mining google analytics for marketing insights
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MINING GOOGLE ANALYTICS FOR
MARKETING INSIGHTSKash Dhanda | President of Ezra Digital
Web: www.EzraDigital.com Email: kash@ezradigital.com
Phone: 412-465-0134
INTRODUCTION
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WHY GOOGLE ANALYTICS?
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REASON #1: FULLY FEATURED
Conversion tracking
Multi-channel attribution
Custom segments
Intelligence events
Real time monitoring
Custom dashboards
Funnel visualization
Custom variables
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REASON #2: THE COMMUNITY
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REASON #3: IT’S GOOGLE
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REASON #4: FREE
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WHAT YOU CAN DO WITH GA
Demonstrate financial value of marketing
Troubleshoot your website
Track the impact of email newsletters
Evaluate social media performance
Automate reporting to save time
Determine need for responsive design
Benchmark against your industry
Follow specific groups of visitors
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OVERVIEW
The Magic Proper Account Setup
Generating Insights
Q&A
1 2 3 4
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THE DASHBOARD
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JARGON
• Visitor = Individual website visitor
• Session = Visit
• Pageview = Each individual page visit
• Segment = Segment of data, not traditional marketing segments
• Conversion = Action being taken
• Bounce rate = % of times a visitor left after seeing only one page
THE MAGIC
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DEFINING WEB OBJECTIVES
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DETERMINING YOUR WEB OBJECTIVES
• Why does your website exist?
• What job is your website doing?
• What is of value to the company?
• Ask other stakeholders
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EXAMPLE OBJECTIVES
Build brand awareness
Showcase portfolio/case studies to build trust
Move prospects through the decision funnel
Establish authority or thought-leadership
Supplemental sales tool
Showcase press and awards
Find and recruit new talent
Nurture relationships with existing clients
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GOALS IN GOOGLE ANALYTICS
• Actions/behaviors that are of value
• Flow from web objectives
• Manually created
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3 EXAMPLE GOALS
1. Branding Websites: Visit DurationType: DurationCan be imprecise, so take with a grain of salt
2. Content Marketing Websites: Pages/VisitType: Pages/Screens per SessionValuable for sites with portfolios and/or a blog
3. Lead Generation Websites: URL DestinationType: DestinationTrack visits to form completion pages/brochure downloads
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SETTING UP GOALS
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GOAL TYPES
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DETERMINING FINANCIAL VALUE
• Hypothetical financial value
• Evaluate how often the users who complete the goal become clients
• Use Average Client Size as a rough guide
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EXAMPLE FINANCIAL VALUE REPORT
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SPLITTING UP TRAFFIC WITH SEGMENTS
• Isolate and analyze subsets of your overall traffic
• Apply to individual reports
• Don’t change underlying data
• Compare whenever possible
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EXAMPLE DEFAULT SEGMENTS
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CUSTOM SEGMENTS
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SETTING UP CUSTOM SEGMENTS
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RECOMMENDED SEGMENT – BRAND INTEREST
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RECOMMENDED SEGMENT – SERVICE/MARKET
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RECOMMENDED SEGMENT – ENGAGED VISITORS
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INTELLIGENCE EVENTS
• Monitor your website traffic to detect significant variations
• Automatic Alerts
• Custom Alerts
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VIEWING AUTOMATIC ALERTS
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SETTING UP CUSTOM INTELLIGENCE ALERTS
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3 RECOMMENDED INTELLIGENCE EVENTS
1. Sessions Increases by 20% (Period: Daily)Pleasant pat-on-the-back
2. Sessions Decreases by 20% (Period: Weekly)Weekly to account for variability
3. Sessions Equals 0 (Period: Daily)Site and/or tracking code is down
PROPER ACCOUNT SETUP
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GETTING AN ACCOUNT
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ADDING OTHER USERS
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GETTING YOUR TRACKING CODE
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TRACKING CODE INSTALLATION
• Content Management System• Wordpress/Drupal/Joomla
Plugins• Squarespace
• Manual Insertion
• Google Tag Manager
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THE DASHBOARD
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GETTING AROUND: MENU SECTIONS
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GETTING AROUND: DATE RANGES
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GETTING GOOD DATA: TRACKING URLS
• Use Everywhere• Social media• Newsletters• Email signatures• Referral links• Case Study links
• URL Builder Tool• Gaconfig.com/google-
analytics-url-builder
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GETTING GOOD DATA: CAMPAIGN TAGGING
• Parameters• High Level (ex. Government)• Type of Source (ex. Email)• Name of Source (ex.
Newsletter)• Optional Info 1 (ex.
September)• Optional Info 2
• More info: Annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
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3 COMMON SETUP MISTAKES
1. Not using the “new” Universal Tracking CodeMissing out on useful demographic and interest-based dataWill eventually be discontinued
2. Not turning on Site SearchGet actual Voice of Customer data
3. Not connecting to other Google ServicesAdwords for clean campaign dataWebmaster Tools for better keyword/SEO data
GENERATING MARKETING INSIGHTS
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THE APPROACH
• Think through digital strategy
• Create a list of questions, the longer the better
• If you don’t know how to find the answer, Google is your friend
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HOW DO VISITORS FIND MY SITE?Acquisition > All Traffic > Source/Medium
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WHAT DO VISITORS DO ON OUR SITE?Behavior > Site Content > All Pages
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WHAT IS THE BUSINESS IMPACT OF THE WEBSITE?Conversions > Goals > Overview
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WHICH SOCIAL MEDIA NETWORK IS BEST?Acquisition > Social > Network Referrals
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WHICH PROSPECTS ARE REALLY INTERESTED?Audience> Technology > Network
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WHAT CONTENT SHOULD WE ADD TO THE SITE?
1. Site SearchBehavior > Site Search > Search Terms
2. Interest DataAudience > Interests > Overview
3. Top Attention GrabbersBehavior > Site Content > Landing Pages
4. Behavior FlowBehavior > Behavior Flow
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OTHER QUESTIONS TO ASK
What is our most effective content?
Which channels are our unsung heroes?
What’s the worst content which causes people to leave?How do visitors move through the site?
Does our site work across all devices and browsers?
What other kinds of things are my visitors interested in?
What’s the first thing people see on our site?
Where do we have a following, geographically?
WRAPPING UP
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ANALYSIS BEST PRACTICES
1. Compare trends over time using “Compare Dates”
2. Apply segments to reports whenever possible
3. Report in dollar amounts by adding financial values to goals
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FOR MORE INFORMATION
• Slides available at: ezradigital.com/mining-google-analytics
• Analytics blogs:Kaushik.netAnnielytics.comAnalytics.blogspot.com
• Other resources:Google Analytics Youtube channelAnalytics Academy
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EZRA DIGITAL ANALYTICS PACKAGE
Account setup
Custom dashboard creation
Strategy consultation
Website and account audit
Event tracking
Data-driven design suggestions
Referral spam blocking
Monthly reports
Questions?
Web: www.EzraDigital.com Email: kash@ezradigital.com
Phone: 412-465-0134
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