Archive for 2013

Dec 23
2013

video-thumb-2

Happy Holidays to all!

We are happy to share with you some awesome news!

As we celebrate yet another amazing year for E-Nor, we want to let you, our clients, partners, blog readers and our team members, know that it would not have been possible without you.

Check out this end-of-year video by our Principal Consultant, Feras Alhlou, announcing our commitment to give back and help those in need.

We did away with holiday gifts this year and instead chose to make a significant contribution to a number of non-profit organizations. We are humbled to announce that in 2013 E-Nor has donated over 1% of its revenue and over 750 hour of pro-bono work for nonprofits and causes.

Since 2006 we’ve been blogging on all things digital marketing and analytics, and we are more committed to publish and share more.

Thank you again and Happy Holidays from all of us here at E-Nor! We wish you a very prosperous 2014.

Nov 26
2013

feras-alhlou-thumbFeras has been busy sharing his thoughts on Practical eCommerce –we only allow him to share his realy great analytics thoughts and tips for marketers and ecommerce site owners on this blog :) . The following are summaries of the articles he has published on the Practical eCommerce blog. To get their full goodness, be sure to check out the articles as well!  Also, read to the bottom to find out how you can get a free copy of Practical Ecommerce’s EBook, 50 Great Ecommerce Ideas.


Holiday Analytics: 13 Tips to Prepare your Ecommerce Site

Click here to read the full article…

Holidays fast approaching? No worries! Feras lays out 13 analytics tips to highlight benefits by focusing on specific markers for the vacation translating into more sales and higher conversion rates. He breaks down the tips into three categories: Technology, People and Processes.

In technology, Feras shows you where you should tie the loose ends to have quality and reliable data, making sure the analytics tags are implemented and tested, to include remarketing and other important marketing tags while leveraging tag management solutions especially for mobile apps tracking. In processes, he makes a key point that holds true for the entire article, which is “the five Ps. Previous planning prevents poor performance.” Finally in People, he points out people make a difference. There is no way around it, organizations must commit resources and keep the resources up to speed on the analytics tools they depend on. And as Feras says, “An analytics plan is only as good as the people who implement it.”


3 Google Analytics Reports that Hinder Analysis

Click here to read the full article…

There is a bunch of analytics data for ecommerce businesses. Finding insights though can be a little tricky, but is totally worth it. In this article, Feras describes three standard Google Analytics reports that actually are misleading without some probing. 1. Click-through Rates and Costs per Click – A campaign may have awesome click-through-rates and cost-per-click, but what if it’s not converting? Bottom-line is conversion, don’t get hung up on the CTR and CPC; 2. Conversions from Paid Ads – Your paid ads may not be converting, but you don’t know the affect it has on the awareness of your product. It could take several touches for your audience to convert, paid ads could be at the top of the funnel, so don’t turn them off just yet!; 3. Multi-channel Conversion Funnels – You don’t see some of your channels in your multi-channel conversion reports. What if your social visitor called you? You wouldn’t see that in Google Analytics as a conversion. Don’t treat your offline and online channels separately.


3 Key Google Analytics Reports for Ecommerce Merchants

Click here to read the full article…

If you listen to Feras’ talks or read his articles, you think the guy is obsessed with something called “segmentation”. Well, in our business, ninjas know this truth: segment or die. The first point is segmentation by traffic channel (yes, this is still a major issue for many organizations); this consists of tracking how people are coming to your site and recognizing which channels are the money makers. By keeping track of those converting, you can assess what certain behaviors are likely to lead to better results. The second nifty tip is to segment the data by the day of the week. Segmenting by the days of the week, you will be able to see how conversion rates vary depending on the day and hours and then use those results to boost sales. Finally, the article points out that funnels are typically underutilized by many marketers, and Feras shares tips on gathering insights across the entire checkout funnel as well as creative funnel ideas such as: Add-to-Cart conversions, repeat buyers funnels and placements of add-to-carts.


Ecommerce Analytics for Multiple Devices, Channels

Click here to read the full article…

In this article, Feras provides clear reasoning for the use of tracking visitors across multiple devices and channels allowing for harnessing a level of complexity that traditional analytics approach do not capture. He compares data from desktop users versus mobile traffic of those consumers. He also shows how creating a primary key for each visitor is critically important in today’s analytics (and get ready for Google’s Universal Analytics). This primary key will allow for stitching data across channels and devices to better assess consumer behaviors and in the future develop models for more effective messaging and targeting.


5 Ecommerce Metrics You Should Be Tracking

Click here to read the full article…

Feras shares smart analytics techniques for tracking five user interactions that aren’t usually given attention to. The first is Product Categories; most people miss out on the aggregate view (e.g. men category, women category, etc.) and just report on top products. Next is tracking Product Comparison interactions, which allows customers to compare products as they would like, and thus allowing for tracking of which products were compared and which are getting no interest. Next, is Live Chat Tracking, to potentially identify correlation between visitors’ interests and products they end up buying. Fourth metric that is discussed is Shopping Cart Removes, (not just Adds), maybe it’s pricing, maybe it’s shipping cost, if you are not tracking Cart Removes; you won’t fully understand your funnel bottlenecks and drop-offs. And the final section has to be on, you guessed it, Segmentation! Know Your User segments and please don’t report and do analysis on aggregates.


Practical Ecommerce: 50 Great Ecommerce Ideas


Now that we’ve covered some super useful practical tips for ecommerce marketing managers, we will leave you off with another resource, here are awesome ecommerce ideas and tips from experts, sign up for the PEC newsletter here and receive a free copy of the eBook 50 Great Ecommerce Ideas!

Nov 18
2013

A Commitment to Your Long-Term Success

If you search for “google analytics training course” on the Internet, you’ll find many options to choose from.  So why did we launch our Google Analytics Training Courses? What’s different about our program? How do we stand out?

1. “Office hours”.
For a minimum of six months after the training dates, participants will be able to speak directly with the instructor during scheduled “Office Hours” at least several times monthly, in an online session or open conference call, to review any aspect of their analytics, marketing, or development work.

Eric Fettman Google Analytics Training

2. Interactive, hands-on classroom sessions.
Participants will work in a live Google Analytics account (which we will provide if you don’t already have access to one), and there will be exercises, short quizzes, and active participation throughout the training sessions to reinforce the lessons.

3. A big-picture, real-world approach.
We’ll cover all the nuts and bolts of implementation, configuration, and reporting, and we’ll remain focused on real-world business needs, technical requirements, and ROI. We’ll also study important related topics such as A/B testing, usability testing, and the intersection of analytics and search engine optimization – all to build your conversion optimization skill set.

4. Optional three-month development plan and final test.
If you complete all three days of the main training track, you can optionally submit a personal, three-month analytics development plan (up to two weeks after training) for review by your instructor and take a final exam (up to one month after training) to validate your learning. After three months, you and your instructor can evaluate your progress and discuss next steps.

Register for our Google Analytics Training Course.

Testimonials

Here’s what some of our graduates have to say:

Eric Fettman is a rock star GA guy! He has made understanding analytics very easy. He has instilled confidence in every student to take on creating custom reports, dashboards, safely create filters, use Google Tag Manager and master the E-Commerce functionality of Google Analytics, yay!…Bottom line: Get your butt over to E-Nor’s site and see when and if Google Analytics training is coming soon to a location near you. -Nancy Wigal, Search Engine AcademyRead More

Eric Fettman, Google Analytics University instructor and coach, offers his perspective:

“The whole point of Web analytics is to make a measurable, bottom-line difference through action. Google Analytics is a powerful tool, but it’s used mostly for passive reporting that doesn’t really drive improvement. This course is designed to provide a practical and comprehensive foundation for meaningfully improving visitor satisfaction and steadily increasing purchases, lead generation, or whichever key performance indicators you have identified for your website. It’s important to me that every participant go back to work eager and fully able to use Google Analytics in a way that makes a real impact. And I’ll be there to support them long after the classroom training – that’s just the beginning.”

Our Training vs Analytics Academy

If you’re just starting out with Google Analytics, definitely check out the Analytics Academy, they provide some good foundational skills. But here are some things that separate our trainings:

  • E-Nor’s course provides a uniquely focused immersive, interactive, and supportive learning experience.
  • Previous participants have greatly enjoyed the exercises and quizzes that we complete together throughout the training.
  • We help you formulate your own strategy for analytics and conversion optimization, and provide countless practical, actionable tips that you can apply immediately.
  • We alert you to specific pitfalls to avoid and explore GA features that are critical but hidden or hard to understand.
  • We make the technical topics understandable even if you’re not approaching analytics from a technical background.
  • We review Content Experiments step by step so you can set up your own A/B test within GA.
  • We go beyond analytics to explore usability testing, as well as web optimization as part of a broader framework for customer focus and quality management.
  • You have many opportunities for one-on-one discussions with your instructor during breaks and particularly during the designated Q&A session that concludes each day of training.
  • If you participate in the three days of the main training track, you can work on a personalized 3-month development plan with your instructor and take advantage of coaching support for a minimum of six months after the training. Our objective is for you to apply the classroom lessons so you can drive your analytics and optimization program in a practical and measurable way, and we’re there to support you in your effort even after the formal training ends.
  • We provide breakfast, lunch and refreshments. :)

Training Locations

Looking for a training in your area? Here’s a list of cities were visiting:
San Francisco, CA
Dallas, TX
Los Angeles, CA
Washington, DC
Miami, FL
New York, NY
More Cities

Interested? Click the button to register.

Nov 04
2013

web congress thumb
This year, we’re proud to announce our Principal Partner, Bilal Saleh, will be conducting an Analytics Workshop as one of the sessions of WebCongress Miami!

What Marketers can learn from Network Engineers
With a background in mobile telecommunications, Bilal draws a parallel between digital marketing and network engineering, particularly decision making based on measurement and analysis with the ultimate goal of achieving the best results with minimum resources. Network engineers not only build systems based on objectives/outcomes, resources/constraints, and timelines – but they continuously monitor and measure their outcomes, then tweak and optimize till their goals are reached.  These same practices can be applied to digital marketing strategies and practices to achieve highest ROI.

Workshop Objectives

Bilal will be going through what you need to know in order to “engineer” a winning digital marketing strategy, including:

  • Proper KPI’s to measure
  • Ecommerce foundational and Advanced Analytics techniques
  • The power of segmentation vs. aggregation

Workshop Details

Date: Friday, 8th November, 2013
Place: Venture Hive, 1010 NE 2nd Ave Miami, FL 33132
Contact: miami@webcongress.com
Included: Presentation and Certificate

Who Should Attend

  • Marketing Managers & Business Owners
  • Search Marketing Managers
  • E-Commerce, B2B and Media/Content Site Owners
  • Web Strategists and Digital Marketing Consultants

About WebCongress

WebCongress is an event covering attracting professionals and media from all over Europe, and Latin- America with one goal: teaching online marketing strategies by involving leading companies in the industry. Each year it’s organized in different cities in Spain and in the world such as San Francisco, Miami, Bogota and Amsterdam, with an average attendance of more than 10,000.

Click here for details about the WebCongress Conference in Miami
Click here fora pdf about our WebCongress Analytics Workshop
Click here to Register for the WebCongress Conference in Miami!

Oct 31
2013

press release thumbnail

There are numerous reasons and benefits for companies, large and small, to send out press releases. Some example announcements include:

  • A new executive joining the team
  • A new product or service offering
  • Establishing a new location and company growth
  • Establishing new partnerships
  • Corporate restructuring
  • You name it…

Context for Measuring Press Releases

Often, our customers ask how to measure the effectiveness of press releases. While reputable press release platforms offer their own metrics and data, PR professionals, marketers and executives can still be confused on what to measure and what these press release metrics mean.

For example, if my press release had 55,679 impressions is that good or bad? Or if I got 38 reads, should I celebrate or start to look for another job!

One of the main issues, in my humble opinion, is the lack of context, and – yes – lack of segmentation. Hence this post.

If you are not familiar with standard press release metrics to look for, here’s what people typically look for when they send out a press release:

  • Reach and what headline impressions they get
  • If people are clicking on those headlines and reading
  • If readers are interacting with the press release (clicking on a page to get to your landing page, download an image, pdf, etc.)

Check out this link for more definitions of metrics provided by PR Web.

My goal of this post is not to re-iterate what tens of articles already described on press release metrics, or how to measure awareness and branding – a quick search on google will give you more than you need.

What I want to share with you is a new approach – to use the metrics surrounding the date of release, its impact and make it easier to find actionable insights, inspiring ideas for to increase your audience reach (I can make it sound fancier and say “framework” but I’ll skip that for now :) ).

Let’s get started!

1- Make it Visually Appealing and Trend

First of all, extract your press release data out of your PR platform (csv file) and import it in Excel and trend it. We use Tableau a lot for data visualization, and with few easy steps, you’ll have a much better story to tell! The following view includes data on five press releases. Take a look, insights are are ready for you to garner!

Quickly you can see that your release about the EMEA expansion didn’t do well at all in terms of impressions and reach, however, people must have liked the video or the pdf you included in that press release (look at the relative huge number of interactions).

 

2- It’s Not News After the First Few Days, or Maybe It Is

Most buzz around press releases dies off after the first few days. But sometime you might be interested in finding releases that keep on giving. One approach is to plot your 7-day metrics vs. your all-time metrics. Picking up the data in Tableau and with a little bit of dual-axis formatting gives us this view:

Notice how the first three press release hardly had any impressions after the first 7 days, whereas the Q2 Earnings and Product Announcement releases have picked up a few thousand impressions since the initial announcement. Dig deeper into the referring sources to find out who is linking back to you and is still talking about your cool product. Cater to this audience by creating similar content in the future or potentially advertise on those referring sites.

3- Press Release Engagement Metrics

Let’s tell a better story and add more context to our reporting and analysis. Awesomeness can be attained by blending in data from the PR platform and your site analytics data.

In the graph below, you see how we pulled in the Media Deliveries metrics (number of media outlets that received your press release) as well as site visits corresponding to the respective press release.

Not only that, if you have your engagement/outcome measurement in order, you can measure “conversions” as they relate to traffic from press releases. Granted, press releases are not a “direct response” type of channel, but for specific press releases you might be interested in measuring what users are doing on your site. Note in the graph that the Product Announcement Press release received close to 150 site conversions (in this case a product demo video views on the site).

Putting in all together in one dashboard

Can’t really end the post without mentioning the word “dashboard” :) , so here it is! You combine the three Tableau workbooks/reports we discussed above and you get this beauty!

And as we commented next to each graph, you make sure you do the same for your dashboard. Don’t be lazy, before you send the dashboard off to your executives, do your homework and include findings, insights and recommendations.

Additional Press Release Tracking Tips:

  • Real Time: Google Analytics real time reports are amazing. You can view site activity (incoming traffic, top pages, events, etc.) as it happens. For example, you can monitor real time if you have some hot announcement that is likely to go viral.
  • Google Alerts: you can also set alerts on your company name or a specific keyword related to the press release announcements. If Google is sending a press release about Q3 earnings, you can set your alert on “Google Q3 earnings”.
  • Referring Traffic: you can report on your referring traffic in Google Analytics and filter on traffic from media outlets to get a sense of what traffic is generated from these outlets. For the analysis ninjas out there, check out our post on advanced techniques to capture the source of the press release traffic.
  • Social Media: in addition to the above, leverage your social media listening platform to report on social mentions related to the press release. Make sure you participate in the conversation and address your audience’s questions and concerns.
  • Segment the press release metrics by geo-location or destination: this will allow you to track and trend Reads by tier-1 media outlets
  • Tableau and Google Analytics: From within Tableau,  the Google Analytics connector is at your service. Select the dimensions and metrics you want and pull them into Tableau automatically. No more csv files and no more export and upload, just connect and play!

Other tips you have for assessing the performance of your press releases? Please share in the comments section below.

Oct 23
2013

desktop background google analytics regex cheatsheetI have a background in design. With powerful tools and applications like Photoshop, remembering all the commands can be a challenge. It’s almost 100% necessary to have keyboard shortcuts and cheat sheets if you plan to do heavy surgery with them. Despite your best efforts, some shortcuts and codes just never get memorized (I’ve been trying to remember the hex for red for 7 yrs now, just never has been a priority).

I saw this awesome Photoshop keyboard shortcut desktop background and thought, “How convenient!”

Google Analytics is a powerful tool too, but the commands (Regex’s and Keyboard Shortcuts) can be hard to remember. So for the analytics ninjas (or wannabe ninjas who haven’t memorized every shortcut yet) doing heavy data crunching and report making, we thought it might be cool to have one of those for Google Analytics! We know that there are already some out there, but we wanted ours to be really “pretty” AND could be used as a desktop background (for maximum convenience). This is only for the hardcore analytics ninjas that are willing to get rid of that Hello Kitty desktop pic, picture of your spouse and kids, or “Man of Steel” desktop background.

Click here to find your screen resolution!

DOWNLOADS: Google Analytics Regex Cheat Sheet

Black and White Printable (8.5in x 11in)
1024×768
1024×1024 (iPad)
1280×800
1280×1024
1440×900
1680×1050
1920×1200
2560×1440

DOWNLOADS: Google Analytics Keyboard Shortcuts

Black and White Printable (8.5in x 11in)
1024×768
1024×1024 (iPad)
1280×800
1280×1024
1440×900
1680×1050
1920×1200
2560×1440

Oct 21
2013

63% of Fortune 500 Use Google Analytics

Two years ago, Google announced Google Analytics Premium to solidify their presence in the enterprise market for Analytics. Today, Google Analytics Premium is the leading analytics solution for highly trafficked sites as well as large-scale government-wide initiatives.

Google Analytics Premium offers more horsepower, dedicated support, and groundbreaking solutions to meet enterprise analytics needs. As business data needs grow, Google Analytics has proven it can rise to meet any demand.

But don’t just take our word for it! While we can’t disclose the number of Google Analytics Premium clients, the benchmark data speaks for itself – Fortune 500 are increasingly adopting and finding success with Google Analytics.

Usage in Fortune 500 on the Rise

63% of Fortune 500 websites now use Google Analytics. This percentage was calculated by examining the main website of each of the Fortune 500 corporations. In 2011, usage of Google Analytics among the Fortune 500 was 45%. In 2012, usage of Google Analytics had increased up to a 51% market share. This year, the trend has increased significantly, with 61 new enterprises having adopted Google Analytics or Google Analytics Premium.

fortune-500-analytics-platform-distribution-2013

Not Slowing Down

The above image illustrates that Google Analytics and Google Analytics Premium are clearly resonating within the Fortune 500. The below chart shows a 24% increase in 2013 compared to 2012, which represents a huge increase in market share.

google-analytics-fortune-500-adoption-2012v2013

Like I did in 2012, I attribute this to the aggressive improvements Google has been making over the past 12 months (70+ enhancements to be more precise). We have seen Universal Analytics, a new interface, Enhanced Attribution Modeling, Visitor Segmentation and an integration with Doubleclick just to name a few updates. At the Google Analytics Partners summit Google announced a significant number of Enterprise features that will be coming out (14 announcements in one day!), so I expect this trend to continue into 2014. Data integration and access is a core need of the Enterprise market. Google is clearly taking these needs seriously, as is shown by Google announcement of their Cloud Platform and the availability and integration of Google Analytics Premium hit-level data into BigQuery.

Method: Data collected using Ghostery and analyzing the main website for each Fortune 500 company. Numbers in the bar chart add up to over 100%, due to some companies deploying multiple Analytics Tools.

Last years post: http://www.e-nor.com/blog/web-analytics/51-of-fortune-500-companies-use-google-analytics

Oct 14
2013

google analytics icon in cartClick here to see Part 1 of our series “Google Analytics for Ecommerce – Part 1 – Segment by Product Categories”.

Another place that you may not have thought of that can give you a little bit of insight into how popular your products are is the “comparison” function on your Ecommerce site. If a product is being compared often (then purchased), it’s clearly a hot product. If the product is being compared and not purchased, maybe something is wrong. And if a product is not even being compared, maybe it’s stale.

Each scenario can help you decide what actions to take. Maybe you want to promote your stale products more aggressively on banners, email marketing, etc. Maybe you want to get rid of the stock all together.

Here’s our video on how to track product comparisons:

Sep 30
2013

breaking bad walter white jesse pinkman in desert

“Say My Name…”
“…Heiseinberg…”
“You’re god!@#$ right…”

Last night marked an awesome ending to an awesome show. Unlike some other anti-climactic series finales (that shall remain nameless…Dexter) copping out and leaving it ambiguous to the fans imagination, Vince Gilligan (creator of Breaking Bad) gave us what we wanted. Walter White wrapped up all the loose ends and in such poetic Heisenberg fashion. No spoilers here, but if you’re a fan and you haven’t seen the finale, close this browser right now and go see it!

For Walter White, the purity and value of his “percentage” is the basis and strength of Heisenberg. 99% pure. The perfect cook. That’s how he got so far and that’s how he got so “lucky” as to never end up with a bullet in his back! Everyone wanted the value that percentage could provide!

What value are your exit-rate percentages providing you? One Google Analytics report might say your exit rate is 30%, another one from the same exact data may say 99%. Which one do you use? How do you use it?

Like Heisenberg, we’ll show you how to really “cook” the numbers and get the purity you’re looking for…glass grade…

Exit Rates – How important is the purity of your percentages?

One of the most common difficulties with using Google Analytics is making sure you understand what a particular dimension or metric really means.

Many users of Google Analytics are unaware that there are two very different ways exit rate is calculated. It’s important to know the difference between these two calculations and to use the right one when performing any analysis.

Let’s start by taking a look at an example from GA. Below are the same page, shown in two different reports:

Site Content –> All Pages report
exit-rate-all-pages-report-screenshot

Site Content -> Exit Pages report
exit-rate-site-content-screenshot-1

Although both reports start with the formula

(Exit Rate) = (Exits) / (Pageviews)

each report uses its own pageview number.

Take another look at the screenshots above. Notice that for the same page, the Pageviews metric has different values.

All Pages Report

Pageviews in this report are the total number of times that the page-of-interest was viewed by any visitor.

(Exit Rate) =

(# of visits in which the page-of-interest was the exit page)
____________________________________________________________
(# of pageviews of page-of-interest during any visit)

For pages that have the same number of exits, the exit rate will be lower for pages that have multiple views per visit, such as navigational hub pages.

Exit Pages Report

Pageviews in this report are the total number of times ANY page was viewed in visits in which the page-of-interest was an exit page.

(Exit Rate) =
(# of visits in which the page-of-interest was the exit page)
____________________________________________________________
(# of pageviews of all pages viewed where page-of-interest was an exit page)

For pages that have the same number of exits, the exit rate will be higher for pages that are exit pages during visits with fewer pages/visit. For example, a visit in which someone goes directly to a contact information page and then leaves.

Lets try and test your knowledge of exit rates. Use the 3 visits below and calculate exit rates for pages A-D for both reports.

Visit 1:
B, A

Visit 2:
A, A, A, A, D (The user refreshed the page 10 times?)

Visit 3:
A, B, D, C

Answers:

Page

‘All Pages’ Exit Rate

‘Exit Pages’ Exit Rate

A
1 ‘A’ Exits / 6 ‘A’ Pageviews = 17%
1 ‘A’ Exits / 2 ‘2’ Pageviews =50%

B
0 ‘B’ Exits / 2 ‘B’ Pageviews = 0%
0 ‘B’ Exits / 2 ‘B’ Pageviews = 0%

C
1 ‘C’ Exits / 1 ‘C’ Pageviews = 100%
1 ‘C’ Exits / 4 ‘C’ Pageviews = 25%

D
1 ‘D’ Exits / 2 ‘D’ Pageviews = 50%
1 ‘D’ Exits / 5 ‘D’ Pageviews = 20%

Total
3 Exits / 11 Pageviews = 27%
3 Exits / 11 Pageviews = 27%

Just as Walter White did in the finale, it will be very important to to pick the proper exit or exits during analysis! Now that you know the difference, you can now examine the exit rates in both reports for a particular page and combine that with other data elements to confidently gain insights.

Sep 23
2013

cart-analytics

You are a marketing manager and your online sales have never been better. Your greedy CEO calls you into the office. “We hit our quota this quarter, but next quarter, we want to blow the numbers out of the water! I need to buy a new yacht!”

How are you going to increase online sales when the numbers are already decent? You’re going to really need to dig deep and find ways to cut the data so you can uncover hidden “gems” of insights allowing you to further optimize.

Too many times we see business owners looking at aggregates. What do we care about most in eCommerce? Dollar Dollar bills. The metrics usually measured are things like “conversion rates” and “number of transactions”. This is important obviously, but you’re potentially missing ways of slicing the data that can show you more money.

For Practical Ecommerce, I wrote an article called “5 Ecommerce Metrics You Should Be Tracking“. I thought it would be cool to make a video series based on this.

Here is the first in our 5 part series:

Here’s Google’s developer topic on segmenting by category: Tracking Code: Ecommerce.