2/11/2014
Who we are – Collin Condray 18 years experience in
web development
Retail data analysis for
multi-billion dollar companies (3M and
Tyson)
Social media
marketing
Agency experience
with Collective Bias
and Saatchi X
Who we are – Eric Huber Over 25 years as a
graphic designer for both small businesses and Fortune 500 companies
Marketing, advertising, and graphic design for small businesses
Award winning designer
Instructor for the New Design School
This presentation might
already be obsolete!
Not everything in this
presentation will apply to
you!
Please Ask Questions!
6
7
Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
8
Data Is Everywhere Computers make it easy
to store digital
interactions
Typically you have
access to this information
9
Better Tools Services are providing
more than just the raw
data
Graphs, charts, and other
insights are now built in
Raw data downloads are
still available
10
Downsides Data is largely fractured
Analysis Paralysis
11
What Can You Do With The
Measurements?
12
Change design
Finding effective
content
Change external marketing mix
13
Why Google Analytics (GA) Free*
Easy to install
Lots of details
14
How Does It Work Little piece of code on all
pages of your website
Can leave it off of pages
you don’t want to track
15
Downsides Doesn’t track everyone
Visitors cookies need to
be enabled
Requires Google account
Privacy
16
Vs. Other Packages Webalizer
Analog
Webtrends
Uses the raw server logs
Lots of noise
17
Interaction With Google
Search Does send info about
your site and your visitors
back to Google
“If a service is free, you’re
the product.”
18
Visits and Pageviews Visits-how many
individual people visit the
site
Pageviews-total number
of pages that visitors have viewed on the site
Sometimes called “hits”
interchangeably
19
Pages/Visit and
Avg. Visit Duration Pages/Visit -number of
pages/divided by the
number of visits
Avg. Visit Duration
20
% New Visits and
Unique Visitors % New Visits -how many
visitors to your site are first
time visitors
Unique visits-number of
unduplicated visitors during the current time
period
21
Bounce Rate Percentage of visits that
go only one page before
exiting a site
Use A/B testing and
mouse tracking to determine what keeps
people on your site
22
Location
and Language Location from your ISP
Language from your
web browser
23
Behavior: New vs. Returning A measure of how
compelling the site’s
content is.
Returning visitors: is there
a favorite category or
section of the site that they’re revisiting?
New visitors: are you
updating enough?
24
Mobile % of mobile, devices Do you need a better
mobile experience
25
Responsive Mobile
Traffic Sources - Search Organic
Paid
26
Traffic Sources - Referral Include social sharing
buttons on your site
Guest post on other websites and include
your link in the post
Web site fields on site profiles
Forum posts
Comments
27
Traffic Sources - Direct Directly typing your
website into the browser
Clicking on a link in an email
Using a browser’s
bookmark
Clicking a link
embedded in a
document, PDF, excel, or
other file
28
Visitor Flow Source
Location
Technology (ex. desktop
vs. mobile)
Digital ads
Keywords
Drop off rates tell you
where you losing your visitors
29
Conversions What do you want the
visitor to do?
Fill out a contact form
Sign up for a mailing list
Click on a chat widget
30
Goals - Ecommerce Add product to cart
Go to cart
Review cart
Input payment information
Confirm payment
information
Thank you for purchasing!
Many eCommerce
packages build this in since
GA is everywhere
31
Google Analytics
Social Reporting Tool How does social
media affect goals
Which networks drive
traffic
Where people are
discussing your
organization
32
Measure – Hard Metrics Easy to do with
eCommerce but harder
to do with services.
Need to create custom
web addresses to share to track in detail.
33
34
Complements Analytics Impressions vs. Clicks
Top Queries/Top Pages
Search Appearance
Indexing Issues
35
36
Measure – Soft Metrics
37
Number of followers on social media networks
Number of posts, comments, Tweets, etc.
Key influencers, who already have a following that is talking about you
Share of conversation
Measure
38
What are they saying?
Are they saying good or
bad things about you? Are
the good comments
increasing?
Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)
Measure – Hard
Metric Comparisons
Pay Per Click (PPC) =
Cost Per Click (CPC)
Cost Per 1000 Impressions
(CPM)
Get comparison rates
from Google or Facebook ads
40
Insight Areas Likes
Reach
Visits
Posts
People
41
Likes Analytics Number of Likes
Number of Unlikes
Source of Likes
Ads
Page Suggestions
Your Page
Mobile
42
Reach Insights Number of People who
saw posts on your page.
Actions taken on posts
(like, share, comment)
43
Visits Insights Page and Tab visits
Tab importance
Checkins
44
Posts Insights Times and dates of visits
Most effective post
types
Which posts are have highest reach and
engagement
45
People Insights Demographics
Location
46
Facebook-EdgeRank Affinity – relationship with
object (is this person a friend or did they just Like something)
Weight-type of post (images have the highest weight)
Time Decay-decreases as content ages
edgerankchecker.com
47
∑ = Ue x We x De
= Affinity x
Weight x
Decay
48
Timeline Activity Mentions
Follows
Unfollows
49
Timeline Activity Favs
Retweets
Replies
50
Follower Information Number of followers
Interests
Location
Gender
Who your followers follow
51
52
Pinterest Analytics Only on business
accounts
Similar metrics to other
social networks
53
Pinterest Metrics Pins
Pinners
Repins
Repinners
Impressions
Reach
54
Clicks
Visitors
Most Recent Pins
Most Repinned
Most Clicked
55
Hootsuite Reports from multiple
social media networks in
one place
Some reports require a
pro account
56
Link Shorteners Example: Bit.ly
Integrates with lots of
services (ex. Twitter)
What percentage of your clicks contributed to the
overall number of clicks
on that link
57
Click Tale How visitors are
interacting with your site
What they are pausing
their mouse over
58
Paid Tools Sprout Social
Radian 6
SocialBro
Twitalyzer
59
60
Vs. Comparison Vs. Last Period
Vs. YAG
Vs. Industry
61
Competitors or industry Google analytics lets you
select your industry
Many social media
metrics are open for
public viewing
62
Vs. Comparison Vs. Last Period: +76%
Vs. YAG: -28.5%
Vs. Industry
64
Twitter.com/ccondray
9/26/2012
Twitter.com/ccondray
479-966-9575
2/11/2014