mastering analytics and integrations - brightedge share 2016 speaking engagement

@brightedge #share16

Freddie Blicher | Sr. ManagerMarriott/Ritz-Carlton

Mastering Analytics and Integrations



Sr. Manager, SEO - supporting Marriott & Ritz-Carlton

Worked in Web & Mobile Analytics– Implementation, QA & Reporting - Adobe, IBM Coremetrics, Google

Analytics, Webtrends

Worked in SEO– Mobile, Local, Technical & Analytics integrations with Brightedge

Linkedin.com/in/freddieblicher

About me




SEO Analytics is Complicated


Analytics Tool Implementation

Data Quality

Analytics Team Secure Search

Challenges



How can we better optimize given these challenges?

How do we better correlate keyword rankings and landing page performance?

What view of our data can we use to audit and identify problem areas of our sites?

SEO Analytics Opportunities





What do we do and how do we get there?




Solution: Integrate your Analytics data with Brightedge



SEO Analytics - Getting your data ready for integration


Step 3

Create Reports & QA data

Step 2

Partner with your analytics team to create an accurate segment in your Analytics tool

Step 1

Partner with analytics team to define reporting requirements and metrics (using direct metrics)



Analytics tools typically have 2 different types of metrics - Direct & Associated/Participation

Direct Metrics

Participation Metrics

Example: Customer enters a page from Google and books a room for $100– http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-omn

iture-sitecatalyst/

Step 1: Metrics - Direct vs. Associated/Participation


http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-omniture-sitecatalyst/

http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-omniture-sitecatalyst/



Step 2: Segments can be complicated




Best practice for an SEO Segment in your Analytics tool: – Marketing channel is/contains Natural Search– If using tracking parameters (Google My Business, Yext)

include in segment– Align with your Analytics team on 7 day last click, 30 day last

click, Multitouch attribution– Device type is All Device Type or by device - Other (Desktop),

Smartphone or Tablet devices– Define direct metrics by defining an action that happens only

once per visit Entry Page

Step 2: Best practices for getting the right SEO data




Step 3: Create Analytics Reports & QA data


Try to follow Brightedge recommended integration

Determine which tool to use to create reports

QA & Sanity Check your data



Completing Brightedge Integration


Step 3

Launch final reports

Step 2Fill 2 weeks of data in Brightedge & QA - you don’t want to load all data

and find issues

Step 1

Engage with your Brightedge Integration team



After Integration


Brightedge page reporting integration with your analytics tool marries ranking data with page level analytics data



Improved Page Level Reporting


One combined view of ranking data with analytics data




How do we use this?

Combine your data sources



Step 1


Pull “Keyword Reporting” data from Brightedge



Step 2


Pull your page’s meta data from your crawling tool



Step 3


Pull “Page Reporting” data from Brightedge



Step 4


Combine your data sources in Excel



Thank You & Questions


mastering analytics and integrations - brightedge share 2016 speaking engagement

Data & Analytics