google analytics 101: harnessing the power of data
TRANSCRIPT
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Analytics 101: Harnessing the power of dataGarrett Mehrguth, MBADirective Consulting | CEO
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The plan:AGENDA
‣ Introduction‣ Overview of Analytic modeling‣ How to Set Up Analytics‣ Implementing Event Tracking (I have a code that makes it easy!!)‣ Reporting with Conversion Tracking and Goal Values‣ Understanding the Power of Segmentation
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INTRODUCTION 3
A little about me‣ I am the CEO and Founder of Directive
Consulting. We do SEO, PPC, and CRO.
‣ I like to play soccer and surf!
‣ In my free-time I also like playing with capital and learning how to grow money through proper allocation.
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Analytic Modeling
OHHHH YEAAAAA!!!!
Analytics 101: Harnessing the Power of Data
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Hold everything constant and test one thing.
5Analytic Modeling
What is it and why should I care?
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You can’t test everything at once
6Analytic Modeling
Know what your testing
The Office
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How to Set up Google analyticsDon’t worry it’s easy!
Analytics 101: Harnessing the Power of Data
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Go to Google Analytics: http://bit.ly/1a5ZrY2
Add tracking code to the head of your page
THAT’S IT!!!
8Setting up Google Analytics
Overview
The Office
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Four Big Sections Home Reporting Customization Admin
ASK LOTS OF QUESTIONS
9Setting up Google Analytics
Getting Comfortable
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How to Set up Event TrackingWe GOT THIS!!
Analytics 101: Harnessing the Power of Data
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11Setting up Event tracking
The magic Code<script type="text/javascript">jQuery(document).ready(function() { // When the page loads:
console.log("Setting Hook Timeout");setTimeout(function() { // After One Second:
console.log("Hooking onto button Event");// Stuff to Edit:var cssSelector = '.submit_button';var eventCategory = 'Form';var eventAction = 'Submit';var eventLabel = 'Get Quote';
// Stop Editing.jQuery(cssSelector).on('click', function() {
console.log("Triggeting Event");ga('send', eventCategory, eventAction, eventLabel);
})}, 1000);
});</script>
Harry Potter
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1. Open website in Google Chrome2. Inspect Element3. Click Network4. Command+F search for “Jquery”5. Install code into head of page6. Test by inspecting element (don’t forget to clear cache
by clicking on the circle)7. CSS selector equals: . for class; # for id
12Setting up Event Tracking
Setting it Up the hard way
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Find Event (download link for a PDF): <button id="button">Please click</button>
Place Code in Head:$('#button').on('click', function() {
ga('send', 'event', 'button', 'click', 'nav-buttons');
});
More details: http://bit.ly/1cqVttq
13Setting up Event Tracking
Setting it up the simple way
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How to Set up Goal Tracking
Let’s talk $$$
Analytics 101: Harnessing the Power of Data
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What do you want to test? DESTINATION DURATION PAGES/SCREENS PER SESSION EVENT
We can set these up by going to the “Admin” section than “Goals”
15Setting up Goal Tracking
Setting Your Goals
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Clients (and marketers) understand $$$
Take the Average Lifetime Value of a Client and than multiply by Conversion Rate!
16Setting up Goal Tracking
Put a $$$ on It
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How to Set up Segmentation
The Little Things Matter
Analytics 101: Harnessing the Power of Data
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Admin View
Segments New Segment Select and
Compare
18Setting up Segmentation
Create Segment
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REPORTING Conversions
Goals Overview Add Segment Filter and Compare
19Setting up Segmentation
Use Filters and compare
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Key takeawaysIn Closing
Only test one thing at a time
Set up your events and goals
Give them a dollar value
Segment and compare conversions to understand your market
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A gift For you In Closing
Here is access to our custom dashboard!
http://bit.ly/1BjSx3E
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Q&A23Analytics 101: Harness the power of data