An association website provides invaluable data and information on what your customers (i.e., members, prospective members, nonmembers, and the public) care about, what they don't care about, and how they find information. By analyzing this data with website analytics, you can help your association provide valuable, engaging customer experiences.
This week we’re wrapping up work with a client that focused on using data analytics to facilitate marketing automation based on web traffic. For example, the client wanted to message only to a group of members who visited a particular page or series of pages on their website. By visiting the page, they showed implicit interest in the topic, which means they might be interesting a related publication or event.
A short time ago Tableau Software released a whitepaper entitled “5 Tips to Get More from Google Analytics,” and although it was full of valuable information, three tips stood out. The three in this post require that your Google Analytics data be extracted and analyzed with Tableau. This is easily done via direct connect using Google Analytics as a Tableau Software data source, or by using the Google Analytics API to extract the data daily and load it in your association’s data mart, which is the approach we use most often.
Google Analytics is a free tracking tool you can integrate with your web site to log the clicks and behavior of visitors on your association’s web sites. Google Analytics provides many online reporting features for data analysis, but sometimes you want to extract even more information from the data. The Google Analytics API enables your association to extract the collected data so that you can store it in your association’s data mart and do unlimited analysis.
Segmenting with Google Analytics
Google Analytics (GA) is a very useful, free tool for tracking website statistics.
In December we posted a blog about how and why it is recommended to upgrade your association’s Google Analytics account to the Universal Analytics tracking code format. By now it is expected you have, unless you are using one of the features that prevents your association from doing so. With Universal Analytics in place, it is time to take a look at adding more value to your analytics by creating custom dimensions and/or metrics.
The web is always evolving, so naturally there is a time when tracking what happens on the web takes an evolutionary step. If you’re using standard features within your Google Analytics account then the time to upgrade is now! After all, when is there a better time than the turn of the New Year to enhance your data collection?
We recently wrote about the many benefits of Google Analytics as a tool for analyzing the traffic to your association’s website. It is important to understand the metrics Google Analytics provides so that you can review the statistics and take appropriate steps to improve your site. In this article we focus on two of the many available measurements: bounce rate and time on page/site.
In July we wrote about Google Analytics and how associations can leverage the data collected to learn more about their customers. Since Google Analytics is free to obtain and easy to install – everyone is using it. In this post we dive a little deeper into some of the technical background on how Google collects the data and how it can be customized.