Presented by Cliff Tillery Oct. 30 th , 2013
description
Transcript of Presented by Cliff Tillery Oct. 30 th , 2013
Presented by Cliff Tillery Oct. 30th, 2013
Greek, Goobledegook and Google Analytics
Make It Loud- Digital Marketing Ninjas!Cliff Tillery, MBA
First and foremost…a shmoe B.S. In Journalism/Advertising Worked at the in-house ad agency down at
America’s Mart M.S. in Counseling Education MBA in Management/Marketing
Who Is This Guy?
What do you want your website to do for your business?
Sell things? Generate leads? Advertise stuff? Provide support? (solve problems) Brand your business? Give your business credibility? These objectives define what data is
important to you
Define Your Business Objectives
“The Matrix”
All that you see isn’t all that’s there The have these things called “spy bots” that come
crawl around on your site taking pictures and indexing those pictures in the Google servers
When you search on Google, you’re searching through their photo album of the world. Not the world itself
How Google Works
Their goal: To provide the “best” search results for their users
They define what the “best” is 90% of their revenue is made through Pay
Per Click (PPC) PPC is what happens when you mix Ebay
with search results They provide all kinds of helpful tutorials as
long as you don’t mind the less than subtle nudge toward PPC
Google’s Business Model
It’s FREE (we know how we feel about free, right?)
It’s code you put on your website to help collect data about the performance of your website
Do you do performance reviews on your employees?
Consider your website one of your sales people.
Google Analytics provide a way to look over your sales person’s shoulder
What Are Google Analytics?
Visitors- New & Returning How many visits per month How many page views per month How many page views per visit Amount of time spent on the site per visit Bounce rate (how quickly viewers “bounce”
off the page) Where traffic is coming from geographically What kind of device they’re looking at you
with
What Sort Of Data Are We Talking About Here?
What language they speak What operating system they’re browsing with What carrier their internet service is with What kind of phone they’re looking at your site with What they’re screen resolution is What age demographic your visitors are within Gender Interests Whether their pets are left handed or right
handed…ok, I made that up Are you getting the idea of all the things you can
learn here???!?!?
More data….
Most of the data collected by Google used to be seen as your private information
The Panda update changed all that Panda was an engineer at Google who felt
that the user metrics were an accurate reflection of how well designed the website is.
Bad sites have high bounce rates, lower page views, less returning visitors, etc
This turned all SEO nerds into designer nerds (nerds who dress better. Well, maybe not)
User Metrics
Audience Location Audience Engagement Device Used Traffic Sources Traffic From Social Media Bounce Rates Traffic Flow Site Behavior Conversion Data
Things You Should Pay Attention To
That depends… Captain Obvious Says: “The more visitors,
the better” With bounce rates, high numbers=bad With page views, high numbers=good Pages/per visit, high numbers=good Average visit duration (time on site), high
numbers are good
What Are Bad Numbers?
How’d you like to see where people go on your site?
Now, you can with In-Page Analytics Hover over elements on your homepage
and you’ll see the percentage of visitors who clicked there along with raw data
You can do this with any page on your site Another way to track where browsers are
going on your site
James Bond Stuff (Well, Sort Of)
Set up goals to measure how often people do little things on your site before getting them to do the big things
Such as:◦ Share content◦ Watch a video◦ Use a search feature (or any feature on the site)◦ View special content◦ Sign up for newsletter◦ Juggle a porcupine◦ Etc.
Micro-Conversions
Look at what your data is telling you Step back and look with an objective eye Let the numbers tell you what’s working
and what isn’t Fix what isn’t
Tell A Story With Your Data
We’ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing.
Go to:digital.makeitloud.net
Take the free assessment. We’re beta testing this, so help us work out
the kinks!
Digital Marketing Diagnosis
Please Help Us● If you enjoyed any part of this, please do
one or more of the following:– Like us on Facebook & share our stuff– Follow us on Pinterest and repin our stuff– Follow us on Linkedin & like our stuff– Connect with us on Google+ and share our
stuff– Follow us on Twitter & share our stuff
● So, basically, please share our stuff!
Presented by Cliff Tillery Oct. 30th, 2013
Thanks For Coming!