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Seneca College Web Analytics Session 3 Presenttion

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Seneca College Web Analytics Session 3 Presenttion Powered By Docstoc
					                            WOA100: Introduction to Web Analytics
                                         Session 3

                                                    Expanded and Adapted from lecture notes by: Ali Shah
                                   Sources: wikipedia.com and Advanced Web Metrics with Google Analytics by Brian Clifton




Tuesday, January 29, 2013
                                                 Evaluation

                   Overall
                     •      SAT => 70%
                     •      UNSAT =< 70%

                    Evaluation so far:

                         Assignment 1 (returned today)                   20%
                         Quiz 1: Chapter 1-3 (completed today)           15%
                         Project - GA Demo (Intro today)                 35%
                         Assignment 2: KPI Worksheet (In Class)          15%
                         Quiz 2: Chapters 4-6, 8, 10                     15%
                                                               Total:   100%

                   Late?
                   Assignment 1 will not be accepted after Jan 30, 2013



Tuesday, January 29, 2013
                               Session 2: Quick Review


                    Chapter 2-3


                   •    How websites have evolved
                   •    Data collection methodologies - Server log files vs. JavaScript tagging
                   •    Cookies (1st party vs. 3rd party)
                   •    Online Privacy
                   •    Online resources - Conversion University
                   •    Project Groups




Tuesday, January 29, 2013
                                    Session 3: Overview


                    What we will over today... (Chapter 4-6)


                   •    Project Intro - Group: Google Analytics Demo + Individual Component
                   •    Create a Google Analytics Account, Profiles, Web Properties,Users
                   •    Add Tracking Code to your pages
                   •    GA Interface Overview
                   •    Home Screen Overview
                   •    Report Layout Explained
                   •    Top Standard Reports




Tuesday, January 29, 2013
                                       Project Overview
          Group Component:

          1. Set up Google Analytics account with Profiles & Users
          2. Tag a standard website using Google Analytics Java Script tags
          3. Pick an aspect of Google Analytics functionality (options below,) that is of interest to the group
          and appropriate to the type of website that you are working with, to explore in detail.
          4. Prepare a group presentation to demonstrate the chosen functionality.
          (teach the rest of the class)

          Focus Options:
           •Flow visualization
           •Experiments
           •Social Interactions
           •Advanced Segments
           •Multi-Channel Funnels
           •E-Commerce
           •Ad Words
           •Search Optimizations
           •Content

          Individual Component:

          1. Create a Google Account
          2. Create Dashboard - unique to each user
          3. Generate a specified website report and provide analysis (TBD)


Tuesday, January 29, 2013
                              Learning Outcomes




          Project Covers the Following Learning Outcomes....

          3. Set up a Google Analytics account with users and profiles.

          4. Tag a standard website using Google Analytics JavaScript tags.

          6. Create dashboards and website reporting to track web channel performance.




Tuesday, January 29, 2013
                                    Project Groups


                Please sit together from now on...



                Leaders     Paula      Yasir    Wendy     Lily    James   Qiang


                Members Nympha         Basil    Malena   Shevin   Sarah   Sandy


                            Rahul      Vishal                     Rabya




Tuesday, January 29, 2013
                                  Project Set-up
   Basic Requirements:


     • Every student in the class needs to have a Google Account:
       (https://accounts.google.com ) - if you use Gmail or AdWords, you already have a
       Google Account
     • Each Group Leader needs to set up a Google Analytics Account > [+New
       Account] ) > [+ New Property (web)] > Get Tracking ID and install tracking code on
       website
     • [+ New Profile] name: TEST PROFILE: WOA100 with Administrator Permissions
     • Each Group Member must be added to the TEST PROFILE: WOA100 as a User (Role
       = administrator) [ + New User ] - in order to be added as a user, you need to have an
       existing Google Account
   Leaders must demonstrate Account set up to group members.




Tuesday, January 29, 2013
                                                   Project Set-up
                                                             Google Login


        Accounts                                                                Other Google Services (Gmail,
                                                GA account 1                   AdWords, WebMaster Tools etc.)



        Web                           mySite.com             myOtherSite.com
        Properties


        Profiles            Profile 1 -        Profile 2 -
                             Original          WOA100



        Users                              User 1 - Group Leader
        (Admin)

                                          User 2 - Group Member A



                                          User 3 - Group Member B


Tuesday, January 29, 2013
                            Account Set up Instructions
              Google Account / Google Analytics Account:

              Follow along with the presentation to complete set up by end of class
                • Every student in the class needs to have a Google Account:
                  (https://accounts.google.com ) - if you use Gmail or AdWords, you
                  already have a Google Account
                • Each Group Leader needs to set up a  Google Analytics Account:
                  (https://accounts.google.com > click on [SIGN UP] or Sign in )
                • If you have an AdWords/Webmaster Tools account, link to GA - p.188/p194




Tuesday, January 29, 2013
                            Account Set up Instructions

                New Account
                    • Account Home Click[ Admin] > [+New Account] )      - Create a new
                    account if you want to keep web properties separate from each other
                .

                     1



                     2




Tuesday, January 29, 2013
                            Account Set up Instructions
                New Web Property + Tracking ID:
                    • [+ New Property (web)] > Add website info > Click [Get Tracking ID]
                    • Install tracking code on website (see visitor data in 24 hours)
                .
           1                                                    2




Tuesday, January 29, 2013
                        Sample Google Analytics Code

                     Asynchronous JavaScript Tag Example:

                     <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push
                     (['_setAccount', 'UA-22110033-1']); _gaq.push(['_trackPageview']); (function
                     () { var ga = document.createElement('script'); ga.type = 'text/javascript';
                     ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://
                     ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s =
                     document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga,
                     s); })();</script>




                                                                          Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                     Understanding the tracking code




                                          Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                    Add code to header of webpages

                Sample Webpage Code:

                <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/
                xhtml1-strict.dtd">
                <html xmlns="http://www.w3.org/1999/xhtml">

                <head>
                <meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />

                <title>Web Star Research: Home Page</title>

                <META TAGS FOUND HERE...>

                <link href="css/styles.css" rel="stylesheet" type="text/css" />
                <link rel="icon" type="image/png" href="favico2.png" />

                <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-22110033-1']); _gaq.push(['_trackPageview']);
                (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' ==
                document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName
                ('script')[0]; s.parentNode.insertBefore(ga, s); })();</script>

                </head>

                <body>

                <!-- REST OF WEBSITE -->

                </body>
                </html>

                                                                                                     Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Confirming data collection




                                              Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
              Confirming data collection by source




                                     Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Finding your tracking code




Tuesday, January 29, 2013
                  Customize code for unique setups




                                        Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                                            Page Tagging

             •   GATC - Google Analytics Tracking Code

             •   Asynchronous = loads parallel with your page, rather then in series = doesn’t
                 interfere with page loading + improved accuracy because ga.js file loaded first

             •   exact same code on every page = accuracy

             •    If using Content Management System (CMS) - add the GATC to your master
                 template or header file - more reliable

             •   Other automatic tagging methods: Apache mod_layout, PHP auto_ prepend_file,
                 Wordpress See p.174-175

             •   Tools to help troubleshoot your GATC deployment - p.174, Table 6.1

             •   Keeping a local copy of your data (log files) - e.g. Publishing - auditing purposes - need
                 Urchin Software + disk space
                            Goal for next class - Website tagged and report data available
                                              Refer to Chapter 6 and/or
                            Google Setup Checklist: http://www.google.com/analytics/learn/
                                                  setupchecklist.html

Tuesday, January 29, 2013
                            Account Set up Instructions
                Users:
                  • Account Home > Admin > Select the New Account > Select the Property >
                    Click on the Test Profile > Web property > Click on [Users] tab
                  • Each Group Member must be added to the TEST PROFILE: WOA100 as
                    a User (Role = administrator) [ + New User ]


            1.                                                      2




Tuesday, January 29, 2013
                            Account Set up Instructions
                Users:
                  • [ + New User ]  Add User to Account Form - in order to be added as a
                    user, you need to have an existing Google Account
                            Goal for end of class - All group members added as Users.




                                                                                           3




Tuesday, January 29, 2013
            Intro to GA Interface & Report Layout




                                     Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Data Range Selector


                                                                                           Data Range
                                                                                           Selector




                                           Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Comparing date ranges




                                            Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                                                  Home Overview
   This is what you will see when you first log in and pick a profile to view (different then the text):




                HOME




                                                                                                      Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Standard Reports




     STANDARD
     REPORTS




                                         Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                                       Report Layout
                                      Online Resource: Interface Navigation Presentation (Conversion University):
                                    http://services.google.com/analytics/breeze/en/v5/interface_navigation_v15_ad1/



      Traffic Sources >
                                              O                                                     A
      Sources >                                                P       Q
      All Traffic                             N
                                              M
      DIMENSIONS are text                                                                                    C
      strings that describe an
      item e.g. URL, title,
      referral source, medium,                                         L
      keyword etc. Found in the                                                                                   B
      first column of data in a
      report. For most reports,                                            J         K D2
      dimensions are links you                     G
      can click to drill down for                                  I
      on-the-fly segmentation.                                                 METRICS
                                                                                                                                                DATA
                                                                                                                                                TABLE

      METRICS are the                                 DIMENSIONS
      numbers associated with a
      dimension e.g. number of
      visitors, time on page,                                                                    E
      bounce rate etc.                            F                                                                       D1
                                                                               Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013                                                                                                                     A             A                 A
                            Graphical views III




                                            Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Data Exports




                                           Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                            Email Reports




                                        Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                              Top Standard Reports

                 Everyone will learn about....
                 •Dashboards
                 •Export / Email Reports
                 •Intelligence Events
                 •Motion Charts
                 •Goals (KPIs) etc

                   As you read chapter 5 consider your Group project focus options....
                    •Flow visualization
                    •Experiments - link to
                    •Social Interactions
                    •Advanced Segments
                    •Multi-Channel Funnels
                    •Ad Words
                    •Search Optimizations
                    •Content


                                                                 Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah


Tuesday, January 29, 2013
                    Summary of Goals by Next Class
                  By End of Class:
                  - Group: GA Account + Web Property + New Profile (Test WOA100)
                  - All group members added as Users


                  By Next Class:
                  - Website tagged and report data available (refer to Ch. 6)
                  - Read Chapter 4-5 - Refer to GA (once access is granted)


                  Hands On - Group work:

                • Time in class to complete Account Set up - Leaders demo
                • Discuss preliminary Project Focus Options



Tuesday, January 29, 2013

				
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