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Making Smarter Decisions with Google Analytics
Caleb Whitmore
@analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.
About Caleb
• Founder & CEO, Analytics Pros
• Founder, GAUGE the Google Analytics User Conference
• Founder, the Best Practices Conference
• On Twitter @analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.
I Wrote a book about Google Analytics
Get a copy: http://goo.gl/nKwPI
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Our Services
Media
Optimization
Platform
Optimization
Digital Measurement & Insights
• Data driven...
• Organic & Paid Search
• Social media
• Cross-channel optimization
• Attribution Modeling
• Data Analysis & Reporting
• User experience & key process analysis
• A/B testing
• Multivariate testing • Web + Mobile + Social
• Strategy + Implementation
• Governance & Administration
• Training
• Reporting, Analysis, Staffing
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What We’ll Talk About
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Even More Reports…
© 2012, Caleb Whitmore & Analytics Pros, Inc.
But do they really help us?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Which half of 50% is better?
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
-John Wanamaker
© 2012, Caleb Whitmore & Analytics Pros, Inc.
A Promise “Data and Analytics can make things better”
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What Marketing Worked?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Can you tell which is better?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Failure? The 7 Causes of Digital Analytics Failure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Why Digital Analytics Efforts Fail
1. No Strategy
2. No Plan
3. Bad Implementation
4. Data Overload – analysis paralysis
5. Distrust of data
6. Barriers to reaching data
7. Lack of action after insights
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What Can Be Done?
To NOT Fail
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Digital Analytics Success Model
Strategy
Goals
Questions
Plan
Capability
Team
Toolbox
Process
Insight
Analysis
Meaning
Answers
Action
Prioritization
Toolbox
Results
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Strategy
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Lifecycle Phases
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Strategy & Planning
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Goals: Align With Your Business
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Ask the Right Questions
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Tip
Ask Business Questions, NOT Metrics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Example
Metric Question
How many views to Page X?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Example
Metric Question
How many views to Page X?
Business Question
Which promoter is a better partner?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Capability
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Implementation
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team: Get the Right Coverage
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What’s Your Structure?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Rockstar
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Business Strategist
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Super-Developer
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Data Miner
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Let’s Go Dig Up
Some Data!
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Analysis Ninja
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What’s Your Structure?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Team Structure
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Insight & Action
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Analysis & Optimization
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Two Ways to Win
How did this
bucket get so
empty?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Action: Having The Right Toolbox
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Google Analytics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
User Report
www.UserReport.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
not
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Optimizely
http://www.optimizely.com/ © 2012, Caleb Whitmore & Analytics Pros, Inc.
Digital Analytics Success Model
Strategy
Goals
Questions
Plan
Capability
Team
Toolbox
Process
Insight
Analysis
Meaning
Answers
Action
Prioritization
Toolbox
Results
© 2012, Caleb Whitmore & Analytics Pros, Inc.
7 Google Analytics Essentials
in 7 minutes © 2012, Caleb Whitmore & Analytics Pros, Inc.
#1 Implementing GA What to do, and NOT do…
learned the hard way!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Plain Vanilla… It’s Not for You
Image source: http://atencentgemjar.wordpress.com/ © 2012, Caleb Whitmore & Analytics Pros, Inc.
The GA Tag Comes in Many Flavors
Image source: http://valuestream2009.wordpress.com/ © 2012, Caleb Whitmore & Analytics Pros, Inc.
The Settings that Matter
• There are over 55 documented settings for the tag
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Settings that Matter
• There are over 55 documented settings for the tag
• Top settings to consider:
– Cookie Domain setDomainName
– Campaign Anchors setAllowAnchor
– X-domain Linking setAllowLinker
© 2012, Caleb Whitmore & Analytics Pros, Inc.
This is Bad…
• If your website is www.zenithvineyard.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Data Quality Checking Tools
• Audit your site data for quality
– Internal referrals?
– Suspicious “direct” landing deep within your site?
– Odd exit pages with high rates?
• Use tools:
– www.analyticscheckup.com
– www.observepoint.com
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Caleb’s Implementation Tips
• Plan your business requirements
• Implement the GA tag correctly for your website(s) – Consider domain names (sub-domains, 3rd party
domains)
– Place the tag on all pages
– Use the setAllowAnchor feature
• You may want to take a course, read a book, or hire an expert to assist – don’t skip on this!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Related Resources
• Books – Performance Marketing with Google Analytics
(Whitmore, Tonkin, Cutroni): http://goo.gl/nKwPI – Advanced Web Metrics (Clifton): http://goo.gl/8f9ui – Google Analytics (Cutroni): http://goo.gl/yXq6j – Web Analytics 2.0 (Kaushik): http://goo.gl/94Bhu
• Training – Online GA Conversion University: http://goo.gl/gBVYg – Google Seminars for Success: http://goo.gl/Cx87U – GAUGE Google Analytics User Conference (next one is
in NYC Oct 17 - 18): http://goo.gl/nqDQI
© 2012, Caleb Whitmore & Analytics Pros, Inc.
#2 Google Analytics Goals
Without a goal, what’s the point?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
A “typical” Goal
Typical GA Goal
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Goal Essentials
Goals with a Framework
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Goal Examples: Simple Framework
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Related Resources on Goals
• Caleb’s goal planning worksheet: http://goo.gl/Ivcxm
• Great blog post by Avinash Kaushik: http://goo.gl/gpLD4
© 2012, Caleb Whitmore & Analytics Pros, Inc.
#3 Campaign Tagging
Traffic Source Identification
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Traffic Source Segmentation
• Screenshot showing traffic source data mediums report with +/- view
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Identify Traffic Sources Against…
• Goals
• Transactions
• Landing pages
• Campaigns by Geography
• Everything!
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Just to be clear…
• Google Analytics can track any kind of marketing – not just Google AdWords
– Email marketing
– Microsoft AdCenter paid search
– Display ads run anywhere
– Social Media traffic
– Even offline campaigns
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Tracking Your Marketing
• What to know: – Email will show up as “direct” unless it is specifically
tagged
– Banners & links will show up as “referring” not “banner”
– Offline campaigns can be tracked using vanity URL’s and tracking codes
– Paid search must be tagged, otherwise it gets mixed in with organic search
© 2012, Caleb Whitmore & Analytics Pros, Inc.
GA’s Oder of Operations
1. Check of Campaign Tags (utm_etc…)
2. Look for Referrer – Search Engine =
organic/search engine/keyword
– Referring Site = referring domain / page
3. Lump into “direct/none”
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Campaign Links: How They Work
• In web addresses, the parts after a question park are called “query parameters”. Sometimes your webserver does something special with them.
www.example.com/page?id=1234 • If your webserver doesn’t recognize the query
parameter, it ignores it. These addresses both go to the same page:
www.example.com/page www.example.com/page?myname=johnsmith
© 2012, Analytics Pros, Inc.
Campaign Links: How They Work
• So even better than making up labels, we can use some labels that Google Analytics recognizes:
www.example.com/page?utm_medium=email &utm_source=newsletter
&utm_campaign=spring-2010
• These represent the medium, source, and campaign.
• You don’t have to build these URLs by hand.
© 2012, Analytics Pros, Inc.
URL Builder
URL Builder
A Better URL Builder
• Excel-based
• Automate the process
• Ensure consistency
Get it here: http://goo.gl/qpzDF
© 2012, Analytics Pros, Inc.
#4 Segmentation
Going beneath the surface of your data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
© 2012, Caleb Whitmore & Analytics Pros, Inc.
6 Ways to Segment in GA
1. Standard report drilldowns
2. Report secondary & pivot dimensions
3. Custom Reports & Dashboards
4. Advanced Segments
5. 3rd party tools
6. Data Export API tools
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Standard Report, No Drilldown
What’s the cause?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Standard Report w/Drilldown
Organic & Referral Spiked
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Secondary Dimension Segmentation
Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Secondary Dimension Segmentation
Shows Visits, Bounce Rates for each Keyword – but how do landing pages impact this?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Pivot Segmentation
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Pivot Segmentation
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Pivot Segmentation
© 2012, Caleb Whitmore & Analytics Pros, Inc.
#5 Geographic Analysis
Where Your Customers Are
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Geography
Default graphic weighted by Visits
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Geography
Change color weighting to use another metric
© 2012, Caleb Whitmore & Analytics Pros, Inc.
#6 Technology Analysis
From Your Customers’ Perspective
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Internet Explorer Analysis
• Bounce Rates for IE versions vary wildly
• IE 9.0 users really have a hard time
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Other Technology Analysis
• Analyze goal and experience factors
– Conversion rates
– Time on Site
– Pages/Visit
• Analyze other technical factors:
– Screen Resolution
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Screen Sizes Report
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Screen Resolution Example
Example report using Next Analytics for Excel plug-in: http://goo.gl/fAkTm
© 2012, Caleb Whitmore & Analytics Pros, Inc.
#7 Entrance Point Analysis
Where’s the Front Door?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Entrance Point Analysis
• Your website’s “front door” is probably NOT the main point of entrance
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Where Do People Enter?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Entrance Point Questions to Ask
• How porous is your site?
– Most traffic comes/goes from non-portal pages?
– Portal pages make up the majority entrance/exit points?
• What is the impact on key metrics?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Entrance Point Impact on Key Metrics
• Custom Report showing landing page key metrics
© 2012, Caleb Whitmore & Analytics Pros, Inc.
The Latest and Greatest
What’s New in Google Analytics
that you should be using
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Real-Time Reports
© 2012, Caleb Whitmore & Analytics Pros, Inc.
What can Real-Time do?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Remarketing Lists with GA Data
• MUST use this feature!!
• Enables creation of AdWords remarketing lists based on Google Analytics data
• Details at http://www.google.com/analytics/features/remarketing.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Remarketing Lists in GA
© 2012, Caleb Whitmore & Analytics Pros, Inc.
GA for Mobile
• You NEED to be measuring your apps
– User Experience
– Marketing performance
– Engagement & value
• GA Mobile App reporting:
– Familiar interface, tuned for mobile app data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Quick Poll
• Are you measuring mobile app?
– Not measuring my app
– Already using Google Analytics app tracking
– Using other free mobile analytics solution such as Flurry
– Using other paid web/mobile analytics solution
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Attribution Modeling
• Create multi-touch, multi-channel attribution models to test value changes
• Example:
– Discount last “direct” visit
– What changes in value attribution across marketing channels?
Note: Attribution Modeling is only available in GA Premium Edition
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Attribution Modeling
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Un-sampled Data
• Download all your data without sampling
• Get a clear (accurate) picture of metrics
• Export large datasets for data warehouse integration
http://www.analyticspros.com/blog/google-analytics/sampled-vs-unsampled-data/
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Note: Unsampled Data is only available in GA Premium Edition
More Premium-Only Features
• Enhanced advertising measurement
• More Custom Variables
• Faster, more up-to-date data
• 24x7 Support, SLA’s
• Resellers provide enhanced support, training, and consulting services beyond the product
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Why Think About Premium?
• Do potential gains exceed the required investment?
• Does your scale require more data – 10mm+ hits/month – 500k+ visits/month
• Do you need SLA assurances & support?
• More at www.gopremium.biz
© 2012, Caleb Whitmore & Analytics Pros, Inc.
”We didn’t realize how many answers
to our questions were already buried in
our data until we partnered with
Analytics Pros to implement Google
Analytics Premium.”
- EJ Kalafarski, VP of Product,
Onswipe
Google Tag Manager
• Marketing tag management platform
• Increases marketing agility – Launch new tags in
minutes
• Full QA/Testing built-in
• Google scale & reliability
• http://www.google.com/tagmanager
© 2012, Caleb Whitmore & Analytics Pros, Inc.
3rd Party Apps for Data Analysis
• Vast ecosystem of apps
• Make faster, better use of GA
• Rules for a good app:
– Does something that GA itself doesn’t do well
– Directly hooks into GA data
– Deepens the analysis you can do on your data
– Enhances sharing of data
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Report Shortcuts
• http://analytics.blogspot.com/2012/08/get-to-your-data-faster-announcing.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Android App for GA Reports
© 2012, Caleb Whitmore & Analytics Pros, Inc.
• http://analytics.blogspot.com/2012/06/data-at-your-fingertips-announcing.html
Google Docs Integration
• http://analytics.blogspot.com/2012/08/automate-google-analytics-reporting.html
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Thanks Questions?
© 2012, Caleb Whitmore & Analytics Pros, Inc.
Caleb Whitmore @analyticspros