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ADA Module Eight BA Google Analytics 1

The document discusses business analytics and Google Analytics. It defines digital analytics and explains why analytics are needed. It also outlines the analytics process, including collecting and reporting data, analyzing the data, testing processes, and improving based on lessons learned.

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Indira Alfonso
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24 views

ADA Module Eight BA Google Analytics 1

The document discusses business analytics and Google Analytics. It defines digital analytics and explains why analytics are needed. It also outlines the analytics process, including collecting and reporting data, analyzing the data, testing processes, and improving based on lessons learned.

Uploaded by

Indira Alfonso
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Business Analytics:

Google Analytics
Why do we need analytics?
• To be competitive: Businesses need to
measure their performance
- Need for reliable, real-time data

• Because we can - Analytical Power


- Cloud Computing
- Availability of transaction data
- Availability of customer data
Digital Analytics - Requirements

• Solid Infrastructure to:


- Collect and distribute data

• Skills to:
- Analyze and interpret analytical data
- Make business decisions. E.g.:
√ New products and services
√ Promotions
√ Ways to engage with customers
Digital Analytics - Definition
Digital analytics is defined as the analysis
• of qualitative and quantitative data
• from your business and the competition
• to drive a continual improvement of
- the online experience of your customers
- the online experience of potential customers
• which translates to your desired outcomes
Avinash Kaushik
Business Objectives
Five common business objectives - online:
• Sale of products or services
• Collect potential customers information
• Encourage engagement and frequent visits
• Help users find the information they need at
the right time
• Drive brand awareness, engagement and
loyalty
Macro vs. Micro Conversions
• “Macro” conversions:
- Actions that tie back to a business objectives
- Example: Purchase

• “Micro” Conversions
- Behavioral indicators that a customer is close to
reaching a business objective
- Examples:
√ Sign up to receive an email coupon
√ Sign up to receive a new product notification
Analytics Tools – Conversions
- The “Last-­Click” Model: The last marketing activity
gets all the credit – sale or conversion.

- The First Interaction Model: The last marketing


activity gets all the credit – first site visit.

- The Linear Model: Equal credit to each channel


leading to a conversion.
Analytics Tools – Segmentation
Segmentation Types
• Date and time
• Device
- Desktop vs. Mobile Phone vs. Tablet
• Marketing Channel
- Search Traffic vs. Referral Traffic vs. Direct Traffic

• Customer Characteristics
- First-time site visitors vs. returning site visitors
Analytics Tools – Segmentation cont.
• Helps you look at
- Each segment’s performance
- Trends over time

• Enable comparison between different


segments
- E.g. Identify sources driving the highest
value traffic
Analytics Tools – Context Setting

Allows performance comparisons against:


- Industry benchmarks
- Internal benchmarks
√ Historical performance
√ Expected performance
Data Analytics - Process

Collect Report
Data Data

Improve Analyze
Process Data

Test
Process
1. Collecting Data - Quantitative
• Number of online customers
- E.g.: Number of monthly site visitors
• Customers Location
• Customers activity (on the website). E.g.:
- Average time on page for the homepage
- Percentage of visitors who complete the
contact form
- Percentage of users who use the site’s search
tool
• Performance of online marketing
1. Collecting Data - Qualitative
• Collect data pertaining to
- Reason of website visit
- Whether or not intended task was completed
√ How, why or why not?
√ Very valuable information
 Help improve the business processes
1. Collecting Data – New Trends
Google Analytics can NOW track
• Mobile applications,
• Cloud­connected point­of ­sale systems,
• CRM systems,
• Video game consoles, and even
• Home appliances, like your refrigerator.
A more comprehensive view across all of the touch-
points consumers might have with your business, not
just your website.
2. Report Data
• Reporting Data to decision­-makers
• Example: Checkout Behavior Analysis report 
3. Analyze Data

- Simple: Identify large trends

- Complex:
√ Deep segmentation of your data
√ Competitive analysis
(e.g. comparison to the industry benchmark)
√ Check if numbers match expectation
4/5 Test & Improve the process

4. Test the data analysis process

5. Improve
- Summarize lessons learnt
- Use prior data to improve the data analysis
process
Google Analytics - Hands-on Tutorial
1. Activate Google Analytics’ tracking for
your website

2. Real Time Analytics

3. All Traffic Report

4. Customer Profile Report


Google Analytics – Real-Time Analytics
Reporting tab  Real-time tab
• Overview: current website users
• Number of page views per minute
• Number of users per second
• Direct vs. Indirect users ***
• Traffic Sources
• User location
• Content: Exact pages users are viewing
• Devices
Google Analytics – All Traffic Report
Acquisition tab  All Traffic tab
• Direct vs. Referrals – Details
• Referral examples: E-mail, social media
• Percentages of the new users within the
specified period.
• Behaviour:
• Bounce Rate: Percentage of single-page visits
• Averages pages per session
• Average session lengths
Google Analytics – All Traffic Report cont. 1
Acquisition tab  All Traffic tab
• Conversions***
• Real businesses would attach a dollar value to
each goal
• Sample goals
1. Revenue: Number of users who visit the products
page
2. Acquisition: Number of users who sign-up
3. Inquiry: Users who filled out the contact form
4. Engagement: Add to favourites
Google Analytics – All Traffic Report cont.2

Creating Goals
1. Admin tab
2. Goals tab
3. Create new goal
Google Analytics – Customer Profile Report
Audience tab  Overview  Add a
Segment
1. Create segments
• Technology: operating system, browser type.
• Duration: less than x minutes. Could compare
duration of new and returning users.
• Single session users

2. Compare attributes of each segment


• Language, Country..

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