Using Google Analytics To Market Your Software Idea
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The document outlines the use of Google Analytics for marketing software ideas, discussing planning strategies for websites and apps, social media selection, customer persona development, and analytics metrics. It emphasizes the importance of tracking user engagement and conversion rates, while providing practical installation and reporting tips for optimizing marketing efforts. The document also highlights the need to adapt marketing strategies based on consumer trends and data privacy regulations.
Using Google Analytics To Market Your Software Idea
- 1. Using Google Analytics To MarketYour Software Idea Nebraska.Code June 6th, 2018
- 2. Overview • Planning Site and Apps • Planning Marketing Media • Installation Notes • Review of Google Analytics Sections
- 3. About Me • Founded Zimana in 2009 • Contributor: DMNews, CMSWire • Instructor: Blue1647 • Speaker (DXSummit, Interop, O’reilly OSCON) • Google Analytics, R Programming, website development, Meteor.JS • MBA: Georgia Tech / Mech Eng PrairieView A&M
- 4. A Lay of The Land • “Retail-pocalyse”, BOPIS/ BORIS changes customer expectations • Chatbots andVoice Search Allow New Ways to discover products • Search is contextual • Increased focus on user experience
- 5. •Reveals How Your Customers Are Connecting To Your Marketing Media •Highlights where marketing and your resources should focus What Analytics Means
- 6. Planning
- 7. Plan Analytics for the Website • Review a layout to note subdirectory - cross device ID • Plan activity for a page and then plan tags (email, paid search, Event Tracking)
- 8. For a Current Site, Review Search Console & Trends • Google Search Console – examine words that encouraged visits to your site • Google Trends - To see patterns on Google • Look for ideas for customer awareness of product/ service
- 9. Analytics SDK for an App • For native and web apps that need back-end analytics (order) • Sign Up For Google Analytics account • Switch on at the Admin • Sign up for a Firebase Account for Crashalytics
- 10. Analytics Metrics for an App • Number of active users • Location of usage • Adoption of usage of specific features • Number of App Crash (Crashalytics) • In-app purchases (GA- Firebase)
- 11. Choose Your Social Media Select platforms on which your business will frequently communicate • Pinterest - Image Search • Twitter - Twitterchats/ Discovery • Instagram - Discovery • YouTube - Explanation of a service or feature • Facebook - consumer facing exposure, Chatbot Audience (Messenger)
- 12. Investigate how customers receive information •Google Customer Journey Tool - what media platforms first attract customers •Investigate Trends, Insights (Pew Institute) •Survey - refine ideas
- 13. Describe Customer Persona • Age • Location • Technology • Imagine a problem and steps people undergo to solve that problem (Micro-moment) • Share details of how your software fits into your customer’s Micro-moment (Micro- experience)
- 14. • E-commerce - online retail • Lead Generation - collecting leads and highlighting visitor sources • Awareness – Sharing details that explains the benefit of your software, chatbot, app or purpose of your business Typical Objectives
- 16. Plan Paid Search and Social Ads • Choose Ad groups by product, benefit, geography, seasonal sales, websites on which ads are served • 25 campaigns, 100 groups, 2000 creatives or keywords • Can plan YouTube Ad, Social Ads in a similar manner
- 17. Plan Paid Search Ads • Character Limit on Headline and Description Was Increased • Includes Call to Action and Value Proposition • Use URL builder to tag ads (AdWords provides automatic links to Google Analytics)
- 18. •URL builders can be used for QR codes, email campaigns, and social media share links - as well as paid search ads •Concatenate in a spreadsheet for multiple campaigns URL Tags
- 19. Programming Ads • Create rules to pause ads • CTR Limit • Time of Day • Age Segment (new in Adwords)
- 20. Campaign Tips • Use email for drip campaigns • Prepare to increment based on news and consumer trends (eMarketers, Pew Institute) • Use Platform Analytics (FB,Twitter,AdWords Manager) for Audience Response / GA to tie metrics together • Make sure there is a signup for email - don’t buy email lists (or social media audience)
- 21. Installing
- 22. •Create a container •Plan site tags, rules, and data layer info Tag Manager
- 23. IP Filters • Add a IP Filtered profile to exclude internal traffic • Add Bot Filter
- 24. • Set Administrators • Set Filters and Alerts • Set Remarketing, Enhanced Ecommerce, Mobile App Admin
- 25. Dimensions and Metrics are the scores you want to know regularly Report Ideas
- 26. •Audience – Do visitors align to my intended customer persona (Age, Gender)? •Acquisition – Sources of site traffic •Behavior – What site/app content is being used •Conversions – Is the site traffic meeting intended goals Report Segments
- 27. •Audience –Geolocation (New vs retained visitors); Demographics (high visitor volume required); Tech - % mobile traffic •Acquisition – Review referral traffic against time; Conversion comparison to highlight consistent visitor traffic •Behavior – What site content is being viewed frequently; Site Speed performance Helpful Reports In Each Segment
- 28. •Page, Time On Site •Event Tracking •Goal Value Set Goals by Elements or Behavior
- 29. Set Alerts To Manage Analysis Time • Ad groups, Source, e-Commerce (Product Category) • Percentage, Delta, or Threshold • Think small percentage first (10%), then increase with volume
- 30. Note Campaign Changes Over Time • Compare spend for a campaign/ad group vs. site conversions in GA • Use various periods days,YTD, MTD, months where suitable • Days To Conversion (new)
- 31. Affinity Reports • Shows What Kinds of Site Topics are visitors arriving and going to • Can reveal ideas for framing ad topics and content
- 32. Site Search Reveals Signs of Topics to Address • Reveals what terms people are seeking on a site • Can indicate if people are dropping out after a search
- 33. Conversions / Goal Flow • Goals reveals which traffic sources provide potentially meaningful connections • Conversion Rate = % of traffic that completed a goal
- 34. • Set Widgets to highlight key metrics • Set Alerts for metric increases (Greater than 10% - ideal for low traffic) • Use Scheduler to send reports Dashboard
- 35. • Data Grabber - Supermetrics & Excellent Analytics • Google Data Studio • Online Dashboard – Tableau • R Programming Use for automating compound metrics (ie Customer Lifetime Value) or creating dashboards with other data sources (Regression) Dashboard
- 36. Build Advance Models with R (or Python) • Import GA data for a forecast time series • Regression model with other data
- 37. Be Aware of How Data Is Imported Into Your App • Be Aware of How Data Comes Together To Identify an Individual • Example: Debate on License Plates In a Public Database • Data Retention In Google Analytics marks how long data is used • Follow news about GDPR to learn more about how privacy is managed
- 38. • Start with a Customer Persona • Plan your marketing media against the persona • Use Goals and Alerts to Manage Your Analysis Time • Plan regular reviews over time; Always look to update your marketing to stay connected to customers • Monitor How Personal Data Is Processed In Your Reporting Summary