1. Opportunities in Numbers
Swimming through the primordial soup of data
Beth Liebert
Google Analytics Product Manager
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2. 2005
Google Analytics Master Class 2010 #gamc

3. 2005
Google Analytics Master Class 2010 #gamc

4. 2010
Google Analytics Master Class 2010 #gamc

5. The Web Analytics Challenge
Questions & Numbers: Yes
Answers & Insights : No
Google Analytics Master Class 2010 #gamc

6. Data Rich, Information Poor
Campaign Tagging Cost Data Link
Daily Visitors Organic traffic
Content by title
Visitor Loyalty Time on Site Domains
Regex Filters Account Mangemen
Launguage
Browser and Platform Multiple Variables
SiteCPC Clicks
User Defined
Java Enabled Overlay Keywords
% Returning
GoalSite ComparisonPath
Visitors
1
Reverse Goal
Benchmarking
Depth of Visit Content Drilldown Motion Charts
Pages/Visit Advanced Segments
Funnel Visualization
Browser and Platform Multiple Varia
Map Overlay Dashboard Java Enabled Site Overlay
Annotations ROI
Mobile traffic Custom Reports Goal
Tracking Date ComparisonTracking Reverse Goal Path
Pages/Visit
Event Tracking Source/Medium
Referrers Pie Charts Advanced Segments
Custom Reports Source/Medium
Pivot Tables Operating System
Google Analytics Master Class 2010 #gamc

7. Data Rich, Information Poor
Goal 1
Google Analytics Master Class 2010 #gamc

8. Defining Goals: How do you measure success?
Primary Goals
E-Commerce Non-Profit
Completed orders Visits with donations
Content Sharing Blog
Visits with uploads Feed subscribers
Google Analytics Master Class 2010 #gamc

9. Google Analytics Master Class 2010 #gamc

10. Primary Goals + Your Opportunity
Primary goal
How do you measure success here?
conversions
Google Analytics Master Class 2010 #gamc

11. Different Visits, Different Purposes
% completed
orders
bounced
abandoned
checkout Why?
support
account Were users able to find
signup the right contact info?
product
What influenced users to
research signup for accounts?
Are users engaged with the content?
Google Analytics Master Class 2010 #gamc

12. How do you measure success?
Primary & Secondary Conversions
E-Commerce Non-Profit
Completed orders Visits with donation
+ product research + volunteer signups
+ account signups + brochure downloads
+ calls to support + visits to events pages
Content Sharing Blog
Visits with uploads Feed subscribers
+ premium signups + visits with comment
+ pages / visit + ad clicks
+ referrals from twitter + uplift in clicks to main site
Google Analytics Master Class 2010 #gamc

13. Optimize secondary goals to drive
primary conversions
Google Analytics Master Class 2010 #gamc

14. Screenshot: Google Store site
Google Analytics Master Class 2010 #gamc

15. How can I measure goals using Google Analytics?
E-Commerce
Completed orders
+ product research
+ account signups
+ clicks to support
Google Analytics Master Class 2010 #gamc

16. Setting Goals in Google Analytics
Edit Profile > Goals
Google Analytics Master Class 2010 #gamc

17. Different Goal Types in Google Analytics
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18. Engagement Goals: Users visiting >4 pages
4
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19. What does it mean?
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20. Context turns data into opportunities
Google Analytics Master Class 2010 #gamc

21. What does it mean?
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22. Context gives data meaning
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23. Context: Your Competition
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24. Context: Your Competition
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25. Now I know where to dig deeper
Goal: “Visited > 4 pages”
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26. Ah-ha!
Most visits never get
past the first page!
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27. Show me the biggest opportunities for improvement
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28. Once you’ve pinpointed the problem,
dig deeper with segments
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29. Dig Deeper & Segment
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30. This page doesn’t seem so bad, right?
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31. Overall traffic only answers overall questions
EL PF UL
NO TH
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32. Dig Deeper: Create a segment
High Bounce Rate: Search Page
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33. Dig Deeper: Create a segment
High Bounce Rate: Search Page
High Bounce Rate: Search Page
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34. Segment applied: BAM!
Nearly all the bouncing
visits to the search page
are from blogger!
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35. Is this what bloggers are looking for?
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36. Target that landing page to your segment
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37. The evolution of analysis
Am I selling stuff?
How many users visit more than 4 pages?
How does that compare to last month? To my competition?
Which landing pages should I focus on improving first?
Response: Target my landing page to bloggers
Google Analytics Master Class 2010 #gamc

38. Analyst -> Activist
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39. Nothing persuades like good data
Google Analytics Master Class 2010 #gamc

40. Thank You!
www.google.com.my/analytics
www.google.com.sg/analytics
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