Ways marketers can use Google Analytics to measure performance and track marketing campaigns. In addition, this presentation reviews 5 key analytics functions designed to make a marketers job more efficient and effective.

1. Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
How to Leverage Google
Analytics for Digital
Marketing Success

2. Top Goals for Digital Marketing
Key Questions:
• How do you make data-
driven decisions to
improve customer
support and experience?
• How do you demonstrate
the organization’s brand
presence is strong and
continuing to improve?
• How do you determine
what acquisition channels
work best for your
organization?
REFERENCE: http://blackinkroi.com/c-level-2016-marketing-study/
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

3. Top Goals for Digital Marketing
According to a report
released earlier this year,
marketers’ top priorities are
a customer-centric focus (79
percent) and brand
management (70 percent).
REFERENCE: https://www.cmocouncil.org/download-center.php?id=310
In another report also released earlier this year, 23 percent admitted that their marketing
and commerce processes were not working well together, and they are “struggling to
connect all of the dots.”
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

4. Enter: Google Analytics
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

5. Presentation Objectives
1.) Ensure you are tracking goals and actions
necessary to demonstrate performance
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
2.) Find Google Analytics information faster and
more efficiently
Navigation, Goal Tracking, Campaign Tracking
5 Key Google Analytics Resources to Consider

6. Key Resources for Beginners
• Google Analytics Help Center –
https://support.google.com/analytics#topic=3544906
• Google Analytics YouTube Channel –
https://www.youtube.com/user/googleanalytics
• Certification Resources
– Analytics IQ Study Guide –
https://support.google.com/analytics/answer/6370549
– Digital Analytics Fundamentals – https://analyticsacademy.withgoogle.com/course/1
– Google Analytics Platform Principles – https://analyticsacademy.withgoogle.com/course/2
• Google Analytics on Twitter – https://twitter.com/googleanalytic/
• Analytics Glossary of Terms –
https://support.google.com/analytics/topic/6083659?hl=en&ref_topic=35449
06
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

7. Google Analytics: Navigational Overview
REFERENCE: https://support.google.com/analytics/answer/2604608
Key Navigational
Elements
1. Main Navigation Menu
2. Accounts, Settings, and
Diagnostics
3. Primary Report
Navigation
4. Report Heading
5. Add Custom Segments*
6. Report Tabs / Views
7. Graph / Chart View
8. Data Table View
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

8. REFERENCE: https://support.google.com/analytics/answer/2604608
Dashboards & Shortcuts
• Easy to reference
collections of
information
Intelligence Events
• Reports highlighting
highs and lows in
performance / anomalies
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
We will review all three of
these navigational links later
in the presentation
Google Analytics: Navigational Overview

9. REFERENCE: https://support.google.com/analytics/answer/2604608
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
We will review all three of
these navigational links later
in the presentation
Real-Time
• Insights into web page
and user activity
happening “right now”
on an organization’s
website
Google Analytics: Navigational Overview

10. REFERENCE: https://support.google.com/analytics/answer/2604608
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
We will review all three of
these navigational links later
in the presentation
Real-Time
• Insights into web page
and user activity
happening “right now”
on an organization’s
website
Audience
Insights into website user
characteristics such as:
• Demographics
• Technology
• Interests
• Flow of Activity
• Individual User Behavior
(Anonymous)
Google Analytics: Navigational Overview

11. REFERENCE: https://support.google.com/analytics/answer/2604608
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
We will review all three of
these navigational links later
in the presentation
Real-Time
• Insights into web page
and user activity
happening “right now”
on an organization’s
website
Audience
Insights into website user
characteristics such as:
• Demographics
• Technology
• Interests
• Flow of Activity
• Individual User Behavior
(Anonymous)
Acquisition
Insights into the channels
driving traffic / users to the
website such as:
• Channel-specific details
(search, direct, social
media)
• Performance metrics
related to each channel
• Conversion metrics by
channel
Google Analytics: Navigational Overview

12. REFERENCE: https://support.google.com/analytics/answer/2604608
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
We will review all three of
these navigational links later
in the presentation
Real-Time
• Insights into web page
and user activity
happening “right now”
on an organization’s
website
Behavior
Insights into how users
interact with the website
and web pages / paths:
• Top pages viewed,
entered, exited
• Site performance
(speed, navigation, etc)
• Type of actions users
take when viewing /
navigating through web
pages
Google Analytics: Navigational Overview

13. REFERENCE: https://support.google.com/analytics/answer/2604608
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
Conversions
Performance metrics on
marketing activity
• Goals and conversions
• E-commerce activity
• Attribution information
Google Analytics: Navigational Overview

14. Audience Highlights
• Sessions versus Users
• Session Duration
• Bounce Rate
• Geo-Information
• Demographics &
Interests
• Mobile Device Adoption
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
Google Analytics: Audience Overview

15. Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
Google Analytics: Acquisition Overview
Acquisition Menu
• Acquisition Channel
Definitions
• Conversion Performance
• Campaign Performance

16. Behavior Menu
• Top Pages Viewed
• Landing Pages – What
Pages Users Started On
or Exited From
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
Google Analytics: Behavior Overview
Conversion Menu
• Goal Performance
(Forms, Actions, etc)
For discussion next!

17. Performance Tracking
Why & How
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

18. Performance Measurement Opportunities
Goal Tracking
• Establish performance
benchmarks designed to
demonstrate performance of
website marketing activities
• Examples include form
submissions, visitor
performance (time on site,
pages per visit), and visitor
activity (downloads,
equipment views, etc)
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016
Campaign Tracking
• Establish a method for
tracking the success of
website marketing
campaigns, promotions, and
advertisements
• Examples include email
newsletters, advertisements,
social media updates, and
links in marketing collateral
(online and even offline)

19. Goal Tracking: Define Your Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

20. Goal Tracking: Define Your Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

21. Goal Tracking: What You Can Measure
Sales-Ready Opportunities
• Contact Sales
• Request a Quote
• Request a Demonstration
• Financing Inquiry
• Request an Evaluation
• Free Download
• Free Evaluation
• Technical Specifications Requests
• Requests for Proposal
• General Contact Request
Lead Generation & Nurturing
• Webinar Registrations
• Podcast Subscriptions
• Email Newsletter Sign-Ups
• Traditional Newsletters
• Daily Blog Updates
• Company Updates
• White Paper Downloads / Requests
• Independent Research Reports
• Third Party Studies
• Analyst Reports / Collateral
• “Premium” Content or Subscription Based
Content
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

22. Goal Tracking In Action
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

23. Goal Tracking In Action
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

24. Goal Tracking In Action
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

25. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

26. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

27. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

28. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

29. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

30. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

31. Goal Tracking: How To Set Up Goals
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

32. Campaign Tracking: What You Can Measure
SOURCE: https://support.google.com/analytics/answer/1033863?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

33. Campaign Tracking: What You Can Measure
SOURCE: https://support.google.com/analytics/answer/1033863?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

34. Campaign Tracking: Where To Track Campaigns
SOURCE: https://support.google.com/analytics/answer/1033863?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

35. Campaign Tracking: What You Can Measure
Sales-Ready Opportunities
• Web Page Links In Sales
Communications
• Equipment Listings
• Auction Listings
• QR Codes
Lead Generation & Nurturing
• Website Advertisements
• Email Newsletter Links
• Social Media Updates
• Sponsorship Links
• Traditional Advertisements (by using
“promotional web pages”)
SOURCE: https://support.google.com/analytics/answer/1032415?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

36. Campaign Tracking: How To Track Campaigns
http://www.komarketingassociates.com/industry-
news/60-percent-of-marketers-expect-marketings-
power-to-grow-in-next-few-years-
3153/?utm_source=linkedin&utm_medium=socia
l&utm_campaign=news
SOURCE: https://support.google.com/analytics/answer/1033863?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

37. Campaign Tracking: How To Track Campaigns
SOURCE: https://support.google.com/analytics/answer/1033863?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

38. Objective:
Find Information FASTER
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

39. Annotating Your Google Analytics Reports
Why Annotations?
• Document marketing
campaigns
• Website design and
content changes
• Website outages
• Industry developments
and competitor activity
• Any other time-specific
factor that could affect
website behavior
REFERENCE: https://blog.kissmetrics.com/google-analytics-annotations/
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

40. Annotating Your Google Analytics Reports
Why Annotations?
• Document marketing
campaigns
• Website design and
content changes
• Website outages
• Industry developments
and competitor activity
• Any other time-specific
factor that could affect
website behavior
REFERENCE: https://blog.kissmetrics.com/google-analytics-annotations/
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

41. Leverage Google Analytics Shortcuts
Why Use GA Shortcuts?
• Save navigational
bookmarks for commonly
accessed reports
• Save configuration settings
for specific segments of
website information or
target audiences
SOURCE: https://support.google.com/analytics/answer/2676996?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

42. Leverage Google Analytics Shortcuts
Why Use GA Shortcuts?
• Save navigational
bookmarks for commonly
accessed reports
• Save configuration settings
for specific segments of
website information or
target audiences
SOURCE: https://support.google.com/analytics/answer/2676996?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

43. Set Up & Send Automated Reports By Email
Why Use Email Reports?
• Save time in reconfiguring
/ revisiting popular
reporting information
• Set reminders to
investigate trends and key
priorities
SOURCE: https://support.google.com/analytics/answer/1038573?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

44. Set Up & Send Automated Reports By Email
Why Use Email Reports?
• Save time in reconfiguring
/ revisiting popular
reporting information
• Set reminders to
investigate trends and key
priorities
SOURCE: https://support.google.com/analytics/answer/1038573?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

45. Why You Should Use Intelligence Events
SOURCE: https://support.google.com/analytics/answer/1320491
Why Intelligence Events?
• Monitor your website's
traffic to detect significant
changes in performance,
and generate alerts when
those changes occur.
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

46. How To Set Up Custom Alerts
SOURCE: https://support.google.com/analytics/answer/1320491
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

47. How To Set Up Custom Alerts
SOURCE: https://support.google.com/analytics/answer/1320491
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

48. Custom Dashboards: Why You Should Use Them
Why Use Custom Dashboards?
• Dashboards provide a way to
customize information and
reporting, beyond standard
Google Analytics charts and
data sets
SOURCE: https://support.google.com/analytics/answer/1068218?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

49. Custom Dashboards: Why You Should Use Them
Why Use Custom Dashboards?
• Dashboards provide a way to
customize information and
reporting, beyond standard
Google Analytics charts and
data sets
SOURCE: https://support.google.com/analytics/answer/1068218?hl=en
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

50. Google Analytics: Tying This All Together
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

51. Google Analytics: Tying This All Together
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

52. Google Analytics: Tying This All Together
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

53. Resources for More Advanced Users
• Google Analytics Solutions Library –
https://analytics.google.com/analytics/gallery/
• LunaMetrics Blog on Google Analytics –
http://www.lunametrics.com/blog/
• Google Analytics Talk from Justin Cutroni (Analytics Evangelist at Google) –
http://cutroni.com/
• Kissmetrics Blog on Analytics, Marketing, and Testing –
https://blog.kissmetrics.com/
• KoMarketing’s B2B Online Marketing Blog & News –
http://www.komarketingassociates.com/blog/
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

54. Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/analytics2016
Questions?

55. – We are active participants in a range of industry organizations & affiliations
– We contribute to a range of leading publications and industry events
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

56. What KoMarketing Does
Derek Edmond • Managing Partner • @DerekEdmond
Presentation: http://komarketing.com/analytics2016

57. Derek Edmond • Managing Partner • @DerekEdmond
KoMarketing • @KoMarketing
Presentation: http://komarketing.com/analytics2016
Thank You!