Bend WebCAM - Making Smarter Decisions with Google Analytics

Making
Smarter
Decisions
with Google Analytics
Caleb Whitmore
@analyticspros
© 2012, Caleb Whitmore & Analytics Pros, Inc.

About Caleb
• Founder & CEO,
Analytics Pros
• Founder, GAUGE the
Google Analytics
User Conference
• Founder, the Best
Practices Conference
• On Twitter
@analyticspros


I Wrote a book about Google Analytics

Get a copy: http://goo.gl/nKwPI


Our Services
• Data driven...
Media • Organic & Paid Search
• Social media
Optimization • Cross-channel optimization
• Attribution Modeling
• Data Analysis & Reporting
Platform • User experience & key
process analysis
Optimization • A/B testing
• Multivariate testing
• Web + Mobile + Social
• Strategy + Implementation
Digital Measurement • Governance &
Administration
& Insights • Training
• Reporting, Analysis,
Staffing


What
We’ll Talk About


Even More Reports…


But do they really help
us?


Which half of 50% is better?
“Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half.”
-John Wanamaker


A Promise
“Data and Analytics can make things better”


What Marketing Worked?


Can you tell which is better?


Failure?
The 7 Causes of Digital Analytics Failure


Why Digital Analytics Efforts Fail
1. No Strategy
2. No Plan
3. Bad Implementation
4. Data Overload – analysis paralysis
5. Distrust of data
6. Barriers to reaching data
7. Lack of action after insights


What Can Be
Done?
To NOT Fail


Digital Analytics Success Model

Strategy Capability Insight Action

Goals Team Analysis Prioritization

Questions Toolbox Meaning Toolbox

Plan Process Answers Results


Strategy


Lifecycle Phases


Strategy & Planning


Business Goals

Data Analysis & Supporting
Answers Questions

Report
Data to Answer
Configuration &
Questions
Access

Required
Implementation to
get the Data

Goals: Align With Your Business


Ask the Right Questions


Tip
Ask Business Questions, NOT Metrics


Example
Metric Question
How many views to
Page X?


Example
Metric Question Business Question
How many views to Which promoter is a
Page X? better partner?


Capability


Implementation


Team


Team: Get the Right Coverage


What’s Your
Structure?

The Rockstar


Team Structure


The Business Strategist


The Super-Developer


The Data Miner
Let’s Go Dig Up
Some Data!


The Analysis Ninja


Insight &
Action

Analysis & Optimization


Two Ways to Win
How did this
bucket get so
empty?


Action: Having The Right Toolbox


Google
Analytics


CrazyEgg

www.crazyegg.com

4Q

www.4qsurvey.com

User Report

www.UserReport.com

not


Optimizely

http://www.optimizely.com/

7 Google
Analytics
Essentials
in 7 minutes

#1
Implementing
GA What to do, and NOT do…
learned the hard way!


Plain Vanilla… It’s Not for You

© 2012, Caleb Whitmore &Image source:
Analytics Pros, Inc. http://atencentgemjar.wordpress.com/

The GA Tag Comes in Many Flavors

© 2012, Caleb Whitmore &Image source:
Analytics Pros, Inc. http://valuestream2009.wordpress.com/

The Settings that Matter
• There are over 55 documented settings for the
tag


The Settings that Matter
• There are over 55 documented settings for the
tag

• Top settings to consider:
– Cookie Domain  setDomainName
– Campaign Anchors  setAllowAnchor
– X-domain Linking  setAllowLinker


This is Bad…
• If your website is www.zenithvineyard.com


Data Quality Checking Tools
• Audit your site data for quality
– Internal referrals?
– Suspicious “direct” landing deep within your site?
– Odd exit pages with high rates?

• Use tools:
– www.analyticscheckup.com
– www.observepoint.com


Caleb’s Implementation Tips
• Plan your business requirements
• Implement the GA tag correctly for your
website(s)
– Consider domain names (sub-domains, 3rd party
domains)
– Place the tag on all pages
– Use the setAllowAnchor feature
• You may want to take a course, read a book,
or hire an expert to assist – don’t skip on this!


Related Resources
• Books
– Performance Marketing with Google Analytics
(Whitmore, Tonkin, Cutroni): http://goo.gl/nKwPI
– Advanced Web Metrics (Clifton): http://goo.gl/8f9ui
– Google Analytics (Cutroni): http://goo.gl/yXq6j
– Web Analytics 2.0 (Kaushik): http://goo.gl/94Bhu
• Training
– Online GA Conversion University: http://goo.gl/gBVYg
– Google Seminars for Success: http://goo.gl/Cx87U
– GAUGE Google Analytics User Conference (next one is
in NYC Oct 17 - 18): http://goo.gl/nqDQI


#2
Google
Analytics Goals
Without a goal, what’s the point?

A “typical” Goal
Typical GA Goal


Goal Essentials
Goals with a
Framework


Goal Examples: Simple Framework


Related Resources on Goals
• Caleb’s goal planning worksheet:
http://goo.gl/Ivcxm

• Great blog post by Avinash Kaushik:
http://goo.gl/gpLD4


#3
Campaign
Tagging
Traffic Source Identification


Traffic Source Segmentation
• Screenshot showing traffic source data
mediums report with +/- view


Identify Traffic Sources Against…
• Goals

• Transactions

• Landing pages

• Campaigns by
Geography

• Everything!


Just to be clear…
• Google Analytics can track any kind of
marketing – not just Google AdWords
– Email marketing
– Microsoft AdCenter paid search
– Display ads run anywhere
– Social Media traffic
– Even offline campaigns


Tracking Your Marketing
• What to know:
– Email will show up as “direct” unless it is specifically
tagged
– Banners & links will show up as “referring” not
“banner”
– Offline campaigns can be tracked using vanity URL’s
and tracking codes
– Paid search must be tagged, otherwise it gets mixed in
with organic search


GA’s Oder of Operations
1. Check of Campaign Tags
(utm_etc…)

2. Look for Referrer
– Search Engine =
organic/search
engine/keyword
– Referring Site = referring
domain / page

3. Lump into “direct/none”


Campaign Links: How They Work
• In web addresses, the parts after a question park are
called “query parameters”. Sometimes your webserver
does something special with them.
www.example.com/page?id=1234

• If your webserver doesn’t recognize the query
parameter, it ignores it. These addresses both go to the
same page:

www.example.com/page
www.example.com/page?myname=johnsmith

© 2012, Analytics Pros, Inc.

Campaign Links: How They Work
• So even better than making up labels, we can use
some labels that Google Analytics recognizes:

www.example.com/page?utm_medium=email
&utm_source=newsletter
&utm_campaign=spring-2010

• These represent the medium, source, and
campaign.
• You don’t have to build these URLs by hand.


A Better URL Builder
• Excel-based

• Automate
the process

• Ensure
consistency

Get it here: http://goo.gl/qpzDF

#4
Segmentation
Going beneath the surface of your data


6 Ways to Segment in GA
1. Standard report drilldowns
2. Report secondary & pivot dimensions
3. Custom Reports & Dashboards
4. Advanced Segments
5. 3rd party tools
6. Data Export API tools


Standard Report, No Drilldown

What’s the cause?


Standard Report w/Drilldown

Organic & Referral Spiked


Secondary Dimension Segmentation
Shows Visits, Bounce Rates for each
Keyword – but how do landing pages
impact this?


Pivot Segmentation


#5
Geographic
Analysis
Where Your Customers Are

Geography

Default graphic
weighted by Visits


Geography

Change color
weighting to use
another metric


#6
Technology
Analysis
From Your
Customers’
Perspective

Internet Explorer Analysis
• Bounce Rates for IE versions vary wildly

• IE 9.0 users really have a hard time


Other Technology Analysis
• Analyze goal and experience factors
– Conversion rates
– Time on Site
– Pages/Visit

• Analyze other technical factors:
– Screen Resolution


Screen Sizes Report


Screen Resolution Example

Example report using Next Analytics for Excel plug-in: http://goo.gl/fAkTm


#7
Entrance Point
Analysis
Where’s the Front Door?


Entrance Point Analysis
• Your website’s “front
door” is probably NOT
the main point of
entrance


Where Do People Enter?


Entrance Point Questions to Ask
• How porous is your site?
– Most traffic comes/goes from non-portal pages?
– Portal pages make up the majority entrance/exit
points?

• What is the impact on key metrics?


Entrance Point Impact on Key Metrics
• Custom Report showing landing page key
metrics


The Latest and
Greatest
What’s New in Google Analytics
that you should be using


Real-Time Reports


What can Real-Time do?


Remarketing Lists with GA Data
• MUST use this feature!!
• Enables creation of AdWords remarketing lists
based on Google Analytics data

• Details at
http://www.google.com/analytics/features/re
marketing.html


Remarketing Lists in GA


GA for Mobile
• You NEED to be measuring
your apps
– User Experience
– Marketing performance
– Engagement & value

• GA Mobile App reporting:
– Familiar interface, tuned
for mobile app data


Quick Poll
• Are you measuring mobile app?
– Not measuring my app
– Already using Google Analytics app tracking
– Using other free mobile analytics solution such as
Flurry
– Using other paid web/mobile analytics solution


Attribution Modeling
• Create multi-touch, multi-channel attribution
models to test value changes
• Example:
– Discount last “direct” visit
– What changes in value attribution across
marketing channels?

Note: Attribution Modeling is only
available in GA Premium Edition


Attribution Modeling


Un-sampled Data
• Download all your data
without sampling
• Get a clear (accurate)
picture of metrics
• Export large datasets for
data warehouse
integration

http://www.analyticspros.com/blog/google-
analytics/sampled-vs-unsampled-data/
Note: Unsampled Data is only
available in GA Premium Edition

More Premium-Only Features
• Enhanced advertising measurement
• More Custom Variables
• Faster, more up-to-date data
• 24x7 Support, SLA’s
• Resellers provide enhanced support, training,
and consulting services beyond the product


Why Think About Premium?
• Do potential gains
exceed the required
investment?
• Does your scale
require more data ”We didn’t realize how many answers
to our questions were already buried in
– 10mm+ hits/month our data until we partnered with
– 500k+ visits/month Analytics Pros to implement Google
Analytics Premium.”
• Do you need SLA
assurances & support? - EJ Kalafarski, VP of Product,
Onswipe
• More at
www.gopremium.biz


Google Tag Manager
• Marketing tag
management platform
• Increases marketing
agility
– Launch new tags in
minutes
• Full QA/Testing
built-in
• Google scale &
reliability

• http://www.google.com/tagmanager


3rd Party Apps for Data Analysis
• Vast ecosystem of apps
• Make faster, better use of GA

• Rules for a good app:
– Does something that GA itself doesn’t do well
– Directly hooks into GA data
– Deepens the analysis you can do on your data
– Enhances sharing of data


Report Shortcuts
• http://analytics.blogspot.com/2012/08/get-
to-your-data-faster-announcing.html


Android App for GA Reports
• http://analytics.blogspot.com/2012/06/data-
at-your-fingertips-announcing.html


Google Docs Integration
• http://analytics.blogspot.com/2012/08/autom
ate-google-analytics-reporting.html


Thanks
Questions?

Caleb Whitmore
@analyticspros

Bend WebCAM - Making Smarter Decisions with Google Analytics

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