GAUC Sydney & Melbourne 2013 - Michael David - Internetrix

#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
Reporting For Action
Michael David, Internetrix

#GAUC2013Google Analytics User Conference 2013
Custom Reports
What, Why and How?
Dashboards
What, Why and How?
Five Rules of Dashboards
Insight at a Glance

BUSINESS REPORTING TRENDS
• 83.6% of all statistics are made up on the spot.
• Increased desire to measure digital
performance
• Increased management accountability
to deliver and justify results
• Executives making data driven decisions (HIPPO)

GOOGLEANALYTICS AND DATA ISSUES
• Provides overflowing data
• Issues faced;
• Measure multiple performances
• Difficult to identify the most critical metrics
• How to communicate performance for metrics
• How to use findings to drive action

Custom Reports

WHAT ARE THEY?
Super Report
Quick to Build
Saves time

WHERE IS THE VALUE?
• Consolidate relevant business metrics
• Accessible and actionable key data
• Build around business needs
• Easy to share
• Available as long as required
* not all dimensions and metrics work together

CREATING A CUSTOM REPORT
This video can be found on YouTube
https://www.youtube.com/watch?v=kk8fi9vwuGI

Explorer
• Most commonly used
• Derive insight from data subsets
• Metrics groups allow easier analysis
EXPLORER REPORTS

Flat Table
• View dimensions side by side, as columns
• Exporting, email and printing of critical data
• Better view of data aggregated for extraction
FLAT TABLE REPORTS

WHAT IS THE DIFFERENCE?
Explorer
Flat Table

WEBSITE CONTENT INSIGHT
Example: Content Efficiency Analysis Report
• What is the best performing content?
Text, Video, Images?
• What content provides the most business value?
• What is your websites most engaging content?
• Put all key metrics into one report.
http://goo.gl/3frsZ

BUILD A CONTENT EFFICIENCY REPORT
This video can be found on YouTube
https://www.youtube.com/watch?v=2tkvbKn3Ews

Input OnsiteActivity Outcome
(Visits + %New Visit ) (Bounce Rate + Avg Time on Site) (Goal + Avg Value)
Acquisition Engagement Conversion
FOCUS ON END TO END

Paid Search MICRO-ECOSYSTEM
• What is important to your target audience(s)?
• Match metrics to their requirements
• Combine to reduce the number of reports
• Avinash Kaushik
• Blog: Occam’s Razor
• http://goo.gl/XKMOu

SHARING CUSTOM REPORTS

CUSTOM REPORTING TIPS
• Don’t underestimate the importance of Goals
• Contrast between dimensions (different angles)
• Look to generate insight not questions
• Measure success by goal performance
NO GOALS, NO GLORY!

Dashboards

WHAT CAN A DASHBOARD DO?
• Empower a rapid
understanding of
business performance
• Track critical business
data in and easy to
understand manner
• Help communicate
insight to drive actions

HOW IS IT DONE?
• Bring it all together
• Consolidated view of related
attribution metrics
• Segment report or widget
add to Dashboard
• 20 Dashboards allowing 20
Report Widgets

WHAT IS A WIDGET?

Dashboard Commandments
1. Benchmark and segment
2. Isolate the critical few metrics
3. Don’t stop at metrics – include insights
4. The power of a single page
5. Stay relevant and churn

• Never report on a metrics all by itself,
provide context.
• Benchmark Goals/identify prior performance
for context. No context = No value.
• Dive into data sub sets for a clearer picture.
Segmentation is important.
RULE #5: BENCHMARK AND SEGMENT

RULE #4: ISOLATE THE CRITICAL METRICS
• GA provides large volumes of data.
• Using all metrics for decision making is difficult.
• Focus on the complementary critical metrics.
• Try and limit a dashboard to 10 metrics.

RULE #3: INCLUDE INSIGHTS
• Jumble of measurement tools (dials/graph).
• Data displayed is only at the summary level.
• Consider C-Level Execs / decision makers.
• Include insights summarising performance.

• More than an A4 page, it is a report.
• Forces selection of golden dashboard metrics.
• 100% of business performance in an area.
• The page provides direction to drive action.
RULE #2: POWER OF A SINGLE PAGE

RULE #1: STAY RELEVANT
• Business changes, high-level priorities evolve.
• Competitors create new ideas and innovate.
• Business Goals change with the environment.
• Adjust metrics for new Goals.
Evolve Dashboards
to reflect changes.
Planning for
evolution &
churn is a must.

• Provides an overview on performance.
• Summarise various reports on a single page.
• Monitor multiple metrics at once.
• Check the health of accounts.
A one stop overview of
a performance segment!
DASHBOARDS DRIVE ACTION

DASHBOARD TIP: KEEP IT CLEAN!

SHARING DASHBOARDS

DASHBOARDS VS CUSTOM REPORTING
So what is the difference?
Dashboards provide an overview of a key area
or end to end performance.
Custom Reports help to analyse behaviour of
a segment/data subset, providing deeper
insight into performance.

Final Thoughts
• SHARE THE LOVE!
Both Dashboards and Custom Reports can be
shared – internally and externally without revealing
sensitive data (structure only).
• THE HARD WORK IS ALREADY DONE!
There are many online resources for great reports
and dashboards.

Thank you
Thank You
michael.david@internetrix.com.au
@internetrix
#GAUC2013

GAUC Sydney & Melbourne 2013 - Michael David - Internetrix

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GAUC Sydney & Melbourne 2013 - Michael David - Internetrix