Putting data insights into practice

Confidential & ProprietaryConfidential & Proprietary

Acting on Data Insights Akceleračné školenie I., 23. 2. 2016 BratislavaPavel Jašek (@paveljasek, Google Czech Republic)

Peter Jakuš, Pavol Adamčák, Marián Zeleniak (@peterjakus, @PavolAdamcak, @marianzeleniak, ui42)

Confidential & Proprietary

Proprietary + Confidential

WebDataCampaignCustomerMarketProduct

Analytics



There are many definitions and approaches to web analytics.

Find your proper way of using these tools, techniques, reports and analyses for your project.



1. Understanding what works

2. Improving areas that don’t work

3. Prioritizing engaging content

4. Calculating the value

5. Improving business results

6. Justify decisions and investments

Why do you measure your web?



Many areas to use data efficiently

Usability and User Experience

Persuadability, Conversion Rate Optimization

Content

Marketing campaigns

Products



The way from data to money

Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/



Various approaches to use Google Analytics

Reporting the results and evaluating goals and targets

Better focus of our activities

Finding above-the-average results (or below)

Tracking changes



Data analysis tells you WHAT and HOW something happened. Interpretation is up to you.

Research and testing tells you WHY that happens.


Questions in Web Analytics

Who visits the website?

How do they behave on the website?

Where do people come from?

Does to web work OK for our users?


How many sessions do you get per day?

Is the traffic from new users or your loyal ones?

What demography and interest categories do your customers fit in?

What device are your users using?

Who visits the website?


What is the first action they perform?

Are they landing on pages deep in the structure?

What is the most visited category?

Are they using all interactions on product details?

How many times they visit the website after a registration?

Is there an issue with site navigation?

Do they visit different pages from mobile and desktop?

What are they searching for in an internal search tool?

How do the users behave on your website?


Questions on marketing campaigns

How many session came from marketing campaigns?

How did they behave after arriving on the website?

How many converted? What was the revenue from paid campaigns?

Which campaigns assisted in conversions?

What sources bring the most valuable customers?

Which creatives support goal fulfilment the best?

How long does it take for your users to convert?

Which landing pages could perform better?


Technical questions

Is the web fast enough?

What pages are too slow for the user? For the browser?

Should the website be optimized for Internet Explorer 6? 7? 8?

What errors are shown to your users? Does that matter?

What internal search terms lead to poor results?


Workshop


Check the data quality of your transactions and revenues in Google Analytics.


Data Quality1. Check overall number of transactions against your e-commerce platform

2. Compare unique number of transactions


Compare conversion rates among Slovakia regions.


Use Location report1) Secondary dimension: Region; 2) Comparison view on table


What demography and interest categories do your customers fit in?


Demographics and Interests reportsIf you don’t see any data, follow these instructions.

https://support.google.com/analytics/answer/2799357?hl=en


Compare landing pages with the worst bounce rate and discover their traffic sources.


Landing Pages report1) Sort by Bounce rate; 2) Use Weighted sort


How many of your visits & transactions come from mobile? Has the ratio changed year over year?


Mobile Overview report Use keyboard shortcut: “dm dx” to compare last month year over year


Take orders with above average AOV. What traffic sources do they come from?


Comparing Advanced segments and traffic channels Apply these two segments for sessions above your average order value (you can edit the value from 38 EUR)

https://analytics.google.com/analytics/web/template?uid=tZWg7bugSt-gIQWM4XafDQ


How many users have purchased more than once in the last 90 days?


Comparing users with more transactionsUse these segments to compare performance from users that have purchased more than once in the selected time range. For comparing number of users, go to Audience overview.

https://analytics.google.com/analytics/web/template?uid=EVbz5cI0Qd64nNScAjJR-Q


Is the web fast enough?


Site Speed reportsRead how the data is collected.

Analyze your pages using PageSpeed Insights.

https://support.google.com/analytics/answer/1205784?hl=en

https://developers.google.com/speed/pagespeed/insights/



Recapitulation

Source: © Adobe, http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/


THANK YOU!