One + two + three + four

one + two + three + four

Making Analytics Valuable

G’day, I’m Peter

@peter_oneill 1st Nov 2014

Making Analytics Valuable A lesson learnt over the years –

understand your Audience You just heard from Avinash You are inspired I can’t compete

Instead of inspiration, I am aiming for immediately actionable

This is a set of tips to get more impact in less time

1st Nov 2014@peter_oneill

one + two + three + four

one area you must get sorted

two items to record in your analytics tool

three (sets of) goals for Google Analytics

four reports to create, automate & use


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ONE AREA YOU MUST GET SORTED


One area – Campaign Tracking You MUST get this right I really hope you know this

Means adding campaign parameters to the URL Structure varies by analytics tool

If not done, analytics tool relies on referrer data If within an app – no referrer If redirects – not the actual referrer

Plus only tells you source, no detail

So why are so many companies not doing it? Don’t you want to know what your work is worth?


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Options for resolving Campaign Tracking Can do it manually one by one

GA URL Campaign Builder Chrome extension

Can bulk create manually – use Excel tools L3 Analytics GA campaign builder L3 Analytics SiteCatalyst campaign builder

Autotag for Adwords Most vendors can add automatically

Email, Affiliates, Display, Buffer Most don’t do it by default – request/insist!

There are no excuses, GET THIS SORTED!


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https://support.google.com/analytics/answer/1033867?hl=en-GB

https://chrome.google.com/webstore/detail/google-analytics-url-buil/gaidpiakchgkapdgbnoglpnbccdepnpk?hl=en

http://www.l3analytics.com/2011/09/08/google-analytics-campaign-url-builder/?utm_source=presentation&utm_medium=offline&utm_campaign=analytics%20tools&utm_content=ga%20campaign%20builder

http://www.l3analytics.com/2011/10/21/tracking-marketing-campaigns-in-sitecatalyst/?utm_source=presentation&utm_medium=offline&utm_campaign=analytics%20tools&utm_content=sitecatalyst%20campaign%20builder



TWO ITEMS TO RECORD IN YOUR ANALYTICS TOOL


Item 1 – Basic Page Information Always record:1. the full URL of the page being viewed2. the referrer to this page Key use is identifying the cause of 404 error pages

url that generated error referrer to that page


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Item 2 – Search Results Record the number of search results Key use is search terms with ZERO search results

Fix it so people can find what they were looking for


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THREE (SETS OF) GOALS FOR GOOGLE ANALYTICS


Goal Set 1 – Negative Goals Goals can be about negative website experiences1. Create a goal for viewing 404 Error pages2. Create a goal for experiencing Form Validation errors If “Goal Completion Rate” is above X%, take action

Set own limit but should be below 5%


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Goal 2 – True Sessions by Channel Direct Entry sessions report as the previous traffic source This is a clever (hack) solution Create goal for all sessions

Destination goal – Begins with / Use Assisted Conversion report

Select “All Sessions” Goal Last Click metric is now true

Sessions Compare against Channels

report


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Goal Set 3 – Create a Horizontal Funnel We all love funnels Create a goal for each checkpoint

It creates a horizontal funnel Can then view funnel for all

dimensions values within any report Use to identify differences in

performance


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FOUR REPORTS TO CREATE, AUTOMATE & USE


Reports 1 – Weekly Performance Reporting Analytics is not about

reports But we need information

spread across the company Reporting has its place My approach

No speedometers, pie charts, flashy elements

Small number of key metrics Comparison number Trended over time Segmented

Multiple Dashboards 1st Nov 2014@peter_oneill

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Reports 2 – Tactical Reports – Merchandise

A. Most popular productB. The money makerC. Something is wrong

D. Another issue hereE. Opportunity product,

make more visible

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Reports 2 – Tactical Reports – Content1.Article #2

Popular Not very

effective Access via

other sites

2.Article #11 Less popular High reads,

shares & comments

Access via internal links


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Reports 3 – Entry Points vs Traffic Sources

Overview of where people enter the website from each channel

Evaluate quality of each traffic source/entry Using Bounce Rate or Conversion Rate or metric of your choice1st Nov 2014@peter_oneill

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Reports 4 – Performance Diagnostic


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Reports 4 – Using Performance Diagnostic reports Extend the report

Metrics – traffic, engagement, performance, etc Dimensions – traffic source, entry point, device, gender, etc

Create Internal Benchmarks Internal benchmarks are the maximum for each metric Look for biggest gaps in performance vs these benchmarks If ecommerce conversion rate is 3.2% for domestic traffic using

Chrome on desktop devices – why is it so poor elsewhere? Identify the weak points & calculate value of fixing Based on data, this is a prioritisation list for improving

performance Gives you a set of actions for the next 3 months (to make more

money) 1st Nov 2014@peter_oneill

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Summary of Approaches to Make Analytics Valuable1. Ensure all campaigns are tracked2. Track URL & Referrer – fix 404 Errors3. Track # Search Results – ensure results for common terms4. Create Negative goals – trigger action when above X%5. Create All Sessions goal – get accurate Direct Entry traffic6. Create Goals for a Horizontal funnel – easily evaluate

performance for any segment of data7. Use Weekly Performance Dashboards – spread the knowledge8. Create Tactical Reports – ensure daily actions are informed &

smart9. Review Entry Points vs Traffic Sources – overview of website

access10. Review Performance Diagnostic – identify where fixes are

required


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Access Templates All templates can be found & downloaded from

www.l3analytics.com/marketing-festival


THANK YOU

I can be found at

• [email protected]

• @peter_oneill

• +44 7843 617 347

• www.linkedin.com/in/peteroneill

1st Nov 2014 @peter_oneill

mailto:[email protected]

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