Outsmart the Competition with Google Analytics

transcript

Confidential. Property of Noble Studios

NCET Tech Bite:

I. Super-quick overview of Noble Studios

II. Convince you that you NEED Google Analytics in order to succeed in 2014

III. Provide a killer framework for getting the most out of your web data

IV. Make it real with some cool examples

P.S. Don’t worry - you don’t have to remember everything we go over.

Visit NCET.org or the Noble Studios blog tomorrow to download this presentation

Today’s Agenda

#NobleStudios

Confidential. Property of Noble Studios 4

Fastest-Growing Private Companies in America

Inc. 500|5000

Best Places to Work Finalist

Northern Nevada Human Resources Association

2014 Business of the Year

Small Business Administration

Google AdWords & Analytics Certified Partner

Google

100+ Industry Awards

Webby Awards, ADDY Awards, W3C, Adrian Awards, Communicator Awards and more.

Recognition

Select Clients

Confidential. Property of Noble Studios 7

Approach

Research

Strategic Planning

Persona Development

Information Architecture

Design

Development

Marketing

Analytics

Optimization

MEASURE

#TooMuchData

90% of the data in the world was created in the last two years!

Every minute in 2014:

• Google receives over 4,000,000 searches.

• Facebook users share 2.5 million pieces of content.

• Twitter users tweet 300,000 times.

• Instagram users post 220,000 new photos.

• YouTube users upload 72 hours of new video content.

• Email users send over 200 million messages.

• Amazon generates over $80,000 in online sales.

Source: DOMO

We Live in a World of Data

The most successful companies in the world are leveraging data-driven strategies to

innovate, compete, and capture additional value from their customers.

Large Companies Know This

Better

Information

Improved

Decisions

Business

Nirvana!

The Data Promise

More DataTime

Investment

Lots of

Questions

Answers

Frustration!

The Data Reality

But…

What can small and mid-sized businesses do?

There’s Hope

Image source: Africa Hannibal

#AnalyticsToTheRescue

Your customers are online. You need to:

• Understand what is working.

• Fix what isn’t working.

• Calculate your site’s impact and value.

• Justify and encourage financial investment.

• Better understand your customers.

• Dominate your competition.

• Make more money.

Why Measure the Web

This is What I’m Talking About

Click on image to view video

• It’s FREE

• It’s powerful

• It’s easy to install

• It’s customizable to your business

• It’s just plain awesome

• Import offline data

• See customer demographics

• Segment visitors every which way imaginable

• Re-market non-converters

• And so much more!

Google Analytics = Your Best Friend

Installing GA – Step 1

1. Go to www.google.com/analytics.

2. Create a Google account or login to

an existing account.

1. Sign up for a Google Analytics

account.

2. Accept the terms of service.

1. Go to the admin section and then

click the tracking code link.

2. Grab the code and either:

1. Install directly on your website

(WordPress).

2. Have your tech person install on

your website.

#LetsRoll

We Don’t Want This

Image source: LSTS Blog

Or This…

Image source: YoYo Games

Some Advice…

Metric

Hypothesis

Experiment

#DataOverload

•How are you acquiring traffic to your website? What’s

working? What’s not? How are you prioritizing your

investment of time and money?Acquisition

•What is the behavior you are expecting when people

arrive? What pages should they see? How long should

they stay on the site? Are there certain actions they

should take?

Behavior

•What outcomes signify value to your business? A

download? A phone call? A qualified online lead? Signing

up for email promotions? Buying your product/service?Outcome

Focus Only On What Matters

Source: Occam’s Razor by Avinash Kaushik

Analytics Plan for the Small Business

Goals: Make money. Survive. Make more money.

Image source: Blog Marketing Academy

Acquisition

Cost per

Acquisition

Behavior

Bounce Rate

Behavior

Bounce Rate

Checkout

Abandonment Rate

Outcome

Conversion Rate

Analytics Plan for the Mid-sized Business

Goals: Optimize Campaigns.

Deeper Engagement. Multiple Outcomes.

Image source: Entrepreneur.com

Acquisition

Cost per

Acquisition

Click-

through

Rate (CTR)

Behavior

Bounce Rate

Checkout

Abandonment

Page Depth

& Loyalty

Outcome

Conversion

Image source: Occam’s Razor by Avinash Kaushik

#RealWorldExamples

Case Study #1

Client Type:

Small business in the health care field.

Question:

I’m spending $XXX per

month for an ad on Yelp.

Is it worth it?

Case Study #1

Findings:

Yelp traffic is much

more engaged.

Case Study #1

Findings:

And converts at a higher

Is it worth it? Do the

$XXX / 41 Conversions

= $CPA

Segment! Segment! Segment!

Tip #1

Case Study #2

Client Type:

Mid-sized consumer

product business.

Question:

Who are my best

customers?

Image source: Data Candy

Case Study #2

Findings:

Many 25-34 year olds

going to the website.

Men and women are

using the site equally.

Case Study #2

Findings:

But, wait…who’s

actually buying?

Case Study #2

Findings:

Dump the data in Excel.

The best converters are

actually over the age of

Get more of them!

Turn on demographics reporting.

Tip #2

Case Study #3

Client Type:

Mid-sized business in

the travel industry.

Question:

I’m running TV ads in

Los Angeles. Are they

driving traffic to my site

at all?

Image source: David Zanzinger

Case Study #3

Findings:

By annotating major TV

ad run dates in Google

Analytics, we can see a

correlation to increased

site traffic.

Case Study #3

Findings:

Traffic from LA is up 3x

as much as the site

average during the

campaign period.

Case Study #3

Findings:

Direct site traffic from

the LA market is up

Case Study #3

Findings:

Engagement and conversion rate from the LA

market are outperforming the site average.

Los Angeles is rockin!

Don’t fight or ignore traditional media efforts - help improve them!

Tip #3

Image source: Engage 321

#TricksandTips

Be Creative!

Discriminate!

Crystal

Brittany

Heather

Correlate!

Turn Insight Into Action

The goal is to turn data into information,

and information into insight.

- Carly Fiorina, Former CEO of HP

50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com

Thank You.Questions?

Outsmart the Competition with Google Analytics

Data & Analytics