August 11–14, 2014

#CZLSF | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

THE ANALYTICS SWISS ARMY KNIFE

Killer Consumer Insights

THOM CRAVERVP Development & IT

@ThomCraver

#CZLSF | @ThomCraver

@NINJASMARKETING

#CZLSF | @ThomCraver

@NINJASMARKETING

#CZLSF | @ThomCraver

@NINJASMARKETING

ALL KINDS OF DATA TO MINE

• Site Traffic Analysis

• Visitor Behavior

• Campaign Statistics

• Acquisition Channel

• Social Interaction

• Keyword Data

Bat AnalyticsComputer

#CZLSF | @ThomCraver

@NINJASMARKETING

PROBLEMS TO SOLVE

Visitor Behavior Clues

More Active Traffic

Google Penalties

Lack of Keyword Data

Growing Social Engagement

#CZLSF | @ThomCraver

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DATA ISN’T ALWAYS CLEARLY MARKED

#CZLSF | @ThomCraver

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SOMETIMES YOU NEED

TO THINK ON YOUR FEET

#CZLSF | @ThomCraver

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IT COMES DOWN TO TOOLS…

#CZLSF | @ThomCraver

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IT COMES DOWN TO TOOLS…

#CZLSF | @ThomCraver

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WHICH ANALYTICS DO YOU USE?

#CZLSF | @ThomCraver

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DATA DUMPING VS. REPORTING

#CZLSF | @ThomCraver

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SEGMENT DATA FOR MEANING

Campaign Performance

Social Interaction

Page Interaction

About / Map Interaction

Logins / Membership

Penalty Discovery

1965 1989 2008

#CZLSF | @ThomCraver

@NINJASMARKETING

TRACKING CAMPAIGNS

Tag ALL inbound links

(Google URL Builder)

Segment by:

Source

Campaign

Medium

Conversion

Non-conversion

behaviors

#CZLSF | @ThomCraver

@NINJASMARKETING

http://troni.me/GASocialDash

#CZLSF | @ThomCraver

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CONTENT & BEHAVIOR SEGMENTS

Buy on the 1st visit! Brand loyal to your message

#CZLSF | @ThomCraver

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BEEN HIT BY PENGUIN OR PANDA?

#CZLSF | @ThomCraver

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PENALTIES: SEGMENT FOR SEARCH

#CZLSF | @ThomCraver

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MAJESTIC SEO BACKLINKS

#CZLSF | @ThomCraver

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ATTRIBUTION MODEL TOOL

#CZLSF | @ThomCraver

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TIME LAG (LOOKBACK) MATTERS

#CZLSF | @ThomCraver

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KEYWORDS

#CZLSF | @ThomCraver

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SEMRUSH – KEYWORD RESEARCH

#CZLSF | @ThomCraver

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SPYFU – KEYWORD RESEARCH

#CZLSF | @ThomCraver

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#CZLSF | @ThomCraver

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KEYWORDS IN WEBMASTER TOOLS

#CZLSF | @ThomCraver

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IN-SITE SEARCH

#CZLSF | @ThomCraver

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SEARCH ORIGIN PAGES

#CZLSF | @ThomCraver

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SITE SEARCH IN GOOGLE ANALYTICS

#CZLSF | @ThomCraver

@NINJASMARKETING

SUMMING UP…

• ALWAYS Segment data for meaning

Source/Medium, Campaign, Dimensions

• Always tag inbound links

• Include multiple data sources

• Know the problem you’re solving for!

There’s a tool or segment for it…

#CZLSF | @ThomCraver

@NINJASMARKETING

#CZLSF | @ThomCraver

@NINJASMARKETING

Thank you!

@Thom Craverof

Internet marketing ninjas

Imninjas.com@ninjasmarketing