were a marketer in an enterprise organization and you wanted to install and customize a platform for your website, you would call us! The technologies we specialize in include content management systems like WordPress and Sitecore, portals, customer relationship management like CRM and Salesforce, and finally, analytics platforms: the reason why we’re all here.
- Before we get into the knitty-gritty, let’s take a step back. Who’s in the room with me today? Could all the graphic designers raise their hands, please? Now let’s see all of the fine artists? Gallery/museum/non-profit professionals? Art education professionals? Okay! Wow - we have a good crowd here.Luckily - Google Analytics is actively relevant to all of you – so no falling asleep back there! Graphic Designer vs. Fine Artist vs. SOME OTHER WORD FOR CURATORS/GALLERY DIRECTORS/ETC.
- Despite where you’re coming from, we can still draw the following conclusions.First – you have a brand. It’s probably your name. “Asia Matos”. That’s my brand name. For others, it might be something different. “Jessica Larkin Studios.” “Foxboxes.” “Mason Murer Fine Art Gallery.” All still brands.Second – you’re probably looking for more art-related opportunities. You might also just be the naturally curious-type.Third – the Internet has a certain place in your life. You hopefully already have a website and have a dedicated online presence. Fourth – you want to know what tools are out there that can help you take your art business to the next level whatever that business may be.These four traits or conclusions – that’s where most artists are today.
- Meanwhile, the world moves in these Web-related circles. First and foremost, we all always searching for something on the Internet. New pair of shoes. Tickets to that concert. The upcoming exhibition at the High Museum and their start and end dates. We probably don’t even realize how often we use search, but it’s something that both artists and non-artists do. Gallery directors do it. Anecdote about Mason Murer Fine Art Gallery; if he wasn’t receiving anything in print or book form from the artists, he was Googling them! Actively searching for new artists to exhibit. We can’t “search” or “find anything” on the Internet if there isn’t any content. So images, text, video are all important. It’s how the Internet survives.Secondly – we all do our research, well, at least socially. We all check out social media. Whether it’s to stalk your ex-boyfriend’s new girlfriend, or decide if an employee candidate is going to be right for the job, chances are someone has done “research” on you. The same applies for artists and art professionals – what are they posting? What are they working on now? How active are they in the community? Are they going to this event or that event? Who are they connected to?Ultimately, we all want to know what is going to perform the best on the web, but we may not know how to find that out. Knowing these two great behaviors about how people use the web leaves us all wondering – so what?
- Google Analytics can provide these insights about your website – AKA digital brand. GA is a free tool that allows you to look at data. You can ask questions about your site and Google Analytics will provide answers.So what kind of questions can we ask?
- Here’s what Google Analytics actually looks like. The sidebar on the left allows you to navigate through the different types of data that GA will collect. The main content will usually display a chart or dashboard of your stats are lookin’ like at the moment.
- Magic 8 Ball image.
- How many people are coming to my website?Unique visitorsHow many times do they come to my site?Visits, New vs. ReturningGA can show you how many people are coming to your site, how many times they come to your site, and where they were in the world when they accessed your site. It might seem creepy – the demographics section especially. But keep in mind that it can only show you general vicinity of an area – never a pin-pointed dot on a map that shows address and location.
- ContentImagesBlog postsArtist/Graphic Designer/Gallery biosEvery single “page” or URL on the website is considered content Perhaps one of the most important pieces of data, GA can let you know what content “performed the best” on your site. “Performed the best” simply means which page got the most pageviews or visits.“Content”, however, is an interesting word. It can mean the actual images of your art, or it can mean video or a blog post on your site. Google Analytics could ultimately tell you which artworks were receiving the most visits – e.g. which piece is most popular since the piece is technically content according to the Internet. If you were a gallery director, GA could tell you which artists were receiving the most visits – e.g. which artists received more traffic because technically any artist bios would be considered content. The same goes for other art professionals – what brochures, event pages, blog posts, resumes, etc. were more popular on your site? Because all of these things are considered “content”, and GA can tell you all of those things.
- What is linked to my website?Traffic SourcesOrganic vs referral vs directHow did they get there?Organic traffic sourcesSearch engines like Google.comReferral traffic sourcesVisitors referred by links on other websitesi.e. Blogs, online publications, social mediaDirect traffic sourcesTyped in the URL directlyThe second most important thing that Google can tell you is how people found you in the first place. In marketing, we call it “traffic source.” But there’s three different types of traffic: organic, referral, and direct. One of the toughest things as an artist is to keep track of all of your publications. When someone writes about you or your show or your gallery and they linked to your website, wouldn’t you want to know? Wouldn’t you also want to know how many people came to the site because another website linked to you? GA can tell you all of that. Organic traffic is the easiest to understand: did someone search for you and find your website that way? If they did, which search engine, and how many visitors came through that search engine?Referral is my personal favorite traffic source because it’s going to give you all of the details. What website linked to yours? This includes other websites and blogs and social media. With social media specifically, I know for a fact that Facebook and LinkedIn are going to give my website more visitors. I can double-check my conclusions with GA. If I’m ever wrong, or if for some reason another social media channel is giving me more visitors, then I’ll focus all of my social media efforts on that social media channel.Direct traffic is also pretty easy – it basically says “who’s just typing your website into the address bar?”Overall – it’s important to know how people are accessing your site, and this is true for all professions. If most of your traffic is coming from organic searches, then you might want to focus on search engine optimization or “SEO”. If you get a ton of referral traffic, focus your energies on making that referral traffic even better.Are there any questions so far? I’m now going to hand it off to Tomer – he’s going to a Google Analytics drill-down