“IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

35

Transcript of “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Page 1: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.
Page 2: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

“IIM”

Page 3: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.
Page 4: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Quantitative Channel Teams

Page 5: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.
Page 6: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics

The Ability to use data to answer questions

Page 7: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

RIGHT Questions

Page 8: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Value of Better Analytics

• Customer Insights

• Competitive advantage

• Channel Efficiency

• Maximize conversion value

• Attribution

Page 9: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

1. Goals?

2. Budget?

3. Performance?

4. Why?

5. What’s Next?

Five Essential Questions

Page 10: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Lifeline Report

Country (All)Week Leads Cost CPL

Weekly Goals 135 6,775$ 50$ 8/18/2012 60 5,763$ 107$ 8/25/2012 135 6,125$ 66$ 9/1/2012 161 6,752$ 43$ Grand Total 356 22,219$ 62$

Page 11: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 12: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 13: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 14: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Data Acquisition

Page 15: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 16: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Quality Data

Data Integrity Data Cleaning

Page 17: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 18: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Search Term Report

Cleaning Data

Page 19: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Statistical Significance Testing

Cleaning Data

Page 20: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Web Analytics and Reporting

Cleaning Data

Page 21: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

Dashboard Visualization

Page 22: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

ETL Dashboard

Page 23: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

Page 24: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Out with the old…

Cleaning Data

Page 25: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

https://developers.google.com/analytics/devguides/collection/upgrade/

Phase 4: (2014) Universal Analytics is the operating standard for Google Analytics.

…in with Universal Analytics

Page 26: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

Tagging Implications

<!-- Google Analytics --><script>(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

})(window,document,'script','//www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-XXXX-Y');ga('send', 'pageview');

</script><!-- End Google Analytics -->

Page 27: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

Page 28: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3 Incredible Improvements

1. Measurement Protocol

Page 29: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

1. Measurement Protocol

Page 30: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3 Incredible Improvements

1. Measurement Protocol2. CRM Integration

Page 31: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3 Incredible Improvements

1. Measurement Protocol2. CRM Integration3. Attribution

Page 32: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3. Attribution

Page 33: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3. Attribution

Page 34: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

3. Attribution

Page 35: “IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

Cleaning Data

Matthew [email protected]@matthew.zaute