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Google Analytics – A Foundation for Success

Your Host: Art Lee

+Our Sponsor

+Feedback + or -

+Why?

Encourages more people to join Increases group’s network

+Direction of the Group

n Learn Something Valuable

n Promote Companies and Expertise

Build a

Strong Referral Network

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Google Analytics Value

+ Root Cause of Failed Campaigns

Ø Lack of structured thinking around a real purpose

Ø Lack of objectives set of measures to identify success or failure

+ What Google Analytics Does

1 Collection

2 Processes

3 Configures

4 Reports

+ Digital Analytics Defined

Improves customer online experience to DRIVE Your Desired

Outcome

+ What activity can be tracked?

Ø Website

Ø Mobile website

Ø Mobile application

Ø Gaming console

Ø Any digitally connected device

+ What would you track?

Purpose Measured Content Publishers

Frequent visits

Ecommerce Product Sales Online Support Provide answers quickly Lead Generation Contact submission form Branding Engagement/Awareness

+ What’s needed to collect

Ø Web: Java Script Code, tracks Page Views

Ø Mobile: Tracks Activity

*Implementation different by device, still tracks when not connected

+ Skills Needed

Business Objectives & Strategies to achieve

Understand analytics

Technical skills

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Formula to Success

+ The PFR Formula for Success

Plan

Funnel

Reporting

+ Why conversions

How can you improve if you don’t know what’s

going on?

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Planning

+Build Measurement Plan

Avinash Kaushik Google Analytics Evangelist

+ Step 1

Write down your business objectives – set broadest

parameters

+ Step 2

Identify your key strategies and tactics

+ Step 3

Choose KPIs

(Key Performance Indicators)

Target 3, no more than 10.

+ Step 4

Choose Target KPIs

Your parameters for success

+ Key Performance Indicators

Avg page visits to a blog in the fashion industry

Avg clicks it takes to complete online purchase

Number of form captures completd

+ Step 5

Choose Segments (people, behavior, outcomes)

+ Example.

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Funnel

+ What is a considered a conversion?

Ø Micro conversions lead to a Macro conversion (final important action)

Ø Each micro tracked to see value of whole journey

+ Tracking a User Journey

Email Signup

Watch Video

Account Signup Purchase

Micro conversions Macro conversion

+ Conversion Attribution

Ø Assigning credit for a conversion

Ø Search ad, Display ad, Social ad = Sale

Ø Define an attribution for each micro conversion to determine worthiness of a channel

+ For example

Customer visits website four times from four channels before spending $100

Display Ad

Social Media Email Blog

Post

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Reporting

+ Adding Context to Data

Context helps determine good or bad performance

Types:

Internal/External

+ Two Ways to add Context

Ø External data: benchmark general industry trends/standards. If your trends match, it is general growth

Ø Internal historical trends to benchmark and create KPIs

+ Segmentation to understand Aggregated

Aggregated view shows you everything

Analyzing segmentations allow for deeper

understanding of what’s happening

+ Segmentation Types

Ø Date and time – see how users behavior differs

Ø Device – track performance for desktops, mobile, tablet

Ø Marketing Channels (email, vs twitter)

Ø Geography – country, city

Ø Customer – repeat vs. first time

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Want to learn more Get Google Individual Qualified

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Questions?

Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee artlee@internetmarketingcoach.hk InternetMarketingCoach.hk

Property of Internet Marketing Coach Ltd. Hong Kong.

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