Thom Craver gave a presentation on analytics tools and techniques for digital marketers. He discussed segmenting and analyzing various types of data from sites like traffic analysis, visitor behavior, campaign statistics, and social media interactions. Craver emphasized that data needs to be properly segmented to extract meaningful insights, and that different tools and techniques can help solve specific problems in areas like visitor engagement, Google penalties, and keyword research. The overall message was that marketers need to know what problem they are trying to solve and apply the right analytics tools and segments to obtain useful consumer insights.

1. August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
THE ANALYTICS SWISS ARMY KNIFE
Killer Consumer Insights
THOM CRAVER
VP Development & IT
@ThomCraver

2. #CZLSF | @ThomCraver
@NINJASMARKETING

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@NINJASMARKETING

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ALL KINDS OF DATA TO MINE
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• Site Traffic Analysis
• Visitor Behavior
• Campaign Statistics
• Acquisition Channel
• Social Interaction
• Keyword Data
Bat Analytics
Computer

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@NINJASMARKETING
PROBLEMS TO SOLVE
Visitor Behavior Clues
More Active Traffic
Google Penalties
Lack of Keyword Data
Growing Social Engagement

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DATA ISN’T ALWAYS CLEARLY MARKED
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SOMETIMES YOU NEED
TO THINK ON YOUR FEET

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IT COMES DOWN TO TOOLS…
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IT COMES DOWN TO TOOLS…
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WHICH ANALYTICS DO YOU USE?
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DATA DUMPING VS. REPORTING
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SEGMENT DATA FOR MEANING
1965 1989 2008
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Campaign Performance
 Social Interaction
 Page Interaction
 About / Map Interaction
 Logins / Membership
 Penalty Discovery

13. #CZLSF | @ThomCraver
@NINJASMARKETING
TRACKING CAMPAIGNS
Tag ALL inbound links
(Google URL Builder)
Segment by:
 Source
 Campaign
 Medium
 Conversion
 Non-conversion
behaviors

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http://troni.me/GASocialDash
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CONTENT & BEHAVIOR SEGMENTS
 Buy on the 1st visit! Brand loyal to your message 
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BEEN HIT BY PENGUIN OR PANDA?
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PENALTIES: SEGMENT FOR SEARCH
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MAJESTIC SEO BACKLINKS
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ATTRIBUTION MODEL TOOL
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TIME LAG (LOOKBACK) MATTERS
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KEYWORDS

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SEMRUSH – KEYWORD RESEARCH
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SPYFU – KEYWORD RESEARCH
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KEYWORDS IN WEBMASTER TOOLS
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IN-SITE SEARCH

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SEARCH ORIGIN PAGES

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SITE SEARCH IN GOOGLE ANALYTICS
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@NINJASMARKETING
SUMMING UP…
• ALWAYS Segment data for meaning
 Source/Medium, Campaign, Dimensions
• Always tag inbound links
• Include multiple data sources
• Know the problem you’re solving for!
There’s a tool or segment for it…

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@NINJASMARKETING

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Thank you!
@Thom Craver
of
Internet marketing
ninjas
Imninjas.com