geary lsf university presents: advanced analytics
Post on 20-Aug-2015
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ANALYTICS - ADVANCED TOPICS
THE PROGRAM
» Today» Reporting
» Quality Control» Segments
» Conversion Triggers» Goals» Funnels
» Ecommerce» Dashboards» GA Profiles
» Upcoming» Beyond Analytics
» Information types» Roles» Context» Other Tools
» Analytics Discipline» Quantitative vs. Qualitative
» Holistic Ecosystem» GLSF U Analytics
Certification
REPORTING
QUALITY CONTROL (QA)
» Double checking live data
GA REAL-TIME REPORTING
» Real-Time allows you to monitor visitor activity as it happens on your site.» You can immediately and continuously monitor the effects that new
campaigns and site changes have on your traffic.
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GA REAL-TIME REPORTING
» A few good ways to use Real-Time is for:» immediately verify that the tracking code is working on your site» monitoring whether new and changed content on your site is being viewed» see whether a one-day promotion is driving traffic to your site, and see which pages these visitors are
viewing» monitor the immediate effects on traffic from a blog/social network post or tweet
» In Real-Time, a user is active if he or she has triggered an event or pageview within the past 5 minutes.
» Real-Time reflects your profile data. » If your data looks incorrect, check which filters are being applied to the profile. » When debugging tracking code implementations, be sure to use an unfiltered profile.
» Real-Time supports App profiles, so you can see mobile SDK traffic in real time as well.
» Serves as a great end to end debugging tool
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TROUBLESHOOTING TAG ISSUES
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SETTING UP FOR REPORTING
» Determine questions first» Did we reduce cart abandonment?» Did the average order value go up?» Which landing pages increased engagement?» ?
» Identify dimensions & metric/KPIs to answer» Determine how you want to see the numbers
» Comparing multiple items / instances» Time series progressions» Time vs time» ?
SEGMENT YOUR TRAFFIC
» Data in aggregate is often devoid of meaning
CASE STUDY: SWISSOTEL ADVANCED SEGMENT
» Advanced Segment – AdWords PPC» Step one – Singapore Paid vs Organic» Step two – Geography
» Australia, England, US» England AOV 2x+ others
» Preferences» English prefer view of the rooms» Australians looked for promotions
» Results» Targeted Landing pages
SWISSOTEL EXAMPLE
» Review analytics data for differences in performance
SWISSOTEL EXAMPLE
» Based on observations, isolated targeted geography by filters
SAINT Classification
SWISSOTEL EXAMPLE
» If observations look valid, test by filtering Segments or add Classifications (in Adobe) to compare
SWISSOTEL EXAMPLE
» If group metrics look satisfactory, create and save as Advanced Segments to compare across time and against other segments
SWISSOTEL EXAMPLE
» When ready, GA Advanced Segments are available to select for side-by-side comparisons
SWISSOTEL EXAMPLE
» Then use Content Drill down to see content to which people navigated
SWISSOTEL EXAMPLE
» Drill down further within Content to see behavior differences
BEHAVIOR IN USER PATHS
» Most transactions happened on day of initial visit
» Most transactions had multiple visits (on the same day)
» Change landing pages, increased Remarketing
Quick Quiz!
WHERE AMARI LOOKED
» Time to Purchase in the UI
ECOMMERCE
» Know which traffic sources have been most profitable
ECOMMERCE DATA
VALUE DESCRIPTIONID The transaction IDAffiliation The store or affiliation from which transaction occurredRevenue Specifies the total revenue/grand total associated with the transaction.
Should include shipping or tax.Shipping Specifies the total shipping cost of transaction.Tax Specifies the total tax of the transaction.
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VALUE DESCRIPTION
ID The transaction ID
Name The item name
SKU Specifies the SKU or item code
Category The category to which the item belongs.
Price The individual, unit, price for each item.
Quantity The number of units purchased in the transaction.
Transaction Data
Item Data
ECOMMERCE DATA
» Ecommerce data can be segmented:» By traffic source so you can see sales data from online marketing, SEO, referral traffic and
more, as well as comparing these to see which gives you the best return.» By user type to find out how valuable your returning visitors are and how much you might
benefit from remarketing to them.» By test groups; running conversion rate optimization tests on the site will show you the
monetary difference and not just the difference in user interaction between your tests.» By landing pages to see which generated the most revenue and if optimizing their visibility
can produce more revenue.» By targeted keywords to see how they are performing and whether any non target
keywords are performing better.» By average order value and if low, would an offer with free shipping over $100 increase
the average order value.» By product lines to see which sold best from organic traffic compared to those from paid
marketing.» By looking at the hour of the day in which most purchases happen, you can provide a
better schedule for customer service support, or when to send your email marketing.» By missing data – which keywords, traffic sources, pages, etc., are not bringing any
revenue?
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DIMENSIONS & METRICS
» More reporting information to be added
CASE STUDY: NISSAN ECOMMERCE TRACKING
» Ecommerce for non ecommerce» Captured product detail for
test-drive request» Localized information» Provide local site optimization
» Custom reporting & sharing» Provide “ecommerce”
information to local managers» Local managers see product
popularity
Quick Quiz!
ECOMMERCE REPORTING CONSOLE
» Located under Conversions
ECOMMERCE REPORTING CONSOLE
» View by product, category, medium & SKU
» Adobe gets more granular
ECOMMERCE REPORTING CONSOLE
» Add secondary dimensions to filter
GOALS & FUNNELS
» Defining the Funnels to conversions
GOALS & FUNNELS/ SUCCESS EVENTS
» Goals / Success Events» Important actions or events that
take place» Sale, page type, signup, down
loads» Measure sale, engagement,
activity, important pages
» Funnels» Identify the important steps on
the path to the goal
Step 1
Step 2
Step 3
Discussion Point:How do you know If your work had the desired results?
GOALS & FUNNELS/ SUCCESS EVENTS
CREATING THE GOAL & FUNNEL
» In the Google analytics interface
CREATING THE GOAL & FUNNEL
THE SHOE LP GOALS & FUNNELS
» Funnels can tag any part or all of the user path
Action points:Modify buy flow, adjust / change page content
GUCCI GOALS & FUNNELS
Men’s Ready to Wear
Shirts
SliderShirt detail
Home Page
Events
GA DASHBOARDS AND CUSTOM REPORTS
» Add flexibility to layouts and reporting configurations
DASHBOARDS
» Easy Access to key information» Track across multiple Channels» Can Share Dashboards» Present widgets / Reportlets» Import from third parties
DASHBOARDS
DASHBOARDS
DASHBOARDS
» Customizable
CUSTOM REPORTS
» Custom Filtered Reports» Google gives more user
control» Adobe more more
admin control
PROFILE
» Profiles separate a subset of the site traffic» Default includes all traffic» Only create profiles with subset in addition to default
GA BONUS:BEYOND THE GA INTERFACE
» Use Google Docs Spreadsheet to auto-pull GA data
Quick Quiz!
GA BONUS:TOOL INTEGRATION CAPABILITY
» Google Analytics and other tools
INTEGRATIONS
Category Company
Bid Management Kenshoo
Bid Management Marin
Bid Management DoubleClick
Bid Management Adobe SearchCenter
Attribution Clearsaleing
Attribution Adometry
Attribution C3 Metrics
Tag Management Bright Tag
Tag Management Google Tag Manager
Page analysis ClickTale
Merchandizing HiConversion
Merchandising Monetate
THIRD PARTY TOOLS
» Top providers for tool integrations
ON-DEMAND GA RESOURCES
» Google Analytics How To Videos by Steve Haar:» Custom Segment - Recommendation Engine» Ad content» Creating a goal funnel» Ecomm Example» Social Dashboard Example» Organic Search Custom Segments» Compare Time Periods
» Google Analytics Conversion University» http://www.google.com/analytics/iq.html
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» In Summary:» Reporting
» Quality Control» Segments
» Conversion Triggers» Goals» Funnels
» Ecommerce» Dashboards» GA Profiles
» Future Topics:» Beyond Analytics
» Information types» Roles» Context» Other Tools
» Analytics Discipline» Quantitative vs. Qualitative
» Holistic Ecosystem» GLSF U Analytics
Certification
That’s all folks! Is your brain on overdrive?
THANK YOU
» End of second session
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