Google-Analytics Demo

Analytics
Making the Data work for the Business
© EduPristine – www.edupristine.com
© EduPristine Digital Marketing
Learning Outcomes
 To define the goals of your property

 To drilldown the goals into measurable metrics through KPIs
 To track these goals in Google Analytics
 To use Google Analytics for understanding Consumer Behavior
© EduPristine Digital Marketing 1

Key to Scalable traffic
 Measure
 Monitor
 Scale

What is digital analytics?
 Digital analytics is the analysis of qualitative and quantitative data from your business and the
competition to drive a continual improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes (both online and offline)

Measurement of Data

Problems faced by Marketers when working with data
 Figuring out what data to measure

 Classifying data into different buckets
 Maintaining Sanity
 We go with the HIPPO anyway

What do you measure?

Data and Taxonomies
 What do you keep measuring?

 What do you monitor?

What can correct data do for you?

Data can address concerns such as ...
 Who is my audience?  Where is my audience?
 How will they find me online?

 Do they like me?  Are they a valuable customer?

 How do I stack up against the competition?

 How can I plan for the future?

The Web Analytics Process

The Web Analytics Process
Define
Goals
Implement Build KPIs
Test Collect
Alternatives Data
Analyze
Data

Continual Improvement Process
 The whole process starts with measurement. How many people are completing the customer
journey? And where along that journey are you losing or retaining customers? In a nutshell, the
measurement stage is all about collecting the data needed to answer your business questions.
 Next, we need to do reporting to package the data in a readable format and then get information
out to decision makers so that they can be empowered with the information they need to
make business decisions. This often happens by developing and distributing premade reports
or dashboards.
 Then analysis has to happen. Analysis can be as simple as identifying larger trends, but it can also
be complex, including deep segmentation of your data or competitive analysis comparing your
performance to an industry benchmark.
 Testing is the next phase of the process. This is where you try different solutions to the problems
you identified during your analysis. Testing is critical because it takes opinions out of the decision-
making process for discovering improvement opportunities.
 Finally, you repeat what you learn from this whole process and you improve.

Define Goals
 Why is this website made?

 What do we want our customers to do? Define
Goals
 What is our complete sales process/funnel like? Where does
the website fit in this?
 What is the priority in multiple goals? Implement Build KPIs
Test Collect
Alternatives Data
Analyze
Data

Build Key Performance Indicators (KPIs)
Good KPIs should be

 Simple Define
Goals
 Relevant
 Periodic
 Actionable
Discussion on each of the website to define KPIs

 Chalechalo
 Akruti Jewels
Test Collect
 7 Seas Tours Alternatives Data
 Baheti and Sons
Analyze
Data

Collect Data
 Are we collecting the right data?

Define
 Is the data correct? Goals
 Are we collecting all the data we need?

Test Collect
Alternatives Data
Analyze
Data

Analyze Data
 Who to compare the data with?

Define
 Data can be interpreted in different ways – e.g., Pages/Visit Goals
 It’s not always about statistical analyses

• Data can be inspected Implement Build KPIs
• Visualizations to help analyze data
Test Collect
Alternatives Data
Analyze
Data

Test Alternatives
 Testing can be done on any interface, not just the campaign landing pages
Define
 Prioritize your testing Goals
 Share results with everyone

Test Collect
Alternatives Data
Analyze
Data

Implement
 Get top management support

Define
 Start with small steps Goals
 Be flexible and keep options open

Test Collect
Alternatives Data
Analyze
Data

Chalechalo.in
 ChaleChalo is targeting the youth

Audience Profile
 Age 18 – 35
Goals  Email subscriptions to the newsletter
Target Offerings  Citizenship
Key Performance
 Sign-ups
Indicators

iEduTech.com
 iEduTech is targeting technology professionals

Audience Profile
 Age 24 – 45
Goals  Enquiry form submissions
Target Offerings  Hassle free IT Services
Key Performance
 Enquiries
Indicators

7seastours.net
 7 Seas Tours is targeting senior citizens and working professionals

Audience Profile  Age 45 – 55
 OR Age 28 - 35
 Enquiries for Senior Citizen tours

Goals
 Enquiries for Custom tours
 US tours
Target Offerings  Europe tours
 New-Zealand and Australia tours
Key Performance
 Sign-ups
Indicators

AkrutiJewels.com
 AkrutiJewels is targeting working professionals

Audience Profile
 Age 24 – 45
Goals  Enquiries
Target Offerings  Cosmetic Jewellery
Key Performance
 Enquiries
Indicators

Where does the data live?
 Web logs
 Spreadsheets and reports
 Desktop databases
 Paid channels
 Online analytics products
 3rd party aggregators
 Enterprise Systems
• CRM systems

Different types of Analytics
Webserver logs Pros

 Page hits calculated easily
 Data is available
 Non-intrusive
Cons
 Reverse calculation is difficult
 Page hits is not Visits
 Caching complicates things

Web Beacons Pros

 1x1 transparent pixel images that are  Page hits calculated easily
requested from a webserver  Easy to implement
 Send hit level data  Non-intrusive
Cons
 Reverse calculation is difficult
 Page hits is not Visits

Javascript Tags Pros

 Visits can now be tracked
 Easy to implement
Cons
 Can be turned off

Google Analytics
What makes GA so special?

 Freemium
 Based on Urchin system
 Integrated with Adwords, Webmasters and other Google products

Setting up Google Analytics

Home Screen

Quick Overview
Unique Visitors or Users

Visits or Sessions in a given time period Bounce rate
Average
time on
page

Who is my audience in Google Analytics
 Demographic data made

available
 To view this data you have
to set it up during the setup
process

Where is my audience visiting?
 We use the interests within

demographic section to find
similar sites

How will they find me online?
Tracking different channels

 Social
 Direct
 Organic Search
 Paid Search
 Referrals

Know your audience
 Which demographic are you targeting for

your website?
 Have you profiled your visitors?
 Can you SEGMENT your visitors?

Setting up Segments
What are segments?

 Would users from Saudi Arabia behave differently as compared to users from United States?
What about India?
 Slicing the data into smaller data sets to match a certain criterion
• E.g. All users from India
• E.g. All women less than 25 interested in Sports
• E.g. All men over 35 who play computer games
Why do we need segments?

 God is in the detail
 Different sets of users behave differently

Defining a segment in Google Analytics
Name of the segment
Final segment
definition
 Step 1: Click on +Add

Segment at the top
 Step 2: Define the
criterion on the
segment
 Step 3: Test or Preview
the segment
 Step 4: Save the
segment

Segments
Define as many segments you want, however

please keep focus on the primary objective
A tool is only as great as the user

 Swiss Knife example

Setting up Goals
 Step 1: Choose from a list of templates

 Step 2: Define the goal type (metric, event,
destination)
 Step 3: Define the goal funnel and the value

Why do we setup Goals and Segments?
Goals to measure progress Group exercise :

 Define Goals for each of the case study site
(faculty led)
Segments to separate different groups of  Define Segments which you want to track
users and track how they perform on the (participant led)
defined goals

Other important features
Segments can be shared
Separate dashboards can be created

 Dashboards are a quick way to collate important information you want to track in one place
Wide library of community content
Data can be exported to Excel
Reports can be scheduled

Sources
 Avinash Kaushik
 Think With Google
 Justin Cutroni
 Analytics Academy - https://analyticsacademy.withgoogle.com/
 Google Primer – App on Android Playstore

Thank You!
support@edupristine.com
www.edupristine.com
© EduPristine – www.edupristine.com
© EduPristine Digital Marketing

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Analytics

Making the Data work for the Business

 To define the goals of your property

© EduPristine Digital Marketing 1

© EduPristine Digital Marketing 2

© EduPristine Digital Marketing 3

© EduPristine Digital Marketing 4

 Figuring out what data to measure

© EduPristine Digital Marketing 5

© EduPristine Digital Marketing 6

 What do you keep measuring?

© EduPristine Digital Marketing 7

© EduPristine Digital Marketing 8

 Who is my audience?  Where is my audience?

 How will they find me online?

© EduPristine Digital Marketing 9

 Do they like me?  Are they a valuable customer?

© EduPristine Digital Marketing 10

 How do I stack up against the competition?

© EduPristine Digital Marketing 11

© EduPristine Digital Marketing 12

Implement Build KPIs

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© EduPristine Digital Marketing 14

 Why is this website made?

© EduPristine Digital Marketing 15

Good KPIs should be

Discussion on each of the website to define KPIs

© EduPristine Digital Marketing 16

 Are we collecting the right data?

 Are we collecting all the data we need?

© EduPristine Digital Marketing 17

 Who to compare the data with?

 It’s not always about statistical analyses

• Visualizations to help analyze data

© EduPristine Digital Marketing 18

 Share results with everyone

© EduPristine Digital Marketing 19

 Get top management support

 Be flexible and keep options open

© EduPristine Digital Marketing 20

 ChaleChalo is targeting the youth

Goals  Email subscriptions to the newsletter

Target Offerings  Citizenship

© EduPristine Digital Marketing 21

 iEduTech is targeting technology professionals

Goals  Enquiry form submissions

Target Offerings  Hassle free IT Services

© EduPristine Digital Marketing 22

 7 Seas Tours is targeting senior citizens and working professionals

 Enquiries for Senior Citizen tours

© EduPristine Digital Marketing 23

 AkrutiJewels is targeting working professionals

Target Offerings  Cosmetic Jewellery

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© EduPristine Digital Marketing 25

Webserver logs Pros

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Web Beacons Pros

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Javascript Tags Pros

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What makes GA so special?

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