content jam: applied analytics
TRANSCRIPT
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Applied AnalyticsInsights and Actions from 12
Reports
#contentjam
Andy Crestodina, Orbit Media Studios
@crestodina
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source: Social Media Today
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Google Analytics Reporting
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Google Analytics Analysis
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Google Analytics Analysis
IDEA QUESTION ANSWER
ACTION!
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If you see a data puke, then you know you’re looking at web reporting.
If you see words in English outlining actions, then you are looking at web
data analysis.
Avinash KaushikOccam’s Razor
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source: Avinash Kaushik
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source: Avinash Kaushik
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source: Avinash Kaushik
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source: Avinash Kaushik
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source: Avinash Kaushik
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Who’s job is this
Analytics stuff?
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Turning marketing ideas into questions
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AUDIENCE REPORTS1
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Visitor = UserVisit = Session
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Turning marketing ideas into questions
Are our visitors
using mobile devices?
1
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Audience > Mobile > Overview
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Audience > Mobile > Overview
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Audience > Mobile > Overview
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Turning marketing ideas into questions
Are mobile visitors less engaged?
2
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Audience > Mobile > Overview
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Audience > Mobile > Overview
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Audience > Mobile > Overview > Bounce Rate
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Audience > Mobile > Overview > Avg Session Duration
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Actions1. Check the design of
landing pages for mobile visitors
2. Create schedule for mobile testing
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Turning marketing ideas into questions
Is the site working well
in every browser?
3
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Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Actions1. Test the site on the
browsers with higher bounce rates.
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• Are millenials visiting our website? What are they doing?
• How many of our visitors are local? National? International?
• What times of day are people reading our blog?
More Q’s to Ask Your Audience Reports
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ACQUISITION REPORTS2
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Turning marketing ideas into questions
Which social network
drives the most traffic?
4
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Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)
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Turning marketing ideas into questions
5Which social network
drives the best traffic?
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Actions1. Focus on social networks
with high conversion rates.
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels
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Actions1. Focus on networking
benefits of social media, not traffic benefits.
2. Resource allocation!
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Turning marketing ideas into questions
What phrases are we ranking
for?
6
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Actions1. Find the pages. Confirm
the rankings.2. Improve the page by
adding detail, keywords, video, internal linking, etc.
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• Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper?• Which sites have linked to us recently?
Are they sending us referral visitors?
More Q’s to Ask Your Acquisition Reports
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BEHAVIOR REPORTS3
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Turning marketing ideas into questions
What are people
looking for on our site?
7
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Behavior > Site Search > Search Terms
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Behavior > Site Search > Search Terms
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Behavior > Site Search > Search Terms
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Behavior > Site Search > Search Terms
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Actions1. Optimize your own pages
for your own search tool.2. Publish content on those
topics.
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Turning marketing ideas into questions
Are they reading what
we’re writing?
8
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Percent Content Consumption vs. Percent Published
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Actions1. Publish more content on
those popular topics.2. Promote the high value
content better.3. Reconsider your content
strategy!
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Turning marketing ideas into questions
Which posts are the most engaging?
9
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Actions1. Publish more content on
the popular topics.2. Link from the high traffic
posts to high converting posts.
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CONVERSION REPORTS4
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Turning marketing ideas into questions
Which posts inspire action?
10
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages (filtered)
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Behavior > Site Content > All Pages (filtered)
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Conversions > Goals > Reverse Goal Path
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Conversions > Goals > Reverse Goal Path
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Behavior > Site Content > All Pages
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Pageviews Per Blog Post
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Subscribers Per Blog Post
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Conversion Rate Per Blog Post!
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Conversion Rate Per Blog Post
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Actions1. Drive traffic to these
posts, through social, email, internal linking, ads, etc.
2. Publish more content on these topics.
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Turning marketing ideas into questions
Which pages support the
lead gen funnel?
11
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Turning marketing ideas into questions
Where are we losing people
during checkout?
12
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Conversions > Goals > Funnel Visualization
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Conversions > Goals > Funnel Visualization
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Actions1. Reduce number of steps.2. Remove distractions.3. Answer top questions
earlier.
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• What hour of day, day of week or month of year are visitors most likely to act?
• Are people buying right away?
More Q’s to Ask Your Conversion Reports
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Data-Driven Empathy
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Content marketing is a lot of work...
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Every number in
your Analytics is inaccurate...but so what?
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Caution: Bad Audience Data
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1. No cookie? No data.
2. JavaScript Disabled? No data
3. Time on page? Or time on tab?
4. Same Device, Different User
5. Same User, Different Device
This can be a problem...
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First Touch Deep Dive Purchase Mo’ Purchase Loyalty
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First Touch Deep Dive Purchase Mo’ Purchase Loyalty
Visitor 1 Visitor 2 Visitor 2 Visitor 3 Visitor 4
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First Touch Deep Dive Purchase Mo’ Purchase Loyalty
Visitor 1 Visitor 1 Visitor 1 Visitor 1 Visitor 1
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Is that you in your Analytics? Create a filter!
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Is that you in your Analytics? Create a filter!
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Are those robots in your Analytics? Exclude ‘em!
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Are those robots in your Analytics? Exclude ‘em!
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Are those robots in your Analytics? Exclude ‘em!
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Caution: Bad Acquisition Data
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Traffic Sources Aren’t What They Seem
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Caution: Bad Behavior Data
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Admin > Property Settings
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Caution: Bad Conversion Data
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What does success look like? Setup Goals!
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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Conversions > Goals > Funnel Visualization
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Bottom Line
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Thank you!I really hope that was useful...
#contentjam
Andy Crestodina, Owner, Orbit Media Studios
@crestodina
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These might help...