PRSA Kansas analytics presentation

Tips & techniques for makingthe most of analytics

David Kamerer, PhD, APRAssociate ProfessorLoyola University Chicago

Follow me on Twitter @davidkamerer

An ocean of data,a teacup of insights

Three-step model:

•What•So what•Now what

Tip: Get more clicks in the bucket

Extend the time frame

Examine more rows

Acquisition: a healthy diet

Direct: 20%Search: 40-50%Referral: 20-30%Campaigns: 10%

Source: Avinash Kaushik

Direct traffic

Short, easy URL

Use URL in offline materials

Search traffic

Tip: use Yoast plug-in for WordPress

Tip: activate Google Webmaster Tools for additional keyword intelligence

Tip: activate site search

Referral traffic

Treat like a media relations problem

Tip: subscribe to Moz and use Open Site Explorer to map referring sites

Tip: use your own analytics to map referring sites

Campaign traffic

Can include: social, email, AdWords, banner, all marketing activity that you control

Tip: Tag your URLs with Google URL Builder

Tip: Respect the hub-and-spoke model

Improve your content

Tip: Identify and improve top failure points

Mobile performance

Tip: Monitor and plan

Conversions

These can include:•Downloads•Sign-ups•Social follows•Filling out a form•Donations•Ecommerce

Tip: set goals in analytics

Limitations of the clickstream

Was it a good experience?

The good bounce

The bad long session

Voice of the customer

Qualitative data

HotJar demo

HotJar offer

use DAVID1FREE as a code in the chat to get a free month of HotJar Pro

My offer

Work with my students by sharing your data

Thank you

@davidkamerer