Kyle JamesKyle Jamesjameskm03@gmail.comjameskm03@gmail.comtwitter.com/kylejamestwitter.com/kylejames

linkedin.com/in/jameskm03linkedin.com/in/jameskm03

Points to CoverPoints to Cover

• Apology – it’s technicalApology – it’s technical• 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

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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

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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

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Choosing an Analytics PackageChoosing an Analytics Package

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10/90 Rule10/90 Rule

Avinash Kaushik

Occam’s Razor

Google Analytics?Google Analytics?

Installing Google AnalyticsInstalling Google Analytics

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Installing Google AnalyticsInstalling Google Analytics

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SiteScanSiteScanhttp://www.sitescanga.com/http://www.sitescanga.com/

SiteScanSiteScanhttp://www.sitescanga.com/http://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

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Standardizing DataStandardizing Data

What’s wrong with this picture?

Standardizing DataStandardizing Data

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Standardizing DataStandardizing Data

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www.wofford.eduwww.wofford.eduoror

wofford.eduwofford.edu

FilterFilterBecause you don’t Because you don’t

always want always want everythingeverything

Selected FiltersSelected Filters

• Sub-domain TrafficSub-domain Traffic• Include All Domain Traffic Include All Domain Traffic • Exclude IP TrafficExclude IP Traffic• Directory SpecificDirectory Specific• Country/Region/CityCountry/Region/City• Full Referral URLFull Referral URL

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Tracking and Tracking and TaggingTagging

Destination URL TaggingDestination URL Tagging

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http://doteduguru.com/id753-free-destination-url-builder.html?utm_source=case&utm_medium=presentation&utm_campaign=conference

Tracking LinksTracking Links

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•PDF TrackingPDF Tracking•Image TrackingImage Tracking•Download TrackingDownload Tracking•External Links TrackingExternal Links Tracking•Multiple Links Tracking Multiple Links Tracking •Flash Tracking - VideoFlash Tracking - Video

Tracking FlashTracking Flash

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Tagging Audience SegmentsTagging Audience SegmentsTagging Audience SegmentsTagging Audience Segments

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ReportsReports

Site Search ReportSite Search Report

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Keyword ReportKeyword Report

Content by Title ReportContent by Title Report

Referring Sites ReportReferring Sites Report

404 Error Page Report404 Error Page Report

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Advanced SegmentationAdvanced Segmentation

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Wait…Wait…There’s moreThere’s more

Offline CampaignsOffline Campaigns

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BlogsBlogs

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RSS StatisticsRSS Statistics

ShareThis TrackingShareThis Tracking

Web Analytics 2.0Web Analytics 2.0

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Ask Your Ask Your AudienceAudience

Social MediaSocial Media

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Monitor Social Media GrowthMonitor Social Media Growth

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Do Numbers Have Value?Do Numbers Have Value?

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Monitor Social Media GrowthMonitor Social Media Growth

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Video AnalyticsVideo Analytics

Monitoring Online Monitoring Online IdentityIdentity

RSS and AlertsRSS and Alerts

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Viral Viral CampaignsCampaigns

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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.comtwitter.com/kylejamestwitter.com/kylejames

linkedin.com/in/jameskm03linkedin.com/in/jameskm03

doteduguru.com/casedoteduguru.com/case

QuestionsQuestions?