Outsmart the Competition with Google Analytics
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Transcript of Outsmart the Competition with Google Analytics
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Confidential. Property of Noble Studios
Outsmart the Competition with Google Analytics
NCET Tech Bite:
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Confidential. Property of Noble Studios
I. Super-quick overview of Noble Studios
II. Convince you that you NEED Google Analytics in order to succeed in 2014
III. Provide a killer framework for getting the most out of your web data
IV. Make it real with some cool examples
P.S. Don’t worry - you don’t have to remember everything we go over.
Visit NCET.org or the Noble Studios blog tomorrow to download this presentation
Today’s Agenda
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Confidential. Property of Noble Studios
#NobleStudios
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Confidential. Property of Noble Studios 4
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Confidential. Property of Noble Studios
Fastest-Growing Private Companies in America
Inc. 500|5000
Best Places to Work Finalist
Northern Nevada Human Resources Association
2014 Business of the Year
Small Business Administration
Google AdWords & Analytics Certified Partner
100+ Industry Awards
Webby Awards, ADDY Awards, W3C, Adrian Awards, Communicator Awards and more.
Recognition
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Confidential. Property of Noble Studios
Select Clients
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Confidential. Property of Noble Studios 7
Approach
Research
Strategic Planning
Persona Development
THINK
Information Architecture
Design
Development
MAKE
Marketing
Analytics
Optimization
MEASURE
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Confidential. Property of Noble Studios
#TooMuchData
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Confidential. Property of Noble Studios
90% of the data in the world was created in the last two years!
Every minute in 2014:
• Google receives over 4,000,000 searches.
• Facebook users share 2.5 million pieces of content.
• Twitter users tweet 300,000 times.
• Instagram users post 220,000 new photos.
• YouTube users upload 72 hours of new video content.
• Email users send over 200 million messages.
• Amazon generates over $80,000 in online sales.
Source: DOMO
We Live in a World of Data
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Confidential. Property of Noble Studios
The most successful companies in the world are leveraging data-driven strategies to
innovate, compete, and capture additional value from their customers.
Large Companies Know This
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Confidential. Property of Noble Studios
More
Data
Better
Information
Improved
Decisions
Business
Nirvana!
The Data Promise
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Confidential. Property of Noble Studios
More DataTime
Investment
Lots of
Noise
More
Questions
than
Answers
Frustration!
The Data Reality
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Confidential. Property of Noble Studios
But…
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Confidential. Property of Noble Studios
What can small and mid-sized businesses do?
There’s Hope
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Image source: Africa Hannibal
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Confidential. Property of Noble Studios
#AnalyticsToTheRescue
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Confidential. Property of Noble Studios
Your customers are online. You need to:
• Understand what is working.
• Fix what isn’t working.
• Calculate your site’s impact and value.
• Justify and encourage financial investment.
• Better understand your customers.
• Dominate your competition.
• Make more money.
Why Measure the Web
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Confidential. Property of Noble Studios
This is What I’m Talking About
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Click on image to view video
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Confidential. Property of Noble Studios
• It’s FREE
• It’s powerful
• It’s easy to install
• It’s customizable to your business
• It’s just plain awesome
• Import offline data
• See customer demographics
• Segment visitors every which way imaginable
• Re-market non-converters
• And so much more!
Google Analytics = Your Best Friend
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Confidential. Property of Noble Studios
#BTW
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Confidential. Property of Noble Studios
Installing GA – Step 1
1. Go to www.google.com/analytics.
2. Create a Google account or login to
an existing account.
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Confidential. Property of Noble Studios
Installing GA – Step 2
1. Sign up for a Google Analytics
account.
2. Accept the terms of service.
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Confidential. Property of Noble Studios
Installing GA – Step 3
1. Go to the admin section and then
click the tracking code link.
2. Grab the code and either:
1. Install directly on your website
(WordPress).
2. Have your tech person install on
your website.
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Confidential. Property of Noble Studios
BOOM!
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Confidential. Property of Noble Studios
#LetsRoll
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Confidential. Property of Noble Studios
We Don’t Want This
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Image source: LSTS Blog
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Confidential. Property of Noble Studios
Or This…
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Image source: YoYo Games
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Confidential. Property of Noble Studios
Some Advice…
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Metric
Hypothesis
Experiment
Act
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Confidential. Property of Noble Studios
#DataOverload
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Confidential. Property of Noble Studios
•How are you acquiring traffic to your website? What’s
working? What’s not? How are you prioritizing your
investment of time and money?Acquisition
•What is the behavior you are expecting when people
arrive? What pages should they see? How long should
they stay on the site? Are there certain actions they
should take?
Behavior
•What outcomes signify value to your business? A
download? A phone call? A qualified online lead? Signing
up for email promotions? Buying your product/service?Outcome
Focus Only On What Matters
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Source: Occam’s Razor by Avinash Kaushik
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Confidential. Property of Noble Studios
Analytics Plan for the Small Business
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Goals: Make money. Survive. Make more money.
Image source: Blog Marketing Academy
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Confidential. Property of Noble Studios
Acquisition
Cost per
Acquisition
(CPA)
Analytics Plan for the Small Business
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Confidential. Property of Noble Studios
Behavior
Bounce Rate
Analytics Plan for the Small Business
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Confidential. Property of Noble Studios
Behavior
Bounce Rate
Checkout
Abandonment Rate
Analytics Plan for the Small Business
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Confidential. Property of Noble Studios
Outcome
Macro
Conversion Rate
Analytics Plan for the Small Business
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Confidential. Property of Noble Studios
Analytics Plan for the Mid-sized Business
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Goals: Optimize Campaigns.
Deeper Engagement. Multiple Outcomes.
Image source: Entrepreneur.com
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Confidential. Property of Noble Studios
Acquisition
Cost per
Acquisition
(CPA)
Click-
through
Rate (CTR)
Analytics Plan for the Mid-sized Business
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Confidential. Property of Noble Studios
Behavior
Bounce Rate
Checkout
Abandonment
Rate
Page Depth
& Loyalty
Analytics Plan for the Mid-sized Business
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Confidential. Property of Noble Studios
Outcome
Macro
Conversion
Rate
Micro
Conversion
Rate
Analytics Plan for the Mid-sized Business
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Image source: Occam’s Razor by Avinash Kaushik
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Confidential. Property of Noble Studios
Analytics Plan for the Mid-sized Business
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Confidential. Property of Noble Studios
Analytics Plan for the Mid-sized Business
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Confidential. Property of Noble Studios
#RealWorldExamples
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Confidential. Property of Noble Studios
Case Study #1
Client Type:
Small business in the health care field.
Question:
I’m spending $XXX per
month for an ad on Yelp.
Is it worth it?
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Confidential. Property of Noble Studios
Case Study #1
Findings:
Yelp traffic is much
more engaged.
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Confidential. Property of Noble Studios
Case Study #1
Findings:
And converts at a higher
rate.
Is it worth it? Do the
math.
$XXX / 41 Conversions
= $CPA
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Confidential. Property of Noble Studios
Segment! Segment! Segment!
Tip #1
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Confidential. Property of Noble Studios
Case Study #2
Client Type:
Mid-sized consumer
product business.
Question:
Who are my best
customers?
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Image source: Data Candy
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Confidential. Property of Noble Studios
Case Study #2
Findings:
Many 25-34 year olds
going to the website.
Men and women are
using the site equally.
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Confidential. Property of Noble Studios
Case Study #2
Findings:
But, wait…who’s
actually buying?
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Confidential. Property of Noble Studios
Case Study #2
Findings:
Dump the data in Excel.
The best converters are
actually over the age of
45.
Get more of them!
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Confidential. Property of Noble Studios
Turn on demographics reporting.
Tip #2
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Confidential. Property of Noble Studios
Case Study #3
Client Type:
Mid-sized business in
the travel industry.
Question:
I’m running TV ads in
Los Angeles. Are they
driving traffic to my site
at all?
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Image source: David Zanzinger
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Confidential. Property of Noble Studios
Case Study #3
Findings:
By annotating major TV
ad run dates in Google
Analytics, we can see a
correlation to increased
site traffic.
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Confidential. Property of Noble Studios
Case Study #3
Findings:
Traffic from LA is up 3x
as much as the site
average during the
campaign period.
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Confidential. Property of Noble Studios
Case Study #3
Findings:
Direct site traffic from
the LA market is up
huge.
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Confidential. Property of Noble Studios
Case Study #3
Findings:
Engagement and conversion rate from the LA
market are outperforming the site average.
Los Angeles is rockin!
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Confidential. Property of Noble Studios
Don’t fight or ignore traditional media efforts - help improve them!
Tip #3
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Image source: Engage 321
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Confidential. Property of Noble Studios
#TricksandTips
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Confidential. Property of Noble Studios
Be Creative!
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Confidential. Property of Noble Studios
Discriminate!
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Amy
Matt
Crystal
Liane
Brittany
Kelly
Chris
Kim
Heather
Anita
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Confidential. Property of Noble Studios
Correlate!
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Confidential. Property of Noble Studios
Turn Insight Into Action
The goal is to turn data into information,
and information into insight.
- Carly Fiorina, Former CEO of HP
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Confidential. Property of Noble Studios
50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com
Thank You.Questions?