Content Jam: Applied Analytics

Applied AnalyticsInsights and Actions from 12

Reports

#contentjam

Andy Crestodina, Orbit Media Studios

@crestodina

source: Social Media Today

http://www.socialmediatoday.com/content/shocking-truth-about-gaps-digital-marketing-skills-infographic

Google Analytics Reporting

Google Analytics Analysis

Google Analytics Analysis

IDEA QUESTION ANSWER

ACTION!

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

source: Avinash Kaushik





Who’s job is this

Analytics stuff?

Turning marketing ideas into questions

AUDIENCE REPORTS1

Visitor = UserVisit = Session


Are our visitors

using mobile devices?

1

Audience > Mobile > Overview




Are mobile visitors less engaged?

2



Audience > Mobile > Overview > Bounce Rate

Audience > Mobile > Overview > Avg Session Duration

Actions1. Check the design of

landing pages for mobile visitors

2. Create schedule for mobile testing


Is the site working well

in every browser?

3

Audience > Technology > Browser & OS




Actions1. Test the site on the

browsers with higher bounce rates.

• 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

ACQUISITION REPORTS2


Which social network

drives the most traffic?

4

Acquisition > All Traffic > Channels


Acquisition > All Traffic > Channels > Social


Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)


5Which social network

drives the best traffic?



Actions1. Focus on social networks

with high conversion rates.





Actions1. Focus on networking

benefits of social media, not traffic benefits.

2. Resource allocation!


What phrases are we ranking

for?

6

Acquisition > SEO > Queries





Actions1. Find the pages. Confirm

the rankings.2. Improve the page by

adding detail, keywords, video, internal linking, etc.

• 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

BEHAVIOR REPORTS3


What are people

looking for on our site?

7

Behavior > Site Search > Search Terms




Actions1. Optimize your own pages

for your own search tool.2. Publish content on those

topics.


Are they reading what

we’re writing?

8

Percent Content Consumption vs. Percent Published

Actions1. Publish more content on

those popular topics.2. Promote the high value

content better.3. Reconsider your content

strategy!


Which posts are the most engaging?

9

Behavior > Site Content > All Pages






Actions1. Publish more content on

the popular topics.2. Link from the high traffic

posts to high converting posts.

CONVERSION REPORTS4


Which posts inspire action?

10


Behavior > Site Content > All Pages (filtered)

Behavior > Site Content > All Pages (filtered)

Conversions > Goals > Reverse Goal Path

Conversions > Goals > Reverse Goal Path

Conversions > Goals> Reverse Goal Path > Subscribers







Pageviews Per Blog Post

Subscribers Per Blog Post

Conversion Rate Per Blog Post!

Conversion Rate Per Blog Post

Actions1. Drive traffic to these

posts, through social, email, internal linking, ads, etc.

2. Publish more content on these topics.


Which pages support the

lead gen funnel?

11


Where are we losing people

during checkout?

12

Conversions > Goals > Funnel Visualization


Actions1. Reduce number of steps.2. Remove distractions.3. Answer top questions

earlier.

• 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

Data-Driven Empathy

Content marketing is a lot of work...

Every number in

your Analytics is inaccurate...but so what?

Caution: Bad Audience Data

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

This can be a problem...

First Touch Deep Dive Purchase Mo’ Purchase Loyalty


Visitor 1 Visitor 2 Visitor 2 Visitor 3 Visitor 4


Visitor 1 Visitor 1 Visitor 1 Visitor 1 Visitor 1

Is that you in your Analytics? Create a filter!

Is that you in your Analytics? Create a filter!

Are those robots in your Analytics? Exclude ‘em!



Caution: Bad Acquisition Data

Traffic Sources Aren’t What They Seem

Use URL Tracking Code for “Campaign” Reports






Caution: Bad Behavior Data

Admin > Property Settings

Caution: Bad Conversion Data

What does success look like? Setup Goals!

Admin > View > Goals






Bottom Line

Thank you!I really hope that was useful...

#contentjam

Andy Crestodina, Owner, Orbit Media Studios

@crestodina

These might help...

Marketing

Content Jam: Applied Analytics