intro to web analytics - cooperate.nyc - cohort 3, summer 2015: day 1
TRANSCRIPT
Welcome to
Melissa MartinezWeb Analytics CoachCooperate.NYCCohort 3 – Summer 2015
Web Analytics
In Partnership with
+Professional Background
Experience
Web Analytics
Copywriting
Paid Search
Content Management
HTML
Newsletters
Search Engine Optimization
Social Media
Adobe Photoshop, InDesign, Dreamweaver
Summary
10 years Editorial
8 years Web Analytics
4 years Content Management
10 months Paid Search
+Professional Background
Certifications
Analytics 201: Comprehensive TrainingCardinal Path July 2013
Google Analytics 301: Comprehensive TrainingCardinal PathJuly 2013
Web Analytics Master CertificationMarket MotiveDecember 2013
Google AdWords Fundamentals CertificationGoogleMarch 2015
Google Shopping CertificationGoogleMarch 2015
Work History
Blue Cherry Group
Caesars Entertainment
CBS Radio
Cengage Learning Publishing
Center for Sustainable Journalism
Creative Loafing Newspapers
Delos Living
L.A. Weekly
Las Vegas CityLife
Moguldom Media Group
Nerve.com
Thought Catalog
+Agenda
Day 1: Intro to Analytics Definition & Purpose
User Interface Navigation
Key Metrics & Dimensions
Day 2: Analyzing Data External Tools
Segmentation
Conversions & Attribution
Day 3: Application & Reports Actionable Insights
User Profiles
Reports
+What is Web Analytics?
Definition
“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results”.
— Avinash Kaushik
Digital Marketing Evangelist for Google, Author of Web Analytics 2.0, and
Co-Founder of Market Motive
+Web Analytics Provides…
Available Information
Demographics & Interests
Geographic Data
Technology & Devices
Traffic Sources
Pages Visited
Soft Conversions: Sign-Ups
Hard Conversions: Purchases
Examples
Average Visitor Age
Average Visitor by City
Mobile vs. Desktop
Google / Organic
Most Popular Pages
Goal URLs
Days to Purchase
+How To Leverage Actionable Insights
Analysis > Insights > Action
You can’t analyze if you don’t know what you’re searching for.
You can’t optimize if you have no direction.
You can’t lead if you can’t compete.
Overview
1. Know your product.
2. Know your goal.
3. Know your market.
+Web Analytics 10-Step Plan
1. Study Site
2. Study Trends & Competitors
3. Ask Questions
4. Create Goals
5. Search For Answers
6. Segment Data
7. Analyze Findings
8. Implement Action Items
9. Evaluate Findings
10. Report Findings
+Key Terms: Ask, Measure, Compare
Questions • Purpose: Why our site exists
• Objective: What we want to do
• Goal: How we are going to do that
Measurement • Key Performance Indicator (KPI): How we measure our objectives
• Targets: Values you have predetermined as indicators of success or failure
• Benchmarks: A standard with which to evaluate performance of a similar nature
• Segment: A collection of select data attributes categorized by dimensions
Methodology • Acquisition: The activity you undertake to attract people to your site
• Behavior: The activity people undertake on your site
• Outcomes: Site activities that add value to your website
Source: Market Motive
+Exercise 1: Ask Questions
Refer to Exercise 1 in your Workbook.
Go to www.cooperate.nyc
Take five minutes to study the site.
In your Workbook, write five questions about the site that you would like to measure.
+Google Analytics User Interface
Source: Google Analytics Help https://support.google.com/analytics/answer/2604608?hl=en
+Google Analytics User Interface
Dashboards – A collection of
customizable widgets that provides a
quick overview of KPIs
Shortcuts – Customizable reports
Intelligence Events – Alerts and
statistical variations
Real-Time – Reports real-time activity
+Google Analytics User Interface
Audience – Demographics
Acquisition – Where They Came From
Behavior – What Visitors View On Site
Conversions – What Visitors Do On Site
+Exercise 2: Navigate Google Analytics
Use the next 10 minutes to navigate the Google Analytics UI and familiarize yourself with some of its features.
Refer to Exercise 2 in your Workbook. Write down the first three sections you navigated towards.
Make a note of any sections or features you have questions about.
Prepare to discuss.
+Key Terms: Metrics & Dimensions
Metrics Quantitative (i.e., a Number) Located in Columns Examples:
Page Views Pages per Visit Time After Search Bounce Rate Unique Purchases Conversion Rate Product Revenue
Dimension Qualitative (i.e., Words) Located in Rows Examples:
Location Visitor Type Source / Medium Campaign Name Landing Page Search Terms Days to Transaction
+Key Terms: A Quick Intro – Part 1
Session - The period of time a user is active on your site or app. If a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.
Pageviews - An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.
Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com).
Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).
(not provided) - For this category, a user reached your paged, by an undefined keyword or phase. Example: Organic keyword or traffic encrypted by Google when user is logged into account.
Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.
+Key Terms: A Quick Intro – Part 2
Landing Page - The pages through which visitors entered your site.
Ecommerce Conversion Rate - The percentage of visits that resulted in an e-commerce transaction.
Bounce Rate - Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
In-Page Analytics – Uses heatmap graphics to analyze user page navigation
Last Click or Direct Conversions – The number of conversions for which this channel was the final conversion interaction.
Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.
+Exercise 3: Ask Questions, Pt. 2
Refer to Exercise 1 in your Workbook.
Pick one of the five questions you wrote
in Exercise 1.
Find the answer to one of the questions
from Exercise 1 using Google Analytics.
You may rephrase the original question
using your knowledge of web analytics.
Visit www.cooperate.nyc if you need any
additional information.
Write your question and findings in
Exercise 3 of your Workbook.
+Exercise 4: Import a Dashboard
Go to bit.ly/ImportDashboard
Use the filters on the navigation bar to
locate a Dashboard that can help
answer the question from
Exercise 3.
Once you locate a Dashboard that
meets your needs, click “Import”. Select
your site from the drop-down menu.
Click “Create”.
Take five minutes to review and evaluate
the Dashboard’s metrics and KPIs.
Prepare to discuss.