Vanderbilt-Ingram Cancer Center

Watch Your Site's SuccessGoogle Alerts,

Analytics& Other Cool Tools

Jacob Berner WeissAnna Belle Leiserson

October 22, 2009

Vanderbilt-IngramCancer CenterWhat Jacob & AB will cover

1. Google Analytics

2. Twitter and related tools

3. Google Alerts

4. Email campaigns

5. Other cool tools

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1a. Google Analytics

http://www.google.com/analytics/

Vanderbilt-IngramCancer CenterGoogle Analytics

• Most Important Points

• 1. It’s easy to install (for most)

• 2. It gives you a wealth of data

• 3. You can always learn it later

• 4….

Vanderbilt-IngramCancer Center4....

• Analytics moves you & your site …

• 1. Past opinions

• 2. Past committee-think

• 3. Past politics

• 4. Past design sensibilities

• 5. Even past HiPPO

• To…..

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Metrics

Vanderbilt-IngramCancer CenterAnalytics Defined

The process of matching

core goals with

objective numbers

Vanderbilt-IngramCancer CenterGA Best Practices

1.Make base account and profile(s) as broad as possible

2.Review your metrics regularly

3.Learn your tool

4.Don’t go it alone

5.When possible, set website goals

Vanderbilt-IngramCancer CenterGA Quick Wins

1.Over time, totals for

(a)Visits

(b)Pageviews

(c)visitors

Vanderbilt-IngramCancer CenterGA Quick Wins

Note: Visits, Pageviews and Visitors

Vanderbilt-IngramCancer CenterGA Quick Wins

2.Top content and keyword (a) what’s most used(b) bounce rates (c) exit rates

Vanderbilt-IngramCancer CenterKeywords & bounce rates

Vanderbilt-IngramCancer CenterTop content & exit rates

Vanderbilt-IngramCancer CenterGA Quick Wins

3.Every so often: browsers

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Vanderbilt-IngramCancer Center“Best” GA Things to Watch

4.Benchmarking?

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Vanderbilt-IngramCancer CenterGA Quick Wins

5.The Google Analytics Blog http://analytics.blogspot.com/ because…

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• Google keeps changing…

• And so does Google Analytics

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Intelligence and Custom Alerts!

Vanderbilt-IngramCancer CenterBUT…

Don’t stop at

google.com/analytics/

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1b. Website Optimizer

Vanderbilt-IngramCancer CenterCheck out

www.google.com/websiteoptimizer

Vanderbilt-IngramCancer CenterGreat A/B demo from Google itself

Marissa Mayer

http://www.youtube.com/watch?v=6x0cAzQ7PVs

Starting at minute 12 (12:14)

Vanderbilt-IngramCancer CenterBasic Optimizer Check List

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1c. Insights for Search

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www.google.com/insights/search/

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Vanderbilt-IngramCancer CenterGoogle Analytics Resources

• Searchable manual and referencehttp://www.google.com/support/googleanalytics/

• Brian Clifton’sAdvanced Web Metrics with Google Analytics

• Google Analytics Blog http://analytics.blogspot.com/

• In Nashville, Kate O’Neill of [meta]marketer http://metamarketer.com/

• For HealthCare, Edgewater Technology http://www.edgewater.com/

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2. Twitter!

Vanderbilt-IngramCancer CenterTwitter Resources

• Twitter Search http://search.twitter.com/

• HootSuite http://hootsuite.com/

• BingTweets http://bingtweets.com/

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3. Google Alerts

Vanderbilt-IngramCancer CenterGoogle Alerts Resources

• Google Alerts http://www.google.com/alerts

• Google Alerts FAQhttp://www.google.com/support/alerts/

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4. Email Campaigns

Vanderbilt-IngramCancer CenterEmma report

Vanderbilt-IngramCancer CenterURL Builder

Vanderbilt-IngramCancer CenterEmail Campaign Resources

• E-mail Marketing: 13 Services To Help You Make Contacthttp://www.sitepoint.com/blogs/2009/06/26/e-mail-marketing-services/

• MailChimp’s Email Marketing Resourceshttp://www.mailchimp.com/resources/

• URL Builderhttp://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

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Summary …

Two take-aways …

Vanderbilt-IngramCancer CenterJump In!

Vanderbilt-IngramCancer CenterUnderstand Your Site

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Questions?

Vanderbilt-IngramCancer CenterGeneral Resources

• Vanderbilt Web Community (Ning) http://vanderbiltweb.ning.com/

• HappyWebDiva (where these slides will be posted) http://www.happywebdiva.com/