john onion - insightsig.orginsightsig.org/.../2012/12/5.-beyond-web-analytics.pdf · john . bertie...
TRANSCRIPT
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JOHN ONION U P R I S E U P . C O . U K
&
BERTIE BOSRÉDON B E R T I E . F R
Looking beyond page views
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John Bertie
10 years agency, 4 charity
Search engine marketing
Online advertising
Fundraising and digital
marketing consultancy
About us
11 years in charities
Digital strategy
Social Media
Training/workshop
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We will cover
Digital revolution
About Google Analytics
Setting up objectives
Measuring objectives
A good report
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Digital revolution
organisation
Monarchy
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Digital revolution
Website team
Showcase some numbers
Board
No context
No learning
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Digital revolution
Democracy
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Digital revolution
A few metrics
Understand behaviour
Learn
Built accordingly
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Digital revolution
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Digital revolution
A complex landscape: website, social media, 3rd party…
CRM integrate
Gathering data
Analysing
Developing journeys
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About Google Analytics
"I know half my advertising isn't working, I just don't know which half.“
William Lever (probably)
Google Does!
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About Google Analytics
Where Analytics came from
How it works
What it does
Take care with the analysis!
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About Google Analytics
Where Analytics came from
Developed from Urchin
Bought by Google in 2005
Latest update April 2011: Multiple Dashboards
More custom reports
Real time analytics
Attribution modeling
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About Google Analytics
How it works
Tracking code on page
User identified by cookies and journey recorded
Events, goals then programmed into Analytics
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About Google Analytics
What it does:
• Audience
• Advertising
• Traffic
• Content performance
• Conversions
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About Google Analytics
Take care!
Understand the language Unique Visitors
Hits
Page impression
Make sure the tracking is working
Are figures estimated?
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About Google Analytics
Your Analytics journey
http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
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Setting up objectives
What are you measuring?
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Setting up objectives
Increasing pages views
Increasing visits
Increasing visitors
Reducing bounce rate
Increasing time on site
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Setting up objectives
Who are your audiences 3 top audiences
What are your primary purposes 2-3 objectives
5 whys
Behaviour supporting goals donations, downloads, visit
from social media on a day of the event, etc.
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Measuring objectives
Translate indicators into goals
Select 3 KPIs
The ‘So What’ test*
The REAN Framework**
•http://www.kaushik.net/avinash/kill-useless-web-metrics-apply-so-what-test/ •*www.blackbeak.com/2008/01/29/measuring-online-engagement-re-visited-and-introducing-the-rean-model/
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Measuring objectives
R - Reach The channels that have attracted people and how you raise awareness. E - Engage How people interact with your business A - Activate Preferred action taken on your site (donation?) N - Nurture Retaining and re-engaging with supporters
The REAN Framework:
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Measuring objectives
Two main types of goals •Visit to page (thank you) •Event Handlers:
•Form fields •Videos •Downloads
Issues •Off-site goals (3rd party payment system) •Multiple goals recording the same data
Creating goals in Analytics:
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Measuring objectives
Checklist: Filters
Internal IP
Cross Domain/Subdomain Tracking
Adwords
Autotagging and linked to Analytics
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A good report
Audience report
Engagement
Campaigns
Benchmark
Recommendations
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Key steps
Understand basic
Set up goals, funnels
Track links with campaign data
Customise dashboard
Report and share
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Questions
John Onion [email protected]
Bertie Bosrédon
Photos credit: Time Inc. Life magazine Archive, AFP, and personal