Welcome to

Melissa MartinezWeb Analytics CoachCooperate.NYCCohort 3 – Summer 2015

Web Analytics

In Partnership with

+Professional Background

Experience

Web Analytics

Copywriting

Paid Search

Content Management

HTML

Newsletters

Search Engine Optimization

Social Media

Adobe Photoshop, InDesign, Dreamweaver

Summary

10 years Editorial

8 years Web Analytics

4 years Content Management

10 months Paid Search

+Professional Background

Certifications

Analytics 201: Comprehensive TrainingCardinal Path July 2013

Google Analytics 301: Comprehensive TrainingCardinal PathJuly 2013

Web Analytics Master CertificationMarket MotiveDecember 2013

Google AdWords Fundamentals CertificationGoogleMarch 2015

Google Shopping CertificationGoogleMarch 2015

Work History

Blue Cherry Group

Caesars Entertainment

CBS Radio

Cengage Learning Publishing

Center for Sustainable Journalism

Creative Loafing Newspapers

Delos Living

L.A. Weekly

Las Vegas CityLife

Moguldom Media Group

Nerve.com

Thought Catalog

+Agenda

Day 1: Intro to Analytics Definition & Purpose

User Interface Navigation

Key Metrics & Dimensions

Day 2: Analyzing Data External Tools

Segmentation

Conversions & Attribution

Day 3: Application & Reports Actionable Insights

User Profiles

Reports

+Day 1: Intro to Web Analytics

+What is Web Analytics?

Definition

“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).

With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results”.

— Avinash Kaushik

Digital Marketing Evangelist for Google, Author of Web Analytics 2.0, and

Co-Founder of Market Motive

+Web Analytics Provides…

Available Information

Demographics & Interests

Geographic Data

Technology & Devices

Traffic Sources

Pages Visited

Soft Conversions: Sign-Ups

Hard Conversions: Purchases

Examples

Average Visitor Age

Average Visitor by City

Mobile vs. Desktop

Google / Organic

Most Popular Pages

Goal URLs

Days to Purchase

+Purpose: Leveraging Actionable Insights

*Mock report using mock data

+How To Leverage Actionable Insights

Analysis > Insights > Action

You can’t analyze if you don’t know what you’re searching for.

You can’t optimize if you have no direction.

You can’t lead if you can’t compete.

Overview

1. Know your product.

2. Know your goal.

3. Know your market.

+Web Analytics 10-Step Plan

1. Study Site

2. Study Trends & Competitors

3. Ask Questions

4. Create Goals

5. Search For Answers

6. Segment Data

7. Analyze Findings

8. Implement Action Items

9. Evaluate Findings

10. Report Findings

+Key Terms: Ask, Measure, Compare

Questions • Purpose: Why our site exists

• Objective: What we want to do

• Goal: How we are going to do that

Measurement • Key Performance Indicator (KPI): How we measure our objectives

• Targets: Values you have predetermined as indicators of success or failure

• Benchmarks: A standard with which to evaluate performance of a similar nature

• Segment: A collection of select data attributes categorized by dimensions

Methodology • Acquisition: The activity you undertake to attract people to your site

• Behavior: The activity people undertake on your site

• Outcomes: Site activities that add value to your website

Source: Market Motive

+Exercise 1: Ask Questions

Refer to Exercise 1 in your Workbook.

Go to www.cooperate.nyc

Take five minutes to study the site.

In your Workbook, write five questions about the site that you would like to measure.

+Google Analytics User Interface

+Google Analytics User Interface

Source: Google Analytics Help https://support.google.com/analytics/answer/2604608?hl=en

+Google Analytics User Interface

Dashboards – A collection of

customizable widgets that provides a

quick overview of KPIs

Shortcuts – Customizable reports

Intelligence Events – Alerts and

statistical variations

Real-Time – Reports real-time activity

+Google Analytics User Interface

Audience – Demographics

Acquisition – Where They Came From

Behavior – What Visitors View On Site

Conversions – What Visitors Do On Site

+Exercise 2: Navigate Google Analytics

Use the next 10 minutes to navigate the Google Analytics UI and familiarize yourself with some of its features.

Refer to Exercise 2 in your Workbook. Write down the first three sections you navigated towards.

Make a note of any sections or features you have questions about.

Prepare to discuss.

+Metrics & Dimensions

+Key Terms: Metrics & Dimensions

Metrics Quantitative (i.e., a Number) Located in Columns Examples:

Page Views Pages per Visit Time After Search Bounce Rate Unique Purchases Conversion Rate Product Revenue

Dimension Qualitative (i.e., Words) Located in Rows Examples:

Location Visitor Type Source / Medium Campaign Name Landing Page Search Terms Days to Transaction

+Key Metrics & Dimensions

MetricDimension

+Key Terms: A Quick Intro – Part 1

Session - The period of time a user is active on your site or app. If a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

Pageviews - An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). 

Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).

(not provided) - For this category, a user reached your paged, by an undefined keyword or phase. Example: Organic keyword or traffic encrypted by Google when user is logged into account.

Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.

+Key Terms: A Quick Intro – Part 2

Landing Page - The pages through which visitors entered your site.

Ecommerce Conversion Rate - The percentage of visits that resulted in an e-commerce transaction.

Bounce Rate - Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

In-Page Analytics – Uses heatmap graphics to analyze user page navigation

Last Click or Direct Conversions – The number of conversions for which this channel was the final conversion interaction.

Source: Google Analytics, NowMarketingGroup, HubSpot. See Workbook for full list.

+Key Terms: See Workbook

Refer to the Glossary section in Workbook for full list of key terms.

+Exercise 3: Ask Questions, Pt. 2

Refer to Exercise 1 in your Workbook.

Pick one of the five questions you wrote

in Exercise 1.

Find the answer to one of the questions

from Exercise 1 using Google Analytics.

You may rephrase the original question

using your knowledge of web analytics.

Visit www.cooperate.nyc if you need any

additional information.

Write your question and findings in

Exercise 3 of your Workbook.

+Exercise 4: Import a Dashboard

Go to bit.ly/ImportDashboard

Use the filters on the navigation bar to

locate a Dashboard that can help

answer the question from

Exercise 3.

Once you locate a Dashboard that

meets your needs, click “Import”. Select

your site from the drop-down menu.

Click “Create”.

Take five minutes to review and evaluate

the Dashboard’s metrics and KPIs.

Prepare to discuss.

+Day 1 Wrap-Up: Questions

+Day 1 Presentation: Shortlinks

PowerPoint Presentation

bit.ly/COOPc3WebAnalyticsPPT

Web Analytics Reference Guide

bit.ly/COOPc3WebAnalyticsGuide

Web Analytics Workbook

bit.ly/COOPc3WebAnalyticsWorkbook