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MAKING SENSE OF ANALYTICSDANA DITOMASO

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What’s the point of analytics?

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Are you spending time & money on the right

things?

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What are the right things?

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Go back to your goals.

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Do you have goals or aspirations?

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Are they realistic?Can they be measured?

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Increase total sales by10% in Q4

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Communicate the social and economic value of

(organization).

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Break down every goal.

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(real client example)

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Social Metrics

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Share of Voice

Amount of overall conversation that’s about you vs your competitors.

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Influence

Who is talking about your brand and what is their

impact?

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Engagement

Overall engagement on your posts.

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Not all engagement is created equal.

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Can lead to chasing engagement for the sake

of engagement.

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Who is this for?

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But our engagement went down!

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This is the danger of boosted posts.

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Why do you want to attract the people who click like on anything?

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Instead, break down thatengagement.

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Amplification Rate

Number of shares per post.

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Conversation Rate

Number of comments per post.

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Applause Rate

Number of likes per post.

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What is most important for you right now?

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Reporting Tools

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https://www.rivaliq.com/

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https://buzzsumo.com/

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What can you automate?

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Don’t forgetGoogle Analytics.

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Google Analytics is a big liar.

Audience > Overview

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Sessions:A group of interactions.

More here:https://support.google.com/analytics/answer/2731565

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More here:https://support.google.com/analytics/answer/2992042

Users:The number of people

who interacted with your site.

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Pageviews:The total number of pages

viewed.

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Pages / Session:Pages viewed per session,

on average.

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Avg Session Duration:Average time spent on

site.

Another Reason Why Session Duration Is Probably Wrong

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Bounce Rate:The percentage of single-

page sessions.More here:

https://support.google.com/analytics/answer/1009409

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% New:Percentage of “new”

visitors.

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Your goal shouldn’t just be visits.

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There are better placesto start.

Acquisition > All Traffic > Channels

https://support.google.com/analytics/answer/1033867

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Build in “conversions”.

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“Reporting on last-click attribution in 2014 is like

buying a football team and only paying the players who

score.”

-@anniecushing

Conversions > Attribution > Model Comparison Tool

Conversions > Multi-Channel Funnels > Assisted Conversions

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Give credit where credit is due.

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But then there’s Dark Social.

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You can’t actually track everything.

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Text MessagesgchatSlack

Private BrowsingGmailApps

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http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/

263523/

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Get this report: http://kickpoint.ca/dark-social-ga/

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Automate what you can.

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Your job is insight, not data.

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THANK YOU!

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