Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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Google Analytics.com

This web 2.0 tool has been voted as one of the most attractive ones for entrepreneurs within BI Category

Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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Google Analytics (GA) Key characteristics

• GA is a Business Inteligence tool that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.

• GA has the main key characteristics– Useful analytical and decision support tool for executives,

marketers and content developers– Allows tracking visitors behavior on the web site to

understand them better– Offers a variety of analytical reports (real-time,

customized, advanced, visualization)

Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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Approximate no. using the tool• Google Analytics is the most widely used

website statistics service, currently in use on around 55% of the 10,000 most popular websites. Another market share analysis claims that Google Analytics is used at around 49.95% of the top 1,000,000 websites (as currently ranked by Alexa).

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Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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Google Analytics (GA) Key learning

Executives can learn:

• Which marketing initiatives are most effective• Accurate website traffic patterns/trends• Which customer and customer segments are most valuable

Marketing Professionals can learn:

• Where visitors come from and what do they do on the site• How can the website convert more visitors into customers• Which keywords resonate with prospects and lead to conversions• Which online ad or creative is the most effective

Content & Developers can learn:

• Where people leave the site• Which pages retain visitors the longest• What search terms people use to find the site

Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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Key business experience• Google Analytics and Webmaster Tools are also invaluable.

Lily Tran – Founder of BoxUp

• With insights from Google Analytics, BuildDirect increases sales by 50 percent. Build Direct

• Ariat uses data to improve customer experience and drive results . Ariat

• PUMA Kicks Up Order Rate 7% with Insights from Google Analytics and Viget. PUMA

• Travelocity uses Google Analytics Premium to enable agile, data-driven decision making across the organization. Travelocity

Entrepreneur 2.0 Training material. This project has been funded with support from the European Commission. Responsibility for the content of this publication reflects the views only of the author, and the Commission is not responsible for any use of the information contained therein.

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How to use it effectively

• Getting started with GA (Video)• GA Tutorial step by step (Video)• How to set up and instal GA for your website

(Video)• GA best practices (Video)

• More info in our collection of Web 2.0 tools