Measurement and Marketing!

Intro To Google Analytics

We ARE what we SEARCH?

Check out Google Trends...

https://www.google.com/trends/

 

What do people search for?

https://www.youtube.com/watch?v=zMmeAs9-IQs

 

 

Measurement and Marketing

 

  • campaign with a purpose and identify metrics
    • objectives in terms of the business
    • goals in terms of the objectives
    • key performance indicators associated with goals
    • targets for KPIs
    • segments of people / behaviour to analyze!

Example (better one? :) )

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Building on the Basics...

  • awesome mindmaps!!!
  • basic web pages HTML, CSS, JavaScript
    • JavaScript used by Google Analytics in <head>
      • note, different for mobile!  must be on each page
    • use local libraries (chart.js)
    • services (Google maps)
  • we can build ANYTHING we want to...

 

  • how do search engines see your content?
    • Google
    • Yahoo
    • Bing
    • ...

Digital Marketing

  • analytics 
    • what is the traffic to the site like?
  • organic (not paid for, "earned") SEO
    • what can we do to make it better?
    • how does mobile fit in?
  • case study with local company next week (Jan 27)!
    • Hot Mama Fitness
      • social media
      • campaigns  
      • email
  • Light House Labs the following week (Feb 3)!

ABCs...

  • Acquisition
    • how do people get to your website?
      • search, email, affiliate deals, facebook 

     

  • Behaviour

    • what do you hope they do as a new visitor?
      • watch a video
      • visit certain pages

     

  • Conversions

    • what actions align with your goals/objectives?
      • download a form
      • contact you 

Google Analytics 

  • 4 key pieces to go from tracking code to reports
  • collection
    • tracking code bundled as "hits"
  • configuration
    • settings for your measurement plan
    • eg: filter from your employees
    • can import other data
  • processing 
    • raw hits to tables in the database
  • reporting
    • what is going on, visualizing information
    • can use API instead, customize the dashboard

Data Model

Google Analytics Academy, Platform Fundamentals (certification!)

Data Model

  • users 
    • first party "cookie"
      • stored in the browser
        • Developer View -> Resources -> Cookies!
      • can be cleared!
    • or can be customized
    • browser information, service provider 
  • sessions
    • default cut off after 30 mins of inactivity
  • interactions
    • page views
    • and more!

The Hit!

  • processing at the Google server makes transformations that can be customized
    • many Google systems
      • Ad words, WebMaster Tools 
    • and others!
  • a hit is a bunch of "parameters"
    • URL of the current page
    • elapsed time
    • referring source page
    • browser
    • language
    • user id (randomly generated)

    • browser

    • device and OS

DEMO

  • Google Chrome Extension
    • GA debug
    • watch the results in the Console...
    • can see things like pageviews happening!

Configuration Settings

  • filters, goals and groups
  • filters modify data in view
    • exclude or change looks for reports
    • convert urls into text
    • hit matches a filter?  modified data!
    • permanent
  • goals specify what hits make up conversions
    • newsletter signups
    • purchases
  • groups or segments
    • channel: email marketing, rollup of marketing
    • content: analyze a collection of content...
      • product pages vs content pages

Google analytics account

  • don't need to sign up if you don't want to!
  • interesting to set up configuration settings
  • can set up many different views 
    • track which channels for marketing are reaching the target KPIs!

 

DEMO

 

Intro Measurement, Marketing and GA

By Yvonne

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Intro Measurement, Marketing and GA

A starting point in the discussion on Digital Marketing

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