How to Start Using Analytics Without Feeling Overwhelmed
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Lars LofgrenMarketing Analyst - June 2012 email@example.com - Confidential - Do not distribute
HOW TO START USING ANALYTICS WITHOUT FEELING OVERWHELMED
Whats the point of analytics?1
A treasure map for dealing with data2
4 Google Analytics tactics you can use right now
In business, we build as fast as we can. New projects, new products, and
How do you know what works?
The Lean Startup
The more times you go through the cycle, the better your business will be.
If you want to win, focus on speed
Analytics makes the Measure and Learn steps MUCH faster.
Analytics is critical for measuring and learning
TIME FOR THETreasure Map
Guiding Principle #1
These are vanity metrics
Vanity metrics make us feel good when they improve but they dont
help us grow our business.
No connection to your business
In Google Analytics, vanity metrics are everywhere.
Web analytics is vanity metrics
Vanity metrics are a distraction
If pageviews go up, what should you do?
Difficult to take action
Improving traffic doesnt necessarily improve your business.
Be careful with web analytics
Google Analytics Tactic #1
Time on site2
Guiding Principle #2
Using customer analytics is the easiest way.
How do we focus on our customers?
Even when using web analytics, always focus on your customers.
What if I dont have customer analytics?
How can we tell whats working?
This tells us where our customers come from
Google Analytics Tactic #2
How to Setup Google Analytics Goals:
Google Analytics Tactic #3
I see all this data on my traffic. But where are my customers?
Always ask yourself this question:
DO CUSTOMERS COMEBack?
Guiding Principle #3
Google Analytics gives credit to the most recent traffic source.
Who gets credit?
Conversions get split up
We need to track where customers first come from and the total revenue
we receive from them.
Only possible when tracking real people
This data include returning customers
Always know how well your marketing is doing.
Guiding Principle #4
What steps does someone take to become your customer?
Define your funnel
Funnels track two metrics at each step
The number of people at each step1
The percentage of people that move to the next step (conversion rate)
Google Analytics Tactic #4
How to setup Google Analytics Funnels
Most businesses dont have a single path
A customer analytics funnel
Focus on your business
Instead of forcing your business to match a Google Analytics funnel, use customer analytics funnels to match
START WITH YOURBenchmarks
Guiding Principle #5
Every business is unique, establish your own benchmarks.
Your metrics will be different
Compare yourself to yourself
5 Guiding Principles to Find Treasure
Avoid vanity metrics1
Focus on customers2
Find out if customers come back3
Track your funnel4
4 Google Analytics Tactics
Avoid vanity metrics1
Setup Google Analytics goals2
Use those magic buttons for goal data3
Build a funnel4
WHATS THENext Step?
When you collect data on your customers, this is even easier.
Get customer analytics
Get reports on real people
ITS NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.
Every point of engagement for a customer
Why is customer analytics so great?
Add accountability to your marketing1
No vanity metrics2
Build funnels to match your business3
Know what your customers are using4
Who offers customer analytics?
Pay an engineer $100,000+ in salary to build it for you.
Q&A Time!Lars Lofgren