Google Analytics talk at Measurement.ie, Feb 15th 2012

1. Google analytics
@laurenceveale

2. The practice of measuring,
collecting, analysing, and
reporting on internet data to
understand how a site is used and
how to optimise its usage.
The customer is
speaking to you, are
you listening?

3. The practice of measuring,
collecting, analysing, and
reporting on internet data to
understand how a site is used and
how to optimise its usage.
The customer is
speaking to you, are
you listening?

4. Better understand our users.
Make decisions based on data, not
hunches.
Improve conversions and sales.

5. Standard
reports

6. Standard
reports

7. Way too much data.

8. Gone fishing?

9. or diving?

10. Step out of analytics
What’s our purpose (business objectives)?
Generate online sales of €1million
Maximise lifetime customer value
Create leads
Reduce costs through self service
Brand engagement*
* I’ve no idea what this last one means

11. Step out of analytics
What’s our purpose (business objectives)?
Generate online sales of €1million
Maximise lifetime customer value
Create leads
Reduce costs through self service
Brand engagement*
* I’ve no idea what this last one means

12. Objectives, KPIs, Metrics
Generate online sales of €1million

13. Objectives, KPIs, Metrics
Generate online sales of €1million
Monthly online sales of €83,000

14. Objectives, KPIs, Metrics
Generate online sales of €1million
Monthly online sales of €83,000
Transactions, average order value,
conversion rate, visits & more

15. We do this because it gets
us to focus on the things
that matter most.

16. A funnel

17. A funnel
goal

18. A funnel
a step
another step
and another step
goal

22. “branded” keywords Visited from mobile
From SOCIAL MEDIA Spent more than €150

23. End-to-end model
Acquire Behave Convert
Where are we spending WhAT are visitors doing Are they
time & NOT DOING? converting?
& money?

24. Acquire Behaviour Outcomes
Outcomes

25. Should we invest in
mobile?

27. Who Behaviour Outcomes

28. Who Behaviour Outcomes
16% 9%

29. insight.

30. 1
1869

31. 2012
Conversions > Goals > Goal flow

32. Conversions > Multichannel funnels

33. Analytics is only the start
of the journey...

35. The best online survey ever?
KissInsights.com

36. Key takeaways
•Focus on objectives
•Customise & segment
•Visualise
•Don’t just report, take action

37. thanks!

38. Tag everything
?utm_campaign=Analytics_Awareness
&utm_medium=banner
&utm_source=boards.ie

40. onClick="javascript:
pageTracker._trackPageview('/
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feature-[feature clicked]');"

43. Offline to online