outsmart the competition with google analytics

Confidential. Property of Noble Studios

Outsmart the Competition with Google Analytics

NCET Tech Bite:


I. Super-quick overview of Noble Studios

II. Convince you that you NEED Google Analytics in order to succeed in 2014

III. Provide a killer framework for getting the most out of your web data

IV. Make it real with some cool examples

P.S. Don’t worry - you don’t have to remember everything we go over.

Visit NCET.org or the Noble Studios blog tomorrow to download this presentation

Today’s Agenda

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#NobleStudios

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Confidential. Property of Noble Studios 4


Fastest-Growing Private Companies in America

Inc. 500|5000

Best Places to Work Finalist

Northern Nevada Human Resources Association

2014 Business of the Year

Small Business Administration

Google AdWords & Analytics Certified Partner

Google

100+ Industry Awards

Webby Awards, ADDY Awards, W3C, Adrian Awards, Communicator Awards and more.

Recognition

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Select Clients

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Confidential. Property of Noble Studios 7

Approach

Research

Strategic Planning

Persona Development

THINK

Information Architecture

Design

Development

MAKE

Marketing

Analytics

Optimization

MEASURE


#TooMuchData

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90% of the data in the world was created in the last two years!

Every minute in 2014:

• Google receives over 4,000,000 searches.

• Facebook users share 2.5 million pieces of content.

• Twitter users tweet 300,000 times.

• Instagram users post 220,000 new photos.

• YouTube users upload 72 hours of new video content.

• Email users send over 200 million messages.

• Amazon generates over $80,000 in online sales.

Source: DOMO

We Live in a World of Data

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The most successful companies in the world are leveraging data-driven strategies to

innovate, compete, and capture additional value from their customers.

Large Companies Know This

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More

Data

Better

Information

Improved

Decisions

Business

Nirvana!

The Data Promise

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More DataTime

Investment

Lots of

Noise

More

Questions

than

Answers

Frustration!

The Data Reality

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But…

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What can small and mid-sized businesses do?

There’s Hope

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Image source: Africa Hannibal


#AnalyticsToTheRescue

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Your customers are online. You need to:

• Understand what is working.

• Fix what isn’t working.

• Calculate your site’s impact and value.

• Justify and encourage financial investment.

• Better understand your customers.

• Dominate your competition.

• Make more money.

Why Measure the Web

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This is What I’m Talking About

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Click on image to view video

http://youtu.be/xAfA3D8VSnk

http://youtu.be/xAfA3D8VSnk


• It’s FREE

• It’s powerful

• It’s easy to install

• It’s customizable to your business

• It’s just plain awesome

• Import offline data

• See customer demographics

• Segment visitors every which way imaginable

• Re-market non-converters

• And so much more!

Google Analytics = Your Best Friend

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#BTW

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Installing GA – Step 1

1. Go to www.google.com/analytics.

2. Create a Google account or login to

an existing account.

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http://www.google.com/analytics



1. Sign up for a Google Analytics

account.

2. Accept the terms of service.

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1. Go to the admin section and then

click the tracking code link.

2. Grab the code and either:

1. Install directly on your website

(WordPress).

2. Have your tech person install on

your website.

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BOOM!

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#LetsRoll

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We Don’t Want This

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Image source: LSTS Blog


Or This…

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Image source: YoYo Games


Some Advice…

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Metric

Hypothesis

Experiment

Act


#DataOverload

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•How are you acquiring traffic to your website? What’s

working? What’s not? How are you prioritizing your

investment of time and money?Acquisition

•What is the behavior you are expecting when people

arrive? What pages should they see? How long should

they stay on the site? Are there certain actions they

should take?

Behavior

•What outcomes signify value to your business? A

download? A phone call? A qualified online lead? Signing

up for email promotions? Buying your product/service?Outcome

Focus Only On What Matters

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Source: Occam’s Razor by Avinash Kaushik


Analytics Plan for the Small Business

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Goals: Make money. Survive. Make more money.

Image source: Blog Marketing Academy


Acquisition

Cost per

Acquisition

(CPA)


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Behavior

Bounce Rate


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Behavior

Bounce Rate

Checkout

Abandonment Rate


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Outcome

Macro

Conversion Rate


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Analytics Plan for the Mid-sized Business

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Goals: Optimize Campaigns.

Deeper Engagement. Multiple Outcomes.

Image source: Entrepreneur.com


Acquisition

Cost per

Acquisition

(CPA)

Click-

through

Rate (CTR)


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Behavior

Bounce Rate

Checkout

Abandonment

Rate

Page Depth

& Loyalty


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Outcome

Macro

Conversion

Rate

Micro

Conversion

Rate


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Image source: Occam’s Razor by Avinash Kaushik



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#RealWorldExamples

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Case Study #1

Client Type:

Small business in the health care field.

Question:

I’m spending $XXX per

month for an ad on Yelp.

Is it worth it?

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Case Study #1

Findings:

Yelp traffic is much

more engaged.

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Case Study #1

Findings:

And converts at a higher

rate.

Is it worth it? Do the

math.

$XXX / 41 Conversions

= $CPA

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Segment! Segment! Segment!

Tip #1

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Case Study #2

Client Type:

Mid-sized consumer

product business.

Question:

Who are my best

customers?

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Image source: Data Candy


Case Study #2

Findings:

Many 25-34 year olds

going to the website.

Men and women are

using the site equally.

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Case Study #2

Findings:

But, wait…who’s

actually buying?

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Case Study #2

Findings:

Dump the data in Excel.

The best converters are

actually over the age of

45.

Get more of them!

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Turn on demographics reporting.

Tip #2

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Case Study #3

Client Type:

Mid-sized business in

the travel industry.

Question:

I’m running TV ads in

Los Angeles. Are they

driving traffic to my site

at all?

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Image source: David Zanzinger


Case Study #3

Findings:

By annotating major TV

ad run dates in Google

Analytics, we can see a

correlation to increased

site traffic.

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Case Study #3

Findings:

Traffic from LA is up 3x

as much as the site

average during the

campaign period.

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Case Study #3

Findings:

Direct site traffic from

the LA market is up

huge.

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Case Study #3

Findings:

Engagement and conversion rate from the LA

market are outperforming the site average.

Los Angeles is rockin!

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Don’t fight or ignore traditional media efforts - help improve them!

Tip #3

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Image source: Engage 321


#TricksandTips

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Be Creative!

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Discriminate!

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Amy

Matt

Crystal

Liane

Brittany

Kelly

Chris

Kim

Heather

Anita


Correlate!

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Turn Insight Into Action

The goal is to turn data into information,

and information into insight.

- Carly Fiorina, Former CEO of HP

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outsmart the competition with google analytics

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