5 essential google analytics tools for the data driven marketer
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This webinar discusses 5 essential Google Analytics tools for data-driven marketers. It covers evaluating traffic sources through keywords, creating goals and funnels to track conversions, analyzing social media interactions and conversions, building custom dashboards, using regular expressions to track long-tail keywords and campaign variations, and some additional tips. The webinar emphasizes focusing analytics on outcomes like conversions rather than just traffic, customizing tracking to key business goals, and using metrics to make disciplined decisions.
![Regular Expressions
Code snippets:
Reg Ex for more than 3 words: ^s*[^s]+(s+[^s]+){3}s*$
Reg Ex for more than 2 words ^s*[^s]+(s+[^s]+){2}s*$
RegEx for Campaign Keywords: a|b| (phrase match)
RegEx for Campaign Keywords + Variations: ^a$|^b$|^c$|^d$|^d$ (exact match)
Walk-through:
http://mz.cm/Mfd7Ds](https://image.slidesharecdn.com/5essentialgoogleanalyticstoolsforthedata-drivenmarketer-120718120248-phpapp02/85/5-essential-google-analytics-tools-for-the-data-driven-marketer-40-320.jpg)
5 essential google analytics tools for the data driven marketer
- 1. 5 Essential Google Analytics Tools for the Data-Driven Marketer Today’s Host Alex Dunks Senior SEO Strategist webmarketing123 facebook.com/webmarketing123 #webmarketing123
- 2. • Founded in 2004 • Proprietary Attribution Tool • Custom KPI-based Scorecards • 120+ Clients #webmarketing123
- 3. Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123 webmarketing123 Want to learn more? Request a Complimentary SEO Assessment Today. #webmarketing123
- 4. The problem is not having too little information. It’s separating signal from noise. #webmarketing123
- 5. Analytics Can Answer MANY Questions How many visitors do Problem Recognition we get to our What site? keyword searches led to visitors to Information Search our site? What is our ratio of new vs. returning Evaluation of visitors? Alternatives What are our most popular webpages? Purchase How many people Decisions fill out our “Contact us” form? What is my Purchase Average Order Value (AOV)? #webmarketing123
- 6. Including many questions “of the moment” Mobile What % of traffic is on mobile devices? Is that segment bouncing more? Converting less? Is your website mobile & tablet-friendly? Online/Offline Correlation How have offline marketing campaigns impacted website traffic and conversions? Content Marketing Strategy Which pieces of content are getting the most engagement? Use them in content nurturing programs or promote them on your site. #webmarketing123
- 7. But we have to walk before we can run. And we have to ask ourselves which questions are most closely tied to revenue and can make us a hero at our company. #webmarketing123
- 8. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 9. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 10. Evaluate Your Traffic Through the Lens of Keywords: Branded vs Non-Branded Head term vs Long Tail Organic vs Paid Clicks #webmarketing123
- 11. Branded vs Non-Branded Terms webmarketing123 bay area seo company webmarketing 123 digital maketing company web marketing 123 social media marketing #webmarketing123
- 12. Head Match vs Long Tail #webmarketing123
- 13. Organic vs Paid Search #webmarketing123
- 14. Organic vs Paid Search Stop paying for clicks… there goes your traffic #webmarketing123
- 15. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 16. You’ve produced content. Great. But is it actually driving conversions? #webmarketing123
- 17. Focus on Conversions, Not Traffic or Pageviews Goal & Event Tracking Goal Values Goal Funnels #webmarketing123
- 18. Analytics won’t track Conversions unless you set them up as Goals: Contact Us Forms Quick Inquiry Forms Call back requests Trial/Demo Registrations Webinar Registrations Downloadable Content behind a lead generation form Content not held behind a form (e.g. PDFs) Product Video Views Podcast or Webinar Downloads Specific Text Links (use event tracking) #webmarketing123
- 19. Goals vs. Events Goals: Events: • Visits to specific (Thank You) URL • Tracking clicks • Pages/Visit • Email links • Time on Site • PDF Download • Track Events as a Goal • Video Play #webmarketing123
- 20. Analytics won’t track Conversions unless you set them up as Goals or Events: Identify: Why?: • Who paused or fast-forwarded a video • Allows for quick lead/sales follow-up • Who downloaded a piece of collateral • Fuels lead nurturing programs • Who clicked on an ad • Enables effective retargeting ads • Who filled out a form #webmarketing123
- 21. Set Goal Values 1. Single Basic Value across all goals, e.g. “1” 2. Your actual average margin (or similar financial figure) 3. Calculated Value or Weighted Score, giving a score to the different conversions. This can actually be worth the time, as it forces you to measure the value of conversions. For example: Contact Us: 100 points Webinar attendance: 10 points E-book download: 5 points Blog Comment: 2 points #webmarketing123
- 22. Goal Funnels: Where in your process are your customers abandoning? #webmarketing123
- 23. Associate Revenue w/ Conversions Conversions: Multi-Channel Funnels: Top Conversion Paths #webmarketing123
- 24. Let’s Review: Define conversions for your business goals Establish goals in Analytics with a Thank You page for each! Set your goal values Observe your Funnel: Where do visitors abandon the goal path and analyze the data to determine why. #webmarketing123
- 25. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 26. Evaluate the Impact of Your Social Media More Data Same Cuteness #webmarketing123
- 27. Evaluate the Impact of Your Social Media #webmarketing123
- 28. Evaluate the Impact of Your Social Media #webmarketing123
- 29. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 30. Custom Dashboards #webmarketing123
- 31. Custom Dashboards Analyze metrics based on segments and time periods Measure: To assess: Visitor Behavior If keywords need to be re-prioritized Seasonality Shifts If landing pages need restructuring Traffic Source Activity If high bounce rates need to be addressed Bounce Rate #webmarketing123
- 32. Custom Dashboards #webmarketing123
- 33. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks #webmarketing123
- 34. Track your Long Tail & Campaign Keywords Through Regular Expressions #webmarketing123
- 35. Use what you’ve learned: Analyze which keywords are leading to more conversions and work to strengthen them in your links and content. Consider removing poor-performing keywords from your campaigns, and re- allocating resources to higher-performing paid or organic keywords. #webmarketing123
- 36. Webinar Agenda 1 Evaluate Your Traffic Through the Lens of Keywords 2 Creating Goals, Funnels and Setting Goal Values 3 Social Interactions / Conversions 4 Custom Dashboards 5 The Power of Regular Expressions 6 More Tips & Tricks (time permitting) #webmarketing123
- 37. Tips & Tricks Track goals retroactively A/B Test with Content Experiments (Website Optimizer has been retired) See what’s earning its keep on your site with In-Page Analytics #webmarketing123
- 38. Key Takeaways • Stay focused on outcomes: Analytics provides an amazing breadth of data. Start by looking at conversions and the keywords and traffic sources that are driving them • Customize for Greater Benefit: Effective tracking of your website traffic and visitor behavior has a direct impact on your conversion goals. Establish Goals and start measuring! • Bring discipline into your decision-making process: Select metrics to measure and monitor them via custom dashboards or auto-emailed reports. #webmarketing123
- 39. What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Alex.D@webmarketing123.com webmarketing123 facebook.com/webmarketing123 @webmarketing123
- 40. Regular Expressions Code snippets: Reg Ex for more than 3 words: ^s*[^s]+(s+[^s]+){3}s*$ Reg Ex for more than 2 words ^s*[^s]+(s+[^s]+){2}s*$ RegEx for Campaign Keywords: a|b| (phrase match) RegEx for Campaign Keywords + Variations: ^a$|^b$|^c$|^d$|^d$ (exact match) Walk-through: http://mz.cm/Mfd7Ds