powerful flexible intelligent
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Google Analytics has come a long way in the last 12 months. Learn what new features now make Google Analytics a truly Powerful, Flexible, and Intelligent measurement tool.TRANSCRIPT
Google Confidential and Proprietary 1
Powerful. Flexible. IntelligentAn Overview of Google Analytics’ New Features
Shyam GovardhanCustomer Solutions Engineer
Australia & New Zealand
Google Confidential and Proprietary
Actionable Insights and MetricsTrinity Strategy
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Actionable Insights and Metrics
“Actionable Insights are essentially to-do items based on a rigorous analysis of your data, items that are hyper focused on driving value to the bottom line and a strategic advantage to your business”.
- Avinash Kaushik (http://www.kaushik.net/avinash)
“Actionable Insights are essentially to-do items based on a rigorous analysis of your data, items that are hyper focused on driving value to the bottom line and a strategic advantage to your business”.
- Avinash Kaushik (http://www.kaushik.net/avinash)
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Trinity Strategy (Avinash Kaushik)
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ClickstreamClickDensity Analysis
SegmentationKey Metrics
ResearchA/B Testing
Customer SatisfactionHeuristic Evaluations
Voice of Customer
Orders / LeadsRevenue: How, Why
Conversion RatesNuances of OutcomeProblem Resolution
Agenda
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Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Table Filters
Intelligent• Analytics Intelligence• Custom Alerts
Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports
Resources
Q & A5
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Google Confidential and Proprietary
Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Table Filters
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Google Confidential and Proprietary
Engagement Goals … and more of them
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Expanded Number of Goals to 20
4 20
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Engagement Goals
• Before: Could only track pageview goals – goals that relied on a visitor landing on a specific page
• Today: Track non-pageview goals
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Setting up: URL Destination goals
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Setting up: Time on Site goals
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Setting Up: Pages/Visit goals
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Recommendations
• Group together similar conversion types into their own goal sets
• Transactional Goals Goal Set 1
• Engagement Goals Goal Set 2
• Keep in mind increases in reported conversion rates
• Define goals that make sense for your site and objectives
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Google Confidential and Proprietary
Expanded Mobile Reporting
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Value Proposition
•More and more people worldwide are accessing the web with their mobile phones. In 2009, 50% of all new internet connections will come from mobile phones.
•As more people access the internet from their mobile devices, it is important to be able to track user activity through this platform to learn, optimize, and drive results.
•This data is now available with expanded mobile reporting features in Google Analytics.
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Track Your Mobile Presence - Before
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HTML
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Track Your Mobile Presence – Now [link]
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HTML & Applications WAP
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Win
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Mo
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Bla
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Pea
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Better High-End Device Reporting
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Track Activity to Mobile Websites [link]
Mobile Websites
Server-side tracking
Track all web-enabled devices (not just JS & cookie capable)
Four languages supported: PHP, Perl, JSP, ASP
Works just like Analytics on desktop web pages
[Ad] Car Sale – Low car prices – cars.com – Call: 800-123-2431
Tracking Mobile Applications
SDK available for Android, iPhone, and iPod Touch applications
21http://www.flickr.com/photos/ronin691/2896622279/
http://www.flickr.com/photos/pietel/1945669725/
Tracking Mobile Apps
Tracks two basic types of user interactions:
Pageviews
• Used to calculate visits, session length, bounce rate
• Up to you to decide when to trigger pageviews (min. 1 pageview) and on naming convention that will show up in Content reports
Events
• Detailed reporting around on-page events
• Refer to Event Tracking docs [link]
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Google Confidential and Proprietary
Intelligent• Analytics Intelligence• Custom Alerts
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Google Confidential and Proprietary
Analytics Intelligence
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Donald Rumsfeld on Unknown Unknowns
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http://www.youtube.com/watch?v=_RpSv3HjpEw
Analytics Intelligence
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Daily Intelligence Alerts
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Weekly Intelligence Alerts
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Monthly Intelligence Alerts
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Adjust Sensitivity and Create Segments
Manage the sensitivity of the changes
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Google Confidential and Proprietary
Custom Alerts
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Create Custom Alerts
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Create and Save the Alert
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Google Confidential and Proprietary
Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports
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Google Confidential and Proprietary
Multiple Custom Variables
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Better Insights with Custom Variables
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Visited Flights Section
Visited Hotels Section
Visited Bali Sub-Section
Registered Member
Premium Subscriber
Newsletter Subscriber
Placed item in cart
Added friend to network
Logged out of account
The Code
_setCustomVar(index, name, value, opt_scope)
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Google Confidential and Proprietary
Sharing Segments and Custom Reports
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Share Custom Segments
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Share the Link
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Preview, Customise, and Save
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Sharing Completed
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Share Custom Reports
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Google Confidential and Proprietary
Recap
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Google Analytics New Features
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Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting
Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports
Intelligent• Analytics Intelligence• Custom Alerts
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Recommended Books
Avinash Kaushik – Web Analytics: An Hour a Day; Web Analytics 2.0
Brian Clifton’s – Advanced Web Metrics with Google Analytics
Justin Cutroni – Google Analytics (e-book)
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Trinity Strategy (Avinash Kaushik)
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ClickstreamClickDensity Analysis
SegmentationKey Metrics
ResearchA/B Testing
Customer SatisfactionHeuristic Evaluations
Voice of Customer
Orders / LeadsRevenue: How, Why
Conversion RatesNuances of OutcomeProblem Resolution
Google Confidential and Proprietary
Thank You
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