geary lsf university presents: analytics basics
Post on 19-Oct-2014
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DESCRIPTIONGeary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
2TodayKPIsInputsUTMCustom variablesEventVirtual PagesCustom VariableEvents
UpcomingGoals & Conversion funnelsE-commerceReportingSegmentsDashboardsGA ProfilesBeyond AnalyticsInformation typesRolesContext
Thanks for joining the analytics session.
We are going to cover a range of topics during theses sessions from the specific Google Analytics, or GA, capabilities, talk about some case studies that are a little out of the norm and also talk about the context for using analytics.
While we are going to focus a lot on GA, the principals that we cover apply to all analytics tools. They do essentially the same thing, but in different ways.
much of the content, we will present as if you are the end user. This is to put you in the mind set of the client. 3Questions Analytic Can AnswerWith the proper set up
Traffic Sources Direct Referral domains Campaigns Social Search, Organic & paidContent Landing Pages Click path pages Exit pages Site speed Page drill downsPathVisitors Language New visitors Repeat visitors Location Time on SiteE-commerce Revenue Products Categories by dimensions Engagement Videos Content types Applications / Tools
Site Optimization Funnel / path analysis Goals Fall-out
Browsers DevicesOp system
4KPIsBefore we get into analytics, we're going to spend a bit of time on KPIs. Almost everyone knows that Key Performance Indicators are talked about a lot. But, sometimes we have to take a step back and understand the nuance of KPIs. We are going to look at them from a couple of perspectives:
1) Traffic version conversion
2) Performance (what your measured by) vs management KPIs (used to direct your efforts).
3) Cascading KPIs. Ensuring that your relavent to your boss's efforts. This we'll touch on here, but in a later session, there will be a section covering this specifically.5KPIs one way to look at themTraffic FocusedVisitsBounce RatePage views / visitDevice metricsVisitsRevenueSocial metricsShare of visits by property
Conversion FocusedSalesRevenueLTB%AOV% Product page viewsCart startCart abandonmentCart completion
as we look at the site KPIs, we can divide them into two categories: Traffic and Conversion. You see some examples of each here. As you loo at your programs, there may be others that you view as important.
One of the things we need to keep in mind is that, while we create these categories, the two are very tightly connected. The quality of the traffic driven can greatly affect the conversion KPIs, and the buy flow or funnel quality can have an impact on the efficiency of your traffic drivers.
Key here is to focus on those KPIs that you can affect with your day-to-day actions.
6KPI levelsCompany KPIsObjectives for the companyPerformance KPIsThese are the KPIs by which you are judged. RevenueGrowthROASManagement / Managing KPIsThese are the KPIs that you use to target your performance KPIsCPCConversion ratesClicks / trafficRankingsBy managing the combination of these KPIs, you can plan and achieve your performance targets.7 We all deal with different levels of KPIs. The Performance KPIs, and the management KPIs.
Performanc KPIs are the ones that we review annually, quarterly or sometimes monthly. These are directly related to the company goals / KPIs.
For most of us, we look at management KPIs much more often. These are the numbers that our actions directly affect and that we use to decide what our next actions should be.
For instance, if a PPC manager is responsible for specific revenue targets, Revenu is the performance KPI.
But, the manager will use other KPIs like conversion rates, CTR, cost per click, etc to manage their activities in an effort to hit the performance targets.
7Your KPIsHow are you measured / What are your performance KPIs?What are your Managing KPIs?Are they aligned?Who do you influence?Who influences you?
By setting up your KPIs, you can keep yourself focus, not get distracted.
Your performance KPIs are the ones that are used to determine if your are doing a good job.
The managing KPIs are the ones you use to assess you actions is your daily activity having the impact to achieve your performance goals (KPIs).8
Business case: Porsche Drives off-line on-lineImage correction: every dayTV, Print & DMDrive to siteCapture uploadsLocations upon submitEngagement with video and interactionTrack online leads to mail drops
The early marketing for porsche was focused on the young single guy. But they grew up, had families and started looking at other cars. So, porsche created PorscheEveryDay.com.9Porsche site10
It was a place for owners with families to load videos and photos and share stories about how they use the car every day. Porsche used offline media to target metro areas to encourage up loads for owners, and then target prospects to be driven to the site as well. They used Spot TV, direct mail, and local print.10Porsche Site: Correlates Online to offline
[Video embedded]They were then able to go into Google analytics and see where users were coming from.11Control the inputsStarting from the same place, going the same direction
12Control the InputsUTM parameters / Tracking codes on destination URLsCustom VariablesEvents / virtual pages 13
UTM ParametersTracking the inbound links 14UTM Parameters/ Tracking CodesCampaign Name (utm_campaign)Used forcampaign / programanalysis. Useutm_campaignto identify a specific product promotion or strategic campaign.Campaign Source (utm_source)Required. Useutm_sourceto identify a search engine, newsletter name, or other source.Campaign Medium (utm_medium)Required. Useutm_mediumto identify a medium such as email or cost-per- click.Campaign Term (utm_term)Used for paid search. Useutm_termto note the keywords for this ad.Campaign Content (utm_content)Used for A/B testing and content-targeted ads. Useutm_contentto differentiate ads or links that point to the same URL.Track and analyze inbound marketing Append to destination URLTracked within Google Analytics & Adobe 15
UTM Parameters 16UTM codes in GA17
Quick Quiz! Quiz Question: What are the five primary UTM parameters for Google Analytics
[Walk viewers through the video]
In GA you can see the utm dimensions at the different levels
You can also see different metrics for each dimension as well.
We can then build reports out of these dimensions.
The utm_content parameter value appears in the Ad Content dimension. This can be used to create custom segments (which will be covered in more detail with reports).
When we talk about reporting, we will discuss Custom Segment. But, I wanted to give you a preview into how you can practically apply the UTM parameters to create an analysis. By creating a convention for naming content (Ads / Content in this case), we can identify two segments and compare their impact and performance matrix to each other, or against a control group.
Elaborate on some applications
Display >> track creative variationsEmail >> track creative versions (text vs. html) or identify different links (header link, button link, body link, footer link)Social Media >> track time of posts or the phrases
Then you can use the All Traffic Sources report to view the Ad Content values.
18UTM ParametersBy using the utm_content parameter with good naming conventions, we can create segments for clean reporting
Upon selecting the custom segment, all our reporting will break out the performance of these two segment for comparison. This can be used in many different ways to compare different groups of traffic.19campaignmediumsourcecontenttermboardshorts_appcgoogletextad1term1boardshorts_appcyahootextady1term1boardshorts_bdisplay_premiumespnbs1_480x55boardshorts_bdisplay_dspdataxubs1_480x55boardshorts_bdisplay_dspadrollbs2_480x55boardshorts_bemailmembersbs2_copy1boardshorts_bemailmembersbs2_copy2
http://shop.volcom.com/Boardshorts/mens-boardshorts,default,sc.html?utm_campaign=boardshorts_b&utm_medium=email&utm_source=members&utm_content=bs2_copy2UTM Parameters 20
Custom VariablesEvery site is unique, so are the visitors You can collect/insert almost any kind of custom data into Google Analytics; As long as the data is available to you in the source code of a web page you can pass it to Google Analytics via a custom variable.
21Business case: Puma Custom VariableGoogle Analytics Case Study: PumaVisitor level Custom VariableBased on site categoryTracked variable value to goalsImproved conversions by over 7%
Custom variables can be set to identify which user experience a visitor had and how this relates to the conversions. Puma used this to tag one of four versions and then tracked the users, monitoring and benchmarking their performance against each other to optimize their efforts. 22How?Seeing Custom Variables in Google Analytics
_setCustomVar(1,experience, Version-0,1) _setCustomVar(1,experience, Version-1,1) _setCustomVar(1,experience, Version-2,1) _setCustomVar(1,experience, Version-3,1) Custom VariablesUnique characteristicsViewed certain type of contentMade a purchaseSubscribers / membersUser provided informationApplied at different levelsVisitorSessionPage 24Custom Variables/ eVars/ sProps ScopesVisitorStored in cookiesCarries across sessionSessionSet when visiting sitePersists across pages, but closes