GAUC Sydney & Melbourne 2013 - Michael David - Internetrix

#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013

Reporting For ActionMichael David, Internetrix

#GAUC2013Google Analytics User Conference 2013

Custom Reports

What, Why and How?

Dashboards

What, Why and How?

Five Rules of Dashboards

Insight at a Glance

BUSINESS REPORTING TRENDS

• 83.6% of all statistics are made up on the spot.

• Increased desire to measure digital performance

• Increased management accountabilityto deliver and justify results

• Executives making data driven decisions (HIPPO)

GOOGLE ANALYTICS AND DATA ISSUES

• Provides overflowing data

• Issues faced;• Measure multiple performances

• Difficult to identify the most critical metrics

• How to communicate performance for metrics

• How to use findings to drive action

Custom Reports

WHAT ARE THEY?

Super ReportQuick to Build

Saves time

WHERE IS THE VALUE?

• Consolidate relevant business metrics

• Accessible and actionable key data

• Build around business needs

• Easy to share

• Available as long as required

* not all dimensions and metrics work together

CREATING A CUSTOM REPORT

This video can be found on YouTube

https://www.youtube.com/watch?v=kk8fi9vwuGI

Explorer

• Most commonly used

• Derive insight from data subsets

• Metrics groups allow easier analysis

EXPLORER REPORTS

Flat Table

• View dimensions side by side, as columns

• Exporting, email and printing of critical data

• Better view of data aggregated for extraction

FLAT TABLE REPORTS

WHAT IS THE DIFFERENCE?Explorer

Flat Table

WEBSITE CONTENT INSIGHT

Example: Content Efficiency Analysis Report

•What is the best performing content?Text, Video, Images?

•What content provides the most business value?

•What is your websites most engaging content?

•Put all key metrics into one report.

http://goo.gl/3frsZ

BUILD A CONTENT EFFICIENCY REPORT

This video can be found on YouTube

https://www.youtube.com/watch?v=2tkvbKn3Ews

Input Onsite ActivityOutcome

(Visits + %New Visit ) (Bounce Rate + Avg Time on Site) (Goal + Avg Value)

Acquisition Engagement Conversion

FOCUS ON END TO END

Paid Search MICRO-ECOSYSTEM

•What is important to your target audience(s)?

•Match metrics to their requirements

•Combine to reduce the number of reports

•Avinash Kaushik

•Blog: Occam’s Razor

•http://goo.gl/XKMOu

SHARING CUSTOM REPORTS

CUSTOM REPORTING TIPS

•Don’t underestimate the importance of Goals

•Contrast between dimensions (different angles)

•Look to generate insight not questions

•Measure success by goal performance

NO GOALS, NO GLORY!

Dashboards

WHAT CAN A DASHBOARD DO?

• Empower a rapid understanding of business performance

• Track critical business data in and easy to understand manner

• Help communicate insight to drive actions

HOW IS IT DONE?

• Bring it all together

• Consolidated view of related attribution metrics

• Segment report or widget add to Dashboard

• 20 Dashboards allowing 20 Report Widgets

WHAT IS A WIDGET?

Dashboard Commandments1. Benchmark and segment

2. Isolate the critical few metrics

3. Don’t stop at metrics – include insights

4. The power of a single page

5. Stay relevant and churn

• Never report on a metrics all by itself, provide context.

• Benchmark Goals/identify prior performance for context. No context = No value.

• Dive into data sub sets for a clearer picture. Segmentation is important.

RULE #5: BENCHMARK AND SEGMENT

RULE #4: ISOLATE THE CRITICAL METRICS

• GA provides large volumes of data.

• Using all metrics for decision making is difficult.

• Focus on the complementary critical metrics.

• Try and limit a dashboard to 10 metrics.

RULE #3: INCLUDE INSIGHTS

• Jumble of measurement tools (dials/graph).

• Data displayed is only at the summary level.

• Consider C-Level Execs / decision makers.

• Include insights summarising performance.

• More than an A4 page, it is a report.

• Forces selection of golden dashboard metrics.

• 100% of business performance in an area.

• The page provides direction to drive action.

RULE #2: POWER OF A SINGLE PAGE

RULE #1: STAY RELEVANT

• Business changes, high-level priorities evolve.

• Competitors create new ideas and innovate.

• Business Goals change with the environment.

• Adjust metrics for new Goals.

Evolve Dashboards to reflect changes.

Planning for evolution &churn is a must.

• Provides an overview on performance.

• Summarise various reports on a single page.

• Monitor multiple metrics at once.

• Check the health of accounts.

A one stop overview ofa performance segment!

DASHBOARDS DRIVE ACTION

DASHBOARD TIP: KEEP IT CLEAN!

SHARING DASHBOARDS

DASHBOARDS VS CUSTOM REPORTING

So what is the difference?

Dashboards provide an overview of a key area or end to end performance.

Custom Reports help to analyse behaviour of a segment/data subset, providing deeper insight into performance.

Final Thoughts• SHARE THE LOVE!

Both Dashboards and Custom Reports can be shared – internally and externally without revealing sensitive data (structure only).

• THE HARD WORK IS ALREADY DONE!There are many online resources for great reports and dashboards.

Thank you

Thank Youmichael.david@internetrix.com.au

@internetrix

#GAUC2013

GAUC Sydney & Melbourne 2013 - Michael David - Internetrix

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