1. Analytics Driver’s Ed
August 20, 2010

3. Part I
• Why collect website data?
• Why choose Google Analytics?
• What do I do with all this data?
• What are the limitations of Google
Analytics?

4. Analytics programs collect data and
make it pretty

5. Google Analytics Advantages:
Free Flexible
Hosted Standard
Reliable Comprehensive

6. Successful Analytics
Step 1: Onsite Coding
Step 2: Settings & Report
Configuration
Step 3: Reporting Process
Creation & Commitment

7. Successful Analytics
Step 1: Onsite Coding
Step 2: Settings & Report
Configuration
Step 3: Reporting Process
Creation & Commitment

8. What Data Is Useful?
E-Commerce: Sales
Lead-Gen: Leads
Publisher: Ads

9. Now what?
Explore
Answer
Questions
Test

10. Who is your audience?
Explore: Aimless but -Location and Language
-New or Returning Visitors
Enlightening -Visitor Loyalty and Trending
How do they find you?
-Direct Traffic
-Paid and Organic Search
-Referral Sites
How do they use your site?
-Highly viewed pages
-Landing & exit pages
-Navigation patterns
Are they doing what you want?
-Goal tracking

11. Answer Questions: Internal Investments:
-How effective is that new white-paper
Targeted but Reactive at driving leads?
-Are people watching our new video?
External Investments:
-What is the ROI on our spring display
campaign?
-How is our Yahoo campaign performing
compared to Google?
Opportunities:
-Are people searching for products we
don’t sell but should?
-Do we have enough European traffic to
justify a local sales team?

12. On-Site:
Test: Defined & Proactive -Layout
-Images & Multimedia
-Page copy
-Forms
Off-Site:
-Display Creatives
-Email Newsletters
-Special Offers
Company-Wide:
-Color scheme
-Company voice (active v. passive, “I” v.
“We”)

13. “Analyzing data in aggregate is a crime
against humanity.”
-Avinash Kaushik

14. Analytics Limitations
Imperfect Data:
-1-pageview visits
Demographic Data:
-Cleared cookies
-Gender
-No data reprocessing
-Household Income
-Age
-Company (usually)
Page-level analytics:
-Click patterns
-Mouse-over heat
maps
Personally-Identifiable Information:
-Form drop-outs -IP address
-Google account information

15. On-Page Analytics

16. On-Page Analytics
ClickTale:
Attention Wizard:
-Click tracking Crazy Egg:
-Computer generated
-Mouseover Map -Click tracking
attention heat maps
-Form funnels -Mouseover Map
-Works on mock-ups
-Session recording -Starting at
-Free & Pro Models
-Starting at $9/month
(up to $40/map)
$99/month

17. Questions?

18. Part II
• How does Google Analytics collect data and
why does it matter?
• How do I navigate through the reports?

19. Analytics Sets Cookies

20. Real Cookies

21. Analytics Reads URL Parameters
http:// analytics . google . com / support ? utm_medium=cpc
subdomain
domain
extension / top level domain
directory
parameter

22. Traffic Source Parameters
Query Parameter:
q=buy+flowers

23. Landing Page Tracking
Parameters
Tracking Parameter:
utm_medium=CPC
ut_campaign=Flower-General

24. Live Walk-Through
Megan Zlatos
Pure Visibility
Mzlatos@purevisibility.com
@MeganZlatos

25. Questions?
Megan Zlatos
Pure Visibility
Mzlatos@purevisibility.com
@MeganZlatos
Bit.ly/DriversEdSurvey