Google Analytics for Generating Customer Insights for Digital Marketing - YouTube

This workshop prepared by Sarah Borsaly, Web Analytics and Text Mining Specialist at the Center for Customer Insights and Digital Marketing at Cal Poly Pomona, will teach individuals how to connect Google Analytics to a website, what Google Analytics can be used for, and an introduction on how to navigate and analyze the dashboards.

Learning Outcomes:

1. Explain why Google Analytics is important for your website.
2. Connect your website to Google Analytics.
3. Navigate administrative settings of Google Analytics.
4. Understand the sidebar menu in Google Analytics.
5. Define the most common metrics (KPIs) and generate insights from the metrics.
6. Make recommendations to improve KPIs.

Timestamps:

0:00 - Introduction Learning Objectives
0:54 - Pros of Google Analytics
2:43 - Adding an Account to Google Analytics
4:30 - Connecting a Website to Google Analytics and Properties
6:30 - Google Analytics Views
8:15 - Interactive Walkthrough of the Sidebar Menu
--8:35 - Home and Search Bar
--9:30 - Customization
--11:00 - Real Time
--12:20 - Audience
--14:40 - Acquisition
--16:25 - Behavior
--17:30 - Conversions
19:45 - Definitions: Bounce Rate, Sessions, Users, Source/Medium, Channels
21:25 - Introduction to Analysis: Dates, Segments, Metrics, Secondary Dimensions

Relevant Links:

Google Analytics: https://marketingplatform.google.com/...
Demo Account: https://support.google.com/analytics/...

References:

Vezzoli, Ruben (2018), “Google Analytics for Beginners - Training,” (accessed March 2020), [available at https://www.slideshare.net/RubenVezzo...].
(2020), “Analytics Tools & Solutions for Your Business - Google Analytics,” (accessed March 2020), [available at https://marketingplatform.google.com/...].
(2020), “Demo Account - Analytics Help,” (accessed March 2020), [available at https://support.google.com/analytics/...].
(2020), “Google Analytics Connector,” (accessed March 2020), [available at https://www.hannonhill.com/cascadecms...].

Center for Customer Insights and Digital Marketing (CCIDM)
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Analytics and Marketing Insights Club (AMI)
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This workshop was prepared by the Center for Customer Insights and Digital Marketing at the College of Business Administration at California State Polytechnic University, Pomona.

Intro and Outro Animation by Patrick Ogaz
Music: www.bensound.com