Google Analytics:Finding Answers to the Right Questions

Jessica KrywosaDirector of Web CommunicationSuffolk University, Boston9.13.10

What We're Covering...

● Web Analytics Strategy

● Key Google Analytics Tools

● Trends & Campaign Tracking

● Moving Forward

Web Analytics Strategy

Data Without Action Is Meaningless

Creating & Planning a Strategy

● What are we looking for?

● Trends to benchmark/monitor

● Email and Ad Campaigns

● Social Media Tracking

● What Will We Do

What are you Addressing

● Departmental Goals

● Reporting To Others

● University Strategy

● One Man/Woman Show

Which Analytic Measurements Matter

Campaigns

● Geographic● Organic Referrals● Mobile Traffic● Engagement● Navigation

● Email● SEM● Social Media● Conversions● Navigation

Trends

'Hits', 'Visits' & 'Traffic' Are Meaningless

Choose Meaningful Goals

● Bounce & Exit Rates

● Time on Site + Number of Pages

● Referral Source + Time on Site

● Conversions Based on Campaign/Source

● Year Over Year/Month Over Month Trends

Strategic Goals Fulfill Your Web Communication Needs

Report on The Strategy

● Monthly & Quarterly Trends/Campaigns

● More Frequent for Time Sensitive

● Know the Audience & Educate

● Short and Sweet, Automate, Share Access

● Make Actionable Recommendations

Google Analytics Tools

Beginning Google Analytics

● Dashboard

● Visitors

● Traffic Sources

● Content

● Date Range

Sample Dashboard

Visitors

Traffic Sources

Content

Date Range

Deeper Google Analytics

● Advanced Segments

● Goals

● Profiles & Filters�

● Navigation Summary

● Automated Reports

Advanced Segments

Create Advanced Segments

Goals

Creating a 'Goal' in Google Analytics

Profiles & Filters

Navigation Summary

Automated Reports

Trends & Campaign Tracking

Campaign Tracking

● URL Builder

● Conversions

● Adjust Campaigns

● Test A/B

Trends

● Traffic Hot Spots

● Date Ranges

● Mobile Trends

● Segmentation Traffic

● Asset Management

● Social Media

Moving It Forward

Take Action

● Make Changes to Web Content/Navigation

● Change Email/SEM Campaigns

● Adjust Social Media

● Target What Works

Working Across Campus

● Educate, Educate, Educate

● Share Reports

● Discuss Campaigns, Work Together

● Be Aware of New Content/Navigation

● Monitor Trends

Thank You - Q & A

@jesskrykrywosa.comdoteduguru.com