Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10
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Transcript of Hello is Anyone Out There? Using Web Analytics to Understand your Audience - RED1 #heweb10
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Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Kyle [email protected]
twitter.com/kylejameslinkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
nuCloud.comhubspot.com
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No Need To Take Notes
doteduguru.comdoteduguru.com/web-analytics
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Why Am I Talking to You?
?
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Points to Cover
• Building the Argument• Key Performance Indicators (KPI)• Understanding Key Terminology• All Things Google Analytics• Additional Analytics• 4 Rules of Analytics
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If a tree falls in a forest and noone is around to hear it, does it
make a sound?
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Are you listeningto what your
visitors tell you?
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?How are you making web decisions?
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What is Important?
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Possible Important Items
Admission Specific• Apply to College• Schedule a Campus Visit• Request Info• Download the Viewbook• Take a Virtual Tour
General Goals
• Sign up for email updates• Watch Videos• Subscribe to RSS• Become Facebook Fan• Join LinkedIn Group• Read Blogs
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Key Performance Indicators
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Understanding Analytics Terms
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Understood Terms
•Visits•Pages/Visit•Absolute Unique Visits•% New Visits•Traffic Source•Landing Page
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Misunderstood Terms
•Pageviews•Avg. Time on Site•Bounce Rate•Exit Rate•Traffic Types
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Pageviews
not a meaningful statistic
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Avg. Time on Site
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Bounce Rate / Exit Rate
Bounce Rate Exit Rate
* a Bounce is always an Exit, but an Exit is not always a Bounce
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Traffic Types
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Benchmarking
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BenchmarkingGoogle Analytics
Law & Government -> Education -> Colleges & Universities
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Choosing an Analytics Package
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Choosing an Analytics Package
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Why Google Analytics is Free
• 98% of Google’s Revenue comes from advertising
• The more they know the better ads they can serve up and better user behavior
• Very tight integration with Google AdWords
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Installing Google Analytics
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Installing Google Analytics
SiteScanhttp://www.sitescanga.com
WASPhttp://webanalyticssolutionprofiler.com/
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Data Overload?
• Segment• Filter
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Google Analytics
Profile• Up to 100 Profiles
• with www or without
• Setup Default page
• Exclude URL Query
• Setup Site Search
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Google Analytics Profile
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Standardizing Data
What’s wrong with this picture?
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Standardizing Data
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Standardizing Data
www.doteduguru.comor
doteduguru.com
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Sub-domain Traffic Filter
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FilterBecause you don’t
always want everything
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Including All Domains Traffic Filter
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Exclude IP Traffic Filter
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Directory Filter
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Country Filter
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Full Referral URL Filter
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Tracking and Tagging
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Destination URL Tagging
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When to Tag URLs
1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking
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Destination URL Builder Spreadsheet
1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking
http://bit.ly/URL_Builder
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Tracking Links
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Tagging Audience Segments
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Reports
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Site Search Report
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Keyword Report
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Content by Title Report
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Referring Sites Report
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404 Error Page Report
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Goal Conversions
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Wait…There’s more
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Offline Campaigns
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Blogs
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RSS Statistics
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ShareThis Tracking
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Web Analytics 2.0
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Ask Your Audience
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Monitor Social Media Growth
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Monitor Social Media Growth
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Video Analytics
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Monitoring Online Identity
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RSS and Alerts
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Viral Campaigns
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Final Thoughts
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Web Analytics Rule #1“Always Be Testing”#
1
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Web Analytics Rule #2
“Don’t get caught up in the
numbers. Look at the TRENDS”
#2
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Web Analytics Rule #3“Setup a reporting schedule
and track key metrics”#3
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Web Analytics Rule #4“Set Goals”#
4
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Setting Goals• X campus visits scheduled a
month
• X number of viewbooks downloaded a month
• Lower bounce rate on specific landing page X% over next month
• Get donor email campaign to generate X amount over next month
• Increase our video exposure X% for next month
• Promote and increase presence on a social network by X%
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Higher Ed Analytics Revolution
http://higheredanalytics.com/analytics/
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Additional Reading
• doteduguru.com/web-analytics
• Occam’s Razor - www.kaushik.net/avinash/
• Trending Upwards by Shelby Thayer - www.trendingupward.net/
• Google Analytics Blog analytics.blogspot.com/
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Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?