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Data, Meet Marketing
Utilizing Web Analytics
@shaunholloway
The Shift
PaidTV
Radio
Events
Display
SEM/Online
OwnedStorefront
Website
Direct Mail/Email
Social Network/Media
EarnedWord-of-Mouth
Press
Referrals
On-site Comments
Shares, Likes, RT’s
Check-ins
Ratings/reviews
Mentions
Shifted Componentsof the Marketing Strategy
Metrics and KPIs
• What is important?# of followers, impressions, comments, …
• The Value of a FollowerIs it worth it? How do you know?
Metrics and KPIs
Will vary relative to the tool, but…
What goals do these metrics
ALL strive to influence?
Typical Business Goals
• Increase brand awareness
• Drive leads in the pipelines
• Drive traffic to website
• Reduce customer service cost
• Improve customer satisfaction
• Improve customer retention
• Increase sales
Typical Web Metrics
• Website visitation and frequency
• Popular web pages and/or posts
• Where visitors came from
• How long visitors stayed
• What browser and OS are used
• Where visitors are coming from
What To Track?
• What should be watched?
• Are you able to make decisions?
Don’t mistake data, metrics, and KPIs for ROI. Metrics measure
important points, but they don’t connect to dollar values. (Radian6, 2012)
High-level Content Report
13 months. What do you know?
What is Google Analytics?
• Shows you the full customer picture across digital properties
• Insights you can turn into real results
Source: Google Analytics, http://www.google.com/analytics/why/index.html
What is Google Analytics?
• The Bottom Line…
Source: Google Analytics, http://www.google.com/analytics/why/index.html
Analytics make it easier to serve your current customersand win new ones.
Web Analytics Advice
• Learn what is possible
• Plan website updates
• Avoid the “single metric trap”
• Avoid “data rabbit holes”
Source: Google Analytics, http://www.google.com/analytics/why/index.html
DashboardsJanuary 1, 2014 – November 24, 2014
Real-time Overview
Real-time Content
Intelligence Events
Audience Overview
Demographics
Location
Location
Language
New VS. Returning
40.1%
59.9%
Browser and OS
Mobile Devices
Mobile Fragmentation
User Flow – Country
User Flow – Source
User Flow – OS
Acquisition Source
Referral Sources
Behavior Overview
WHY?
Site Content
HOME
Content Drilldown
Landing & Exit Pages
Site Speed
Events & Conversions
Administration
Other Tools
• Google Webmaster Tools
• Bing Webmaster Tools
• Server Logs
• System Logs
• Other Sources and Tools– Woopra, Facebook, YouTube, Twitter, Alexa, etc.
Data, Meet Marketing
Utilizing Web Analytics
@shaunholloway
Slideshare.net/hawk9698
