Post on 15-May-2015
description
Kyle JamesKyle Jamesjameskm03@gmail.comjameskm03@gmail.com
doteduguru.com doteduguru.com
Points to CoverPoints to Cover
• Building the ArgumentBuilding the Argument• Key Performance Indicators (KPI)Key Performance Indicators (KPI)• Understanding Key TerminologyUnderstanding Key Terminology• All Things Google AnalyticsAll Things Google Analytics• Additional AnalyticsAdditional Analytics• 4 Rules of Analytics4 Rules of Analytics
If a tree falls in a forest and noone is around to hear it, does it
make a sound?
Are you listeningAre you listeningto what your to what your
visitors tell you?visitors tell you?
??How are you How are you making web making web decisions?decisions?
What is the What is the purpose of our purpose of our
website?website?
Alfred SloanAlfred Sloan on a on a
Professional Professional ManagerManager
What is What is Important?Important?
Understanding Analytics Terms
Understood TermsUnderstood Terms
•VisitsVisits•Pages/VisitPages/Visit•Absolute Unique VisitsAbsolute Unique Visits•% New Visits% New Visits•Traffic SourceTraffic Source•Landing PageLanding Page
Misunderstood TermsMisunderstood Terms
•PageviewsPageviews•Avg. Time on SiteAvg. Time on Site•Bounce RateBounce Rate•Exit RateExit Rate•Traffic TypesTraffic Types
PageviewsPageviews
For more Info:For more Info:doteduguru.com/stamats/pageviewsdoteduguru.com/stamats/pageviews
Avg. Time on SiteAvg. Time on Site
Bounce RateBounce RateExit RateExit Rate
Bounce RateBounce Rate Exit RateExit Rate
* a Bounce is always an Exit, but an Exit is not always a Bounce* a Bounce is always an Exit, but an Exit is not always a Bounce
Traffic TypesTraffic Types
BenchmarkingBenchmarking
edurank.nucloud.comedurank.nucloud.com
Website GraderWebsite Grader
For more Info:For more Info:doteduguru.com/stamats/graderdoteduguru.com/stamats/grader
BenchmarkingBenchmarkingGoogle AnalyticsGoogle Analytics
Society -> Education -> Colleges & UniversitiesSociety -> Education -> Colleges & Universities
Types of Clickstream DataTypes of Clickstream Data
• Web LogsWeb Logs• Web BeaconsWeb Beacons• Packet SniffingPacket Sniffing• JavaScript TagsJavaScript Tags
For more Info:For more Info:doteduguru.com/stamats/datatypesdoteduguru.com/stamats/datatypes
Choosing an Analytics PackageChoosing an Analytics Package
For more Info:For more Info:doteduguru.com/stamats/comparedoteduguru.com/stamats/compare
10/90 Rule10/90 Rule
Google Analytics?Google Analytics?
Installing Google AnalyticsInstalling Google Analytics
For more Info:For more Info:doteduguru.com/stamats/gabasicsdoteduguru.com/stamats/gabasics
Installing Google AnalyticsInstalling Google Analytics
For more Info:For more Info:doteduguru.com/stamats/codecheckdoteduguru.com/stamats/codecheck
SiteScanhttphttp://www.sitescanga.com/
SiteScanhttphttp://www.sitescanga.com/
WASPWASPhttp://wasp.immeria.net/http://wasp.immeria.net/
Data Overload?Data Overload?
•SegmentSegment•FilterFilter
Google Google Analytics Analytics
ProfileProfile
• Up to 100 ProfilesUp to 100 Profiles
• with www or withoutwith www or without
• Setup Default pageSetup Default page
• Exclude URL QueryExclude URL Query
• Setup Site SearchSetup Site Search
Google Analytics ProfileGoogle Analytics Profile
For more Info:For more Info:doteduguru.com/stamats/gabasicsdoteduguru.com/stamats/gabasics
Standardizing DataStandardizing Data
What’s wrong with this picture?
Standardizing DataStandardizing Data
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Standardizing DataStandardizing Data
For more Info on URL Canonicalization:For more Info on URL Canonicalization:doteduguru.com/stamats/wwwdoteduguru.com/stamats/www
www.wofford.eduwww.wofford.eduoror
wofford.eduwofford.edu
FilterFilterBecause you don’t Because you don’t
always want always want everythingeverything
Sub-domain Traffic FilterSub-domain Traffic Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Including All Domains Traffic FilterIncluding All Domains Traffic Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Exclude IP Traffic FilterExclude IP Traffic Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Directory FilterDirectory Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Country FilterCountry Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Full Referral URL FilterFull Referral URL Filter
For more Info:For more Info:doteduguru.com/stamats/filtersdoteduguru.com/stamats/filters
Tracking and Tracking and TaggingTagging
Destination URL TaggingDestination URL Tagging
For more Info:For more Info:doteduguru.com/stamats/urlbuilderdoteduguru.com/stamats/urlbuilder
http://doteduguru.com/id753-free-destination-url-builder.html?utm_source=stamats&utm_medium=presentation&utm_campaign=conference
Tracking LinksTracking Links
For more Info:For more Info:doteduguru.com/stamats/taggingdoteduguru.com/stamats/tagging
Tagging Audience SegmentsTagging Audience Segments
For more Info:For more Info:doteduguru.com/stamats/taggingdoteduguru.com/stamats/tagging
ReportsReports
Site Search ReportSite Search Report
For more Info:For more Info:doteduguru.com/stamats/sitesearchdoteduguru.com/stamats/sitesearch
Keyword ReportKeyword Report
Content by Title ReportContent by Title Report
Referring Sites ReportReferring Sites Report
404 Error Page Report404 Error Page Report
For more Info:For more Info:doteduguru.com/stamats/404doteduguru.com/stamats/404
Wait…Wait…There’s moreThere’s more
Offline CampaignsOffline Campaigns
For more Info:For more Info:doteduguru.com/stamats/redirectsdoteduguru.com/stamats/redirects
For more Info:For more Info:doteduguru.com/stamats/emailstatsdoteduguru.com/stamats/emailstats
For more Info:For more Info:doteduguru.com/stamats/emaildoteduguru.com/stamats/email
BlogsBlogs
For more Info:For more Info:doteduguru.com/stamats/blogsdoteduguru.com/stamats/blogs
RSS StatisticsRSS Statistics
ShareThis TrackingShareThis Tracking
Web Analytics 2.0Web Analytics 2.0
For more Info:For more Info:doteduguru.com/stamats/analytics20doteduguru.com/stamats/analytics20
Ask Your Ask Your AudienceAudience
Social MediaSocial Media
For more Info:For more Info:doteduguru.com/stamats/socialmediaintrodoteduguru.com/stamats/socialmediaintrodoteduguru.com/stamats/socialmediaresearchdoteduguru.com/stamats/socialmediaresearchdoteduguru.com/stamats/socialmediamarketingdoteduguru.com/stamats/socialmediamarketing
Monitor Social Media GrowthMonitor Social Media Growth
For more Info:For more Info:doteduguru.com/stamats/facebookdoteduguru.com/stamats/facebook
Monitor Social Media GrowthMonitor Social Media Growth
For more Info:For more Info:doteduguru.com/stamats/linkedindoteduguru.com/stamats/linkedin
Video AnalyticsVideo Analytics
Monitoring Online Monitoring Online IdentityIdentity
RSS and AlertsRSS and Alerts
For more Info:For more Info:doteduguru.com/stamats/monitordoteduguru.com/stamats/monitor
Viral Viral CampaignsCampaigns
For more Info:For more Info:doteduguru.com/stamats/viraldoteduguru.com/stamats/viral
Web Analytics Rule #1Web Analytics Rule #1“Set Goals”“Set Goals”##
11
Web Analytics Rule #2Web Analytics Rule #2“Always Be Testing”“Always Be Testing”##
22
Web Analytics Web Analytics Rule #3Rule #3
“Don’t get caught “Don’t get caught up in the numbers. up in the numbers.
Look at the Look at the TRENDS”TRENDS”
##33
Web Analytics Rule #4Web Analytics Rule #4“Setup a reporting schedule“Setup a reporting schedule
and track key metrics”and track key metrics”##44
Setting GoalsSetting Goals• X campus visits scheduled a month
• X number of viewbooks downloaded a month
• Lower bounce rate on specific landing page X% over next month
• Get donor email campaign to generate X amount over next month
• Increase our video exposure X% for next month
• Promote and increase presence on a social network by X%
Kyle JamesKyle Jamesjameskm03@gmail.comjameskm03@gmail.com
doteduguru.comdoteduguru.com
QuestionsQuestions?