How to Leverage Google Analytics for Digital Marketing Success

Derek Edmond • Managing Partner • @DerekEdmondPresentation: http://komarketing.com/analytics2016

How to Leverage Google Analytics for Digital Marketing Success

Top Goals for Digital Marketing

Key Questions:

• How do you make data-driven decisions to improve customer support and experience?

• How do you demonstrate the organization’s brand presence is strong and continuing to improve?

• How do you determine what acquisition channels work best for your organization?

REFERENCE: http://blackinkroi.com/c-level-2016-marketing-study/


Top Goals for Digital MarketingAccording to a report released earlier this year, marketers’ top priorities are a customer-centric focus (79 percent) and brand management (70 percent).

REFERENCE: https://www.cmocouncil.org/download-center.php?id=310

In another report also released earlier this year, 23 percent admitted that their marketing and commerce processes were not working well together, and they are “struggling to connect all of the dots.”


Enter: Google Analytics


Presentation Objectives

1.) Ensure you are tracking goals and actions necessary to demonstrate performance


2.) Find Google Analytics information faster and more efficiently

Navigation, Goal Tracking, Campaign Tracking

5 Key Google Analytics Resources to Consider

Key Resources for Beginners

• Google Analytics Help Center – https://support.google.com/analytics#topic=3544906

• Google Analytics YouTube Channel – https://www.youtube.com/user/googleanalytics

• Certification Resources– Analytics IQ Study Guide –

https://support.google.com/analytics/answer/6370549– Digital Analytics Fundamentals – https://analyticsacademy.withgoogle.com/course/1 – Google Analytics Platform Principles – https://analyticsacademy.withgoogle.com/course/2

• Google Analytics on Twitter – https://twitter.com/googleanalytic/

• Analytics Glossary of Terms – https://support.google.com/analytics/topic/6083659?hl=en&ref_topic=3544906


https://support.google.com/analytics%23topic=3544906

https://support.google.com/analytics%23topic=3544906

https://www.youtube.com/user/googleanalytics

https://www.youtube.com/user/googleanalytics

https://support.google.com/analytics/answer/6370549

https://analyticsacademy.withgoogle.com/course/1




https://twitter.com/googleanalytic/

https://twitter.com/googleanalytic/

https://support.google.com/analytics/topic/6083659?hl=en&ref_topic=3544906

https://support.google.com/analytics/topic/6083659?hl=en&ref_topic=3544906

Google Analytics: Navigational Overview

REFERENCE: https://support.google.com/analytics/answer/2604608

Key Navigational Elements1. Main Navigation Menu2. Accounts, Settings, and

Diagnostics3. Primary Report

Navigation4. Report Heading5. Add Custom Segments*6. Report Tabs / Views7. Graph / Chart View8. Data Table View



Dashboards & Shortcuts• Easy to reference

collections of information

Intelligence Events• Reports highlighting

highs and lows in performance / anomalies


We will review all three of these navigational links later in the presentation





Real-Time• Insights into web page

and user activity happening “right now” on an organization’s website







AudienceInsights into website user characteristics such as: • Demographics• Technology• Interests• Flow of Activity• Individual User Behavior

(Anonymous)







AudienceInsights into website user characteristics such as: • Demographics• Technology• Interests• Flow of Activity• Individual User Behavior

(Anonymous)

AcquisitionInsights into the channels driving traffic / users to the website such as: • Channel-specific details

(search, direct, social media)

• Performance metrics related to each channel

• Conversion metrics by channel







BehaviorInsights into how users interact with the website and web pages / paths: • Top pages viewed,

entered, exited• Site performance

(speed, navigation, etc)• Type of actions users

take when viewing / navigating through web pages




ConversionsPerformance metrics on marketing activity• Goals and conversions• E-commerce activity• Attribution information


Audience Highlights• Sessions versus Users• Session Duration• Bounce Rate• Geo-Information• Demographics &

Interests• Mobile Device Adoption


Google Analytics: Audience Overview


Google Analytics: Acquisition Overview

Acquisition Menu• Acquisition Channel

Definitions• Conversion Performance• Campaign Performance

Behavior Menu• Top Pages Viewed• Landing Pages – What

Pages Users Started On or Exited From


Google Analytics: Behavior Overview

Conversion Menu• Goal Performance

(Forms, Actions, etc)For discussion next!

Performance TrackingWhy & How


Performance Measurement Opportunities

Goal Tracking• Establish performance

benchmarks designed to demonstrate performance of website marketing activities

• Examples include form submissions, visitor performance (time on site, pages per visit), and visitor activity (downloads, equipment views, etc)

SOURCE: https://support.google.com/analytics/answer/1032415?hl=en


Campaign Tracking• Establish a method for

tracking the success of website marketing campaigns, promotions, and advertisements

• Examples include email newsletters, advertisements, social media updates, and links in marketing collateral (online and even offline)

Goal Tracking: Define Your Goals



Goal Tracking: What You Can Measure

Sales-Ready Opportunities• Contact Sales• Request a Quote• Request a Demonstration• Financing Inquiry• Request an Evaluation• Free Download• Free Evaluation• Technical Specifications Requests• Requests for Proposal• General Contact Request

Lead Generation & Nurturing• Webinar Registrations• Podcast Subscriptions• Email Newsletter Sign-Ups• Traditional Newsletters• Daily Blog Updates• Company Updates• White Paper Downloads / Requests• Independent Research Reports• Third Party Studies• Analyst Reports / Collateral• “Premium” Content or Subscription Based

Content



Goal Tracking In Action



Goal Tracking: How To Set Up Goals



Campaign Tracking: What You Can Measure



Campaign Tracking: Where To Track Campaigns



Campaign Tracking: What You Can Measure

Sales-Ready Opportunities• Web Page Links In Sales

Communications• Equipment Listings• Auction Listings• QR Codes

Lead Generation & Nurturing• Website Advertisements• Email Newsletter Links• Social Media Updates• Sponsorship Links• Traditional Advertisements (by using

“promotional web pages”)



Campaign Tracking: How To Track Campaigns

http://www.komarketingassociates.com/industry-news/60-percent-of-marketers-expect-marketings-power-to-grow-in-next-few-years-3153/?utm_source=linkedin&utm_medium=social&utm_campaign=news



Campaign Tracking: How To Track Campaigns



Objective: Find Information FASTER


Annotating Your Google Analytics Reports

Why Annotations?

• Document marketing campaigns

• Website design and content changes

• Website outages• Industry developments and

competitor activity• Any other time-specific

factor that could affect website behavior

REFERENCE: https://blog.kissmetrics.com/google-analytics-annotations/


Leverage Google Analytics Shortcuts

Why Use GA Shortcuts?

• Save navigational bookmarks for commonly accessed reports

• Save configuration settings for specific segments of website information or target audiences



Set Up & Send Automated Reports By Email

Why Use Email Reports?

• Save time in reconfiguring / revisiting popular reporting information

• Set reminders to investigate trends and key priorities



Why You Should Use Intelligence Events

SOURCE: https://support.google.com/analytics/answer/1320491

Why Intelligence Events?

• Monitor your website's traffic to detect significant changes in performance, and generate alerts when those changes occur.


How To Set Up Custom Alerts

SOURCE: https://support.google.com/analytics/answer/1320491


Custom Dashboards: Why You Should Use Them

Why Use Custom Dashboards?

• Dashboards provide a way to customize information and reporting, beyond standard Google Analytics charts and data sets



Google Analytics: Tying This All Together


Resources for More Advanced Users

• Google Analytics Solutions Library – https://analytics.google.com/analytics/gallery/

• LunaMetrics Blog on Google Analytics – http://www.lunametrics.com/blog/

• Google Analytics Talk from Justin Cutroni (Analytics Evangelist at Google) – http://cutroni.com/

• Kissmetrics Blog on Analytics, Marketing, and Testing – https://blog.kissmetrics.com/

• KoMarketing’s B2B Online Marketing Blog & News – http://www.komarketingassociates.com/blog/


https://analytics.google.com/analytics/gallery/

https://analytics.google.com/analytics/gallery/

http://www.lunametrics.com/blog/



http://cutroni.com/

http://cutroni.com/

https://blog.kissmetrics.com/

https://blog.kissmetrics.com/

http://www.komarketingassociates.com/blog/

http://www.komarketingassociates.com/blog/

Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: http://komarketing.com/analytics2016

Questions?

– We are active participants in a range of industry organizations & affiliations

– We contribute to a range of leading publications and industry events


What KoMarketing Does


Derek Edmond • Managing Partner • @DerekEdmond KoMarketing • @KoMarketing

Presentation: http://komarketing.com/analytics2016

Thank You!

How to Leverage Google Analytics for Digital Marketing Success

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Transcript of How to Leverage Google Analytics for Digital Marketing Success