mastering analytics and integrations - brightedge share 2016 speaking engagement
TRANSCRIPT
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Freddie Blicher | Sr. ManagerMarriott/Ritz-Carlton
Mastering Analytics and Integrations
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Sr. Manager, SEO - supporting Marriott & Ritz-Carlton
Worked in Web & Mobile Analytics– Implementation, QA & Reporting - Adobe, IBM Coremetrics, Google
Analytics, Webtrends
Worked in SEO– Mobile, Local, Technical & Analytics integrations with Brightedge
Linkedin.com/in/freddieblicher
About me
Mastering Analytics and Integrations
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@brightedge #share16
SEO Analytics is Complicated
Mastering Analytics and Integrations
Analytics Tool Implementation
Data Quality
Analytics Team Secure Search
Challenges
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How can we better optimize given these challenges?
How do we better correlate keyword rankings and landing page performance?
What view of our data can we use to audit and identify problem areas of our sites?
SEO Analytics Opportunities
Mastering Analytics and Integrations
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@brightedge #share16
Mastering Analytics and Integrations
What do we do and how do we get there?
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Mastering Analytics and Integrations
Solution: Integrate your Analytics data with Brightedge
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SEO Analytics - Getting your data ready for integration
Mastering Analytics and Integrations
Step 3
Create Reports & QA data
Step 2
Partner with your analytics team to create an accurate segment in your Analytics tool
Step 1
Partner with analytics team to define reporting requirements and metrics (using direct metrics)
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Analytics tools typically have 2 different types of metrics - Direct & Associated/Participation
Direct Metrics
Participation Metrics
Example: Customer enters a page from Google and books a room for $100– http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-omn
iture-sitecatalyst/
Step 1: Metrics - Direct vs. Associated/Participation
Mastering Analytics and Integrations
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Step 2: Segments can be complicated
Mastering Analytics and Integrations
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Best practice for an SEO Segment in your Analytics tool: – Marketing channel is/contains Natural Search– If using tracking parameters (Google My Business, Yext)
include in segment– Align with your Analytics team on 7 day last click, 30 day last
click, Multitouch attribution– Device type is All Device Type or by device - Other (Desktop),
Smartphone or Tablet devices– Define direct metrics by defining an action that happens only
once per visit Entry Page
Step 2: Best practices for getting the right SEO data
Mastering Analytics and Integrations
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Step 3: Create Analytics Reports & QA data
Mastering Analytics and Integrations
Try to follow Brightedge recommended integration
Determine which tool to use to create reports
QA & Sanity Check your data
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Completing Brightedge Integration
Mastering Analytics and Integrations
Step 3
Launch final reports
Step 2Fill 2 weeks of data in Brightedge & QA - you don’t want to load all data
and find issues
Step 1
Engage with your Brightedge Integration team
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After Integration
Mastering Analytics and Integrations
Brightedge page reporting integration with your analytics tool marries ranking data with page level analytics data
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Improved Page Level Reporting
Mastering Analytics and Integrations
One combined view of ranking data with analytics data
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Mastering Analytics and Integrations
How do we use this?
Combine your data sources
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Step 1
Mastering Analytics and Integrations
Pull “Keyword Reporting” data from Brightedge
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Step 2
Mastering Analytics and Integrations
Pull your page’s meta data from your crawling tool
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Step 3
Mastering Analytics and Integrations
Pull “Page Reporting” data from Brightedge
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Step 4
Mastering Analytics and Integrations
Combine your data sources in Excel
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Thank You & Questions
Mastering Analytics and Integrations