Google Analytics is essentially your lifeline for your digital marketing efforts. If you have no visibility in how your users are using your website or mobile app, you will have no idea of how to make smart decisions in your business. With proper planning and clear objectives and strategies, you can gain powerful insight into what users demand. Having an clear understanding of the user allows you to position your marketing messages, design, etc. to drive the outcome you want. If it's to drive collection of emails and data, the fewest clicks to make a decision and buy or simply to drive more traffic and consistent recurring visits or app usage, Google Analytics can help you figure out what you need to do. In this presentation, which was delivered in front of a group of Hong Kong Business owners and freelancers, the goal was to give a foundation course within an hour to clearly understand core concepts and value that Google Analytics provides as a tool.

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Google Analytics – A Foundation
for Success
Your Host: Art Lee

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Our Sponsor

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Feedback + or -

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Why?
Encourages more people to join
Increases group’s network

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Direction of the Group
n Learn Something Valuable
n Promote Companies and Expertise
Build a
Strong Referral Network

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Google Analytics Value

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Root Cause of Failed Campaigns
Ø Lack of structured thinking
around a real purpose
Ø Lack of objectives set of
measures to identify
success or failure

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What Google Analytics Does
1
Collection
2
Processes
3
Configures
4
Reports

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Digital Analytics Defined
Improves customer
online experience to
DRIVEYour Desired
Outcome

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What activity can be tracked?
Ø Website
Ø Mobile website
Ø Mobile application
Ø Gaming console
Ø Any digitally connected device

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What would you track?
Purpose Measured
Content
Publishers
Frequent visits
Ecommerce Product Sales
Online Support Provide answers quickly
Lead Generation Contact submission form
Branding Engagement/Awareness

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What’s needed to collect
Ø Web: Java Script Code, tracks
Page Views
Ø Mobile:Tracks Activity
*Implementation different by device,
still tracks when not connected

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Skills Needed
Business Objectives &
Strategies to achieve
Understand analytics
Technical skills

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Formula to Success

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The PFR Formula for Success
Plan
Funnel
Reporting

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Why conversions
How can you improve if
you don’t know what’s
going on?

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Planning

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Build Measurement Plan
Avinash Kaushik
Google Analytics Evangelist

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Step 1
Write down your business
objectives – set broadest
parameters

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Step 2
Identify your key strategies and
tactics

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Step 3
Choose KPIs
(Key Performance Indicators)
Target 3, no more than 10.

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Step 4
Choose Target KPIs
Your parameters for success

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Key Performance Indicators
Avg page visits to a blog in the
fashion industry
Avg clicks it takes to complete
online purchase
Number of form captures
completd

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Step 5
Choose Segments
(people, behavior, outcomes)

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Example.

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Funnel

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What is a considered a
conversion?
Ø Micro conversions lead to a
Macro conversion (final
important action)
Ø Each micro tracked to see
value of whole journey

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Tracking a User Journey
Email
Signup
Watch
Video
Account
Signup
Purchase
Micro conversions Macro conversion

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Conversion Attribution
Ø Assigning credit for a conversion
Ø Search ad, Display ad, Social ad =
Sale
Ø Define an attribution for each
micro conversion to determine
worthiness of a channel

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For example
Customer visits website four times from
four channels before spending $100
Display
Ad
Social
Media
Email
Blog
Post

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Reporting

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Adding Context to Data
Context helps determine
good or bad performance
Types:
Internal/External

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Two Ways to add Context
Ø External data: benchmark
general industry trends/
standards. If your trends
match, it is general growth
Ø Internal historical trends to
benchmark and create KPIs

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Segmentation to understand
Aggregated
Aggregated view shows you everything
Analyzing segmentations
allow for deeper
understanding of what’s
happening

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Segmentation Types
Ø Date and time – see how users behavior
differs
Ø Device – track performance for
desktops, mobile, tablet
Ø Marketing Channels (email, vs twitter)
Ø Geography – country, city
Ø Customer – repeat vs. first time

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Want to learn more
Get Google Individual Qualified

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Questions?
Contact Art Lee at:
Facebook.com/artglee
@artstribe
hkLinkedin.com/in/artglee
artlee@internetmarketingcoach.hk
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