Michele Marques: Use Google Analytics to Learn What Customers Aren't Telling You
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Transcript of Michele Marques: Use Google Analytics to Learn What Customers Aren't Telling You
Use Google Analytics to learn what customers aren’t telling you
Michele MarquesInformation Architect
October 28, 2016
POLL – HOW MANY OF YOU:
• Talk with customers?• Have docs on a web
site?• Are using Google
Analytics?• Have used any web
analytics?
• Before you begin
• What questions are you investigating?
• Where should docs be improved?
• What docs aren’t being used and can be cut?
• How do the current usage trends align with project priorities?
• Is the current staffing investment aligned with usage?
• Who’s using the docs?
• How do they find the docs?
• Getting more out of the data with Excel
• Wrap-up
© Copyright 2016 BMC Software, Inc.
Agenda
What else?
• Not enough time on page
• Too much time on page
• High bounce rate
• Landing pages
© Copyright 2016 BMC Software, Inc.
What content to improve
What else?
• Not enough pageviews
• Not enough time on page
© Copyright 2016 BMC Software, Inc.
What content is not being used?
COMPANY
Applicable for B2B
1. Behavior > All Pages
2. Select a specific page
3. Secondary dimension > Users > Service provider
• Caveats: includes home and mobile ISPs
What else?
• Select the right content
• Show enough rows
© Copyright 2016 BMC Software, Inc.
Tips for Excel export
What else?
• Manipulate data
• Merge data
• Graphs
• Pivot tables
© Copyright 2016 BMC Software, Inc.
What can you do in Excel?
• Investigate questions about your docs
• Use data to:
• Focus improvements
• Determine where to cut
• Budget for the right localization
• Measure the results of improvements
• Inform decisions and optimize staffing investments
• Use Excel or other tools to do more with your data
© Copyright 2016 BMC Software, Inc.
Wrap-up
About BMC
BMC, BMC Software, the BMC logo, and the BMC Software logo, and all other BMC Software product and service names are owned by BMC Software, Inc. and are registered or pending registration in the US Patent and Trademark Office or in the trademark offices of other countries. All other trademarks belong to their respective companies. © Copyright 2016 BMC Software, Inc.
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