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MAKING SENSE OF ANALYTICSDANA DITOMASO
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What’s the point of analytics?
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Are you spending time & money on the right
things?
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What are the right things?
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Go back to your goals.
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Do you have goals or aspirations?
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Are they realistic?Can they be measured?
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Increase total sales by10% in Q4
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Communicate the social and economic value of
(organization).
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Break down every goal.
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(real client example)
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Social Metrics
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Share of Voice
Amount of overall conversation that’s about you vs your competitors.
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Influence
Who is talking about your brand and what is their
impact?
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Engagement
Overall engagement on your posts.
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Not all engagement is created equal.
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Can lead to chasing engagement for the sake
of engagement.
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Who is this for?
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But our engagement went down!
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This is the danger of boosted posts.
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Why do you want to attract the people who click like on anything?
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Instead, break down thatengagement.
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Amplification Rate
Number of shares per post.
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Conversation Rate
Number of comments per post.
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Applause Rate
Number of likes per post.
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What is most important for you right now?
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Reporting Tools
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https://www.rivaliq.com/
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https://buzzsumo.com/
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What can you automate?
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Don’t forgetGoogle Analytics.
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Google Analytics is a big liar.
Audience > Overview
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Sessions:A group of interactions.
More here:https://support.google.com/analytics/answer/2731565
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More here:https://support.google.com/analytics/answer/2992042
Users:The number of people
who interacted with your site.
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Pageviews:The total number of pages
viewed.
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Pages / Session:Pages viewed per session,
on average.
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Avg Session Duration:Average time spent on
site.
Another Reason Why Session Duration Is Probably Wrong
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Bounce Rate:The percentage of single-
page sessions.More here:
https://support.google.com/analytics/answer/1009409
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% New:Percentage of “new”
visitors.
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Your goal shouldn’t just be visits.
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There are better placesto start.
Acquisition > All Traffic > Channels
https://support.google.com/analytics/answer/1033867
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Build in “conversions”.
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“Reporting on last-click attribution in 2014 is like
buying a football team and only paying the players who
score.”
-@anniecushing
Conversions > Attribution > Model Comparison Tool
Conversions > Multi-Channel Funnels > Assisted Conversions
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Give credit where credit is due.
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But then there’s Dark Social.
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You can’t actually track everything.
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Text MessagesgchatSlack
Private BrowsingGmailApps
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http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/
263523/
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Get this report: http://kickpoint.ca/dark-social-ga/
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Automate what you can.
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Your job is insight, not data.
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THANK YOU!
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