Download - Google Analytics - Foundation for Success
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Google Analytics – A Foundation for Success
Your Host: Art Lee
+Our Sponsor
+Feedback + or -
+Why?
Encourages more people to join Increases group’s network
+Direction of the Group
n Learn Something Valuable
n Promote Companies and Expertise
Build a
Strong Referral Network
+
Google Analytics Value
+ Root Cause of Failed Campaigns
Ø Lack of structured thinking around a real purpose
Ø Lack of objectives set of measures to identify success or failure
+ What Google Analytics Does
1 Collection
2 Processes
3 Configures
4 Reports
+ Digital Analytics Defined
Improves customer online experience to DRIVE Your Desired
Outcome
+ What activity can be tracked?
Ø Website
Ø Mobile website
Ø Mobile application
Ø Gaming console
Ø Any digitally connected device
+ What would you track?
Purpose Measured Content Publishers
Frequent visits
Ecommerce Product Sales Online Support Provide answers quickly Lead Generation Contact submission form Branding Engagement/Awareness
+ What’s needed to collect
Ø Web: Java Script Code, tracks Page Views
Ø Mobile: Tracks Activity
*Implementation different by device, still tracks when not connected
+ Skills Needed
Business Objectives & Strategies to achieve
Understand analytics
Technical skills
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Formula to Success
+ The PFR Formula for Success
Plan
Funnel
Reporting
+ Why conversions
How can you improve if you don’t know what’s
going on?
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Planning
+Build Measurement Plan
Avinash Kaushik Google Analytics Evangelist
+ Step 1
Write down your business objectives – set broadest
parameters
+ Step 2
Identify your key strategies and tactics
+ Step 3
Choose KPIs
(Key Performance Indicators)
Target 3, no more than 10.
+ Step 4
Choose Target KPIs
Your parameters for success
+ Key Performance Indicators
Avg page visits to a blog in the fashion industry
Avg clicks it takes to complete online purchase
Number of form captures completd
+ Step 5
Choose Segments (people, behavior, outcomes)
+ Example.
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Funnel
+ What is a considered a conversion?
Ø Micro conversions lead to a Macro conversion (final important action)
Ø Each micro tracked to see value of whole journey
+ Tracking a User Journey
Email Signup
Watch Video
Account Signup Purchase
Micro conversions Macro conversion
+ Conversion Attribution
Ø Assigning credit for a conversion
Ø Search ad, Display ad, Social ad = Sale
Ø Define an attribution for each micro conversion to determine worthiness of a channel
+ For example
Customer visits website four times from four channels before spending $100
Display Ad
Social Media Email Blog
Post
+
Reporting
+ Adding Context to Data
Context helps determine good or bad performance
Types:
Internal/External
+ Two Ways to add Context
Ø External data: benchmark general industry trends/standards. If your trends match, it is general growth
Ø Internal historical trends to benchmark and create KPIs
+ Segmentation to understand Aggregated
Aggregated view shows you everything
Analyzing segmentations allow for deeper
understanding of what’s happening
+ Segmentation Types
Ø Date and time – see how users behavior differs
Ø Device – track performance for desktops, mobile, tablet
Ø Marketing Channels (email, vs twitter)
Ø Geography – country, city
Ø Customer – repeat vs. first time
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Want to learn more Get Google Individual Qualified
+
Questions?
Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee [email protected] InternetMarketingCoach.hk
Property of Internet Marketing Coach Ltd. Hong Kong.
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