Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm

Transcript of Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm

VISITwww.polestardigital.com

EMAILned@polestardigital.com

CALL+441614646169

FOLLOW@nedpoulter

WEB ANALYTICS 101

https://twitter.com/NedPoulter

DIGITAL MARKETING CONSULTANT

Hi. I’m Ned Poulter

BLOGGER

SOCIAL

@NedPoulter

/NedPoulter

Background

Warner Bros.

YO! Sushi

TheLADBible

Realtor.com

Netflix

Miinto

Børsen The Hay Group

Norton Rose

Fulbright

SABMiller

Notonthehighstreet.c

om

BRANDS I’VE WORKED WITH

WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER

1. WHY WEB ANALYTICS

TRADITIONAL ADVERTISING/MARKETING

DIGITAL MARKETING

WEB ANALYTICS: A FORK IN THE ROAD

“WHAT GETS MEASURED, GETS MANAGED.”

- PETER DRUCKER

“WHAT GETS MEASURED, GETS MANAGED.”

- PETER DRUCKER

2. WELL KNOWN TOOLS

THIS WAS IN 2012!

https://www.e-nor.com/blog/web-analytics/51-of-fortune-500-companies-use-google-analytics

3.

Q: “IF YOU WERE STARTING OUT, WHAT WOULD YOU SPEND TIME LEARNING…?”

A: “SIMPLE...”

+

GOOGLE ANALYTICS1. Install GA on a website2. Spend some time navigating through the

different reports. Familiarise yourself.3. Change the date ranges/compare to

different date periods.4. Check out the following areas:• Audience > Overview• Real-Time > Overview• Acquisition > Channels • Behaviour > Overview

GET FAMILIAR NAVIGATING AROUND THE INTERFACE

LOOKUP THE DEFINITIONS TO THESE1. Sessions2. Users3. Pageviews4. Events5. Goals6. Conversion rate7. Bounce rate8. ROI (Return on Investment)9. ROAS (Return on Ad Spend)

ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS

Site Performance Audience Snapshot AdWords Performance eCommerce Dashboar

d

DASHBOARDS1.

CUSTOM REPORTS2.

CUSTOM SEGMENTS3.

SEO Insights (Not Provided)

404 Tracker PPC Keyword/Matched

Query Report

Acquisition: Visit and Goal Conversion by Traffic Source

Enhanced Ecommerce Segments

Occam’s Razor Awesomeness

THANKS TO:

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D0%26_.count%3D10%26_.viewId%3DRZ8-NOorRSqtyaPi-lDCOQ/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D0%26_.count%3D10%26_.viewId%3DvOudpJ2pSmmO0rEoCq8LRg/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D10%26_.count%3D10%26_.viewId%3DebYpF_KfQTiVoEnqRmCylQ/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D30%26_.count%3D10%26_.viewId%3D0iewn0tTTZ2dpJq3LNQwtA/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D10%26_.count%3D10%26_.viewId%3DSzqnsD8BTOmTWnn2EyXu4Q/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D30%26_.count%3D10%26_.viewId%3DBYq75X9cRCWHlqMZNd_XDw/

https://www.google.com/analytics/web/importing?utm_source=google.com/analytics/gallery/&utm_medium=referral&utm_term=view&utm_content=custom_report&utm_campaign=gafe_gallery_integration#importing/a1645798w92578818p96386014/%3F_.objectId%3D04zqTVSI

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D20%26_.count%3D10%26_.viewId%3Dp7OAJ_MDTKyb8vef9sDhvQ/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D10%26_.count%3D10%26_.viewId%3DW2kA7gqZQGGcwAVW7HJgwg/

https://www.google.com/analytics/gallery/#posts/search/%3F_.start%3D0%26_.count%3D10%26_.viewId%3DVMoVbW3LQbyo87ymcFDxCQ/

TOP THINGS TO LEARN IN EXCEL1. PASTE AS SPECIAL2. TEXT TO COLUMNS3. =TRIM4. =LOWER/=UPPER/=PROPER5. =VLOOKUP6. =SUBSTITUTE7. =CONCATENATE8. USE SHORTCUTS9. USE TABLES10.LEARN PIVOT TABLES

READ THIS: http://bit.ly/1Q5Ap5w

http://bit.ly/1Q5Ap5w

READ THESE BOOKS

http://www.webanalyticshour.com/

http://www.webanalytics20.com/

FOLLOW2.

TRY THIS?3.

http://bit.ly/1MSFafI

http://bit.ly/1ZUTtFL

http://bit.ly/1MSFwD2

4. USER TRACKING

WHAT IF I TOLD YOU…

HOTJAR

https://www.hotjar.com/r/rebd3

HEATMAPS

RECORDINGS

FUNNEL VISUALISATION

FORM COMPLETION TRACKING

RECRUITERS & SURVEYS

SIGN UP HERE:http://bit.ly

/1OGJ5xJ

http://bit.ly/1OGJ5xJ

5. Q: “WHY SHOULD YOU BE EXCITED ABOUT WEB ANALYTICS?”

http://blog.linkedin.com/2016/01/12/the-25-skills-that-can-get-you-hired-in-2016/

“It is the only skill category that is consistently ranked in the top 4 across all of the countries we analyzed. We still live in an increasingly data-driven world, and businesses are still aggressively hiring experts in data storage, retrieval and analysis.”

Source: LinkedInWEB ANALYTICS 101 @ MMUBS #DSMMCM

BY @NEDPOULTER

6. REVIEW/AUDIT ANALYTICS ACCOUNTS [BONUS CONTENT]

AUDIT ANALYTICS ACCOUNTS

FREE IF YOU’RE:• A consultant wanting to expand your

offerings• An in-house marketer on a shoestring

budget• A manager who needs to

train new marketers• A newbie looking to bolster your resume

(STUDENTS – that’s you ;-)

Out of respect for Annie, please pay $195 if you don’t meet the above criteria.

READ THIS! ->http://bit.ly/1VNhlM5

https://twitter.com/anniecushing

http://bit.ly/1VNhlM5

7. LEARN & USE GOOGLE TAG MANAGER [BONUS CONTENT]

VISIT: http://bit.ly/1kn8EqJ

TAKE THIS COURSE

http://bit.ly/1kn8EqJ

http://bit.ly/1MC6475

VISIT2.

FOLLOW3.

http://bit.ly/1MC6475

http://bit.ly/1MSFafI

http://bit.ly/1ZUTtFL

http://bit.ly/1MSFwD2

ANY QUESTIONS?

Thank You.

VISITwww.polestardigital.com

EMAILned@polestardigital.com

CALL+441614646169

FOLLOW@nedpoulter

https://twitter.com/NedPoulter

Web Analytics 101 - Ned Poulter @MMUBS #dsmmcm

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