Getting More Out of Web Analytics - BJC Healthcare Marketing Conference 2014
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Getting More Out of Web Analytics
Scott Mowery (@scottmowery)Manager, Search Engine Marketing
& Web AnalyticsCleveland Clinic
2014 BJC Communications & Marketing ConferenceJuly 10, 2014
We Have GA Set Up … Now What?
Saving Time
Mining Insights
Telling a Story
Saving Time
Annotations
http://bit.ly/WAannotations
• Reconfigure a report just once• Can be edited later• Learn More: http://bit.ly/WAshortcut
Shortcuts
Top pages report + Two filters + Sort by Entrances + Expansion from top 10 pages to 500 pages
“Top Ortho Pages” Shortcut
• Collect 12 reports into 1• Springboard to dive into
other reports/shortcuts• Learn More:
http://bit.ly/WAdashboard
Dashboards
Share the Wealth
Empowerthe
Team
Avoid Drive-By Shootings
Google Analytics FAQ
Download: http://bit.ly/WAgaFAQ
Brush Up on Your Excel
Intelligence Events
• Automated alerts that indicate radical changes in traffic patterns
• Includes automatic and custom alerts• Alerts can be sent by email or text• Potential usage: Site crashes, content
traffic spikes/drops, viral content• Learn More:• http://bit.ly/WAintelligencealerts• http://bit.ly/WAintelligencealerts2
Mining for Insights
Segmentation Leads to Insights
Segmentation Leads to Insights
Learn More: http://bit.ly/WAsegment
Simple “Digestive” Filter
• “Power-Match” to include/exclude multiple conditions
• Coding combines alphanumeric characters with metacharacters (*, ^, $, |, \, ., [ ], ( ), etc.)
• Can be shared across user accounts
Regular Expressions (aka RegEx)
Advanced Filter with Regex
Shows pages with “digestive” OR “ortho” in the URL
“Digestive Users” FilterShow URLs that contain part of this Regex:
barrett|gerd|heartburn|gastritis|constipation|diarrhea|bowel|lactose|gallstone|hepatitis|colitis|diverticul|hemorrhoid|incontinence|esophag|pancrea|achalasia|swallowing|digestive|dyspepsia|
indigestion|gastro|stomach|abdominal|celiac|gi_bleeding|intestinal|enteritis|gallbladder|crohns|anal|dd_overview|polyp|colo(rectal|n)|
hernia|nutrition|intestin|endoscop|enteros|ercp_|liver|hipec|j-pouch|rectal
Geotargeting with Regex
Lunametrics RegEx eBook:http://bit.ly/WAregex
RegEx Cheat Sheet:http://bit.ly/WAregex2
Read More on RegEx
• View any report just for a specific subset of your web audience
• Apply on multiple conditions including demographics, technology, date of first visit, traffic sources, campaigns, pages and more
• Can be saved and shared
Advanced Segments
Advanced Segments
Advanced Segments
Learn More: http://bit.ly/WAgasegments
• Personalize your own reports with just the dimensions & metrics you choose
• Can be shared with/imported from other GA users
Custom Reports
Learn More: http://bit.ly/WAcustom & http://bit.ly/WAcustom2
Custom Error Page Report
Download: http://bit.ly/GAgallery404
Visits by Day of Week& Hours of Day
Download: http://bit.ly/GAgallerydayhour
• Customized “on-click” elements• Measure site engagement• Contains multiple levels for drill-
down & roll-up reporting
Event Tracking
Learn More: http://bit.ly/WAgaevents
• Take time up front to think through structure, hierarchy and level of detail
• Maintain a log for consistency and reference
Campaign Tagging
Learn More: http://bit.ly/WAcampaign1 http://bit.ly/WAurlbuilder
• Original URL for 3/17/14 post: http://health.clevelandclinic.org/2012/05/5-healthy-habits-you-can-learn-from-your-dog/
• Tagged URL:http://health.clevelandclinic.org/2012/05/5-healthy-habits-you-can-learn-from-your-dog/?utm_campaign=cc+posts&utm_medium=social&utm_source=facebook&utm_content=140317+healthy+habits+dog
Campaign Tagging Example
Telling a Story
Don’t Accept This Question:
Can you run me some numbers?
Apply Context to Your Data
Apply Context to Your Data
Resist Doing Top 10 Reports
Be Careful With Relying on Averages, Ratios & Percentages
Display Your Data Correctly
Source: Extreme Presentation Blog (http://bit.ly/WAchartchooser)
Present Actionable Insights
So What?
Learn More: http://bit.ly/WAsowhattest
Web Analytics Resources
• Google Analytics Academy• Google Analytics YouTube Channel• Twitter: #ganalytics, #measure• Avinash Kaushik• Brian Clifton• Web Analytics Demystified blog• Lunametrics blog
Thank [email protected]
@scottmoweryhttp://www.linkedin.com/in/scottmowery