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Presented by Cliff Tillery Oct. 30 th , 2013

Presented by Cliff Tillery Oct. 30 th , 2013. Greek, Goobledegook and Google Analytics. Make It Loud- Digital Marketing Ninjas! Cliff Tillery , MBA. Who Is This Guy?. First and foremost…a shmoe B.S. In Journalism/Advertising Worked at the in-house ad agency down at America’s Mart

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Presented by Cliff Tillery Oct. 30 th , 2013

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  1. Presented by Cliff Tillery Oct. 30th, 2013

  2. Greek, Goobledegook and Google Analytics Make It Loud- Digital Marketing Ninjas! Cliff Tillery, MBA

  3. Who Is This Guy? • First and foremost…a shmoe • B.S. In Journalism/Advertising • Worked at the in-house ad agency down at America’s Mart • M.S. in Counseling Education • MBA in Management/Marketing

  4. Define Your Business Objectives • What do you want your website to do for your business? • Sell things? • Generate leads? • Advertise stuff? • Provide support? (solve problems) • Brand your business? • Give your business credibility? • These objectives define what data is important to you

  5. How Google Works • “The Matrix” • All that you see isn’t all that’s there • The have these things called “spy bots” that come crawl around on your site taking pictures and indexing those pictures in the Google servers • When you search on Google, you’re searching through their photo album of the world. Not the world itself

  6. Google’s Business Model • Their goal: To provide the “best” search results for their users • They define what the “best” is • 90% of their revenue is made through Pay Per Click (PPC) • PPC is what happens when you mix Ebay with search results • They provide all kinds of helpful tutorials as long as you don’t mind the less than subtle nudge toward PPC

  7. What Are Google Analytics? • It’s FREE (we know how we feel about free, right?) • It’s code you put on your website to help collect data about the performance of your website • Do you do performance reviews on your employees? • Consider your website one of your sales people. • Google Analytics provide a way to look over your sales person’s shoulder

  8. What Sort Of Data Are We Talking About Here? • Visitors- New & Returning • How many visits per month • How many page views per month • How many page views per visit • Amount of time spent on the site per visit • Bounce rate (how quickly viewers “bounce” off the page) • Where traffic is coming from geographically • What kind of device they’re looking at you with

  9. More data…. • What language they speak • What operating system they’re browsing with • What carrier their internet service is with • What kind of phone they’re looking at your site with • What they’re screen resolution is • What age demographic your visitors are within • Gender • Interests • Whether their pets are left handed or right handed…ok, I made that up • Are you getting the idea of all the things you can learn here???!?!?

  10. User Metrics • Most of the data collected by Google used to be seen as your private information • The Panda update changed all that • Panda was an engineer at Google who felt that the user metrics were an accurate reflection of how well designed the website is. • Bad sites have high bounce rates, lower page views, less returning visitors, etc • This turned all SEO nerds into designer nerds (nerds who dress better. Well, maybe not)

  11. Things You Should Pay Attention To • Audience Location • Audience Engagement • Device Used • Traffic Sources • Traffic From Social Media • Bounce Rates • Traffic Flow • Site Behavior • Conversion Data

  12. What Are Bad Numbers? • That depends… • Captain Obvious Says: “The more visitors, the better” • With bounce rates, high numbers=bad • With page views, high numbers=good • Pages/per visit, high numbers=good • Average visit duration (time on site), high numbers are good

  13. James Bond Stuff (Well, Sort Of) • How’d you like to see where people go on your site? • Now, you can with In-Page Analytics • Hover over elements on your homepage and you’ll see the percentage of visitors who clicked there along with raw data • You can do this with any page on your site • Another way to track where browsers are going on your site

  14. Micro-Conversions • Set up goals to measure how often people do little things on your site before getting them to do the big things • Such as: • Share content • Watch a video • Use a search feature (or any feature on the site) • View special content • Sign up for newsletter • Juggle a porcupine • Etc.

  15. Tell A Story With Your Data • Look at what your data is telling you • Step back and look with an objective eye • Let the numbers tell you what’s working and what isn’t • Fix what isn’t

  16. Digital Marketing Diagnosis • We’ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing. • Go to: digital.makeitloud.net • Take the free assessment. • We’re beta testing this, so help us work out the kinks!

  17. Please Help Us If you enjoyed any part of this, please do one or more of the following: Like us on Facebook & share our stuff Follow us on Pinterest and repin our stuff Follow us on Linkedin & like our stuff Connect with us on Google+ and share our stuff Follow us on Twitter & share our stuff So, basically, please share our stuff!

  18. Thanks For Coming! Presented by Cliff Tillery Oct. 30th, 2013

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