Upload
demandwave
View
757
Download
0
Embed Size (px)
Citation preview
A Deep Dive into the New Google AnalyticsUsing web analytics to make data-driven business decisions
Dial In: (312) 878-0222Access Code: 250-955-547
@webmarketing123
@bradleywjoe
#wm123
#wm123
Presentation Agenda
1 Why Analytics, Why Now?Determining the value of online metrics and their business impact
2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other
“must haves”
3 New Features and FunctionalityOverview of enhancements with new Google Analytics
4 What’s Coming NextFeatures will be available in upcoming releases of GA
#wm123
Presentation Agenda
1 Why Analytics, Why Now?Determining the value of online metrics and their business impact
2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other
“must haves”
3 New Features and FunctionalityOverview of enhancements with new Google Analytics
4 What’s Coming NextFeatures will be available in upcoming releases of GA
#wm123
Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets
1 The Digital Marketing Mix
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
#wm123
Specifically for online ad spend, budgets are increasing about 10% per year
1 US Online Ad Spend (Billions)
Source: eMarketer, Nov 2010
#wm123
With ever-increasing data sources available, businesses need metrics that are straightforward and actionable
1 Why Analytics? Why Now?
Insight and Action
- Removes the guesswork from marketing programs
- Allows for projections and comparisons to past performance
- True accountability at all levels (!)
Competitive Advantage
- Better alignment/deployment of resources
- More accurate data to determine what’s working (and what’s not)
#wm123
Presentation Agenda
1 Why Analytics, Why Now?Determining the value of online metrics and their business impact
2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other
“must haves”
3 New Features and FunctionalityOverview of enhancements with new Google Analytics
4 What’s Coming NextFeatures will be available in upcoming releases of GA
#wm123
Web analytics programs currently used by enterprises
2 Web Analytics Essentials
#wm123
What businesses look for in selecting a Web analytics program
2 Web Analytics Essentials
- Reliability, cost, and ease of use
- Data “must haves”
- Speed, flexibility, and visualization
#wm123
Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection
2 Web Analytics Essentials
The ability to track “goals”
- Sales/transactions
- Form fill outs
- Pdf downloads, newsletter subscriptions
Implementation of Tracking Code on All Pages of Site
- Need to know that data is reliable and enterprise wide
- Cross-domain, sub-domain tracking script will be critical, especially for large enterprises with multiple sites
#wm123
Presentation Agenda
1 Why Analytics, Why Now?Determining the value of online metrics and their business impact
2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other
“must haves”
3 New Features and FunctionalityOverview of enhancements with new Google Analytics
4 What’s Coming NextFeatures will be available in upcoming releases of GA
#wm123
5 new features currently enabled
3 What’s New
- Redesigned, faster interface
- Creation of multiple dashboards
- Tracking “event” goals
- Robust custom reporting
- Term cloud visualization
#wm123
Completely widget based and highly customizable
3 Custom Dashboards
Four main types of widgets
- Metric
- Pie chart
- Timeline
- Table
*Images courtesy of Google
#wm123
Event tracking is useful for analyzing actions that do not correspond directly to pageviews
3 Tracking “Event” Goals
*Images courtesy of Google
#wm123
Also known as word clouds, they display keywords based on their frequency
3 Term Cloud Visualization
*Images courtesy of Google
#wm123
Presentation Agenda
1 Why Analytics, Why Now?Determining the value of online metrics and their business impact
2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other
“must haves”
3 New Features and FunctionalityOverview of enhancements with new Google Analytics
4 What’s Coming NextFeatures will be available in upcoming releases of GA
#wm123
Features available in the current analytics that will be available soon
4 Coming Soon…
- Exporting reports to PDF
- Emailing reports
- Migrating custom reports from the current Analytics to the new Analytics
- Linking a new AdWords or AdSense account
- In-Page analytics
#wm123
Closing Thoughts
Digital marketing has become a core piece of the overall marketing mix:businesses need actionable data that will instantly tell them what’s working and what’s not
Determine the Goal of Your Site: This will be the basis for determining all other metrics that follow
Metrics are just a means to an end: your ideal metrics are those that will move the needle in achieving your businesses objectives
Thank You!
#wm123
Thank you for your attendance today!
Contact Us for a Complimentary Digital Marketing Analysis
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top competitors
and what tactics they’re employing
- Keyword Analysis: detailing the keywords people are using to search for
your product or service
- Search Engine Friendliness Report: crawlability analysis of your site
Please contact:
Mark Powers
(800) 619 1570