This month’s Google Hangout on June 16, 2015 focused on data analytics and the interpretation of analytics results. Education Committee chair Dana Todd and featured expert speakers from across the analytics marketplace hosted the Hangout. Participants included:
– Aaron Bird of Bizible
– David Sprinkle of Acronym
– Annie Cushing of Tango Media
As with other SEMPO Hangouts, this event was orchestrated to empower audiences with a greater understanding on the subject. The webinar ttook a casual and conversational approach to the complex subject of analytics, and it provided expert insights on the current marketplace and what the future of analytics holds. The unstructured format of the Hangout allowed all experts to converse directly, giving the audience a sense of being in the room with the experts. This format also gave the audience a greater sense of understanding on the complex and thought-provoking subject. Below are some of the most important insights from the panel.
1. Your company’s approach to analytics often depends on its timeline. For example, short-term objectives can be linked with on-site optimization data. But it’s also important to link analytics to business outcomes, which requires a long-term approach to analytics.
2. If you’re recording page views, place the tag at the top of the page, because visitors can bounce quickly between pages. For those working with multiple tags within their content, it’s important to utilize a tag manager. This will ensure the tag fires when it should and provides the relevant data for analytics.
3. When you’re targeting mobile, think more about display and branding rather than lead generation opportunities.
4. Analytics dashboards should be designed around your team’s current project or business objectives. This will help provide a focus to the analytics process and prevent an overload of data that is irrelevant to the company.
5. Place a social login on high-activity site pages. This gives your company the opportunity to gain more data on your audience and see what they’re discussing on social feeds.
6. The Mobile Usability report can be used to discover the issues a site’s audience is having. It highlights problems such as content not sizing to the viewport and touch elements being too close together. These problems could be skewing your mobile analytics.
7. Giving mobile site users the opportunity to send a shopping cart purchase link via email can help improve data on conversion levels and offer some level of understanding on user behavior. You then have the user’s email address and can connect that user to their CRM system.
Recommended Analytics Tools
Preferred Starting Tools:
– Google Analytics
– Chrome Debugging
– Google Search Console
– Adobe Analytics
– Twitter Cards
– Chrome Mobile Emulator
– Google Tag Manager
“The best way to build trust in your analytics data, is to look at it often…”
“More hands you get in the analytics customization process, more chances for things to go anywhere from unexpected to awry”
“You want to make sure your marketing actions and activities are linked to the CRM and trackable within the system”
“[Google’s Search Analytics Report] provides so much more data than we had in the Search Queries Report”
“When you’re changing anything in your tracking or on your site, real-time tracking is by far the best tool to measure whether the change is working”