Introduction to Analytics
Gene Begin@gbegin
Dennis Lonigro@DLoBoston
Agenda
• Web Analytics Basics• Google Analytics• Real Data (reports)• Takeaways• Next Steps
“The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline).”
Avinash Kaushik
AnalyticsBusiness
Objectives
Website Purpose
Analytics Goals
Key Performance
IndicatorsTargets
Measurement
Analysis
Effective Use
Measure
AnalyzeChange
Proceed with Caution
• The data is not perfect• Look for trends• Context is king
Audience Reports
• Overview• Location• Behavior– New vs. Returning– Engagement
• Technology
Traffic Reports
• Where are visitors coming from?– Direct• Type URL, bookmark, link from email client
– Referrals– Organic Search– Paid Search– Campaigns• Banner ad, email newsletter
Content Reports
• Evaluate your actual site content– Where do people enter– Where do people go– Where do people exit– How long do they stay– Did they search?
Goals
• How well does your site help your business goals?
• Goal Types– URL Destination– Visit Duration– Pages/Visit– Event
Takeaways
• Don’t get hung up on data, look for trends• Context is king• Stay away from averages• Always have a comparison metric• Bounce rate is a good metric• Think: Actionable Insights
Next Steps
1. Define business objectives (account manager or section owner)
2. Define website goals (account manager/ dig mkt mgr)3. Define targets (account manager)4. Define segments (account manager)5. Configure Google Analytics reports (dig mkt mgr)6. GA training, if necessary (dig mkt mgr)
Ongoing measurement and informed decisions
Questions?
Slide Design: Stephen ChisaImages courtesy of The Noun Project: http://thenounproject.com
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