超赞世界500强企业PPT模板之google

超赞世界500强企业PPT模板之,2,GoogleUniversity,GoogleAnalyticsandWebsiteOptimiser,DyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManager,3,Agenda,Topicstobecoveredinthissession:IntroductiontoWebAnalyticsTheGoogleAnalyticsUserInterfaceKeyReportsinGoogleAnalyticsAccountstructureandlinkingWebsiteOptimiser,WhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestions,4,WhatisWebAnalytics?,Find,Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvert,5,TheWebAnalyticsProcess,3.Analyse:Staff,2.Measure:WebAnalytics,1.Acquire,Acquire,Measure,Analyse,Test,4.Test:A/Bandmulti-variatetesting,6,WebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesface,Interpretingtheresults,Developingtheanalyticalmodels,Formingthehypothesis,3%,12%,9%,24%,Pullingtogetherthedata,Actingonthefindings,53%,Source:ForresterResearch2005,Whatisthemostdifficultaspectofanalyticsforyourcompany?,7,WhatisGoogleAnalytics?,Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.,KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionrates,Viewover80+reportsOnlineDownloadEmail,8,HowGAworks,9,HowGoogleAnalyticsWorks,2)Pageviewdatacollected,1)Cookiesset/reset,3)Reportsupdatedhourly,10,3stepstosetupaGoogleAnalyticsAccount,11,SettingUpGoogleAnalytics,Step1SignupVisithttp:/www.google.co.uk/analyticstosignupforaGoogleAccountIfyoureanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab,12,SettingUpGoogleAnalytics,Step2EnteryourWebsitesURL.Makesuretoselecteitherhttp:/orhttps:/(ifyouaretrackingasecurewebsite)fromthedrop-downlist.EnteratitleforthisaccountintheAccountNamefield.,13,SettingUpGoogleAnalytics,Step3Addthetrackingcodetoyourpages.GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.Youllneedtoaddthiscodetoeachpageofyoursite.Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”section,14,UserInterface,15,InitialScreen,16,UnderstandingtheUI,17,ReportStructure,5MainCategories:Visitors-Visitorinformationsuchasloyalty,language,andlocation2.TrafficSources-NaturalandpaidsourcesoftrafficContent-PageviewinformationGoals-ConversionratesandgoalpathsE-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.,18,Calendar,19,DataOverTime,20,Exporting,21,EmailReports,22,ReportViews,23,GoogleAnalyticsKeyReports,GeoOverlayReport,Helpregionaliseofflineadvertisingcampaigns,TopContentReport,MostviewedpagesKeystatsforeachpageDrill-downformoredetail,SiteSearchReport,Whatarepeoplelookingforonyoursite?,Facilitateseditorialdecisionmaking,Drivesearchmarketingstrategy,MarketResearchonproductsindemand,GoalReporting,Awebsitepageviewedbythevisitoroncetheyhavecompletedadesiredaction,Examplesofgoalpages:RegistrationconfirmationpageAddtoshoppingcartCartcompletion(proceedtocheckout)“Thankyouforpurchasing”page,FunnelAnalysis,Source:Googleaccount,Identifybottleneckstoconversion,Pinpointwherevisitorsleavethefunnelandfindoutwheretheygo,Definednavigationpathrequiredinordertoreachagoal,AdwordsIntegration,AutomaticallyimportAdWordscostdata,InstantviewofROIonAdWordsspend,Identifybest/worstperformingkeywords,30,KeywordAnalysis,31,Accountstructureandlinking,32,ProfilesinGASameWebproperties,ClientAccount(),33,ProfilesinGAUnfilteredProfileforalldata,ClientAccount(),ProfileC,G1,G2,G3,G4,Profileshowsalldata,34,ProfilesinGADifferentsWebproperties,ClientAccount(&),35,WebsiteOptimizer,36,TheWebAnalyticsProcess,3.Analyse:Staff,2.Measure:WebAnalytics,1.Acquire,Acquire,Measure,Analyse,Test,4.Test:A/Bandmulti-variatetesting,37,Multivariatetests,38,?,?,Multivariatetests,39,ResultsintheAdWords-Account,Benefit3/Usage3Description,forthestandaloneversion,40,WebsiteOptimizerCaseStudy,TheGoal:BCFinancewantedtorevamptheirwebsitetoachieveMoreuser-friendlynavigationReducedconversioncostsBettercustomerloyaltyTheMethodologyBCFinancetested24homepagecombinationsHomepagesplitintoeightdistinctsectionsEachsectiontestedwithtwoorthreevariationsEachtestlastedbetweentwotothreeweeksTheresults15%increaseinconversionratesBounceratedecreasedby10%Durationofvisitsincreasedby30%,“Thedarkageofweboptimisationisover,”HubertBarreaud,responsibleforrankingsatBCFinance,41,4TopTakeaways,42,Top