Telling a story with Google Analytics data - MnSearch Summit 2015
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Transcript of Telling a story with Google Analytics data - MnSearch Summit 2015
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That was actually Prince, not me
Prince gifs found at: http://giphy.com/
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My story was untrue
But it got your attention
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Most of the stories we tell as marketers are true
But they are boring as shit
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There is a free tool that does this
Visit Quill Engage at https://quillengage.narrativescience.com/
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New York Times had a quiz in March
Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
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We have already lost this battle
Time is not on our side
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Can a computer replace your work?
Then we need to do more!
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Time to borrow storytelling skills from Prince Shakespeare
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5 Stories we Can Tell with Google Analytics Data
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Test your knowledge
Periodic Table is available at http://www.jeffalytics.com
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Story: Email LaggardsIs email performing poorly or just
not being tracked?
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Story: Falling behind with paid mediaWe are not spending anything on
advertising. Should we be?
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These reports require just one setting
This is done at an account level
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SEMRush Competitive Dashboard
SEM Rush Competitive Intelligence Tool: http://www.semrush.com/
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Another View from SpyFu
SpyFu Competitive Intelligence Tool: http://www.spyfu.com/
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SimilarWeb for Traffic Comparisons
SimilarWeb Competitive Intelligence Tool: http://www.similarweb.com/
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Moat for Display Intelligence
MOAT Display Intelligence Tool: http://www.moat.com/
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Low Watermark (What we are currently doing)
Provide several, well researched options
Medium Watermark(What our competitors are doing)
High Watermark(Our market potential)
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Develop a low-medium-high watermark
Tweet or email [email protected] to get a preview of this spreadsheet
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Project revenues for each budget
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Put together a profit model to share
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$-
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
Profit Potential
Profit Potential of Marketing Initiatives
Low Watermark (current budget) Medium Watermark (competitors budget)
High Watermark (10x Moonshot Plan)
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Story: Give us a bigger budget, and we will
generate $21 Million in profit!
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This data is for about 50% of users
~50% of visitors will report demographics
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In Market Segments are a Goldmine!
You can directly target these people with
display ads and remarketing.
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Demographic Segmentation Opportunity
Segment by Age or Gender
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How to Get Demographics?
One setting and some code
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Enable demographics reports setting
Enabling Demographics Reports is Subject to Google Privacy Requirements: https://support.google.com/analytics/answer/2700409
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Even easier in Google Tag Manager
Check this box for Demographics
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More on Insights from Demographics
Demographics Insights from Jeffalytics -http://bit.ly/demosegments
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Our content marketing efforts are improving
More coming of age stories you can tell
We have grown our presence year over year, because…
New advertising opportunities to test and learn
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Organic Search and (not provided) keywords
(Np)
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10 alternatives to (not provided)
Article located at: https://moz.com/blog/proving-seo-value-in-google-analytics
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Story: Non-Brand Organic Search rules
Non-Brand Organic
Search by content
topic
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Story: We still don’t know a lot!
We have no idea!
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Story: We are earning it
Earned the old
fashioned way
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Story: Paid media drives our sales
Paid drives sales
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Story: We have 45% unaccountable traffic
We have no idea!
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How to Get Custom Channels?
Define your own settings
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Customize each channel: Non-brand
Non Brand Traffic is traffic not to your home or about pages?
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Mobile + Organic
More custom channel ideas
Mobile + Paid Media
Social Ads vs. PPC Webmail + Email
Guest Posts vs Earned Links Earned Social vs. Paid Social
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How to Get Content Groupings
Rules, Extraction or Code
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Git my WordPress content grouping code
Get this code at: http://bit.ly/GTM_Content
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More on Content Groupings
More Content Analysis Goodness: https://moz.com/blog/content-analysis-google-analytics
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Sorry, but that’s about as real as ice cream land
Image found at: http://stuffpoint.com/
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Or a world where Prince is a sex symbol
Image courtesy of Giphy.com
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We first noticed this in late 2014
Article here: http://www.jeffalytics.com/8-steps-eliminating-bad-data-google-analytics/
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And we all know…
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Nudged a little harder in April
Article here: http://www.jeffalytics.com/google-analytics-data-quality-issue/
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“This is the most challenging data quality issue that I have seen in the 10 years I have
used the product.
I worry that if a permanent and swift solution is not found for this issue, it will cause long term damage to the credibility
of the product.”
- Jeffalytics, April 2015
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Simo Ahava Developed a removal Tool that is Pretty Good (but not perfect)
Simo’s Spam Filter Removal Tool: http://www.simoahava.com/spamfilter/
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Is this what it sounds like?
Image via Prince.org
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This has become a massive issue, with only one solution…
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Tell a story from your data (Don’t let computers win)
Key Actions to Take Today!
Develop a low-middle-high budget projection
Use demographics to inform marketing segments
Set up content and channel groupings for better insight
Install filters to block some referral spam
Demand a Google Analytics data annulment
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Thank You!
Jeff SauerGoogle Analytics Consultant San Francisco, CAEmail: [email protected]: bit.ly/jeffalytics
Analyticscourse.net