Agenda
• Intros
• Google Analytics – 10 Unique Ways to Measure ROI
• Google Analytics – Report Dive
• Benefits (You + Client)
• Q/A
Vertical Nerve
• Help businesses connect with their audience online
• Help them convert that audience into customers
– Search Marketing
– Analytics Consulting
– Online Services
– Mobile Services
Our Partnerships
• 7 Years SEM Experience with small, medium & large brands
• 100% in-house, certified consultants (no out-sourcing) • Millions in ad spend managed, always focused on ROI
• Certified Microsoft Advertising agency • Only Preferred Partner in Texas
Our Partnerships (cont.)
• 1 of 2 Certified Partners in Texas • Proven Expertise with Google Analytics for years • Consulting, Issue Support, Implementation, etc.
• 1 of 5 Nationwide Resellers • Proven expertise with helping large organizations
with analytics • New features, benefits for enterprise customers
Our Agency Partnerships
• Support Local Creative Agencies
• White-label and Disclosed Partnerships
• Technical & Analytics Expertise to Supplement Agency Strengths
Why Do We Need Analytics?
• Analytics helps you discover what works… …and STOP doing what doesn’t work.
Why Do We Need Analytics?
• Without Data, Only the HiPPO Remains!
(Highest Paid Person’s Opinion)
Why Do We Need Analytics?
• As an Agency:
– Clients want data-driven decisions in our econ.
– Benchmark success and prove ROI
– Learn from losing, don’t replicate
• As a Client:
– Say good-bye to “Spray & Pray” marketing
– Optimize ad spend towards concrete objectives
About Google Analytics
• Installed on over 10M sites worldwide
• 60% of Top 100k sites online
• Online Marketing ROI Hub
GA
Search
Display
Affiliate
Google Analytics in 2012
Google Analytics Standard
• Free & Easy to Use
• Real-time Reporting
• APIs
• Mobile Reporting
• Social Interaction Reporting
• Goal / E-com Tracking
• Custom Variables
• Right Choice for 99%
Google Analytics Premium
• Same Ease of Use
• Dedicated Support
• Uptime Guarantees / SLAs
• Attribution Modeling
• Doubleclick Integration
• Faster, Fresher Data
• Virtually No Data Caps
• Well Suited for Enterprises
How it Works
• Invisible page tag using JS & Cookies
• When those pages are viewed, the code runs behind the scenes, sending data to Google’s secure servers
• This data is processed and reported in Google Analytics
• Note: Data is not shared without permission
What Does GA Track?
• It Tracks a Visitor’s:
– Approximate Location (city)
– Browser and System Specs (OS, language, etc)
– Referral Information (previous site and/or query)
• It Does Not Track:
– Email Addresses
– Specific Locations
– Any Personally Identifiable Information
Google Proprietary 15
10 Unique Ways to Measure ROI
Track Mobile Success
• What % of a Site’s Traffic is from Mobile?
• How are those Visitors Performing? Segment!
• Look for High Bounce / Low Conversion Rates
Track QR Codes
To the website
GA Tells You Which : 1. Produced more sales 2. More Leads 3. More Registrations 4. More Social Interactions 5. More Downloads 6. More Profit!
Website
Track Social Interactions
• Google Analytics is quickly adding social data
• See when visitors on your site tweet, share, like, etc. & how those visitors compare to non-social visits
Track Offline Advertising
• Billboards
• TV ads
• Newspaper / Magazine
• Etc..
Optimize Purchase Flows
• Discover Points of Abandonment
• Optimize Drop-off Points
• Improve overall Conversion Rate
See How Channels Work Together
• New Multi-Channel Funnel Reports
Website
SEO
CRM Integrations
• Important for lead generation websites
• Campaign information all through the sales process
Visit
Campaign ABC
Lead
Campaign ABC
Sale
Campaign ABC
Watch Real-time Response
• New to GA in 2011
• Data within 2 seconds!
Track Website Speed
• Studies have proven, slow sites = less money
• GA now automatically tracks your page load times, so optimize your web experience
Executive Dashboards
• GA + Other Data
• Real-time Updates
• Web-based, Mobile Friendly
Examples of Success
Global Restaurant Chain
• Goals: 1. Use GA to benchmark against existing web
analytics tool 2. Granular tracking sought for fast-pace
online sales growth
• Results – New insight into up/cross sale items
• Ex: ingredients, appetizers)
– Conversations thru out process • Delivery vs. take outs • Drop off points
– Tracked against existing web analytics
Telecom Leader
• Using GA as frontend to data warehousing strategy
• Enable customer segmentation – By phone model, features, plan, etc..
• Products – Grid vs. List – Which products compared together – Availability
• Tracking Spend – Common measure across vendors
• Social • Banner • Display • Search
National Resort Company
• 150 Clubs and Resorts
• Track on-line revenue
– Tee-times, reservations, bookings, store sales, etc…
• Interactive touch-screens
– Pictures, Events, News, Club Updates, Awards
Century Old, Regional Auto Leader
• Scroll reach – Track how far down people scroll
(how many listings to show)
• Ad Content Effectiveness – Which Specials bring highest
return
• Conversation points – Service
– Trade-In estimates
– Dealer locater
– Etc….
Sample Reports
Google Proprietary 32
Goals & E-Commerce
Where the rubber hits the road…every website has one or more goals.
Google Proprietary 33
Goals: Funnel Reporting
• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Entering the funnel Leaving the funnel
Defined goal
Google Proprietary 41
Site Content: Visitor Navigation
Analyze how traffic moves through your site from entrance to exit
Google Proprietary 42
Site Content: In-Page Analytics
Optimize a page by analyzing usage metrics on all clickable items
Google Proprietary 43
Internal Site Search
• Understand how your users are searching on your site
• Increase ease of use and discovery
Google Proprietary 44
Automatically detect and surface significant changes in your key
performance metrics that you should be aware of.
Intelligence Reports
Google Proprietary
Customizable Alerts
45
Tell Google Analytics what you want it to watch for by setting daily, weekly,
and monthly triggers on different dimensions & metrics, and be notified by
email or directly in the Intelligence reports when they happen.
Google Proprietary 46
Pivoting
Pivot tables are no longer Excel magic, quickly cross-reference up to two metrics within one dimension against other dimensions
Google Proprietary 47
• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyse your traffic with predefined or customized segments
Advanced Segmentation
Google Proprietary
Custom Reporting
48
• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
Google Proprietary 49 49
Email Reports
• Schedule reports to be delivered via Email
• Select format (pdf, xls, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
Final Tips for Success
• Utilize a Web Analytics Measurement Model
• Find Metrics with Meaning (sales > hits)
• Care for Analytics Accounts
• Utilize Scheduled Email Reports
• Share Data within your Organization
Additional Resources
• Our Weekly Newsletter (leave your bus. card)
• Blogs
– http://analytics.blogspot.com (Official GA Blog)
– http://www.verticalnerve.com/blog
– http://www.kaushik.net/avinash/ (Pure Gold)
• Books
– Advanced Web Analytics with Google Analytics
– Web Analytics 2.0
You + Us
• How can we engage?
– GA Audits
• GREAT start, excellent insight has been provided
– Executive Forums
– Team / Client Trainings
– Analysis / Insights
– Analytics Strategy
Q & A