Analytics - EduPristinecourses.edupristine.com/DM/Day_2_Analytics/Day_2_Analytics.pdf© EduPristine DM –Analytics ... © EduPristine DM –Analytics Test Alternatives ... Lately,

© EduPristine DM – Analytics© EduPristine – www.edupristine.com

Analytics

© EduPristine DM – Analytics 1

Making the Data work for the Business

© EduPristine DM – Analytics

Digital Analytics

Digital analytics is the analysis of qualitative and quantitative data from your business and the competition

It is to drive a continual improvement of the online experience that your customers and potential customers have

This further will translates to your desired outcomes (both online and offline)

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Problems faced by Marketers when working with data

Not enough of it

Too much of it

Don’t trust it

Don’t know what to do with it

We go with the HIPPO anyway

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Not enough data

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Too much of it

What do you keep measuring?

What do you monitor?

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Data can address concerns such as ...

Who is my audience? Where is my audience?

How will they find me online?

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Do they like me?

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Are they a valuable customer?



How do I stack up against the competition?

How can I plan for the future?

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Where does the data live?

Web logs

Spreadsheets and reports

Desktop databases

Paid channels

Online analytics products

3rd party aggregators

Enterprise Systems

• CRM systems

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Define Goals

Why is this website made?

What do we want our customers to do?

What is our complete sales process/funnel like? Where does the website fit in this?

What is the priority in multiple goals?

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Build Key Performance Indicators (KPIs)

Good KPIs should be

Simple

Relevant

Periodic

Actionable

Discussion on each of the website to define KPIs

Chalechalo

Akruti Jewels

7 Seas Tours

Baheti and Sons

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Collect Data

Are we collecting the right data?

Is the data correct?

Are we collecting all the data we need?

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Analyze Data

Who to compare the data with?

Data can be interpreted in different ways – e.g., Pages/Visit

It’s not always about statistical analyses

• Data can be inspected

• Visualizations to help analyze data

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Test Alternatives

Testing can be done on any interface, not just the campaign landing pages

Prioritize your testing

Share results with everyone

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Implement

Get top management support

Start with small steps

Be flexible and keep options open

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Define Goals

Build KPIs

Collect Data

Analyze Data

Test Alternatives

Implement


Different types of Analytics

Webserver logs Pros

Page hits calculated easily

Data is available

Non-intrusive

Cons

Reverse calculation is difficult

Page hits is not Visits

Caching complicates things

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Web Beacons

1x1 transparent pixel images that are requested from a webserver

Send hit level data

Pros

Page hits calculated easily

Easy to implement

Non-intrusive

Cons

Reverse calculation is difficult

Page hits is not Visits

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Javascript Tags Pros

Visits can now be tracked

Easy to implement

Cons

Can be turned off

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Google Analytics

What makes GA so special?

Freemium

Based on Urchin system

Integrated with Adwords, Webmasters and other Google products

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Google Analytics

Watch this video showing online ecommerce business in real time

How Google analytics can help gaining insights on from where are your customers checking out

https://www.youtube.com/watch?v=3Sk7cOqB9Dk

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Setting up Google Analytics

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Home Screen

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Quick Overview

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Visits or Sessions in a given time period Unique Visitors or Users Bounce rate

Ave

rage

tim

e o

n p

age


Who is my audience in Google Analytics

Demographic data made available

To view this data you have to set it up during the setup process

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Where is my audience visiting?

We use the interests within demographic section to find similar sites

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How will they find me online?

Tracking different channels

Social

Direct

Organic Search

Paid Search

Referrals

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Setting up Segments

What are segments?

Would users from Saudi Arabia behave differently as compared to users from United States? What about India?

Slicing the data into smaller data sets to match a certain criterion

• E.g. All users from India

• E.g. All women less than 25 interested in Sports

• E.g. All men over 35 who play computer games

Why do we need segments?

God is in the detail

Different sets of users behave differently

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Defining a segment in Google Analytics

Name of the segment

Final segment definition

Step 1: Click on +Add Segment at the top

Step 2: Define the criterion on the segment

Step 3: Test or Preview the segment

Step 4: Save the segment

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Segments

Define as many segments you want, however please keep focus on the primary objective

A tool is only as great as the user

Swiss Knife example

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Intelligence Events

Intelligence Events

Can change date and month for analysis from the top right corner

Divided in two types of alerts automatic and custom alert

Automatic alerts is when something goes wrong

Custom alerts are customized alerts which administrator can set

Can be viewed daily, weekly or monthly

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Audience Overview

Audience overview gives an overall glimpse of visitors till now in terms of:

Numbers of users: % of new and returning users

Number of page views: Each time page is opened it recorded

Page per session

Average session duration

Bounce rate (lower is better): number of people viewing one page and left the website

% of new sessions

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Acquisition

Acquisition Overview explains the top channels from where traffic or visitors coming on our website.

Major sources are:

• Organic (google)

• Direct

• Referral

• Paid search

• Social

• Email

It also tells number of sessions and conversions

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Behavior

Behavior tells the visitors behavior on the website.

Major components are:

• Page views

• Unique page views: total number of people opened site for a particular reason

• Average time spent by visitor

• Bounce rate (lower is better)

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Goals

Goals are set by the administrator for the analysis of of website success.

Helps determining goals monetarily

We can customize our goals according to our desirable results

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Case Study: Google Analytics

Exiz Inc is a newly opened ecommerce in US. Lately, online marketing team has been undertaking aggressive promotional steps but results have not been up to the mark. To understand the reasons behind the picture company opened up a Google analytics account. Marketing manager is interested in analyzing the following key points:

Obtain detailed data for every customer visit

Real time analytics: overview and location

Understanding the level of organic data and direct website visits

To know the most visited pages of the website (country wise)

Source of maximum visits from social media

Capturing more detailed information at the user level (Time spent by users)

Perform SEO location wise

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Most used browser and location wise maximum traffic

Country wise sessions; can also see results state wise, territory wise, city wise

Browser wise sessions; can also view results for different internet providers

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Real time analytics

Real time analytics shows information at the moment from various sources like:

Referrals

Social media platforms

Top keywords

Top active pages of the website

Also shows page per minute and page per second

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Real time analytics: Location

This feature of real time analytics explains location wise traffic on the site at the moment

Also shows number of active visitors from each country

Page per minute and page per second

A map on the right gives the analyst a better understanding

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Maximum source of traffic

This tells us source of maximum traffic on our website from the keywords

Major sources are:

1) Direct

2) Organic

3) Groups

4) referral

Gives an analytical view through:

• medium, source and percentage of active users on the site

Again, page per minute and page per second is shown graphically

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Country wise most viewed pages

Visitors flow shows where the visitors coming from, went to which page and next page viewed and the exit pages

We can set sources of traffic in terms of:

Countries

Social media platforms

Type of data (organic or direct, etc.)

And many other attributes

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Social media traffic source

Social Media traffic shows maximum traffic from social platforms and information related to it like:

1) Sessions

2) New users

3) Bounce rate

4) Average session duration

Platforms like:

1) Facebook

2) Twitter

3) LinkedIn

4) Quora

5) Google+

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Geographical Summary: SEO

Geographical summary is telling from where maximum clicks are coming from in terms of:

Impressions

Clicks

CTR

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Time taken by visitors on each page

Gives average time spent by the user on the page (greater is better)

Unique page views

Average time on page and load time

% Exit

Bounce Rate

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Universal Analytics


Universal Analytics

Switching to the Next Version of Google Analytics i.e. an extended platform

Allows to get a complete view of the business; inside Google Analytics or outside Google Analytics.

Upgrading to Universal Analytics is not quick.

Need to set up a new property and replace all Google Analytics code on the site

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Benefits of Universal Analytics

Acceleration of moving from tracking Visits to tracking People to track the Customers

1) Current analytics tool can track cookies only: 3 different person on one desktop

2) But with universal analytics we can understand behavior of each individual uniquely as they become loyal customer

Shift from tracking individual device to tracking cross-device behavior

1) Allows to standardize on one vendor platform, across all devices

2) Unify customer behavior tracking across multiple devices

Enables single-view of online and offline dataset

1) Can estimate true profit and lifetime value today

2) Track where the person who redeemed a coupon in your store came from

3) Track offline data and optimize online experience

4) Shift to tracking people, track behavior across all devices (tabs, mobiles, etc) uniquely

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Features of Universal Analytics

User-ID Override

Combine all the hits from multiple sessions/visits and identify them as a same person

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With Universal AnalyticsWith google analytics



Dimension Widening

1) CRM information, corporate data warehouse can be inside Google analytics with Universal Analytics

2) Extend the data available like add gender, age, hobbies, etc

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Measurement protocol

1) Integrate offline interactions event to Google Analytics with through measurement protocol

2) It will directly combine with original activity of user

3) Also known as offline integration with CRM platform

4) Analyze more metrics like Offline Opportunity, Offline Closed Win and Offline Closed Lost.

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Universal Analytics – Additional Benefits

What's new in Universal Analytics?

A. Controlled settings:

• Sessions Timeout: Change the duration from 1 min to 4 hours

• Campaign Timeouts: Change campaign timeouts from 1 day to maximum 24 months

• Search Engines: Can track traffic from search engines which are not on Google Analytics list

• Excluding Search terms: Can exclude search terms from data, traffic coming from search terms will be categorized as direct traffic (not organic search traffic)

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Universal Analytics

B. Custom dimension and metrics:

• Custom variables are know as custom dimension in Universal Analytics

• Define a metric within universal analytics account

• Install JavaScript on the site to track dimensions and metrics

• New measurement protocol lets to send data to Google Analytics from any where

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Setting up Universal Analytics

Creating a new property

Log in to Google Analytics account

Click on admin

Select the account for which universal analytics needs to be set up

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Click on the “+ New Property” button

Select “Web Site” option

Select “universal analytics” between universal analytics and Google analytics

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Fill in up the basic information about new property

Click on ““Get Tracking ID” button

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Installing Universal Analytics

• With new property, a new version of tracking code will be generated

• Install this code in your website before </head> tag

NOTE: Every line of Google analytics code in the website will be need to get updated.

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Agency Manager


Agency Manager – Selection Framework

Framework of selecting an Agency

1) Define your needs

2) Defining Search Process and Assessment Criteria

3) Exchange of Information

4) Narrow the list

5) Finalizing a selection

6) Getting started and planning for success

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“Agency Relationships Are Critical Strategic Investment: Invest Wisely”



1) Define your needs

• Define business goals and marketing objectives of your company

• What are the capabilities, services, skills looking for?

• What are your expected marketing accomplishments?

• What are social media platforms expertise desirable?

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2) Defining Search Process and Assessment Criteria

• Create a framework for search process and decision making

Framework should include:

• Authority and responsibilities of finding search team

• Ultimate decision making power

• Steps to included in search work (meetings, presentation, etc.)

• What weightings to be used for assessment

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3) Exchange of Information

Proper communication between agency and brand team

Open dialogue of goals, priorities, interests and capabilities

Address issues in timely manner incase vision of brand and agency differs

Prepare a standardized agency questionnaire detailing information like:

1) Agency profile, background, location, etc.

2) Process of marketing

3) Latest successful work assignments

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4) Narrow the list

• Explore agencies through publications, industry databases, referrals, etc.

• Narrow list using a three step proven process: Long list, Short list and Finalists

• Long list involves:

1) Setting up meetings with 10-15 agencies

2) Exchange information through standard agency questionnaire

• Short list: Shortlist 6-7 agencies from long list and set up face to face interview

• Finalists: Work with 3-4 agencies to explore compatibility, objectives, process in depth

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Long List

Short List

Finalists



5) Finalizing a selection

• Prepare an Agency Brief for the finalists

• Agency Brief includes challenges, opportunities and expectations of the client

• Brief should not miss important guidelines, knowledge about client’s marketing assignment

• Create illustrative assignment related to real one and ask agencies to develop their process

• Weights should be assigned using:

1) Strategic Capability

2) Execution Capability

3) Team Work Capability

• Once an agency selected, client should agree on agency’s compensation

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6) Getting started and planning for success

• Formalize agreement related to services, responsibilities, compensation and work

• Develop evaluation process using: Monitoring check points

1) Feedback process

2) Consider effectiveness and efficiency opportunities

• Work towards long term relationship

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Agency Management

Maintaining a relationship is as important as start of a relationship. Following are the few points to maintain Agency relationship:

1) Maintaining regular contact

2) Assigning budget, allocations and expenses

3) Confidentiality Agreements

4) Set expectations, reporting and updates

5) Include different team members to review agency work and collaborate

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Agency Management

1) Maintaining regular contact

• Prepare an induction program in your company

• Organize brainstorming events and away days for productively knowing the other party

• Regular meetings to view work, effectiveness and future strategies

• Give feedback to agency company

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Managing Agency Company

2) Assigning budget, allocations and expenses

• Give direct and realistic budgetary allocations

• Allocate how much you want to spend on branding your product or company

• Include all the service fees and expenses

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3) Confidentiality Agreements

• Build a strong trust worthy relationship with agency company but still have a confidential agreement

• You need to give confidential information to agency company about your new product or strategies

• While managing agency keep in mind to give them freedom to apply creative skills

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4) Set expectations, reporting and updates

• Ask for weekly updates or quarterly reports

• Prepare your own dashboard login and do a performance analysis

• Review every word in content marketing and ask for revisions (if required)

• Explain your expectations in beginning in clear and simple words

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5) Include different team members to review agency work and collaborate

• Every staff has an unique insight

• Maybe an employee has an interest in social media so he can give unique reviews

• Great opportunities to collaborate in house talent with outside strategies

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Documents

Analytics - EduPristinecourses.edupristine.com/DM/Day_2_Analytics/Day_2_Analytics.pdf© EduPristine DM –Analytics ... © EduPristine DM –Analytics Test Alternatives ... Lately,