Welcome to

Melissa MartinezWeb Analytics CoachCooperate.NYCCohort 3 – Summer 2015

Web Analytics

In Partnership with

+Agenda

Day 1: Intro to Analytics Definition & Purpose

User Interface Navigation

Key Metrics & Dimensions

Day 2: Gathering Data External Tools

Segmentation

Prepping for Reporting

Day 3: Application & Reports Actionable Insights

User Profiles

Reports

+Day 2 Presentation: Shortlinks

PowerPoint Presentation

bit.ly/COOPc3WebAnalyticsPPT2

Web Analytics Reference Guide

bit.ly/COOPc3WebAnalyticsGuide

Web Analytics Workbook

bit.ly/COOPc3WebAnalyticsWorkbook2

+Day 2: Agenda

Part 1: Review

Exercise 1: UI Navigation Practice

Part 2: External Web Analytic Tools

Part 3: Segmentation

Exercise 2: Segmentation

Part 4: Prepping for Reporting

Exercise 3: Prepping for Reporting

Wrap-Up: Questions

External Resources

+Part 1: Review

Questions • Purpose: Why our site exists

• Objective: What we want to do

• Goal: How we are going to do that

Measurement • Key Performance Indicator (KPI): How we measure our objectives

• Targets: Values you have predetermined as indicators of success or failure

• Benchmarks: A standard with which to evaluate performance of a similar nature

• Segment: A collection of select data attributes categorized by dimensions

Methodology • Acquisition: The activity you undertake to attract people to your site

• Behavior: The activity people undertake on your site

• Outcomes: Site activities that add value to your website

Key Terms: Web Analytics

+Part 2: Review

Metrics Quantitative (i.e., a Number) Located in Columns Examples:

Page Views Pages per Visit Time After Search Bounce Rate Unique Purchases Conversion Rate Product Revenue

Dimension Qualitative (i.e., a Word) Located in Rows Examples:

Location Visitor Type Source / Medium Campaign Name Landing Page Search Terms Days to Transaction

Key Terms: Google Analytics

+Exercise 1: Google Analytics UI

+Exercise 1: Google Analytics UI

Refer to Exercise 1 in your Workbook.

Go to www.google.com/analytics. Select New Classrooms from the drop down menu.

Using Google Analytics, answer the 10 questions listed on Exercise 1 as they relate to New Classroom.

Time: 10 minutes

Prepare to discuss.

+Exercise 1: Google Analytics UI

Questions:

1. Set the date range for June 1, 2015 – June 23, 2015.

2. What is the percentage of New vs Returning Visitors?

3. What is the Bounce Rate?

4. What is the most common age range?

5. What is the leading Interest for All Sessions?

+Exercise 1: Google Analytics UI

Questions:

6. Where does Mobile fall for leading Device Category and what is its respective Bounce Rate?

7. What is the first and sixth Source / Medium?

8. Of those Source / Medium that you found, what is each of their Bounce Rate, Pages / Session, and Avg. Session Duration?

9. What are the top three Landing Pages?

10. What is the Avg. Pageload Time for the homepage?

+Exercise 1: Google Analytics UI

Answers:

1. Set the date range for June 1, 2015 – June 23, 2015. Done.

2. What is the percentage of New vs Returning Visitors? New: 66.9% vs. Returning: 33.1%

3. What is the Bounce Rate? 64.28%

4. What is the most common age range? 25 – 34

5. What is the leading Interest for All Sessions? Techophiles.

+Exercise 1: Google Analytics UI

Answers:

6. Where does Mobile fall for leading Device Category and what is its respective Bounce Rate? Mobile: Second, after Desktop. Bounce Rate: 70.57%

7. What is the first and sixth Source / Medium? Google / organic Bing / organic

+Exercise 1: Google Analytics UI

Answers:

8. Of those Source / Medium that you found, what is each of their Bounce Rate, Pages / Session, and Avg. Session Duration?

Google / Organic Bounce Rate: 60.68% Pages / Session: 1.90 Avg. Session Duration: 1:54

Bing / Organic Bounce Rate: 39.29% Pages / Session: 2.36 Avg. Session Duration: 1:22

+Exercise 1: Google Analytics UI

Answers:

9. What are the top three Landing Pages? Homepage Reimagine Team Believe

10. What is the Avg. Pageload Time for the homepage? 2.02 seconds

+Part 2: External ToolsCompetitors, Trends & More

+External Tools: Competitors, Trends & More

Name Purpose Site

Google Trends* Keyword Trends google.com/trends

SpyFu* Competitor Data spyfu.com

iperceptions* Customer Satisfaction iperceptions.com/en/4q

User Testing* UX + Task Completion Analysis usertesting.com

Optimizely Customer Satisfaction optimizely.com

Compete Competitor Data compete.com

Google AdWords Keywords + Competitor adwords.google.com

* Free or affordable. Recommend.

+Part 3: Segmentation

+Segmentation

Segment - A subset of information that shares common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis.

Examples: Age of Converters vs. Age of Non-Converters Location of Converters, Age 55 and up Average Bounce Rate during Memorial Day Sitewide Campaign Users who purchased in NYC and speak Mandarin

+How to Segment: In-Person Visual

+Exercise 2: Segmentation

Refer to Exercise 2 in your Workbook.

Go to www.google.com/analytics. Select New Classrooms from the drop down menu.

Using Google Analytics, follow the segmentation steps listed and answer the questions as they relate to the client.

Time: 5minutes

Prepare to discuss.

+Part 3: Prepping for Reporting

+Prepping for Reporting

Report styles vary based on company and client needs.

However, effective reporting must always start with:

1. Asking questions

2. Setting goals

+Exercise 3: Prepping for Reporting

Refer to Exercise 3 in your Workbook.

Go to www.google.com/analytics. Select your client from the drop down menu.

Using Google Analytics, answer the questions on Exercise 3 as they relate to your client.

Time: 15 minutes

Prepare to discuss.

+Day 2 Wrap-Up: Questions

+External Resources: Web Analytics

Web Analytics: Key Definitions, Metrics, Dimensions & More http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-

kpis-dimensions-targets/ http://www.kaushik.net/avinash/smart-analytics-dashboard-modules-

insightful-dimensions-best-metrics/

Key Performance Indicators (KPIs) http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-

business/ http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/

How To Create a Digital Marketing Measurement Model http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/

+External Resources: Google Analytics

Google Analytics Tracking Implementation

https://support.google.com/analytics/answer/1008080?hl=en#GA

https://developers.google.com/analytics/devguides/collection/analyticsjs/

Google Analytics Features

http://www.google.com/analytics/features

Import Custom Dashboards & Reports & Segmentations

https://www.google.com/analytics/gallery

https://www.google.com/analytics/gallery/#posts/search

+External Resources: Google Analytics

Special Custom Features & Tracking

Google AdWords Campaigns https://developers.google.com/analytics/devguides/collection/gajs/

gaTrackingCampaigns

Custom Variables https://developers.google.com/analytics/devguides/collection/gajs/

gaTrackingCustomVariables

URL Builder https://support.google.com/analytics/answer/1033867?hl=en

+External Resources: Google Analytics

Special Custom Features & Tracking

Events https://support.google.com/analytics/answer/1033068?hl=en

Goal URLs https://support.google.com/analytics/answer/1032415?hl=en

UTM Parameters https://support.google.com/analytics/answer/1033863?hl=en

Experiments https://developers.google.com/analytics/solutions/experiments

+External Resources: Education

Analytics Academy https://analyticsacademy.withgoogle.com/explorer

Analytics IQ Study Guide

https://support.google.com/analytics/topic/6083717?hl=en