Big Data for the Rest of Us
-
Upload
rebecca-haden -
Category
Business
-
view
75 -
download
0
description
Transcript of Big Data for the Rest of Us
![Page 1: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/1.jpg)
ANALYTICS…and what they can do for us
BIG DATA FOR THE REST OF USGoogle Analytics can provide business insights, not just SEO insights.
![Page 2: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/2.jpg)
About UsHaden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents.
WWW.HADENINTERACTIVE.COMHaden InteractiveAddress: 1337 E. Ash, Fayetteville, ARPhone: 479.966.9761Email: [email protected]
02
![Page 3: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/3.jpg)
Our Team
John Doe
06
Meet us at www.hadeninteractive.com
![Page 4: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/4.jpg)
Say thanks to our sponsors!
![Page 5: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/5.jpg)
A corpus of data too big to handle with low-tech tools.
•20th Century: Big companies had access to Big Data.•21st Century: We all have access to Big Data.
…sort of.
Big Data
![Page 6: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/6.jpg)
We have relatively greater access
Extrapolate from large public data sets to our own population.
Crowdsource questions and tolerate low accuracy.
Pay for relevant data sets and reports. $499…$45,000
05
![Page 7: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/7.jpg)
• It’s free.• It captures and analyzes your data.• It shows more than just web traffic.
An Alternative: Google Analytics
10
Big data collection and analysis tool with the power to provide business insights.
![Page 8: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/8.jpg)
Example #1: A CPG Manufacturer
Web traffic increases, but sales don’t. What’s up?
• Identify a signal of intent to buy. • Measure increase in that signal.• Discover that only 35% of visitors have
access. • This is a distribution, not a marketing
issue.
![Page 9: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/9.jpg)
Example #2: B2B E-Commerce
Looks like bing brings big spenders.Should we optimize for bing?
• Bing visitors don’t have a higher conversion rate and they’re searching for the company name.
• We’re seeing a different pattern. • Visits from corporate centers
followed by same-city purchases.• Develop partnership with the
corporation.
![Page 10: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/10.jpg)
Are we theorizing beyond the facts?
![Page 11: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/11.jpg)
Who’s visited?Executive office of the president:Visits: 17Unique Visitors: 12Pageviews: 77
Senate.gov:Visits: 29Unique Visitors: 23Pageviews: 139
House.govVisits: 336Unique Visitors: 70Pageviews: 1,939
Example #3: Thought Leader
Are we influencing people, or just getting traffic?How do we know?
We can say confidently: this is not typical.
![Page 12: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/12.jpg)
But how many auto accidents are there on an average weekend?
You need enough data to know what’s average and what’s awesome.
Avoiding the Memorial Day Fallacy
News shows always report the number of auto accidents over Memorial Day weekend…
![Page 13: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/13.jpg)
The other part of the problem: what do we do with the data?
![Page 14: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/14.jpg)
“What clients really want to see…”
![Page 15: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/15.jpg)
How do we find actionable data?
Use your business goals to plan your analytics configuration.•Brand awareness?•Thought leadership?•Sales?•Market research?•Leads?
15
You have to capture the data in order to be able to use it. No going back in time.
![Page 16: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/16.jpg)
• Identify a customer behavior.• Identify an online action that
shows the behavior or a sign of intention.
• Make sure your website offers a way to track the behavior:
• A URL visited• A length of time on site.• An item downloaded.
• Set up a goal in Google Analytics.
Once you identify a goal…
![Page 17: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/17.jpg)
Set up a goal in Google Analytics
![Page 18: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/18.jpg)
Describe your goal
![Page 19: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/19.jpg)
Add goal details and create goal
![Page 20: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/20.jpg)
Segments
![Page 21: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/21.jpg)
Set up a segment
![Page 22: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/22.jpg)
Once we understand consumer behavior, we should respond to the insights.•Make changes at the website to encourage the behaviors we want to increase.•Fix areas of confusion or abandonment.•Use what we learn about visitor acquisition to make the best allocation of resources.Continue to monitor and respond, because things change.
Then what?
![Page 23: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/23.jpg)
Google tools that give us insights beyond our own sites
![Page 24: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/24.jpg)
Google Webmaster Tools
![Page 25: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/25.jpg)
Ngram Viewer
![Page 26: Big Data for the Rest of Us](https://reader034.fdocuments.in/reader034/viewer/2022052619/555109abb4c9057b478b5462/html5/thumbnails/26.jpg)
Google Trends