Mastering Analytics and Integrations - Brightedge Share 2016 Speaking Engagement

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Freddie Blicher | Sr. ManagerMarriott/Ritz-Carlton

Mastering Analytics and Integrations

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Sr. Manager, SEO - supporting Marriott & Ritz-Carlton

Worked in Web & Mobile Analytics– Implementation, QA & Reporting - Adobe, IBM Coremetrics, Google

Analytics, Webtrends

Worked in SEO– Mobile, Local, Technical & Analytics integrations with Brightedge

Linkedin.com/in/freddieblicher

About me

Mastering Analytics and Integrations

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SEO Analytics is Complicated

Mastering Analytics and Integrations

Analytics Tool Implementation

Data Quality

Analytics Team Secure Search

Challenges

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How can we better optimize given these challenges?

How do we better correlate keyword rankings and landing page performance?

What view of our data can we use to audit and identify problem areas of our sites?

SEO Analytics Opportunities

Mastering Analytics and Integrations

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Mastering Analytics and Integrations

What do we do and how do we get there?

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Mastering Analytics and Integrations

Solution: Integrate your Analytics data with Brightedge

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SEO Analytics - Getting your data ready for integration

Mastering Analytics and Integrations

Step 3

Create Reports & QA data

Step 2

Partner with your analytics team to create an accurate segment in your Analytics tool

Step 1

Partner with analytics team to define reporting requirements and metrics (using direct metrics)

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Analytics tools typically have 2 different types of metrics - Direct & Associated/Participation

Direct Metrics

Participation Metrics

Example: Customer enters a page from Google and books a room for $100– http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-omn

iture-sitecatalyst/

Step 1: Metrics - Direct vs. Associated/Participation

Mastering Analytics and Integrations

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Step 2: Segments can be complicated

Mastering Analytics and Integrations

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Best practice for an SEO Segment in your Analytics tool: – Marketing channel is/contains Natural Search– If using tracking parameters (Google My Business, Yext)

include in segment– Align with your Analytics team on 7 day last click, 30 day last

click, Multitouch attribution– Device type is All Device Type or by device - Other (Desktop),

Smartphone or Tablet devices– Define direct metrics by defining an action that happens only

once per visit Entry Page

Step 2: Best practices for getting the right SEO data

Mastering Analytics and Integrations

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Step 3: Create Analytics Reports & QA data

Mastering Analytics and Integrations

Try to follow Brightedge recommended integration

Determine which tool to use to create reports

QA & Sanity Check your data

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Completing Brightedge Integration

Mastering Analytics and Integrations

Step 3

Launch final reports

Step 2Fill 2 weeks of data in Brightedge & QA - you don’t want to load all data

and find issues

Step 1

Engage with your Brightedge Integration team

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After Integration

Mastering Analytics and Integrations

Brightedge page reporting integration with your analytics tool marries ranking data with page level analytics data

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Improved Page Level Reporting

Mastering Analytics and Integrations

One combined view of ranking data with analytics data

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Mastering Analytics and Integrations

How do we use this?

Combine your data sources

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Step 1

Mastering Analytics and Integrations

Pull “Keyword Reporting” data from Brightedge

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Step 2

Mastering Analytics and Integrations

Pull your page’s meta data from your crawling tool

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Step 3

Mastering Analytics and Integrations

Pull “Page Reporting” data from Brightedge

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Step 4

Mastering Analytics and Integrations

Combine your data sources in Excel

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Thank You & Questions

Mastering Analytics and Integrations