Analytics – for the rest of us

Google Analytics - Measuring Results Beyond eCommerce

- KPI Definition (organize your data) -Insight Automation (keep listening) -GA / WebTrends / Analytics Training - Implementation and

Strategy- Data Visualization

Consultant- Real-time data streams

Former Employers and Clients

I Like Data … Facts

• How many times do you log into GA?– Daily, weekly, monthly, embarrassed, NEVER

• Who has implemented “Goals”?• Who uses another tool?• Who gets less than 100 visits a

week?

Awareness

Google Analytics Nirvana

Google Analytics Nirvana

I wish I knew how many people who called me …ordered?

Google Analytics Nirvana

And exactly how much revenue I was getting per Visit?

REALLY!?!?!?!

This is really just bragging …

Right ….

WRONG!!!

photo courtesy of Moofmonster.com

Our previous limits

Assure campaign tagging

On-site trafficReview sites

Death Trap

Email Marketing

What we have now

Upload Offline Advertising info

Track across experiences

Push review data

Upload Customer Information

Call Tracking

Upload Sales Data

Create Product Types

Digital Coupons

Social Reporting

Loyalty Cards

Service Reminders

NOW FOR THE TACTICS…

Setting up Campaigns

• Display Advertising• Guest Blog Posts• Emails• PPC• Press Releases

• Coupons• Bar Specials• Thank You Emails• Surveys• Call Tracking• POS Information

Campaign Worksheet

Tracking Online Campaigns

http://bit.ly/googcampaigntracker

www.sample.com/?utm_source=B2BLists&utm_medium=Postcards&utm_campaign=50%25%20off

Evaluating referring sites

Setting up Events

Goals

Setting Up Goals

Setting Up Goals

Setting Up Goals

Filtering your traffic

Annotations

Other helpful options

Content Experiments

photo courtesy of Moofmonster.com

Google Analytics upgrade path

1

2

Only option for new properties

Setup GA Tag Manager

Update Tag on pages

Define Custom Dimensions

• Advertising Attributes – Size, Color, Postcard Vendor

• Cost Dimensions• Customer Data• Page Information• Product Information

Define Custom Metrics

• Impression, Cost, Clicks from custom ad campaigns– Yellow Pages– Postcard campaigns– Cars.com advertising

• Offline Purchases– Appointments– Purchased Services

Upload Data

• Page: URL or Title• Product SKU: Price, Refund, Revenue• CampaignID: Medium, Path, Source,

Content, Group, Campaign, Keyword• Cost: source or medium

Our previous limits

Assure campaign tagging

On-site trafficReview sites

Utilize Goals

Death Trap Email Marketing

Utilize Goals

What we have now

Upload Offline Advertising info

Track across experiences

Push review data

Upload Customer Information

Call Tracking

Upload Sales Data

Call Tracking

Create Product Types

Digital Coupons

Social Reporting

Loyalty Cards

Service Reminders

Google Analytics Nirvana