The "Secret" on - How to "read" peoples minds? -
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The Secret to how-to “read” people’s minds & influence their behaviour with Google Analytics
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Transcript of The "Secret" on - How to "read" peoples minds? -
The Secretto how-to “read” people’s minds & influence their behaviour
with Google Analytics
Google Trainer Partner & Co-owner
Huge Media / gaia consulting Blogger
Quick questions
How many of you are using Google Analytics?
Event tracking?
Adjusted bounce rate?
Custom reports?
Advanced segments?
Attribution modeling?
Multichannel funnels?
How many of your are aware what you can achieve with analytic tools like Google Analytics?
Brief history of Google Analytics
Brian Clifton
Brian Clifton
Brian Clifton
Brian Clifton
Analytics engine
What does it mean?
Implementation is not for a lightly hearted
If it is easy and fast…
…you are doing something wrong.
Define measurement plan
Define measurement planCreate implementation plan
Define measurement planCreate implementation plan
Implement plan
Define measurement planCreate implementation plan
Implement planMaintain and refine
If you want to read “minds” you must measure properly
Once planned & implemented you can collect data you really want!
How many of you track demographics and interests of people visiting your website?
• Affinity Categories identifies users in terms of lifestyle; These categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase interests.
• Other Categories provides the most specific, focused view of your users. For example, while Affinity Categories includes the category Foodies, Other Categories includes the category Recipes/Cuisines/East Asian
• Affinity Categories identifies users in terms of lifestyle; These categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase interests.
• Other Categories provides the most specific, focused view of your users. For example, while Affinity Categories includes the category Foodies, Other Categories includes the category Recipes/Cuisines/East Asian
Ever thought of your visitors in
this way?
Macedonia
Macedonia
Croatia
Macedonia
Croatia
Serbia
But wait…
You don’t need this. Right?
How you acquire people, how they behave and what is
outcome ... is the customer journey
Advertising
Lead(s)
Transactions (Revenue)
ConversionsTelephone calls
Newsletter
Booked (Reserved) item
Organic Search
Paid Search
Banners
Direct traffic
Newsletter
Web siteAquision
Behaviour(of visitors)
Outcomes(Conversions)
Social Networks
Journey
Audience
Tagging your website is not a goal Delivering BUSINESS VALUE is!
Anomaly detection
Are you able to read someone’s mind with data you receive from
analytics engine?
• Demographics
• Demographics
• Interests
• Demographics
• Interests
• Active theme of research
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Behaviour on website/app
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Behaviour on website/app
• Funnel completion
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the funnel
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the funnel
• Extra data attached to each session (for data mining)
• Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the funnel
• Extra data attached to each session (for data mining)
• Anomaly detection
Analytics Engine (i.e. GA) is a mare that must be tamed.
Analytics Engine (i.e. GA) is a mare that must be tamed.Some fancy English words!
What is this?
No secret message… just view
Depending from the point of view, information is different.
Once you master this, and check the data you receive, and you’ll
become…
Some tests you can incorporate in your future…
…to REALLY test measurement
MoR test
Money off Roof test
Compute the total cost of your Social Media program
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook, post pictures on Instagram, and of course videos on YouTube.
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook, post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?
Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook, post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?
Avinash Kaushik
Read books Read blogs Participate
Share knowledge
“Read” minds!
Douglas W. Hubbard
How to Measure Anything: Finding the Value of
Intangibles in Business
Avinash Kaushik http://kaushik.net
Simo Ahava http://simoahava.com
Brian Clifton http://brianclifton.com
@OptimiseOrDie - Craig Sullivan@JulienCoquet - Julien Coquet
@philpearce - Phil Pearce
…and many others
Google Trainer Partner & Co-owner
Huge Media / gaia consulting Blogger
