analytics drivers ed
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TRANSCRIPT
Analytics Driver’s EdAugust 20, 2010
Part I• Why collect website data?• Why choose Google Analytics?• What do I do with all this data?• What are the limitations of Google
Analytics?
Analytics programs collect data andmake it pretty
Google Analytics Advantages:
Free
ComprehensiveReliable
Standard
Flexible
Hosted
Successful Analytics
Step 1: Onsite Coding
Step 2: Settings & ReportConfiguration
Step 3: Reporting ProcessCreation & Commitment
Successful Analytics
Step 1: Onsite Coding
Step 2: Settings & ReportConfiguration
Step 3: Reporting ProcessCreation & Commitment
What Data Is Useful?
E-Commerce: Sales
Lead-Gen: Leads
Publisher: Ads
AnswerQuestions
Explore
Test
Now what?
Explore: Aimless but Enlightening
Who is your audience?-Location and Language-New or Returning Visitors-Visitor Loyalty and Trending
How do they use your site?-Highly viewed pages-Landing & exit pages-Navigation patterns
How do they find you?-Direct Traffic-Paid and Organic Search-Referral Sites
Are they doing what you want?-Goal tracking
Answer Questions: Targeted but Reactive
External Investments:-What is the ROI on our spring displaycampaign?-How is our Yahoo campaign performingcompared to Google?
Opportunities:-Are people searching for products wedon’t sell but should?-Do we have enough European traffic tojustify a local sales team?
Internal Investments:-How effective is that new white-paperat driving leads?-Are people watching our new video?
Test: Defined & Proactive
Off-Site:-Display Creatives-Email Newsletters-Special Offers
Company-Wide:-Color scheme-Company voice (active v. passive, “I” v.“We”)
On-Site:-Layout-Images & Multimedia-Page copy-Forms
“Analyzing data in aggregate is a crimeagainst humanity.”-Avinash Kaushik
Personally-Identifiable Information:-IP address-Google account information
Demographic Data:-Gender-Household Income-Age-Company (usually)
Page-level analytics:-Click patterns-Mouse-over heatmaps-Form drop-outs
Imperfect Data:-1-pageview visits-Cleared cookies-No data reprocessing
Analytics Limitations
On-Page Analytics
On-Page Analytics
Attention Wizard:-Computer generatedattention heat maps-Works on mock-ups-Free & Pro Models(up to $40/map)
Crazy Egg:-Click tracking-Mouseover Map-Starting at$9/month
ClickTale:-Click tracking-Mouseover Map-Form funnels-Session recording-Starting at$99/month
Questions?
Part II• How does Google Analytics collect data and
why does it matter?• How do I navigate through the reports?
Analytics Sets Cookies
Real Cookies
Analytics Reads URL Parameters
http:// analytics . google . com / support ? utm_medium=cpc
subdomain
domain
extension / top level domain
directory
parameter
Traffic Source Parameters
Query Parameter:q=buy+flowers
Landing Page TrackingParameters
Tracking Parameter:utm_medium=CPCut_campaign=Flower-General
