Website Analytics Overview and insights
Instructor: Alan Bush – VP of Strategy – Ignite Visibility
OUR journey
© 2017 Ignite Visibility | 3
Alan Bush
•12+ Years in Internet Marketing Business•VP of SEO Strategy – Ignite Visibility• Instructor of SEO & Marketing at UCSD• Instructor of SEO Tools at UCSD• Instructor of Web Analytics at UCSD•Co-hosted 2 internationally known internet marketing podcasts (WinTheWeb & OwningYourOwn)
•Worked on hundreds of digital marketing campaigns, including companies such as Sharp Healthcare, G4TV, No Fear, Nixon Watches, Links of London, Energy Muse, Musician’s Institute, Walking On A Cloud and many more.
Other Skillsets•Worked 8 Months in PPC•Guest Speaker at Several AMA Art of Marketing Conferences
•Guest Panelist at Realtor.org Convention•Guest Lecturer at SDSU & USD•Guest Speaker at Ragan Conferences•Co-host and Producer to 2 other podcasts and produced theme songs for 2 of them (Dad University, The Creative Hustler)
•Produce Music•Once played “God” in voice-over.•[email protected]
WHAT IS ANALYTICS?DEFINITION“Web analytics is the collection, reporting, and analysis of
website data. The focus is on identifying measures based on
your organizational and user goals and using the website
data to determine the success or failure of those goals and
to drive strategy and improve the user’s experience.” –
Usability.gov
WHAT EVERY BUSINESS NEEDS
FUNDAMENTALS FOR YOUR BUSINESS
Develop strategy to target your
consumers more effectively
Customer targeting
Product and/or service
Product developmentMake money and reinvest in your
business
sales
Internal working of your business
operations
How best to penetrate your
market
strategy
How your company relates to the public
Customer service
Identify trends, competition, assets and opportunities
Research
Analyze potential pitfalls and mitigate
risk
Risk assessment
How to generate business for your
business
marketing
Innovation, creativity in product, service
and marketing.
Creative development
Marketing channels• The tools at your disposal
Paid Media Direct Mail
Traditional Word of Mouth
Social Media Affiliates
SEO
Email Marketing outreach
WHERE ANALYTICS FITS IN
EXAMPLES OF WEB ANALYTICS PROGRAMS
WEBSITE TRAFFIC• Google Analytics• Adobe Analytics• Google Search Console*
KEYWORD & LINK DATA• SEMRush• SpyFu• AHREFS
SOCIAL MEDIA & OUTREACH• Hootsuite• Sprout Social• Buffer• Buzzsumo
USER INTERACTION• HotJar• CrazyEgg
And More!!
Social MediaWhat is right For You
Outreachtwitter
Networkinglinkedin
Storytellinginstagram
Awareness and Target Marketing
Image & Idea sharingpinterest
Customer analysis
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Analytics Review Methodology
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Age
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Gender
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New vs Returning
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Top Exit Pages
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New vs Returning (Continued)
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Location by Country
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Location by US City
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Browser Compatibility
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Devices
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Mobile Devices
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Source / Medium
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Organic Landing Pages
Site Speed
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Trends & Action items
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Analytics Review Findings
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Recommendations
ConclusionWrap-up
Pay attention to seasonal trends when possible. Remember seasons aren’t necessarily driven by weather. Cultural, school seasons, holidays and regional norms can also guide campaigns and content.
MEASURE BY QUARTER AND YEAR
Generate content but avoid doing things for the sake of doing them. Have purpose and meaning; believe in your message and this will reflect your customer base.
Purposeful content
Remember YOU drive the data. Extract insights but use as tools to build your vision; do not become overly reliant on tools. Remember, you don’t ask a hammer how to build a house!
DATA PERSPECTIVE
CONTACT MEI would love to hear from you!
TWITTERtwitter.com/alanhbush
LINKEDINlinkedin.com/in/alanbush
MUSIC
Soundcloud.com/oneneverends
PodcastsDadUniversity.com
TheCreativeHustler.com