How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'

All too often, many who analyze their site’s analytics evaluate only the most common reports and view just the top layer of data. This leads to an incomplete picture of your audience and their intentions, resulting in poorly planned search strategies. Worse yet, it results in an inaccurate measurement of your search efforts. In this session, Amanda will walk you through the most undervalued reports in Google Analytics, and show you how to dig deeper instead of just regurgitating your ‘top ten’ data. From on-site search to using referral data for an audience analysis, this session will show you how to unlock the analytics data you may be overlooking.

Published in: Data & Analytics, Internet, Marketing

SearchLove Boston 2015 | Amanda McGowan, 'How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports' from Distilled

Transcript

1. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› https://www.flickr.com/photos/williambrawley/ AVOIDING TOP TEN   DATA SYNDROME The Most Undervalued Analytics Reports Seer Interactive @McGswagg
2. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Top Ten Data Syndrome: /täp ten ˈdadəˈ sinˌdrōm/ Noun • The inability to look past the ‘top ten’ data pieces in a data set • An illness where only top data is deemed valuable for analysis and all other data is recklessly disregarded • Example: “I demand to see the top ten landing pages, top ten referral sites and top ten locations of my site’s visitors!” https://www.flickr.com/photos/kokopinto/ Seer Interactive @McGswagg
4. REFERRAL DATA https://www.flickr.com/photos/speedoflife/ Seer Interactive @McGswagg
5. RANK WITH YOUR REFERRAL Seer Interactive @McGswagg
6. YOUR SITE THE REFERRING SITE Visitor Path Seer Interactive @McGswagg
8. YOUR SITE THE REFERRING SITE THE REFERRAL RANKS Visitor Path Seer Interactive @McGswagg
10. Determine where your site should be based on where your referrals are. Seer Interactive @McGswagg
15. If the referral is getting the customers that love your brand, why aren’t you? Seer Interactive @McGswagg
16. FIND THE PERSONA’S STARTING POINT Seer Interactive @McGswagg
24. DETERMINE WHAT TO   FOCUS ON WHEN YOU   GET FEATURED https://www.flickr.com/photos/rogersg/ Seer Interactive @McGswagg
31. PERSONAS WITHOUT THE HEADACHE https://www.flickr.com/photos/londonmatt/ Seer Interactive @McGswagg
41. 26% higher conversion Rate from the republished article Seer Interactive @McGswagg
49. SITE SEARCH https://www.flickr.com/photos/ryanwick/ Seer Interactive @McGswagg
51. How's it work? https://www.flickr.com/photos/drp/ Seer Interactive @McGswagg
55. Why’s it matter? https://www.flickr.com/photos/denisemattox/ Seer Interactive @McGswagg
56. USER   EXPERIENCE https://www.flickr.com/photos/u-ri-bo/ Seer Interactive @McGswagg
63. THE DATA! https://www.flickr.com/photos/small_realm/ Well...what kind of data are we working with really? Seer Interactive @McGswagg
69. FINDING DEAD ENDS https://www.flickr.com/photos/tadsonbussey/ Seer Interactive @McGswagg
75. CONTENT GAPS delivered to your front door https://www.flickr.com/photos/denverjeffrey/ Seer Interactive @McGswagg
79. GENERAL   TROUBLESHOOTING Seer Interactive @McGswagg
81. Look past the top ten…. Seer Interactive @McGswagg
85. UNDERSTANDING INTENTION and changing the conversation https://www.flickr.com/photos/danielcoy/ Seer Interactive @McGswagg
89. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› cancel close delete deactivate terminate end stop pause suspend cancelar cancelar cuenta cancelar conta cancel cancel account cancel my account cancel subscription cancellation how to cancel Cancel cancel cancel service Cancel account how do i cancel my account cancel membership how to cancel account how to cancel my account how do I cancel my account how do i cancel cancel my subscription Cancel my account cancelation how do I cancel How do I cancel my account How do I cancel my account? cancelar cancell CANCEL Cancel subscription how to cancel subscription cancel account how do I cancel my account? Cancel Account cancelling canceling cancell account Cancel my subscription cancelar conta how do i cancel my cancel acount how do i cancel my account? CANCEL ACCOUNT cancelling account how to cancel my subscription canceling account Cancellation account cancellation cancel my membership cancelar cuenta how do I cancel my cancel the account cancel trial How do I cancel how to cancel subscription cancel account how do I cancel my account? Cancel Account cancelling canceling cancell account Cancel my subscription cancelar conta how do i cancel my cancel acount how do i cancel my account? CANCEL ACCOUNT cancelling account how to cancel my subscription canceling account Cancellation account cancellation cancel my membership cancelar cuenta how do I cancel my cancel the account cancel trial How do I cancel cancel subscription How to cancel how to cancel cancel billing cancel payment cancell subscription How to cancel account Cancel cancelling my account delete account delete my account delete account Delete account how do i delete my account close account close my account close how to close my account how to close account how do i close my account how do I close my account Close account CLOSE ACCOUNT close account Close my account deactivate deactivate account deactivate my account deactivated how to deactivate account Seer Interactive @McGswagg
91.   CHANGE THE   CONVERSATION Seer Interactive @McGswagg
92. What Else? Seer Interactive @McGswagg
93. https://www.flickr.com/photos/aigle_dore/ LETS LOOK AT OLD DATA Seer Interactive @McGswagg
94. a land before… (not provided) https://www.flickr.com/photos/52630087@N08/ Seer Interactive @McGswagg
95. Visitor Path Site Search Keyword The Result Seer Interactive @McGswagg
96. Visitor Path Site Search Keyword The Result Organic Search Keyword Seer Interactive @McGswagg
110. Your content is not   specific enough. Seer Interactive @McGswagg
112. Visitor Path Site Search Keyword The Result Organic Search Keyword How often… are you making your visitor search twice? Seer Interactive @McGswagg
124. So?   How often is this   actually happening? Seer Interactive @McGswagg
126. Well what about   in 2015? Seer Interactive @McGswagg
133. Your content is not   broad enough. Seer Interactive @McGswagg
134. QUIT MAKING THE   CONSUMER   SEARCH TWICE   AND GET IT RIGHT   THE FIRST TIME.  Seer Interactive @McGswagg
135. Don’t miss out on   what can come from   looking past   the top ten. https://www.flickr.com/photos/glasgowamateur/ Seer Interactive @McGswagg

The world

Tuesday, May 5, 2015

#Data-How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'

How to Avoid "Top Ten Data" Syndrome: The Most Undervalued Analytics Reports'

Transcript