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Google Analytics for Business Owners will be presented at the Digital Marketing for Business Conference in Raleigh April 15, 2013 In this presentation you'll discover why analytics are important to your internet marketing efforts. A model for continually improving your website’s performance. Identify tools to cut through the flood of information and get to the data that matters most. Explore methods to help you determine which online marketing efforts are most effective.
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@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
STEPHEN PEACOCK@stephenpeacock
Analytics for Business Owners
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
DON’T HAVE GOOGLE ANALYTICS YET?
GET IT!Google Analytics is Free
Monthly Cost: $0. Consultants needed: None. Training: Free.
http://www.google.com/analytics/learn/setupchecklist.html
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
GOALS FOR TODAY
1. Outline why analytics are important to your internet marketing efforts
2. Provide a model for continually improving your website’s performance
3. Identify tools to cut through the flood of information and get to the data that matters most
4. Explore methods to help you determine which online marketing efforts are most effective for your business
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
IF YOU BUILD IT, THEY WILL COME
NOT!
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
WHY ARE ANALYTICS IMPORTANT?
PLAN
DO
CHECK
ACT
DECISION MAKINGSuccessful businesses make decisions based on hard evidence.
Data collection with Google Analytics is easy.
Determining which data are important to your business can be tricky out of the gate.
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
WHY BUSINESSES OWNERS AVOID ANALYTICS?
Confusion????
Information Overload***
Not Sure What It Means!!!
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
BREAD AND BUTTER OF ANALYTICS
For most small businesses there are have long been 8 key metrics to track
1. Visits/Unique visits
2. Location
3. Top pages
4. Time on site
5. Bounce rate
6. Pages/Visit
7. Traffic Sources
8. Conversions
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
2 BIG NEW METRICS TO TRACK
SOCIAL
• The influence of social media in driving web traffic is at an all-time high.
• If you are not on the social networks where your customers are, you need to be.
MOBILE
• 61% of smartphone owners and 64% of tablet users search for local products or services using their device
• 55% of mobile search-driven conversions happen in one hour or less! 2
1 source: http://www.neustar.biz/information/img/infographic-localeze.png2 source: http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432
1
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
OKAY – SO NOW WHAT?
Think about your ideal customers. How do they find and buy from you?
Of the 10 important metrics to track which do you think would impact your business the most?
Armed with that information SET GOALS
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
SET UP GOALS
Every business should have goals!
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
ECOMMERCE TRACKING
https://support.google.com/analytics/answer/1037249?hl=en&utm_id=ad
You may need assistance to set up eCommerce tracking
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
TRACK GOAL PROGRESS
Found under the Conversions tab, the Goal Overview Report shows progress … or lack thereof.
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
HOW CAN I KEEP TRACK OF ALL THAT?
Problem:
• You are busy running your business and you don’t have time to read reports all day!
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
DASHBOARDS ROCK!
• Solution: Get the Small Business Dashboard from the team at Portent
http://www.portent.com/blog/analytics/google-analytics-tips-for-small-businesses.htm
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
SMALL BUSINESS DASHBOARD
Dashboards group important metrics together on one page for easy viewing
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
AUTOMATE REPORTS
Set up automated reports and Analytics will come to you!
The reports you need when you want them.
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
CAMPAIGN TRACKING
Effective internet marketing is a cross-platform endeavor and your website is the center of your internet marketing universe
You share and promote its content via:1.Email Marketing2.Social Media
A. Facebook, B. Twitter, C. LinkedIn,D. Google+, E. Pinterest
3.PPC Ads4.Print marketing with QR codes
Campaign tracking helps you discover which drives the most traffic & conversions!
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
CUSTOM CAMPAIGN URL PARAMETERS
Campaign Source (utm_source)
Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google
Campaign Medium (utm_medium)
Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc
Campaign Term (utm_term)
Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes
Campaign Content (utm_content)
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink
Campaign Name (utm_campaign)
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
GOOGLE URL BUILDER
http://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
http://peacockcreative.net/?utm_source=slideshare&utm_medium=ppt-link&utm_campaign=dmfb-conf
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
CUSTOM CAMPAIGN BUILDING TIPS
• If building many custom campaign urls you can use an excel spreadsheet template created by Google. Link below
• Custom Campaign Urls work with url shortening services such as bit.ly, owl.ly
• Consistency in using custom campaign Urls is critical to this method of evaluating your marketing efforts.
http://www.google.com/analytics/apps/about?app_id=1276007
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
CHECK YOUR CAMPAIGN RESULTS
Under the Traffic Sources menu find and click campaigns
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
ACT ON THE DATA
Now that you’ve collected the data it is time to ACT!
1. Develop a hypothesis2. Implement solution3. Collect the data4. Act on the results
Rinse & Repeat
PLAN
DO
CHECK
ACT
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
TAKE NOTES!
Click the drop down arrow below the line graph to add note, date and save.
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
COMPARE DATE RANGES
Did results improve or get worse?
PLAN
DO
CHECK
ACT
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
GOOGLE ANALYTICS TO DO LIST
1. Install Analytics
2. Set up small business dashboard
3. Set up automated reports
4. Use custom campaign Urls
5. Compare time periods
6. Act on results
7. Make note of changes
8. Rinse and Repeat
@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative
Get this presentation:
http://www.slideshare.net/stephenpeacock
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