1. Translating Google Analytics into Marketing Metrics
by Chad Brustin

2. Your website generates a lot of insightful user data that needs to be mined to reach your company’s goals.

3. Generic reporting tools don’t always provide the full picture
Generic reporting tools don’t always provide the full picture. Where do you start?

4. You are unsure what you should measure, how you should measure, and how often you should measure.

5. You Need A Google Analytics dashboard aligned with your measurable goals

6. Follow three steps to translate Google Analytics reporting tools into a Marketing Metrics framework.

7. Step One: Define your goals
Examples include:
Increase sales
Increase user lists (newsletters, etc.)
Increase education (white paper downloads)
Increase visibility in the market (top search engine ranking)
Deflect inbound customer phone calls (self service tools)

8. Examples of Qualitative Goals
Brand Advertising Goals:
Lift in recall
Lift in Positive Sentiment
Lift in Key Attributes or Benefits Associated
Lift in Purchase Intent
* Akin Arian, MultiChannel Marketing, Pp

9. Examples of Quantitative Goals
Survey Goals:
Campaign Impressions or Reach
Campaign Click Throughs or Click Through rate
Campaign View Throughs and View Through Rate
Unique Campaign Responders (Visitors)
* Akin Arian, MultiChannel Marketing, P 63

10. Examples of Qualitative Goals
Engagement Metrics
Campaign Bounce Rate
Percent of Engaged Campaign Visits or Visitors
Page views per Visit for Campaign Responders
* Akin Arian, MultiChannel Marketing, P 63

11. Examples of Qualitative Goals
Online Revenue Metrics
Campaign Revenue
Campaign Average Order Value
Campaign Lifetime Revenue
* Akin Arian, MultiChannel Marketing, P 64-65

12. Examples of Qualitative Goals
Online Cost Metrics
Campaign Costs
Campaign Cost Per Click Through or Visitor
Campaign Cost Per Acquisition
* Akin Arian, MultiChannel Marketing, P 65

13. Step Two: Formulate KPIs
KPIs, or key performance indicators help organizations achieve organizational goals through the definition and measurement of progress. The key indicators are agreed upon by an organization and are indicators which can be measured that will reflect success factors. The KPIs selected must reflect the organization's goals, they must be key to its success, and they must be measurable.

14. KPI Example: Lead Generation
Overall Conversion (leads/site visits)
Conversion by campaign
New user campaign 30% conversion rate;
Switcher campaign 15% conversion rate)
Drivers to the registration process
(10% of visitors who land on the contact us page take an action to , call, or fax us)
Step-by-step conversion analysis via the registration process.
Analysis of registration process dropouts
Conversion of leads to actual customers
5% of visitors who sign up for the newsletter become customers
60% of visitors who download the product purchase the trial
10% of visitors who submit a form requesting information become customers
* Jason Burby & Shane Atchison, Actionable Web Analytics, P 83
Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.

15. Online Tactics Associated With Lead Generation Stages
Marketing’s View of Lead Generation
70%
90%
0 & 20%
10-30%
30-50%
Business
partnerships
Leads from business partners
Focus for new markets
Consistent Communication
Builds Relationship with Prospect
Online Tactics Associated With Lead Generation Stages

16. Website reports can inform UI or content changes
Where is your website leaking?
Website reports can inform UI or content changes

17. KPI Example: E Commerce
Overall Purchase Conversion (orders/site visits)
Average Order Size
Items Per Order
Step-by-step purchase conversion via the registration process.
Analysis of purchase funnel defectors
Effect on offline sales
Unique toll free numbers help track this and highlight customer changing the sales channel
First-time versus returning buyers.
* Jason Burby & Shane Atchison, Actionable Web Analytics, P 81-82
Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.

18. Step Three: Reflect Your KPIs In Your Dashboard

19. Add Goals To Your Dashboard

20. Goal Example: Navigation from Home Page to Contact Us Page

21. Combine “metrics” and “dimensions” definitions
Add Custom Reports to Your Dashboard
Combine “metrics” and “dimensions” definitions

22. Tips For Creating Custom Reports
Start simple and experiment!
Choices Consist of Metrics (blue) & Dimensions (green)
Print out definitions of metrics and dimensions while creating a custom report.
Use consistent naming conventions.
Think about the question you want answered that is aligned with the KPI.

23. Correlating Questions with Metrics & Dimensions
Question Examples:
Related Metrics
1. Who visited my website?
Unique Visitors, Return Visitors,
2. From where did they come?
Referring URLs, Referring Search Engines, Browsing Path Within Your Website, Referring Search Phrases.
3. What pages did they view?
# Entry Pages, # Page Views, Average Time on Pages, Page Views per Visitor
4. Did they have any trouble
with my site?
Browser Versions, Platform Versions, Flash Versions, Java Versions
5. What did they view, buy, or
sign-up for?
Orders (average amount, number, total revenue) Sign-Ups
The reports become powerful when you combine two of the questions above.

24. What Keywords Are Being Used?
You Tube: Video Example

25. Where are visitors coming from?
You Tube: Video Example

26. Correlating Two Data Points
Custom Report Details
Correlating Two Data Points

27. Combine “metrics” and “dimensions” to answer questions
Links To Custom Report Definitions
Metrics Definitions
Dimensions Definitions
Valid Combinations of Metrics and Dimensions
Combine “metrics” and “dimensions” to answer questions

28. Custom Report Example
You Tube: Video Example

29. Click on the links to drill down deeper
Custom Report Definitions Example
Click on the links to drill down deeper

30. Another Tool for Visualizing Traffic

31. Resources: Websites: Marketing Profs: Google Analytics Articles
Google Analytics Webinar through ROI Revolution
You Tube:
Google Analytics channel
Google Business
Tech Savvy Marketer
Books:
Actionable Web Analytics by Jason Burby & Shane Atchison
Web Metrics: Proven Methods for Measuring Web Site Success by Jim Sterne:
Multichannel Marketing by Akin Arikan