Download - Google analytics agency model
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Agenda
• Intros
• Google Analytics – 10 Unique Ways to Measure ROI
• Google Analytics – Report Dive
• Benefits (You + Client)
• Q/A
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Vertical Nerve
• Help businesses connect with their audience online
• Help them convert that audience into customers
– Search Marketing
– Analytics Consulting
– Online Services
– Mobile Services
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Our Partnerships
• 7 Years SEM Experience with small, medium & large brands
• 100% in-house, certified consultants (no out-sourcing) • Millions in ad spend managed, always focused on ROI
• Certified Microsoft Advertising agency • Only Preferred Partner in Texas
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Our Partnerships (cont.)
• 1 of 2 Certified Partners in Texas • Proven Expertise with Google Analytics for years • Consulting, Issue Support, Implementation, etc.
• 1 of 5 Nationwide Resellers • Proven expertise with helping large organizations
with analytics • New features, benefits for enterprise customers
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Our Agency Partnerships
• Support Local Creative Agencies
• White-label and Disclosed Partnerships
• Technical & Analytics Expertise to Supplement Agency Strengths
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Why Do We Need Analytics?
• Analytics helps you discover what works… …and STOP doing what doesn’t work.
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Why Do We Need Analytics?
• Without Data, Only the HiPPO Remains!
(Highest Paid Person’s Opinion)
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Why Do We Need Analytics?
• As an Agency:
– Clients want data-driven decisions in our econ.
– Benchmark success and prove ROI
– Learn from losing, don’t replicate
• As a Client:
– Say good-bye to “Spray & Pray” marketing
– Optimize ad spend towards concrete objectives
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About Google Analytics
• Installed on over 10M sites worldwide
• 60% of Top 100k sites online
• Online Marketing ROI Hub
GA
Search
Display
Affiliate
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Google Analytics in 2012
Google Analytics Standard
• Free & Easy to Use
• Real-time Reporting
• APIs
• Mobile Reporting
• Social Interaction Reporting
• Goal / E-com Tracking
• Custom Variables
• Right Choice for 99%
Google Analytics Premium
• Same Ease of Use
• Dedicated Support
• Uptime Guarantees / SLAs
• Attribution Modeling
• Doubleclick Integration
• Faster, Fresher Data
• Virtually No Data Caps
• Well Suited for Enterprises
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How it Works
• Invisible page tag using JS & Cookies
• When those pages are viewed, the code runs behind the scenes, sending data to Google’s secure servers
• This data is processed and reported in Google Analytics
• Note: Data is not shared without permission
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What Does GA Track?
• It Tracks a Visitor’s:
– Approximate Location (city)
– Browser and System Specs (OS, language, etc)
– Referral Information (previous site and/or query)
• It Does Not Track:
– Email Addresses
– Specific Locations
– Any Personally Identifiable Information
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Google Proprietary 15
10 Unique Ways to Measure ROI
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Track Mobile Success
• What % of a Site’s Traffic is from Mobile?
• How are those Visitors Performing? Segment!
• Look for High Bounce / Low Conversion Rates
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Track QR Codes
To the website
GA Tells You Which : 1. Produced more sales 2. More Leads 3. More Registrations 4. More Social Interactions 5. More Downloads 6. More Profit!
Website
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Track Social Interactions
• Google Analytics is quickly adding social data
• See when visitors on your site tweet, share, like, etc. & how those visitors compare to non-social visits
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Track Offline Advertising
• Billboards
• TV ads
• Newspaper / Magazine
• Etc..
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Optimize Purchase Flows
• Discover Points of Abandonment
• Optimize Drop-off Points
• Improve overall Conversion Rate
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See How Channels Work Together
• New Multi-Channel Funnel Reports
Website
SEO
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CRM Integrations
• Important for lead generation websites
• Campaign information all through the sales process
Visit
Campaign ABC
Lead
Campaign ABC
Sale
Campaign ABC
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Watch Real-time Response
• New to GA in 2011
• Data within 2 seconds!
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Track Website Speed
• Studies have proven, slow sites = less money
• GA now automatically tracks your page load times, so optimize your web experience
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Executive Dashboards
• GA + Other Data
• Real-time Updates
• Web-based, Mobile Friendly
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Examples of Success
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Global Restaurant Chain
• Goals: 1. Use GA to benchmark against existing web
analytics tool 2. Granular tracking sought for fast-pace
online sales growth
• Results – New insight into up/cross sale items
• Ex: ingredients, appetizers)
– Conversations thru out process • Delivery vs. take outs • Drop off points
– Tracked against existing web analytics
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Telecom Leader
• Using GA as frontend to data warehousing strategy
• Enable customer segmentation – By phone model, features, plan, etc..
• Products – Grid vs. List – Which products compared together – Availability
• Tracking Spend – Common measure across vendors
• Social • Banner • Display • Search
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National Resort Company
• 150 Clubs and Resorts
• Track on-line revenue
– Tee-times, reservations, bookings, store sales, etc…
• Interactive touch-screens
– Pictures, Events, News, Club Updates, Awards
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Century Old, Regional Auto Leader
• Scroll reach – Track how far down people scroll
(how many listings to show)
• Ad Content Effectiveness – Which Specials bring highest
return
• Conversation points – Service
– Trade-In estimates
– Dealer locater
– Etc….
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Sample Reports
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Google Proprietary 32
Goals & E-Commerce
Where the rubber hits the road…every website has one or more goals.
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Google Proprietary 33
Goals: Funnel Reporting
• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Entering the funnel Leaving the funnel
Defined goal
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Google Proprietary 41
Site Content: Visitor Navigation
Analyze how traffic moves through your site from entrance to exit
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Google Proprietary 42
Site Content: In-Page Analytics
Optimize a page by analyzing usage metrics on all clickable items
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Google Proprietary 43
Internal Site Search
• Understand how your users are searching on your site
• Increase ease of use and discovery
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Google Proprietary 44
Automatically detect and surface significant changes in your key
performance metrics that you should be aware of.
Intelligence Reports
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Google Proprietary
Customizable Alerts
45
Tell Google Analytics what you want it to watch for by setting daily, weekly,
and monthly triggers on different dimensions & metrics, and be notified by
email or directly in the Intelligence reports when they happen.
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Google Proprietary 46
Pivoting
Pivot tables are no longer Excel magic, quickly cross-reference up to two metrics within one dimension against other dimensions
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Google Proprietary 47
• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyse your traffic with predefined or customized segments
Advanced Segmentation
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Google Proprietary
Custom Reporting
48
• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
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Google Proprietary 49 49
Email Reports
• Schedule reports to be delivered via Email
• Select format (pdf, xls, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
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Final Tips for Success
• Utilize a Web Analytics Measurement Model
• Find Metrics with Meaning (sales > hits)
• Care for Analytics Accounts
• Utilize Scheduled Email Reports
• Share Data within your Organization
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Additional Resources
• Our Weekly Newsletter (leave your bus. card)
• Blogs
– http://analytics.blogspot.com (Official GA Blog)
– http://www.verticalnerve.com/blog
– http://www.kaushik.net/avinash/ (Pure Gold)
• Books
– Advanced Web Analytics with Google Analytics
– Web Analytics 2.0
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You + Us
• How can we engage?
– GA Audits
• GREAT start, excellent insight has been provided
– Executive Forums
– Team / Client Trainings
– Analysis / Insights
– Analytics Strategy
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Q & A