What does a great analyst need to know?
Learn how to have goals for your analysis (not just for your data) and an analysis strategy. Things you’ll learn:
- What are our goals for analysis?
- What other sources of data should we consider?
Finding the Needle in the Haystack
Learn the newest and most powerful tools in Google Analytics for finding what’s important in your analytics data. Intelligence alerts will help you find the data you should be paying attention to, and advanced segments allow you to slice and dice your data to learn what is working for you (and what isn’t). Things you’ll learn:
- Intelligence reports
- Advanced segments
- Multi-Channel Funnels
- Flow Visualization
- Real-Time analytics
Best Practices: Marketing and Advertising
Use your data to help you get a better return on your marketing spend. Start to pull all these tools together by (for example) creating an advanced segment to compare branded and non-branded keywords. From there, you can evaluate your SEO (or paid search) efforts. Things you’ll learn:
- Search engine optimization
- Google webmaster Tools reports
- AdWords & other paid search advertising
- Email, social media, and other online marketing
- Offline marketing
Best Practices: Engagement
Measure user engagement by working with content, events, and on-site search data to improve user involvement. What did your visitors do on your site? How well is your on-site search engine working for you (and can you argue for a better search)? Do visitors come and leave? Are specific pages problems? Things you’ll learn:
- Review of content and site search data
- Event tracking for downloads, videos, Flash, and other non-pageview interactions
- Mobile device reports
- Social tracking
Best Practices: Conversion
Advanced goals, negative goals, and more. We’ll have talked about simple goals in GA 101; for this advanced audience, we’ll discuss the use of engagement goals (e.g. time on site), negative goals (did they look at fewer than x pages?) and we’ll get into Ecommerce, too. Things you’ll learn:
- Goals for lead generation, content, and ecommerce
- Complex goals, negative goals
Improving Your Site: Content Experiments (Formerly Google Website Optimizer)
An introduction to website experimentation to improve your conversion rate: the why’s and how’s of Google Analytics A/B tests with Content Experiments. Things you’ll learn:
- Website experimentation to improve conversions
- Types of testing
- Testing data
- Introduction to Content Experiments (Formerly Google Website Optimizer)
Best Practices: Sharing with the Organization
We’ll talk about your role as the analyst: giving context and meaning to data, picking out what’s important, and ways to disseminate it. Custom reports (and how to create them) as well as custom alerts and sharing them will be covered.
