Presentation by Pritesh Patel of Pauley Creative for the CIMCIG Digital Marketing Conference in April 2013.

1. 10
things
to
check
and
do
in
@priteshpatel9
Digital
Marke2ng
Manager
Follow
@PauleyCrea2ve

2. @priteshpatel9
Why
use
Google
Analy7cs?
Google
Analy2cs
collects
data
on
your
website,
marke2ng
ac2vi2es,
channels,
tac2cs
and
campaigns.
Using
this
data
it
allows
you
to
understand
what’s
happening,
what’s
working
and
what
isn’t
and
allow
you
to
make
more
informed
decisions
based
on
data.

3. @priteshpatel9
#1:
Do
exclude
your
own
internal
traffic
(and
your
agencies,
developers
and
anyone
else
who
2nkers
with
your
website)
By
excluding
your
own
internal
traffic
you
are
essen2ally
cleaning
up
your
data.
The
example
below
shows
81%
direct
traffic
for
a
small
FM
company
website.
This
direct
traffic
was
generated
because
all
internal
computers
and
laptops
had
the
browser
set
to
the
company
website
as
default.
So
every
2me
an
employee
when
onto
the
internet,
the
company
website
would
load
up
and
would
be
recorded
as
a
visit.
Not
accurate.

4. @priteshpatel9
#2:
Check
you
have
‘Goals’
set
up
Video
on
how
to
set
up
goals:
hGp://bit.ly/setupgoals
It’s
essen2al
to
define
the
goals
of
your
website.
It
could
be
enquiries,
sign
ups,
registra2ons,
downloads
subscrip2ons
or
even
play
buUon
clicks
on
a
video.
What’s
important
is
that
you
define
these
goals
because
this
is
how
you
will
prove
the
value
of
your
website
and
measure
the
performance
of
your
digital
marke2ng
campaigns.

5. @priteshpatel9
25
of
the
30
sample
requests
came
From
Google
as
a
result
of
our
SEO
ac2vity.
5
came
from
our
email
campaign
last
week.
10
are
in
‘Visit
arranged’
status
and
3
are
in
‘Quota2on
Supplied’
status
Once
you
have
your
goals
set
up
in
Google
Analy2cs
(all
the
stuff
you
want
to
measure)
you
then
start
seeing
data
like
below.
You
can
then
track
back
and
see
which
sources
all
enquiries
came
from.
Try
and
use
the
data
in
your
CRM
to
see
if
enquiries
turned
to
quotes
or
site
visits
to
view
the
quality
of
leads
coming
in
via
your
website.

6. @priteshpatel9
More
info
here:
hGp://bit.ly/measuringcampaigns
Below
is
a
custom
report
in
Google
Analy2cs
(Goals
by
Source)
which
breaks
down
exactly
which
traffic
sources/campaigns/channels
drove
the
most
number
of
goals
(enquiries,
downloads,
sign
ups,
requests
etc).
Where
do
most
of
your
enquiries
come
from?
Are
your
email
campaigns
working
beUer
than
PPC?
How
much
do
you
spend
per
channel?

7. #3:
Choose
your
metrics
&
KPI’s
@priteshpatel9
Our
website
gets
60,000
visits
a
month
Our
website
gets
200
visits
a
month
Example
KPI:
%
of
visitors
who
register
for
spec
tool
and
go
onto
complete
specs
95%
This
website
generates
10
enquiries
a
month
This
website
generates
100
enquiries
a
month
Don’t
focus
on
visits
as
a
metric
on
its
own
to
determine
success.
Just
because
you
have
60,000
visits
a
month
to
your
website
it
doesn’t
mean
it’s
successful.
See
example
below.
The
website
with
just
200
visits
generates
100
enquiries
as
opposed
to
the
60,000
visits
only
genera2ng
10.

8. @priteshpatel9
#4:
Priori7se
your
website
goals
to
business
goals
Pritesh,
feedback
from
sales
is
that
sample
requests
are
turning
into
orders…..let’s
look
at
ways
we
can
increase
sample
requests
Once
you
have
your
goals
set
up
in
Analy2cs,
start
to
priori2se
them.
Which
ones
do
your
bosses
care
about?
Enquiries
more
than
brochure
downloads
right?
Well
focus
your
efforts
on
the
ones
that
maUer.
Start
adding
in
call
to
ac2ons
on
your
emails,
blog
posts
and
your
landing
pages
in
order
to
generate
more
enquiries.

9. @priteshpatel9
#5:
Look
beyond
the
top
10
keyword
report
Interes2ng
keywords
are
found
in
or
aier
the
top
50,
100,
250
By
default,
when
you
view
the
keyword
report,
you
will
see
the
top
10
keywords
used
to
get
to
your
website.
Usually
the
top
10
is
just
varia2ons,
misspellings
of
your
company
name.
Ask
your
agencies
or
whoever
does
the
repor2ng
to
show
you
the
top
100
or
250
or
even
500.
This
is
where
the
golden
nuggets
of
search
terms
are
located.

10. Use
Analy7cs
to
help
you
develop
content
Useful
blog
post
about
long
tail
search
terms:
hGp://bit.ly/beyondtop10
@priteshpatel9
And
you
should
see
search
terms
which
are
much
longer
and
descrip2ve.
These
search
terms
can
be
used
as
ideas
for
new
blog
posts,
videos,
infographics
or
reports.
Try
and
create
content
in
different
formats
and
see
which
one
works
beUer.
Test
and
learn.

11. #6:
Always
be
comparing
date
ranges
@priteshpatel9
Always
check
to
see
if
you
are
winning.
Are
things
gejng
beUer?
Compare
your
data
this
month
to
last
month,
this
quarter
to
last
quarter,
this
year
vs
last
year
or
even
comparing
the
same
2me
period
YoY
(seasonal
effects
can
skew
data).
And
ul2mately
are
you
genera2ng
more
enquiries
(goals)
from
your
website.
If
not,
you
can
ques2on
why
not
by
reviewing
where
traffic
may
have
fallen
or
your
website
is
broken.

12. #7:
Track
your
‘site
search’
facility
Stockists?
Dimensions?
Weights?
Packing
Quan22es?
Installa2on
details?
Part
numbers?
Codes?
Downloads?
Staff
Bio’s?
@priteshpatel9
Make
sure
your
agency
or
developers
have
enable
tracking
of
the
on-­‐site
search
box.
You
can
then
view
what
people
have
searched
for
on
your
website
–
maybe
you
have
missed
some
details
on
your
product
pages
or
there’s
content
which
you
can
add
to
help
the
user
find
what
they
want.

13. #8:
Set
up
specific
dashboards
@priteshpatel9
Further
reading
here:
hGp://bit.ly/lead-­‐gen-­‐dashboard

14. #9:
Use
the
Network
Report
(frequently)
@priteshpatel9
Further
reading:
hGp://bit.ly/networkreport
A
bit
tricky
to
do
without
help
on
this
one
but
essen2ally
the
network
report
shows
you
which
companies
are
using
your
website.
Using
the
compare
date
ranges
you
can
see
who
is
using
it
more
(maybe
as
a
result
of
your
email
and
direct
marke2ng)
and
who
is
using
it
less
(maybe
you
need
to
do
some
brand
awareness
campaigns).

15. #10:
Learn
about
Mul7
Channel
@priteshpatel9
Mul2
channel
reports
(only
works
if
you
have
goals
set
up)
gives
you
an
idea
of
channels
used
before
conver2ng
into
an
enquiry.
You
can
see
the
value
of
other
channels
which
assisted
in
the
conversion
process.
Example
below
shows
you
that
one
enquiry
came
from
a
search
engine
first,
then
trough
TwiUer,
search
engine
again
and
then
through
a
refferal
website.
How
important
was
TwiUer
in
this
process?
1st
visit
Monday
Googled:
C24
2mber
decking
2nd
visit
Thursday
Clicked
on
TwiUer
feed
promo2ng
a
blog
post
3rd
visit
Friday
Googled:
BS4978
an2
slip
decking
test
Googled:
2mber
vs
composite
decking
environmental
4th
visit
Monday
Read
a
new
project
win
story
on
Construc2on
News
website,
clicked
through
and
submiUed
enquiry

16. @priteshpatel9
10
things
to
do
&
check
in
Google
Analy7cs
#1:
Do
exclude
your
own
internal
traffic
-­‐
clean
up
your
data
#2:
Check
you
have
‘Goals’
set
up
-­‐
this
will
help
prove
value
#3:
Choose
your
metrics
&
KPI’s
-­‐
avoid
vanity
metrics
#4:
Priori2se
your
website
goals
to
business
goals
-­‐measure
what
maUers
#5:
Look
beyond
the
top
10
keyword
report
–
get
ideas
for
content
#6:
Always
be
comparing
date
ranges
–
check
if
you’re
winning
(or
losing)
#7:
Track
your
‘site
search’
facility
–
understand
what
users
want
#8:
Set
up
specific
dashboards
–
make
it
easy
for
yourselves
&
your
bosses
#9:
Use
the
Network
Report
(frequently)
–
is
your
audience
loyal?
#10:
Learn
about
Mul2
Channel
–
this
is
what’s
next

17. @priteshpatel9
Visit
our
website:
www.pauleycrea2ve.co.uk
View
our
porsolio:
hUp://www.pauleycrea2ve.co.uk/porsolio/
Read
our
blog
&
sign
up
for
monthly
email
roundups:
www.pauleycrea2ve.co.uk/blog
Download
our
social
media
ebook
for
construc2on
companies:
hUp://www.pauleycrea2ve.co.uk/construc2on-­‐marketers-­‐guide-­‐ebook/
View
our
YouTube
channel
with
some
great
tutorials:
hUp://www.youtube.com/user/PauleyCrea2ve