As a proud member of the MMUBS alumni I was invited back to speak to the next generation of budding digital marketers to speak about web analytics. Like most of my talks, I tried to keep things informative and actionable, whilst also communicating some of the reasons why web analytics is so fundamental in the modern marketing environment, and for business decision making as a whole. As these students are coming up to finalising their degree I shared some top tips for things I would learn in their position (from someone who's been there and done that) and also some great resources for continuing their learning.

1. VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+441614646169
FOLLOW
@nedpoulter
WEB ANALYTICS 101

2. DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER SOCIAL
@NedPoulter
/NedPoulter

3. Background
Warner
Bros.
YO! Sushi
TheLADBible Realtor.com
Netflix
Miinto
Børsen The Hay
Group
Norton Rose
Fulbright
SABMiller
Notonthehig
hstreet.com

4. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
1. WHY WEB ANALYTICS

5. TRADITIONAL ADVERTISING/MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

6. DIGITAL MARKETING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

7. WEB ANALYTICS: A FORK IN THE ROAD
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

8. “WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

9. “WHAT GETS MEASURED, GETS MANAGED.”
- PETER DRUCKER
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

10. 2. WELL KNOWN TOOLS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

11. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

12. THIS WAS IN 2012!
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

13. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

14. 3.
Q: “IF YOU WERE STARTING OUT, WHAT WOULD
YOU SPEND TIME LEARNING…?”
A: “SIMPLE...”
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

15. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER
+

16. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

17. GOOGLE ANALYTICS
1. Install GA on a website
2. Spend some time navigating through the
different reports. Familiarise yourself.
3. Change the date ranges/compare to different
date periods.
4. Check out the following areas:
• Audience > Overview
• Real-Time > Overview
• Acquisition > Channels
• Behaviour > Overview
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

18. GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

19. GET FAMILIAR NAVIGATING AROUND THE INTERFACE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

20. LOOKUP THE DEFINITIONS TO THESE
1. Sessions
2. Users
3. Pageviews
4. Events
5. Goals
6. Conversion rate
7. Bounce rate
8. ROI (Return on Investment)
9. ROAS (Return on Ad Spend)
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

21. ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS
 Site Performance
 Audience Snapshot
 AdWords Performance
 eCommerce Dashboard
DASHBOARDS
1.
CUSTOM REPORTS
2.
CUSTOM SEGMENTS
3.
 SEO Insights (Not
Provided)
 404 Tracker
 PPC Keyword/Matched
Query Report
 Acquisition: Visit and
Goal Conversion by
Traffic Source
 Enhanced Ecommerce
Segments
 Occam’s Razor
Awesomeness
THANKS TO:
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

22. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

23. TOP THINGS TO LEARN IN EXCEL
1. PASTE AS SPECIAL
2. TEXT TO COLUMNS
3. =TRIM
4. =LOWER/=UPPER/=PROPER
5. =VLOOKUP
6. =SUBSTITUTE
7. =CONCATENATE
8. USE SHORTCUTS
9. USE TABLES
10. LEARN PIVOT TABLES
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

24. READ THIS: http://bit.ly/1Q5Ap5w
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

25. READ THESE BOOKS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

26. READ
1.
FOLLOW
2.
TRY THIS?
3.
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

27. 4. USER TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

28. WHAT IF I TOLD YOU…
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

29. HOTJAR
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

30. HEATMAPS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

31. RECORDINGS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

32. FUNNEL VISUALISATION
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

33. FORM COMPLETION TRACKING
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

34. RECRUITERS & SURVEYS
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

35. SIGN UP HERE:
http://bit.ly/1OGJ5xJ
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

36. 5. Q: “WHY SHOULD YOU BE EXCITED ABOUT WEB
ANALYTICS?”
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

37. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

38. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

39. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

40. WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

41. “It is the only skill category that is consistently
ranked in the top 4 across all of the countries we
analyzed. We still live in an increasingly data-
driven world, and businesses
are still aggressively hiring experts in data
storage, retrieval and analysis.”
Source: LinkedIn
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

42. 6. REVIEW/AUDIT ANALYTICS ACCOUNTS [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

43. AUDIT ANALYTICS ACCOUNTS
FREE IF YOU’RE:
• A consultant wanting to expand your offerings
• An in-house marketer on a shoestring budget
• A manager who needs to train new marketers
• A newbie looking to bolster your resume
(STUDENTS – that’s you ;-)
Out of respect for Annie, please pay $195 if you
don’t meet the above criteria.
READ THIS! ->
http://bit.ly/1VNhlM5
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

44. 7. LEARN & USE GOOGLE TAG MANAGER [BONUS CONTENT]
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

45. VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

46. http://bit.ly/1MC6475
READ
1.
VISIT
2.
FOLLOW
3.
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

47. ANY QUESTIONS?
WEB ANALYTICS 101 @ MMUBS #DSMMCM
BY @NEDPOULTER

49. Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+441614646169
FOLLOW
@nedpoulter