Bend WebCAM - Making Smarter Decisions with Google Analytics

Making Smarter Decisions with Google Analytics

Caleb Whitmore

@analyticspros

About Caleb

• Founder & CEO, Analytics Pros

• Founder, GAUGE the Google Analytics User Conference

• Founder, the Best Practices Conference

• On Twitter @analyticspros

I Wrote a book about Google Analytics

Get a copy: http://goo.gl/nKwPI

Our Services

Optimization

Platform

Optimization

Digital Measurement & Insights

• Data driven...

• Organic & Paid Search

• Social media

• Cross-channel optimization

• Attribution Modeling

• Data Analysis & Reporting

• User experience & key process analysis

• A/B testing

• Multivariate testing • Web + Mobile + Social

• Strategy + Implementation

• Governance & Administration

• Training

• Reporting, Analysis, Staffing

What We’ll Talk About

Even More Reports…

But do they really help us?

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

A Promise “Data and Analytics can make things better”

What Marketing Worked?

Can you tell which is better?

Failure? The 7 Causes of Digital Analytics Failure

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

What Can Be Done?

To NOT Fail

Digital Analytics Success Model

Strategy

Questions

Capability

Toolbox

Process

Insight

Analysis

Meaning

Answers

Action

Prioritization

Toolbox

Results

Strategy

Lifecycle Phases

Strategy & Planning

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

Goals: Align With Your Business

Business Goals

get the Data

Access

Ask the Right Questions

Ask Business Questions, NOT Metrics

Example

Metric Question

How many views to Page X?

Example

Metric Question

How many views to Page X?

Business Question

Which promoter is a better partner?

Business Goals

get the Data

Access

Business Goals

get the Data

Access

Business Goals

get the Data

Access

Business Goals

get the Data

Access

Capability

Implementation

Team: Get the Right Coverage

What’s Your Structure?

The Rockstar

Team Structure

The Business Strategist

Team Structure

The Super-Developer

Team Structure

The Data Miner

Let’s Go Dig Up

Some Data!

Team Structure

The Analysis Ninja

Team Structure

What’s Your Structure?

Team Structure

Insight & Action

Analysis & Optimization

Two Ways to Win

How did this

bucket get so

empty?

Action: Having The Right Toolbox

Google Analytics

CrazyEgg

www.4qsurvey.com

User Report

www.UserReport.com

Optimizely

Digital Analytics Success Model

Strategy

Questions

Capability

Toolbox

Process

Insight

Analysis

Meaning

Answers

Action

Prioritization

Toolbox

Results

7 Google Analytics Essentials

#1 Implementing GA What to do, and NOT do…

learned the hard way!

Plain Vanilla… It’s Not for You

The GA Tag Comes in Many Flavors

The Settings that Matter

• There are over 55 documented settings for the tag

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

This is Bad…

• If your website is www.zenithvineyard.com

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

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!

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

#2 Google Analytics Goals

Without a goal, what’s the point?

A “typical” Goal

Typical GA Goal

Goal Essentials

Goals with a Framework

Goal Examples: Simple Framework

Related Resources on Goals

• Caleb’s goal planning worksheet: http://goo.gl/Ivcxm

• Great blog post by Avinash Kaushik: http://goo.gl/gpLD4

#3 Campaign Tagging

Traffic Source Identification

Traffic Source Segmentation

• Screenshot showing traffic source data mediums report with +/- view

Identify Traffic Sources Against…

• Goals

• Transactions

• Landing pages

• Campaigns by Geography

• Everything!

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

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

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”

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

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.

URL Builder

A Better URL Builder

• Excel-based

• Automate the process

• Ensure consistency

Get it here: http://goo.gl/qpzDF

#4 Segmentation

Going beneath the surface of your data

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

Standard Report, No Drilldown

What’s the cause?

Standard Report w/Drilldown

Organic & Referral Spiked

Secondary Dimension Segmentation

Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?

Secondary Dimension Segmentation

Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?

Pivot Segmentation

#5 Geographic Analysis

Where Your Customers Are

Geography

Default graphic weighted by Visits

Geography

Change color weighting to use another metric

#6 Technology Analysis

From Your Customers’ Perspective

Internet Explorer Analysis

• Bounce Rates for IE versions vary wildly

• IE 9.0 users really have a hard time

Other Technology Analysis

• Analyze goal and experience factors

– Conversion rates

– Time on Site

– Pages/Visit

• Analyze other technical factors:

– Screen Resolution

Screen Sizes Report

Screen Resolution Example

Example report using Next Analytics for Excel plug-in: http://goo.gl/fAkTm

#7 Entrance Point Analysis

Where’s the Front Door?

Entrance Point Analysis

• Your website’s “front door” is probably NOT the main point of entrance

Where Do People Enter?

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?

Entrance Point Impact on Key Metrics

• Custom Report showing landing page key metrics

The Latest and Greatest

What’s New in Google Analytics

that you should be using

Real-Time Reports

What can Real-Time do?

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/remarketing.html

Remarketing Lists in GA

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

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

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

Attribution Modeling

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

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

Why Think About Premium?

• Do potential gains exceed the required investment?

• Does your scale require more data – 10mm+ hits/month – 500k+ visits/month

• Do you need SLA assurances & support?

• More at www.gopremium.biz

”We didn’t realize how many answers

to our questions were already buried in

our data until we partnered with

Analytics Pros to implement Google

Analytics Premium.”

- EJ Kalafarski, VP of Product,

Onswipe

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

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

Report Shortcuts

• http://analytics.blogspot.com/2012/08/get-to-your-data-faster-announcing.html

Android App for GA Reports

• http://analytics.blogspot.com/2012/06/data-at-your-fingertips-announcing.html

Google Docs Integration

• http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html

Thanks Questions?

Caleb Whitmore @analyticspros

Bend WebCAM - Making Smarter Decisions with Google Analytics

Documents

Active WebCam Manual

ASTRONOMÍA CON WEBCAM

Astro webcam 2004_alexsanchez

Astrofotografia Con Webcam

Linux Webcam

Webcam mod3

Hd Webcam c270

HP WEBCAM HD 5210 USER’S GUIDEh10032. · HP Webcam HD 5210 User’s Guide 1 Webcam Overview Congratulations on purchasing the HP Webcam HD 5210. Your webcam includes the following

Webcam Presentation

HP WEBCAM 4100 HP WEBCAM 4110 USER’S GUIDEh10032. · The CD that comes with your webcam includes the following software: Webcam drivers. Enables your webcam to operate with optimum

CÀMERA I WEBCAM

Webcam photo software

Webcam Con Matlab

webcam untuk mikroskop

Pinterest Effect - Andy Melchior - Bend WebCam

Webcam Games

Webcam ppt

WebCam CMOS

Hardware webcam merilu

WEBCAM CONFERENCE