intro to analytics.pdf

Module 5 Introduction to Analytics Confidential Customized for Lorem Ipsum LLC Version 1.0 Agenda Overview of Analytics Getting started with Google Getting started with Google...

Module 5 Introduction to Analytics Confidential Customized for Lorem Ipsum LLC Version 1.0 Agenda Overview of Analytics Getting started with Google Getting started with Google Analytics Analytics What are Web What is Google Analytics Analytics Google Analytics reports Benefits / Limitations Web Analytics KPIs How Google Analytics works and tools Accounts, profiles, and users Analytics for Campaign Analytics Tools in success Campaigns the Industry Social Media Analytics Social CRM & Analytics Case studies Web Analytics: What is it? the process of collecting website data and then processing, reporting, and analyzing it to create an online strategy for improving the website experience Web Analytics helps to Refine your marketing campaigns Understand your website visitors Analyze website conversions Improve the website user experience Boost your search engine ranking Understand and optimize referral sources Boost online sales  KPI stands for key performance indicator, a Web Analytics KPIs quantifiable measure of performance over time for a specific objective. Website Traffic and Mobile Site Traffic New Visitors vs. Returning Visitors Time on Site Page Views Per Visit Bounce Rate Traffic Source Day Part Monitoring Subscribers Chat Sessions Average Position Click Through Rates (CTR) Web Analytics Tools 1. Matomo 2. Google Analytics 3. Tiny Analytics 4. Mixpanel 5. SimilarWeb 6. Hotjar 7. Woopra 8. Adobe Analytics 9. Statcounter Source 10. Amplitude 11. Heap 12. Visual Website Optimizer (VWO) 13. Kissmetrics 14. Indicative 15. Chartbeat  Google Analytics Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also the mobile app traffic & events There's a free and a paid version of GA Universal Analytics is the current version of Google Analytics. If you set up your Google Analytics account before October 2020, you likely have Universal Analytics. GA4 is the latest version of Google Analytics. It has a slightly different UI and the reports, tools, and features have been upgraded. Google Analytics : Benefits An excellent free tool Simple to set up Provides out of the box reports / custom & preset reports Manages multiple properties Regularly updated with new features Tells you how people found your site Shows you real-time traffic data Google Analytics : Limitations The interface maybe hard to get onboard with in a short time / Complexity Google may do data sampling Not compliant with GPDR Lack of organic keyword data Google Analytics : How does it work 1. Create Account 2. Add the name, time zone, and data stream 3. Place the tracking code on website 4. Understand the Hierarchy a. Organization b. Account c. Property d. View - Raw, Filtered e. Data Stream - Website, iOS app, Android App f. Dimensions & Metrics The Google Analytics Interface Account/Property/View switcher Left-hand navigation Date range Line Graph Duration Selector (Hour, Day, Week, Month) Share Reports Dashboards / Customize reports Google Analytics: Dimensions & Metrics Dimensions Metrics Browser Sessions Location Pageviews Landing page Conversions Device Bounce rate Customer type Session duration  Google Analytics Reports Real Time Report Audience Report Acquisition Report Behaviour Report Conversions Google Analytics: Real Time Reports Real Time Report Google Analytics: Audience/User Reports Active Users report Demographics and Interests reports Geographic reports Technology report Mobile report Google Analytics: Acquisition Reports Organic Search Paid (Paid Search, Display) Referral Email Direct Social - Paid and Organic Google Analytics: Behaviour Reports/ Engagement Report All Pages Content Drilldown Landing Pages Exit Pages Events Google Analytics: Conversion Reports Monetization Report Goal completion Google Analytics: Campaigns & Adwords Reports Custom Campaigns URL Builder ○ “Medium” communicates the mechanism, or how you sent your message to the user. You could include “email” for an email campaign, “cpc” for paid search ads, or “social” for a social network. ○ “Source” communicates where the user came from. This could be a specific web page or a link in an email. So if the medium was “cpc” (or “cost per click” paid traffic), the source might be “google,” “bing,” or “yahoo.” If the medium was “email,” the source might be “newsletter”. ○ “Campaign” can communicate the name of your marketing campaign such as “2015-Back-To-School” or “2015-Holiday-Sale”.  Social Media Analytics Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media ○ Helps Marketers track, measure, analyze performance ○ Aligning their performance to marketing goals ○ Aids in justifying the investments made on campaigns  Social Media Analytics Tools Hootsuite Sprout Social Meta Business Suite Inbuilt App Insights Social Media Analytics Metrics 1. Reach: The number of unique accounts that have seen your post, and therefore how much awareness and value you’re gaining. 2. Engagement rate: This is a calculation that shows what percentage of your following has interacted with your content. If your followers are commenting, liking, saving, and sharing your content, your engagement rate will show it. 3. Traffic: The amount of clicks your website, CTAs, and Instagram Stories link stickers drive — a jackpot for understanding what motivates your audience. 4. Saves: The number of times your post has been bookmarked. 5. Shares: Shared content indicates how many times a post was sent to another user through Instagram — and that’s a very telling metric. 6. Audience growth: Thanks to Instagram’s “followed” and “unfollowed” metrics — you can see exactly how many followers you gain and lose each day. 7. Watch through rate: Your Instagram Stories, Reels, and video watch-through rate measures the percentage of people who followed your content from beginning to end. 8. Instagram Stories views: Each story slide posted to Instagram will have its own metrics — including replies, impressions, and navigations. You can use the metrics for each story slide to learn what holds your audience’s attention, what they tap back to, and what causes them to skip away from your content. 9. Instagram Reels engagement: Measures your Reel content interactions. You can calculate your Instagram Reels engagement rate with a bit of math: Reels Engagement Rate = # of Reels interactions / Reels Plays x 100 10. Best time to post: Posting at your personalized best time to post on Instagram increases the likelihood of followers actually seeing and engaging with your posts. When you post at the right time, you're more likely to see a boost in likes, comments, saves, and shares, because your community is online and scrolling their feeds.  Meta Business Suite Use Insights to reveal: The results of your organic (posts and stories) and paid (ads) social media efforts across Facebook and Instagram. Metrics, trends and visual reports that help uncover which ad strategies work well and where you can make improvements. You can then optimise the way you spend your time and resources. The performance of your Facebook Page and Instagram business profile. The cross-platform spend of your ad account. Organic and boosted post content engagement, including likes and comments. Demographic and geographic summaries of people who like your Page and follow your Instagram business profile. Instagram Inbuilt Insights Instagram Insights is a feature that allows Instagram Business Account users to see analytics related to their profile and posts. From this data, you'll be able to identify what your audience likes and engages with the most to improve your Instagram strategy. Social CRM Social CRM, or social customer relationship management, is customer relationship management (CRM) and engagement fostered by communication with customers through social networking sites such as Twitter and Facebook. Social CRM Social CRM is an extension of traditional CRM (customer relationship management), specifically focused on leveraging social media platforms and online communities in order to manage and nurture customer relationships. The benefits of social CRM are many. Provide faster customer service Practice social listening Integrate sales, marketing, and customer service teams Monitor for mentions Control and improve your brand reputation Share content and engage with existing clients and prospects Social CRM also allows businesses to gather valuable customer data and provide personalized customer service experiences. Basically, everything you need to practice social selling effectively. Social CRM Tools Traffic — If your goal is to drive traffic to your website or ecommerce platform, social CRM enables real-time monitoring of traffic and click-through rates, allowing businesses to assess the success of converting visitors into sales. Brand mentions — Monitoring the online buzz surrounding your brand is crucial. With social CRM, you can track brand mentions across multiple platforms. Engagement metrics — Social CRM software helps break down engagement metrics such as likes, shares, reposts, comments, and incoming communications. Audience demographics — Who is following you? How do they behave online? Social CRM Process Define your social CRM objectives Select the right social CRM tools ○ Hootsuite ○ Zendesk ○ Hubspot ○ Zoho ○ Microsoft Dynamics Integrate your social media channels Monitor and analyze social media conversations  Social Listening The practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords. ○ track every mention of your brand ○ track competing brands ○ trending content ○ sentiment analysis ○ data-driven decisions Social Listening helps you to ○ Understand your audience ○ Business & product intelligence ○ Crisis management ○ Customer relationships & acquisition ○ Collaboration opportunities ○ Competitor & industry trends ○ Uncover market trends ○ Improve campaign targeting Case Studies Google Analytics ○ Fairmont Hotels ○ Panasonic ○ Watchfinder Social Media Analytics ○ Barclays ○ Roxy Theater ○ Samsung Thank you.