How do you know if your marketing is working? You have to measure it, of course. In this “Teach Me How” event, Andrew shares his favorite free tools and methods to understand the relationship between data, analytics, and marketing. You will learn how to measure and improve the metrics that matter to your business.

1. Google Analytics & Digital Measurement
@WorkshopMktg
@AndrewCMiller

2. Avinash Kaushik
of web analytics success
lies in the people you
have behind the tools.90%
“
“

3. A Journey In 4 Parts
Ask Questions
Web Analytics Overview
Generate Insights
A/B Testing & Conversion Rate Optimization
Gather Data
Google Analytics Capabilities
Take Action
Optimizing For Better Results

4. What is (are) Web
Analytics?
A system of measuring
interactions on a website.

5. Who visits your site?

6. How did they get there?
Where did they go next?

7. When are they active?

8. How do they experience
your site?

9. Google Analytics
Overview
It’s more than a dashboard.

10. The Interface

11. Built In Key Metrics
Site Usage Traffic Sources Content Usage
Sessions (Visits)
Users (Visitors)
Bounce Rate
Time on Site
Pageviews
Direct Visits
Organic Traffic
Referrals
Paid Traffic
Popular Pages
Entry Pages
Exit Pages
Navigation Flows
In-Page Analytics

12. Multiple Data Views

13. Even More Granular Data Views

14. Real Time Reporting

15. Page Load Times

16. Mobile Device Reporting

17. It never ends

18. Avinash Kaushik
of web analytics success
lies in the people you
have behind the tools.90%
“
“

19. >People Tools

20. +People Tools

21. Using Web
Analytics to
Generate Insights
A framework for making
better decisions.

22. Define Success

23. Measure Outcomes

24. Analyze & Report Insights,
Not Data

25. Optimize for better results

26. Reinforce business
decisions

27. Remove the HiPPO
(Highest Paid Person’s Opinion)

28. Goal Tracking
• What do you want visitors to
do on your site?
• Are visitors able to
accomplish their goals on
your site?
• Allows you to compare traffic
segments

29. Funnel Visualization
• Where do visitors
abandon your
conversion funnel?
• Identify & patch the
holes in your bucket

30. Campaign Tagging
• Which traffic sources are
driving the highest quality
traffic?
• Which campaigns,
keywords, or ads generate
the highest conversion
rates?

31. Campaign Tagging - How To?
• Update your URLs to include Google Analytics’ UTM parameters.
www.WorkshopDigital.com
www.WorkshopDigital.com?
utm_source=facebook&utm_medium=social&utm_campaign=AMAWebinar
bit.ly/amaworkshopdigital

32. Custom Audience Segments
• Identify and build segments, or
groups, of visitors based on
common traits.
• Compare segments to look for
opportunities.
• Examples
• Mobile device users
• First time visitors from Vermont
• Previous customers that haven’t
purchased in the last 30 days that also
still read your blog 3X/week

33. Custom Reports & Dashboards
• Focus on just the data
that matters
• Build different reports
for stakeholders
• Save time & keep all
your metrics in one
page

34. Take Action
A/B Testing and Conversion
Rate Optimization

35. Ad Copy & Creative Testing
• Test everything! Images,
headlines, offers, calls to action
• Determine the best-performing
combinations
• Continually test & learn
• Be willing to fail
vs.
vs.

36. Ad Copy & Creative Testing
• Test everything! Images,
headlines, offers, calls to action
• Determine the best-performing
combinations
• Continually test & learn
• Be willing to fail
vs.
vs.

37. Landing Page Optimization
vs.
• Remove
distractions
• Designed to
convert more
visitors to
leads or sales
• Lower your
cost to acquire
a customer

38. Landing Page Optimization
• Remove
distractions
• Designed to
convert more
visitors to
leads or sales
• Lower your
cost to acquire
a customer
vs.

39. A/B Testing
• Test elements
across your entire
site
• Remove obstacles
in your conversion
funnel

40. Heat maps & Scrollmaps
• Know where
visitors are
clicking and how
far they scroll
• Prioritize your
most valued
content

41. Why Optimize?
• Earn more customers, not just more traffic
• Eliminate the guesswork in optimizing online lead gen and sales
• Validate the strongest marketing message that best resonates
with visitors
• Use testing insights to inform strategies across all channels
• Sustain consistent improvements through ongoing testing

42. Our CRO Process
1
2
3
4
5
6

43. Phone Call Tracking

44. How It Works
1 2 3
User visits your
website, phone
numbers change
based on source
Calls seamlessly
routed through
call tracking
software
Data & insights
inform marketing
decisions

45. Sample Call Data
• Know exactly how many calls
come from each traffic source
• Focus on unique, answered
phone calls
• Create training materials and
FAQ content from call recordings

46. A Journey In 4 Parts
Ask Questions
Web Analytics Overview
Generate Insights
A/B Testing & Conversion Rate Optimization
Gather Data
Google Analytics Capabilities
Take Action
Optimizing For Better Results

47. Thank You! Questions?
@WorkshopMktg
@AndrewCMiller