Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google
8 likes3,190 views
The document discusses using data from Google Analytics to identify opportunities for improvement. It emphasizes that while data can show numbers and metrics, context is needed to understand what the numbers mean and where to take action. The document provides examples of how setting goals and creating segments in Google Analytics can help pinpoint specific issues, such as a high bounce rate from a particular referral source on a specific page. This level of insight from data allows analysts to target improvements more effectively and evolve from just analyzing data to activating changes.
Gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google
- 1. Opportunities in Numbers Swimming through the primordial soup of data Beth Liebert Google Analytics Product Manager Google Confidential and Proprietary 1
- 2. 2005 Google Analytics Master Class 2010 #gamc
- 3. 2005 Google Analytics Master Class 2010 #gamc
- 4. 2010 Google Analytics Master Class 2010 #gamc
- 5. The Web Analytics Challenge Questions & Numbers: Yes Answers & Insights : No Google Analytics Master Class 2010 #gamc
- 6. Data Rich, Information Poor Campaign Tagging Cost Data Link Daily Visitors Organic traffic Content by title Visitor Loyalty Time on Site Domains Regex Filters Account Mangemen Launguage Browser and Platform Multiple Variables SiteCPC Clicks User Defined Java Enabled Overlay Keywords % Returning GoalSite ComparisonPath Visitors 1 Reverse Goal Benchmarking Depth of Visit Content Drilldown Motion Charts Pages/Visit Advanced Segments Funnel Visualization Browser and Platform Multiple Varia Map Overlay Dashboard Java Enabled Site Overlay Annotations ROI Mobile traffic Custom Reports Goal Tracking Date ComparisonTracking Reverse Goal Path Pages/Visit Event Tracking Source/Medium Referrers Pie Charts Advanced Segments Custom Reports Source/Medium Pivot Tables Operating System Google Analytics Master Class 2010 #gamc
- 7. Data Rich, Information Poor Goal 1 Google Analytics Master Class 2010 #gamc
- 8. Defining Goals: How do you measure success? Primary Goals E-Commerce Non-Profit Completed orders Visits with donations Content Sharing Blog Visits with uploads Feed subscribers Google Analytics Master Class 2010 #gamc
- 9. Google Analytics Master Class 2010 #gamc
- 10. Primary Goals + Your Opportunity Primary goal How do you measure success here? conversions Google Analytics Master Class 2010 #gamc
- 11. Different Visits, Different Purposes % completed orders bounced abandoned checkout Why? support account Were users able to find signup the right contact info? product What influenced users to research signup for accounts? Are users engaged with the content? Google Analytics Master Class 2010 #gamc
- 12. How do you measure success? Primary & Secondary Conversions E-Commerce Non-Profit Completed orders Visits with donation + product research + volunteer signups + account signups + brochure downloads + calls to support + visits to events pages Content Sharing Blog Visits with uploads Feed subscribers + premium signups + visits with comment + pages / visit + ad clicks + referrals from twitter + uplift in clicks to main site Google Analytics Master Class 2010 #gamc
- 13. Optimize secondary goals to drive primary conversions Google Analytics Master Class 2010 #gamc
- 14. Screenshot: Google Store site Google Analytics Master Class 2010 #gamc
- 15. How can I measure goals using Google Analytics? E-Commerce Completed orders + product research + account signups + clicks to support Google Analytics Master Class 2010 #gamc
- 16. Setting Goals in Google Analytics Edit Profile > Goals Google Analytics Master Class 2010 #gamc
- 17. Different Goal Types in Google Analytics Google Analytics Master Class 2010 #gamc
- 18. Engagement Goals: Users visiting >4 pages 4 Google Analytics Master Class 2010 #gamc
- 19. What does it mean? Google Analytics Master Class 2010 #gamc 19
- 20. Context turns data into opportunities Google Analytics Master Class 2010 #gamc
- 21. What does it mean? Google Analytics Master Class 2010 #gamc 21
- 22. Context gives data meaning Google Analytics Master Class 2010 #gamc 22
- 23. Context: Your Competition Google Analytics Master Class 2010 #gamc 23
- 24. Context: Your Competition Google Analytics Master Class 2010 #gamc 24
- 25. Now I know where to dig deeper Goal: “Visited > 4 pages” Google Analytics Master Class 2010 #gamc 25
- 26. Ah-ha! Most visits never get past the first page! Google Analytics Master Class 2010 #gamc 26
- 27. Show me the biggest opportunities for improvement Google Analytics Master Class 2010 #gamc 27
- 28. Once you’ve pinpointed the problem, dig deeper with segments Google Analytics Master Class 2010 #gamc
- 29. Dig Deeper & Segment Google Analytics Master Class 2010 #gamc 29
- 30. This page doesn’t seem so bad, right? Google Analytics Master Class 2010 #gamc 30
- 31. Overall traffic only answers overall questions EL PF UL NO TH Google Analytics Master Class 2010 #gamc 31
- 32. Dig Deeper: Create a segment High Bounce Rate: Search Page Google Analytics Master Class 2010 #gamc 32
- 33. Dig Deeper: Create a segment High Bounce Rate: Search Page High Bounce Rate: Search Page Google Analytics Master Class 2010 #gamc 33
- 34. Segment applied: BAM! Nearly all the bouncing visits to the search page are from blogger! Google Analytics Master Class 2010 #gamc 34
- 35. Is this what bloggers are looking for? Google Analytics Master Class 2010 #gamc 35
- 36. Target that landing page to your segment Google Analytics Master Class 2010 #gamc 36
- 37. The evolution of analysis Am I selling stuff? How many users visit more than 4 pages? How does that compare to last month? To my competition? Which landing pages should I focus on improving first? Response: Target my landing page to bloggers Google Analytics Master Class 2010 #gamc
- 38. Analyst -> Activist Google Analytics Master Class 2010 #gamc
- 39. Nothing persuades like good data Google Analytics Master Class 2010 #gamc
- 40. Thank You! www.google.com.my/analytics www.google.com.sg/analytics Google Confidential and Proprietary 40