Digital Analytics Fundamentals Flashcards
Digital Analytics is the analysis of ____ and ___ data - to drive a ______ of the online experience that your customers have which translates to your desired ______
- Qualitative and Quantitive
- To drive continual improvement
- which translates to your desired outcomes
What platforms can GA track?
Websites Mobile Websites Mobile Applications Gaming Console Basically, anything connected to the internet
Define “Qualitative”
Qualitative data can’t be represented by a number. Things such as page name, gender, country, browser name, and referrer are generally considered qualitative data.
Define “Quantitative”
Quantitative data is any data that can be expressed by a number. Number of page views, time on website, unique views vs total impressions, etc.
Define “Segmentation”
Division into separate parts or sections. Analytics data might be segmented by browser, browsing time, or numerous other factors.
What is a micro conversion?
A micro conversion is an action a user performs working towards one of the ultimate major conversion goals on a website. For example, if your overall objective is to get a user to place an order, a micro-objective would be to get them to view the checkout page.
What is a macro conversion?
A macro conversion is a large conversion objective. This is a conversion which accomplishes one or more major objectives of your site. EX: A customer successfully subscribes to your paid monthly service.
What is “internal context?”
Context based off your own historical data. This is analyzing your own data to create context for that data. For example, if cancellations primarily happen at the beginning of the month immediately after billing, that would be using internal data to derive context.
What is “external context?”
Context gathered from external data. EX - you might drive context from your analytics reports based off of industry benchmarks (external data).
What is aggregated data?
Information which is gathered and expressed as a summary for statistical analysis. This is generally the combination of all qualitative and quantitive data gathered by GA.
What is last-click attribution?
This means all money / value associated with a conversion is associated with the last step taken to create the conversion
What is first-click attribution
This means all money / value associated with a conversion is associated with the FIRST step taken to create the conversion
What is conversion attribution
This refers to attributing value to various actions customers may take to reach a conversion. For example, you may attribute 50% of conversions to the “pricing page”, and 50% to the “payment form”
What is linear-attribution
Liner attribution attributes an equal percentage of the value of a conversion throughout each step taken to reach a conversion by the client.
EX: if the conversion is worth $100 total, and the user clicks on 4 different pages to completely concert, each page has a conversion attribution of $25
What’s involved with creating an analytics measurement plan?
- document business objectives
- Identify strategies and tactics
- choose metrics that are key performance indicators
- choose how to segment data
- chose what the targets are for the key performance indicators
What’s involved with creating an analytics integration plan?
Look at the analytics measurement plan, and figure out how to implement the analytics platform from a technical standpoint to see what can be done.
Considerations: query string parameters, flash and ajax events, subdomains, server redirects, etc
Look at creating filters, goals, setting up goals, ecommerce features, campaign tracking / AdWords linking, etc
Define “KPI”
Key Performance Indicator
Measurements of strategies and tactics, measurements to understand performance. EX: average sale amount, recency / frequency of interactions, how often content is shared, etc. Often good to separate KPI’s by marketing channel.
General digital strategies for: eCommerce Lead Generation (bplans) Content Publishing (blogs) Online Information (support systems) Branding (Max Clicks)
eCommerce: Selling products or services
Lead Generation: Collecting potential leads
Content Publishing: Engagement & frequent visitation
Online Information: Help customers find information
Branding: Awareness, engagement, customer loyalty
How do you track KPI’s in GA?
By using the Goals or eCommerce features in GA.
What are the 5 steps of creating an implementation plan?
1) Define measurement plan (KPI’s, goals, etc)
2) Document technical infrastructure
3) Create implementation plan
4) Pass to development & implement technology
5) Continually refine
What are the four main parts of how Google Analytics works?
Collection, Configuration, Data Processing, & Reporting.
Data is collected and sent to Google. Your configuration settings (filters for example) are applied as the data is processed. The data is then put into a database, and made available through reporting.
What are “metrics” in GA?
Bounce rate, pages per visit, conversion rate, etc. Essentially more qualitative data
What are “dimensions” in GA?
Geography, traffic course, page title, etc. Essentially qualitative data
What’s the standard session timeout length in GA?
30 minutes.
Define “bounce rate”
The number of users who view your website but have no additional interactions. IE - they land on the home page, but they don’t click anything, trigger any events, or do anything after landing there.
Where should the JS tracking code be added on a site?
Just before the tag
What is rollup reporting?
Using one tracking code to track multiple different websites so their data can be aggregated together.
What are the three normal views?
Unfiltered (raw) view
Master view
Test View (make changes to data here before moving to master)
