Download - Google analytics agency model

Agenda

• Intros

• Google Analytics – 10 Unique Ways to Measure ROI

• Google Analytics – Report Dive

• Benefits (You + Client)

• Q/A

Vertical Nerve

• Help businesses connect with their audience online

• Help them convert that audience into customers

– Search Marketing

– Analytics Consulting

– Online Services

– Mobile Services

Our Partnerships

• 7 Years SEM Experience with small, medium & large brands

• 100% in-house, certified consultants (no out-sourcing) • Millions in ad spend managed, always focused on ROI

• Certified Microsoft Advertising agency • Only Preferred Partner in Texas

Our Partnerships (cont.)

• 1 of 2 Certified Partners in Texas • Proven Expertise with Google Analytics for years • Consulting, Issue Support, Implementation, etc.

• 1 of 5 Nationwide Resellers • Proven expertise with helping large organizations

with analytics • New features, benefits for enterprise customers

Our Agency Partnerships

• Support Local Creative Agencies

• White-label and Disclosed Partnerships

• Technical & Analytics Expertise to Supplement Agency Strengths

Why Do We Need Analytics?

• Analytics helps you discover what works… …and STOP doing what doesn’t work.


• Without Data, Only the HiPPO Remains!

(Highest Paid Person’s Opinion)


• As an Agency:

– Clients want data-driven decisions in our econ.

– Benchmark success and prove ROI

– Learn from losing, don’t replicate

• As a Client:

– Say good-bye to “Spray & Pray” marketing

– Optimize ad spend towards concrete objectives

About Google Analytics

• Installed on over 10M sites worldwide

• 60% of Top 100k sites online

• Online Marketing ROI Hub

GA

Search

Email

Display

Affiliate

Google Analytics in 2012

Google Analytics Standard

• Free & Easy to Use

• Real-time Reporting

• APIs

• Mobile Reporting

• Social Interaction Reporting

• Goal / E-com Tracking

• Custom Variables

• Right Choice for 99%

Google Analytics Premium

• Same Ease of Use

• Dedicated Support

• Uptime Guarantees / SLAs

• Attribution Modeling

• Doubleclick Integration

• Faster, Fresher Data

• Virtually No Data Caps

• Well Suited for Enterprises

How it Works

• Invisible page tag using JS & Cookies

• When those pages are viewed, the code runs behind the scenes, sending data to Google’s secure servers

• This data is processed and reported in Google Analytics

• Note: Data is not shared without permission

What Does GA Track?

• It Tracks a Visitor’s:

– Approximate Location (city)

– Browser and System Specs (OS, language, etc)

– Referral Information (previous site and/or query)

• It Does Not Track:

– Email Addresses

– Specific Locations

– Any Personally Identifiable Information

Google Proprietary 15

10 Unique Ways to Measure ROI

Track Mobile Success

• What % of a Site’s Traffic is from Mobile?

• How are those Visitors Performing? Segment!

• Look for High Bounce / Low Conversion Rates

Track QR Codes

To the website

GA Tells You Which : 1. Produced more sales 2. More Leads 3. More Registrations 4. More Social Interactions 5. More Downloads 6. More Profit!

Website

Track Social Interactions

• Google Analytics is quickly adding social data

• See when visitors on your site tweet, share, like, etc. & how those visitors compare to non-social visits

Track Offline Advertising

• Billboards

• TV ads

• Newspaper / Magazine

• Etc..

Optimize Purchase Flows

• Discover Points of Abandonment

• Optimize Drop-off Points

• Improve overall Conversion Rate

See How Channels Work Together

• New Multi-Channel Funnel Reports

Website

Email

SEO

CRM Integrations

• Important for lead generation websites

• Campaign information all through the sales process

Visit

Campaign ABC

Lead

Campaign ABC

Sale

Campaign ABC

Watch Real-time Response

• New to GA in 2011

• Data within 2 seconds!

Track Website Speed

• Studies have proven, slow sites = less money

• GA now automatically tracks your page load times, so optimize your web experience

Executive Dashboards

• GA + Other Data

• Real-time Updates

• Web-based, Mobile Friendly

Examples of Success

Global Restaurant Chain

• Goals: 1. Use GA to benchmark against existing web

analytics tool 2. Granular tracking sought for fast-pace

online sales growth

• Results – New insight into up/cross sale items

• Ex: ingredients, appetizers)

– Conversations thru out process • Delivery vs. take outs • Drop off points

– Tracked against existing web analytics

Telecom Leader

• Using GA as frontend to data warehousing strategy

• Enable customer segmentation – By phone model, features, plan, etc..

• Products – Grid vs. List – Which products compared together – Availability

• Tracking Spend – Common measure across vendors

• Social • Banner • Display • Search

National Resort Company

• 150 Clubs and Resorts

• Track on-line revenue

– Tee-times, reservations, bookings, store sales, etc…

• Interactive touch-screens

– Pictures, Events, News, Club Updates, Awards

Century Old, Regional Auto Leader

• Scroll reach – Track how far down people scroll

(how many listings to show)

• Ad Content Effectiveness – Which Specials bring highest

return

• Conversation points – Service

– Trade-In estimates

– Dealer locater

– Etc….

Sample Reports


Goals & E-Commerce

Where the rubber hits the road…every website has one or more goals.


Goals: Funnel Reporting

• Examine where visitors enter and exit your conversion process

• Identify which site paths lead to the most goal completions

• Use your findings to test changes to your site

Entering the funnel Leaving the funnel

Defined goal


Site Content: Visitor Navigation

Analyze how traffic moves through your site from entrance to exit


Site Content: In-Page Analytics

Optimize a page by analyzing usage metrics on all clickable items


Internal Site Search

• Understand how your users are searching on your site

• Increase ease of use and discovery


Automatically detect and surface significant changes in your key

performance metrics that you should be aware of.

Intelligence Reports

Google Proprietary

Customizable Alerts

45

Tell Google Analytics what you want it to watch for by setting daily, weekly,

and monthly triggers on different dimensions & metrics, and be notified by

email or directly in the Intelligence reports when they happen.


Pivoting

Pivot tables are no longer Excel magic, quickly cross-reference up to two metrics within one dimension against other dimensions


• Isolate and analyze subsets of your traffic post-data capture

• Compare segments and key performance metrics side by side

• Analyse your traffic with predefined or customized segments

Advanced Segmentation

Google Proprietary

Custom Reporting

48

• Create, save, and share reports that are important to your business

• Simply drag-and-drop dimensions and metrics for customized reports

Google Proprietary 49 49

Email Reports

• Schedule reports to be delivered via Email

• Select format (pdf, xls, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)

Final Tips for Success

• Utilize a Web Analytics Measurement Model

• Find Metrics with Meaning (sales > hits)

• Care for Analytics Accounts

• Utilize Scheduled Email Reports

• Share Data within your Organization

Additional Resources

• Our Weekly Newsletter (leave your bus. card)

• Blogs

– http://analytics.blogspot.com (Official GA Blog)

– http://www.verticalnerve.com/blog

– http://www.kaushik.net/avinash/ (Pure Gold)

• Books

– Advanced Web Analytics with Google Analytics

– Web Analytics 2.0

http://analytics.blogspot.com/

http://www.verticalnerve.com/blog

http://www.kaushik.net/avinash/

You + Us

• How can we engage?

– GA Audits

• GREAT start, excellent insight has been provided

– Executive Forums

– Team / Client Trainings

– Analysis / Insights

– Analytics Strategy