getting more out of web analytics - bjc healthcare marketing conference 2014

Getting More Out of Web Analytics

Scott Mowery (@scottmowery)Manager, Search Engine Marketing

& Web AnalyticsCleveland Clinic

2014 BJC Communications & Marketing ConferenceJuly 10, 2014

We Have GA Set Up … Now What?

Saving Time

Mining Insights

Telling a Story

Saving Time

Annotations

http://bit.ly/WAannotations

• Reconfigure a report just once• Can be edited later• Learn More: http://bit.ly/WAshortcut

Shortcuts

Top pages report + Two filters + Sort by Entrances + Expansion from top 10 pages to 500 pages

“Top Ortho Pages” Shortcut

• Collect 12 reports into 1• Springboard to dive into

other reports/shortcuts• Learn More:

http://bit.ly/WAdashboard

Dashboards

Share the Wealth

Empowerthe

Team

Avoid Drive-By Shootings

Google Analytics FAQ

Download: http://bit.ly/WAgaFAQ

Brush Up on Your Excel

Intelligence Events

• Automated alerts that indicate radical changes in traffic patterns

• Includes automatic and custom alerts• Alerts can be sent by email or text• Potential usage: Site crashes, content

traffic spikes/drops, viral content• Learn More:• http://bit.ly/WAintelligencealerts• http://bit.ly/WAintelligencealerts2

Mining for Insights

Segmentation Leads to Insights

Segmentation Leads to Insights

Learn More: http://bit.ly/WAsegment

Simple “Digestive” Filter

• “Power-Match” to include/exclude multiple conditions

• Coding combines alphanumeric characters with metacharacters (*, ^, $, |, \, ., [ ], ( ), etc.)

• Can be shared across user accounts

Regular Expressions (aka RegEx)

Advanced Filter with Regex

Shows pages with “digestive” OR “ortho” in the URL

Geotargeting with Regex

Lunametrics RegEx eBook:http://bit.ly/WAregex

RegEx Cheat Sheet:http://bit.ly/WAregex2

Read More on RegEx

http://bit.ly/WAregex



http://bit.ly/WAregex2



• View any report just for a specific subset of your web audience

• Apply on multiple conditions including demographics, technology, date of first visit, traffic sources, campaigns, pages and more

• Can be saved and shared

Advanced Segments

Advanced Segments

Advanced Segments

Learn More: http://bit.ly/WAgasegments

• Personalize your own reports with just the dimensions & metrics you choose

• Can be shared with/imported from other GA users

Custom Reports

Learn More: http://bit.ly/WAcustom & http://bit.ly/WAcustom2

Custom Error Page Report

Download: http://bit.ly/GAgallery404

Visits by Day of Week& Hours of Day

Download: http://bit.ly/GAgallerydayhour

• Customized “on-click” elements• Measure site engagement• Contains multiple levels for drill-

down & roll-up reporting

Event Tracking

Learn More: http://bit.ly/WAgaevents

• Take time up front to think through structure, hierarchy and level of detail

• Maintain a log for consistency and reference

Campaign Tagging

Learn More: http://bit.ly/WAcampaign1 http://bit.ly/WAurlbuilder

• Original URL for 3/17/14 post: http://health.clevelandclinic.org/2012/05/5-healthy-habits-you-can-learn-from-your-dog/

• Tagged URL:http://health.clevelandclinic.org/2012/05/5-healthy-habits-you-can-learn-from-your-dog/?utm_campaign=cc+posts&utm_medium=social&utm_source=facebook&utm_content=140317+healthy+habits+dog

Campaign Tagging Example

Telling a Story

Don’t Accept This Question:

Can you run me some numbers?

Apply Context to Your Data

Resist Doing Top 10 Reports

Be Careful With Relying on Averages, Ratios & Percentages

Display Your Data Correctly

Source: Extreme Presentation Blog (http://bit.ly/WAchartchooser)

Present Actionable Insights

So What?

Learn More: http://bit.ly/WAsowhattest

Web Analytics Resources

• Google Analytics Academy• Google Analytics YouTube Channel• Twitter: #ganalytics, #measure• Avinash Kaushik• Brian Clifton• Web Analytics Demystified blog• Lunametrics blog

Thank [email protected]

@scottmoweryhttp://www.linkedin.com/in/scottmowery