e-COMMA Data Specialist TM 03: Technical Development and Adaptation

Data Specialist|TM 03:Technical Development and Adaptation Training Contents Web tool for data management - Google analytics e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Data Specialist|TM 03:Technical Development and Adaptation Sources and further reading S. 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

Web tool for data management – Google Analytics e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

for data management. Comparison. Web tools for data management. Comparison. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Google 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

Web tool for data management – Google Analytics Why 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

Web tool for data management – Google Analytics What 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

Web tool for data management – Google Analytics How Does Google Analytics Work ?   e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics JS vs. Server Side Web Analytics Applications JS 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics How 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/ e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics What is a Tag Manager?   A tag manager is a container of code which acts as the conduit for all your 3rd 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Tag Manager installation Source: https://developers.google.com/tag-manager/quickstart e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Google 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 e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web Data Primer-Traffic Types e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web Site Traffic Types-Organic Search   Organic Search - This type of web site traffic originates from organic search listings. Query Example: Bowling Shoes e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web Site Traffic Types-Display   Display-Display advertising traffic comes from people clicking on display advertising on web sites and various web portals. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web Traffic Types-Social   Social-Social traffic comes from sites like Facebook, Linkedin or other types of social sites. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Web Traffic Types-Referral   Referral traffic are visitors that are referred from another site. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics The 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics The 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics The Basics-Unique Pageviews   Unique Pageviews: Unique pageviews represent the number of instances during which that page was viewed one or more times. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics The 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. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience Overview    The audience section of GA gives you interesting information about the audience that uses your web site. e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience Section-Demographics From the demographic overview you can drill down into the age and gender categories e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience Demographics - Age e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience Demographics - Gender e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Geography-Language e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Geography-Location e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Behavior-New vs. Returning e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Technology-Browser & OS e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Technology-Network e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Mobile-Overview e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Audience-Mobile-Devices e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Acquisition-Overview e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

Web tool for data management – Google Analytics Acquisition-All Traffic-Channels e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation

GA Administration Configuration-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

Web tool for data management – Google Analytics Resources: 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 e-COMMA | Data Specialist | TM 03: Technical Development and Adaptation