Analytics Drivers Ed

Analytics Driver’s EdAugust 20, 2010

Part I• Why collect website data?• Why choose Google Analytics?• What do I do with all this data?• What are the limitations of Google

Analytics?

Analytics programs collect data andmake it pretty

Google Analytics Advantages:

Free

ComprehensiveReliable

Standard

Flexible

Hosted

Successful Analytics

Step 1: Onsite Coding

Step 2: Settings & ReportConfiguration

Step 3: Reporting ProcessCreation & Commitment

Successful Analytics

Step 1: Onsite Coding

Step 2: Settings & ReportConfiguration

Step 3: Reporting ProcessCreation & Commitment

What Data Is Useful?

E-Commerce: Sales

Lead-Gen: Leads

Publisher: Ads

AnswerQuestions

Explore

Test

Now what?

Explore: Aimless but Enlightening

Who is your audience?-Location and Language-New or Returning Visitors-Visitor Loyalty and Trending

How do they use your site?-Highly viewed pages-Landing & exit pages-Navigation patterns

How do they find you?-Direct Traffic-Paid and Organic Search-Referral Sites

Are they doing what you want?-Goal tracking

Answer Questions: Targeted but Reactive

External Investments:-What is the ROI on our spring displaycampaign?-How is our Yahoo campaign performingcompared to Google?

Opportunities:-Are people searching for products wedon’t sell but should?-Do we have enough European traffic tojustify a local sales team?

Internal Investments:-How effective is that new white-paperat driving leads?-Are people watching our new video?

Test: Defined & Proactive

Off-Site:-Display Creatives-Email Newsletters-Special Offers

Company-Wide:-Color scheme-Company voice (active v. passive, “I” v.“We”)

On-Site:-Layout-Images & Multimedia-Page copy-Forms

“Analyzing data in aggregate is a crimeagainst humanity.”-Avinash Kaushik

Personally-Identifiable Information:-IP address-Google account information

Demographic Data:-Gender-Household Income-Age-Company (usually)

Page-level analytics:-Click patterns-Mouse-over heatmaps-Form drop-outs

Imperfect Data:-1-pageview visits-Cleared cookies-No data reprocessing

Analytics Limitations

On-Page Analytics

On-Page Analytics

Attention Wizard:-Computer generatedattention heat maps-Works on mock-ups-Free & Pro Models(up to $40/map)

Crazy Egg:-Click tracking-Mouseover Map-Starting at$9/month

ClickTale:-Click tracking-Mouseover Map-Form funnels-Session recording-Starting at$99/month

Questions?

Part II• How does Google Analytics collect data and

why does it matter?• How do I navigate through the reports?

Analytics Sets Cookies

Real Cookies

Analytics Reads URL Parameters

http:// analytics . google . com / support ? utm_medium=cpc

subdomain

domain

extension / top level domain

directory

parameter

Traffic Source Parameters

Query Parameter:q=buy+flowers

Landing Page TrackingParameters

Tracking Parameter:utm_medium=CPCut_campaign=Flower-General

Live Walk-Through

Megan ZlatosPure Visibility

Mzlatos@purevisibility.com@MeganZlatos

Questions?

Megan ZlatosPure Visibility

Mzlatos@purevisibility.com@MeganZlatos

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