marketing analytics masterclass april 2017
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Welcome, House Keeping & Social
Carol Magill FCIM Ireland Network Manager @@CIMinfo_Ireland#CIMIreland
http://regions.cim.co.uk/Ireland/home
Future Events Marketing on a shoe string 15 June – 10am - Belfast – OPEN Now
Responding to online reviews 31 July – 10am – Belfast – Coming soon.
Become an Ambassador
April 2017
ANALYTICS MASTERCLASSCIM - BELFAST
STEVEN PARKER
STEVEN PARKERMANAGING DIRECTOR
DIGITAL ALLIES
•WORKING IN DIGITAL FOR 10+ YEARS• SPECIALISED IN SEARCH AND ANALYTICS FOR 8• CHARTERED INSTITUTE OF MARKETING TUTOR• LECTURER FOR DIGITAL MARKETING INSTITUTE•@StevenParkerSEO or @DigitalAllies
JOHN CAVE
JOHN CAVEDIRECTORBIDDIBLE
•WORKING IN DIGITAL FOR 10+ YEARS• SPECIALISED IN PAID AND ANALYTICS FOR 9• GOOGLE TOP TIER AGENCY•@biddible
RUNNING ORDER
RUNNING ORDER
What is analytics anyway?What is a measurement plan and why should you bother?What is attribution modelling and why you should care?Google AnalyticsAn introduction to Google Analytics suite of productsGoogle Tag ManagerGoogle Data StudioGoogle Optimize
QUESTIONS TO ASK
1. WHAT DO VISITORS SEARCH YOUR SITE FOR?
2. HOW MANY PAGES DOES IT TAKE TO CONVERT?
3. ARE YOU TAGGING ALL YOUR CAMPAIGNS?
4. WHAT ARE YOUR TOP PERFORMING PRODUCT
CATEGORIES?
LETS GET TO KNOW GOOGLE ANALYTICS
WHAT IS ANALYTICS?
“The price of light is less than the cost of darkness”
Google Analytics shows you how people found yoursite, how they explored it, and how you can enhance
their visitor experience.
WHAT IS ANALYTICS?
With this information, you canimprove your website return on investment, increaseconversions, and be more effective on the internet.
WHAT IS ANALYTICS?
WHO SHOULD USE IT?
EVERYONE!
WHO SHOULD USE IT?
• All departments within your business• Marketing to C-level executives.• Basic Level to top line metrics• Acts as a window into site perfomance
WHY USE ANALYTICS?
WHY USE ANALYTICS?
• To understand what IS working• More importantly, to identify what IS NOT working• To improve what is not working• To justify and encourage investment• To calculate value
Analytics creates the ‘narrative’ behind your data, giving you valuable insights to enhance
business performance.
WHY USE ANALYTICS?
• Who are your users?• How do web visitors behave compared to purchasers?• What brought them to the site?• Where do they live?• How does this compare year on year?• What impact did the investment into our digital
marketing strategy have?• Why have sales dropped off?
WHAT CAN IT TELL YOU?
WHAT DOES IT COVER?
WHAT DOES IT COVER?
BEHAVIOUR
WHAT?
ACQUISITIONAUDIENCE
WHERE?WHO?
CONVERSION
HOW?
HOW DOES IT WORK?
HOW DOES IT WORK?
HOW DOES IT WORK?
HIT
3.
Google Analytics code fires a hit to
Google Servers
NAVIGATIONINTENT
2.1.
User chooses most appropriate
destination based on intent and navigates
to a page or site
User expresses intent to perform a search or
visit a particular website/page
TRACKING
4.
Data is shown in Google Analytics in
quasi-real-time
WHAT IS A HIT?
A hit is defined as:
Pageview Event Social Interacton Ecommerce
500 hits per session200,000 hits per user per day
10,000,000 hits per property per month20 hit throttle limit
HIT LIMITS
COOKIES
COOKIES
Cookies are usually small text files, given ID tags that are stored on your computer's browser directory or program data subfolders.
Cookies are created when you use your browser to visit a website that uses cookies to keep track of your movements within the site, help you resume where you left off, remember your registered login, theme selection, preferences, and other customization functions.
WEB COOKIES
UrchinAnalytics
2005
“urchin.js”
AnalyticsSynchronous
2007
“pageTracker”“ga.js”
AnalyticsAsynchronous
2009
“gaq.push”“ga.js”
AnalyticsDisplay
Advertising
2012
“dc.js”
Universal
2013
“analytics.js”
TagManager
2012/17
“GTM”
ANALYTICS VERSIONS
Unless you can’t due to development restrictions, always use analytics.js or Google Tag Manager.
This ensures you get all the latest capabilities and functionality Google Analytics offers.
Plus, Google Tag Manager is an awesome way to expand on what/how you track your data!
WHICH SHOULD YOU USE?
KEY TERMS
• Landing Page – The page which a user enters the site. • Page Views – The number of pages viewed within one session.• Bounce Rate – The rate which users leave the landing page
without navigating to another page.• Exit Page – The page from which a user leaves the site.• Conversion – A desired course of action such as transaction or
download.• Goal – Measuring a specific action which is set by the
business.
KEY TERMINOLOGY
METRICS & DIMENSIONS
400+
DIMENSIONS
DESCRIBE
Example Dimensions
• Keyword• City• Browser• Channel• Page
DIMENSIONS
METRICS
MEASURE
Example Metrics
• Sessions• Users• Pageviews• Bounce Rate• Average Session Duration
METRICS
USERS, SESSIONS & PAGEVIEWS
1User
1Session
3Pageviews
USERS, SESSIONS & PAGEVIEWS
1User
2 Sessions
6 Pageviews
USERS, SESSIONS & PAGEVIEWS
SOURCE & MEDIUM
Source = GoogleMedium = Organic
SOURCE & MEDIUM
Source = bbc.co.ukMedium = Referral
SOURCE & MEDIUM
DURATION
Page 1Visit Time: 10:00 am
Page 2Visit Time: 10:01 am
10:01am – 10:00am = 1 Minute Session Duration
DURATION METRICS
Page 1Visit Time: 10:00 am
? – 10:00am = ???? Minute Session Duration
DURATION METRICS
USEFUL TIPS
USEFUL TIP – MORTAR BOARDS
USEFUL TIP – ANNOTATIONS
MEASUREMENT PLAN
MEASUREMENT PLAN
In a nutshell, a measurement plan is a document that translates your top-line business objectives into
metrics and dimensions you can measure on your website. It provides a framework not only for a
customised configuration of your web analytics, but also forms a vital part of your wider digital
marketing strategy.
MEASUREMENT PLAN
What are the business/campaign objectives?Which channels are you going to utilise to achieve this?
What will determine success?What are the key dimensions and metrics to track?
MEASUREMENT PLAN
OBJECTIVE – Increased Brand AwarenessCHANNELS – SEO, PPC and Social MediaKPI’s – Gain new customers and increase visibilityMETRICS - % new v returning visitorsOrganic Impressions in Google Search ConsoleIncreased referral trafficIncreased Social trafficIncrease social media impressionsNewsletter/blog subscriptions
ATTRIBUTION MODELS
ATTRIBUTION MODELS
An attribution model is the rule, or set of rules, that determines how credit for sales, leads and conversions is
assigned to touchpoints in conversion paths.
ATTRIBUTION MODELS
There are 8 attribution models within Analytics and whilst most work with the Last Interaction Model, it’s
not always the most effective.
ATTRIBUTION MODELS
Last Interaction
ATTRIBUTION MODELS
Last ‘Non Direct’ click
ATTRIBUTION MODELS
Last AdWords click
ATTRIBUTION MODELS
First Interaction
ATTRIBUTION MODELS
Linear
ATTRIBUTION MODELS
Time Decay
ATTRIBUTION MODELS
Position Based
ATTRIBUTION MODELS
Custom
COFFEE BREAK
NAVIGATING THE REPORTS
REAL TIME
REAL TIME OVERVIEW
AUDIENCE
• Demographics• Geography• Behaviour• Technology• Mobile
AUDIENCE OVERVIEW
AUDIENCE OVERVIEW
DEMOGRAPHICS
AUDIENCE INTERESTS
GEOGRAPHY
BROWSER
OPERATING SYSTEM
DEVICE
MOBILE DEVICE
BUILDING AN AUDIENCE
BENCHMARKING
BENCHMARKING
ACQUISITION
• Source/Medium vs. Channels• Adwords• SEO –Search Console• Social• Campaigns
ACQUISITION OVERVIEW
CHANNELS
SOURCE / MEDIUM
ADWORDS
SEARCH CONSOLE
SEARCH CONSOLE
URLBuilder:https://support.google.com/analytics/answer/1033867?hl=en
CAMPAIGNS
BEHAVIOUR
• Site Content• Site Speed• Site Search• Events
BEHAVIOUR OVERVIEW
BEHAVIOUR OVERVIEW
ALL PAGES
LANDING PAGES
EXIT PAGES
PAGE LOAD TIME
EVENTS
CONVERSIONS
• Goals• Ecommerce• Multi Touch Attribution
CONVERSIONS OVERVIEW
CONVERSION GOALS
CONVERSION GOALS
ECOMMERCE DATA
ECOMMERCE DATA
MULTI-TOUCH
GOOD TO KNOW
REPORTING OPTIONS & REFINEMENTS
REPORT VARIATIONS
CHANGE PRIMARY DIMENSION
SECONDARY DIMENSIONS
DASHBOARDS
SEGMENTS & CUSTOM SEGMENTS
FILTERS
DATA STUDIO
WHAT IS DATA STUDIO?
Google Data Studio turns your data into informative dashboards and reports that are easy to read, easy to
share, and are fully customisable.
DATA STUDIO
FILTERS
TAG MANAGER
WHAT IS TAG MANAGER
GTM = Google Tag Manager
Google Tag Manager is exactly that – a tag management tool.
It allows ‘non techies’ to add what would traditionally be snippets of code on a website, as well as handle
many third party integrations in one place.
HOW DOES IT WORK?
Developer 2weekslater…
HOW DOES IT WORK?
minuteslater…
WHY IS IT USEFUL?
• Reduced reliance on developers• Reduced page load times• A way to quickly implement new tracking• It can be used to track the previously untrackable• Lots of easy to use third party integrations• Nice clean UI, no need to look at or edit code for simple
tasks• Simple User, Workspace & Version control• Its Free!
INTEGRATIONS
FILTERS
GOOGLE OPTIMIZE
GOOGLE OPTIMIZE
Google Optimize offers AB testing, website testing & personalisation tools for small & large enterprises to
help deliver engaging customer experiences.
SUMMARY
GOOGLE OPTIMIZE
SUMMARY
Google Analytics shows you how people found yoursite, how they explored it, and how you can enhance
their visitor experience.
SUMMARY
ANY QUESTIONS?
THANK YOU
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