1. Building your
business for digital
success
Fern Yit
Digital Strategy Director, Proximity Singapore

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Learning Objectives
▸ Understand analytics
▸ Business metrics that matters
▸ Identifying opportunities in numbers
▸ Cheatsheet

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House rules
▸ Slides would be provided after the talk. I will tweet it out.
Follow on Twitter - @fernyit
▸ Ask questions using the link above
▸ Help upvote useful questions to the top

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About me

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UXAnalytics

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UXAnalytics Why?
Who?
What?
When?
Where?
How?

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WE ARE
ALL LIARS

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Intuition Action
How people make decisions

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- "The hidden genius of Donald Rumsfeld"

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- "The hidden genius of Donald Rumsfeld"
⬅ Digital analytics

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How people make decisions
Intuition Action

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Collect Data
How people make decisions
ActionAnalyze Data
Measure

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Understanding Analytics

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How does it work?

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30 days expiry

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How did they come to
your site?

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Organic
search
Direct Referral
Paid search
Social Campaign

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Elements and what do
they represent?

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Sessions
Users Pageviews
Bounce rate

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Multiple
Sessions
1 User
Multiple
Pageviews
Bounce rate

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Sections in Google
Analytics

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Audience
Behaviour Conversions
Acquisition

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So, what can Google Analytics do?
How is your website performing?
Where does your users come from?
If you sell online, how did you perform day to day?
Where in the funnel did you lost customers?

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Business metrics that matters

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1. Business Goals
2. Setting up the funnel
3. Measure
4. Optimize

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Home page
Product page
Product detail
cart

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Which one matters more?
Pageviews
Users
Unique users
Video views
Click through rate
Bounce rates
Page per session
Duration
Completion

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Actionable metrics takes
more than 1 metric to
provide insights to make
better decisions

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Cost per acquisition
Goal completion rates
Revenue per visitor

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Home page
Product page
Product detail
cart
$2 CPC ad
10,000 visitors
$0 purchased

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Home page
Product page
Product detail
cart
$5 CPC ad
1000 visitors
$10 purchased per
visitor

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Identifying opportunities in
numbers

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Collect Data ActionAnalyze Data
Measure
● Hypothesis
● Run Test
● Optimize

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Home page
Product page
Product detail
cart
$2 CPC ad
10,000 visitors
$0 purchased

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Why didn't they buy?
Product sucks
Wrong audience
Bad design
Price too high
…

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Home page
Product page
Product detail
cart
10,000 visitors
5,000 visitors
2,000 visitors
0 visitor

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Home page
Product page
Product detail
cart
10,000 visitors
5,000 visitors
2,000 visitors
0 visitor

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Last click attribution
VS.
Multi-Channel Funnel

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?

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Know your competitions

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“If you know the enemy and know
yourself, you need not fear the
result of a hundred battles.”
― Sun Tzu, The Art of War

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Say hello to your 2 friends:

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SimilarWeb

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Moz.com open site explorer

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Cheatsheet: Working together
with your business

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Proposed setup
Wordpress
Website
Google Tag Manager
Google
Analytics
Facebook
tracking
pixel
AnalyticsTraffic Driver
Search console
Facebook
Mailchimp
Adwords

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Getting your business ready
Web analytics
▸ Google Analytics setup
▸ Webmaster tool search console
▸ Google Adwords
▸ Link all 3 above in Google Analytics
Social network:
▸ Facebook tracking pixel on website
Mailchimp

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Additional Reading

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Useful links
▸ https://www.google.com.sg/partners/
▸ https://analytics.google.com/analytics/web/
▸ https://www.google.com/analytics/tag-manager/
▸ https://support.google.com/analytics/answer/1033867?
hl=en#url_builder_form
▸ https://www.google.com/webmasters/tools/home?hl=en
▸ https://www.en.advertisercommunity.com/t5/Google-Analytics/ct-
p/Google_Analytics
▸ http://mailchimp.com/

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LASTLY...

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HYPOTHESIZE
TEST
MEASURE
REPEAT

60. Thank you

61. Q&A