Analytics

Making the Data work for the Business

© EduPristine – www.edupristine.com
© EduPristine Digital Marketing
 Learning Outcomes

 To define the goals of your property

 To drilldown the goals into measurable metrics through KPIs
 To track these goals in Google Analytics
 To use Google Analytics for understanding Consumer Behavior

© EduPristine Digital Marketing 1

 Key to Scalable traffic

 Measure
 Monitor
 Scale

© EduPristine Digital Marketing 2

 What is digital analytics?

 Digital analytics is the analysis of qualitative and quantitative data from your business and the
competition to drive a continual improvement of the online experience that your customers and
potential customers have which translates to your desired outcomes (both online and offline)

© EduPristine Digital Marketing 3

 Measurement of Data

© EduPristine Digital Marketing 4

 Problems faced by Marketers when working with data

 Figuring out what data to measure

 Classifying data into different buckets
 Maintaining Sanity
 We go with the HIPPO anyway

© EduPristine Digital Marketing 5

 What do you measure?

© EduPristine Digital Marketing 6

 Data and Taxonomies

 What do you keep measuring?

 What do you monitor?

© EduPristine Digital Marketing 7

 What can correct data do for you?

© EduPristine Digital Marketing 8

 Data can address concerns such as ...

 Who is my audience?  Where is my audience?

 How will they find me online?

© EduPristine Digital Marketing 9

 Data can address concerns such as ...

 Do they like me?  Are they a valuable customer?

© EduPristine Digital Marketing 10

 Data can address concerns such as ...

 How do I stack up against the competition?

 How can I plan for the future?

© EduPristine Digital Marketing 11

 The Web Analytics Process

© EduPristine Digital Marketing 12

 The Web Analytics Process

Define
Goals

Implement Build KPIs

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 13

 Continual Improvement Process

 The whole process starts with measurement. How many people are completing the customer
journey? And where along that journey are you losing or retaining customers? In a nutshell, the
measurement stage is all about collecting the data needed to answer your business questions.
 Next, we need to do reporting to package the data in a readable format and then get information
out to decision makers so that they can be empowered with the information they need to
make business decisions. This often happens by developing and distributing premade reports
or dashboards.
 Then analysis has to happen. Analysis can be as simple as identifying larger trends, but it can also
be complex, including deep segmentation of your data or competitive analysis comparing your
performance to an industry benchmark.
 Testing is the next phase of the process. This is where you try different solutions to the problems
you identified during your analysis. Testing is critical because it takes opinions out of the decision-
making process for discovering improvement opportunities.
 Finally, you repeat what you learn from this whole process and you improve.

© EduPristine Digital Marketing 14

 Define Goals

 Why is this website made?

 What do we want our customers to do? Define
Goals
 What is our complete sales process/funnel like? Where does
the website fit in this?
 What is the priority in multiple goals? Implement Build KPIs

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 15

 Build Key Performance Indicators (KPIs)

Good KPIs should be

 Simple Define
Goals
 Relevant
 Periodic
Implement Build KPIs
 Actionable

Discussion on each of the website to define KPIs

 Chalechalo
 Akruti Jewels
Test Collect
 7 Seas Tours Alternatives Data
 Baheti and Sons
Analyze
Data

© EduPristine Digital Marketing 16

 Collect Data

 Are we collecting the right data?

Define
 Is the data correct? Goals

 Are we collecting all the data we need?

Implement Build KPIs

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 17

 Analyze Data

 Who to compare the data with?

Define
 Data can be interpreted in different ways – e.g., Pages/Visit Goals

 It’s not always about statistical analyses

• Data can be inspected Implement Build KPIs

• Visualizations to help analyze data

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 18

 Test Alternatives

 Testing can be done on any interface, not just the campaign landing pages
Define
 Prioritize your testing Goals

 Share results with everyone

Implement Build KPIs

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 19

 Implement

 Get top management support

Define
 Start with small steps Goals

 Be flexible and keep options open

Implement Build KPIs

Test Collect
Alternatives Data

Analyze
Data

© EduPristine Digital Marketing 20

 Chalechalo.in

 ChaleChalo is targeting the youth

Audience Profile
 Age 18 – 35

Goals  Email subscriptions to the newsletter

Target Offerings  Citizenship

Key Performance
 Sign-ups
Indicators

© EduPristine Digital Marketing 21

 iEduTech.com

 iEduTech is targeting technology professionals

Audience Profile
 Age 24 – 45

Goals  Enquiry form submissions

Target Offerings  Hassle free IT Services

Key Performance
 Enquiries
Indicators

© EduPristine Digital Marketing 22

 7seastours.net

 7 Seas Tours is targeting senior citizens and working professionals

Audience Profile  Age 45 – 55
 OR Age 28 - 35

 Enquiries for Senior Citizen tours

Goals
 Enquiries for Custom tours

 US tours
Target Offerings  Europe tours
 New-Zealand and Australia tours

Key Performance
 Sign-ups
Indicators

© EduPristine Digital Marketing 23

 AkrutiJewels.com

 AkrutiJewels is targeting working professionals

Audience Profile
 Age 24 – 45

Goals  Enquiries

Target Offerings  Cosmetic Jewellery

Key Performance
 Enquiries
Indicators

© EduPristine Digital Marketing 24

 Where does the data live?

 Web logs
 Spreadsheets and reports
 Desktop databases
 Paid channels
 Online analytics products
 3rd party aggregators
 Enterprise Systems
• CRM systems

© EduPristine Digital Marketing 25

 Different types of Analytics

Webserver logs Pros

 Page hits calculated easily
 Data is available
 Non-intrusive
Cons
 Reverse calculation is difficult
 Page hits is not Visits
 Caching complicates things

© EduPristine Digital Marketing 26

 Different types of Analytics

Web Beacons Pros

 1x1 transparent pixel images that are  Page hits calculated easily
requested from a webserver  Easy to implement
 Send hit level data  Non-intrusive
Cons
 Reverse calculation is difficult
 Page hits is not Visits

© EduPristine Digital Marketing 27

 Different types of Analytics

Javascript Tags Pros

 Visits can now be tracked
 Easy to implement
Cons
 Can be turned off

© EduPristine Digital Marketing 28

 Google Analytics

What makes GA so special?

 Freemium
 Based on Urchin system
 Integrated with Adwords, Webmasters and other Google products

© EduPristine Digital Marketing 29

 Setting up Google Analytics

© EduPristine Digital Marketing 30

 Home Screen

© EduPristine Digital Marketing 31

 Quick Overview

Unique Visitors or Users

Visits or Sessions in a given time period Bounce rate

Average
time on
page

© EduPristine Digital Marketing 32

 Who is my audience in Google Analytics

 Demographic data made

available
 To view this data you have
to set it up during the setup
process

© EduPristine Digital Marketing 33

 Where is my audience visiting?

 We use the interests within

demographic section to find
similar sites

© EduPristine Digital Marketing 34

 How will they find me online?

Tracking different channels

 Social
 Direct
 Organic Search
 Paid Search
 Referrals

© EduPristine Digital Marketing 35

 Know your audience

 Which demographic are you targeting for

your website?
 Have you profiled your visitors?
 Can you SEGMENT your visitors?

© EduPristine Digital Marketing 36

 Setting up Segments

What are segments?

 Would users from Saudi Arabia behave differently as compared to users from United States?
What about India?
 Slicing the data into smaller data sets to match a certain criterion
• E.g. All users from India
• E.g. All women less than 25 interested in Sports
• E.g. All men over 35 who play computer games

Why do we need segments?

 God is in the detail
 Different sets of users behave differently

© EduPristine Digital Marketing 37

 Defining a segment in Google Analytics

Name of the segment

Final segment
definition

 Step 1: Click on +Add

Segment at the top
 Step 2: Define the
criterion on the
segment
 Step 3: Test or Preview
the segment
 Step 4: Save the
segment

© EduPristine Digital Marketing 38

 Segments

Define as many segments you want, however

please keep focus on the primary objective

A tool is only as great as the user

 Swiss Knife example

© EduPristine Digital Marketing 39

 Setting up Goals

 Step 1: Choose from a list of templates

 Step 2: Define the goal type (metric, event,
destination)
 Step 3: Define the goal funnel and the value

© EduPristine Digital Marketing 40

 Why do we setup Goals and Segments?

Goals to measure progress Group exercise :

 Define Goals for each of the case study site
(faculty led)
Segments to separate different groups of  Define Segments which you want to track
users and track how they perform on the (participant led)
defined goals

© EduPristine Digital Marketing 41

 Other important features

Segments can be shared

Separate dashboards can be created

 Dashboards are a quick way to collate important information you want to track in one place

Wide library of community content

Data can be exported to Excel

Reports can be scheduled

© EduPristine Digital Marketing 42

 Sources

 Avinash Kaushik
 Think With Google
 Justin Cutroni
 Analytics Academy - https://analyticsacademy.withgoogle.com/
 Google Primer – App on Android Playstore

© EduPristine Digital Marketing 43

 Thank You!

support@edupristine.com
www.edupristine.com

© EduPristine – www.edupristine.com
© EduPristine Digital Marketing