cim bootcamp – what can analytics do for me?
DESCRIPTION
This slide deck gives practical hands on advice on how to use Google Analytics more effectively to those with a basic understanding of how the tool works.TRANSCRIPT
Marketing you can measure
TM
What can Analytics do for me?
increasing revenue,
visitors and ROI for our
clients
UP
CIM Digital Marketing Bootcamp
Marketing you can measure
TM
Marketing you can measure
TM
Marketing you can measure
TM
What are you measuring?
Marketing you can measure
TM
Get the data right: Setup your account properly
Marketing you can measure
TM
Goals will let you track desired actions on the site via a dedicated completion page
Marketing you can measure
TM
URL needs to change
Marketing you can measure
TM
Events are essentially things that happen in page that aren’t a page view
Extra code is needed: See Event Tracking Guide
What can they track? Email links Forms that don’t have separate thank you pagesOutbound linksVideo clicks (play, pause etc)
…Almost anything. You can then use these as goals
Event tracking
Marketing you can measure
TM
Ecommerce tracking lets you track revenue and sales
Code needed to implement:Google Ecommerce Tracking
If you use adwords – make sure you link your accounts (you do this from inside adwords)
Marketing you can measure
TM
Marketing you can measure
TM
The basics
Marketing you can measure
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Hey… don’t forget:
Basic reports
Who?
Where?
What?
How?
Marketing you can measure
TM
Date range
Chart Selector
Raw data
Data options
Chart controls
Data types
Tasks
Marketing you can measure
TM
Basic reports
90Reports as standard…
Marketing you can measure
TM
What can Analytics do for me?
Marketing you can measure
TM
What’s my most popular content?
Where does my best traffic come from?
What languages should I support?
How can I measure offline activity?
How can I measure Brand/Non-brand split of search traffic?
Do I need a mobile site?
How can I see where users drop out of my checkout?
What else?
Marketing you can measure
TM
Get Connected!
Marketing you can measure
TM
What’s my most popular content?
Marketing you can measure
TM
Marketing you can measure
TM
Where does my best traffic come from?
Marketing you can measure
TM
Use this to change the report to focus on success
Marketing you can measure
TM
Marketing you can measure
TM
Use filters to tidy your numbers
Marketing you can measure
TM
Marketing you can measure
TM
What languages should I support?
Marketing you can measure
TM
Marketing you can measure
TM
Look at performance (goals/ecommerce) and compare to UK to show
lost opportunity
Marketing you can measure
TM
How can I measure offline activity?
Marketing you can measure
TM
Link to the tool
Google URL Builder
Use this tool to tag any link you put out in:
EmailsPress releasesPrint adsTV campaignsAnything else you put a URL on!
Marketing you can measure
TM
Google URL Builder
Marketing you can measure
TM
Google URL Builder
www.coastdigital.co.uk/cim
Marketing you can measure
TM
How can I measure Brand & Non-Brand Natural Traffic?
Marketing you can measure
TM
Marketing you can measure
TM
Marketing you can measure
TM
Use Secondary dimension to cross
reference data
Marketing you can measure
TM
Marketing you can measure
TM
Do I need a mobile site?
Marketing you can measure
TM
Use these buttons to move away from ugly
tables!
Marketing you can measure
TM
Change this to success metrics
(goals or ecommerce)
Marketing you can measure
TM
Export to Excel
Marketing you can measure
TM
Marketing you can measure
TM
How can I see where users drop out of my checkout?
Marketing you can measure
TM
Marketing you can measure
TM
Marketing you can measure
TM
What else?
Marketing you can measure
TM
What can’t Google Analytics tell me?*
*Out of the box…
Marketing you can measure
TM
Quality of leads / Leads to sales
Who (i.e. which person/company) is using my website?
What about conversion over the Phone?
Marketing you can measure
TM
There’s got to be an easier way to get all the data I need in one place…
Marketing you can measure
TM
Marketing you can measure
TM
Get your data the way you
want it
Add filtersChoose
your metrics
Choose your data type
Marketing you can measure
TM
Press “Add to Dashboard”
Marketing you can measure
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New widget will appear on your
dashboard
You can edit the appearance of your data by
clicking here
Marketing you can measure
TM
Don’t re-invent the wheel unless you have too:
DashboardJunkie.comcustomreportsharing.com
Marketing you can measure
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You don’t even have to login:
Press Email
Schedule a regular email
Marketing you can measure
TM
But wait… there’s more…
Marketing you can measure
TM
Content Experiments:
https://www.youtube.com/watch?v=TGrujIh2H0I
Marketing you can measure
TM
Questions?
Marketing you can measure
TM
Analytics Qualificationhttp://www.google.com/analytics/learn/
Marketing you can measure
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Really complicated stuff
Marketing you can measure
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Social media Email
Natural Search – Product Name
PPC – Brand Name
Conversion
This would get all the credit as
standard
These should surely get some?
Marketing you can measure
TM
Attribution models can be used to help give a more accurate or a fairer representation of performance for some channels
Marketing you can measure
TM