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Analytics 1

Analytics 1. What are they? What are they for? Why are there so many?. Analytics, metrics. . . As the names imply, these are measurement tools. Like all good tools, they are limited in scope. If the only tool you have is a hammer, everything looks like a nail. What do they measure?.

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Analytics 1

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  1. Analytics 1 What are they? What are they for? Why are there so many?

  2. Analytics, metrics. . . • As the names imply, these are measurement tools. • Like all good tools, they are limited in scope. • If the only tool you have is a hammer, everything looks like a nail. • What do they measure?

  3. Defining the units of analysis I • Start with concepts • General and broad; examples include ‘awareness’ and ‘status’ • This is, generally speaking, what is being measured • In our case: effectiveness, traffic, engagement, etcetera.

  4. Defining the units of analysis II • From concepts, derive Operational Definitions • Where concepts are general and broad, operational definitions are as specific as possible.

  5. Operationalize this! • Exercises: • 1. What is a web site ‘visit’? • 2. What are unique visitors? • 3. What are ‘total visitors? • Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted. • Albert Einstein

  6. Analytics everywhere

  7. Google Analytics • At the end of the day, this is a sales tool • Google analytics is a business enabling technology that is tied to a particular set of structures • AdSense keyword campaigns • Landing pages • A funnel procedure • A conversion system • JavaScript include to track the user

  8. The pieces: Adsense ad • Think expansively; a Directing Structure, not just a text ad (although those are important too). • The DS should be crafted around particular keywords. • Different keywords direct a user to different landing pages with calls to action crafted around those keywords.

  9. The pieces: Landing pages • These have unique URLs and lead to a particular set of procedures / pages. • Landing page optimization is about converting a clicker/browser into a buyer. • Language and actions and design are optimized to an ideal procedure that is begun by the directing structure.

  10. The pieces: The conversion funnel • The set of pages that are used for customer conversion. • The set of pages that are constantly tracked and tweaked to improve performance or ROI.

  11. The pieces: JavaScript include • JavaScript include tracks site movement • <script src=http://www.google-analytics.com/urchin.js • type="text/javascript"> • </script> • <script type="text/javascript">_ • uacct = "UA-4297476-1"; • urchinTracker(); • </script>

  12. Specific differences for the Nsites • We are interested in full CMS optimization. This includes workflow operations and data granularity • We are interested in data throw-off from our operations • What replaces the conversion funnel? • Lead generation • Highschool targeting from a DS

  13. Google Tutorial • google.com/analytics

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