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Applied Analytics Questions, Answers and Actions from 13 Reports
Andy CrestodinaStrategic Director @crestodina
source: Social Media Today
Traffic x Conversion Rate = $
Google Analytics Reporting
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Google Analytics Analysis
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Google Analytics Analysis
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If you see a data puke, then you know you’re looking at web reporting.
If you see words in English outlining actions, then you are looking at web data analysis.
Avinash KaushikOccam’s Razor
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source: Avinash Kaushik
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source: Avinash Kaushik
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Who’s job is this Analytics stuff?
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Turning marketing ideas into questions
AUDIENCE REPORTS
1
Visitor = UserVisit = Session
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Turning marketing ideas into questions
Are our visitors using mobile devices?
1
Audience > Mobile > Overview
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Audience > Mobile > Overview
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Audience > Mobile > Overview
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Turning marketing ideas into questions
Are mobile visitors less engaged?
2
Audience > Mobile > Overview
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Audience > Mobile > Overview
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Audience > Mobile > Overview > Bounce Rate
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Audience > Mobile > Overview > Avg Session Duration
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Actions1. Check the design of
landing pages for mobile visitors
2. Create schedule for mobile testing
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Turning marketing ideas into questions
Is the site working well in every browser?
3
Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Audience > Technology > Browser & OS
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Actions1. Test the site on the
browsers with higher bounce rates.
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• Are millenials visiting our website? What are they doing?
• How many of our visitors are local? National? International?
• What times of day are people reading our blog?
More Q’s to Ask Your Audience Reports
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ACQUISITION REPORTS
2
Turning marketing ideas into questions
Which social network drives the most traffic?
4
Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)
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Turning marketing ideas into questions
5Which social network drives the best traffic?
Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Actions1. Focus on social networks
with high conversion rates.
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels > Social
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Acquisition > All Traffic > Channels
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Acquisition > All Traffic > Channels
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Actions1. Focus on networking
benefits of social media, not traffic benefits.
2. Resource allocation!
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Turning marketing ideas into questions
What phrases are we ranking for?
6
Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Acquisition > SEO > Queries
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Actions1. Find the pages. Confirm
the rankings.2. Improve the page by
adding detail, keywords, video, internal linking, etc.
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• Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper?• Which sites have linked to us recently?
Are they sending us referral visitors?
More Q’s to Ask Your Acquisition Reports
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Search + SocialOne post, optimized for both
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Content designedto attract visitors
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Optimized for Search
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Optimized for Social
How many people are waitingfor your article to go live?Make sure it’s not zero.
BEHAVIOR REPORTS
3
Turning marketing ideas into questions
What are people looking for on our site?
7
Behavior > Site Search > Search Terms
Behavior > Site Search > Search Terms
Behavior > Site Search > Search Terms
Behavior > Site Search > Search Terms
Actions1. Optimize your own pages
for your own search tool.2. Publish content on those
topics.
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Turning marketing ideas into questions
Are they reading what we’re writing?
8
Percent Content Consumption vs. Percent Published
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Percent Content Consumption vs. Percent Published
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Percent Content Consumption vs. Percent Published
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Percent Content Consumption vs. Percent Published
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Actions1. Publish more content on
those popular topics.2. Promote the high value
content better.3. Reconsider your content
strategy!
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Turning marketing ideas into questions
Which posts are the most engaging?
9
Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Actions1. Publish more content on
the popular topics.2. Do more to promote the
low-traffic, high value posts.
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Turning marketing ideas into questions
What is the top paththrough our website?
10
Behavior > Behavior Flow
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Behavior > Behavior Flow
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Behavior > Behavior Flow
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Behavior > Behavior Flow (Explore Traffic through “/”)
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Behavior > Behavior Flow (Explore Traffic through “/”)
Actions1. Rebalance your navigation2. Polish up the pages in that
top path3. Make sure the billboards
are on the highway (videos, testimonials, etc.)
4. Get rid of your testimonials page
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CONVERSION REPORTS
4
Turning marketing ideas into questions
Which posts inspire action?
11
Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages (filtered)
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Behavior > Site Content > All Pages (filtered)
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Conversions > Goals > Reverse Goal Path
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Conversions > Goals > Reverse Goal Path
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Conversions > Goals> Reverse Goal Path > Subscribers
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Behavior > Site Content > All Pages
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Pageviews Per Blog Post
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Subscribers Per Blog Post
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Conversion Rate Per Blog Post!
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Conversion Rate Per Blog Post
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Actions1. Drive traffic to these
posts, through social, email, internal linking, ads, etc.
2. Publish more content on these topics.
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Connect your traffic champions to your conversion champions!
Turning marketing ideas into questions
Which pages support the lead gen funnel?
12
Turning marketing ideas into questions
Where are we losing people during checkout?
13
Conversions > Goals > Funnel Visualization
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Conversions > Goals > Funnel Visualization
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Actions1. Reduce number of steps.2. Remove distractions.3. Answer top questions
earlier.
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• What hour of day, day of week or month of year are visitors most likely to act?
• Are people buying right away?
More Q’s to Ask Your Conversion Reports
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Data-Driven Empathy
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Content marketing is a lot of work...
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Every number in your Analytics is inaccurate
...but so what?
Caution: Bad Audience Data
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1. No cookie? No data.
2. JavaScript Disabled? No data
3. Time on page? Or time on tab?
4. Same Device, Different User
5. Same User, Different Device / Browser
This can be a problem...
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First Touch Deep Dive Purchase Purchase Loyalty
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First Touch Deep Dive Purchase Purchase Loyalty
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First Touch Deep Dive Purchase Purchase Loyalty
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Is that you in your Analytics? Create a filter!
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Is that you in your Analytics? Create a filter!
Are those robots in your Analytics? Exclude ‘em!
Are those robots in your Analytics? Exclude ‘em!
Are those robots in your Analytics? Exclude ‘em!
Caution: Bad Acquisition Data
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Traffic Sources Aren’t What They Seem
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Use URL Tracking Code for “Campaign” Reports
Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Use URL Tracking Code for “Campaign” Reports
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Caution: Bad Behavior Data
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Admin > Property Settings
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Caution: Bad Conversion Data
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What does success look like? Setup Goals!
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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Admin > View > Goals
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URL Problems
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Conversions > Goals > Funnel Visualization
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Bottom Line
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Analytics Shortcuts& Collaboration Tips
There is no I in GA!
Adding UsersAdmin > View > User Management
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Dashboards
Dashboards
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Dashboards
Dashboards
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Dashboards
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Google Analytics Solutions Gallery
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Annotations
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Annotations
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Annotations
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Annotations
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Reasons to Add an Annotation1. Email campaign2. Start / change / stop PPC3. PR hit4. Change in publishing calendar5. Website change6. Analytics setup change
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Sharing Screenshots
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Sharing Screenshots (Jing)
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Sharing Screenshots (Jing)
Sample Marketing Meeting Agenda
...integrate Analytics into your process
0:00 – 0:10 Brief updates from teamsThese might be individual people or entire departments. It could be the client and the vendor. It could be the social media community manager, the PPC partner, the freelance blogger and the marketing director.
• Any major issues?• Any victories to celebrate?• Report on the big picture? Review Dashboards
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0:10 – 0:40 Review Current ActivitiesTake a close look at where your time, effort and budgets have been focused since the last meeting.
• What are the outcomes of the actions we are taking? Are they worth the time/cost? Reports and Analysis
• Should we adjust our approach? Need more time? Continue or discontinue that activity?
• Did everyone complete their action items from the last meeting? (accountability)
• Does anyone need help? Can anyone support anyone else’s efforts?
• Are we confident as a team that we’re going in the right direction?
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0:40 – 0:55 Consider New InitiativesJust knowing that there’s a time and place to bring up new ideas will keep people from distracting each other during the week.
• Anyone have any new ideas?• Is there evidence that this effort will be worth the
time/cost? Reports and Analysis• Schedule more time to weigh pros/cons and then
decide/delegate?
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0:55 – 0:59 Action ItemsExpectations for everyone should be crystal clear when they walk out of the room or hang up the phone.
• Who is going to do what before the next meeting?
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Thank you!
Andy CrestodinaStrategic Director | @crestodina
bitly.com/contentchem