Google Confidential and Proprietary
Google Confidential and Proprietary
WEB ANALYTICS BOOTCAMP
Jorge Quiroga Digital Marketing Strategist Google Web Analytics Guru [email protected] twitter: jorgeAquiroga #googleanalyticsbogota www.latamdigital.com
Junio 25 – 28 2012 Bogotá
Google Confidential and Proprietary 3 Google confidential
¡Bienvenidos!
• Propósito: formar gurús de Google Analytics en cada una de las agencias de publicidad, centrales de medios, creativas, digitales, etc…
• Esto no es una conferencia ¡es un bootcamp! • Felicidad = que cada uno de ustedes pueda tomar y pase el Google
Analytics Individual Qualification Exam • Felicidad = que cada uno de ustedes
tenga un proyecto de Analytics con un cliente y se vuelvan el/la líder de analytics en sus empresas
• ¿Expectativas? • Sitio DEMO
Google Confidential and Proprietary
Web Analytics 2.0
Jorge Quiroga Digital Marketing Strategist Google Web Analytics Guru
Google Confidential and Proprietary
Google Confidential and Proprietary
Los weblogs de los ‘90
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Más bonito, sí. ¿Están tomando mejores decisiones?
Google Confidential and Proprietary 8
4 problemas estructurales
de negocio
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CLICKS
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Para conocer una modelo en tu ciudad, has
999 Visitas:
Google Confidential and Proprietary
Para conocer una modelo en tu ciudad, has
1000 Visitas:
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DATOS AGREGADOS
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%Conversión = ConversionesVisit an tesÚnicos
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ego- cen- trísmo
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MIMOS
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Manes con Ideas y MayOr Salario
MiMOS
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?
Google Confidential and Proprietary
¿Sorprendido con la falta de éxito?
• Están midiendo sólo clicks
• Intentando encontrar información valiosa con datos agregados
• Con datos que sólo están midiendo lo que USTEDES están haciendo
• Y resolviendo el problema para los mimos
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SOLUCIONES
Google Confidential and Proprietary
Clickstream
Insights
Clickstream
Insights
Web Analytics 1.0
Google Confidential and Proprietary
Clickstream
Insights
Clickstream
Análisis por objetivos
Experimentos y Pruebas
La Voz del usuario
Inteligencia Competitiva
Insights
Web Analytics 2.0
Qué pasó
que tanto
por qué
qué más
lo que buscamos
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smart CLICKSTREAM
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ANÁLISIS POR OBJETIVOS
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Google Confidential and Proprietary
Visión 360
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Seguimiento de campañas offline
33 Photo: http://flickr.com/photos/36824782@N00/93740004
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Utilizamos “Vanity URLs”
www.misitio.com/MySale
Redirige a
34
Dimension Valor Source Impreso Medium Ad Campaign Oferta ElTiempo Ene 2011 Ad Content Aviso Full Página
http://www.misitio.com/landingpage.html?utm_source=impreso&utm_medium=ad&utm_campaign=Oferta+ElTiempo+Ene+2011&utm_content=Aviso+Full+Página
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Comparar la eficiencia de múltiples canales
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Seguimiento de Objetivos (Conversiones)
36 36
1. Aumentan Ingresos
2. Disminuyen Costos
3. Aumentan la satisfacción del cliente y/o su lealtad
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Conectando Objetivos de negocio con Objetivos de Web Analytics
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Experimentar
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1. Get involved Image 2. Family Image 3. Change Image 4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Google Confidential and Proprietary
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Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Resultados
Google Confidential and Proprietary
Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Resultados
Google Confidential and Proprietary
Email Subscriptions
Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Resultados
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Experimento sobre el Botón Donaciones
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Variations Never
Signed Up Signed Up,
Never Donated Previously Donated
0.0% 0.0% 0.0%
+2.3% +27.8% +16.3%
-27.8% N/A N/A
+15.2% -24.6% +11.9%
+8.5% +2.9% +18.4%
Experimento sobre el Botón Donaciones
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LA VOZ DEL
USUARIO
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Tres preguntas claves
57
1. “¿Por qué está aquí?”
2. “¿Pudo lograr su objetivo con esta visita?”
3. “Si no logró su objetivo ¿por qué fue?”
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Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no? Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieran Sí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poder Si, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahora Desesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entonces Sí, me encanta, ahora, si tan solo, yo, yo, hagan esto por mi, y ahora Si, no, esto, y ahora, lo otro, dónde está, por qué no, me encanta Sí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora
Google Confidential and Proprietary 59
Sí, no, hagan esto, lo otro, si es así, yo, yo, ahora, por qué no? Sí, no, eso, si tan solo, yo , yo, hagan esto por mi, si tuvieran Sí, estoy tratando, esto, lo otro, si, yo, yo, ahora, quiero ya poder Si, no, esto, si solo, lo otro, yo, yo, me encanta, por qué no, ahora Desesperante, no, esto, lo otro, yo, yo, por qué no, ahora, y entonces Sí, me encanta, ahora, si tan solo, yo, yo, que idiotez, y ahora Si, no, esto, y ahora, lo otro, dónde está, por qué no, me encanta Sí, sí, esto, y ahora, por fin pude, esto, yo, yo, me encanta, ahora
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INTELIGENCIA COMPETITIVA
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Google Confidential and Proprietary
Herramientas Inteligencia Competitiva
62
Google Confidential and Proprietary
Clickstream
Insights
Clickstream
Análisis por objetivos
Experimentos y Pruebas
La Voz del usuario
Inteligencia Competitiva
Insights
Web Analytics 2.0
2
3
4
1
5
Google analytics
google analytics
google website optimizer
SURVEY MONKEY
¿mala memoria?
usted
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¿ES MUCHO TRABAJO?
sí…
Google Confidential and Proprietary
Google Confidential and Proprietary
¡Gracias! ¿Preguntas? Jorge A. Quiroga Account Strategist – Web Analytics Guru twitter: @jorgeaquiroga blog: www.latamdigital.com
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Taller
a. Análisis por Objetivos a. ¿Cuales son los objetivos con este site? b. ¿Qué métricas definirián para medir el cumplimiento de
los objetivos? c. ¿Está alineada la estructura del site con los objetivos? d. ¿Cuales son las diferentes audiencias que puede tener
el site y cuales serían los objetivos de cada una?
b. Experimentación y Pruebas a. ¿Cómo diseñaría un experimento para este site? (Tipo
de experimento, variaciones y métricas)
c. La voz del usuario a. ¿Cuales son las tres preguntas que le haría a sus
visitantes?
d. Inteligencia Competitiva a. ¿Qué métricas quisieran ver de inteligencia
competitiva? b. ¿Qué decisiones tomaría con estas métricas?
Google Confidential and Proprietary
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2008
50% of the top 1,000 sites* has Google Analytics installed
Key milestones
2005 Custom Reports
Advanced Segments
Google Analytics v3 Making accessible
enterprise features to everyone
Moving analytics from the backroom to the boardroom
Google Analytics v2
Making analytics more intelligent
Google Analytics v4
Google buys Urchin Software
Google Analytics v1 Democratizing
advanced analytics to the masses
2007 2009
Closed pilot launches Google Analytics Premium
Google Analytics v5 Faster access to insight
Multiple dashboards Events as goals
Term cloud visualization
Re-design Pervasive use
*Source: Alexa Internet Inc.
2011
Open to the public! Google Analytics Premium
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Am I creating effective content?
How can I make my marketing campaigns more effective &
accountable?
A tool for answering business questions
*
Where and why are visitors abandoning my shopping
cart?
How are users engaging
with my site?
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An intuitive and powerful tool
*
Clean, simple interface leads to a short learning curve and wide-spread use throughout an organization.
Dynamic help content to guide users to an accurate understanding of what they’re looking at.
Advanced analysis functions at your fingertips.
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Geographic reporting
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Advanced Segments allow you to isolate and analyze specific kinds of traffic
Advanced segmentation
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Custom Reports allow you to create reports showing exactly the information you want to see.
Custom reporting
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Link up AdWords and Analytics for more robust campaign reporting Easy AdWords reporting integration
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Easily tag campaigns to track all online media consistently Custom campaign tracking
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Multi-channel funnel reports
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Custom dashboards
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Track goals, transactions and valuable visitor activities Goal tracking & eCommerce reporting
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Track user engagement within a webpage Event tracking
*
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Visualize how users navigate through your site and your goal paths
Visitors and goal flow
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See what’s happening on a site right now Real-time reporting
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Let Google Analytics show you what’s important Intelligence reports
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Why we developed GA Premium Responding to customer feedback
I have a complex site that gets lots of traffic and need a great implementation that supports my hit volume.
I need reassurances my data is accurate and up-to-date and the UI is always available.
I want to see and export unsampled data.
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More Data, guarantees service and world class support - all for an annual flat rate of $150K
What is it?
Dedicated support
Processing power
SLAs
Advanced analysis tools
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Collect and analyze more data with the guarantee that metrics are processed multiple times a day, without data sampling
More processing power
*
Accelerated Reporting:Data fresh in the UI to 4 hours on standard reports
Lifted Data Limits:Lifted data collection limits of up to 1 billion hits per month
Unsampled Reports:Access significantly larger data volumes directly from GA
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Site activity will be reliably recorded and available at all times. We guarantee uptime, and we’ll compensate if we don’t deliver.
Service level agreements & contract
*
SLA on collection: 99.9% in any calendar month
Guarantees on reporting: 99% in any calendar month
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Account management and technical support ensure customers get maximum value from Google Analytics. Our support package has four parts:
Dedicated service & support
*
A dedicated account manager is assigned to coordinate with internal resources and ensures service satisfaction.
Implementation Specialists audit existing Google Analytics Installations or create implementation guides from scratch.
Ongoing Technical Support via email or phone. 24/7 support is available for critical issues.
Training is provided for marketers, business analysts and technical staff, customized to the client’s needs.
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Millions of rows of unsampled data Unsampled reports
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50 custom variables provide deeper insights and granular analysis about site usage
Increased custom variables
1 6 11 16 21 26 31 36 41 46
2 7 12 17 22 27 32 37 42 47
3 8 13 18 23 28 33 38 43 48
4 9 14 19 24 29 34 39 44 49
5 10 15 20 25 30 35 40 45 50
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Multi-channel attribution modeling tool
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More flexible and granular controls
Improved access control lists
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Key Differences Premium vs. Free
Free Version Premium
Greater Data Processing More Data Monthly Hits 10 million per month 1 billion+ per month
Sampling Limit 500,000 visits 50 million visits
Data Freshness 24 hours 4 hours or less
Profile Limit 50 100+
Rows Available for Export 50,000 (in UI) 1,000,000 (for download)
Flexible and Customizable Reporting Features
Attribution Modeling n/a
More Custom Variables 5 50
24/7 World Class Support Implementation Review and Services
n/a
Dedicated Account Management
n/a
Technical Support Help Desk
n/a
Service Level Agreements Reporting n/a 99%
Data Collection n/a 99.9%
Processing Time n/a Within 4 hours, 98% of the time
✔
✔
✔
✔
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Google Analytics Interface Map
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It is a complicated interface…
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Casos de uso del código
Implementación
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Standard Google Analytics Snippet
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_setAccount() Sets the web property ID _trackPageview() Sends info to servers
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Subdomain Tracking
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_setAccount() Sets the web property ID _trackPageview() Sends info to servers _setDomainName() Sets the domain hash
Purpose To track multiple subdomains (i.e. ‘www’ or ‘shop’) across one domain
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Cross domain Tracking
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_setAccount() Sets the web property ID _trackPageview() Sends info to servers _setDomainName() Sets the domain hash _setAllowLinker() Tells GA to look for cookies _link() OR linkByPost() Appends cookies to URL
Purpose To track one visitor across multiple domains
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Virtual Pageviews
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_trackPageview Tells GA how to report the pageview
Purpose To track non-pageload events OR to rename the URL
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Event Tracking
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_trackEvent Sends info to Servers category Required field action Required field Label, value and interaction Optional fields
Purpose To gather additional reporting for non-pageview events
Google Confidential and Proprietary
http://goo.gl/HhyX8
GA UI Overview + Implementation Guide