Women in Communications Presentation: Marketing Analytics

@WebspecDesign
Women in Communications:
Marketing Analytics
Lindsey LaMair & Alex Karei
June 22, 2016

@WebspecDesign
Hi, we’re Webspec Design.
Alex Karei
Marketing &
Communications
Director
Lindsey LaMair
Digital Marketing
Director

@WebspecDesign
Do you know how
customers are
engaging with your
website? Quick answer: you should.
Enter Google Analytics.

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Google Analytics
The Good, The Bad, & The Ugly
The Good
• Highly customizable and FREE
• Allows you to integrate with different
marketing tools and campaigns
The Bad
• Traffic can sometimes get skewed if it’s
not set up correctly
The Ugly
• Can sometimes be difficult to configure -
make friends with your developer

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Why Google Analytics?
Measure user behaviors such as:
• Time spent on site
• Page views
• Landing page interactions
• Location & language information
• Traffic source breakdown
• Device, browser, & OS breakdown
• Traffic by page
• Referral traffic sources
• Campaign & event success
https://memegenerator.net/instance/64069875

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83.1%Of all the websites whose traffic analysis tools we know use Google Analytics
to track usage data, according to W3Techs.com.

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Universal Analytics
Released from beta in 2014.
As of 2016, all accounts have been phased into UA, so just make sure you have the
correct code installed.
• Three different types of codes depending on what you’re tracking - website, mobile
app or game console.
Makes your analytics data much easier to customize
• Cross domain tracking
• Organic traffic sources
• Specific dimensions

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Check and see if you have Universal Analytics
The code on your website/app is most important, not the one in your account.
Go to your website. Right click anywhere on the page and select View Page Source.
Ctrl + F for “UA” or “analytics” and that should get you there (if it’s installed). Should be within the
Header or Footer code.
Double check this with your analytics code in your account under Tracking Info.

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Anatomy of an Analytics account
Properties
(up to 50 per
account)
Views
(up to 25 per
property)
Accounts
(up to 100 per
user login)

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This is just the beginning...

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Find out more about your users
Look at the Audience section for this data.
Geo >
Language &
Location
Demographics
> Age &
Gender
Behavior >
Frequency &
Engagement
User Explorer
Mobile >
Devices
Cohort
Analysis
(Beta)

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Customizing your Analytics
Track the traffic you care about to get an accurate picture of your engagement.
• Filter out traffic from bots and spiders
• Filter out specific IP addresses and multiple referral visits
• Create custom segments to build audiences for future campaigns.
• Customize your organic traffic to channel visits from specific keywords into
direct traffic
• Integrate with other marketing tools to track specific data from other campaigns
• Set up goals or events to show profitable desired customer behaviors
*Keep in mind, it’s always a good idea to keep one “clean” view to compare your
data to later on.

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Filters
Limit or modify the data that you see in a view using predefined or custom filters.
Exclude traffic from particular IP addresses or view a specific subdomain or subdirectory on your site
(like /blog).
Edit these at the Account level
to apply to all properties or the
View level if you want it to apply
to a particular view.
Be aware, filters DO modify your traffic
information.

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Excluding Bots & Spiders
Create a custom filter to exclude Referrals from XYZ.spam.content.com.
Hit Save.
Create new filters for each spam referral source to clean up your traffic.
Admin Select View Filters +Add Filter

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Segments
View a subset of all your analytics users so you can isolate and analyze trends. Segments do not alter
the underlying data like Filters do.
Break down your users by country, language, device, habits.
Use these to build audiences for remarketing or PPC campaigns.
Admin Select View
Segments (Personal
Tools & Assets)
+New Segment

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Analytics User Model

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Sorry I have to...
http://intuitivedigital.com/2016/02/marketing-pick-up-lines/

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Content Grouping
Group your content into a logical structure that helps you break down how
you examine your site or app.
This is great for large ecommerce sites or complicated apps.
Create up to five content groupings, but unlimited groups within those.
To group content:
Group by tracking code
(modify the code on each
page).
Group by extraction
(extract content based on
URL or page title).
Group by rule definitions.

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Customize organic search data
Search term exclusions: count some search traffic as direct traffic.
Customize organic search sources: create a default list of search engines.
Admin
(Property)
Tracking Info
Search Term
Exclusion List
+Add Term
Admin
(Property)
Tracking Info
Organic Search
Settings
+Add
Search
Engine

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Customize referral traffic data
Referral exclusions: filter out unwanted session data.
Common uses include:
• Third party payment processors
• Cross subdomain tracking
Admin
(Property)
Tracking Info
Referral
Exclusion List
+Add
Referral
Exclusion

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Goal tracking
Learn how much your customer interactions earn on your site.

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Goal tracking setup
Use an existing goal template, create a custom goal, or create a Smart Goal (if
applicable).
Smart Goals are more complicated, but they use machine learning to look at dozens of
signals on website visits to see what is most likely to result in a conversion.
Admin View Goals +New Goal

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Custom reporting
Reports can be displayed in Explorer (standard), Flat Table (static, sortable table), or Map
Overlay (good for international traffic sites).
Optional features include selecting which views you want to include as well as which
filters should be in the report.
Customization Select Report TypeEnter Title
+New Custom
Report

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Linking Google Analytics & Search Console
*You must be logged into the same account that owns the verified site in
Search Console in order to link the two accounts.
Select which
property you
want to link
Go to
Property
Settings
Select
Search
Console
Settings
Go to the
Admin tab for
your account

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Google Search
Console
Formerly known (or still
known) as Webmaster Tools
• Track site health
• Get alerts for errors, hacks,
or malware
• Get more in depth SEO
information
• Submit sitemaps and
monitor your robots.txt file

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SEO Details
Utilize Search Console as a reactive analytics tool to fix crawl, hack, or index errors.
What keywords are getting users to your site? Get more info in Search Analytics.

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User Experience & Site Improvements
Get information on mobile usability, index
status, 404 errors, and broken links to
make sure your site has the best
experience possible for your users.
Use the HTML Improvements section (right)
to make sure your site follows Google’s
guidelines for an SEO friendly site.

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Website Health
Is your site being seen/indexed by Google?
Is your site structured in a way where all pages are
being crawled?
Have you notified Google of positive changes you
make to your site?
Are you accidentally blocking pages from Googlebots?
Are you getting a high number of errors on important
pages?

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Fetch as Google
Ever wonder how to submit your site to Google for index?

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WATCH OUT!
Things to look out for in Analytics & Search Console:
• Multiple tracking codes (it’s ok to have two different codes on a site, but two of the
same code will skew data)
• Incorrect domain tracking
o Is your site tracking the www version or the https version? Make sure they
match the live site.
o Using different subdomains for campaign landing pages? Set up separate
properties for these.
• Only tracking one version of your domain in Search Console.
• Failing to link your Search Console and Analytics accounts.

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Email Marketing
Analytics

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Obvious Choices
Standard measurements against your industry.
• Opens of emails
o When are emails being opened?
o How many times are people opening them?
Clicks within those emails
• Which links are they clicking on?
• Are they repeat clicking?

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Are you reading these
statistics correctly?

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How do you define an “open?”
Invisible
graphic
embedded
on email.
User “clicks”
a link to
download
images.
Open is
tracked!
But ...

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How do you define an “open?”
This system isn’t foolproof - many email
systems automatically load images in a
given email, meaning you might get some
“false opens.”

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How do you define a “click?”
Different email providers will give you different types of statistics.
Click rate Clicked
Total
clicks
Last
clicked
Clicks per
unique opens
Top links
clicked

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How do you define a “click?”
To increase the effectiveness of campaigns, some rates are more important
than others.
Click rate
Clicks per
unique opens
Top links
clicked
Percentage of
successfully
delivered
campaigns that
registered a click.
Percentage of
recipients who
opened your
campaign and
then clicked a link.
The URLs that
were clicked the
most in your
campaign.

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What other statistics
do you need to be
aware of?

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Overall List Statistics
What device are they opening the email on?
Why does this matter?
• Are you checking how your emails look on
mobile prior to sending them?
• If a majority of your audience is looking at your
emails on their phone, you should be thinking
“mobile-first” in your design.
Statistics say
55% of email is
now opened on
a mobile device.
(Litmus, 2016)

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What’s Mobile-First Design?
Image Source: Ubiquity

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Overall List Statistics
What desktop program are they opening
the email in?
Why does this matter? How your email
produces in Gmail or Outlook can look
drastically different!

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Example: Reviewing List Statistics

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List Averages
● Open & clicks
● Quality (Bounces, unsubscribes)
● If your quality is inconsistent or bad,
reevaluate where you’re getting those
emails from for your lists.

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Content Analytics
• These really aren’t “numerical analytics”
but they are ones you should think about.
• Things like …
• Subject Lines
• Headlines
• Call to actions

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Content Analytics
• Look at each email to see what’s working - but don’t stop there. Are there
consistent elements that work to carry a winning email through?
• Don’t let the machine do the work for you.

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Social Media
Analytics

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As yourself a few questions …
• Why are you on social media?
• What are you trying to accomplish?
• What do we want clients to do?

@WebspecDesign
Ask yourself a few questions …
What channels are most
important to you?
What are you trying to
accomplish?
What do we want
clients to do?
If your time is limited, rank
your priority order of
channels and stats you want
to track within them.
Sales?
Track Conversions
Brand Recognition?
Track Impressions
Start a conversion?
Track engagement
Visit often?
Track frequency

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Pulling Analytics
How you want to go about pulling
analytics depends on a lot of things:
• Time
• Money
• Interest
• Understanding

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Believe it or not …
it’s okay not to be an analytics guru!
(Although some of us don’t have a choice.)

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No time, but a good budget
Look at getting outside assistance!
• Agency
• Larger projects
• Lots of manpower & experience
• Can help with more than just social media analytics
• Consultant
• Typically you’re working with one individual
• Less expensive

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A little time and a small budget
• Third-party applications can help you track analytics faster.
• Summarized reports
• No digging through Facebook’s native pieces
• Publish, respond, and analyze from one platform

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Some time, but no budget
• Pulling analytics from the native applications (Facebook, Twitter, etc.)
• Assess your goals
• Figure out a timeline
• Create your own template

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No time, and no budget
• Pulling analytics from the native applications (Facebook, Twitter, etc.)
• Same as some time, but …
• What’s your MOST-NEEDED information?
• Make time for that!
• What happens if you don’t have time in any given month?
• Make a priority list within your priority list.
• Don’t sweat the small stuff!

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Regardless of how you
do it … keep two
things in mind.

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1. Make sure you’re
implementing the statistics
you’re taking the investment
to pull and review.

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2. Don’t get hung up on stats
that don’t actually matter.

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Organic reach for the
average Facebook
Page dropped from
16% to 6.5% from
February 2012 -
March 2014.
(Edgerank Checker)
>6.5% organic reach
Organic reach for the average Facebook Page dropped from 16% to 6.5%
from February 2012 - March 2014. (Edgerank Checker)

@WebspecDesign
Questions?CONTACT US:
alex@webspecdesign.com | lindsey@webspecdesign.com
www.webspecdesign.com

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