gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google

Google Confidential and Proprietary 1

Opportunities in Numbers Swimming through the primordial soup of data

Beth Liebert Google Analytics Product Manager

Google Analytics Master Class 2010 #gamc

2005


2010


The Web Analytics Challenge

Questions & Numbers: Yes Answers & Insights : No


Data Rich, Information Poor

Daily Visitors Organic traffic

Visitor Loyalty Time on Site Domains Launguage

User Defined

Campaign Tagging Cost Data Linking

Content by title

Regex Filters Account Mangement

CPC Clicks Keywords

Site Comparison Benchmarking

Motion Charts Depth of Visit Content Drilldown

Funnel Visualization

Map Overlay Dashboard Annotations

Date Comparison

Referrers Pie Charts

Pivot Tables Operating System

Browser and Platform Multiple Variables

Java Enabled Site Overlay

% Returning Visitors Reverse Goal Path

Pages/Visit Advanced Segments

Custom Reports

Source/Medium

Browser and Platform Multiple Variables

Java Enabled Site Overlay ROI

Goal Tracking Reverse Goal Path

Pages/Visit

Advanced Segments

Custom Reports Source/Medium

Goal 1

Mobile traffic Tracking

Event Tracking


Data Rich, Information Poor

Goal 1


Defining Goals: How do you measure success? Primary Goals

Completed orders

E-Commerce

Visits with uploads

Content Sharing

Visits with donations

Non-Profit

Feed subscribers

Blog


Primary goal conversions

Primary Goals

How do you measure success here?

+ Your Opportunity


% completed orders

Different Visits, Different Purposes

product research

account signup

support

abandoned checkout

bounced

Are users engaged with the content?

Were users able to find the right contact info?

Why?

What influenced users to signup for accounts?


How do you measure success? Primary & Secondary Conversions

Completed orders

+ product research

+ account signups

+ calls to support

E-Commerce

Visits with uploads

+ premium signups

+ pages / visit

+ referrals from twitter

Content Sharing

Visits with donation

+ volunteer signups

+ brochure downloads

+ visits to events pages

Non-Profit

Feed subscribers

+ visits with comment

+ ad clicks

+ uplift in clicks to main site

Blog


Optimize secondary goals to drive primary conversions


Screenshot: Google Store site


How can I measure goals using Google Analytics?

Completed orders

+ product research

+ account signups

+ clicks to support

E-Commerce


Setting Goals in Google Analytics Edit Profile > Goals


Different Goal Types in Google Analytics


Engagement Goals: Users visiting >4 pages

4

Google Analytics Master Class 2010 #gamc 19

What does it mean?


Context turns data into opportunities


What does it mean?


Context gives data meaning


Context: Your Competition


Now I know where to dig deeper

Goal: “Visited > 4 pages”


Ah-ha!

Most visits never get past the first page!


Show me the biggest opportunities for improvement


Once you’ve pinpointed the problem, dig deeper with segments


Dig Deeper & Segment


This page doesn’t seem so bad, right?


Overall traffic only answers overall questions

NOT HELPFUL


Dig Deeper: Create a segment

High Bounce Rate: Search Page


Dig Deeper: Create a segment




Segment applied: BAM!

Nearly all the bouncing visits to the search page

are from blogger!


Is this what bloggers are looking for?


Target that landing page to your segment


Am I selling stuff? How many users visit more than 4 pages?

How does that compare to last month? To my competition?

Which landing pages should I focus on improving first?

The evolution of analysis

Response: Target my landing page to bloggers


Analyst -> Activist


Nothing persuades like good data

Google Confidential and Proprietary

Thank You!

www.google.com.my/analytics www.google.com.sg/analytics

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gamc2010 00 - google analytics master class 2010 keynote - beth liebert - google

Technology

opportunityprimary goal

data rich

different visits

secondary goals

different goal types

engagement goals

overall traffic

bouncing visits