Analytics. EduPristine DM Analytics. EduPristine

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1 Analytics EduPristine

2 Making the Data work for the Business 1

Digital Analytics Digital analytics is the analysis of qualitative and quantitative data from your business and the competition It is to drive a continual

3 Digital Analytics Digital analytics is the analysis of qualitative and quantitative data from your business and the competition It is to drive a continual improvement of the online experience that your customers and potential customers have This further will translates to your desired outcomes (both online and offline) 2

4 Problems faced by Marketers when working with data Not enough of it Too much of it Don t trust it Don t know what to do with it We go with the HIPPO anyway 3

5 Not enough data 4

6 Too much of it What do you keep measuring? What do you monitor? 5

7 Data can address concerns such as... Who is my audience? Where is my audience? How will they find me online? 6

8 Data can address concerns such as... Do they like me? Are they a valuable customer? 7

9 Data can address concerns such as... How do I stack up against the competition? How can I plan for the future? 8

10 Where does the data live? Web logs Spreadsheets and reports Desktop databases Paid channels Online analytics products 3rd party aggregators Enterprise Systems CRM systems 9

11 Define Goals Why is this website made? What do we want our customers to do? What is our complete sales process/funnel like? Where does the website fit in this? What is the priority in multiple goals? Implement Define Goals Build KPIs Test Alternatives Collect Data Analyze Data 10

12 Build Key Performance Indicators (KPIs) Good KPIs should be Simple Relevant Periodic Actionable Implement Define Goals Build KPIs Discussion on each of the website to define KPIs Chalechalo Akruti Jewels 7 Seas Tours Baheti and Sons Test Alternatives Analyze Data Collect Data 11

13 Collect Data Are we collecting the right data? Is the data correct? Are we collecting all the data we need? Implement Define Goals Build KPIs Test Alternatives Collect Data Analyze Data 12

14 Analyze Data Who to compare the data with? Data can be interpreted in different ways e.g., Pages/Visit It s not always about statistical analyses Data can be inspected Visualizations to help analyze data Implement Define Goals Build KPIs Test Alternatives Collect Data Analyze Data 13

15 Test Alternatives Testing can be done on any interface, not just the campaign landing pages Prioritize your testing Share results with everyone Implement Define Goals Build KPIs Test Alternatives Collect Data Analyze Data 14

16 Implement Get top management support Start with small steps Be flexible and keep options open Implement Define Goals Build KPIs Test Alternatives Collect Data Analyze Data 15

17 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 16

18 Different types of Analytics Web Beacons 1x1 transparent pixel images that are requested from a webserver Send hit level data Pros Page hits calculated easily Easy to implement Non-intrusive Cons Reverse calculation is difficult Page hits is not Visits 17

19 Different types of Analytics Javascript Tags Pros Visits can now be tracked Easy to implement Cons Can be turned off 18

20 Google Analytics What makes GA so special? Freemium Based on Urchin system Integrated with Adwords, Webmasters and other Google products 19

21 Google Analytics Watch this video showing online ecommerce business in real time How Google analytics can help gaining insights on from where are your customers checking out 20

22 Setting up Google Analytics 21

23 Home Screen 22

24 Average time on page Quick Overview Visits or Sessions in a given time period Unique Visitors or Users Bounce rate 23

25 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 24

26 Where is my audience visiting? We use the interests within demographic section to find similar sites 25

27 How will they find me online? Tracking different channels Social Direct Organic Search Paid Search Referrals 26

28 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 27

29 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 28

30 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 29

Intelligence Events Intelligence Events Can change date and month for analysis from the top right corner Divided in two types of alerts automatic and custom

31 Intelligence Events Intelligence Events Can change date and month for analysis from the top right corner Divided in two types of alerts automatic and custom alert Automatic alerts is when something goes wrong Custom alerts are customized alerts which administrator can set Can be viewed daily, weekly or monthly 30

Audience Overview Audience overview gives an overall glimpse of visitors till now in terms of: Numbers of users: % of new and returning users Number of page views: Each time

32 Audience Overview Audience overview gives an overall glimpse of visitors till now in terms of: Numbers of users: % of new and returning users Number of page views: Each time page is opened it recorded Page per session Average session duration Bounce rate (lower is better): number of people viewing one page and left the website % of new sessions 31

33 Acquisition Acquisition Overview explains the top channels from where traffic or visitors coming on our website. Major sources are: Organic (google) Direct Referral Paid search Social It also tells number of sessions and conversions 32

34 Behavior Behavior tells the visitors behavior on the website. Major components are: Page views Unique page views: total number of people opened site for a particular reason Average time spent by visitor Bounce rate (lower is better) 33

35 Goals Goals are set by the administrator for the analysis of of website success. Helps determining goals monetarily We can customize our goals according to our desirable results 34

36 Case Study: Google Analytics Exiz Inc is a newly opened ecommerce in US. Lately, online marketing team has been undertaking aggressive promotional steps but results have not been up to the mark. To understand the reasons behind the picture company opened up a Google analytics account. Marketing manager is interested in analyzing the following key points: Obtain detailed data for every customer visit Real time analytics: overview and location Understanding the level of organic data and direct website visits To know the most visited pages of the website (country wise) Source of maximum visits from social media Capturing more detailed information at the user level (Time spent by users) Perform SEO location wise 35

37 Most used browser and location wise maximum traffic Country wise sessions; can also see results state wise, territory wise, city wise Browser wise sessions; can also view results for different internet providers 36

38 Real time analytics Real time analytics shows information at the moment from various sources like: Referrals Social media platforms Top keywords Top active pages of the website Also shows page per minute and page per second 37

39 Real time analytics: Location This feature of real time analytics explains location wise traffic on the site at the moment Also shows number of active visitors from each country Page per minute and page per second A map on the right gives the analyst a better understanding 38

40 Maximum source of traffic This tells us source of maximum traffic on our website from the keywords Major sources are: 1) Direct 2) Organic 3) Groups 4) referral Gives an analytical view through: medium, source and percentage of active users on the site Again, page per minute and page per second is shown graphically 39

41 Country wise most viewed pages Visitors flow shows where the visitors coming from, went to which page and next page viewed and the exit pages We can set sources of traffic in terms of: Countries Social media platforms Type of data (organic or direct, etc.) And many other attributes 40

42 Social media traffic source Social Media traffic shows maximum traffic from social platforms and information related to it like: 1) Sessions 2) New users 3) Bounce rate 4) Average session duration Platforms like: 1) Facebook 2) Twitter 3) LinkedIn 4) Quora 5) Google+ 41

43 Geographical Summary: SEO Geographical summary is telling from where maximum clicks are coming from in terms of: Impressions Clicks CTR 42

44 Time taken by visitors on each page Gives average time spent by the user on the page (greater is better) Unique page views Average time on page and load time % Exit Bounce Rate 43

45 Universal Analytics 44

Universal Analytics Switching to the Next Version of Google Analytics i.e. an extended platform Allows to get a complete view of the business; inside Google Analytics or outside Google Analytics.

46 Universal Analytics Switching to the Next Version of Google Analytics i.e. an extended platform Allows to get a complete view of the business; inside Google Analytics or outside Google Analytics. Upgrading to Universal Analytics is not quick. Need to set up a new property and replace all Google Analytics code on the site 45

47 Benefits of Universal Analytics Acceleration of moving from tracking Visits to tracking People to track the Customers 1) Current analytics tool can track cookies only: 3 different person on one desktop 2) But with universal analytics we can understand behavior of each individual uniquely as they become loyal customer Shift from tracking individual device to tracking cross-device behavior 1) Allows to standardize on one vendor platform, across all devices 2) Unify customer behavior tracking across multiple devices Enables single-view of online and offline dataset 1) Can estimate true profit and lifetime value today 2) Track where the person who redeemed a coupon in your store came from 3) Track offline data and optimize online experience 4) Shift to tracking people, track behavior across all devices (tabs, mobiles, etc) uniquely 46

48 Features of Universal Analytics User-ID Override Combine all the hits from multiple sessions/visits and identify them as a same person With google analytics With Universal Analytics 47

49 Features of Universal Analytics Dimension Widening 1) CRM information, corporate data warehouse can be inside Google analytics with Universal Analytics 2) Extend the data available like add gender, age, hobbies, etc 48

50 Features of Universal Analytics Measurement protocol 1) Integrate offline interactions event to Google Analytics with through measurement protocol 2) It will directly combine with original activity of user 3) Also known as offline integration with CRM platform 4) Analyze more metrics like Offline Opportunity, Offline Closed Win and Offline Closed Lost. 49

51 Universal Analytics Additional Benefits What's new in Universal Analytics? A. Controlled settings: Sessions Timeout: Change the duration from 1 min to 4 hours Campaign Timeouts: Change campaign timeouts from 1 day to maximum 24 months Search Engines: Can track traffic from search engines which are not on Google Analytics list Excluding Search terms: Can exclude search terms from data, traffic coming from search terms will be categorized as direct traffic (not organic search traffic) 50

52 Universal Analytics B. Custom dimension and metrics: Custom variables are know as custom dimension in Universal Analytics Define a metric within universal analytics account Install JavaScript on the site to track dimensions and metrics New measurement protocol lets to send data to Google Analytics from any where 51

53 Setting up Universal Analytics Creating a new property Log in to Google Analytics account Click on admin Select the account for which universal analytics needs to be set up 52

54 Setting up Universal Analytics Click on the + New Property button Select Web Site option Select universal analytics between universal analytics and Google analytics 53

55 Setting up Universal Analytics Fill in up the basic information about new property Click on Get Tracking ID button 54

56 Setting up Universal Analytics Installing Universal Analytics With new property, a new version of tracking code will be generated Install this code in your website before </head> tag NOTE: Every line of Google analytics code in the website will be need to get updated. 55

57 Agency Manager 56

Agency Manager Selection Framework Agency Relationships Are Critical Strategic Investment: Invest Wisely Framework of selecting an Agency 1) Define your needs 2)

58 Agency Manager Selection Framework Agency Relationships Are Critical Strategic Investment: Invest Wisely Framework of selecting an Agency 1) Define your needs 2) Defining Search Process and Assessment Criteria 3) Exchange of Information 4) Narrow the list 5) Finalizing a selection 6) Getting started and planning for success 57

59 Agency Manager Selection Framework 1) Define your needs Define business goals and marketing objectives of your company What are the capabilities, services, skills looking for? What are your expected marketing accomplishments? What are social media platforms expertise desirable? 58

Agency Manager Selection Framework 2) Defining Search Process and Assessment Criteria Create a framework for search process and decision making Framework should include: Authority

60 Agency Manager Selection Framework 2) Defining Search Process and Assessment Criteria Create a framework for search process and decision making Framework should include: Authority and responsibilities of finding search team Ultimate decision making power Steps to included in search work (meetings, presentation, etc.) What weightings to be used for assessment 59

61 Agency Manager Selection Framework 3) Exchange of Information Proper communication between agency and brand team Open dialogue of goals, priorities, interests and capabilities Address issues in timely manner incase vision of brand and agency differs Prepare a standardized agency questionnaire detailing information like: 1) Agency profile, background, location, etc. 2) Process of marketing 3) Latest successful work assignments 60

62 Agency Manager Selection Framework 4) Narrow the list Explore agencies through publications, industry databases, referrals, etc. Narrow list using a three step proven process: Long list, Short list and Finalists Long list involves: 1) Setting up meetings with agencies 2) Exchange information through standard agency questionnaire Short list: Shortlist 6-7 agencies from long list and set up face to face interview Finalists: Work with 3-4 agencies to explore compatibility, objectives, process in depth Long List Short List Finalists 61

Agency Manager Selection Framework 5) Finalizing a selection Prepare an Agency Brief for the finalists Agency Brief includes challenges, opportunities and expectations of the client Brief should not

63 Agency Manager Selection Framework 5) Finalizing a selection Prepare an Agency Brief for the finalists Agency Brief includes challenges, opportunities and expectations of the client Brief should not miss important guidelines, knowledge about client s marketing assignment Create illustrative assignment related to real one and ask agencies to develop their process Weights should be assigned using: 1) Strategic Capability 2) Execution Capability 3) Team Work Capability Once an agency selected, client should agree on agency s compensation 62

Agency Manager Selection Framework 6) Getting started and planning for success Formalize agreement related to services, responsibilities, compensation and work

64 Agency Manager Selection Framework 6) Getting started and planning for success Formalize agreement related to services, responsibilities, compensation and work Develop evaluation process using: Monitoring check points 1) Feedback process 2) Consider effectiveness and efficiency opportunities Work towards long term relationship 63

65 Agency Management Maintaining a relationship is as important as start of a relationship. Following are the few points to maintain Agency relationship: 1) Maintaining regular contact 2) Assigning budget, allocations and expenses 3) Confidentiality Agreements 4) Set expectations, reporting and updates 5) Include different team members to review agency work and collaborate 64

66 Agency Management 1) Maintaining regular contact Prepare an induction program in your company Organize brainstorming events and away days for productively knowing the other party Regular meetings to view work, effectiveness and future strategies Give feedback to agency company 65

67 Managing Agency Company 2) Assigning budget, allocations and expenses Give direct and realistic budgetary allocations Allocate how much you want to spend on branding your product or company Include all the service fees and expenses 66

Managing Agency Company 3) Confidentiality Agreements Build a strong trust worthy relationship with agency company but still have a confidential agreement You need to

68 Managing Agency Company 3) Confidentiality Agreements Build a strong trust worthy relationship with agency company but still have a confidential agreement You need to give confidential information to agency company about your new product or strategies While managing agency keep in mind to give them freedom to apply creative skills 67

Managing Agency Company 4) Set expectations, reporting and updates Ask for weekly updates or quarterly reports Prepare your own dashboard login and do a

69 Managing Agency Company 4) Set expectations, reporting and updates Ask for weekly updates or quarterly reports Prepare your own dashboard login and do a performance analysis Review every word in content marketing and ask for revisions (if required) Explain your expectations in beginning in clear and simple words 68

70 Managing Agency Company 5) Include different team members to review agency work and collaborate Every staff has an unique insight Maybe an employee has an interest in social media so he can give unique reviews Great opportunities to collaborate in house talent with outside strategies 69

71 Thank You! EduPristine

Google Analytics. Gain insight into your users. How To Digital Guide 1

Google Analytics. Gain insight into your users. How To Digital Guide 1 Google Analytics Gain insight into your users How To Digital Guide 1 Table of Content What is Google Analytics... 3 Before you get started.. 4 The ABC of Analytics... 5 Audience... 6 Behaviour... 7 Acquisition...