Google (digital) analytics

Definition: 1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline).
1. Quantitative date --> customer data across all customer touch points (eg: game consoles, mobile, tablet, refridgerators etc)
2. Qualitative --> collect the date through survey
3. Business objectives
  1. E-commerce
    1. Lead generation
      1. collecting customercontact information for sales leads
      2. Online info/support
        Help customers find the information
        Branding
        Drive awareness
        Content publishing
        Ads shown to visitors for customer engagement
    2. Sell products
  2. Outcomes
  3. Conversions
    1. Macro-conversions
      1. Eg: purchase complete action
    2. Micro-conversions
      1. Behavioural indicators (eg: Sign up for email coupons or newsletters
        Behavioural datas
  4. Outcomes of objectives
4. Continual Improvement
  1. Collecting data (MEASURE)
    1. Reporting of data (DASH BOARDS)
      1. DATA analysis (competitive analysis for benchmarking to Industry benchmark) --> developing hypothesis
        Testing --> discovering improvement opportunities
Core analysis techniques
1. Segmentation
  1. To analyse the subsets of the data
    1. USES -->What caused the change to the aggregated data?
2. Context
  1. To review performance : Is it Good or Bad?
  2. Internal
    1. Historical - internal data
  3. External
    1. Industry benchmark data
Consumer journey: Measurement
1. Conversions
  1. Micro & Macro
2. Conversions attributions
  1. Attribution is assigning credit for a conversion
  2. Last-click attributions
    1. last mareketing activity gets all the credit
    2. Ist click attribution
      1. Assigning all the revenue on the Ist channel (eg: customer journey start place--> search ads)
Measurement plan
1. Step 1. Business objectives
  1. step 2. Identify strategies and tactics
    1. Step 3. Choose KPI's
      1. Step 4: Choose segments
        Step 5: Targets
      2. Measurement of Strategies and tactics
2. Planning : 5 stages
  1. Stage 1: Define measurement plan
    1. Stage 2: Technical Infrastructure
      1. Query string parameters, Server redirects, Flash and Ajax events, multiple sub-domains and responsive web design
      2. Stage 3: Implementation plan
        Stage 4: Implement --> reliable, accurate data
        Stage 5: Maintain and refine
        Standard dimensions --> basic page tag
        Business outcomes --> goals & ecommerce
        clean and accurate data --> filters/settings
        Marketing channels --> campaign tracking and adwords linking
        Simplified reporting --> customer reports and dashboards
    2. Objectives, goals, KPI's and target to be measured --> Marketing team
How Google analytics works
1. 1. Data collection
  1. Dimensions -> QUALITATIVE data (user characteristics, actions and their sessions)--> behavioural data
    1. eg: User--> geographical data, session dimension--> traffic source
  2. Metrics --> QUANTITATIVE data (user characteristics, actions and their sessions)
    1. Numerical data
      1. Audience metrics (eg: No. of visitors
      2. Behaviour metrics (eg: avg number of pages user sees during a session)
      3. Conversion metrics (eg: conversion rate)
2. 2. Configuration
3. 3. Processing
4. 4. reporting

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Google (digital) analytics

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	Created by Arun Shiva about 9 years ago