Business Analytics:

Google Analytics
 Why do we need analytics?
• To be competitive: Businesses need to
measure their performance
- Need for reliable, real-time data

• Because we can - Analytical Power

- Cloud Computing
- Availability of transaction data
- Availability of customer data
Digital Analytics - Requirements

• Solid Infrastructure to:

- Collect and distribute data

• Skills to:
- Analyze and interpret analytical data
- Make business decisions. E.g.:
√ New products and services
√ Promotions
√ Ways to engage with customers
 Digital Analytics - Definition
Digital analytics is defined as the analysis
• of qualitative and quantitative data
• from your business and the competition
• to drive a continual improvement of
- the online experience of your customers
- the online experience of potential customers
• which translates to your desired outcomes
Avinash Kaushik
 Business Objectives
Five common business objectives - online:
• Sale of products or services
• Collect potential customers information
• Encourage engagement and frequent visits
• Help users find the information they need at
the right time
• Drive brand awareness, engagement and
loyalty
 Macro vs. Micro Conversions
• “Macro” conversions:
- Actions that tie back to a business objectives
- Example: Purchase

• “Micro” Conversions
- Behavioral indicators that a customer is close to
reaching a business objective
- Examples:
√ Sign up to receive an email coupon
√ Sign up to receive a new product notification
 Analytics Tools – Conversions
- The “Last-­Click” Model: The last marketing activity
gets all the credit – sale or conversion.

- The First Interaction Model: The last marketing

activity gets all the credit – first site visit.

- The Linear Model: Equal credit to each channel

leading to a conversion.
 Analytics Tools – Segmentation
Segmentation Types
• Date and time
• Device
- Desktop vs. Mobile Phone vs. Tablet
• Marketing Channel
- Search Traffic vs. Referral Traffic vs. Direct Traffic

• Customer Characteristics
- First-time site visitors vs. returning site visitors
 Analytics Tools – Segmentation cont.
• Helps you look at
- Each segment’s performance
- Trends over time

• Enable comparison between different

segments
- E.g. Identify sources driving the highest
value traffic
 Analytics Tools – Context Setting

Allows performance comparisons against:

- Industry benchmarks
- Internal benchmarks
√ Historical performance
√ Expected performance
Data Analytics - Process

Collect Report
Data Data

Improve Analyze
Process Data

Test
Process
 1. Collecting Data - Quantitative
• Number of online customers
- E.g.: Number of monthly site visitors
• Customers Location
• Customers activity (on the website). E.g.:
- Average time on page for the homepage
- Percentage of visitors who complete the
contact form
- Percentage of users who use the site’s search
tool
• Performance of online marketing
 1. Collecting Data - Qualitative
• Collect data pertaining to
- Reason of website visit
- Whether or not intended task was completed
√ How, why or why not?
√ Very valuable information
 Help improve the business processes
 1. Collecting Data – New Trends
Google Analytics can NOW track
• Mobile applications,
• Cloud­connected point­of ­sale systems,
• CRM systems,
• Video game consoles, and even
• Home appliances, like your refrigerator.
A more comprehensive view across all of the touch-
points consumers might have with your business, not
just your website.
 2. Report Data
• Reporting Data to decision­-makers
• Example: Checkout Behavior Analysis report 
 3. Analyze Data

- Simple: Identify large trends

- Complex:
√ Deep segmentation of your data
√ Competitive analysis
(e.g. comparison to the industry benchmark)
√ Check if numbers match expectation
 4/5 Test & Improve the process

4. Test the data analysis process

5. Improve
- Summarize lessons learnt
- Use prior data to improve the data analysis
process
Google Analytics - Hands-on Tutorial
1. Activate Google Analytics’ tracking for
your website

2. Real Time Analytics

3. All Traffic Report

4. Customer Profile Report

Google Analytics – Real-Time Analytics
Reporting tab  Real-time tab
• Overview: current website users
• Number of page views per minute
• Number of users per second
• Direct vs. Indirect users ***
• Traffic Sources
• User location
• Content: Exact pages users are viewing
• Devices
Google Analytics – All Traffic Report
Acquisition tab  All Traffic tab
• Direct vs. Referrals – Details
• Referral examples: E-mail, social media
• Percentages of the new users within the
specified period.
• Behaviour:
• Bounce Rate: Percentage of single-page visits
• Averages pages per session
• Average session lengths
Google Analytics – All Traffic Report cont. 1
Acquisition tab  All Traffic tab
• Conversions***
• Real businesses would attach a dollar value to
each goal
• Sample goals
1. Revenue: Number of users who visit the products
page
2. Acquisition: Number of users who sign-up
3. Inquiry: Users who filled out the contact form
4. Engagement: Add to favourites
Google Analytics – All Traffic Report cont.2

Creating Goals
1. Admin tab
2. Goals tab
3. Create new goal
Google Analytics – Customer Profile Report
Audience tab  Overview  Add a
Segment
1. Create segments
• Technology: operating system, browser type.
• Duration: less than x minutes. Could compare
duration of new and returning users.
• Single session users

2. Compare attributes of each segment

• Language, Country..