This is the post-project summary of a 3 month SEO & Analytics setup for a publishing client. The outcome was 25% organic growth in 3 months! I explain how this was achieved…

• Google Webmaster Tools changes • GTM & universal setup/migration • CloudFlare CDN setup • JSONLD reviews markup (via GTM)

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#seo

#analytics

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Digital Analytic &

SEO Acceleration: Instant Wins Phil Pearce

Senior Analyst @philpearce “I eat hits for breakfast”

How to get

University sites

to move quickly

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#Strategy

#GA

#GTM

#Mobile

Progress & leanings from a phase1

analytics project with SW University & the

quick wins achieved in month1. 1. TuitionFee tracking via DOM scrapping

(inc. UK vs International).

2. Profit per student (daily)

3. 360 view tracking & CRM integration

4. Google Markup for courses.

5. Realtime Dashboards

Related Slides: bit.ly/universitymeasure

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

A review of Google Data Studio so far…

• Private Dashboard library • Tips: Predations & conditional formatting • Quiz

Slides: bit.ly/data-studio-slides Video: bit.ly/kill-the-data-monkey-role

Dashboard library: datastudiogallery.appspot.com

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#visualisation

#analysis

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Google

DataStudio: First Impressions Phil Pearce

Senior Analyst @philpearce “I eat hits for breakfast”

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#GA

#Reporting

#Challenge

#Teamwork

Team based analytics challenge, with 4 tasks designed to test you in… 1. Skill 2. Physical 3. Mental 4. Mystery The team with the most crystals wins a prize!

Video: bit.ly/recordingofsession

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Crystal Maze: Analytics Challenge

interactive session Phil Pearce Senior Analyst @philpearce

Jon Alderson SEO Analyst @jonoalderson

Top 10 Google Analytics tips to save

you money!

I will look at 3 areas: • Reducing cost • Increasing conversions/revenue • Automating reducing cost & increasing revenue Reports include: 1. Best & worse landing pages 2. Best & worse internal Site Search 3. Pages by revenue contribution 4. Broken pages by referral 5. Marketing Channels pivoted by new users 6. Simple Engagement Scoring using goal values 7. 3d Motion Chart to show Revenue vs Sales vs CPA/ROI

Slides: bit.ly/top10gareports

Report links: bit.ly/ga-report-list

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#GA

#Report

#Tips

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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Free Tools & Tips to improve

Customer Insight

Discussion about FREE tools to improve customer insight: 1. Yandex metrica - free mouse tracker & form tracker 2. Google Consumer surveys - free qualitative research tool 3. WordStream Grader - free PPC analyser & [n]/10 grade 4. Narrative science quill - free "data as a story report" 5. Sitebeam Nibbler - free 5 page SEO sanity check 6. Adwords tool for getting click refunds - free excel template 7. GoogleSheets GA plugin - using comparison reports examples 8. Other tool suggestions welcome!

Slides: bit.ly/toolsandtips

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#Tools

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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Explaining recent changes in JSON-LD Schema (machine readable JS data) & how this can be used to track & then improve organic CTR. • Moz new competitive intel tool for reporting

JSON-LD detected in SERPs. • Spamming the crap out of Google. • GTM config files to take away & enable.

Slides: bit.ly/supercharge-ctr GTM import file: bit.ly/json-v2

CheatSheet: bit.ly/jsonld-cheatsheet

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#JSONLD

#SEO

#markup

#supergran

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Supercharging

your Organic

CTR: SEO datalayer3

Phil Pearce Senior Analyst @philpearce “I hang arround, look out”

Explaining the Rise of JSON-LD (machine readable JS data). Why its important and how to make sure your website has enabled… future action buttons. • Recent changes & examples in the wild • Live demo of Googles mark-up validator • GTM config files to take away & enable.

Slides: bit.ly/datalayer2 GTM import file: bit.ly/json-v2

CheatSheet: bit.ly/jsonld-cheatsheet

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#JSONLD

#SEO

#seomarkup

#richsnippets

#drones

Phil Pearce Senior Analyst @philpearce “hits are back”

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SEO

dataLayer2: Your Structured Sites

Judgement Day

Explaining what JSON-LD is, why its important and how to enable it via GTM or plugins. • Examples in the wild • Live demo of Googles mark-up validator • GTM config files to take away & enable.

Slides: bit.ly/seodatalayer3

GTM import file: bit.ly/json-v2 CheatSheet: bit.ly/jsonld-cheatsheet

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#SEO

#seomarkup

#richsnippets

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

SEO dataLayer: JSON-LD

Supercharging your organic CTR

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Blackhat Analytics 3 Do be evil:

Force awakens

Testing the boundaries of what can be tracked & what gets noticed [completely new material]. • Includes interactive Dark Score test • Video of Dark Bane “path to

destruction: thought bomb” trailer. Slides: bit.ly/blackhat3

DarkScoreTest (pdf) : bit.ly/blackhatdarkscore Darth Bane Trailer: bit.ly/darth-bane-video

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#StarWars

#Privacy

#DarkTracking

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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Demo & discussion on: 1. DemandWare (IP append). 2. GoogleSheets Scripts (Cost Data Upload) 3. SuperMetrics (server-side append) 4. Analyze.ly (server-side append) 5. Segment.io (server-side connection)

Segment.io Video: bit.ly/segmentvideo Slides: bit.ly/appendslides

Notes: bit.ly/appendcomments GoogleSheet: bit.ly/appendgooglesheet

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#server-side

#offline tracking

#dimension

#widdening

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Server-side

data append

& enrichment Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

How to hack GA's native campaign tracking, leverage 1st party cookie power and align GA's sessionisation logic more closely with 30day affiliate systems. Working Example...

Slides: bit.ly/analyticsmonster

GTM Config: bit.ly/affiliatemonsterdownload

Video: bit.ly/analyticsmonstervideo

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#affiliate

#channel-tracking

#gtm

#hacks

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Morphing GA into an

Affiliate Analytics

Monster!

Phil Pearce Senior Analyst & Mad scientist @philpearce

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#GA

#EnterpriseLevel

#Batman

#Superman

Tips & tricks learned from the most

advanced GTM Deployment - I`ve ever

done on a huge site. • Free Auto-QA GoogleSheet testing tool. • Time saving techniques explained. • Lots of Batman vs Superman jokes!

Taster slides: bit.ly/gtm-advanced Full slides: bit.ly/advancedgtm

Super Advanced

GTM deployment Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

Resident Implementation How to prevent GTM zombies

infecting your data!

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Phil Pearce Senior Analyst @philpearce

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#GTM

#GA

#Test

#NerfGuns

How to prevent GTM zombies infecting

your data! • Learnings from a the most complex

GTM deployment I have ever done. • Interactive test.

Slides: bit.ly/residentslides

Zombie

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Mind controlled

drone tracking

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#eMotiv

#Neuromarketing

#offlineTracking

Experimental session with thought

tracking - aka Neuromarketing.

• 2 EEG emotiv insight headsets with

bluetooth API output

• Measurement protocol / GA realtime

• 1 Drone

bit.ly/emotiv-video

2 Headsets

Demo of a couple of VR headsets using an iPhone. • VR games (e.g. FCX jet fighter) • VR videos (e.g. 360 Skydiving) • Immersive Dashboards. • Minority report style reports. • Tracking head & eye movements using

measurement protocol

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#VR #Headsets #Cool

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VR Analytics: Experimental

sessions Phil Pearce Senior Analyst @philpearce “I visualise hits for breakfast”

Analytics

+

Comedy

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Phil Pearce Senior Office Joker @PhilPearce

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#Jokes

Experimental session with lots of Geek

jokes, mixed with some classic videos: • The Internet enabled toaster • How to break the internet • The best way to deal with Email Spam • Geek vs Nerd rap battle

Video playlist: bit.ly/measurecomedy

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How to plan & deliver a Digital Analytics Training strategy covering: 1. GA/GTM implementation 2. GA reporting 3. GA analysis & dashboards …to clients with various levels of expertise.

Tactical discussion.

Slides: bit.ly/analyticstrainingstrategy

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#training

#planning

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Plan a Digital

Analytics Training

Strategy Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

Analytics Templates for Audits & Analysis

Templates save time by provide structure and process. I will sharing my templates… • GA heathchecks • GTM audit • Technical SEO audits • PPC audits • API tricks to auto-audit Prerequisite: You must bring 1 template you create (or a template/audit you were provided with) to share with the group.

Dropbox folder download link: bit.ly/analyticstemplates

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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GA Lumber Jacking Implementation automation

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#GTM

#GA

How to cut down an "Enterprise standard" GA and GTM from 3months to 3days! Using: 1. KPI templates 2. CMS plugins 3. GTM config files 4. Dashboard templates

Slides: bit.ly/4clicks-2measure Video: bit.ly/ga-lumber-jacking

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Best CMS plugins for GTM GTM automation

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#GTM

#Wordpress

#Magento

#Drupal

#CMS

Shared learning on experiences with CMS plugins for GTM (especially enhanced ecommerce). • Save hours by leveraging other peoples

work on implementation.

Slides: bit.ly/gtmautomation

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

Analytics &

Optimisation

for University sites

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Phil Pearce Senior Analyst @PhilPearce

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#Strategy

#GA

#GTM

#Mobile

Discussion on best practices for

measurement of Uni site from both a

consultants view & inhouse view. 1. Quick wins

2. CMS specific issues

3. Internal issues (skills shortage or lack of inhouse buy-in)

4. Tracking impact of responsive web design

5. Importance of Paid search in awareness process.

Slides: bit.ly/universitymeasure

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Kris Kochanski Analytics Officer @NavsOfficer56

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#AvgSalaries

#UpSkill

#Mentoring

Discuss desirable Digital Analytics skills, Certifications, Training, Mentoring & Industry Salary surveys & benchmarks.

• Simson character/persona test • Clifton-gallup strengths test • DAA new skills comparison tool • Industry Average Salaries.

Slides: bit.ly/measurecareertips

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Digital Analytics

Upskilling &

Career Tips

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#MoreMoney

#UpSkill

#SocialCapital

#SocialValue

Presentation on Social CV`s, Peer reviews, and quantified self. Practical comparisons of data about yourself vs others using:

• Facebook fivescores traits • Twitter sentiment & KW clusters • Linkedin endorsements • Clifton-gallup strengths test

Slides: bit.ly/analysisofyou

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Analytics Career Development

Analysis of yourself

A run through of my top GTM tips, to save you time when implementing universal. • Free prize at the end

Slides: bit.ly/gtmflashtips Video (with music): bit.ly/gtmflashtipsvideo

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#GA

#FlashGordon

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

GTM Flash tips to save time

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GTM/GA Mastermind Q&A session

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#GTM

#GA

4 participants (7.5mins per person). • Audience can play along & submit questions

via Google moderator. • Prize for the winner. • John Humphrys himself is presenting.

Video: bit.ly/gtm-mastermind

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Lean Analytics How to determine the

one metric that matters

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#LeanStartup

#Frameworks

#OneMetric-2-RuleAll

Overview of 3 Analytic`s methodologies: • REAN (For Marketing Teams) • Web Analytics Maturity Model (for Enterprises) • Lean (For Startups) Then explorer Lean Analytics in more detail. This presentation is a blend of my personal experiences at compareandsave.com (startup) and a tribute to Alistair Croll`s work from YearOneLabs. • Prerequisite: bring a pen for the interactive part of the

session to determine your stage & one metric.

Slides: bit.ly/lean-analytics-slides Video: bit.ly/lean-analytics-video

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PPC Growth Hacking: Strategies

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Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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#PPC

#GrowthHacking

#Frameworks

PPC growth hacking... is it Mission impossible? An explanation of Growth hacking, with examples & then applying this to PPC. • Practical example of hacking a SaS tool using CTR

battleships to make it go viral. • Tool for generating Adwords refunds • Ideas to test on your product & campaign.

Slides: bit.ly/ppc-growth-hacking Excel: bit.ly/ppc-algo-v3

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CTR Battleships: Destroy your PPC

competitors

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Phil Pearce Senior Analyst @philpearce

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#PPC

#QualityScore

#WordStreamGrader

Interactive workshop to explain PPC account analysis such as account level Quality Score and best/worst Ads in a fun way! • Wordsteam grader used for baseline metrics • Ad extensions used as special weapons • Prizes for best tactical winner & best campaign

Printout: bit.ly/ctr-battleships-print-out Excel Tool: bit.ly/ppc-algo-v3

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GTM Command & Conquer Realtime game with interactive missions

Live experiment of combining 2 GTM trackers and on a grid with realtime events and offline missions that generate goals. • Interactive • 2 teams • 3 roles (defence, attack, commando) • Prize for winning team

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#GTM

#Realtime

#RealtimeAPI

#fun

Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”

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