“iim” quantitative channel teams web analytics the ability to use data to answer questions
TRANSCRIPT
“IIM”
Quantitative Channel Teams
Web Analytics
The Ability to use data to answer questions
RIGHT Questions
Value of Better Analytics
• Customer Insights
• Competitive advantage
• Channel Efficiency
• Maximize conversion value
• Attribution
1. Goals?
2. Budget?
3. Performance?
4. Why?
5. What’s Next?
Five Essential Questions
Lifeline Report
Country (All)Week Leads Cost CPL
Weekly Goals 135 6,775$ 50$ 8/18/2012 60 5,763$ 107$ 8/25/2012 135 6,125$ 66$ 9/1/2012 161 6,752$ 43$ Grand Total 356 22,219$ 62$
Web Analytics and Reporting
Cleaning Data
Web Analytics and Reporting
Cleaning Data
Web Analytics and Reporting
Cleaning Data
Data Acquisition
Web Analytics and Reporting
Cleaning Data
Quality Data
Data Integrity Data Cleaning
Web Analytics and Reporting
Cleaning Data
Search Term Report
Cleaning Data
Statistical Significance Testing
Cleaning Data
Web Analytics and Reporting
Cleaning Data
Cleaning Data
Dashboard Visualization
Cleaning Data
ETL Dashboard
Cleaning Data
Out with the old…
Cleaning Data
Cleaning Data
https://developers.google.com/analytics/devguides/collection/upgrade/
Phase 4: (2014) Universal Analytics is the operating standard for Google Analytics.
…in with Universal Analytics
Cleaning Data
Tagging Implications
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Cleaning Data
Cleaning Data
3 Incredible Improvements
1. Measurement Protocol
Cleaning Data
1. Measurement Protocol
Cleaning Data
3 Incredible Improvements
1. Measurement Protocol2. CRM Integration
Cleaning Data
3 Incredible Improvements
1. Measurement Protocol2. CRM Integration3. Attribution
Cleaning Data
3. Attribution
Cleaning Data
3. Attribution
Cleaning Data
3. Attribution
Cleaning Data
Matthew [email protected]@matthew.zaute