Gamc2010 11 - google analytics and google website optimiser resources - dinesh jain - google
Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google
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Transcript of Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google
Google Confidential and Proprietary 1
Opportunities in Numbers Swimming through the primordial soup of data
Beth Liebert Google Analytics Product Manager
Google Analytics Master Class 2010 #gamc
2005
Google Analytics Master Class 2010 #gamc
2005
Google Analytics Master Class 2010 #gamc
2010
Google Analytics Master Class 2010 #gamc
The Web Analytics Challenge
Questions & Numbers: Yes Answers & Insights : No
Google Analytics Master Class 2010 #gamc
Data Rich, Information Poor
Daily Visitors Organic traffic
Visitor Loyalty Time on Site Domains Launguage
User Defined
Campaign Tagging Cost Data Linking
Content by title
Regex Filters Account Mangement
CPC Clicks Keywords
Site Comparison Benchmarking
Motion Charts Depth of Visit Content Drilldown
Funnel Visualization
Map Overlay Dashboard Annotations
Date Comparison
Referrers Pie Charts
Pivot Tables Operating System
Browser and Platform Multiple Variables
Java Enabled Site Overlay
% Returning Visitors Reverse Goal Path
Pages/Visit Advanced Segments
Custom Reports
Source/Medium
Browser and Platform Multiple Variables
Java Enabled Site Overlay ROI
Goal Tracking Reverse Goal Path
Pages/Visit
Advanced Segments
Custom Reports Source/Medium
Goal 1
Mobile traffic Tracking
Event Tracking
Google Analytics Master Class 2010 #gamc
Data Rich, Information Poor
Goal 1
Google Analytics Master Class 2010 #gamc
Defining Goals: How do you measure success? Primary Goals
Completed orders
E-Commerce
Visits with uploads
Content Sharing
Visits with donations
Non-Profit
Feed subscribers
Blog
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Primary goal conversions
Primary Goals
How do you measure success here?
+ Your Opportunity
Google Analytics Master Class 2010 #gamc
% completed orders
Different Visits, Different Purposes
product research
account signup
support
abandoned checkout
bounced
Are users engaged with the content?
Were users able to find the right contact info?
Why?
What influenced users to signup for accounts?
Google Analytics Master Class 2010 #gamc
How do you measure success? Primary & Secondary Conversions
Completed orders
+ product research
+ account signups
+ calls to support
E-Commerce
Visits with uploads
+ premium signups
+ pages / visit
+ referrals from twitter
Content Sharing
Visits with donation
+ volunteer signups
+ brochure downloads
+ visits to events pages
Non-Profit
Feed subscribers
+ visits with comment
+ ad clicks
+ uplift in clicks to main site
Blog
Google Analytics Master Class 2010 #gamc
Optimize secondary goals to drive primary conversions
Google Analytics Master Class 2010 #gamc
Screenshot: Google Store site
Google Analytics Master Class 2010 #gamc
How can I measure goals using Google Analytics?
Completed orders
+ product research
+ account signups
+ clicks to support
E-Commerce
Google Analytics Master Class 2010 #gamc
Setting Goals in Google Analytics Edit Profile > Goals
Google Analytics Master Class 2010 #gamc
Different Goal Types in Google Analytics
Google Analytics Master Class 2010 #gamc
Engagement Goals: Users visiting >4 pages
4
Google Analytics Master Class 2010 #gamc 19
What does it mean?
Google Analytics Master Class 2010 #gamc
Context turns data into opportunities
Google Analytics Master Class 2010 #gamc 21
What does it mean?
Google Analytics Master Class 2010 #gamc 22
Context gives data meaning
Google Analytics Master Class 2010 #gamc 23
Context: Your Competition
Google Analytics Master Class 2010 #gamc 24
Context: Your Competition
Google Analytics Master Class 2010 #gamc 25
Now I know where to dig deeper
Goal: “Visited > 4 pages”
Google Analytics Master Class 2010 #gamc 26
Ah-ha!
Most visits never get past the first page!
Google Analytics Master Class 2010 #gamc 27
Show me the biggest opportunities for improvement
Google Analytics Master Class 2010 #gamc
Once you’ve pinpointed the problem, dig deeper with segments
Google Analytics Master Class 2010 #gamc 29
Dig Deeper & Segment
Google Analytics Master Class 2010 #gamc 30
This page doesn’t seem so bad, right?
Google Analytics Master Class 2010 #gamc 31
Overall traffic only answers overall questions
NOT HELPFUL
Google Analytics Master Class 2010 #gamc 32
Dig Deeper: Create a segment
High Bounce Rate: Search Page
Google Analytics Master Class 2010 #gamc 33
Dig Deeper: Create a segment
High Bounce Rate: Search Page
High Bounce Rate: Search Page
Google Analytics Master Class 2010 #gamc 34
Segment applied: BAM!
Nearly all the bouncing visits to the search page
are from blogger!
Google Analytics Master Class 2010 #gamc 35
Is this what bloggers are looking for?
Google Analytics Master Class 2010 #gamc 36
Target that landing page to your segment
Google Analytics Master Class 2010 #gamc
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?
The evolution of analysis
Response: Target my landing page to bloggers
Google Analytics Master Class 2010 #gamc
Analyst -> Activist
Google Analytics Master Class 2010 #gamc
Nothing persuades like good data
Google Confidential and Proprietary
Thank You!
www.google.com.my/analytics www.google.com.sg/analytics
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