Google Analytics can provide business insights... for free.

1. ANALYTICS
…and what they can do for us
BIG
DATA
FOR THE REST OF
US Analytics can provide business
Google
insights, not just SEO insights.

2. About Us
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
continents.
WWW.HADENINTERACTIVE.CO
M
Haden Interactive
Address: 1337 E. Ash, Fayetteville, AR
Phone: 479.966.9761
Email: info@hadeninteractive.com
02

3. Our Team
Meet us at
www.hadeninteractive.com
John Doe
06

4. Say thanks to our sponsors!

5. Big Data
A corpus of data too big to handle with low-tech tools.
•20th Century:
Big companies had access to Big Data.
•21st Century:
We all have access to Big Data.
…sort of.

6. We have relatively
greater access
Crowdsource
Extrapolate from large
questions and
public data sets to our
tolerate low
own population.
accuracy.
Pay for relevant data
sets and reports.
$499…$45,000
05

7. An Alternative: Google Analytics
Big data collection and
analysis tool with the power
to It’s free. business insights.
provide
•
• It captures and analyzes your data.
• It shows more than just web traffic.
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8. Example #1: A CPG Manufacturer
Web traffic increases, but sales
don’t.
What’s up?
• Identify a signal of intent to buy.
• Measure increase in that signal.
• Discover that only 35% of visitors have
access.
• This is a distribution, not a marketing
issue.

9. Example #2: B2B E-Commerce
Looks like bing brings big
spenders.
Should we optimize for bing?
• Bing visitors don’t have a higher
conversion rate and they’re
searching for the company name.
• We’re seeing a different pattern.
• Visits from corporate centers
followed by same-city purchases.
• Develop partnership with the
corporation.

10. Are we theorizing beyond the facts?

11. Example #3: Thought Leader
Are we influencing people, or
just getting traffic?
How do we know?
Who’s visited?
Executive office of the president:
Visits: 17
Unique Visitors: 12
Pageviews: 77
Senate.gov:
Visits: 29
Unique Visitors: 23
Pageviews: 139
House.gov
Visits: 336
Unique Visitors: 70
Pageviews: 1,939
We can say confidently: this is not typical.

12. Avoiding the Memorial Day Fallacy
News shows always report the
number of auto accidents over
Memorial Day weekend…
But how many auto accidents are there
on an average weekend?
You need enough data to know what’s
average and what’s awesome.

13. The other part of the problem: what do we do with
the data?

14. “What clients really want to see…”

15. How do we find actionable data?
You have to capture the data in order to
be able to use it. No going back in
time.
Use your business goals to plan your
analytics configuration.
•Brand awareness?
•Thought leadership?
•Sales?
•Market research?
•Leads?
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16. Once you identify a goal…
• Identify a customer behavior.
• Identify an online action that
shows the behavior or a sign of
intention.
• Make sure your website offers a
way to track the behavior:
•
•
•
A URL visited
A length of time on site.
An item downloaded.
• Set up a goal in Google Analytics.

17. Set up a goal in Google Analytics

18. Describe your goal

19. Add goal details and create goal

20. Segments

21. Set up a segment

22. Then what?
Once we understand consumer
behavior, we should respond to the
insights.
•Make changes at the website to
encourage the behaviors we want to
increase.
•Fix areas of confusion or
abandonment.
•Use what we learn about visitor
acquisition to make the best
allocation of resources.
Continue to monitor and respond,
because things change.

23. Google tools that give us insights beyond our own
sites

24. Google Webmaster Tools

25. Ngram Viewer

26. Google Trends

27. Thank you for your attention !
@REBECCAHADEN
REBECCA@HADENINTERACTIVE.C
OM
WWW.HADENINTERACTIVE.COM