A Deep Dive into the New Google Analytics

A Deep Dive into the New Google AnalyticsUsing web analytics to make data-driven business decisions

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Presentation Agenda

1 Why Analytics, Why Now?Determining the value of online metrics and their business impact

2Web Analytics EssentialsChoosing an analytics program, implementing proper tracking, and other

“must haves”

3 New Features and FunctionalityOverview of enhancements with new Google Analytics

4 What’s Coming NextFeatures will be available in upcoming releases of GA

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Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets

1 The Digital Marketing Mix

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

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Specifically for online ad spend, budgets are increasing about 10% per year

1 US Online Ad Spend (Billions)

Source: eMarketer, Nov 2010

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With ever-increasing data sources available, businesses need metrics that are straightforward and actionable

1 Why Analytics? Why Now?

Insight and Action

- Removes the guesswork from marketing programs

- Allows for projections and comparisons to past performance

- True accountability at all levels (!)

Competitive Advantage

- Better alignment/deployment of resources

- More accurate data to determine what’s working (and what’s not)

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Presentation Agenda



“must haves”



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Web analytics programs currently used by enterprises

2 Web Analytics Essentials

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What businesses look for in selecting a Web analytics program


- Reliability, cost, and ease of use

- Data “must haves”

- Speed, flexibility, and visualization

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Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection


The ability to track “goals”

- Sales/transactions

- Form fill outs

- Pdf downloads, newsletter subscriptions

Implementation of Tracking Code on All Pages of Site

- Need to know that data is reliable and enterprise wide

- Cross-domain, sub-domain tracking script will be critical, especially for large enterprises with multiple sites

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Presentation Agenda



“must haves”



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5 new features currently enabled

3 What’s New

- Redesigned, faster interface

- Creation of multiple dashboards

- Tracking “event” goals

- Robust custom reporting

- Term cloud visualization

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Completely widget based and highly customizable

3 Custom Dashboards

Four main types of widgets

- Metric

- Pie chart

- Timeline

- Table

*Images courtesy of Google

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Event tracking is useful for analyzing actions that do not correspond directly to pageviews

3 Tracking “Event” Goals


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Also known as word clouds, they display keywords based on their frequency

3 Term Cloud Visualization


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Presentation Agenda



“must haves”



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Features available in the current analytics that will be available soon

4 Coming Soon…

- Exporting reports to PDF

- Emailing reports

- Migrating custom reports from the current Analytics to the new Analytics

- Linking a new AdWords or AdSense account

- In-Page analytics

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Closing Thoughts

Digital marketing has become a core piece of the overall marketing mix:businesses need actionable data that will instantly tell them what’s working and what’s not

Determine the Goal of Your Site: This will be the basis for determining all other metrics that follow

Metrics are just a means to an end: your ideal metrics are those that will move the needle in achieving your businesses objectives

Thank You!

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Thank you for your attendance today!

Contact Us for a Complimentary Digital Marketing Analysis

Custom Analysis includes:

- Digital Planning Session: learn how your business can drive revenue

growth through the web

-Competitive Report: find out where you rank against your top competitors

and what tactics they’re employing

- Keyword Analysis: detailing the keywords people are using to search for

your product or service

- Search Engine Friendliness Report: crawlability analysis of your site

Please contact:

Mark Powers

(800) 619 1570

[email protected]

A Deep Dive into the New Google Analytics

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