The Dish on Data

Alyson Murphy

@Moz @AlysonMurphy

At Moz we create inbound marketing software

@AlysonMurphy

All of your data in one place

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In easy reports

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To help you do better marketing

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Let’s talk about data

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You have data

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A lot of data

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But where to start

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Let’s just start digging!

You look at stuff

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And more stuff

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And get lost

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And more lost

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Then the question…

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What should I look at?

Start simple…Track a couple of things well

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How to start simple

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What matters to your company?

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At the end of the day,You want your work to make the greatest impact.

Map out how your company is profitable

@AlysonMurphy

Make more $

Earn more money

Earn more new

customers

Earn more from existing

customers

Cut Cost

Try to measure these basics to start

@AlysonMurphy

Step 1: Enable measurement for success in general

Step 2: Look at success in the context of your work

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Let’s get to work

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Setup of Google Analytics

1.Go to google.com/analytics

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Setup of Google Analytics

2. Fill out website info

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Setup of Google Analytics

2. Fill out website info

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Setup of Google Analytics

3. Get tracking code

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Setup of Google Analytics

3. Get tracking code

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Setup of Google Analytics

4. Send tracking code to the developer

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Setup of Google Analytics

5. Check if the code is on the page

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Setup of Google Analytics

6. Wait for enough data to arrive

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Setup of Google Analytics

7. Make sure data appears in reports

Yay Data!

7 steps. Easy.

@AlysonMurphy

@AlysonMurphy

Built in Tracking

1. Visits to your website2. How people got to your website

(in a general sense)

3. What pages people landed on4. What pages people saw

Want to track these though

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Make more $

Earn more money

Earn more new

customers

Earn more from existing

customers

Cut Cost

Try to measure these basics to start

@AlysonMurphy

Setup of Goals

1. Go to the Admin console

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Setup of Goals

2. Go to the Goals

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Setup of Goals

3. Create a Goal

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Setup of Goals

4. Fill in the info

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Setup of Goals

5. Fill in the name and type of goal

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Setup of Goals

6. Select how the goal is reached

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Setup of Goals

7. Look at your goals report1

2

3. Select the goal

How your company is profitable

@AlysonMurphy

Make more $

Earn more money

Earn more new

customers

Earn more from existing

customers

Cut Cost

We can track the progress of this now!

7 steps. Easy.

@AlysonMurphy

@AlysonMurphy

Celebrate

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Setup of eCommerce

1. Go to the Admin console

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Setup of eCommerce

2. View settings

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Setup of eCommerce

3. Turn eCommerce on

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Setup of eCommerce

3. Get developer to add code to the complete pages

_addTrans() – info about transaction

_addItem() – info about items

_trackTrans() – sends the data

https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEcommerce

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Setup of eCommerce

4. Check if the code is on the page

Link to download: http://webanalyticssolutionprofiler.com

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Setup of eCommerce

6. Wait for enough data to arrive

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Setup of eCommerce

7. Make sure data appears in reports

Yay Data!

7 steps. Easy.

@AlysonMurphy

How your company is profitable

@AlysonMurphy

Make more $

Earn more money

Earn more new

customers

Earn more from existing

customers

Cut Cost

We can track the progress of this now!

@AlysonMurphy

Step 1: Enable measurement for success in general

Step 2: Look at success in the context of your work

Check!

@AlysonMurphy

Step 1: Enable measurement for success in general

Step 2: Look at success in the context of your work

Next up

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Campaigns Report

Your work may be highlighted here

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Referral Report

Or here

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Customized Campaigns

If not, go herehttps://support.google.com/analytics/answer/1033867

and build a custom link that goes on other sitesmoz.com/?

utm_source=Forbes&

utm_medium=PR&

utm_content=Moz+Analtytics+Launch&

utm_campaign=Forbes+-+PR+-+Moz+Analytics+Launch

This is the link

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Make a Segment

1. Click on the impossible to find arrow

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Make a Segment

2. Click “Create New Segment”

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Make a Segment

3. Select Traffic Source to look at

1

2

3

4

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Look at your Goal Reports

Your hard work comes to life

PR piece for the launch of Moz Analytics

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Get Excited!

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Now let’s talk social

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What social efforts are working?

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The built-in Twitter analytics are not bad.

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Go here and sign up for adshttps://business.twitter.com/products/analytics

You don’t need to use the ads though

Twitter

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Twitter

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Twitter See engagementwith recent posts

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Twitter Analytics tweets work for me.Not the random other stuff.

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Twitter and Followerwonk

Go to https://followerwonk.com/

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Twitter and Followerwonk

When you should Tweet. Boom!

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Twitter and FollowerwonkDo more of the spike.Monitor big dips too.

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Twitter and FollowerwonkSort your followers to find your advocates

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Now that is some social efficiency

Recap

@AlysonMurphy#DEast13

Start smallMeasure what mattersMeasure your contributionSocial measurement can be easy

Thanks for Watching!@AlysonMurphy