Content Marketing Retreat: Using Google Analytics
-
Upload
tim-frick -
Category
Technology
-
view
1.748 -
download
2
description
Transcript of Content Marketing Retreat: Using Google Analytics
![Page 1: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/1.jpg)
Content Marketing RetreatUsing Google Analytics
Tim FrickJanuary 26 & 27, 2012
Tuesday, July 2, 13
![Page 2: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/2.jpg)
Part OneMeasure
Tuesday, July 2, 13
![Page 3: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/3.jpg)
Measure What MattersFigure out the specific data that’s important to you.
Tuesday, July 2, 13
![Page 4: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/4.jpg)
• Is what we are doing having an effect?• If so, how much?• How is it affecting customer behavior?
What to ask?
Tuesday, July 2, 13
![Page 5: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/5.jpg)
BenchmarksMetrics data is often worthless unless you have something to compare it to.
Tuesday, July 2, 13
![Page 6: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/6.jpg)
What to Measure?Just because you can, should you?
Tuesday, July 2, 13
![Page 7: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/7.jpg)
Maintain a list of everything you can measure.
Tuesday, July 2, 13
![Page 8: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/8.jpg)
WHAT CAN I MEASURE?
• Number of files downloaded
Tuesday, July 2, 13
![Page 9: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/9.jpg)
• Number of files downloaded• Net unique visitors to website
WHAT CAN I MEASURE?
Tuesday, July 2, 13
![Page 10: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/10.jpg)
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network
Tuesday, July 2, 13
![Page 11: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/11.jpg)
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance
Tuesday, July 2, 13
![Page 12: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/12.jpg)
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance• Average amount per transaction
Tuesday, July 2, 13
![Page 13: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/13.jpg)
Maintain a list of everything you should measure.
Tuesday, July 2, 13
![Page 14: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/14.jpg)
What youcan
measure
What youshould
measure
Whatreally
matters
Tuesday, July 2, 13
![Page 15: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/15.jpg)
Tuesday, July 2, 13
![Page 16: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/16.jpg)
OVERVIEW
Tuesday, July 2, 13
![Page 17: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/17.jpg)
MOBILE DEVICE DATADo you need a mobile-specific site?
Tuesday, July 2, 13
![Page 18: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/18.jpg)
GA ANNOTATIONSProvide context for traffic patterns.
Tuesday, July 2, 13
![Page 19: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/19.jpg)
EMAIL CAMPAIGNSIntegrated With Google Analytics
Image: http://analytics.blogspot.com/2009/03/tips-for-tracking-email-marketing.html
Tuesday, July 2, 13
![Page 20: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/20.jpg)
EMAIL CAMPAIGNSUse Google URL Builder
Image: http://www.roirevolution.com/google-analytics/google-analytics-url-builder.php
Tuesday, July 2, 13
![Page 21: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/21.jpg)
GA GOALSHelp define business objectives:
Tuesday, July 2, 13
![Page 22: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/22.jpg)
GA GOALSHelp define business objectives:
• Time on site
Tuesday, July 2, 13
![Page 23: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/23.jpg)
GA GOALSHelp define business objectives:
• Time on site• Pages/visits
Tuesday, July 2, 13
![Page 24: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/24.jpg)
GA GOALSHelp define business objectives:
• Time on site• Pages/visits• URL Destination
Tuesday, July 2, 13
![Page 25: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/25.jpg)
GA FUNNELSDo users meet those objectives?
Tuesday, July 2, 13
![Page 26: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/26.jpg)
GA EVENTSWhat are they?
Tuesday, July 2, 13
![Page 27: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/27.jpg)
TRACKING E-COMMERCEWhat can you do?
Image from SEO Horizon
Tuesday, July 2, 13
![Page 28: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/28.jpg)
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.
Tuesday, July 2, 13
![Page 29: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/29.jpg)
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.
Tuesday, July 2, 13
![Page 30: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/30.jpg)
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
Tuesday, July 2, 13
![Page 31: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/31.jpg)
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
• Generate e-commerce report.
Tuesday, July 2, 13
![Page 32: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/32.jpg)
Tuesday, July 2, 13
![Page 33: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/33.jpg)
HOSTED THIRD-PARTY SOFTWAREHow to track it?
• Modify GATC on both sites.‣ Exit page of your site.
‣ Entry page of third-party software
• Generate report.
Tuesday, July 2, 13
![Page 34: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/34.jpg)
HOSTED THIRD-PARTY SOFTWAREHow to track it?
If 3rd party system doesn’t allow tracking:•Track clicks on ‘donate’ buttons et. al.
•Track page callbacks from payment gateway site.
Tuesday, July 2, 13
![Page 35: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/35.jpg)
Part TwoIterate
Tuesday, July 2, 13
![Page 36: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/36.jpg)
Topics• Measuring Traffic
Tuesday, July 2, 13
![Page 37: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/37.jpg)
Topics• Measuring Traffic• Social Media Metrics
Tuesday, July 2, 13
![Page 38: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/38.jpg)
Topics• Measuring Traffic• Social Media Metrics• The Return
Tuesday, July 2, 13
![Page 39: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/39.jpg)
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.
Tuesday, July 2, 13
![Page 40: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/40.jpg)
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.Analyze: Interpret and draw insights.
Tuesday, July 2, 13
![Page 41: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/41.jpg)
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevantAnalyze: Interpret and draw insightsReport: Provide actionable items
Tuesday, July 2, 13
![Page 42: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/42.jpg)
Yeah, but...so what?What do I do with all this info?
Tuesday, July 2, 13
![Page 43: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/43.jpg)
QUESTIONS TO ANSWER
• How many visitors, leads, customers? • Which social networks are driving traffic?• What’s driving them to you?• Are they becoming customers? • Why or why not?• How can you give them a more engaging
and rewarding experience?
Tuesday, July 2, 13
![Page 44: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/44.jpg)
TO-DO LIST: WEBSITE
• Create better user experience• Tweak site performance: speed, reliabilty• Optimize for SEO: code, graphic, etc.• Streamline checkout process• Create custom landing pages• Do split testing• Focus groups, user testing, etc.• Heatmapping• Lather, rinse, repeat
Tuesday, July 2, 13
![Page 45: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/45.jpg)
Part ThreeNew Features
Tuesday, July 2, 13
![Page 46: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/46.jpg)
SOCIAL ANALYTICS
Tuesday, July 2, 13
![Page 47: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/47.jpg)
SOCIAL ENGAGEMENT
Tuesday, July 2, 13
![Page 48: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/48.jpg)
SOCIAL ENGAGEMENTSocial Actions Report
Tuesday, July 2, 13
![Page 49: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/49.jpg)
SOCIAL ENGAGEMENTSocial Pages Report
Tuesday, July 2, 13
![Page 50: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/50.jpg)
CUSTOM DASHBOARDSMake it yours.
Tuesday, July 2, 13
![Page 51: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/51.jpg)
WEBMASTER TOOLS
Tuesday, July 2, 13
![Page 52: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/52.jpg)
INTEGRATED WEBMASTER TOOLS
Tuesday, July 2, 13
![Page 53: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/53.jpg)
REAL TIME DATAWho’s here now?
Tuesday, July 2, 13
![Page 54: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/54.jpg)
MULTI-CHANNEL FUNNELSAssisted Conversions
Tuesday, July 2, 13
![Page 55: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/55.jpg)
MULTI-CHANNEL FUNNELSTop Conversion Paths
Image source: Google Analytics Blog
Tuesday, July 2, 13
![Page 56: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/56.jpg)
MULTI-CHANNEL FUNNELSMulti-Channel Funnels Overview
Image source: Cardinal Path
Tuesday, July 2, 13
![Page 57: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/57.jpg)
MULTI-CHANNEL FUNNELSTime Lag
Image source: PPCHero
Tuesday, July 2, 13
![Page 58: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/58.jpg)
MULTI-CHANNEL FUNNELSPath Length
Image source: Ask-Susan.com
Tuesday, July 2, 13
![Page 59: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/59.jpg)
VISITOR FLOWWhere are visitors going?
Tuesday, July 2, 13
![Page 60: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/60.jpg)
GOAL FLOW VISUALIZATIONView reverse paths
Image source: Google Analytics Blog
Tuesday, July 2, 13
![Page 61: Content Marketing Retreat: Using Google Analytics](https://reader033.fdocuments.net/reader033/viewer/2022042714/54bf76054a7959e6348b4572/html5/thumbnails/61.jpg)
Thank [email protected]
mightybytes.comfacebook.com/mightybytes
twitter: @mightybytes
Tuesday, July 2, 13