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Understanding Your Customers 
Through Google Analytics 
1 @Moz @AlysonMurphy
2 
Okay, so… Let’s look at our customers in 
Google Analytics 
#DEast14 @AlysonMurphy
THAT’S A LOT OF REPORTS! 
3 #DEast14 @AlysonMurphy 
bit.ly/photo-source-wow
Alyson, I’ve got this. 
4 #DEast14 @AlysonMurphy
5 
The New vs Returning Report 
50% New 
50% Repeat 
#DEast14 @AlysonMurphy 
Lower Bounce 
Rate for 
Returning
That’s cool. 
But so what? 
6 #DEast14 @AlysonMurphy 
bit.ly/photo-source-tiger
You can describe the basics 
with the basic reports, 
but let’s make it actionable! 
7 #DEast14 @AlysonMurphy
8 #DEast14 @AlysonMurphy
Let’s back up a step 
9 #DEast14 @AlysonMurphy
To understand your customers, 
You must first understand yourself. 
10 #DEast14 @AlysonMurphy
Let’s map out your 
objectives 
11 #DEast14 @AlysonMurphy
Why does your company exist? 
12 #DEast14 @AlysonMurphy
13 
At Moz, we create software to help 
companies get visibility on the internet. 
#DEast14 @AlysonMurphy
We want our customers 
to use our tools successfully… 
But how do they get there? 
14 #DEast14 @AlysonMurphy
15 
Primary Goals for our Customers 
#DEast14 @AlysonMurphy
16 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#D...
17 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#D...
1 
18 #DEast14 @AlysonMurphy 
2
19 #DEast14 @AlysonMurphy
1 
2 
3 
20 #DEast14 @AlysonMurphy
21 #DEast14 @AlysonMurphy 
bit.ly/ 
RegEx-helper 
1 
2 
3
22 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#D...
1 
2 
3 
4 
5 
23 #DEast14 @AlysonMurphy
24 #DEast14 @AlysonMurphy 
bit.ly/ 
funnel-problems
Now let’s make this actionable. 
25 #DEast14 @AlysonMurphy
Segment 
Segment 
Segment 
26 #DEast14 @AlysonMurphy
Bad News 
Can’t Directly 
Segment the Funnel 
27 #DEast14 @AlysonMurphy
Good News 
We can still get an 
actionable report 
28 #DEast14 @AlysonMurphy
29 
Segment on Marketing Campaign 
1. Go to the Campaigns report. 
2. Build segments. 
3. Build report in Google Spreadshe...
30 
Segment Design 
Got to Product Pg Got to Product Pg, 
Got to Checkout 
#DEast14 @AlysonMurphy 
Not further 
Got to Che...
31 
Segment Design 
1 2 3 4 5 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#D...
32 
Segment Design 
1 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#DEast14 @...
1 
2 
3 
33 #DEast14 @AlysonMurphy
1 
34 #DEast14 @AlysonMurphy
1 
2 
3 
4 
35 #DEast14 @AlysonMurphy
2 1 
36 #DEast14 @AlysonMurphy
37 
Segment Design 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#DEast14 @Aly...
Pro-tip 
Cheat! 
Copy and alter segments 
38 #DEast14 @AlysonMurphy
1 
39 #DEast14 @AlysonMurphy 
2 
3
1 
2 
Rename 
Get rid of 
this step 
40 #DEast14 @AlysonMurphy
41 #DEast14 @AlysonMurphy
42 
Segment Design 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
4 
Got to 
Checkout, 
Not further 
#DEast14 @...
Repeat the Cheat! 
Copy and alter the segment 
43 #DEast14 @AlysonMurphy
1 
2 
3 
44 #DEast14 @AlysonMurphy
Whew! 
That was a lot of segments. 
45 #DEast14 @AlysonMurphy
Now let’s look at the report 
46 #DEast14 @AlysonMurphy
1 
47 #DEast14 @AlysonMurphy 
bit.ly/ 
utm-codes
If you are going to look at it once, 
Pull those numbers into Excel. 
48 #DEast14 @AlysonMurphy
If you want to report over time, 
That’s a big pain. 
49 #DEast14 @AlysonMurphy
Good News 
There is a Google 
Spreadsheet add-on 
50 #DEast14 @AlysonMurphy
51 
Google Spreadsheet Add-on 
1. Go to bit.ly/ga-addon 
2. Install the Add-on 
3. Grant permissions 
#DEast14 @AlysonMurp...
52 
Google Spreadsheet Add-on 
4. Go to drive.google.com 
5. Create a new spreadsheet 
1 
2 
#DEast14 @AlysonMurphy
53 
Google Spreadsheet Add-on 
6. Go to Add-on Menu 
7. Create new report 
#DEast14 @AlysonMurphy 
1 
2
54 
Google Spreadsheet Add-on 
8. Name your report 
9. Select account info 
#DEast14 @AlysonMurphy
55 
Google Spreadsheet Add-on 
10. Select metrics 
#DEast14 @AlysonMurphy
56 
Google Spreadsheet Add-on 
1 Add dates 
2 Change XX 
#DEast14 @AlysonMurphy 
to Goal # 
(18)
57 
Google Spreadsheet Add-on 
IS 
FOLLOWED 
BY 
#DEast14 @AlysonMurphy 
bit.ly/ga-segments-1 
bit.ly/ga-segments-2
Rinse and repeat 
with your other segments 
58 #DEast14 @AlysonMurphy
59 
Example Report 
#DEast14 @AlysonMurphy
60 
Example Report 
#DEast14 @AlysonMurphy 
Why so low? 
- Not trying to 
sell with email 
Why so different? 
- Need to im...
Rinse and repeat 
with other 
segments types 
61 #DEast14 @AlysonMurphy 
bit.ly/photo-source-dog-pool
Rinse and repeat 
with other 
business objectives 
62 #DEast14 @AlysonMurphy
GET TO KNOW 
YOUR 
CUSTOMERS 
63 #DEast14 @AlysonMurphy
bit.ly/deast14-am 
64 @AlysonMurphy
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Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

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There’s a lot to sift through in Google Analytics in the quest to understand your customer. Alyson Murphy will walk you through which reports and configurations can help you understand your potential customers’ intent when they reach your site and how they move through the purchase funnel. With this knowledge you should be able to know which areas of your site to focus on for optimization.

Veröffentlicht in: Marketing
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Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

  1. 1. Understanding Your Customers Through Google Analytics 1 @Moz @AlysonMurphy
  2. 2. 2 Okay, so… Let’s look at our customers in Google Analytics #DEast14 @AlysonMurphy
  3. 3. THAT’S A LOT OF REPORTS! 3 #DEast14 @AlysonMurphy bit.ly/photo-source-wow
  4. 4. Alyson, I’ve got this. 4 #DEast14 @AlysonMurphy
  5. 5. 5 The New vs Returning Report 50% New 50% Repeat #DEast14 @AlysonMurphy Lower Bounce Rate for Returning
  6. 6. That’s cool. But so what? 6 #DEast14 @AlysonMurphy bit.ly/photo-source-tiger
  7. 7. You can describe the basics with the basic reports, but let’s make it actionable! 7 #DEast14 @AlysonMurphy
  8. 8. 8 #DEast14 @AlysonMurphy
  9. 9. Let’s back up a step 9 #DEast14 @AlysonMurphy
  10. 10. To understand your customers, You must first understand yourself. 10 #DEast14 @AlysonMurphy
  11. 11. Let’s map out your objectives 11 #DEast14 @AlysonMurphy
  12. 12. Why does your company exist? 12 #DEast14 @AlysonMurphy
  13. 13. 13 At Moz, we create software to help companies get visibility on the internet. #DEast14 @AlysonMurphy
  14. 14. We want our customers to use our tools successfully… But how do they get there? 14 #DEast14 @AlysonMurphy
  15. 15. 15 Primary Goals for our Customers #DEast14 @AlysonMurphy
  16. 16. 16 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  17. 17. 17 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  18. 18. 1 18 #DEast14 @AlysonMurphy 2
  19. 19. 19 #DEast14 @AlysonMurphy
  20. 20. 1 2 3 20 #DEast14 @AlysonMurphy
  21. 21. 21 #DEast14 @AlysonMurphy bit.ly/ RegEx-helper 1 2 3
  22. 22. 22 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  23. 23. 1 2 3 4 5 23 #DEast14 @AlysonMurphy
  24. 24. 24 #DEast14 @AlysonMurphy bit.ly/ funnel-problems
  25. 25. Now let’s make this actionable. 25 #DEast14 @AlysonMurphy
  26. 26. Segment Segment Segment 26 #DEast14 @AlysonMurphy
  27. 27. Bad News Can’t Directly Segment the Funnel 27 #DEast14 @AlysonMurphy
  28. 28. Good News We can still get an actionable report 28 #DEast14 @AlysonMurphy
  29. 29. 29 Segment on Marketing Campaign 1. Go to the Campaigns report. 2. Build segments. 3. Build report in Google Spreadsheet. #DEast14 @AlysonMurphy
  30. 30. 30 Segment Design Got to Product Pg Got to Product Pg, Got to Checkout #DEast14 @AlysonMurphy Not further Got to Checkout, Not further Made it all the way
  31. 31. 31 Segment Design 1 2 3 4 5 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + + + + + Checkout Page + + + - Free Trial Sign Up + - -
  32. 32. 32 Segment Design 1 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up +
  33. 33. 1 2 3 33 #DEast14 @AlysonMurphy
  34. 34. 1 34 #DEast14 @AlysonMurphy
  35. 35. 1 2 3 4 35 #DEast14 @AlysonMurphy
  36. 36. 2 1 36 #DEast14 @AlysonMurphy
  37. 37. 37 Segment Design Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up 2
  38. 38. Pro-tip Cheat! Copy and alter segments 38 #DEast14 @AlysonMurphy
  39. 39. 1 39 #DEast14 @AlysonMurphy 2 3
  40. 40. 1 2 Rename Get rid of this step 40 #DEast14 @AlysonMurphy
  41. 41. 41 #DEast14 @AlysonMurphy
  42. 42. 42 Segment Design Got all the way Got to Checkout Got to Product Pg 4 Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up -
  43. 43. Repeat the Cheat! Copy and alter the segment 43 #DEast14 @AlysonMurphy
  44. 44. 1 2 3 44 #DEast14 @AlysonMurphy
  45. 45. Whew! That was a lot of segments. 45 #DEast14 @AlysonMurphy
  46. 46. Now let’s look at the report 46 #DEast14 @AlysonMurphy
  47. 47. 1 47 #DEast14 @AlysonMurphy bit.ly/ utm-codes
  48. 48. If you are going to look at it once, Pull those numbers into Excel. 48 #DEast14 @AlysonMurphy
  49. 49. If you want to report over time, That’s a big pain. 49 #DEast14 @AlysonMurphy
  50. 50. Good News There is a Google Spreadsheet add-on 50 #DEast14 @AlysonMurphy
  51. 51. 51 Google Spreadsheet Add-on 1. Go to bit.ly/ga-addon 2. Install the Add-on 3. Grant permissions #DEast14 @AlysonMurphy
  52. 52. 52 Google Spreadsheet Add-on 4. Go to drive.google.com 5. Create a new spreadsheet 1 2 #DEast14 @AlysonMurphy
  53. 53. 53 Google Spreadsheet Add-on 6. Go to Add-on Menu 7. Create new report #DEast14 @AlysonMurphy 1 2
  54. 54. 54 Google Spreadsheet Add-on 8. Name your report 9. Select account info #DEast14 @AlysonMurphy
  55. 55. 55 Google Spreadsheet Add-on 10. Select metrics #DEast14 @AlysonMurphy
  56. 56. 56 Google Spreadsheet Add-on 1 Add dates 2 Change XX #DEast14 @AlysonMurphy to Goal # (18)
  57. 57. 57 Google Spreadsheet Add-on IS FOLLOWED BY #DEast14 @AlysonMurphy bit.ly/ga-segments-1 bit.ly/ga-segments-2
  58. 58. Rinse and repeat with your other segments 58 #DEast14 @AlysonMurphy
  59. 59. 59 Example Report #DEast14 @AlysonMurphy
  60. 60. 60 Example Report #DEast14 @AlysonMurphy Why so low? - Not trying to sell with email Why so different? - Need to improve Landing Pages
  61. 61. Rinse and repeat with other segments types 61 #DEast14 @AlysonMurphy bit.ly/photo-source-dog-pool
  62. 62. Rinse and repeat with other business objectives 62 #DEast14 @AlysonMurphy
  63. 63. GET TO KNOW YOUR CUSTOMERS 63 #DEast14 @AlysonMurphy
  64. 64. bit.ly/deast14-am 64 @AlysonMurphy

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