Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google

Google Confidential and Proprietary 1

Opportunities in Numbers Swimming through the primordial soup of data

Beth Liebert Google Analytics Product Manager

Google Analytics Master Class 2010 #gamc

2005

Google Analytics Master Class 2010 #gamc

2005

Google Analytics Master Class 2010 #gamc

2010

Google Analytics Master Class 2010 #gamc

The Web Analytics Challenge

Questions & Numbers: Yes Answers & Insights : No

Google Analytics Master Class 2010 #gamc

Data Rich, Information Poor

Daily Visitors Organic traffic

Visitor Loyalty Time on Site Domains Launguage

User Defined

Campaign Tagging Cost Data Linking

Content by title

Regex Filters Account Mangement

CPC Clicks Keywords

Site Comparison Benchmarking

Motion Charts Depth of Visit Content Drilldown

Funnel Visualization

Map Overlay Dashboard Annotations

Date Comparison

Referrers Pie Charts

Pivot Tables Operating System

Browser and Platform Multiple Variables

Java Enabled Site Overlay

% Returning Visitors Reverse Goal Path

Pages/Visit Advanced Segments

Custom Reports

Source/Medium

Browser and Platform Multiple Variables

Java Enabled Site Overlay ROI

Goal Tracking Reverse Goal Path

Pages/Visit

Advanced Segments

Custom Reports Source/Medium

Goal 1

Mobile traffic Tracking

Event Tracking

Google Analytics Master Class 2010 #gamc

Data Rich, Information Poor

Goal 1

Google Analytics Master Class 2010 #gamc

Defining Goals: How do you measure success? Primary Goals

Completed orders

E-Commerce

Visits with uploads

Content Sharing

Visits with donations

Non-Profit

Feed subscribers

Blog

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Primary goal conversions

Primary Goals

How do you measure success here?

+ Your Opportunity

Google Analytics Master Class 2010 #gamc

% completed orders

Different Visits, Different Purposes

product research

account signup

support

abandoned checkout

bounced

Are users engaged with the content?

Were users able to find the right contact info?

Why?

What influenced users to signup for accounts?

Google Analytics Master Class 2010 #gamc

How do you measure success? Primary & Secondary Conversions

Completed orders

+ product research

+ account signups

+ calls to support

E-Commerce

Visits with uploads

+ premium signups

+ pages / visit

+ referrals from twitter

Content Sharing

Visits with donation

+ volunteer signups

+ brochure downloads

+ visits to events pages

Non-Profit

Feed subscribers

+ visits with comment

+ ad clicks

+ uplift in clicks to main site

Blog

Google Analytics Master Class 2010 #gamc

Optimize secondary goals to drive primary conversions

Google Analytics Master Class 2010 #gamc

Screenshot: Google Store site

Google Analytics Master Class 2010 #gamc

How can I measure goals using Google Analytics?

Completed orders

+ product research

+ account signups

+ clicks to support

E-Commerce

Google Analytics Master Class 2010 #gamc

Setting Goals in Google Analytics Edit Profile > Goals

Google Analytics Master Class 2010 #gamc

Different Goal Types in Google Analytics

Google Analytics Master Class 2010 #gamc

Engagement Goals: Users visiting >4 pages

4

Google Analytics Master Class 2010 #gamc 19

What does it mean?

Google Analytics Master Class 2010 #gamc

Context turns data into opportunities

Google Analytics Master Class 2010 #gamc 21

What does it mean?

Google Analytics Master Class 2010 #gamc 22

Context gives data meaning

Google Analytics Master Class 2010 #gamc 23

Context: Your Competition

Google Analytics Master Class 2010 #gamc 24

Context: Your Competition

Google Analytics Master Class 2010 #gamc 25

Now I know where to dig deeper

Goal: “Visited > 4 pages”

Google Analytics Master Class 2010 #gamc 26

Ah-ha!

Most visits never get past the first page!

Google Analytics Master Class 2010 #gamc 27

Show me the biggest opportunities for improvement

Google Analytics Master Class 2010 #gamc

Once you’ve pinpointed the problem, dig deeper with segments

Google Analytics Master Class 2010 #gamc 29

Dig Deeper & Segment

Google Analytics Master Class 2010 #gamc 30

This page doesn’t seem so bad, right?

Google Analytics Master Class 2010 #gamc 31

Overall traffic only answers overall questions

NOT HELPFUL

Google Analytics Master Class 2010 #gamc 32

Dig Deeper: Create a segment

High Bounce Rate: Search Page

Google Analytics Master Class 2010 #gamc 33

Dig Deeper: Create a segment

High Bounce Rate: Search Page

High Bounce Rate: Search Page

Google Analytics Master Class 2010 #gamc 34

Segment applied: BAM!

Nearly all the bouncing visits to the search page

are from blogger!

Google Analytics Master Class 2010 #gamc 35

Is this what bloggers are looking for?

Google Analytics Master Class 2010 #gamc 36

Target that landing page to your segment

Google Analytics Master Class 2010 #gamc

Am I selling stuff? How many users visit more than 4 pages?

How does that compare to last month? To my competition?

Which landing pages should I focus on improving first?

The evolution of analysis

Response: Target my landing page to bloggers

Google Analytics Master Class 2010 #gamc

Analyst -> Activist

Google Analytics Master Class 2010 #gamc

Nothing persuades like good data

Google Confidential and Proprietary

Thank You!

www.google.com.my/analytics www.google.com.sg/analytics

40