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Advanced!! !!? Analytics that GSD Let’s stop wasting time MIKE PANTOLIANO p:// slidesha.re /R1L6Dg

H/F University Presents: Growth Hacks - Mike Pantoliano

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Miike Pantoliano presented on actual, usable, data driven analytics that can help startups get down to business. Sponsored by::Windows 8 App Store * Video on HackersandFounders.tv

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Page 1: H/F University Presents: Growth Hacks -  Mike Pantoliano

Advanced!!

!!?Analytics that GSDLet’s stop wasting time

MIKE PANTOLIANO

http://slidesha.re/R1L6Dg

Page 2: H/F University Presents: Growth Hacks -  Mike Pantoliano

Hi, I’m Mike

MICHAEL PANTOLIANO

Web Marketing Consultant

[email protected]

@MikeCP

Page 3: H/F University Presents: Growth Hacks -  Mike Pantoliano

Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/

Page 4: H/F University Presents: Growth Hacks -  Mike Pantoliano

First: Let’s Close Our Web Analytics

Page 5: H/F University Presents: Growth Hacks -  Mike Pantoliano

Michael Pantoliano | @MikeCP

http://theleanstartup.com/

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Image ganked defiantly from http://theleanstartup.com/

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Beware of Vanity Metrics

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Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

Bounce Rate?

Time on Site?

Visits?

Conversions?

Page 9: H/F University Presents: Growth Hacks -  Mike Pantoliano

<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXX-X']); _gaq.push(['_trackPageview']);

Michael Pantoliano | @MikeCP

Page 10: H/F University Presents: Growth Hacks -  Mike Pantoliano

We can customize the crap out of Google Analytics

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Michael Pantoliano | @MikeCP

Page 12: H/F University Presents: Growth Hacks -  Mike Pantoliano

All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same

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Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

Right Now We’re Here

We’re not covering this

Michael Pantoliano | @MikeCP

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Setting Goals

URL Destination

Time on SitePage Depth

Events

Michael Pantoliano | @MikeCP

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Setting Goals

Transactions

GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISj

Michael Pantoliano | @MikeCP

Page 17: H/F University Presents: Growth Hacks -  Mike Pantoliano

Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

http://getcomparisons.com

Page 18: H/F University Presents: Growth Hacks -  Mike Pantoliano

Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

http://getcomparisons.com

Goal?

Mini-goal?

Mini-goal?

Page 19: H/F University Presents: Growth Hacks -  Mike Pantoliano

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

Now We’re Here

Michael Pantoliano | @MikeCP

Page 20: H/F University Presents: Growth Hacks -  Mike Pantoliano

Goal:“The best thing to measure the growth rate of is revenue. The next best, for startups that aren't charging initially, is active users.”

KPI:“A good growth rate during YC is 5-7% a week. If you can hit 10% a week you're doing exceptionally well. If you can only manage 1%, it's a sign you haven't yet figured out what you're doing.”

http://paulgraham.com/growth.html

(pretty smart dude)

Michael Pantoliano | @MikeCP

Page 21: H/F University Presents: Growth Hacks -  Mike Pantoliano

Revenue is easy

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How To Define “Active Users”?

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Michael Pantoliano | @MikeCP

Page 25: H/F University Presents: Growth Hacks -  Mike Pantoliano

We’ll come back to the

‘how’

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Access & Speed

Page 27: H/F University Presents: Growth Hacks -  Mike Pantoliano

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

…And Finally

Michael Pantoliano | @MikeCP

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Some of the Basics

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Custom Reports Make Life Easier

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Analyzing

Acquisition Behavior Outcome

Michael Pantoliano | @MikeCP

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Acquisition

Outcomes?

Behavior

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Acquisition

Outcomes?

Behavior

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Acquisition

Outcomes?

Behavior

Custom Report:

Much Better

Page 34: H/F University Presents: Growth Hacks -  Mike Pantoliano

Custom Variables

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_setCustomVar(index, // Slots 1 - 5name, value, opt_scope // 1, 2, or 3

)

Documentation: http://dis.tl/IAPDfp

Michael Pantoliano | @MikeCP

Page 36: H/F University Presents: Growth Hacks -  Mike Pantoliano

_gaq.push(['_setCustomVar',  1,       'Section',    'Life & Style’,  3         ]);

Michael Pantoliano | @MikeCP

Page 37: H/F University Presents: Growth Hacks -  Mike Pantoliano

_gaq.push(['_setCustomVar',  1,       'Funnel',    'Abandoned',  2         ]);

Michael Pantoliano | @MikeCP

Page 38: H/F University Presents: Growth Hacks -  Mike Pantoliano

_gaq.push(['_setCustomVar',  1,       'Gender',    'Male',  1         ]);

Michael Pantoliano | @MikeCP

Page 39: H/F University Presents: Growth Hacks -  Mike Pantoliano

Name Value

Yes, NoYes, No

05, 06, etc.John, Steph1,10, etc.

Days/Months

Active User

Logged InJoin Month

Author# of

OrdersRecency

Michael Pantoliano | @MikeCP

Page 40: H/F University Presents: Growth Hacks -  Mike Pantoliano

Michael Pantoliano | @MikeCP

<script type="text/javascript">  var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxx-XX']); _gaq.push(['_setCustomVar', 1, 'user_type', '<?php echo $_GET["active"]; ?>', 1]); _gaq.push(['_trackPageview']);

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Michael Pantoliano | @MikeCP

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Events

Page 44: H/F University Presents: Growth Hacks -  Mike Pantoliano

_trackEvent(category,action,opt_label,opt_value,opt_noninteraction

)

Documentation: http://dis.tl/RmJ4Qg

Michael Pantoliano | @MikeCP

Page 45: H/F University Presents: Growth Hacks -  Mike Pantoliano

Michael Pantoliano | @MikeCP

<p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment information.’]);”>Please enter valid payment information.</p>

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Page 47: H/F University Presents: Growth Hacks -  Mike Pantoliano

GA Content Experiments

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#Measure

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Michael Pantoliano | @MikeCP

Page 52: H/F University Presents: Growth Hacks -  Mike Pantoliano

Shoulda Had Alerts Set Up

Page 53: H/F University Presents: Growth Hacks -  Mike Pantoliano

http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)

Page 54: H/F University Presents: Growth Hacks -  Mike Pantoliano

Multi-Channel Funnels

Michael Pantoliano | @MikeCP

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Assisted Conversions Report

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Adjusted Bounce Rate

Michael Pantoliano | @MikeCP

 var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXXXX-1']);  _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);

http://dis.tl/Veijhz

Page 57: H/F University Presents: Growth Hacks -  Mike Pantoliano

Thanks!

MICHAEL PANTOLIANO

Web Marketing Consultant

[email protected]

@MikeCP