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THINK Digital ForumKitt Gilbert ScottEMEA Manager, Google Analytics Premium

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Building an Analytics Strategy

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Defining a measurement plan

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Business Objectives

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Strategies

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KPI's

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Segments

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Targets

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Using Analytics tools to help

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Analytics Strategy Framework ● What is your organisation trying to achieve?

● Why do you have a website?

● How do they get to your site?

● Who is your audience?

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Site Goals● What is it that you hope your site visitors will do?● How does it connect to your organisation's objectives?● Can be small or large● Can be an action or a behaviour

○ Purchase tickets○ Sign up to a newsletter○ Indicate that they will be visiting the museum○ Make a donation○ View a collection of photos○ Anything else?

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Goals and Goal Funnels● What are Goals?

● Who has Goals?

● Who needs Goals?

● How to implement Goals

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Event Tracking● Pageviews vs. Event Tracking

● Who has event tracking implemented?

● What is an event?

● Who needs event tracking?

● How to implement event tracking

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Traffic Sources● How do people find your site?● What offline and online marketing do you have?● How do these connect to your site goals and audience

segments?● Some examples:

○ Email newsletter○ Poster in the Tube○ Search Engines○ Hand-outs○ Local tourism web sites○ Anything else?

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Campaign Tagging● What is Campaign Tagging?

● Who has Campaign Tagging?

● Who needs Campaign Tagging?

● How to implement Campaign Tagging?

● A special note about AdWords

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Audience Segments● What are the different personas that visit your site?● How are they associated with your site goals?● Can be defined by behaviour or demographics● Some examples:

○ Tourists who might come to visit○ Locals that are interested in events○ Researchers and Students○ Members○ Your Co-workers○ Anything else?

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Custom Variables● Who has Custom Variables implemented?

● What are Custom Variables?

● What can they be used for?

● Who needs Custom Variables?

● How to implement Custom Variables

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Advanced Segments● What are Advanced Segments?

● Who has Advanced Segments?

● Who needs Advanced Segments?

● How to implement Advanced Segments

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Collecting the Data

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Tagging: CollectionA Brief Overview of How Google Analytics Works

Can you find your Google Analytics tag on your pages?

What does it look like?

What is it doing?

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TroubleshootingFinding bad data:

● Self-Referrals

● Direct Traffic

● Internal Traffic

● Un-Tagged Campaigns

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Questions?

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Thank You!