Copyright © 2016 JEM 9http://jem9.com
Google Analytics For Content & Email Marketing
Jane Morgan
Copyright © 2016 JEM 9http://jem9.com
After 20 years high-tech marketing from Boston to Billund, Berlin to Bangalore, she changed vowels from intrapreneur to entrepreneur, and founded JEM 9 Marketing Consultancy.
Today she works with CEOs, founders & marketing directors. Jane was recently shortlisted for an Accenture Digital Media Award.
@Jane_E_Morgan
Jane Morgan helps organizations
understand and reach customers
using an analytic approach to marketing
Copyright © 2016 JEM 9http://jem9.com
Google Analytics Dashboards Content Marketing
Ways to Use Google Analytics For Content Idea Generation
Copyright © 2016 JEM 9http://jem9.com
Content Idea Generation Methods
• Your Internal Brains
• Keyphrase Research
• Competitive Assessment
• In-Person Methods o conferences, meetups, focus groups, interviews (grounded theory), usability
• Digitally Methods o public statistics, forums, social media, reviews, surveys, analytics
• Your Website
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Content Idea Generation Methods
• Your Internal Brains
• Keyphrase Research
• Competitive Assessment
• In-Person Methods o conferences, meetups, focus groups, interviews (grounded theory), usability
• Digitally Methods o public statistics, forums, social media, reviews, surveys, analytics
Your Website
Copyright © 2016 JEM 9http://jem9.com
Using analytics for analytics, not reporting
Copyright © 2016 JEM 9http://jem9.com
USING ANALYTICS FOR ANALYTICS,
…… not reporting
Copyright © 2016 JEM 9http://jem9.com
Your Website Content
Customer Info
Needs
Copyright © 2016 JEM 9http://jem9.com
Your Website Content
Customer Info
Needs
Copyright © 2016 JEM 9http://jem9.com
Your Website Content
Customer Info
Needs
ID The Gap
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
BACKYARD PUPPIESSearch Engine Queries
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How To Locate Your Backyard Puppies
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How To Locate Your Backyard Puppies
Copyright © 2016 JEM 9http://jem9.com
How To Locate Your Backyard Puppies
Copyright © 2016 JEM 9http://jem9.com
How To Locate Your Backyard Puppies
Copyright © 2016 JEM 9http://jem9.com
How To Locate Your Backyard Puppies
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How To Set Up Email Notifications
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Sample Backyard Puppies B2B
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
LOYAL PUPPIES / PAGES
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How To Locate Your ‘Loyal Puppies’ Pages
Copyright © 2016 JEM 9http://jem9.com
How To Locate Your ‘Loyal Puppies’ Pages
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Google Analytics Dashboards Email Marketing
Jane Morgan
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
UTM TRACKING CODE
Copyright © 2016 JEM 9http://jem9.com
http://<yourwebsite.com/landing-page/?utm_campaign=<campaign-name>
&utm_medium=email&utm_source=<name-of-email-list>
&utm_content=CTA-RSVP-NOW
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Copyright © 2016 JEM 9http://jem9.com
Set Up Tips & Resources
For Content Idea Generation / Puppy Pages• Follow Steps In This Presentation Then
• Enable The Automated Monthly / Quarterly Email
For Email Marketing Dashboard• Install Email Marketing Dashboard In 2 Clicks
• How To Use Google Analytics Custom Campaign Tagging
Setting Up Google Analytics & Search Console• How To Set Up GA Universal Analytics on your
websiteo Using WordPress Header and Footer Plugin
o Using Google Tag Manager & Install Google Tag Manager
• How To Set Up Goals In Google Analyticso To use ‘page value’ make sure to add a goal value.
Tip: use 1 if you can’t yet estimate the value.
• How To Connect Google Analytics To Google Search Consoleo If you don’t already have a Google Search Console
account (formerly Google Webmaster) you will need to set up your search console account
o Verify your Google Search Console account using either GTM or GA
Copyright © 2016 JEM 9http://jem9.com
THE BEGINNING