web analytics heh
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Google Analytics:Finding Answers to the Right Questions
Jessica KrywosaDirector of Web CommunicationSuffolk University, Boston9.13.10
What We're Covering...
● Web Analytics Strategy
● Key Google Analytics Tools
● Trends & Campaign Tracking
● Moving Forward
Web Analytics Strategy
Data Without Action Is Meaningless
Creating & Planning a Strategy
● What are we looking for?
● Trends to benchmark/monitor
● Email and Ad Campaigns
● Social Media Tracking
● What Will We Do
What are you Addressing
● Departmental Goals
● Reporting To Others
● University Strategy
● One Man/Woman Show
Which Analytic Measurements Matter
Campaigns
● Geographic● Organic Referrals● Mobile Traffic● Engagement● Navigation
● Email● SEM● Social Media● Conversions● Navigation
Trends
'Hits', 'Visits' & 'Traffic' Are Meaningless
Choose Meaningful Goals
● Bounce & Exit Rates
● Time on Site + Number of Pages
● Referral Source + Time on Site
● Conversions Based on Campaign/Source
● Year Over Year/Month Over Month Trends
Strategic Goals Fulfill Your Web Communication Needs
Report on The Strategy
● Monthly & Quarterly Trends/Campaigns
● More Frequent for Time Sensitive
● Know the Audience & Educate
● Short and Sweet, Automate, Share Access
● Make Actionable Recommendations
Google Analytics Tools
Beginning Google Analytics
● Dashboard
● Visitors
● Traffic Sources
● Content
● Date Range
Sample Dashboard
Visitors
Traffic Sources
Content
Date Range
Deeper Google Analytics
● Advanced Segments
● Goals
● Profiles & Filters�
● Navigation Summary
● Automated Reports
Advanced Segments
Create Advanced Segments
Goals
Creating a 'Goal' in Google Analytics
Profiles & Filters
Navigation Summary
Automated Reports
Trends & Campaign Tracking
Campaign Tracking
● URL Builder
● Conversions
● Adjust Campaigns
● Test A/B
Trends
● Traffic Hot Spots
● Date Ranges
● Mobile Trends
● Segmentation Traffic
● Asset Management
● Social Media
Moving It Forward
Take Action
● Make Changes to Web Content/Navigation
● Change Email/SEM Campaigns
● Adjust Social Media
● Target What Works
Working Across Campus
● Educate, Educate, Educate
● Share Reports
● Discuss Campaigns, Work Together
● Be Aware of New Content/Navigation
● Monitor Trends
Thank You - Q & A
@jesskrykrywosa.comdoteduguru.com