big data for the rest of us

ANALYTICS…and what they can do for us

BIG DATA FOR THE REST OF USGoogle Analytics can provide business insights, not just SEO insights.

About UsHaden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents.

WWW.HADENINTERACTIVE.COMHaden InteractiveAddress: 1337 E. Ash, Fayetteville, ARPhone: 479.966.9761Email: info@hadeninteractive.com

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Our Team

John Doe

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Meet us at www.hadeninteractive.com

Say thanks to our sponsors!

A corpus of data too big to handle with low-tech tools.

•20th Century: Big companies had access to Big Data.•21st Century: We all have access to Big Data.

…sort of.

Big Data

We have relatively greater access

Extrapolate from large public data sets to our own population.

Crowdsource questions and tolerate low accuracy.

Pay for relevant data sets and reports. $499…$45,000

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• It’s free.• It captures and analyzes your data.• It shows more than just web traffic.

An Alternative: Google Analytics

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Big data collection and analysis tool with the power to provide business insights.

Example #1: A CPG Manufacturer

Web traffic increases, but sales don’t. What’s up?

• Identify a signal of intent to buy. • Measure increase in that signal.• Discover that only 35% of visitors have

access. • This is a distribution, not a marketing

issue.

Example #2: B2B E-Commerce

Looks like bing brings big spenders.Should we optimize for bing?

• Bing visitors don’t have a higher conversion rate and they’re searching for the company name.

• We’re seeing a different pattern. • Visits from corporate centers

followed by same-city purchases.• Develop partnership with the

corporation.

Are we theorizing beyond the facts?

Who’s visited?Executive office of the president:Visits: 17Unique Visitors: 12Pageviews: 77

Senate.gov:Visits: 29Unique Visitors: 23Pageviews: 139

House.govVisits: 336Unique Visitors: 70Pageviews: 1,939

Example #3: Thought Leader

Are we influencing people, or just getting traffic?How do we know?

We can say confidently: this is not typical.

But how many auto accidents are there on an average weekend?

You need enough data to know what’s average and what’s awesome.

Avoiding the Memorial Day Fallacy

News shows always report the number of auto accidents over Memorial Day weekend…

The other part of the problem: what do we do with the data?

“What clients really want to see…”

How do we find actionable data?

Use your business goals to plan your analytics configuration.•Brand awareness?•Thought leadership?•Sales?•Market research?•Leads?

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You have to capture the data in order to be able to use it. No going back in time.

• Identify a customer behavior.• Identify an online action that

shows the behavior or a sign of intention.

• Make sure your website offers a way to track the behavior:

• A URL visited• A length of time on site.• An item downloaded.

• Set up a goal in Google Analytics.

Once you identify a goal…

Set up a goal in Google Analytics

Describe your goal

Add goal details and create goal

Segments

Set up a segment

Once we understand consumer behavior, we should respond to the insights.•Make changes at the website to encourage the behaviors we want to increase.•Fix areas of confusion or abandonment.•Use what we learn about visitor acquisition to make the best allocation of resources.Continue to monitor and respond, because things change.

Then what?

Google tools that give us insights beyond our own sites

Google Webmaster Tools

Ngram Viewer

Google Trends

Thank you for your attention !@REBECCAHADEN

REBECCA@HADENINTERACTIVE.COM

WWW.HADENINTERACTIVE.COM