PRESENTED BY

MATT WILLIAMS, MPA

OCHEA 2011 ANNUAL CONFERENCEMARCH 24 , 2011

Leveraging Google AnalyticsTo Identify and Reach Customers while Enhancing Marketing ROI

Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traff ic and marketing eff ectiveness.

What is Google Analytics?

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So Little Code…So Much Power!

You really don’t have to be a geek in order to use Google Analytics. I know that’s what your Calc Professor said, but this is diff erent. Really!

Take a Deep Breath…

Does This Look Better?

1. It ’s Free!2. Provides Hard Data in an Environment

Where Data Drives Decision Making3. Provides Insight Into Your Customers’

Behavior and Preferences4. Make Real-Time Adjustments in PPC

Spends & Other Offl ine Campaigns5. Helps You to Plug Holes in Your Bucket

Why Use Google Analytics?

1. Site Usage2. Content3. Goals4. E-Commerce5. Advertising

Types of Metrics

How many people leave site right away?How are users navigating your site?Where are visitors entering your site?Where are visitors leaving your site?How long are they staying?What are they looking at?

Site Usage

How many pages were viewed by visitors?How often is internal search is used?How often are users refi ned their searches?How do visitors “drill down” on search?

Content

Are visitors accomplishing some objective that you want them to accomplish?

How do you quantify the value of these goals in terms of CPC and other ad spends?

What is the value per visit relative to your defi ned goals?

Goals

Can visitors register for classes or buy instructional materials on your site?

What opportunities exist for enhancing revenues from the site traff ic that you are already capturing?

Role of online courses? Students want to learn on line…why not buy online?

E-Commerce

1.Visits2.Pageviews3.Bounce Rate4.Average Time on Site5.Percentage of New Visits

5 Core Metrics

The number of times your visitors has been to your site (unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.

Metric # 1 – Total Visits

Metric # 1 – Total Visits

The total number of pageviews for your site when applied over the selected dimension. For example, if you select this metric together with Request URI, it will return the number of page views over the returned result set for the Request URI for your report.

Metric # 2 – Total Pageviews

Metric # 2 – Total Pageviews

The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).

Metric # 3 – Bounce Rate

Metric # 3 – Bounce Rate

How long a visitor spent on a particular page or set of pages. It is calculated by subtracting the initial view time for a particular page from the initial view time for a subsequent page. Thus, this metric does not apply to exit pages for your site.

Metric # 4 – Avg. Time on Site

Metric # 4 – Avg. Time on Site

The percentage of new visits by people who have never been to the site before.

Metric # 5 – % New Visits

Metric # 5 – % New Visits

Google Analytics is free to use and easy to implement. In most implementations it only requires the insertion of a piece of code into the template, and the code is populated across the entire website.

Implementing Google Analytics

•Clicks•Entrances•Exits•% Exit•Time on Page•Unique Pageviews•Total Unique Searches

Other Metrics

•Visits with Search•Search Refi nements•Time After Search•Search Depth•Search Exits•Goal Conversions•Goal Completions

More Metrics

•Total Goal Value•Per Visit Goal Value•Goal Conversion Rate•Revenue Per Click (RPC)•Click Through Rate (CTR)•Cost Per Click (CPC)•Cost Per Thousand Impressions (CPM)

Even More Metrics

Implementing Google Analytics is easy from a technical standpoint. Institutional issues, however, may or not present obstacles to implementation.

Challenges to Implementation

THE IT DEPARTMENT…Relationship with the IT department varies by department and institution. Some programs have their own standalone website, while others are dependent upon the IT department to implement changes.

…APPOINT A LIASON WHO SPEEKS GEEK

Implementation Challenge 1

INSTITUTIONAL MARKETINGIf your institutional marketing department controls the Google Analytics account, you may need to educate them as to why you should be given access to reporting.

…MAKE SURE THAT THEY UNDERSTAND YOUR INTENTIONS

Implementation Challenge 2

IDENTIFYING KEY PERFORMANCE INDICATORSDiff erent stakeholders need diff erent information to inform their decision making. Find out who needs what.

…IF ALL ELSE FAILS (AND EVEN IF IT DOESN’T) RELATE IT TO JOB SECURITY

Implementation Challenge 3

STAKEHOLDER BUY-INMake sure that your stakeholders understand what you are trying to accomplish. Change can be diff icult, but organizations must adapt in today ’s environment.

…SELECT A COUPLE OF KEY METRICS, AND COMMUNICATE CONSISTENTLY

Implementation Challenge 4

TIME & EXPERTISEEveryone is busy. But Google Analytics will save your department time and money. Find a champion in your department.

…IF ALL ELSE FAILS (AND EVEN IF IT DOESN’T) RELATE IT TO JOB SECURITY

Implementation Challenge 5

1.Ensure that code is placed on all pages of your website.

2.Pay particular attention to how you defi ne and confi gure your goals.

3.Enable fi lters to weed out internal traff ic.

Several Suggestions for Implementation

1.Utilize tracking URLs.2.Embed Tiny URLs in off -site web content.3.Incentivize your instructors to author and post “Expert” articles with trackable backlinks.4.Content is Sti l l King5.Integrate tracking into ALL offl ine media placements.6.Tag e-mail campaigns.

5 Ideas for Leveraging Google Analytics

1.Util ize online support chat with course and subject specifi c materials that the operator can “push” out to the vis itor.

2.Don’t overlook your student assistants as a resource. They are “way into” Web 2.0.

3.Give SMS Short Code and Bluetooth Marketing a shot. I t ’s inexpensive, easy to implement, trackable, and helps you to be found in a crowd.

A Few More Tricks

1.Help Art ic lesh t t p : / / w w w. g o o g l e . c o m

2.Google Analyt ics IQh t t p : / / w w w. g o o g l e . c o m / s u p p o r t / c o n v e r s i o n u n i v e r s i t y

3.Google Analyt ics Developer Docsh t t p : / / c o d e . g o o g l e . c o m

4.Google Analyt ics YouTube channel

h t t p : / / w w w. y o u t u b e . c o m

5.GA Seminars for success h t t p : / / s e r v i c e s . g o o g l e . c o m

Additional Resources

Phone: 330.459.1123

E-Mail: matt@mattwill iamsconsulting.com

LinkedIn:

ttp:/ /www.linkedin.com/in/matthewarthurwill iams

Matt Williams