big data for the rest of us
DESCRIPTION
Google Analytics can provide business insights... for free.TRANSCRIPT
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: [email protected]
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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
