Posts Tagged ‘google analytics’

Apr 10
2012

Manhattan Aerial ViewToday we are happy to announce Manhattan based Imerex is now a division of E-Nor, further expanding E-Nor’s services into the East Coast and Eastern Canada. Our combined teams offer comprehensive digital expertise in Web Analytics, Digital Marketing Optimization and Search Engine Marketing.  We have partnered together for many years and welcome this growth and expansion.

Feras commented, “We have seen real growth in the digital analytics field and a surging demand for web analytics that integrate marketing channels into one place. As analytics experts, we’ve shown our clients how insightful and powerful actionable data can be. Once they have that visibility, the next logical step for them is to ask how they can improve their marketing efforts. Having Imerex as part of our company allows us to provide key strategic and executional expertise on the marketing side which, when combined with our advanced analytics consulting and implementation, can make the most of our client’s marketing dollars.”

We are very excited about this expansion and enhancing our capabilities to better support the growing analytics needs .

Some of the world’s most recognized brands in the San Francisco Bay Area and throughout North American have relied on E-Nor’s team and analytics framework to deliver results and actionable insights to positively impact the business. With offices in the heart of Silicon Valley, Southern California, Alberta, Canada, and now New York, we are well-positioned to service organizations aspiring to be more data-driven, as well as Google Analytics Premium clients looking for our elite support, deeper analysis and more analytics horsepower.

Stay tuned for more exciting news!!!

Mar 20
2012

Do you know which social media channels impact your ROI? Wonder no more!

Today Google Analytics announced a new set of Social reports within Google Analytics which takes us from the social conversations to the impact on our investments. This social reporting suite  delivers marketers the final puzzle piece to make informed social media decisions based on results. Finally the social engagement and impact metrics we have all been waiting for!

The reports are based on pages or content social media visitors access during their visits.  The above report gives a macro view into  how social media delivers or does not deliver value based on outcomes. We can quickly see in the overview report a high level picture of social value.

Digging a little deeper, we want to see how each social channel is measuring up and contributing to conversions. Thus we turn to the Social Sources report. By Social Source we are able to track the conversions by social media source and the conversion value associated with each.  These reports will be available under the standard reporting tab.

A couple of Details:

The social reports are based on participants in the Social Data Hub.  These reports will be rolled out in the next few weeks, so keep checking back and share your thoughts with us as you gain access to the social ROI insights!

Included reports are:

  • Overview Report: see your social performance overview
  • Conversions Report: see your goals and how being impacted by social media
  • Social Sources: see how visitors behave differently between social souces
  • Social Plugins: see which content is being used socially
  • Activity Stream: see offsite social activity in Google Analytics

 

Nov 16
2011

Google Analytics Premium

Today we announced our fifth strategic agreement with Google, enhancing E-Nor’s enterprise service offerings to include Google Analytics Premium. This is exciting news we wanted to share with you.

Google Analytics Premium, a paid analytics offering, contains more processing power, advanced analysis tools, and dedicated support. This new offering is a welcome addition to the already awesome features available in the Google Analytics Standard Edition – awesome just got super awesome!

Both Premium and Standard Editions of Google Analytics will receive many great feature enhancements going forward, with many coming out in the near future. E-Nor can help determine which edition is right for you and how to implement the best option for your organization.

We have supported many of Silicon Valley’s Fortune 500 companies realize tangible business results by leveraging E-Nor’s Digital Marketing Optimization Framework to drive analytics strategic planning, solution integration, advanced analytics implementations, and knowledge transfer. We look forward to working with you!

Join us for a Google Analytics Premium Webinar to learn more:

When:
Tuesday, December 6, 2011
10:00 AM – 11:00 AM PST

Visit Google Analytics Premium or call E-Nor at 1.866.638.7367.

Sep 23
2011

A BIG thank you for all who attended the Google Analytics training day in Las Vegas. I know it was an information packed day but your questions, comments, and the “on-the-fly” analysis requests made a huge difference, and I truly appreciate your participation and engagement.

Here are the links to the topics and posts you requested; feel free to contact or email if you have any other questions or comments.

Two other notes:

  • You should have received the slide deck by now
  • The follow up Q&A online webinar is scheduled for Friday 9/30 at 8 AM pacific. You should receive an invitation early next week so mark your calendar!

In preparation for the Q&A webinar, please add your questions and/or comments here and we will get those answered ahead of time or review them during the webinar.

Thanks again and happy analysis!! :)

Sep 02
2011

Google Analytics released Multi-Channel Funnels (MCF) last week to everyone.  There are many  very powerful features that were included in this release, some of which I mentioned briefly last week.  These features can help make the analysis potential much more powerful. One of the features that everyone needs to take advantage of is Channel Groupings.  Google included a basic channel grouping template in MCF, that categorizes a few channels automatically, such as direct, organic, AdWords, and a couple more.  If you are using campaign tagging, which you should be, you should have a variety of other channels that are assigned sources and mediums that you defined. If you are taking advantage of this, the default MCF view for Top Conversion Paths will look like this:

Before Channel Groupings

For this view I have filtered the report to only show Paths that include other, which are the undefined Channel Groupings.  This isn’t a very useful view, as there is not much analysis that you can do with it.  You don’t know what other is, but after going through the steps later in this post you can break these out and you will have paths that look like this instead:

After Channel Grouping

Above is a report that provides much more information, and is more appealing to look at.  Instead of being presented with a bunch of “Other” we have broken apart other into the marketing channels that we have been tagging correctly using Google Analytics campaign tracking.  This is extremely useful as you can start to analyze how the various marketing channels you are using such as QR Codes, Banner Ads, and even offline media are contributing to your site conversions.

How To Create Channel Groupings

To create your own Channel Grouping like the one presented above, you select the Channel Grouping dropdown and select “Copy Basic Channel Grouping template…” which will copy the settings for the default view that you see in MCF’s.

After clicking on “Copy Basic Channel Grouping template…” you will be presented with the view below.  This is how Google has chosen to categorize the channels in all the reports for MCF’s.  As you can see the “(Other)” channel comes from a rule that Google made if something doesn’t match any of the conditions above.

When you click “Add new Rule” which can be found under the last channel that has been created, you will be presented with new options to create your new channel, which should look like the image below.  Here we have grouped everything that contains “affiliate” in the Medium and grouped it together with a pretty color.  The amount of different combinations are very extensive.  An example of this is for AdWords you could split the Channel into two Channels, those that came from  display advertisements and those that came from paid search.

After you have applied and added new rules for your campaigns your should have a nice list of all your channels, with channel specific colors to make your reports more appealing and easily readable, as shown below.  Again the possibilities of different channel grouping are many.  Google uses a suggestion of making Generic Keywords vs. Branded Keywords, you could incorporate this into the new template you just made by making another copy of it.  You could split your organic search into the two keyword groups, and go from there.  I foresee channel groupings being essential to providing support to marketing questions that arise.  In a meeting a question that may be asked;  “Is social media really worth the time invested?”  To help provide insight into this, you could start breaking apart the social media channels and see which contributes to conversions.  Channel Groupings is my favorite feature of MCF’s, and I have a feeling it will be most peoples as well.

Sep 01
2011

Chart Incline
An age old debate never seems to settle is whether Analytics is hard or easy. Ironically, this debate could be resolved if we (those of us in the web analytics industry), simply realized that analytics is both hard and easy. What’s certainly hard is convincing end users to commit and leverage analytics and make better use of data. When more people become data driven and adopt analytics, then analytics geeks (such as yours truly!) will find themselves impacting strategies at the executive table. Marketers, business owners and consultants could benefit greatly from making the “easy” accessible and the “hard” simplified.

To reach this goal, marketers need a guide to help build the marketing accountability that analytics, and smart people, bring to the table.

I hope to provide this guide and structure in my 7-Step Analytics Reporting Framework whitepaper. This framework will help marketers navigate through seas of data and reports and leverage insights to impact their business.

You can download the full whitepaper here.

Download Whitepaper

And for those of you on the go, here’s a quick outline of what to expect:

1- Define your requirements

Clearly identify what you need to measure and extract key data to measure your performance. This is the foundation for all following steps.

2- Know your channels

Pageviews alone won’t cut it anymore.  Different media platforms require different measurement approaches and techniques. Understand the characteristics of your channels and how to track each of them.

3- Trim your metrics

When it comes to reporting, apply this strategy: “less is more”. Just because you have a lot of data doesn’t mean you need it all.

4- Segment for context

Absolute numbers and aggregates hide a wealth of insight and can be very misleading. . Segment and allow “context” to give your data meaning.

5- Put intelligence at your service

Let computers crunch the numbers. Let reports detect and flag significant changes in your key performance indicators automatically. (If you are not a Google Analytics user, it’s time to jump on the bandwagon and leverage its powerful Intelligence engine.)

6- Integrate reporting

Data from your website offer just few pieces of the puzzle. Incorporate data from mobile, social, offline, competitive, etc. and look at the big picture.

7- Automate

Tired of manual reporting? Automate your reports. This gives you more time to do proper analysis.

Bonus Step

Channel Attribution & Multi-Channel Funnels

Download the full whitepaper here. Feel free to comment and share.

Download Whitepaper

Aug 24
2011

Today, Google has made the new Multi Channel Funnels report suite available for everyone inside of Google Analytics. You can read their announcement here.  Multi-Channel Funnels show which marketing channels customers interacted with for 30 days prior to purchasing or converting (completing a goal).  This is great, because now we can see which channels initiate, assist, and finally help complete the conversion.  In order for this feature to provide any value, you must have Goals and Ecommerce setup in your Google Analytics account.

There are 5 new reports and today I’ll give you a brief overview of a few.  The first report you’ll see is the overview.  Here you can see there where 1,261 conversions and of these 405 were assisted.  Assisted means they used a combination of traffic sources.  This could mean they visited our site twice from referral.  The later reports will break this down more.

Assisted Conversions is next up.  This starts to break down those assisted conversions and shows which channels contributed and whether it was first click, last interaction, or both.  The  values in this table are derived from the values that we assigned to our goals.  This conversion value will be especially useful if you have e-commerce enabled and setup in Google Analytics.  Keep in mind that in this report you can change to look at first click vs. last interaction and these are not mutually exclusive.  A visitors path could look like Organic -> Direct – > Organic and in this case Organic would get both a first click and last interaction conversion.  An awesome new feature in this section is the ability to make your own channel groupings, which for example could be a list of branded keywords and this can all be done on the fly.

The Top Conversion Paths Reports, display the conversion paths in a very user friendly manner.  For the example below you can see that most of the users who are converting on this site, stick with the same channel.  When looking at this and other reports, it is important to not just look at the overview as we have done for these examples, but also to drilldown and look at individual goal and e-commerce conversions.

These new reports open up many new layers of analysis.  Multi-Channel Funnels complements the recent update to sessions.  We will be providing more posts, about more detailed analysis that can be done inside of each of these reports.  If you have any unique insights into how you are going to use these reports leave a comment below.

Aug 04
2011

Back in August 2008, I wrote a post on how to optimize form length with input analysis with Google Analytics. This is still a very relevant topic, as forms are still essential to collecting data from visitors.  I still cringe when I see a form that has a ton of fields, and I know many of you do as well.  This post will show you how to take action to shorten your forms and remove unneeded fields, which usually results in higher conversion rates for your forms.

The old post referenced the traditional/syncronous version of the Google Analytics tracking code. This new post features the newest release by Google, which is the asynchronous code execution.

Please note that I am not going to re-do the entire post, just the code portion.

So here is the code update:

Traditional Snippet (Synchronous):

function validate()
{
isEntered(document.getElementById('name'),'name');
isEntered(document.getElementById('email'),'email');
isEntered(document.getElementById('phone'),'phone');
isEntered(document.getElementById('company'),'company');
isEntered(document.getElementById('comments'),'comments');

frm.action='/thankyou.aspx?src=contact_us.htm';
} 

function isEntered(el, field_name)
{
     if((el.value=="") || (el.value==null))
     {
     pageTracker._trackPageview('/contact_us.htm/empty/'+field_name);
     }

     else
     {
     return false;
     }
}

Asynchronous Snippet (NEW):

function validate()
{
isEntered(document.getElementById('name'),'name');
isEntered(document.getElementById('email'),'email');
isEntered(document.getElementById('phone'),'phone');
isEntered(document.getElementById('company'),'company');
isEntered(document.getElementById('comments'),'comments');

frm.action='/thankyou.aspx?src=contact_us.htm';
} 

function isEntered(el, field_name)
{
     if((el.value=="") || (el.value==null))
     {
	 _gaq.push(['_trackPageview', '/contact_us.htm/empty/'+field_name]);
     }

     else
     {
     return false;
     }
}

 

Related Posts:

Jul 29
2011

Back in January 2009, I wrote a post on how to track traffic from Press Releases in Google Analytics. That posts referenced the old synchronous version of the Google Analytics tracking code and needed a code update with the most recent tracking code release by Google, featuring asynchronous code execution.

Please note that I am not going to re-do the entire post, just the code portion.

So here is the code update:

Traditional Snippet (Synchronous):

<script type="text/javascript">
var srcPage = getDomain (document.referrer);
var parameter = get_parameter('id');

function get_parameter(name)
{
  name = name.replace(/[\[]/,"\\\[").replace(/[\]]/,"\\\]");
  var regexS = "[\\?&#]"+name+"=([^&#]*)";
  var regex = new RegExp(regexS);
  var results = regex.exec(window.location.href);
    if( results == null )
      return "";
    else
      return results[1];
}

function getDomain (thestring) {
  var urlpattern = new RegExp("(http|ftp|https)://(.*?)/.*$");
  var parsedurl = thestring.match(urlpattern);
      if( parsedurl == null )
      	return "";
      else
        return parsedurl[2];
}

if (parameter == '1')
{
    window.location.hash = "utm_source="+srcPage+"&utm_medium=press_release&utm_campaign=hurricane_katrina";
}
</script>

<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>

<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-XXXXXXX-X");
pageTracker._setAllowAnchor(true);
pageTracker._trackPageview();
} catch(err) {}
</script>

Asynchronous Snippet (NEW):

<script type="text/javascript">
var srcPage = getDomain (document.referrer);
var parameter = get_parameter('id');

function get_parameter(name)
{
  name = name.replace(/[\[]/,"\\\[").replace(/[\]]/,"\\\]");
  var regexS = "[\\?&#]"+name+"=([^&#]*)";
  var regex = new RegExp(regexS);
  var results = regex.exec(window.location.href);
    if( results == null )
      return "";
    else
      return results[1];
}

function getDomain (thestring) {
  var urlpattern = new RegExp("(http|ftp|https)://(.*?)/.*$");
  var parsedurl = thestring.match(urlpattern);
      if( parsedurl == null )
      	return "";
      else
        return parsedurl[2];
}

if (parameter == '1')
{
    window.location.hash = "utm_source="+srcPage+"&utm_medium=press_release&utm_campaign=hurricane_katrina";
}
</script>

<script type="text/javascript">

  var _gaq = _gaq || [];
  _gaq.push(['_setAccount', 'UA-XXXXXXX-X']);
  _gaq.push(['_setAllowAnchor', true]);
  _gaq.push(['_trackPageview']);

  (function() {
    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
  })();

</script>

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Mar 30
2011

Supercharge MarketingYou just attended an informative digital marketing and analytics conference and you’re pumped to make it a banner year for your organization. Your analytics and marketing goals are set and now you are serious about making a difference and you want to:

  • Better understand your customers
  • Improve your site performance
  • Squeeze every bit of ROI from your marketing initiatives, and
  • Provide valuable insight/recommendations to the business

Lofty goals and they should be. But are they achievable? Yes! Supercharge your marketing by implementing the 6-step Analytics Framework outlined in this post (although, for those of us addicted to data, it seems as though we might benefit more from a 12-step program :) ).

Before I dive into the framework, and for the (hopefully small) minority that is still getting familiar with analytics, it’s time to get serious about measurement or risk falling behind. Here’s why everyone should jump on the analytics bandwagon:

  • Millions of sites, from start-ups to Fortune 25, use enterprise-class analytics solutions such as Google Analytics to improve their site performance.
  • Today, analytics literature is abundant. Do a quick search for “web analytics” on Amazon and you’ll get over 200 results.
  • Even in this day and age, it seems that only a few companies are serious about measurement and analysis. It’s time to move beyond the basics and treat data as a strategic asset. So if you’re looking for gold, it’s clear where you have to dig. Big companies like IBM can’t acquire analytics companies fast enough!

So we have established that there is more interest in data and more access to enterprise level analytics – but what is missing? We need smart people and commitment to a process. And as importantly, we need practical tips to guide us through the web of analytics. Assuming you have (or can get) smart people who care about the business and ask the right questions, here is a tried and tested framework guaranteed to take your marketing optimization to the next level.

The 6-step Analytics Framework

  1. Know Thy Channels
  2. Metrics: Less is More
  3. Segmentation: Give Me Context
  4. Intelligence at Your Service
  5. Reporting
  6. Automation

Let’s get started!!

1 – Know Thy Channels

Campaign Segmentation

Your traffic is skyrocketing and you don’t know why. Not a good thing. You deserve more visibility. And since you’re smart and up-to-date, you know you can’t measure every channel using old metrics and by using just one tool. Hello Multiplicity! The good old pageviews won’t cut it anymore. Because channels are constantly evolving (did you know of anyone measuring “tweets” three years ago? :) ), it’s crucial to understand the characteristics of each channel and identify meaningful metrics specific to that channel.

For example:

  • If you are a content site, and you are busy producing videos, you want to measure the success of this digital content. Look at user behavior and events (play, pause, forward etc) and understand where and when your audience is most engaged with your content.
  • If blogging is your forte, measure number of comments, average words per post and average words per comment. Successful blogging is comprised of an engaged audience. We use WordPress’ Blog Metrics.
  • If you’re one of the millions on FaceBook, listen to the conversation through comments, ‘likes’, shares, etc. Today, conversations happen outside of your own site.

Blog Analytics

Power tip: Identify all your channels and document what engagement and outcomes you expect and want to measure.

2 – Metrics: Less is More!

Are you drowning in rivers of data? To prevent sinking, critically examine your load. Just because you have access to large amounts of data and reports in Google Analytics (and the four other tools you have on your site), you don’t need it all. When sorting through data, remember: less is more. Just focus on what keeps your CEO awake at night (or jumping for joy :) ). Focus on key results, here are recommendations:

  • eCommerce: report on revenue, ROAS and compare to expected outcomes
  • B2B businesses: report on qualified leads and cost/lead
  • Report on conversion rates and what channels are best/worst performers
  • If you are just starting your analytics journey and you don’t have your analytics solution fully implemented, reporting on a “basic” yet powerful metric such as bounce rate will help you identify your worst offenders (campaigns and pages) and that’s something you can improve fairly quickly
  • If you’re really advanced, develop your own custom KPIs. For example, check out how philly.com has done it. This newspaper website is measuring engagement on a new (and slightly complex) level. They are asking very thoughtful questions to help them understand their user behavior.

Power tip: Identify and trend 2-3 metrics for each of your stakeholders (business, marketing, IT, product, support)

3 – Segmentation: Give Me Context

Last month, you had one million visitors to your site. Sounds good, but is it? Not if you had three million visits two months ago. So always give your data context, segmentation is key. With Google Analytics, you can apply advanced segmentation capabilities to slice and dice your data in almost every other way you need (e.g. paid vs. non paid searches, engaged vs. non-engaged, geography, visitor type, browser, time comparison, etc. you name it). If you are the deep-dive type, you should then zoom in on your segments for more meaningful data and whatever makes sense for your business.

  • If you have an eCommerce site, report on sales this month, planned sales, sales last month and sales during the same month last year

eCommerce Segmentation

Power tip: Review your current dashboard and assess where to add an additional dimension to each report

4 – Intelligence at Your Service
Let computers do all the number crunching. Make faster, smarter decisions with reports that automatically detect and surface significant changes in your key performance indicators. It’s your site and you’re responsible for it. So log into Google Analytics, set your preferences, and let intelligence do the work. As a result, you’ll have more time to analyze and properly present your data.

Google Analytics Intelligence

Power tip: Set Google Analytics custom alerts for each of the KPIs on your dashboard

5 – Reporting
It’s the end of the month again and reports are due and you know that your site is no longer the center of the universe. You have offline data sources, campaign cost data, mobile applications, surveys etc.) So you want to blend the data for a meaningful presentation, insight and actionability. For your Analytics dashboards, bring in data from different sources and organize it under one framework.

Reporting Framework

Power tip: Trend and report on those 2-3 KPIs you identified earlier

6 – Automation

Better manage your time by automating your reports. Manual reporting can take so long that we eventually neglect properly analyzing the information. Many tools are available to send data to your inbox (or dashboard). So once you have selected your key performance indicators, and to the extent possible, automate report generation. Why you might ask? Trust me, you’ll have much more time to act on the data. But, wait, there’s more!

Reporting Automation - Google Analytics to Excel

For example:

  • Say you run an eCommerce site and you are using Google Analytics, find your favorite tool in the Google Analytics Application Gallery and get that data out of GA and in to your favorite application. Check out the application from our good friends at ShufflePoint who leverage the Google Analytics API to export data into Excel and Powerpoint (we simply are very impressed by what they have done and do recommend their solution to our clients). Done are the copy and paste days. Voila! One click and your data is in Excel! You can then use simple trending/charting options, advanced pivots or more elaborate dashboards as you see in these snapshots. Analyzing the data requires smart people, but getting reports should be a piece of cake. Now, spend your time wisely on important things (like reading E-Nor blog posts :) ).

eCommerce Reporting Automation - Google Analytics to Excel


Concluding Notes

To summarize, marketing optimization is not a one time thing, or something that we “set and forget”. You want to “measure.. analyze… optimize” and start again. I encourage you to establish a weekly, monthly and quarterly set of activities to improve your measurement framework. The details will depend on your business and marketing activities but you definitely want to audit what you do to ensure you:

  • Stay updated on new marketing channels
  • Measure only what matters
  • Run reports efficiently
  • Dedicate time to analysis
  • Upgrade your team’s Excel/reporting/analysis/presentation skill-sets
  • Act on findings to positively impact the business and make sure the organization is aware of the impact!

So here it is. The 6-step framework to supercharge your marketing optimization effort! I hope you put it to use and I welcome your input, comments and feedback.

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