MARKETING ANALYTICS

Brijesh Singh
Department of Management Studies
MARKETING ANALYTICS

Google Analytics

Brijesh Singh
Department of Management Studies
MARKETING ANALYTICS
Web Analytics

The process of collecting, measuring, analyzing, and reporting the behavior of

visitors on a website, in order to understand and optimize web usage.

The online world shifts constantly, so analytics continually monitors and evaluates
website traffic.
Definition

Analytics is more about reading between the lines to interpret that data. The challenge
is to customize each report for specific needs, then dig out insights that help to
optimize the site, understand the users, and meet business aims.
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The process

• Concepts & • Accounts

Rationale • Profile
• Choose goals
• Set goals
1. Goals 2. Setup

4.
Analysis 3.
and Monitor
Iteration • Audience goals
• Conversions
• Audience
• Reporting
• Traffic sources
• Review
• Content
• Advertising
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Stage 1: Goals Defining objectives in GA

Find out who your target audience is.

•Concepts & •Accounts

• Increase brand awareness and advocacy. Rationale •Profile
•Choose goals
•Set goals

• Drive website traffic. 1. 2.

Goals Setup
• Discover which areas of your site are causing
high bounce rates. 4. Analysis 3.
and
Iteration Monito •Audience
•Conversions r
• Increase lead generation and nurturing. •Reporting
goals
•Audience
•Review •Traffic
sources
• Improve customer retention. •Content
•Advertising

• Enhance upselling.

• Increase sales.
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Key concepts and terms

• Dimensions and metrics. Dimensions describe data, whereas metrics

measure data. Studying both is what creates insight.
• Cookies. Cookies are files exchanged between a web browser and a server
that differentiate users. They track “repeat views” versus “unique users”
(different visitors) without collecting personal data
• Data protection. All analytics services have to comply with data protection
guidelines, which means not collecting personal data.
• Session. A group of interactions that take place during a given time frame.
• Users. The number of nonduplicated users. If the user clears his cookies,
he will be counted again.
• Pages per session. The average number of page views that a person
completed before exiting the site.
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Key concepts and terms

• Average session duration. The average amount of time the user spent on the
site. This is reported in minutes in GA, and in seconds in Google AdWords.
• Percentage of new sessions. An estimate of the percentage of first-time visits.
• Conversion. A completed activity that contributes to the success of the business.
This could be represented by a range of different things
• Goal. A defined conversion, allowing measurement of the number of times that
conversion was completed. There can be many different goals, and they are put
in place to track performance.
• Conversion rate. The rate at which users actually completed the goal or the
transaction on your site.
• Transaction. Different from a goal, this is a revenue metric. An e-commerce
tracking function can be installed to track transactions.
• Annotations. Notes (public or private) manually added to data that provide
context.
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Stage 2: setup - GA Overview

• When setting up GA, a code is provided that must be inserted into your
website.
• When that webpage is displayed to a user, the analytics code drops cookies.
• Cookies (which track users) are dropped, and data is communicated back to GA.
• This data is processed in the GA backend then presented in the interface.

Why GA?

• Free and • Industry standard, used by 98 percent of brands.

• Simple to use for most e-commerce platforms and websites.
• Highly customizable for specific business/campaign needs.
• Integrates nicely with other Google products (e.g., AdWords and Webmaster).
• Extensive online support and tutorials
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GA three section structure
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Ga access levels

• Administrative level;
Managed User • Can do absolutely everything.

• Administrative level functions without the ability to add or delete users.

Edit • This is the minimum level of access required to link GA with Google AdWords

Collaborate • Can edit shared assets and read and analyze all reports

Read and Analyze • Can make no changes, just observations.

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GA account setup
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Ga navigation: Setting time zone
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Ga navigation

• Home. This is the view you will be presented with upon log-in. It displays
the account, with the properties and views listed beneath. If you have got
multiple accounts, properties, or views, it is possible to flag specific ones
to create a more customized view.
• Admin. This tab configures different settings for each individual property,
such as setting the default page, excluding URL query parameters, making
e-commerce site selections, setting session time-out length, and setting up
site search. You can also import media spends and add PPC data.
• Customization. This tab is where you will find any custom reports once
they have been configured.
• Reporting. This is essentially the main menu, containing dashboards,
shortcuts, intelligence events, and all the standard reports. The default
report shown is Audience, which provides a website overview.
• Under Reporting you can also set Intelligence Events.
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Ga tracking code
MARKETING ANALYTICS • Concepts &
Rationale
• Accounts
• Profile
• Choose goals

Stage 3: monitor • Set goals

1. 2.
Goals Setup
Audience Overview Section of GA Reporting
4. Analysis
and 3.
Iteration Monitor • Audience
• Conversions goals
• Reporting • Audience
• Review • Traffic sources
• Content
• Advertising
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Demographics analytics

• Demographics analytics is about understanding who users are so they can be better targeted.
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Geo section
•Location data shows which countries the site is accessed from and by how many people.
It helps ensure an appropriate marketing strategy and can highlight new opportunities.
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Behavior: user journey
•Mapping the user journey is about understanding which users return, what they do on
the site, and how engaged they are.
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Behavior: technology

•Technical issue highlights are help improve user experience and ensures the site operates
properly—both of which improve conversions!
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Behavior: mobile
• With mobile, users want specific answers immediately. It is important that the mobile site is
optimized, and that users can easily navigate to what they need.
• Data (such as the volume and engagement of mobile traffic) can be analyzed to ensure this is so.
• Bear in mind that the fast nature of on-the-go mobile browsing makes bounce rates naturally
higher, and on-site times naturally lower.
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Offline implications

• Website stats detail who audience members are and how

likely they are to convert so precisely that it could lead o
a real shift in wider strategy.
• By understanding who users are and how they behave, a
picture begins to emerge of the website changes that are
required—both technical and with respect to content.
• The aim is to use this knowledge to make the site as
targeted as possible, and to understand and apply
analytics in a way that is relevant to the business context.
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Acquisition

• Acquisition reporting involves the measurement and

evaluation of traffic sources, and there are numerous ways this
can be done in GA.
• The abundance of data and reporting options can seem
overwhelming, so focus on developing and using only
relevant reports.
•Key tasks involve:
- Customizing GA
- Custom Channel Overview
- Interpreting Data
- Medium and Source
- Important traffic channels
- Organic search
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Ga custom channel overview
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Ga report by source/medium
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Google webmaster tools
By linking Webmaster Tools with GA, a lot more data becomes available. Once the accounts are linked, it is
possible to see all the organic search keywords driving traffic, the volume of traffic they drive, and how
these keywords rank.
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Referral traffic
•This is traffic that comes from another website. Click on Referrals to view the
sites that are referring the traffic and to compare data between different referrers.
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Social channels

•You can treat social channels as an extension of the sales funnel, and use it as a
starting point in the conversion process. GA monitors much more than social-
media traffic volumes; it also reports on the quality of that traffic.
•Along with tracking channels, it is also important to report on the traffic
performance of individual campaigns.
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adwords

•Linking adWords
and GA accounts can
lead to detailed
AdWords report with
clicks, costs, pages
per session,
conversion rate, and
goal completions.
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Day parting report
•This reveals which times deliver the best value for click-throughs,
engagement, and reaching particular AdWords goals.
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Google url builder

•The Google URL

Builder tags each
element within a
campaign, so that
analytics data can be
organized very
specifically and later
pulled into relevant
reports.
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Behavior reporting: user journey

•When viewing the data you can see users’ movement throughout the
site three or four levels deep.
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Behavior: in-page analytics
• A heat map of the site that shows how users engage with specific pages.
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Site speed
•This is an important issue for SEO and also user experience—both factors that influence
the goal conversion rate and SERP ranking. Users’ perceptions on websites are formed
very quickly, and getting a negative reaction can cost a business.
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Page insight tools

•GA can
even score
individual
pages from
0 to 100
and provide
suggestions
for
improveme
nt.
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Analyzer behavior

• Benchmarks. Analysis must be done within the context of the

business and its goals. Not every website requires long sessions—
some may have a short sales funnel and a speedy conversion aim.
• Combining reports. To avoid making assumptions, it is important
to assess data across all relevant reports. Using several reports to
analyze your data will give you a richer story and convey a more
realistic idea of what is going on.
• Combining metrics. Similarly, it’s important to look at multiple
metrics in relation to each other to paint the full picture.
• The user journey. The key, once user journeys have been mapped
and reports compared, is to work backwards to understand why
consumers are leaving the site or not converting. If there is a high
exit rate in certain places, then the next step is to use appropriate
reports to try to determine why.
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Site search

•Using this tool, it is possible to see what users have been looking
for—what they were unable to find. This is actionable data, as it
tells us specifically where the website is falling short.
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Event reporting
•Ideal way to track users through very precise steps, especially those that leave the site.
Goal orientated, as it allows you to assign a custom value to each event.
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Combining event and standard reporting
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Stage 4: analyze

Conversion

Completion of a site activity that represents success to

your business.

Sales Funnel

Group of clearly defined steps that lead to particular

conversions; analyzing them can help in measuring
the conversion• Concepts
process. & • Accounts
Rationale • Profile
• Choose goals
• Set goals

1. 2.
Goals Setup

4. Analysis
and 3.
Iteration Monitor • Audience
• Conversions goals
• Reporting • Audience
• Review • Traffic sources
• Content
• Advertising
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Conversion reporting: ecommerce
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Goals overview

•Multi-step conversion
process in Goals Section.
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URL Destination Goal

•This is a
specific page
shown in
response to a
positive user
event.
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Time on site

•Useful for
content-
driven
goals.
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Pages per section

•Similar to
time on site,
however, you
must elect a
whole
number for
your goal,
regardless
what the
current
average is.
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Event tracking report
•Great
insight into
your
customer’s
actions.
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Goal setup in ga
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Attribution reporting

•The first report

under the
Conversions tab
is multichannel
funnels, which
looks at the
paths users take
when they’re
journeying to
conversion.
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Google Analytics Attribution reporting in ga
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Attribution models

• Favors the last channel, because it is the one that

Last click referred the converting user.

• Champions the very first channel—the

First click introducer—for inspiring the purchase

• Assigns equal value to every channel that played a

Linear role

• Assigns an increasing value to each channel as the

Time decay user gets closer to conversion

Position-based • Assigns a value to the first and last interaction only.

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Time decay attribution model
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customization
• List of customized reports in a GA Account
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Views and advanced segments

• Drill down. Drilling down is when you combine two different

reports in order to compare relevant data.
• Views. Views provide a permanent subset of filtered data. Views
are commonly used to display various time zones around the
world.
• Advanced Segments. This is a flexible way of organizing reports,
and allows segments to be added and removed as required, and
data to be segmented and viewed in a range of directly applicable
ways.
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Creating a new view in ga
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Specifying time zone for a new view
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Creating advanced segments
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kpis
• KPIs encourage precise monitoring of a campaign before,
during, and after it runs because they provide a numerical
target to aim for, a figure to continually benchmark against.
• By analyzing to what extent these numerical targets are or
were met and using analytics to answer why, a series of
actionable insights can be produced.
• These insights isolate what is working to achieve KPI
benchmarks and therefore justify expenses and decisions.
• The insights gained also highlight necessary marketing and
business changes and helps marketers make smarter choices
to get there.
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Four step kpi iterative process

Define Develop
Make
business and KPIs based
informed
website on these
decisions.
objectives. objectives.