Using Web Analytics and Actionable Insights to Measure Online Marketing is a presentation created for the Mastering Online Rankings Conference (MORCON2012) organized by the SEO Organization Philippines

1. Using Web Analytics and Actionable Insights
to Measure Online Marketing Campaigns
SHEILA “KUTITAP” DELA PENA
MASTERING ONLINE RANKINGS CONFERENCE
29-30 SEPTEMBER 2012

2. facebook.com/kutitap
About Me ::
 Bachelor in Mass
Communications graduate,
Pamantasan ng Lungsod ng
Maynila (PLM).
 Worked for a contact center,
public relations firm, and
companies with various online
marketing needs.
SHEILA “KUTITAP” DELA PEÑA
 Trained in Quality
Experienced SEO, Google Analytics
Management System (ISO
Qualified Individual, adept in Brand
Intelligence & Web Analytics. 9001:2008), SIPOC and RCA.
MY CAREER PRINCIPLE
Define your KPI’s and measure your results.
#MORCON2012

3. :: Pre-Discussion Assumptions
 NOT ALL have Web
Analytics exposure
 NOT ALL appreciate KPIs
 NOT ALL track and monitor
online marketing impact
Disclaimer:
My bias is with Google Analytics.
#MORCON2012

4. :: The Basic Process
Website Online Marketing is a
Audit CYCLICAL PROCESS.
Website analysis base It is repeating, iterative,
on the best practices recurrent, archetypal,
etc.
Performance Keyword
Monitoring Research
PERFORMANCE
Tracking website visitors Selection of the best MONITORING is very
and online visibility keywords to target
important in Online
Marketing, where WEB
Off-Page On-Page ANALYTICS is the key
Optimization Optimization
component.
Acquisition of links Implementation of
from other websites the best practices
#MORCON2012

5. :: Web Analytics and Actionable Insights
WEB ANALYTICS
Measuring and analyzing website
performance using visitor MEASURE
information to gain insights and
improve performance.
ACTIONABLE INSIGHTS
Information with a practical and ACTIONABLE
relevant application, especially INSIGHT
about users of goods and
services for purposes of IMPROVE ANALYZE
business planning and strategy.
#MORCON2012

6. :: 8 Guiding Principles
Know how web analytics works
Familiarize yourself with the user interface
Understand the key metrics
Make sense of the report implications
Define your KPIs
Track your campaigns
Measure your performance
Identify action items for improvement
#MORCON2012

7. :: 8 Guiding Principles:
Know how web analytics works
#MORCON2012 7/3

8. :: 8 Guiding Principles:
Know how web analytics works
EVOLUTION OF THE GATC
urchin ga.js asynchronous
#MORCON2012

9. :: 8 Guiding Principles:
Know how web analytics works
• Google Analytics first-party cookies. This
means that all cookies set by Google
Analytics for your domain send data only to
the servers for your domain. Cookies are used
to define user sessions.
• Cookie-based tracking relies on a browser
setting the cookie. Tracking will not work if
cookies are disabled or deleted.
• Cookies impact New and Returning Visitors:
– Cookies are blocked
– Javascript is disabled
– Using a different computer
– Using multiple browsers
#MORCON2012

10. :: 8 Guiding Principles:
Know how web analytics works
Functionality Cookie Used Description Expiration
30 mins
__utmb __utmb cookie is used to establish and
from
continue a user session.
Determining Visitor set/update.
Session
__utmc __utmc is no longer used by
Not Set
the ga.js tracking code.
Identifying Unique This cookie is used to determine unique 2 yearsfrom
__utma
Visitors visitors to your site. set/update.
__utmz cookie stores the type of
6 months
Tracking Traffic referral used by the visitor to reach
__utmz from
Sources & Navigation your site, whether via a direct method,
set/update
a referring link, a website search.
__utmv cookie is not normally present
2 years from
Custom Variables ___utmv in a default configuration of the tracking
set/update.
code.
#MORCON2012

11. :: 8 Guiding Principles:
Familiarize yourself with the user interface
Account Controls
1. Account/Profile Selector
2. Administrative Settings
Report Navigation
3. Report Finder
4. Directory of Reports
5. Report Title
Data Inclusion Controls
6. Date Selector
7. Advanced Segments
8. Metric Group Selector
9. Primary Dimension Selector
10. Secondary Dimension Selector
11. Table Filter
12. Table Controls
Graph & Visualization Controls
13. Metric View Selector
14. Graph Increment Selector
15. Plot Rows
16. Data View Selector
Report Sharing, Dashboards, and
Downloading
17. Home (Dashboards, Realtime,
Intelligence)
18. Custom Reporting
19. Email, Export, Unsampled Reports
20. Add to Dashboard
21. Annotations
#MORCON2012

12. :: 8 Guiding Principles:
Familiarize yourself with the user interface
• Data selected last 31 days by default
• With pre-selected ranges: custom, today, yesterday, last week and last month
• Compare dates (with same number of previous days)
#MORCON2012

13. :: 8 Guiding Principles:
Familiarize yourself with the user interface
HOURLY REPORT WEEKLY REPORT
DAILY REPORT MONTHLY REPORT
Data may be graphed by hour, day, week, or month so you can analyze trends according
to the selected view.
#MORCON2012

14. :: 8 Guiding Principles:
Familiarize yourself with the user interface
PIE CHART
BAR GRAPH
TABULAR PIVOT TABLE
#MORCON2012

15. :: 8 Guiding Principles:
Understand the key metrics
VISIT is a count of sessions that have been active on
your site for the selected date range.

 6
#MORCON2012

16. :: 8 Guiding Principles:
Understand the key metrics
Unique Visitors represents the number of unduplicated
(counted only once) visitors to your website over the
course of a specified time period.



#MORCON2012

17. :: 8 Guiding Principles:
Understand the key metrics
A visitor is considered a New Visitor when any page on
your site has been accessed for the first time by a web
browser.



#MORCON2012

18. :: 8 Guiding Principles:
Understand the key metrics
A visitor is considered a Returning Visitor when any
page on your site has been visited previously by a web
browser.





#MORCON2012

19. :: 8 Guiding Principles:
Understand the key metrics
A pageview is an instance of a page being loaded by a
browser.
 PAGE
1
PAGE
2
PAGE
3
PAGE
4
PAGE
5
#MORCON2012

20. :: 8 Guiding Principles:
Understand the key metrics
Unique Pageviews is the total number of unique
visitors to a given page.
 PAGE
1
PAGE
2
PAGE
3
PAGE
4
PAGE
5
PAGE
1
PAGE
3
PAGE PAGE PAGE PAGE
2 3 4 5
#MORCON2012

21. :: 8 Guiding Principles:
Make sense of the reports implications
WHO PAID HOW WHAT GOALS
Audience Advertising Traffic Content Conversions
Sources
Google Analytics provides reports on who visits your websites, how people
found your site, how they explored it, and how you can enhance their
visitor experience and increase conversion.
#MORCON2012

22. :: 8 Guiding Principles:
Make sense of the report implications
Audience Report:
Key Implications
Demographics
• Geographical Reach
• Language Support Needs
Behavior
• Loyalty
• Brand Experience
Technology
• Browser compatibility
• Usability
Mobile
• Device friendliness
Visitor Flow
• Page to Page interaction
#MORCON2012

23. :: 8 Guiding Principles:
Make sense of the report implications
Traffic Sources Report:
Key Implications
Sources
• Brand Awareness
• Offline Marketing
• Inbound Marketing
Search
• PPC/Organic Campaign
Success
Search Engine Optimization
• Keyword Targeting
• On-Page Optimization
Social
• Social Media Engagement
• Social Shares
#MORCON2012

24. :: 8 Guiding Principles:
Make sense of the report implications
Content Report:
Key Implications
Site Content
• Content Optimization
• Landing Page Optimization
Site Speed
• Usability
Site Search
• Content and keyword
opportunities
Events
• Interaction with page
elements
• Call to action success
#MORCON2012

25. :: 8 Guiding Principles:
Make sense of the report implications
Conversion Report:
Key Implications
Goals
• Conversions
• Lead Generation
• Checkout Process
Ecommerce
• Inventory Management
• Market behavior
Multichannel Funnels
• Online Marketing Mix
• Customer Experience
#MORCON2012

26. :: 8 Guiding Principles:
Determine your Key Performance Indicators
WHAT IS KPI?
Objective KPI
 are quantifiable Brand branded search
measurements that Awareness direct traffic
reflect the critical Sales/Leads Goal conversions
success factors. - (URL
catalystconsultingpartners.com Destination,
Event,
 Metric/s used to define Page/Visit,Event)
and measure progress. - Online Visibility Traffic Sources
en.wiktionary.org
Brand Keyword
Repositioning
When determining your KPIs,
clearly define your objectives or goals.
#MORCON2012

27. :: 8 Guiding Principles:
Track your campaigns
Google Analytics Destination URL Builder
Variable Details
Campaign Source Use utm_source to identify a search
engine, newsletter name, or other
(utm_source) source.
*Required Example: utm_source=yahoo
Campaign Medium Use utm_medium to identify a
medium such as email or cost-per-
(utm_medium) click.
*Required Example: utm_medium=cpc
Campaign Name Use utm_campaign to identify a
specific product promotion or strategic
(utm_campaign) campaign.
*Required Example: utm_campaign=spring_sale
Campaign Term Use utm_term to identify paid
keywords.
EXAMPLES (utm_term) Example: utm_term=running+shoes
http://www.example.com/?utm_campaign=spring&utm_mediu
Campaign Content Required for A/B testing and content-
m=referral&utm_source=exampleblog
targeted ads. Use utm_content to
http://www.example.com/?utm_campaign=spring&utm_mediu (utm_content) differentiate ads or links that point to
m=email&utm_source=newsletter1 the same URL.
http://www.example.com/?utm_campaign=spring&utm_mediu Examples: utm_content=bannerad and
m=email&utm_source=newsletter1&utm_content=toplink utm_content=textad
#MORCON2012

28. :: 8 Guiding Principles:
Track your campaigns
WHICH CAMPAIGNS TO TRACK?
 Link dropping activities
e.g. Facebook, Twitter, content marketing, email signatures
(press releases, articles, guest blogs)
 Offline marketing
e.g. offline campaigns such as posters, fliers, billboards;
#MORCON2012

29. :: 8 Guiding Principles:
Track your campaigns
OFFLINE MARKETING CONCEPT
 Create a landing page for your offline
marketing campaign
e.g.
http://www.domain.com/iheartseo092012.html
 Tag the URL
e.g. Name: iheartseo-92012
Source: 3x5poster
Medium: offline92012
URL:
http://www.domain.com/iheartseo092012.html
?utm_source=3x5poster&utm_medium=offline-
92012&utm_campaign=iheartseo-92012
 Shorten URL for retention (optional)
e.g. bit.ly/iheartseo92012 For details
 Use QRCodes (optional) bit.ly/iheartseo92012
#MORCON2012

30. :: 8 Guiding Principles:
Measure campaign performance
Define your measure for success
Get your baseline data
Do an apple to apple comparison
MULTI-CHANNEL ATTRIBUTION
FULL FUNNEL CONVERSION
EVENT TRACKING
Multimedia Interaction | Outbound Links
You cannot track
File Downloads | jQuery DOM what you cannot measure
#MORCON2012

31. :: 8 Guiding Principles:
Identify action items for improvement
Numbers don’t lie,
but are prone to human error.
MEASURE
• Adjust activities base on the
numbers.
• Identify trends, seasonality and
patterns in the data.
• Identify testing opportunities.
• Compare market research
results and add to the online
IMPROVE ANALYZE marketing mix.
• Continuously identify areas of
improvements.
#MORCON2012

32. :: Some DO’s and DONT’s
• Don’t forget to integrate the GATC on ALL Pages that you want
to track.
• Do establish a naming convention when setting up goals and
campaign tracking.
• Don’t give EVERYONE Admin access.
• Do keep a clean data by setting up exclude IP filter (Admin>Filters)
• Don’t forget your baseline data.
• Do link your Google Webmastertools and Google Adwords
with your Google Analytics.
#MORCON2012

33. MARAMING SALAMAT!
Any questions, clarifications or violent reactions?
MARAMING SALAMAT!
Help improve my presentation
Using Web Analytics and Actionable Insights
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MASTERING ONLINE RANKINGS CONFERENCE
29-30 SEPTEMBER 2012