GH techniques

Digital analytics

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Dr. Tomislav Rozman, BICERO Ltd.for: enGaging project, www.engaging-project.eu

Digital analytics - because ignorance is not a bliss

“Digital Analytics is the analysis of visitor and buyer psychology, make it part of your process.”

Resources

Google Analytics Academy:https://analyticsacademy.withgoogle.com

You can use a DEMO account to play around with Google Analytics!

Why?

● without good analytics, 97% of inbound marketing campaigns fail*

● a good analytics setup enables you to make decisions using facts (not gut instinct)

● having Google Analytics is not enough

● if you don’t know how to effectively use your data, you’re back to gut instinct

*Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss

What kind of questions analytics can answer?

Basic questions as:

● What’s the traffic on my website?

● How long do they stay?

● Which pages are they looking at?

● Who are the visitors of my website

?(demographics, devices,...)

● How do my ads perform?

*Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss

Advanced questions as:

● Which of my marketing actions is

most expensive?

● What’s the cost for lead generation?

● What’s the sequence of the web

pages they visit?

● Where do visitors get lost before they

sign up?

● What are my best performing

channels?

● Who are the customers that are

getting stuck?

Measuring conversions

Using analytics you can measure:

Macro conversion (sell a product)

1. Great product / service + great business model

2. Social media marketing

3. Acquisition of users

4. Activation of users

5. Retention of users

6. Generate Revenue

Micro conversions (e.g.

newsletter sign-up, FB like,

G+ share...)

Source: https://blog.kissmetrics.com/analytics-ignorance-is-not-bliss

Do you remember the lean marketing funnel from the first slide set?

Where you can measure?

● User activity on a website

● User activity on a mobile website

● User activity on a mobile application

● User activity on a gaming console

● User activity on any digitally connected device

Source: https://support.google.com/analytics/answer/6080732

Simple, but effective framework: GQM

GQM = Goal, Question, Metric

Examples:

Goal (conceptual level) Question (operational level)

Metrics (quantitative level)

G1. Evaluate the effectiveness of marketing action

Q1.1 How much does it cost to acquire a new lead?

CostThe number of leadsCost / lead

... Q1.2 ... ...

Author of GQM: Victor Basili

Tools

Which tools you can use?

● Google Analytics, https://www.google.com/analytics/

● KISSMetrics, https://app.kissmetrics.com

● Mixpanel, Amplitude, Chartbeat, Go Squared

● FB Insights

● … and all other social media platforms

How do you start?

How do you start?

1. Websites: a. signup for an analytics platform and then

b. install tracking cookie / a piece of Javascript code to your site (e.g. Kissmetrics + any site) OR

c. automatically integrate - configure (Google Sites + Analytics) ORd. using plugins (e.g. Wordpress + Kissmetrics)

2. Social media: well, just click on analytics subsystem

Web Analytics 2.0

Source: http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/

Highest Paid Person Opinion

Before you start: prepare the analytics plan

Before you start - prepareThe process:

1. The Business Objectives/Goals. 2. Supporting Strategies & Tactics. 3. Identify the KPIs. T4. Choosing Segments (by marketing

channel, geography, audience) etc.5. Setting Targets.

Source: http://larrygmaguire.com/getting-started-with-google-analytics/

People:● Business Owner/ CEO● Senior Managers (Sales,

Marketing, Finance, IT, Customer Service etc.)

● Analytics Expert● 3rd Party Business Advisor

Prepare a plan for analytics 1/2Question Example Your answer

What is the business? Organic Street Food Ltd. ...

What are our business objectives? Creation of healthy, organic, quick, pre prepared meals for busy health conscious professionals

...

What are the strategies we will use to reach our

objectives/goals?

Prepare meals freshly each dayTake orders onlineTake orders via smartphone AppTake orders in-storeDelivery to office & homeProvide Kitchen LocatorBlog about healthy eating & nutrition

...

What indicators of progress do we wish to

measure?

Revenue generated onlineRevenue generated in storeAverage order valueQuantity of meals moved dailyNumber of visitors to our blog subscribe page on our siteNumber of referrals are achieved from our refer a friend schemeQuantity of recipie shares on Twitter & FacebookNumber of complaints we receive

...

Source: http://larrygmaguire.com/getting-started-with-google-analytics/

Prepare a plan for analytics 2/2Question Example Your answer

How do we want to segment (group) our KPIs? Geography (Locality)Marketing Channel (Search, Display, Social Media, Adwords)Customer TypeIndustryAgeNew vs Returning CustomerSources of Traffic

...

What are the targets we will set for our KPIs Assign measurement targets for the above KPIs and assign responsibility to the relevant department to gather the data in report form at regular intervals

...

Source: http://larrygmaguire.com/getting-started-with-google-analytics/

Google analytics

“If you can not measure it, you can not improve it.” – Sir William Thomson, First Baron Kelvin

How Google Analytics work

Collection of data from website / app / kiosk / POS

Processing(raw data → useful)

Configuration(e.g. filters)

Reportingvia www.google.com/analytics or API

It’s similar to pivot tables in Excel...

Except: the raw data is everything web browser reveals to the web server: e.g.:Date | Time | IP | Cookies info | Device information etc... → see next slide

Key metrics and dimensions

User

Session

Traffic Sources

Adwords

Goal Conversions

Platform or Device

Geo Network

System

Social Activities

Page Tracking

Content Grouping

Internal Search

Site Speed

App Tracking

Event Tracking

Ecommerce

Social Interactions

User Timings

Exceptions

Content Experiments

Custom Variables or Columns

Time

DoubleClick Campaign Manager

Audience

Adsense

Ad Exchange

DoubleClick for Publishers

DoubleClick for Publishers Backfill

Lifetime Value and Cohorts

Channel Grouping

Related Products

DoubleClick Bid Manager

DoubleClick Search

Source: https://developers.google.com/analytics/devguides/reporting/core/dimsmets

metric

dimension

Segmentation (core analysis techniques)

Segmentation allows you to isolate and analyze subsets of your data:

You can segment by:

● date and time (Are there any differences between week days?)

● by device (How mobile users behave VS desktop users?)

● by marketing channel (compare different marketing actions)

● by geography (which countries perform the best?)

● by customer characteristics (e.g. repeat visitor vs. first time visitor)

Assignment: Let’s play with the analytics

Analytics consoleTIME TO PLAY with demo account:https://analytics.google.com/analytics/web/demoAccount

Check:- how many visitors left after visiting 1 page- what is the average number of visited pages

Compare (add segments): - desktop vs mobile users- direct VS referral traffic

Check:- where do they come from?

Funnel visualization

Check:- funnel conversion rates

In page analyticsYou can check what is happening right now on your page (Chrome plugin for Google Analytics)

Check:- which links are most visited

Example: FB Analytics

What kind of analytics FB offers?

● FB page analytics

● FB Advert manager

Example: Slideshare analytics

Slideshare analytics

You can find out about:

● views

● social shares

● actions

● demographics

(countries)

● traffic sources

Traffic sources - where are my visitors coming from?

● Slideshare: ○ people find it by browsing (‘Related slides’)

● Direct○ Via direct links (e.g. if you send it by email)

● Search○ Slideshare own search engine

● Referrals○ Click on link on any web page (not Social)

● Social○ From LinkedIn, FB, Twitter and other social media

Slideshare demographics

● Limited usefulness of demographics

analysis

Should we translate our slides to RU language?

Может быть!

Example: Blogger analytics

Blogger - simple analytics

Blogger includes only

simple analytics, BUT: you

can integrate it with

Google Analytics easily

Thanks for your attention!

Are you interested in this project (enGAGING)?

1. Visit: www.engaging-project.eu or FB: https://www.facebook.com/EnGagingProject or Twitter https://twitter.com/engagingproject

2. Subscribe to the newsletter on the project web page (now we have your contact and we’ll spam you. Just kidding.)

3. Occasionally receive project newsletters (pretty boring, right?)4. Wait for the invitation for self-assessment test (a little better, right?)5. Wait for the online course about Gamification and Growth hacking (awesome,

right?)6. Become gamifier and growth-hacker (mind blowing, right?)

yes? no

Continue with pointless browsing :)

About the author (Tomislav Rozman)

E-mail: tomislav.rozman@bicero.com

Web page: www.bicero.com

LinkedIn: http://si.linkedin.com/in/tomislavrozman/

Twitter: https://twitter.com/tomirozman

FB: https://www.facebook.com/bicero

Slideshare: http://www.slideshare.net/tomirozman

Researchgate: https://www.researchgate.net/profile/Tomislav_Rozman

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