Google (digital) analytics

Google (digital) analytics

1. 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).

   • Quantitative date --> customer data across all customer touch points (eg: game consoles, mobile, tablet, refridgerators etc)
   • Qualitative --> collect the date through survey
   • Business objectives
     • E-commerce
       • Lead generation
         • collecting customercontact information for sales leads
         • Online info/support
           • Help customers find the information
           • Branding
             • Drive awareness
             • Content publishing
               • Ads shown to visitors for customer engagement
       • Sell products
     • Outcomes
     • Conversions
       • Macro-conversions
         • Eg: purchase complete action
       • Micro-conversions
         • Behavioural indicators (eg: Sign up for email coupons or newsletters
           • Behavioural datas
     • Outcomes of objectives
   • Continual Improvement
     • Collecting data (MEASURE)
       • Reporting of data (DASH BOARDS)
         • DATA analysis (competitive analysis for benchmarking to Industry benchmark) --> developing hypothesis
           • Testing --> discovering improvement opportunities

2. Core analysis techniques

   • Segmentation
     • To analyse the subsets of the data
       • USES -->What caused the change to the aggregated data?
   • Context
     • To review performance : Is it Good or Bad?
     • Internal
       • Historical - internal data
     • External
       • Industry benchmark data

3. Consumer journey: Measurement

   • Conversions
     • Micro & Macro
   • Conversions attributions
     • Attribution is assigning credit for a conversion
     • Last-click attributions
       • last mareketing activity gets all the credit
       • Ist click attribution
         • Assigning all the revenue on the Ist channel (eg: customer journey start place--> search ads)

4. Measurement plan

   • Step 1. Business objectives
     • step 2. Identify strategies and tactics
       • Step 3. Choose KPI's
         • Step 4: Choose segments
           • Step 5: Targets
         • Measurement of Strategies and tactics
   • Planning : 5 stages
     • Stage 1: Define measurement plan
       • Stage 2: Technical Infrastructure
         • Query string parameters, Server redirects, Flash and Ajax events, multiple sub-domains and responsive web design
         • 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
       • Objectives, goals, KPI's and target to be measured --> Marketing team

5. How Google analytics works

   • 1. Data collection
     • Dimensions -> QUALITATIVE data (user characteristics, actions and their sessions)--> behavioural data
       • eg: User--> geographical data, session dimension--> traffic source
     • Metrics --> QUANTITATIVE data (user characteristics, actions and their sessions)
       • Numerical data
         • Audience metrics (eg: No. of visitors
         • Behaviour metrics (eg: avg number of pages user sees during a session)
         • Conversion metrics (eg: conversion rate)
   • 2. Configuration
   • 3. Processing
   • 4. reporting