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Google Confidential and Proprietary
Google Analytics Konferenz, Wien, September 29th 2011
3 Things to Do With Google Analytics
1
Clancy Childs EMEA Manager, Google Analytics
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Google Confidential and Proprietary
Web Analytics
http://f1me.net
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Google Confidential and Proprietary
In the Beginning…
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Google Confidential and Proprietary
What Came Next
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Google Confidential and Proprietary
The Three Main Web Analytics Activities
Business Intelligence • Executive Dashboards & Competitive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business
Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources
Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments
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Google Confidential and Proprietary
Business Intelligence
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Google Confidential and Proprietary
My Definition
Actionable Metrics
Executive Visibility
Business Intelligence
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Google Confidential and Proprietary
Actionable Metrics
• Must align with your business objectives. • An Ecommerce site should focus on sales rather than visitors.
• A good tech support site might have a high bounce rate!
• Must pass the “So What?” test. • For a change to any metric, if you can’t answer “So what?” with a reason of how it
affects this business, then it is not a good metric.
• Must be able to be affected by the business. • If a metric changes in the “wrong” direction, can you fix it?
• Should be refreshed frequently. • Your business changes, so should your measurements.
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Google Confidential and Proprietary
Executive Visibility
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Google Confidential and Proprietary
How Big Should Our Dashboard Be?
7 ± 2 A single page of A4 paper
Fit on a single computer screen with no scrolling
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Google Confidential and Proprietary
Dashboard Delivery in Google Analytics
Etc.
Google Analytics Export API
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Google Confidential and Proprietary
Traffic Optimisation
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Google Confidential and Proprietary
Traffic Optimisation
Quantity &
Quality
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Google Confidential and Proprietary
Intelligent Search Advertising
Hold your campaigns and keywords accountable Calculate Return on Investment / Return on Ad Spend Instead of budgeting, managing advertising to a Cost Per Acquistion target
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Google Confidential and Proprietary
Intelligent Search Advertising
Identify converting organic keywords with low visits Learn what your users are searching for on your site
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Google Confidential and Proprietary
Organic Search
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Google Confidential and Proprietary
Social Engagement
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Google Confidential and Proprietary
But we are only looking at a small part of the story!
Most marketers today rely on 3-5 marketing touches per campaign
18 Source: InfoTrends, October 2010
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Google Confidential and Proprietary
Multi-Channel Funnels
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Google Confidential and Proprietary 20
First Interaction
Assist Interactions
Last Interaction
Overall Path Length: 4
Time Lag (Time to Convert)
The Anatomy of a Conversion
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Google Confidential and Proprietary
Conversion Rate Improvement
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Google Confidential and Proprietary
The Components of Conversion Rate Improvement
Tried &
tested
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Google Confidential and Proprietary
How Do You Decide on Site Design?
Highest Paid Person’s Opinion
The HiPPO:
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Google Confidential and Proprietary
Using the Scientific Method
1. Analyse Data
2. Identify Problems
3. Build a Hypothesis
4. Run a Test
5. Implement and Refine
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Google Confidential and Proprietary
Success Story: Cottages4You Checkout Process
Resulted in a 21% increase in users going on to the next stage of checkout.
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Google Confidential and Proprietary
Recap
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Google Confidential and Proprietary
The Three Main Web Analytics Activities
Business Intelligence • Executive Dashboards & Competive Benchmarking • Quarter on Quarter / Year on Year Comparisons • General Health of the Online Business
Traffic Optimisation • ROI Monitoring Across Campaigns • Discovery of New Keywords • Tie Conversions to Traffic Sources
Conversion Rate Improvement • Identify Inefficient Parts of the Website • Test Improvements to Help Usability • Tune Messaging to Appeal to Customer Segments
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Google Confidential and Proprietary
Where to Get Help
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Google Confidential and Proprietary
Danke!