Website Analytics Overview and insights

Instructor: Alan Bush – VP of Strategy – Ignite Visibility

OUR journey

© 2017 Ignite Visibility | 3

Alan Bush

•12+ Years in Internet Marketing Business•VP of SEO Strategy – Ignite Visibility• Instructor of SEO & Marketing at UCSD• Instructor of SEO Tools at UCSD• Instructor of Web Analytics at UCSD•Co-hosted 2 internationally known internet marketing podcasts (WinTheWeb & OwningYourOwn)

•Worked on hundreds of digital marketing campaigns, including companies such as Sharp Healthcare, G4TV, No Fear, Nixon Watches, Links of London, Energy Muse, Musician’s Institute, Walking On A Cloud and many more.

Other Skillsets•Worked 8 Months in PPC•Guest Speaker at Several AMA Art of Marketing Conferences

•Guest Panelist at Realtor.org Convention•Guest Lecturer at SDSU & USD•Guest Speaker at Ragan Conferences•Co-host and Producer to 2 other podcasts and produced theme songs for 2 of them (Dad University, The Creative Hustler)

•Produce Music•Once played “God” in voice-over.•alanhbush@gmail.com

WHAT IS ANALYTICS?DEFINITION“Web analytics is the collection, reporting, and analysis of

website data. The focus is on identifying measures based on

your organizational and user goals and using the website

data to determine the success or failure of those goals and

to drive strategy and improve the user’s experience.” –

Usability.gov

WHAT EVERY BUSINESS NEEDS

FUNDAMENTALS FOR YOUR BUSINESS

Develop strategy to target your

consumers more effectively

Customer targeting

Product and/or service

Product developmentMake money and reinvest in your

business

sales

Internal working of your business

operations

How best to penetrate your

market

strategy

How your company relates to the public

Customer service

Identify trends, competition, assets and opportunities

Research

Analyze potential pitfalls and mitigate

risk

Risk assessment

How to generate business for your

business

marketing

Innovation, creativity in product, service

and marketing.

Creative development

Marketing channels• The tools at your disposal

Paid Media Direct Mail

Traditional Word of Mouth

Social Media Affiliates

SEO

Email Marketing outreach

WHERE ANALYTICS FITS IN

EXAMPLES OF WEB ANALYTICS PROGRAMS

WEBSITE TRAFFIC• Google Analytics• Adobe Analytics• Google Search Console*

KEYWORD & LINK DATA• SEMRush• SpyFu• AHREFS

SOCIAL MEDIA & OUTREACH• Hootsuite• Sprout Social• Buffer• Buzzsumo

USER INTERACTION• HotJar• CrazyEgg

And More!!

Social MediaWhat is right For You

Outreachtwitter

Networkinglinkedin

Storytellinginstagram

Awareness and Target Marketing

Facebook

Image & Idea sharingpinterest

Customer analysis

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Analytics Review Methodology

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Age

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Gender

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New vs Returning

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Top Exit Pages

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New vs Returning (Continued)

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Location by Country

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Location by US City

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Browser Compatibility

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Devices

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Mobile Devices

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Source / Medium

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Organic Landing Pages

Site Speed

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Trends & Action items

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Analytics Review Findings

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Recommendations

ConclusionWrap-up

Pay attention to seasonal trends when possible. Remember seasons aren’t necessarily driven by weather. Cultural, school seasons, holidays and regional norms can also guide campaigns and content.

MEASURE BY QUARTER AND YEAR

Generate content but avoid doing things for the sake of doing them. Have purpose and meaning; believe in your message and this will reflect your customer base.

Purposeful content

Remember YOU drive the data. Extract insights but use as tools to build your vision; do not become overly reliant on tools. Remember, you don’t ask a hammer how to build a house!

DATA PERSPECTIVE

CONTACT MEI would love to hear from you!

emailalan@ignitevisibility.com

TWITTERtwitter.com/alanhbush

LINKEDINlinkedin.com/in/alanbush

MUSIC

Soundcloud.com/oneneverends

PodcastsDadUniversity.com

TheCreativeHustler.com