Post on 07-Jan-2017
VISITwww.polestardigital.com
EMAILned@polestardigital.com
CALL+441614646169
FOLLOW@nedpoulter
WEB ANALYTICS 101
DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER
SOCIAL
@NedPoulter
/NedPoulter
Background
Warner Bros.
YO! Sushi
TheLADBible
Realtor.com
Netflix
Miinto
Børsen The Hay Group
Norton Rose
Fulbright
SABMiller
Notonthehighstreet.c
om
BRANDS I’VE WORKED WITH
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
1. WHY WEB ANALYTICS
TRADITIONAL ADVERTISING/MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
DIGITAL MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS: A FORK IN THE ROAD
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
“WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
“WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
2. WELL KNOWN TOOLS
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
THIS WAS IN 2012!
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
3.
Q: “IF YOU WERE STARTING OUT, WHAT WOULD YOU SPEND TIME LEARNING…?”
A: “SIMPLE...”
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
+
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
GOOGLE ANALYTICS1. Install GA on a website2. Spend some time navigating through the
different reports. Familiarise yourself.3. Change the date ranges/compare to
different date periods.4. Check out the following areas:• Audience > Overview• Real-Time > Overview• Acquisition > Channels • Behaviour > Overview
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
LOOKUP THE DEFINITIONS TO THESE1. Sessions2. Users3. Pageviews4. Events5. Goals6. Conversion rate7. Bounce rate8. ROI (Return on Investment)9. ROAS (Return on Ad Spend)
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS
Site Performance Audience Snapshot AdWords Performance eCommerce Dashboar
d
DASHBOARDS1.
CUSTOM REPORTS2.
CUSTOM SEGMENTS3.
SEO Insights (Not Provided)
404 Tracker PPC Keyword/Matched
Query Report
Acquisition: Visit and Goal Conversion by Traffic Source
Enhanced Ecommerce Segments
Occam’s Razor Awesomeness
THANKS TO:
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
TOP THINGS TO LEARN IN EXCEL1. PASTE AS SPECIAL2. TEXT TO COLUMNS3. =TRIM4. =LOWER/=UPPER/=PROPER5. =VLOOKUP6. =SUBSTITUTE7. =CONCATENATE8. USE SHORTCUTS9. USE TABLES10.LEARN PIVOT TABLES
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
READ THIS: http://bit.ly/1Q5Ap5w
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
READ THESE BOOKS
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
READ1.
FOLLOW2.
TRY THIS?3.
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
4. USER TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WHAT IF I TOLD YOU…
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
FORM COMPLETION TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
SIGN UP HERE:http://bit.ly
/1OGJ5xJ
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
5. Q: “WHY SHOULD YOU BE EXCITED ABOUT WEB ANALYTICS?”
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
“It is the only skill category that is consistently ranked in the top 4 across all of the countries we analyzed. We still live in an increasingly data-driven world, and businesses are still aggressively hiring experts in data storage, retrieval and analysis.”
Source: LinkedInWEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
6. REVIEW/AUDIT ANALYTICS ACCOUNTS [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
AUDIT ANALYTICS ACCOUNTS
FREE IF YOU’RE:• A consultant wanting to expand your
offerings• An in-house marketer on a shoestring
budget• A manager who needs to
train new marketers• A newbie looking to bolster your resume
(STUDENTS – that’s you ;-)
Out of respect for Annie, please pay $195 if you don’t meet the above criteria.
READ THIS! ->http://bit.ly/1VNhlM5
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
7. LEARN & USE GOOGLE TAG MANAGER [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
http://bit.ly/1MC6475
READ1.
VISIT2.
FOLLOW3.
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
ANY QUESTIONS?
WEB ANALYTICS 101 @ MMUBS #DSMMCMBY @NEDPOULTER
Thank You.
VISITwww.polestardigital.com
EMAILned@polestardigital.com
CALL+441614646169
FOLLOW@nedpoulter