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Crea%ve  Analysis  with  Google  Analy%cs  October  25th,  2011  

Jesse  Nichols  Partner  Program  Manager,  Google  Analy%cs  

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(re)  Introduc%on  to  analysis  

Segments,  simplified  

Analysis  made  easy  by  a  tool  built  for  discovery  

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(re)  Introduc%on  to  analysis  

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“Business  Analy8cs:  the  con%nuous  itera%ve  explora%on  and  inves%ga%on  of  past  business  performance”    -­‐Hans  Peter  Luhn  IBM,  1958  

“…  in  order  to  pass  judgment  on  business  decisions  and  make  beVer  decisions  in  the  future.”    -­‐  Me,  just  to  be  clear  

Analysis  

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Judgment  needs  a  bar  against  which  to  measure  Analysis  requires  goals  

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Measure  the  influencers  to  the  point  of  diminishing  returns  Goals  don’t  exist  in  a  vacuum  

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Why  should  we  measure  all  that?  

Conversion  rate  =  10%!    

Failure  rate  =  90%  

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Nuances  complete  the  story  

•  Sales  Lead  •  Membership  •  Content  sharing  •  Task  comple%on  

Key  Performance  Indicators  Actual  Performance  Metric  

•  Revenue.  

•  Product  interac%on  •  Key  pages  or  func%ons  •  Videos  or  “media  investments”  •  Ease  of  conversion  process  •  Website  layout  /  design  

Performance  Influencers  

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Discovering  ever  more  informa8ve  segments  within  your  data  Great  Analysis  

Segment  =  A  subset  with  one  thing  in  common    

Advanced  Segment  =  A  subset  with  two  things  in  common    

Really  Advanced  Segments  =  An  extremely  specific  subset  

Which  of  my  social  efforts  drive  more  new  members  on  the  west  coast,  and  does  it  maVer  if  they  arrive  in  the  morning  or  evening?    

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Segments,  simplified  

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Defining  Characteris%cs  

Visitor  Characteris%cs  

Visit  Characteris%cs  

Ac%ons  (metrics)  

What  characteris8cs  can  a  group  have  in  common?  

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converters  

pre-­‐converters  

blocked  converters  

never-­‐intended-­‐to  converters  

have-­‐their-­‐own-­‐defini%on-­‐of  converters  

Rela%onship  to  conversions  

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Analysis  made  easy  with  a  tool  built  for  discovery  

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“…  grant  me  the  serenity  to  accept  the  things  I  can’t  change,  the  courage  to  change  the  things  I  can,  and  the  wisdom  to  know  the  difference.”  

1.  What  is  in  my  control  to  change?    

2.  What  am  I  willing  to  change?  

3.  What  is  the  expected  impact  of  a  change?    

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Search  

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Social  

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Landing  Pages  

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Campaigns  

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Geography  

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Ques%ons?