google公司PPT模板 - Google University

GoogleConfidentialandProprietary1GoogleUniversityGoogleAnalyticsandWebsiteOptimiserDyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManagerGoogleConfidentialandProprietary2AgendaTopicstobecoveredinthissession:•IntroductiontoWebAnalytics•TheGoogleAnalyticsUserInterface•KeyReportsinGoogleAnalytics•Accountstructureandlinking•WebsiteOptimiserWhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestionsGoogleConfidentialandProprietary3WhatisWebAnalytics?Find•UniqueCalltoactionNavigate2SuccessOnline1Online-SuccessTobesuccessfulonthewebYouneedWebAnalytics!•AndotherOnlineMarketingactivities•Sale,Lead,Branding,etc.Convert3Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvertGoogleConfidentialandProprietary4TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetestingGoogleConfidentialandProprietary5WebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesfaceInterpretingtheresultsDevelopingtheanalyticalmodelsFormingthehypothesis3%12%9%24%PullingtogetherthedataActingonthefindings53%Source:ForresterResearch2005Whatisthemostdifficultaspectofanalyticsforyourcompany?GoogleConfidentialandProprietary6WhatisGoogleAnalytics?Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionratesViewover80+reportsOnlineDownloadEmailGoogleConfidentialandProprietary7HowGAworksGoogleConfidentialandProprietary8HowGoogleAnalyticsWorks2)Pageviewdatacollected1)Cookiesset/reset3)ReportsupdatedhourlyGoogleConfidentialandProprietary93stepstosetupaGoogleAnalyticsAccount10SettingUpGoogleAnalyticsStep1–Signup•Visit•Ifyou’reanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab11SettingUpGoogleAnalyticsStep2–EnteryourWebsite'sURL.•Makesuretoselecteither(ifyouaretrackingasecurewebsite)fromthedrop-downlist.•EnteratitleforthisaccountintheAccountNamefield.12SettingUpGoogleAnalyticsStep3–Addthetrackingcodetoyourpages.•GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.You'llneedtoaddthiscodetoeachpageofyoursite.•Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”sectionGoogleConfidentialandProprietary13UserInterfaceGoogleConfidentialandProprietary14InitialScreenConfigurationMyAnalyticsAccountsAccessControlFilterConfigurationReportViewProfilesGoogleConfidentialandProprietaryUnderstandingtheUI15GoogleConfidentialandProprietary16ReportStructure5MainCategories:1.Visitors-Visitorinformationsuchasloyalty,language,andlocation2.TrafficSources-Naturalandpaidsourcesoftraffic3.Content-Pageviewinformation4.Goals-Conversionratesandgoalpaths5.E-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.GoogleConfidentialandProprietaryCalendar17GoogleConfidentialandProprietary18DataOverTimeGoogleConfidentialandProprietary19ExportingGoogleConfidentialandProprietary20EmailReportsGoogleConfidentialandProprietary21ReportViewsGoogleConfidentialandProprietary22GoogleAnalyticsKeyReportsGoogleConfidentialandProprietaryGeoOverlayReportHelpregionaliseofflineadvertisingcampaignsGoogleConfidentialandProprietaryTopContentReportMostviewedpagesKeystatsforeachpageDrill-downformoredetailGoogleConfidentialandProprietarySiteSearchReportWhatarepeoplelookingforonyoursite?FacilitateseditorialdecisionmakingDrivesearchmarketingstrategyMarketResearchonproductsindemandGoogleConfidentialandProprietaryGoalReportingAwebsitepageviewedbythevisitoroncetheyhavecompletedadesiredactionExamplesofgoalpages:-Registrationconfirmationpage-Addtoshoppingcart-Cartcompletion(proceedtocheckout)-“Thankyouforpurchasing”pageGoogleConfidentialandProprietaryFunnelAnalysisSource:GoogleaccountIdentifybottleneckstoconversionPinpointwherevisitorsleavethefunnelandfindoutwheretheygoDefinednavigationpathrequiredinordertoreachagoalGoogleConfidentialandProprietaryAdwordsIntegrationAutomaticallyimportAdWordscostdataInstantviewofROIonAdWordsspendIdentifybest/worstperformingkeywordsGoogleConfidentialandProprietary29KeywordAnalysisGoogleConfidentialandProprietary30AccountstructureandlinkingGoogleConfidentialandProprietary31ProfilesinGA–SameWebpropertiesClientAccount(mysite.com)ProfileB–UnfilteredProfileforalldataClientAccount(mysite.com)ProfileC