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Understanding your customers with Google Analytics
Beyond Analytics
Insight and action are now a bigger
part of SEO than ever before
‘Engagement’ as a non-measurable
ranking factor effects all search result
pages - Pogo sticking
Machine learning algorithms such as
Panda and Penguin are looking for
signs of poor user journeys
As SEOs / Marketers we need to:
Report > Understand > Action
@epiphanysearch
What are we covering?
A lot!
Ways to find answers to questions – quickly
Analytics ABCs
Analytics Ds
• Assisted conversions
• Conversion paths
• Data enrichment
• Data import
• Demographic reports
• Enhanced ecommerce
• Exit pages
• Interaction events
• Landing pages
• Micro conversion reporting
• Multi-channel funnels
• Offline data
• Sequences
• Site search
• User id
• YouTube tracking
@epiphanysearch
CRM / CMS data into GA
• Data Import:
– Campaign
– Cost
– Content
– Product
– Refund
– User
– Custom
• Offline Data Collection
– In store activity
– Offline conversion tracking
GA data into CRM / CMS
• User ID:
– Personalisation
– Cross Device
– Multi Session
– User Count
Data Enrichment
@epiphanysearch
Acquisition
Where do customers come from and why?
@epiphanysearch
Assisted Conversions
Attribution is a hot topic but getting
started can be daunting & challenging
Before models start using assisted
conversions in marketing reports
Shows the impact a channel plays in
the conversion funnel
Standard report – easily customised to
be more insightful
@epiphanysearch
Assisted Conversions
A little customisation allows for
separation of brand / non-brand (ppc
only), social channels, etc
1. Identifies channels your
customers interact with that don’t
‘close’ sales
2. Shows which channels may be
more valuable than you thought
A conversion path report lets you
visualise how this channel behaves
@epiphanysearch
Top Conversion Paths
The report visualises where a channel
sits in the conversion journey
In this real example we were asked to
analyse ‘Cashback Sites’ performance
In the top conversion paths only 1
instance shows a site introducing a
customer
1. Identify how customers use a
channel
2. Change the messaging of a
channel to match or alter the
journey
@epiphanysearch
Multi Channel Funnels
1. Analyse customer paths away from last click
attribution
2. Do user segments behave differently
depending on how they are acquired?
3. Determine high & low value conversion
journeys
4. Layer with CRM data and attribution models
for full effect
Behaviour
How do customers interact with your site and why?
@epiphanysearch
Site Search
1. Analyse how different segments
use site search
2. Which searches prompt
refinements?
3. Identify high value searches
4. Search terms can feed into SEO &
PPC strategies
5. Search terms feed content ideas /
identify product opportunities
@epiphanysearch
Exit Rates
1. Analyse where different segments
leave your site
2. Are there high value pages with
high exit rates
3. Identify pages with low exit rates
and analyse content
4. Analyse customer vs non-
customer behaviour
@epiphanysearch
Landing Pages
1. Identify where customers start
their journeys – not everyone
comes through your homepage
2. Where do high value or low value
customers enter
3. Are there any pages that don’t
work?
4. Grouping pages can help identify
performance opportunities
@epiphanysearch
Enhanced Ecommerce
1. Discover products regularly added
to cart but not purchased
2. Analyse high ‘add to cart’ product
pages
3. Use segments to discover pain
points through the purchase
process
@epiphanysearch
YouTube Tracking
Tracking YouTube videos has gotten much
easier.
Still requires JS inserting into the site
Set as a goal for maximum reporting
1. Are videos a positive part of the user
journey?
2. Which videos have an impact?
3. Do users get part way through a video
and then exit?
http://bit.ly/SwWiim
Interaction Tracking
By firing events based on time on page
you can develop a TRUE bounce rate
1. Allows for the identification of
engaged pages
2. What type of content gets good
engagement
3. Which pages do users not engage
with?
@epiphanysearch
Conversion
Do customers do what you want?
@epiphanysearch
Micro & Macro Conversions
1. Analyse customer behaviour
outside of the ultimate goal
2. Add context to exits, PDF
downloads, video plays
3. Use session stitching to analyse
the influence of email sign ups,
video views
4. Drive micro conversions to
increase macro conversions
@epiphanysearch
Goal Sequencing
Hugely valuable way of segmenting
users
1. Used to identify how valuable an
action is to a user journey
2. Use to show micro conversions
role in a purchase
3. Able to segment at a user and
session level
@epiphanysearch
Data
What additional data can you collect?
@epiphanysearch
Demographic Reporting
1. Analyse behaviour based on age /
gender group
2. Analyse behaviour based on
affinity / interest categories
3. Identify under / over performing
segments of user base
4. Integrate with display / remarking
strategy to target high value
groups with tailored messaging
@epiphanysearch
Who does Google think I am?
Google creates a profile based on your
Google account along with the
websites you visit
Visit:
http://bit.ly/1DycpBO
https://www.google.com/settings/ads/onweb
@epiphanysearch
Data Import
Google provides an ability to import
data easily
Done using a spreadsheet it can
provide additional context and data
points to filter on
User ID
Having some way of user identification will allow for
session stitching
Sending your own user ID into GA is easy
Gain access to new cross-device
reports
Understand a truer value of mobile
Offline Data
1. Pushing offline data into GA helps
build a complete user picture
2. Storing the GA Client ID against a
user record is step 1
3. Allows you to build the online to
offline, cross device and multi
channel picture
GA1.3.2125527256.1428145747
Data Quality
Analysis is only as good as the data on which it is based
@epiphanysearch
Data Collection Strategy
1. Have one!
What do you track?
Why do you track it?
What does it show?
2. Concentrate on quality over quantity
3. Google releases features regularly, use
Google Tag Manager
4. Have a data action strategy
@epiphanysearch
Analyse ActionReport
Data Action Strategy
@epiphanysearch
Analyse Action
Report
Data Action Strategy
@epiphanysearch
Full customer picture
There’s no single report to answer all
your questions
Consumer journeys are more complex
than ever
Combining all these reports plus your
own data will help you build a full
customer picture
People aren’t the same so don’t forget
to segment
This data will help you to Report >
Understand > Action
@epiphanysearch
Thank You
Epiphany Search
www.epiphanysearch.co.uk
@epiphanysearch
@danpeden
London Office
31-35 Kirby Street, London, EC1N 8TE
Leeds Office
The Small Mill, Chadwick Street, Leeds, LS10 1LJ

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BrightonSEO - Understanding Your Customers with Google Analytics

  • 1. Understanding your customers with Google Analytics
  • 2. Beyond Analytics Insight and action are now a bigger part of SEO than ever before ‘Engagement’ as a non-measurable ranking factor effects all search result pages - Pogo sticking Machine learning algorithms such as Panda and Penguin are looking for signs of poor user journeys As SEOs / Marketers we need to: Report > Understand > Action @epiphanysearch
  • 3. What are we covering? A lot! Ways to find answers to questions – quickly Analytics ABCs Analytics Ds • Assisted conversions • Conversion paths • Data enrichment • Data import • Demographic reports • Enhanced ecommerce • Exit pages • Interaction events • Landing pages • Micro conversion reporting • Multi-channel funnels • Offline data • Sequences • Site search • User id • YouTube tracking @epiphanysearch
  • 4. CRM / CMS data into GA • Data Import: – Campaign – Cost – Content – Product – Refund – User – Custom • Offline Data Collection – In store activity – Offline conversion tracking GA data into CRM / CMS • User ID: – Personalisation – Cross Device – Multi Session – User Count Data Enrichment @epiphanysearch
  • 5. Acquisition Where do customers come from and why? @epiphanysearch
  • 6. Assisted Conversions Attribution is a hot topic but getting started can be daunting & challenging Before models start using assisted conversions in marketing reports Shows the impact a channel plays in the conversion funnel Standard report – easily customised to be more insightful @epiphanysearch
  • 7. Assisted Conversions A little customisation allows for separation of brand / non-brand (ppc only), social channels, etc 1. Identifies channels your customers interact with that don’t ‘close’ sales 2. Shows which channels may be more valuable than you thought A conversion path report lets you visualise how this channel behaves @epiphanysearch
  • 8. Top Conversion Paths The report visualises where a channel sits in the conversion journey In this real example we were asked to analyse ‘Cashback Sites’ performance In the top conversion paths only 1 instance shows a site introducing a customer 1. Identify how customers use a channel 2. Change the messaging of a channel to match or alter the journey @epiphanysearch
  • 9. Multi Channel Funnels 1. Analyse customer paths away from last click attribution 2. Do user segments behave differently depending on how they are acquired? 3. Determine high & low value conversion journeys 4. Layer with CRM data and attribution models for full effect
  • 10. Behaviour How do customers interact with your site and why? @epiphanysearch
  • 11. Site Search 1. Analyse how different segments use site search 2. Which searches prompt refinements? 3. Identify high value searches 4. Search terms can feed into SEO & PPC strategies 5. Search terms feed content ideas / identify product opportunities @epiphanysearch
  • 12. Exit Rates 1. Analyse where different segments leave your site 2. Are there high value pages with high exit rates 3. Identify pages with low exit rates and analyse content 4. Analyse customer vs non- customer behaviour @epiphanysearch
  • 13. Landing Pages 1. Identify where customers start their journeys – not everyone comes through your homepage 2. Where do high value or low value customers enter 3. Are there any pages that don’t work? 4. Grouping pages can help identify performance opportunities @epiphanysearch
  • 14. Enhanced Ecommerce 1. Discover products regularly added to cart but not purchased 2. Analyse high ‘add to cart’ product pages 3. Use segments to discover pain points through the purchase process @epiphanysearch
  • 15. YouTube Tracking Tracking YouTube videos has gotten much easier. Still requires JS inserting into the site Set as a goal for maximum reporting 1. Are videos a positive part of the user journey? 2. Which videos have an impact? 3. Do users get part way through a video and then exit? http://bit.ly/SwWiim
  • 16. Interaction Tracking By firing events based on time on page you can develop a TRUE bounce rate 1. Allows for the identification of engaged pages 2. What type of content gets good engagement 3. Which pages do users not engage with? @epiphanysearch
  • 17. Conversion Do customers do what you want? @epiphanysearch
  • 18. Micro & Macro Conversions 1. Analyse customer behaviour outside of the ultimate goal 2. Add context to exits, PDF downloads, video plays 3. Use session stitching to analyse the influence of email sign ups, video views 4. Drive micro conversions to increase macro conversions @epiphanysearch
  • 19. Goal Sequencing Hugely valuable way of segmenting users 1. Used to identify how valuable an action is to a user journey 2. Use to show micro conversions role in a purchase 3. Able to segment at a user and session level @epiphanysearch
  • 20. Data What additional data can you collect? @epiphanysearch
  • 21. Demographic Reporting 1. Analyse behaviour based on age / gender group 2. Analyse behaviour based on affinity / interest categories 3. Identify under / over performing segments of user base 4. Integrate with display / remarking strategy to target high value groups with tailored messaging @epiphanysearch
  • 22. Who does Google think I am? Google creates a profile based on your Google account along with the websites you visit Visit: http://bit.ly/1DycpBO https://www.google.com/settings/ads/onweb @epiphanysearch
  • 23. Data Import Google provides an ability to import data easily Done using a spreadsheet it can provide additional context and data points to filter on
  • 24. User ID Having some way of user identification will allow for session stitching Sending your own user ID into GA is easy Gain access to new cross-device reports Understand a truer value of mobile
  • 25. Offline Data 1. Pushing offline data into GA helps build a complete user picture 2. Storing the GA Client ID against a user record is step 1 3. Allows you to build the online to offline, cross device and multi channel picture GA1.3.2125527256.1428145747
  • 26. Data Quality Analysis is only as good as the data on which it is based @epiphanysearch
  • 27. Data Collection Strategy 1. Have one! What do you track? Why do you track it? What does it show? 2. Concentrate on quality over quantity 3. Google releases features regularly, use Google Tag Manager 4. Have a data action strategy @epiphanysearch
  • 28. Analyse ActionReport Data Action Strategy @epiphanysearch
  • 29. Analyse Action Report Data Action Strategy @epiphanysearch
  • 30. Full customer picture There’s no single report to answer all your questions Consumer journeys are more complex than ever Combining all these reports plus your own data will help you build a full customer picture People aren’t the same so don’t forget to segment This data will help you to Report > Understand > Action @epiphanysearch
  • 32. Epiphany Search www.epiphanysearch.co.uk @epiphanysearch @danpeden London Office 31-35 Kirby Street, London, EC1N 8TE Leeds Office The Small Mill, Chadwick Street, Leeds, LS10 1LJ