超赞世界500强企业PPT模板之google

GoogleConfidentialandProprietary超赞世界500强企业PPT模板之GoogleConfidentialandProprietary2GoogleUniversityGoogleAnalyticsandWebsiteOptimiserDyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManagerGoogleConfidentialandProprietary3AgendaTopicstobecoveredinthissession:•IntroductiontoWebAnalytics•TheGoogleAnalyticsUserInterface•KeyReportsinGoogleAnalytics•Accountstructureandlinking•WebsiteOptimiserWhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestionsGoogleConfidentialandProprietary4WhatisWebAnalytics?Find•UniqueCalltoactionNavigate2SuccessOnline1Online-SuccessTobesuccessfulonthewebYouneedWebAnalytics!•AndotherOnlineMarketingactivities•Sale,Lead,Branding,etc.Convert3Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvertGoogleConfidentialandProprietary5TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetestingGoogleConfidentialandProprietary6WebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesfaceInterpretingtheresultsDevelopingtheanalyticalmodelsFormingthehypothesis3%12%9%24%PullingtogetherthedataActingonthefindings53%Source:ForresterResearch2005Whatisthemostdifficultaspectofanalyticsforyourcompany?GoogleConfidentialandProprietary7WhatisGoogleAnalytics?Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionratesViewover80+reportsOnlineDownloadEmailGoogleConfidentialandProprietary8HowGAworksGoogleConfidentialandProprietary9HowGoogleAnalyticsWorks2)Pageviewdatacollected1)Cookiesset/reset3)ReportsupdatedhourlyGoogleConfidentialandProprietary103stepstosetupaGoogleAnalyticsAccount11SettingUpGoogleAnalyticsStep1–Signup•Visit•Ifyou’reanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab12SettingUpGoogleAnalyticsStep2–EnteryourWebsite'sURL.•Makesuretoselecteither(ifyouaretrackingasecurewebsite)fromthedrop-downlist.•EnteratitleforthisaccountintheAccountNamefield.13SettingUpGoogleAnalyticsStep3–Addthetrackingcodetoyourpages.•GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.You'llneedtoaddthiscodetoeachpageofyoursite.•Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”sectionGoogleConfidentialandProprietary14UserInterfaceGoogleConfidentialandProprietary15InitialScreenConfigurationMyAnalyticsAccountsAccessControlFilterConfigurationReportViewProfilesGoogleConfidentialandProprietaryUnderstandingtheUI16GoogleConfidentialandProprietary17ReportStructure5MainCategories:1.Visitors-Visitorinformationsuchasloyalty,language,andlocation2.TrafficSources-Naturalandpaidsourcesoftraffic3.Content-Pageviewinformation4.Goals-Conversionratesandgoalpaths5.E-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.GoogleConfidentialandProprietaryCalendar18GoogleConfidentialandProprietary19DataOverTimeGoogleConfidentialandProprietary20ExportingGoogleConfidentialandProprietary21EmailReportsGoogleConfidentialandProprietary22ReportViewsGoogleConfidentialandProprietary23GoogleAnalyticsKeyReportsGoogleConfidentialandProprietaryGeoOverlayReportHelpregionaliseofflineadvertisingcampaignsGoogleConfidentialandProprietaryTopContentReportMostviewedpagesKeystatsforeachpageDrill-downformoredetailGoogleConfidentialandProprietarySiteSearchReportWhatarepeoplelookingforonyoursite?FacilitateseditorialdecisionmakingDrivesearchmarketingstrategyMarketResearchonproductsindemandGoogleConfidentialandProprietaryGoalReportingAwebsitepageviewedbythevisitoroncetheyhavecompletedadesiredactionExamplesofgoalpages:-Registrationconfirmationpage-Addtoshoppingcart-Cartcompletion(proceedtocheckout)-“Thankyouforpurchasing”pageGoogleConfidentialandProprietaryFunnelAnalysisSource:GoogleaccountIdentifybottleneckstoconversionPinpointwherevisitorsleavethefunnelandfindoutwheretheygoDefinednavigationpathrequiredinordertoreachagoalGoogleConfidentialandProprietaryAdwordsIntegrationAutomaticallyimportAdWordscostdataInstantviewofROIonAdWordsspendIdentifybest/worstperformingkeywordsGoogleConfidentialandProprietary30KeywordAnalysisGoogleConfidentialandProprietary31AccountstructureandlinkingGoogleConfidentialandProprietary32ProfilesinGA–SameWebpropertiesClientAccount(mysite.com)ProfileB–UnfilteredProfileforalldataClientAccoun