Embed Size (px)
Citation preview
August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
THE ANALYTICS SWISS ARMY KNIFE
Killer Consumer Insights
THOM CRAVERVP Development & IT
@ThomCraver
#CZLSF | @ThomCraver
@NINJASMARKETING
#CZLSF | @ThomCraver
@NINJASMARKETING
#CZLSF | @ThomCraver
@NINJASMARKETING
ALL KINDS OF DATA TO MINE
• Site Traffic Analysis
• Visitor Behavior
• Campaign Statistics
• Acquisition Channel
• Social Interaction
• Keyword Data
Bat AnalyticsComputer
#CZLSF | @ThomCraver
@NINJASMARKETING
PROBLEMS TO SOLVE
Visitor Behavior Clues
More Active Traffic
Google Penalties
Lack of Keyword Data
Growing Social Engagement
#CZLSF | @ThomCraver
@NINJASMARKETING
DATA ISN’T ALWAYS CLEARLY MARKED
#CZLSF | @ThomCraver
@NINJASMARKETING
SOMETIMES YOU NEED
TO THINK ON YOUR FEET
#CZLSF | @ThomCraver
@NINJASMARKETING
IT COMES DOWN TO TOOLS…
#CZLSF | @ThomCraver
@NINJASMARKETING
IT COMES DOWN TO TOOLS…
#CZLSF | @ThomCraver
@NINJASMARKETING
WHICH ANALYTICS DO YOU USE?
#CZLSF | @ThomCraver
@NINJASMARKETING
DATA DUMPING VS. REPORTING
#CZLSF | @ThomCraver
@NINJASMARKETING
SEGMENT DATA FOR MEANING
Campaign Performance
Social Interaction
Page Interaction
Penalty Discovery
About / Map Interaction
Logins / Membership
1965 1989 2008
#CZLSF | @ThomCraver
@NINJASMARKETING
TRACKING CAMPAIGNS
Tag ALL inbound links
(Google URL Builder)
Segment by:
Source
Campaign
Medium
Conversion
Non-conversion
behaviors
#CZLSF | @ThomCraver
@NINJASMARKETING
http://troni.me/GASocialDash
#CZLSF | @ThomCraver
@NINJASMARKETING
CONTENT & BEHAVIOR SEGMENTS
Buy on the 1st visit! Brand loyal to your message
#CZLSF | @ThomCraver
@NINJASMARKETING
BEEN HIT BY PENGUIN OR PANDA?
#CZLSF | @ThomCraver
@NINJASMARKETING
PENALTIES: SEGMENT FOR SEARCH
#CZLSF | @ThomCraver
@NINJASMARKETING
MAJESTIC SEO BACKLINKS
#CZLSF | @ThomCraver
@NINJASMARKETING
ATTRIBUTION MODEL TOOL
#CZLSF | @ThomCraver
@NINJASMARKETING
TIME LAG (LOOKBACK) MATTERS
#CZLSF | @ThomCraver
@NINJASMARKETING
KEYWORDS
#CZLSF | @ThomCraver
@NINJASMARKETING
SEMRUSH – KEYWORD RESEARCH
#CZLSF | @ThomCraver
@NINJASMARKETING
SPYFU – KEYWORD RESEARCH
#CZLSF | @ThomCraver
@NINJASMARKETING
#CZLSF | @ThomCraver
@NINJASMARKETING
KEYWORDS IN WEBMASTER TOOLS
#CZLSF | @ThomCraver
@NINJASMARKETING
IN-SITE SEARCH
#CZLSF | @ThomCraver
@NINJASMARKETING
SEARCH ORIGIN PAGES
#CZLSF | @ThomCraver
@NINJASMARKETING
SITE SEARCH IN GOOGLE ANALYTICS
#CZLSF | @ThomCraver
@NINJASMARKETING
SUMMING UP…
• ALWAYS Segment data for meaning
Source/Medium, Campaign, Dimensions
• Always tag inbound links
• Include multiple data sources
• Know the problem you’re solving for!
There’s a tool or segment for it…
#CZLSF | @ThomCraver
@NINJASMARKETING
#CZLSF | @ThomCraver
@NINJASMARKETING
@Thom Craverof
Internet marketing ninjas
imninjas.com@ninjasmarketing
