Introduction to Analytics

Gene Begin@gbegin

Dennis Lonigro@DLoBoston

Agenda

• Web Analytics Basics• Google Analytics• Real Data (reports)• Takeaways• Next Steps

“The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline).”

Avinash Kaushik

AnalyticsBusiness

Objectives

Website Purpose

Analytics Goals

Key Performance

IndicatorsTargets

Measurement

Analysis

Effective Use

Measure

AnalyzeChange

Proceed with Caution

• The data is not perfect• Look for trends• Context is king

Audience Reports

• Overview• Location• Behavior– New vs. Returning– Engagement

• Technology

Traffic Reports

• Where are visitors coming from?– Direct• Type URL, bookmark, link from email client

– Referrals– Organic Search– Paid Search– Campaigns• Banner ad, email newsletter

Content Reports

• Evaluate your actual site content– Where do people enter– Where do people go– Where do people exit– How long do they stay– Did they search?

Goals

• How well does your site help your business goals?

• Goal Types– URL Destination– Visit Duration– Pages/Visit– Event

Takeaways

• Don’t get hung up on data, look for trends• Context is king• Stay away from averages• Always have a comparison metric• Bounce rate is a good metric• Think: Actionable Insights

Next Steps

1. Define business objectives (account manager or section owner)

2. Define website goals (account manager/ dig mkt mgr)3. Define targets (account manager)4. Define segments (account manager)5. Configure Google Analytics reports (dig mkt mgr)6. GA training, if necessary (dig mkt mgr)

Ongoing measurement and informed decisions

Questions?

Slide Design: Stephen ChisaImages courtesy of The Noun Project: http://thenounproject.com