Presentation on Google Analytics and how to use it to "read" people minds. Focused on agencies and publishers on #allwebmk conference in Skopje, Macedonia in Nov 2015
28. If you want to read “minds” you
must measure properly
29. Once planned & implemented you
can collect data you really want!
30. How many of you track
demographics and interests of
people visiting your website?
31.
32.
33.
34.
35.
36. • Affinity Categories identifies users in terms of lifestyle; These
categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase
interests.
• Other Categories provides the most specific, focused view of your
users. For example, while Affinity Categories includes the category
Foodies, Other Categories includes the category Recipes/Cuisines/East
Asian
37. • Affinity Categories identifies users in terms of lifestyle; These
categories are defined to be similar to TV audiences.
• In-Market Segments identifies users in terms of their product-purchase
interests.
• Other Categories provides the most specific, focused view of your
users. For example, while Affinity Categories includes the category
Foodies, Other Categories includes the category Recipes/Cuisines/East
Asian
Ever thought of your visitors in
this way?
62. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
63. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
64. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel
65. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel
• Extra data attached to each
session (for data mining)
66. • Demographics
• Interests
• Active theme of research
• Detailed interest
• Access route (online/offline
source)
• Behaviour on website/app
• Funnel completion
• Intentions throughout the
funnel
• Extra data attached to each
session (for data mining)
• Anomaly detection
85. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
86. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
87. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
88. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
89. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
90. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
91. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
92. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
93. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.
94. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?
95. Compute the total cost of your Social Media program
• Social Media employee salaries and benefits
• agency fees,
• content acquisition/production costs,
• analyst salaries,
• executive time invested etc.
withdraw that amount of money in 5€ bills
• go to the roof of your office building, during prime time (noon),
throw the cash, off the roof
When cash is floating down from the say, people will grab it and tweet it, write posts on Facebook,
post pictures on Instagram, and of course videos on YouTube.
Would we create more Social Media activity if
we took all the money we are currently
investing in Social Media and threw it all off
the roof of our office building?
Avinash Kaushik
98. Douglas W. Hubbard
How to Measure Anything:
Finding the Value of
Intangibles in Business
Avinash Kaushik http://kaushik.net
Simo Ahava http://simoahava.com
Brian Clifton http://brianclifton.com
@OptimiseOrDie - Craig Sullivan
@JulienCoquet - Julien Coquet
@philpearce - Phil Pearce
…and many others