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Who’s this Windbag, Anyway?

Who’s this Windbag, Anyway?. Certified ScrumMaster and Agile Coach Over 7 years in the software industry RRCA certified running coach FitBloggin’ 12 Ignite alum Find me at: MidpackRunner.com (@midpackrunner) AgileBlogging.com (@tim_woodbury). What’s in it For You?.

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Who’s this Windbag, Anyway?

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  1. Who’s this Windbag, Anyway? • Certified ScrumMaster and Agile Coach • Over 7 years in the software industry • RRCA certified running coach • FitBloggin’ 12 Ignite alum • Find me at: • MidpackRunner.com (@midpackrunner) • AgileBlogging.com (@tim_woodbury)

  2. What’s in it For You? An understanding of the whats and whys of web analytics The ability to interact with the Google Analytics interface A guide to asking the right questions for your business

  3. Why Do Web Analytics? “If you cannot measure it, you cannot improve it.” ~Lord Kelvin

  4. Analytics Lets You: Measure your work’s effectiveness Highlight opportunities for growth Identify when things go wrong

  5. Meet Google Analytics!

  6. Exploring Reports

  7. What happened here? Let’s find out! (Clicky, clicky) Thank goodness I left myself a note

  8. And That’s the Graph View!

  9. Dimensions Metrics

  10. Segmenting and Filters

  11. Well-done Mediums • Mediums are categories. By default, Google gives you 3: • Organic - Search traffic • Referral - Link traffic • (none) - Direct traffic We can do better!

  12. Introducing Link Builder Required Dimensions http://bit.ly/ZSfs4B

  13. Introducing Link Builder Source - What website is this link for? (e.g. facebook, twitter, runnersworld, competitor, etc.) Medium - What category does the source fit into? Recommended Mediums: social - facebook, twitter, pinterest... email - aweber, constant contact, mailchimp... docs - ebooks Campaign - Technically required, but typically “(none)”

  14. Caveat 1: A Broken Yardstick • Google Analytics can’t tell you: • Exactly how many visitors you’ve had • Exactly what percentage of visitors are new/returning • Exactly how long visitors spent on your site • Google Analytics can tell you: • If your traffic is increasing over time (and by what percent) • What paths your visitors take through your site • How your visitors are finding you

  15. Caveat 2: Addicted to Data Just because the data’s there doesn’t mean you have to check it!

  16. Caveat 2: Addicted to Data “Are we there yet? Are we there yet?”

  17. Ask the Right Questions • Objectives and Key Results (OKRs) • High level business objectives. What will move my business forward? • Key Performance Indicators (KPIs) • Correlate to your reports. What actions does the data imply I should take? • Think ratios, percentages, and averages • Time sensitive, highlights rate of change • Drive critical business actions

  18. In Conclusion... “Most people are using web analytics as a benchmark: how did we do yesterday, and how are we doing today? Smart people are actually analyzing to optimize their website. The advanced people are using Web data to optimize all of their marketing.” ~Jim Sterne, Founding Director, Web Analytics Association

  19. Thank You! QUESTIONS?

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