Professional Diploma in Digital Marketing Module 9: Analytics Version 4.0 Location: Oslo Lecturer: Nina Furu

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1 Professional Diploma in Digital Marketing Module 9: Analytics Version 4.0 Location: Oslo Lecturer: Nina Furu

2 Analytics Position in Programme Structure PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

3 Analytics Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

4 Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals Concepts & Rationale Choose & Set Goals 2. Setup Accounts Profile 4. Analysis & Iteration Conversions Reporting Review and Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Source: Digital Marketing Institute

5 Agenda: Analytics Goals Concepts & Rationale Goals Setup Accounts Profile Monitor Audience Traffic Sources Content Advertising Conversions Reporting Laws & Guidelines

6 Definition: Analytics collection, measurement and analysis of digital marketing & website data Source: Digital Marketing Institute

7 The User Journey Analytics tools provide access to the complete user journey: from the origin of website traffic, to how users navigate and interact with a website, to how users exit. Search for Adventure Holiday Origin & Profile Click on Ad campaign Activity Browse & Purchase Goals Signup or leave Exit 7

8 Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals Concepts & Rationale Choose & Set Goals 2. Setup Accounts Profile 4. Analysis & Iteration Conversions Reporting Review and Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Source: Digital Marketing Institute

9 Benefits & Goals Recognise how data collection may be carried out online Measurement is important: as a source of market reality as an aid to running effective campaigns as a basis for making informed decisions The Benefits of Analytics: get closer to the customer accurately gauge user experience gain insights from real customer experience increased accountability focus and prioritization of resources conversion rates and enhanced ROI

10 Practical Exercise: Goals Choose business goals for your business and create explicit targets for each. Click-through from? (what channels you choose) Engagement (visitors and time on site) Conversions (sales, signups, downloads, enquiries) Visibility/Credibilty (branding goals) Competitive advantage (Compare against competitors)

11 Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals Concepts & Rationale Choose & Set Goals 2. Setup Accounts Profile 4. Analysis & Iteration Conversions Reporting Review and Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Source: Digital Marketing Institute

12 Choose an Analytics Tool? Analytics Tools Google Analytics, Coremetrics, SiteCatalyst, StatCounter, Webtrends Criteria for Choosing Comprehensive & Accurate? Paid vs. Free? Integration across Digital Channels? Search Optimisation Search Marketing Social Media Marketing Mobile Marketing Marketing Digital Display

13 How Analytics Work The technical steps involved in tracking a user on a website: 1. User types in a web address in their browser 2. This triggers a request to the website s server 3. The page is served to the user s browser. 4. Each page of the site contains a piece of code from Google (java script) which is executed when the page loads. 5. This places a cookie on the users computer 6. The data is sent to Google servers 7. The data is processed 8. Reports accessed later by the site owner through the Google Analytics interface.

14 Accounts How to Set up and Configure Google Analytics Account 1. Access 2. To register you may have to setup a Gmail account. To access Analytics you can use your Google AdWords login. 3. Add your account information: domain name, time zone, data sharing settings etc. 4. Agree to the Google User Agreement and understand what the implications are for your website s privacy policy. 5. Download and implement the analytics code snippet 6. Adjust account settings: default page, exclude URL query parameters, ecommerce site selection, apply cost data, setting up site search. 7. Link Analytics with Webmaster Tools and AdWords

15 Profiles & Filters Setup and Configure Profiles & Filters Create A Profile within Google Analytics helps group customer segments together (origin, source, pages viewed etc.) Apply a Filter: Commonly used filters are: IP addresses, traffic to directories, page title, campaign, country, e-commerce etc. Add a new profile to your website. Add a meaningful name to the profile. Create a new filter based on the profile. Create additional filters and edit filters.

16 Views & Filters Select Filter Option

17 Views & Filters Predefined or Custom Filter

18 Users & Permissions Set up Users and Permissions Grant access to others within your Google analytics account, and apply different permission settings. Be aware of the security risks of granting administrative access to another user.

19 Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals Concepts & Rationale Choose & Set Business Goals 2. Setup Accounts Profile 4. Analysis & Iteration Conversions Reporting Review and Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Source: Digital Marketing Institute

20 Goals Three Steps in Goal Creation and Configuration IDENTIFY KPI/Objective CONFIGURE GOALS LINK TO ADWORDS

21 Goals: Identify KPI s/objectives Key Performance Indicators for your business should form your goals. A goal within Analytics is a measured user action that counts towards a Key Performance Indicator (KPI) for the business. Common goals: inquiry form completion, brochure request, newsletter sign-up, subscription, file download, completed purchase, increased dwell time etc. Goals can be set up around areas such as: visitors, content, leads, conversions etc.

22 Goals: Configuration Set up and Configure Goals in Google Analytics See main profile page to find the Goal Creation area. Different types of goals within Google Analytics: URL destination goal time on site goal page / visits goal event-tracking goal social interaction goal Goal Setup steps: add a goal name, select a goal type add the goal conditions.

23 Goal Configuration Create a URL destination goal 3 step process

24 Goal Configuration Create a URL destination goal 3 step process

25 Goal Configuration: Goal Funnels Set up and Configure Profiles & Filters A goal funnel: is a series of pages leading up to the goal page destination URL is often used when there are multiple steps in a transaction process provides valuable guidance as to where visitors leave, where information is unclear or inadequate, or where the online process has good flow / bad flow

26 Goal Configuration: Goal Funnels Goal Funnel Option Selected during step 3 of the 3 step Goal Process

27 Goal Configuration Time on site goal.

28 Goal Configuration Create a page / visits goal.

29 Goal Configuration Create an event-tracking goal. Step 1 Custom. Step 2 Event.

30 Goal Configuration Create a social interaction goal.

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32 Standardrapportene

33 Målgruppe Her finner du de tallene som forteller om brukerne dine; hvem de er og hva de gjør på siden. For alle menyvalg gjelder: Klikker du på oversikt får du et dashbord som oppsummerer de viktigste elementene i menypunktet.

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36 Datospennet

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41 Besøkstallene Besøk vs besøkende Besøksdybde (sider pr besøk) Besøksvarighet (lengde på besøk) Nye vs returnerende brukere Fluktfrekvens

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44 Mobil

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48 Trafikk

49 Trafikk / kanaler / scroll litt ned

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51 Hvilke kanaler driver trafikk? Finn ut mer om alle disse ved å klikke på dem

52 Drilldown; Organisk søk

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54 Drilldown; Referenter

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56 Drilldown: Betalt søk

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58 Koble sammen Adwords og Analytics + definer mål og målverdier, så får du full kontroll på hva du får igjen for pengene på Google Slik kobler du sammen AdWords og Analytics

59 Drilldown; Sosialt

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61 Trafikk / Søkeord

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63 Organiske søkeord Husk at dette er de ordene du faktisk lykkes med å være synlig på i dag. Dette sier ikke noe om ord du burde vært synlig på, som mange av dine kunder søker på, men som ikke gir deg trafikk pr i dag. Google Analytics viser alltid bare det som er, aldri det som kunne vært.

64 Integreringsmålingene Adwords Sosialt Søkemotoroptimalisering

65 Adwords Mye av Adwordsinformasjonen får du også inne i Adwords. I Google Analytics kan du se brukerdata på siden i lys av søkeord trafikken kom fra. (For eksempel målverdi for det enkelte søkeordet)

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68 Sosialt Sosialt kan settes opp til å måle delinger av siden gjennom sosiale medier og trafikk som resulterer fra dette. Slik konfigurerer du sosialt-målingen.

69 Søkemotoroptimalisering Denne målingen er en integrering med Google Webmaster Tools Her får du for eksempel vite hvor mange ganger siden din er vist i søketreff og hvor mange klikk du har fått av det. Google Webmaster Tools Slik knytter du sammen Google Analytics og Google Webmaster Tools

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72 Adferd Her finner du målingene som viser hva bruker foretar seg på sidene dine og følgelig også hvilket innhold som blir mest brukt. Oversikten på Adferd er ganske lik oversikten på Målgruppe

73 Nettstedsinnhold

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76 Nettstedssøk Slik setter du opp sporing av nettstedssøk

77 Webgruppen

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79 Nettstedssøk kan forbedre menyer Hvis det er søkeord som mange søker etter som ikke finnes i menyene dine, bør dette ordet løftes opp i meny. Hvis det allerede finnes i meny, bør det få en mer fremtredende plass.

80 Analytics Direktevisning

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84 Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals Concepts & Rationale Choose & Set Goals 2. Setup Accounts Profile 4. Analysis & Iteration Reporting Review and Iteration KPI QA Checklist 3. Monitor Audience Traffic Sources Content Advertising Conversions Source: Digital Marketing Institute

85 Conversions Manage and Monitor Conversions Goals ecommerce Multi-channel

86 Conversions: Goals Understand goal conversions View the Goal Overview information. View the Funnel Visualisation information. View the Goal Flow information.

87 Conversions: Goals View the Goal Overview information

88 Conversions: Goals View the Funnel Visualisation information

89 Conversions: Goals View the Goal Flow information

90 Conversions: e-commerce Set up and Configure Profiles & Filters View e-commerce overview information. View Product performance information. View Sales performance information. View Transaction performance information. View Time to Purchase information.

91 Reporting Standard Reports Appreciate the wide range of reports available within Google. It is possible to generate a report to cover any of the main sections within Analytics: Visitors Traffic Content Goals e-commerce AdWords Event tracking View common reports: visitors overview report, geographic report, new versus returning visitors, mobile devices, visitor flow, traffic sources.

92 Reporting Real Time Reporting Recognise that Google Analytics includes real time reporting: provides a snapshot of current activity on your website: visitors, content, traffic sources, goals. Appreciate the benefits of being able to track how current live events are impacting your traffic (radio, TV) etc.

93 Reporting Intelligence Reporting Access the Analytics Dashboard to find Intelligence. Various features are available in Intelligence : ability to set alerts, ability to monitor and manage user activities. What setting alerts involve: (e.g. set a traffic alert, if your traffic drops below what it should be; page bounce alert if bounces reach high levels). Recognise different alert types: bounce, traffic, page views etc.

94 Reporting Customised Reporting Understand that you can create custom reports based on any data point recorded

95 Reporting Customised Reporting Understand that you can schedule reports to be sent by at different intervals

96 Reporting Customised Reporting Annotations with Google Analytics and the benefits: being able to track or record any offline activity

97 Laws and Guidelines Be aware of conventions and laws around in your country. Cookies - Need to notify users o Copyright issues o Accessibility o Acceptable Usage Policy o Organisational Policy documents

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