1. 3 Things to Do With Google Analytics
Google Analytics Konferenz, Wien, September 29th 2011
Clancy Childs
EMEA Manager, Google Analytics
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2. Web Analytics
http://f1me.net
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3. In the Beginning…
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4. What Came Next
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5. The Three Main Web Analytics Activities
Business Intelligence
• Executive Dashboards & Competitive Benchmarking
• Quarter on Quarter / Year on Year Comparisons
• General Health of the Online Business
Traffic Optimisation
• ROI Monitoring Across Campaigns
• Discovery of New Keywords
• Tie Conversions to Traffic Sources
Conversion Rate Improvement
• Identify Inefficient Parts of the Website
• Test Improvements to Help Usability
• Tune Messaging to Appeal to Customer Segments
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6. Business Intelligence
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7. My Definition
Actionable
Metrics
Business
Intelligence
Executive
Visibility
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8. Actionable Metrics
• Must align with your business objectives.
• An Ecommerce site should focus on sales rather than visitors.
• A good tech support site might have a high bounce rate!
• Must pass the “So What?” test.
• For a change to any metric, if you can’t answer “So what?” with a reason of how it
affects this business, then it is not a good metric.
• Must be able to be affected by the business.
• If a metric changes in the “wrong” direction, can you fix it?
• Should be refreshed frequently.
• Your business changes, so should your measurements.
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9. Executive Visibility
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10. How Big Should Our Dashboard Be?
7±2
Fit on a single computer screen with no scrolling
A single page of A4 paper
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11. Dashboard Delivery in Google Analytics
Google Analytics Export API
Etc.
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12. Traffic Optimisation
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13. Traffic Optimisation
Quantity
&
Quality
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14. Intelligent Search Advertising
 Hold your campaigns and keywords accountable
 Calculate Return on Investment / Return on Ad Spend
 Instead of budgeting, managing advertising to a Cost Per Acquistion target
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15. Intelligent Search Advertising
 Identify converting organic keywords with low visits
 Learn what your users are searching for on your site
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16. Organic Search
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17. Social Engagement
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18. But we are only looking at a small part of the story!
Most marketers today
rely on 3-5 marketing
touches per campaign
Source: InfoTrends, October 2010 Google Confidential and Proprietary 18

19. Multi-Channel Funnels
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20. The Anatomy of a Conversion
Last
Interaction
Time Lag
Overall Path
(Time to Convert)
Length: 4
Assist
Interactions
First
Interaction
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21. Conversion Rate Improvement
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22. The Components of Conversion Rate Improvement
Tried
&
tested
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23. How Do You Decide on Site Design?
The HiPPO:
Highest
Paid
Person’s
Opinion
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24. Using the Scientific Method
5. Implement
and Refine 1. Analyse Data
4. Run a Test 2. Identify Problems
3. Build a
Hypothesis
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25. Success Story: Cottages4You Checkout Process
Resulted in a 21% increase in users going on to the next stage of checkout.
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26. Recap
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27. The Three Main Web Analytics Activities
Business Intelligence
• Executive Dashboards & Competive Benchmarking
• Quarter on Quarter / Year on Year Comparisons
• General Health of the Online Business
Traffic Optimisation
• ROI Monitoring Across Campaigns
• Discovery of New Keywords
• Tie Conversions to Traffic Sources
Conversion Rate Improvement
• Identify Inefficient Parts of the Website
• Test Improvements to Help Usability
• Tune Messaging to Appeal to Customer Segments
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28. Where to Get Help
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29. Danke!
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