eCOMMA Data Specialist TM 03 Technical Development and Adaptation Data SpecialistTM 03Technical Development and Adaptation Training Contents Web tool for data management Google analytics ID: 782387
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e-COMMAData SpecialistTM 03: Technical Development and Adaptation
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide2Data Specialist|TM 03:Technical Development and AdaptationTraining Contents
Web tool for data management - Google analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide3Sources and further readingS. Fan et al. 2015. Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix.
James Fahl, 2017, Data Analytics
Michael Devellano, 2017, Automate and Grow.
https://developers.google.com/analytics/devguides/collection/analyticsjs/
https://developers.google.com/tag-manager/quickstart
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Data Specialist|TM 03:Technical Development and Adaptation
Slide4Web tool for data management – Google Analyticse-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide5Web tools for data management.Comparison.
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide6Web tool for data management – Google AnalyticsGoogle Analytics for Data Management
In this module, we focus on google analytics as application for managing most relevant data collected in the context of e-commerce and online marketing. We chose google analytics as it is the most frequently used tool for data management in this context and easy to apply.
The following pages give detailed insight into only one application, please note that there are more software solutions offered. Still, we cannot give detailed insight to all of them
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide7Web tool for data management – Google AnalyticsWhy Learn Google Analytics (GA)?
• Easy. GA possesses 69% market share web analytics market place today for the of the Fortune 500.*
• 54% off all web sites in the entire world use Google Analytics.
• Almost all viable companies today have a web site.
• Web analytics is not just for IT professionals and Marketers any more.
• Today more than ever, more functions across an organization touch web data in some way, whether it’s marketing, IT, operations, accounting, tech support or any other department.
• It makes you more employable!
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide8Web tool for data management – Google AnalyticsWhat is Google Analytics?
GA is a software as a service application (SaaS) that is connected to your website through a piece of tracking code.
Google Analytics comes in ‘Freeware’ i.e. no cost and Google 360, their premium product.
Google Analytics ‘Freeware’ limits are 10 million hits a month.
Its a small piece of JavaScript [JS] code that is made within your analytics account. The account holder generates this code and then places it into the HTML back end of their site.
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide9How Does Google AnalyticsWork ?
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide10JS vs. Server Side Web Analytics ApplicationsJS based web analytics platforms in general, will render anywhere from 95 to 98% of your web site data depending upon application and the traffic volume of the site. Server Side Analytics applications send their tracking calls from behind the server on which your web site is run. The data from a Server Side Analytics application is usually crunched on its own server. Server Side Analytics applications generally capture 99 to 100% of your data and are more comprehensive in terms of capturing all your data. Often companies will use a JS based web analytics application in tandem with a Server Side Web Analytics application for various business reasons Examples of server side web analytics applications are IBM Coremetrics, Adobe Analytics, Site Core Digital Marketing Suite, Web Trends, etc.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide11How To Install Google Analytics? Google Analytics uses a script tag which is pasted into the code just before the closing </body> tag on every page of a web site or is executed through a ‘tag manager.’
Web Site UA Code
Source: https://developers.google.com/analytics/devguides/collection/analyticsjs/
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide12What is a Tag Manager? A tag manager is a container of code which acts as the conduit for all your 3
rd party web applications to fire on your site.
There are a variety of reasons why companies elect to use tag managers, this is not the focus of this course.
Google has its own ‘tag manager’ Google Tag Manager which is free and can sometimes make deployment of some of Google Analytics advanced features easier.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide13Tag Manager installation
Source: https://developers.google.com/tag-manager/quickstart
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide14Google Analytics Installation Resources Google Analytics Set Up
https://support.google.com/analytics/answer/1008080?hl=en
How To: Google Analytics Installation For Novices & Beginners,
Source: Search Engine Land
http://searchengineland.com/google-analytics-installation-for-novices-and-beginners-133384
Google Tag Manager Set Up & Installation
https://support.google.com/tagmanager/answer/6103696?hl=en
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide15Web Data Primer-Quantitative vs Qualitative How web data is used?
Web site analytics data is used to assess web site traffic trends.
Web site analytics data tells you what places on the web site user
accessed, how long they were there and other interesting data.
Web site analytics data can be set up to track conversions of all types, ecommerce, lead generation, newsletter sign up and more.
What web data cannot tell you?
The reason why someone clicks on your link or a link.
How someone feels about your brand, service or product.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide16Web Data Primer-Traffic TypesWeb tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide17Web Site Traffic Types-Organic Search Organic Search - This type of web site traffic originates from organic search listings.
Query Example: Bowling Shoes
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide18Web Site Traffic Types-Paid Search Paid Search-This type of web site traffic comes from people clicking on paid search advertising in the search engines.
Web tool for data management – Google Analytics
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Slide19Web Site Traffic Types-Display Display-Display advertising traffic comes from people clicking on display advertising on web sites and various web portals.
Web tool for data management – Google Analytics
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Slide20Web Site Traffic-Affiliate Affiliate-Affiliate traffic comes from sites like ‘RetailMeNot’ or ‘Ebates’ where people look for deals, discount codes or cash back and the affiliate gets a % of the sale on that company’s web site.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide21Web Traffic Types-Social Social-Social traffic comes from sites like Facebook,
Linkedin or other types of social sites.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide22Web Traffic Types-Direct Direct traffic comes from entering a URL directly into a browser or a bookmarked site. Direct traffic is Google Analytics ‘catch all’ for when the header has been removed in the tracking string.
Web tool for data management – Google Analytics
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Slide23Web Traffic Types-Referral Referral traffic are visitors
that are referred from another site.
Web tool for data management – Google Analytics
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Slide24The Basics-Sessions Sessions:
Sessions are collections of hits by the same unique user.
New vs Returning Sessions – Google classifies someone a new
session if they are coming to your site for the first time. A returning
session is a visitor that already came to your site.
Users-The ‘unique sessions’ reports counts each session during your
selected date range only once.
Users are identified by a random session id and time stamp of the
initial session.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide25The Basics - Pageviews Pageviews:
In GA, a pageview is counted every time a page loads and is defined as a view of a page that is tracked by the GA analytics tracking code.
If a person hits reload during their visit to a page, it will get counted as an additional page view.
If a person navigates to a different page and then returns to the original page, it will be counted as an additional page view.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide26The Basics-Unique Pageviews Unique Pageviews:
Unique pageviews represent the number of instances during which that page was viewed one or more times.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide27The Basics-Bounce Rate Google defines a bounce as a single visit or a visit where users left from their entrance (landing) page. So bounce rate is the percentage of users that had either a single visit to that page or left from their entrance page. Opening a site in a new window is considered a bounce. Staying inactive during a session for 30 minutes ends the visit and qualifies as a bounce.
Example: A visit that lasts for 29 minutes with only one pageview is considered as a bounce. However, a visit that lasts for only 10 seconds with 2 pageviews is not considered as a bounce. This becomes important because you may want define what a bounce means for your site and use advanced segments to filter out your definition of a bounce when segmenting and drilling down into data.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide28Audience Overview The audience section of GA gives you interesting information about the audience that uses your web site.
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide29Audience Section-DemographicsFrom the demographic overview you can drill down into the age and gender categories
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide30Audience Demographics - Age
Web tool for data management – Google Analytics
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Slide31Audience Demographics - Gender
Web tool for data management – Google Analytics
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Slide32Audience-Geography-Language
Web tool for data management – Google Analytics
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Slide33Audience-Geography-Location
Web tool for data management – Google Analytics
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Slide34Audience-Behavior-New vs. Returning
Web tool for data management – Google Analytics
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Slide35Audience-Technology-Browser & OS
Web tool for data management – Google Analytics
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Slide36Audience-Technology-Network
Web tool for data management – Google Analytics
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Slide37Audience-Mobile-Overview
Web tool for data management – Google Analytics
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Slide38Audience-Mobile-Devices
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide39Acquisition-Overview
Web tool for data management – Google Analytics
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Slide40Acquisition-All Traffic-Channels
Web tool for data management – Google Analytics
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide41GA AdministrationConfiguration-Google Analytics is a powerful tool. It can be set up in different ways to meet a variety of business situations and environments. For more information on configuration, please go to:https://support.google.com/analytics/answer/1008080?hl=en
User Permissions- GA lets you set up various levels of user permissions for more information please go to:
https://support.google.com/analytics/answer/2884495?hl=en
Goal Set Up-GA lets you set up goals using templates, custom goals and smart goals. For more information go to:
https://support.google.com/analytics/answer/1032415?hl=en
Filters-Filters serve a variety of purposes from filtering out traffic from a corporate location, to pulling out traffic from various sub-domains or domains if cross-domain tracking is configured. For more information, please go to:
https://support.google.com/analytics/answer/1033162?hl=en
e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation
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Slide42Resources: Sign up for Free GA Demo Account:
https://support.google.com/analytics/answer/6367342?hl=en
GA Free eLearning:
https://analytics.google.com/analytics/academy/
The Google Analytics Individual Qualification Exam [GAIQ] Certification
https://support.google.com/partners/answer/6089738?hl=en
Its FREE,
70 Questions.
90 Minutes to take test.
80% Passing grade.
Additional Test Preparation Resources:
http://www.googleanalyticstest.com/
- Free
iPassexam.com
Web tool for data management – Google Analytics
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