hello is anyone out there? using web analytics to understand your audience - red1 #heweb10

Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience

Kyle Jameskyle@nucloud.com

twitter.com/kylejameslinkedin.com/in/jameskm03

kyle-james.comdoteduguru.com

nuCloud.comhubspot.com

No Need To Take Notes

doteduguru.comdoteduguru.com/web-analytics

Why Am I Talking to You?

?

Points to Cover

• Building the Argument• Key Performance Indicators (KPI)• Understanding Key Terminology• All Things Google Analytics• Additional Analytics• 4 Rules of Analytics

If a tree falls in a forest and noone is around to hear it, does it

make a sound?

Are you listeningto what your

visitors tell you?

?How are you making web decisions?

What is Important?

Possible Important Items

Admission Specific• Apply to College• Schedule a Campus Visit• Request Info• Download the Viewbook• Take a Virtual Tour

General Goals

• Sign up for email updates• Watch Videos• Subscribe to RSS• Become Facebook Fan• Join LinkedIn Group• Read Blogs

Key Performance Indicators

Understanding Analytics Terms

Understood Terms

•Visits•Pages/Visit•Absolute Unique Visits•% New Visits•Traffic Source•Landing Page

Misunderstood Terms

•Pageviews•Avg. Time on Site•Bounce Rate•Exit Rate•Traffic Types

Pageviews

not a meaningful statistic

Avg. Time on Site

Bounce Rate / Exit Rate

Bounce Rate Exit Rate

* a Bounce is always an Exit, but an Exit is not always a Bounce

Traffic Types

Benchmarking

Benchmarking

http://nucloud.com/edurank/

BenchmarkingGoogle Analytics

Law & Government -> Education -> Colleges & Universities

Choosing an Analytics Package

Choosing an Analytics Package

Why Google Analytics is Free

• 98% of Google’s Revenue comes from advertising

• The more they know the better ads they can serve up and better user behavior

• Very tight integration with Google AdWords

Installing Google Analytics

Installing Google Analytics

SiteScanhttp://www.sitescanga.com

WASPhttp://webanalyticssolutionprofiler.com/

Data Overload?

• Segment• Filter

Google Analytics

Profile• Up to 100 Profiles

• with www or without

• Setup Default page

• Exclude URL Query

• Setup Site Search

Google Analytics Profile

Standardizing Data

What’s wrong with this picture?

Standardizing Data

Standardizing Data

www.doteduguru.comor

doteduguru.com

Sub-domain Traffic Filter

FilterBecause you don’t

always want everything

Including All Domains Traffic Filter

Exclude IP Traffic Filter

Directory Filter

Country Filter

Full Referral URL Filter

Tracking and Tagging

Destination URL Tagging

When to Tag URLs

1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking

Destination URL Builder Spreadsheet

1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking

http://bit.ly/URL_Builder

Tracking Links

Tagging Audience Segments

Reports

Site Search Report

Keyword Report

Content by Title Report

Referring Sites Report

404 Error Page Report

Goal Conversions

Wait…There’s more

Offline Campaigns

Blogs

RSS Statistics

ShareThis Tracking

Web Analytics 2.0

Ask Your Audience

Monitor Social Media Growth

Monitor Social Media Growth

Video Analytics

Monitoring Online Identity

RSS and Alerts

Viral Campaigns

Final Thoughts

Web Analytics Rule #1“Always Be Testing”#

1

Web Analytics Rule #2

“Don’t get caught up in the

numbers. Look at the TRENDS”

#2

Web Analytics Rule #3“Setup a reporting schedule

and track key metrics”#3

Web Analytics Rule #4“Set Goals”#

4

Setting Goals• X campus visits scheduled a

month

• X number of viewbooks downloaded a month

• Lower bounce rate on specific landing page X% over next month

• Get donor email campaign to generate X amount over next month

• Increase our video exposure X% for next month

• Promote and increase presence on a social network by X%

Higher Ed Analytics Revolution

http://higheredanalytics.com/analytics/

Additional Reading

• doteduguru.com/web-analytics

• Occam’s Razor - www.kaushik.net/avinash/

• Trending Upwards by Shelby Thayer - www.trendingupward.net/

• Google Analytics Blog analytics.blogspot.com/

Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience

Kyle Jamesjameskm03@gmail.comtwitter.com/kylejames

linkedin.com/in/jameskm03

kyle-james.comdoteduguru.com

hubspot.comnuCloud.com

Questions?