Google Confidential and Proprietary

Google AnalyticsPowerful Data That Can Drive Effective Business Decisions

Marco ReginelliAccount Executive, Google

November 21st, 2009

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Five challenges with data

1. Not enough of it

2. Too much of it

3. Don’t trust it

4. Don’t know what to do with it

5. We go with the HIPPO anyway

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Data can answer...

How do people find me online?

Who are they?

Where do they come from?

Do they like me?

Are they a valuable customer?

How do I stack up against the competition?

How can I plan for the future?

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Where does the data live?

Web logs

Spreadsheets

Desktop databases

Online analytics products

3rd party aggregators

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Google Analytics is FREE

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HOW DO PEOPLE FIND ME ONLINE?

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Direct Traffic

Users who have memorized your URL or have you bookmarked.

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Google Analytics: Direct Traffic

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URL Amnesia

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.comwww. doggroomingsfonlinetopnotch

Dash?

Two “G”s? .net .biz?

Dot/Underscore?

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Search Engine Traffic

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Google Analytics: Search Engines

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Referral Traffic

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Google Analytics: Referring Sites

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Other Tools: Google.com Link Operator

www.google.com

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Ad Traffic

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Google Analytics: AdWords Campaigns

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Keyword Traffic

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Google Analytics: Keywords

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Other Tools: Search Based Keyword Tool

www.google.com/sktool

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WHO ARE THEY?

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Google Analytic: New vs Returning Visitors

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Other Tools: Quantcast.com

Also use www.google.com/adplanner

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WHERE DO THEY COME FROM?

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Geographic Traffic

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Google Analytics: Map overlay

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Other Tools: Google Insights for Search

www.google.com/insights/search

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DO THEY LIKE ME?

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Google Analytics: Top Content

Compare performance to site averages

Evaluate Bounce Rates

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Google Analytics: Navigational Analysis

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Google Analytics: Engagement Stats

Pageviews

Bounce Rates

Average Time on Site

Loyalty

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Google Analytics: Goals & Funnels

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ARE THEY A VALUABLE CUSTOMER?

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Google Analytics: Ecommerce Reports

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Google Analytics: Advanced Segments

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HOW DO I STACK UP AGAINST THE COMPETITION?

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Google Analytics: Benchmarking

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Competitive Landscape: Compete.com

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Competitive Landscape: Quantcast.com

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HOW CAN I PLAN FOR THE FUTURE?

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Demand: Google Insights for Search

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FINAL TIPS

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#1 Don’t be slave to the data

Spend time on analysis and make quick, informed decisions. Let

the data work for YOU!

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#2 Separate the outliers from the expected data

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Indentify the clear trends, but don’t forget the possible gems in

the outliers

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#3 Test the big ideas

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A BThe web is fast and easy place to test ideas and products

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#4 Be careful of the HiPPO

Highest Paid Person’s Opinion

Try to make data-driven decisions

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Creating a data driven culture

• Give access to data

• Have a great idea? Sell it with data

• Measure all functions of the business (Qualitative and

Quantitative)

• A/B test whenever possible

• Ask, “What does the data say?”...if inconclusive, dig deeper, or

consider ways to get the data

• Reward employees who use data to advance your business

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Q&A