Using Data to Impact Your Customer's Journey
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The document outlines methods to leverage Google Analytics data for enhancing customer journey insights, emphasizing the importance of understanding digital audiences through demographic and behavioral data. It provides guidelines on tracking campaigns with UTM parameters, building custom reports, and optimizing the customer lifecycle journey. Additionally, it highlights common mistakes in campaign tracking and suggests additional resources for further learning.
Using Data to Impact Your Customer's Journey
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- 2. METHOD SAVVY - ALL RIGHTS RESERVED U S I N G D A T A T O I M P A C T Y O U R C U S T O M E R ’ S J O U R N E Y 2
- 3. 3 G W Y N N E B A R R Y D I R E C T O R O F M A R K E T I N G A U T O M A T I O N M E T H O D S A V V Y G W Y N N E @ M E T H O D S A V V Y . C O M @ G W Y N N E M U R P H Y
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- 5. 5 Get to know your digital audience on a deeper level.
- 6. 6 We need to know our audiences on a deeper level so we can understand what they think, how they think, what they believe and what their guiding principles are.
- 7. 7 A L L T H A T D A T A … T H E R E ’ S S O M U C H D A T A
- 8. Google Analytics Data Hierarchy 8 • Pageview: an instance of a page being loaded/reloaded in a browser • Session: a group of interactions that occur on your site during a given time span, usually 30 minutes; usually is categorized as a user’s visit to your website • User: a person visiting your website identified by a browser instance • User Type: New Visitors = visit by new user whose session was marked as a first-time session Returning Visitors = visits by returning users whose session is not their first- time session
- 9. 9 Over 50 standard reports are available within Google Analytics.
- 10. Report: Audience > Demographics > Overview 10 G O O G L E A N A L Y T I C S D E M O G R A P H I C S D A T A *Google Analytics all users from May 1 – Jul 25th 2018
- 11. Report: Audience > Demographics > Age 11
- 12. Report: Audience > Demographics > Gender 12
- 13. Report: Audience > Interests > Affinity Categories 13 G O O G L E A N A L Y T I C S A F F I N I T Y C A T E G O R Y
- 14. Report: Audience > Interests > In-Market Segments 14 G O O G L E A N A L Y T I C S I N - M A R K E T S E G M E N T S *Google Analytics all users from May 1 – Jul 25th 2018
- 15. Report: Audience > Interests > Other Categories 15 METHOD SAVVY - ALL RIGH G O O G L E A N A L Y T I C S O T H E R C A T E G O R I E S *Google Analytics all users from May 1 – Jul 25th 2018
- 16. Report: Audience > Geo > Location 16
- 17. Report: Audience > Technology > Browser & OS 17
- 18. 18 Report: Audience > Mobile > Overview
- 19. 19 Report: Audience > Mobile > Devices
- 20. Report: Audience > Benchmarking 20
- 21. Report: Acquisition > Google Ads > TreeMaps 21
- 22. Report: Behavior > Behavior Flow 22
- 23. Report: Behavior > Behavior Flow 23
- 24. Report: Acquisition > Search Console > Queries 24
- 25. Report: Behavior > Site Search > Search Terms 25
- 26. Report: Behavior > Site Content 26
- 27. Report: Behavior > Site Content 27
- 28. Report: Behavior > Site Content 28
- 29. Report: Behavior > Site Content 29
- 30. Report: Acquisition > All Traffic > Source/Medium 30
- 31. Report: Acquisition > All Traffic > Source/Medium 31
- 32. Report: Conversions > Multi-Channel Funnels > Top Conversion Paths 32
- 33. 33 Take your Google Analytics data to the next level and make it actionable. Filters Custom Campaigns Goals Google Tag Manager Custom Reports
- 34. Admin > Filters 34 • Set up a filter that suppress internal company traffic and behaviors from your analysis with an IP address filter • Use filters to identify insights for high-value segments. For example, the traffic that spends the most time on your website.
- 35. Exclude Internal IP Filter 35
- 36. Track Custom Campaigns 36 • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, facebook, billboard • utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter • utm_campaign: The individual campaign name, marketing program/initiative, etc. for a product/company • utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword • utm_content: Used to differentiate similar content, or links within the same ad. (e.g. two call-to-action links, A/B tests)
- 37. Track Custom Campaigns 37 • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, facebook, billboard • utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter • utm_campaign: The individual campaign name, marketing program/initiative, etc. for a product/company • utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword • utm_content: Used to differentiate similar content, or links within the same ad. (e.g. two call-to-action links, A/B tests)
- 38. Avoid These 6 Common Mistakes with UTM Parameters 38 • Not following a consistent naming convention for UTM parameters • Mixing lowercase and uppercase letters • Making UTM parameter values difficult to read in campaign reports • Incorrectly using ? , = and & symbols in UTM parameters • Not testing tagged links before using them • Creating unique campaign names for each medium and source
- 39. Campaign Tracking Examples in Google Analytics 39 Use lowercase consistently to aggregate dataUse the same campaign name across sources & mediums
- 40. Report: Real-Time > Overview 40
- 41. Example URL With Custom UTM Parameters 41 http://www.example.com/? utm_source=hubspot&utm_medium=email&utm_campaign=summer- sale http://www.example.com/? utm_source=facebook&utm_medium=social&utm_campaign=summer- sale http://www.example.com/? utm_source=facebook&utm_medium=paid+social&utm_campaign=sum mer-sale
- 42. Google Analytics Campaign URL Builder 42 https://ga-dev-tools.appspot.com/campaign-url-builder/
- 43. • Build and keep track of your campaign URLs in a single location 43 Google Sheet Campaign URL Tracking Template
- 44. Use Goals to Quantifiably Measure Business Objectives 44 • Important conversion points marked by the transition from the important something to a thank you page or confirmation page
- 45. Report: Conversions > Reverse Goal Path 45
- 46. Report: Conversions > Funnel Visualization 46
- 47. Report: Conversions > Goal Flow 47
- 48. Google Tag Manager 48 • Manage multiple tracking and marketing tags on your website through one portal • Quickly and easily update the tags and code snippets • Advanced configuration settings provide ample opportunities for measurement, including scroll depth tracking and engagement timers
- 49. 49 Even more custom reports and dashboards designed by experts are available through the Google Analytics Solutions Gallery.
- 50. 50 Using your Google Analytics insights to optimize your customer lifecycle journey.
- 51. Customer Lifecycle Journey 51 A W A R E N E S S C O N S I D E R A T I O N E V A L U A T I O N D E C I S I O N P O S T - S A L E S / O N B O A R D I N G
- 52. Customer Lifecycle Journey 52 A W A R E N E S S C O N S I D E R A T I O N E V A L U A T I O N D E C I S I O N P O S T - S A L E S / O N B O A R D I N G A D O P T I O N S A T I S F A C T I O N R E T E N T I O N L O Y A L T Y A D V O C A C Y
- 53. 53 F I N A L T A K E A W A Y S
- 54. 54 Moving from CRO to LTV is a proactive relationship move.
- 55. 55 Strategic business decisions require a long-term view that a single month’s data may skew.
- 56. 56 Combine your Google Analytics data, social metrics and financial data for a comprehensive view of your business.
- 57. Additional Resources 57 • Google Analytics Academy https://analytics.google.com/analytics/academy/ • Google Trends https://trends.google.com/trends • Crazy Egg https://www.crazyegg.com/ • Hotjar https://www.hotjar.com/ • Quantcast Measure https://www.quantcast.com/products/measure-audience- insights/ • Moz https://moz.com/free-seo-tools • HubSpot Website Grader https://website.grader.com/
- 58. T H A N K S 58 G W Y N N E B A R R Y G W Y N N E @ M E T H O D S A V V Y . C O M @ G W Y N N E M U R P H Y