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Government of the Russian Federation

National Research University Higher School of Economics

Faculty of Business and Managements

Master's Thesis

Integrating Digital Marketing Based on Big Data Tools into an SME

Written by

Islam Md Shafikul

Supervisor

Petr Panfilov (PhD)

Moscow, 2019

ABSTRACT

big data enterprise

Big data is now the important things that any organization. Big companies have been controlling the big data practices and maintain from the very beginning. To reach the big data related services, large organization and companies have developed various tools. Small and medium enterprises business organizations can benefit from using these tools. This tool provides some facilities like data analysis, collection and processing.

For small and medium enterprise it is tough to maintain IT team sections. How these small and medium enterprises can be benefited by using these big data tools we figure out these solutions. There is different testing to detect effective advertising. We analysis our testing results and figure out of its reasons.



ACKNOWLEDGEMENT

I would like to express my sincere thanks to the Almighty God, for the strength and grace given me to pursue a Master's Degree.

I would like to particularly extend many thanks to Petr Panfilov (PhD), my supervisor at National Research University Higher School of Economics, for his continuous provision of direction, many useful suggestions and constructive feedback which has enabled me to complete this paper.

I would like to thank my family and friends for their prayer, support and encouragement. I am indebted to their inspiration and support. I would not have made it this far without their support.



ABSTRACT

Acknowledgement

List of Figure

List of Table

Chapter One: Introduction

1.1 Introduction

1.2 Motivation and problem definition

1.3 Research Objective

1.4 Scope of the study

1.5 Thesis structure

Chapter Two: Reviews of Literature

2.1 Introduction

2.2 Why Digital Analytics

2.3 Different types of tools

Chapter Three: Analytical Tools

3.1 Introduction

3.2 How Analytics works

3.3 Analytics setup

3.4 How to set up views with filters

3.5 Navigating Analytics

3.6 Understanding overview reports

3.7 Understanding full reports

3.8 How to share reports

3.9 How to set up dashboards and shortcuts

Chapter Four: Basic Reporting

4.1 Introduction

4.2 Audience reports

4.3 Acquisition reports

4.4 Behavior reports

Chapter Five: Campaign and Conversion Tracking

5.1 Introduction

5.2 How to measure Custom Campaigns

5.3 Tracking campaigns with the URL Builder

5.4 Use Goals to measure business objectives

5.5 How to measure Ads campaigns

Chapter Six: Campaigns for A/B test

6.1 Introduction

6.2 working process of A/B testing

6.3 What we can test

6.4 Why should we A/B Test

Chapter Seven: Conclusion

7.1 Evaluate the Experiments

Results

Summery

References



Chapter 1 CHAPTER ONE: INTRODUCTION

1.1 Introduction

Digital marketing is mainly on the Internet based marketing, using digital technology to market products or services, which is using mobile phones, display advertisements, and any other digital medium. The development of digital marketing has changed the way the technologies and methods for marketing and businesses since 1990s. As the digital platform is included in growing marketing plans and daily life, people use digital devices as a visit to physical stores instead, becoming more popular and skilled in the digital marketing campaign.

Digital marketing methods such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer Marketing, Content, Automation, Campaign, Marketing, Data-Driven Marketing, e-Commerce Marketing, Social Media Marketing, Social Media optimization, e-mail, direct marketing, display ads, e-books, and optical discs and games are becoming more common on us. Digital marketing is vast area of modern marketing especially for large company which has huge resources and customer data. They has own analytical tools and IT departments for achieving business goals. On the others hands, small and medium enterprises (SME), it is tough to setup IT departments but how can SME get opportunity from Digital marketing. There are different technological tools that are helping for achieving target for SME into big data era.

1.2 Motivation and problem definition

In digital market, data-driven marketing is a process which gains insight and trends based on depth analysis informed by the number of marketers. Analytical tools allow customers to target and market personalized. The company uses customer reviews and customer support conversations to extract information for the marketing strategy plan. An audience around a targeted campaign increases their conversion chances. The market understands customer's behavior and can make informative decisions based on data, thus making relevant targeting. Achieve targeting in the efficient way or making better decision we need to depends on some testing, among them A/B testing is more significant. Integration digital marketing means involve new digital approach to achieve goal. This approach is cost effective so for SME it is thinkable to invest more for digital marketing or not. Small and medium business enterprises for sure set to advertise to increase their business coverage. A/B test certainly will help to achieve their goals. At the time they need to utilize big data for local or global extension of business. SME need not to set up owns IT staff they can use any big data tools. This types of data based company helps them to grow up insure lower marketing cost. Moreover instant decision making interface and proficient feedback. A / B testing also define as split or bucket testing of the two versions compare to each other, which compared against to different components. A/B testing is basically a test where a page two or more variants of to users randomly are shown and statistical analysis in the core conversion goal for any differences of better to use to determine which versions is better to goal.

1.3 Research Objective

Mark Jeffery showed in his research Book of Data driven Marketing “International Data Corporation (IDC) estimate that data storage is growing at 60 percent per year, which is suggests that the volume of storage data is doubling approximately every 20 months”. According, one way is Google, Amazon, Microsoft and Facebook as the big online storage and service firms collected by the data total to be considered. The estimated four large shops include them at least 1,200 entitled. That is 1.2 million terabytes (one terabyte 1,000 GB). Most of the data storage company has some services for small and medium enterprises like Google has Google Analytics. By using this GA services any enterprises or small business company can be benefited easily. In internet there are huge clients so it is not easy to reached targeted clients for enterprises. A/B testing is way that helps to reached potential clients for achieved goal.

1.4 Scope of the study

At the present time, big data field has been made subject to discussion because there is lot of potential output from data. This study focuses on big data-based digital marketing an efficient way by using tools to enter small and medium enterprises. Although at the present time without digital marketing it is quite hard to represent the right client's right time and the right product. So in this book and as my thesis work, I have analysis real data from digital marketing based company.

There are different type of analytics tools and testing properly using on the internet for achieving the goal from big data-based services. We will provide our own design ads and implemented feedback method to attract clients.

So in my thesis work data base or data related software developments might not be a big factor because of now we are checking the clients' behavior for digital marketing based on big data into an SME

1.5 Thesis structure

The rest of the paper is organized as follows. Overviews of the data driven marketing and A/B testing are described in chapter one and two. At chapter three we described analytical tools. We describe the basic report and tracking brief in chapter four and five. We explain details A/B testing in chapter six. We evaluate the experiments and results in section chapter Seven. Finally at end of this task we provided the conclusion of this paper.



Chapter Two: REVIEWS OF LITERATURE

2.1 Introduction

In this chapter we will be describe different views of digital marketing. Data driven based marketing we need to pay attention to proper and potential clients from vast users of internet. Data-driven marketing future behavior relationship in the prediction to create customer interaction and a busy schedule gathered through the data analysis derived from the insight, for it is based on the strategies mentioned. The already data available to data can be achieved and how to organize, analyze, and better marketing efforts, those data should be applied to what has been available. The desired goal is usually to personalize growth and customer experience.

2.2 Why Digital Analytics

Think about online stores like online store. It may have a goal to sell more T-shirts. Digital analysis by using the store, their online advertising campaign, from data collection and analysis can see which is the most effective and marketing efforts to expand. For instance, store may analyze geographical sales information to understand if some people buy shirts and carry out additional advertising in the region. Users can use Analytics to understand how they make progress through their online shopping cart. If they notice that users have a certain level of problems on their website, they may make changes to the site to resolve the issue.

Several kinds of businesses can benefit from digital analysis:

1. Publishers can use it to combine site ads with a trusted, highly engaging audience and interest to users.

2. E-commerce businesses can use digital analysis to understand customers ' online purchasing behavior and to better understand their products and services.

3. Lead generation sites may collect user information for sales groups to connect with possible lead.

Although we primarily any website, from data collection to talk about, however, Google Analytics, various kinds of systems, such as mobile apps, online point-of-sales systems, video game consoles, Customer Relationship Management System, or other via the internet, behavioral data collection, can connected platforms.

2.3 Different types of tools

Data analytical tools help to represent huge data in the easiest way. There are different types of data analytical tools provide extra features most of them Google analytics has some efficient features for digital marketing. In our thesis we used Google analytical tools for marketing reports and support.

Tableau: Tableau insight with fast pace strong ability characteristics. Different local and cloud-based data outsole with connections, with tables' intuitive interface, a balanced corporate data sources, preparations, Analysis, Analysis, and presentation integrated. It is suitable with three types of analysis discussed above table flexibility. The table server can easily cell a repeat report. Power users will appreciate integrated statistical and effectiveness for better self-service. And finally, table common applications in sealed the analytics to embed JavaScript API and Single Sign-On functionality like application integration technology using.

Looker: Looker Information-strive to provide robust data environment and centralized data governance on reusable components for intelligent users. Using an extract / load / transform system, Luca allows users to model and convert models to suit their needs. There are also looker-owned LookML languages that use SQL in a visible and reusable way. Reusable concepts expand Looker Block Elements, which are unusable utility for data connections, analysis, visualization and distribution. Finally, looker is designed to be easily integrated with popular collaboration and workflow tools such as Girard, Slack and segment.

KNIME: An open source, enterprise-class analysis platform, KNIME is designed to focus on data science. The visual interface of KNIME emphasizes all nodes in statistical models to represent information. Combine R, Python and H2O and other structures and other data science tools, including undefined data types. KNIME leading edge support to data science use cases, such as social media, sensitivity analysis, medical claims, outline Detection, Market Basket Analysis and text mining.

Pentaho: Pentaho focuses on data collection and matches other data sources on ERP and CRM systems, as well as large data tools such as hadoop and NoSQL. It has built-in integration with the IoT endpoints and a speed data collection of unique metadata injection functionality from multiple sources.

Talend: Talend's tools accelerate data integration projects and speed timings. An open source tool, Which connects large data platforms such as hadoop and sparks. Its integrated toolset and unique data fabric functionality enables business users to prepare self-service data. The information for the business context for understanding data, Pope simple the tolerant, clean and usable data in it, the bottle was removed, which gives data outsole combine, to time to by reducing.

Qlik: Qlik emphasizes the pace of insight by automatically discovering information during the preparation and acquiring data and the relationship between multiple data sources. To acquire data for traditional query-based approach, instead, quick, the associate engine automatically all incoming outsole information by profile, the links are identified by and user this joint data set represents. Multiple, simultaneously use the rapid Qlik's memory processing architecture because of the large and diverse data sets to explore, which can compressed binary indexes, logical measurement and dynamic calculation included. Qlik supports RESTful APIs and HTML5 and JavaScript. This support enables mobile platform integration for web, business applications and enterprise-wide embedded analysis.

Microsoft SQL Server: SQL Server Reporting Services (SSRS) is a business intelligence and reporting tools, which Microsoft Data Management Stack, SQL Server Management Services and SQL Server Integration presentation that integrates with. This toolset enables a smooth transition from database to business intelligence environments. SSRS and Microsoft data management stack are traditional BI workshop. They are a mature toolset that works very well with repetitive reports and user entrances.



Chapter Three: ANALYTICAL TOOLS

3.1 Introduction

Analytical tools are a systems or software to manage some measurements and counting in particular input. Analytical tools are playing a great role to get decision on any analytical results. In big data industry analytical tools help firstly for proper output. Analytics is a platform that collects data and compiles it into useful reports.

3.2 How Analytics works

Tracking a website

To track a website, you must first create a Google Analytics account. Then you need to add a small portion of the JavaScript tracking code on every page of your site. Every time a user visits a web page, the tracking code will collect anonymous information about how the user interacts with the page. For the Google Store, the tracking code shows how many users visited pages that sell beverages with a page that sells grandpa's markings. Or it could let us know how many users have bought an Android doll-like item that they have created on the track confirmation page. However, the tracking code, browser language, such as browser language, type of browser (such as Chrome or Safari), and Google Store use to access device and operating system of the browser will collect information. It can even collect "traffic sources" that brought the site to users in the first place. It can be a search engine, an ad that they clicked, or an email marketing campaign. Remember that each time a page is loaded, the tracking code collection and user activity about the update to send the information. This activity in Google Analytics is known as a" session". It starts with a countdown when a user navigates to a page that includes the Google Analytics tracking code. A session ends after 30 minutes of inactivity. The user returns to a page at the end of a session, a new session will begin.

Processing and reporting

When the tracking code collects data, it packages the information and reports it to Google Analytics. When Analytics data process, when the user device is mobile or desktop or any browser are using, about the specific criteria based on the data integrates and organized. However, there are configuration settings that allow you to customize the data process. For example, if your data in any internal company not included by your filter to can, or only for your business is important to a particular country or region, the information can include.

3.3 Analytics setup

All your Google Analytics accounts are grouped under" provision that is optional. This allows you to manage multiple Google Analytics accounts in one group. Large businesses or organizations may have multiple accounts; from medium to small businesses usually use accounts (only). When you create an account, you automatically create a property and a view for that account in that property. But each Analytics account has multiple features and each one can have more than one view. It lets you organize your Analytics data collection in a way that reflects your business. Determines the Google Analytics account by managing which data is collected from your website and can access that data. Normally, you will create separate Analytics accounts for individual business or business units.

Fig 3.1

You each account of the multiple characteristics to assign so that you can various website, mobile app, or your business, related to other digital resources, from data collection to can. For example, you may want to have different properties for different sales zones or brands. To you, it is your business, a separate part of the for easily data, let's see, but remember, it is you as a whole individual, property of data will allow you to see.

To view settings

Each account has more than one "property", just as each property has more than one "view". You can use a property called your configuration settings filter to determine which information you want to include in each View Report. For example, Google Store sells merchandise from their websites in different geographical regions. They can create a view that includes data on their global websites. But if they want to see information for individual areas, they can create separate opinions for North America, Europe and Asia. If Google Store, only external traffic for the data wants to see (which have their own store employees, does not include), they are IP address based on the internal traffic filters by, such a scene can set. The view layer lets you set the Google Analytics "Goals". The goals are valuable way to convert from your website, or track business objectives. How many users signed up for an email newsletter or how many users have purchased a product may be a target. We will discuss goals and transformations in the next lesson. Be thoughtful when setting up your account, feature and feedback because you cannot modify the information after it is collected and processed.

3.4 How to set up views with filters

We see that Analytics automatically sets an out-of-view called "all web site data" when you first create a property. This contains all raw, unmodified data collected for the property. We recommend changing the name "raw data", so that you know that the data is not filtered. To change the name, we will only type the new name. Now click" Save".

Setting up a Test view

Next, we will set up a "check" to check our settings. If we wrongly configure something, we want to collect information anonymously that we want to collect. So it is better to first check all of our configurations in the Test view. To set up a Test view on the top left, click the select selector Paul-down menu. Then select" Create New view". We will name this view as "experimental view".

Creating a master view

Next, let's create master view. We will use this view to analyze and report all of us. We can only copy the Test view and rename it.

To copy the view, click "Copy view" in the upper right corner.

We will name the" master view " view.

Now click on the "copy."

If you go to The View menu, you can see that we have successfully copied and created this new view. By copying the view, all our settings and filters that we created without the bot traffic will also be included in the new view.

Adding additional filters

Now we have three opinions that can use to backup our data, test new analysis configurations and analyze our daily reports.

But we still have to add filters to determine which Analytics are displayed at each view. We will first set up a common filter in the "Test" view to eliminate the internal IP traffic. In this way, we may strictly measure the behavior of the online Google Store for outside customers without the impact of an employee. This will ensure that we are creating our filters correctly.

Now click on" filter".

Then click" Add Filter". We will name this filter "excludes internal traffic".

Analytics provides two types of filters, "default" and "custom" filters. Predefined filters allow you to use templates for most common filters. Custom filters allow you to design a filter to include, insert or modify. Since the IP address is common to delete data, Analytics provides default filters for it, we will release the filter type as "default" Now click "Select Source or destination"

Once we have this filter and it is implemented Google Analytics Web property traffic, the IP addresses will check and filter that matches the exception will. The filter takes a bit of time to traffic all the tracks. To check the filter apart from the internal traffic, click reporting. Then, click" real time" on the navigation on the left. Now click on "Overview".

3.5 Navigating Analytics

Account / property / switch view

If you have multiple accounts, properties or feedback set up, you can easily switch between them by clicking on the page with your view heading in the top left corner. When you open the account chooser you can select with account, property or view. You can search for any of these by name. To close the account picture, click anywhere on the screen outside the picture.

Alert icon

Clicking the bell icon on the top right shows you alerts about your Google Analytics properties and views.

Alert menu

This can include information that is not being properly collected or settings that need to be optimized. To close the alert menu, carefully click anywhere on the screen.

Feedback, help, and settings Includes two more icons at the top right of your analytics view: The "question mark" icon lets you send feedback to Google Analytics or search for help articles

User icon lets you switch between different Google accounts, lets you manage or sign out your current Google account

Customization

The customization section lets you create specific custom reports for your business. We must cover an advanced customization.

Left hand navigation

To navigate between the reports, you will use the navigation to the left. The report of each department will be published by clicking on each of these sections.

3.6 Understanding overview reports

Date range

Each report is a date range at the top. This lets you set the duration where you want to analyze the report data. Click the date range to open the date range selector.

Date range selector

This opens a calendar to the left where you can select your date range. When you change the date range, it affects all the reports in your view. So you can switch between different reports without matching the date range each time.

You can choose between last week, last calendar month, or the date range of the last 30 days. However, you can set specific dates by selecting the calendar date by clicking the start-and-end-date fields. If you want to select the whole month, simply click on the name of the month on the left calendar.

Date format comparison

You can compare data from two different date ranges by clicking" compare " and adding data to date ranges that you want to compare. This lets you see how you have changed over time.

Segment chooser

In the report top, observe the segment picture. Segments are a way to compare specific data sets and metric. We will offer a better course on this surface

Line graph

One of the most prominent line graphs that by default shows a data point for users ' numbers on your selected date range.

Duration selector

If you want to view this data more specifically, you can change the data points to show hours, weekly or monthly. This can be especially useful when looking at large date sets. If you see more than one day of data, the view will default every hour.

Metric selector

You can change the metric shown by users by selecting the drop-down menu under the Overview tab. Analytics lets you compare a second metric over the same period by clicking" select a metric".

Graph Annotator

Observe the small arrows below the line graph. Clicking on the arrows lets you annotate the graph with helpful notes to add business context to your data. Once you add a note, a small indicator appears above the graph that can be viewed by other users with access to the view. Clicking on a matrix below will display data points for those metric of the line graph mentioned above.

Geography

Below line graph has several helpful metric:

"Per session Pages" is the average number of pages viewed during each session. This includes the recurrence of a single page.

The" average session time "is the average length of a session based on the users visited your site within the date range selected.

The" bounce rate "is the percentage of users who take other steps after viewing a single page on your site.

"New session percentage" is the percentage of the locations of your date range that are new users on your site.

Dimensions and Matrix

Clicking the dimensions in the lower left of the report will let you see the top 10 levels and The Matrix in each section.

Language level

The default set "language selected in the Audience Score Report. "Note that the right table has the top 10 values for the language. You can select "country" or "city" to view the top 10 values for that magnitude.

To view your site, click on the metric view, browser, operating system and service provider about which people are using.

3.7 Understanding full reports

Synopsis

Previously, we showed you a higher-level version of the" audience " report. The report's bottom, "The Complete Report view", there is a link, where your left-hand navigation each audience of the report the extended version can see.

Now, check out a complete report.

When you open the entire report, you will see links below the segment picker that controls various types of data in the report. "Summary" is a summary of categorized measurement by philosophy acquisition, behavior and conversion Matrix. It makes it easy to explain these metric in the context of the marketing funnel discussed in Unit 1.

"Site use" shows the duration of behavior matrix, user per session, new users, Sessions, Session pages, and average sessions like users. The" goals " will show The Matrix based on the goals you have configured and only if you set up the targets in Google Analytics, which we will discuss later. And if you set up ecommerce tracking in Analytics, "ecommerce" will show you the transaction Matrix. Now come back to short view.

The main data table below the graph. You can see that the first column is the current level of "countries" shows, which we overview in the report, the selected end, the Population Division was in. You can switch between other dimensions such as cities, continents and subcontinent by clicking on the links above the data table. It is also important that you can add another dimension to the table for more specific analysis. We call it a second Dimension, Data Analysis When a common technique. For example, when visiting your website, you can add a second dimension to the "device Department" in the location report to see which devices were used in different countries.

Here you can see that each row of the table represents a separate part of the traffic in the "country" scale. Notice that Analytics only shows you the data of the first 10 rows and only shows several columns as fits the screen. Additional row to see how much you row want to view to select the table, lower right side "rows, see the" plan menu is use the OR at once, 10 rows through the scroll to the left and right arrows, use the. If you want to view all columns, you need to use the horizontal scroll bar below your report.

You can analyze data tables in different ways. Clicking each column in the table toggles the data stream up and upwards. The arrow in the column heading shows what type of column you are currently looking for. Note that by default, Analytics users type this report.

It is noteworthy that traffic can be useful only to filter data tables to focus. Use the filter field at the top of the table to include only rows where the primary dimension contains your filter word. For example, if you like India for a specific country data, see seek so you can the table scroll through to change, you simply filter field in the "Indian" type, and can Analytics you simply the category of information for which would look "Indian. " Beside the "Advanced," Search box, you can apply more sophisticated rules for filtering. We have developed a course for advanced filtering techniques for surface must be.

Visualisation report

Beside the "Advanced" link, there are several visualization options:

The" data table" view is the default visualization for most reports. It organizes your data in a table divided by acquisition, behavior and conversion metrics for audience and acquisition reports.

The "pie chart" icon creates a data based pie chart. It helps you compare the completeness of how many users are on desktops, tablets and mobile phones. You can choose which metric you have displayed in the pie chart using the countdown menu from your report.

The "performance" view shows a bar graph of your data. It compares you as well as the individual that comes to the highest traffic in any country. You can use the pull-down menu to select different metric to be represented as bars.

Compare "visit" your selected metric to the site average, above or below the table, each entry to see whether to quickly see a bar graph shows. If the given row value is better than the average, it appears green. If it is lower than the average, it appears red. Again, you can use the drop-down menu to select which metric you should display.

Finally, the "pivot" view creates a pivot table between which both rows and columns can display different dimension values for comparison. For example, a pivot table, each landing page, and device type for the Google Store, the bounce rate and Session number to display.

3.8 How to share reports

Sharing and reporting of customizations

Once found meaningful information in your reports, Google Analytics provides several ways to share or return that report under the top Report name.

"Save lets you create a link to a specific report under the" saved report" in the customization area of the left Navigator.

"Export" lets you save a report to your desktop in different file formats as PDF or CSV.

"Share" lets you email a copy of the report as an attachment and even set regular email updates.

"Edit" lets you customize the report content by adding metric groups, filters or additional feedback.

Report the font on the green check icon next to the report Name. That depends on the percentage section of the report session. Sometimes, the analytics needs to shrink so much data that, in order to make your report faster, it will only analyze sample of the data collected. This is called "sample" because it returns an estimate of the exact calculations based on your data samples.

To change the sample rate of the report, click the mouse and pull-down menu on the green data value icon. Leave this to "greater accuracy" if you want your data to be more accurate and don't miss additional response time. Select "quick response" if you want to waste time to create a report and devote more specific metrics.

3.9 How to set up dashboards and shortcuts

We see and see different types of reports, it is clear that some of these matrices will be more useful for your business than others. In some cases, even in the metric you want to check regularly for your business to promote health or specific ads. You can use dashboard and shortcuts to quickly search these metric without navigating to a specific report.

Dashboard

Dashboards are flexible and can be used for various purposes. For example, you can create a brief account of how you are editing your site by showing together a summary of different reports as widgets in your account. Or you can collect a list of critical business metrics that show your business status at a glance or compare several reports as well.

Click "customization" in the navigator on the left to see your collected report, then "Dashboard". To create a new dashboard, click Create, select a blank or starter dashboard and give your dashboard a name.

You can add widgets to a dashboard by clicking" Add Widgets". This lets you name the widget you want to appear on the dashboard and select a visualizations type. If you are a number, a timeline, a map, a table, a pie chart or a bar graph as information, see can choose.

You can select some of these myths for standard or real-time metrics. Use the "add a metric" pull down menu below to find and add special metric that you want to include. Once you move it to the dashboard, you can add filters to the report widget, so we set filters to The View Level.

Once you create a dashboard, you can click on "customize dashboard" and select a format to format it. You can drag and drop existing widgets into different locations within the dashboards. The messaging on top of a widget will publish an edit icon that you can use to edit the data coming to the report widget. It also publishes a Delete icon that lets you remove the widget from the dashboard.

There are two types of dashboard: personal and shared. A personal dashboard is visible only to you in that scene. A shared dashboard can be seen by anyone who has access to the view. You can have 20 personal dashboards per user and 50 shared dashboard per view. When you share the dashboard with other users, they can change what they show on their dashboard; their changes will only be visible to them. Your main shared dashboard cannot be changed by other users.

If you want to share a dashboard, simply click "share" at the top. "Share template link" will provide a link to your dashboard template that can be added to another view, but don't worry, it will not include any Analytics information.

If you want to share your template more broadly, you can add the dashboard template to the "Google Analytics gallery" by clicking "Share solution gallery". The solution gallery is a place where Google Analytics users can share customizations of different types of dashboards. It is a great place to find dashboard templates you can import and customize for your business.

Save report

You can save reports to view them later by clicking "save" at the top of most reports. When you save the reports, you have reported any customizations that you have included. For example, if your data table filter has, however, a filter will be applied automatically when you save the report, the under the customization area from the report to access.

Use the dashboard and saved reports to easily retrieve valuable data for your business or share with other stakeholder. Check out the "Google Analytics gallery" for some great ideas.



Chapter Four: BASIC REPORTING

4.1 Introduction

Google Analytics provides information about users who visit your website, which Report visitors to most useful reports

4.2 Audience reports

The audience report is located under the left hand navigation "listener". These reports can help you better understand your users ' features. It includes languages that speak, and the technologies that they use to access your site. However, it is age and gender, their engagement and loyalty, and even their interest in the information also can include.

Active user reports

Let's start with the" active users" report. It will show you how many users on your site had at least one session in the last day, seven days, 14 days and 30 days. We call this "site reach" or "sticky". If your marketing activities, and site content to users visiting your site, come back to source, however, gives each time frame of active users continues to grow, should.

Reports of population and interests

Next, let's see the" demographics "and" aggression " reports. The "demographic" reports provide information about the age and gender of your users. The" interests "reports show your users' preferences for specific web content, such as technology, music, travel, or TV. This information is useful in two ways. First, if you know your target audience, it helps to verify that you have reached the right person. Second, it can help guide decisions about your marketing and content strategies.

Note that if you see data in these reports, you must first enable advertising features in the "demographic and interest" reports of each of the properties. Go to the" Admin "tab under the" property "tab and select" ad features "under" enable population and interest report".

Once activated, the information and interests of your population will see reports about the age, gender and interest of your users. Please note that if you enable this feature, it may take one or two days to display data in these reports. In addition, if your site traffic is too low or if your segment is too small, there is no data in public reports.

Geographic reports

"Geo" under the "location" report is one of the most useful audience reports. Google Analytics can anonymously determine the user's continent, subcontinent, country and city of IP addresses used by their browsers. Observe the geographical heat map at the top of the report, which you can adjust to various metric displays. For example, switching maps to show" the percentage of New visits " lets you identify potential new markets based on the new user traffic on your website. This can help you determine whether to invest in awareness or customer loyalty at specific locations.

A higher number of conversions (or transactions), however, you can use the visualization table below to identify low traffic rates. With ads that can be targeted at untapped market instructions.

Another analysis strategy if you already have a large audience, there is identifying the region, but the average performance less. For example, if certain regions, the average bounce rate (or single page view, after leaving, users) than if you your ad or website is optimized to be. You may need to translate your ad or site into your native language or add geographically-specific content.

Behavior reports

Under "geo", a set of behavior reports that help users understand how many times your website visits and returns. The" new VS returning " report breaks the metric of acquisitions, behavior and transformation goals for new and reverted users. You can see the comparison over time to see how audience loyalty can be transferred. Consider your website objectives, as well as your marketing operations, when your site evaluates a mixture of new and reverted users.

Technology and mobile reports

Below behavior reports," technology "and" mobile " reports can help your visitors understand which technologies are using for content on your site. These reports can help you to ensure that your site is fully functional in different devices and browsers.

For example, you can use the "browsers and operating systems" report to quickly identify issues with certain browsers in your browser. If your site on a mobile browser, relatively high bounce rate, if you embed a mobile-optimization version must be made so that the streamlined content and simple navigation.

It is a good idea to understand whether users move from desktop to mobile and plan your development accordingly. You can use the "Overview" report under "mobile" to view your traffic breakdown based on smartphones, tablets and desktop devices. Check out this report to see how your mobile usage has increased over time.

The" devices" report lets you see additional details about the devices used to browse your site. Of mobile devices, the name, brand, service provider, input selector, operating systems and screen resolution, like the other levels. These reports can provide guidance on how your developers and designers can create mobile-optimization experiences.

4.3 Acquisition reports

"Acquisition "reports are located on the left navigation section of" acquisition". Your different marketing channels, the performance comparisons for the acquisition reports, you can use and any outsole you the highest quality traffic and conversion by can send its Discover. It can help you make better decisions about focus on your marketing efforts.

Before discussing the acquisition report, it can be helpful to know how Google Analytics identifies a traffic source for your website. When a user visits your site, Google Analytics tracking code automatically captures the attributes (or dimensions) of where the user comes from. This includes traffic media, sources, and marketing media names.

You think that the use of the process that users have distributed to your site. Some common examples of the media are "organic," "CPC," "referral," "email," and "none."See these different modes:

"Organic" is used to detect traffic coming to your site through unsolicited inquiries, such as a non-paying Google search result.

"CPP" provides traffic that is reached through a paid search campaign like text ads to Google ads.

The" referral " user is used for traffic that appears on your site after clicking on a website without a search engine.

"Email" represents traffic coming from an email marketing campaign.

"(None) " applies directly to users that directly type your URL into your browser. In your reports, you will see that these users have a "direct" source "(none) source.

Returns more information about the" source " medium. For example, if the medium is "referral" is, however, encouraging that site's URL will be the user who the site mentioned. If the medium is "organic", the source will be called search engines "Google."

"All traffic" under Google Store Analytics account in the "source / medium" report is 1 August 2015 to 31 August 2015 the date by using the view. This is the source and their related media referrals, search engine traffic and direct traffic sites. Observe the default sorting users.

To identify effective traffic sources, we can see a combination of Source / Medium with most users, but it does not mean it was the best traffic. Ideally, the traffic should be" high quality", meaning that users from any source are connected to the website or complete a transition. A good indicator of traffic quality can be the bounce rate.

Our top traffic source is a Google bio-search, which is comparatively lower bounce rate than other sources. Our second most popular traffic source is direct traffic. YouTube referrals were the third highest traffic source, but it was the highest bounce rate. Let us analyze when it comes to a problem.

We compare, visit to click on and site the source, each source / medium combination for the bounce rate to compare metric "bounce rate" can choose. Sure, enough, we see that our YouTube traffic is getting bigger than the average. The Google Store wants to ensure that the YouTube traffic is landing on a page that is valuable to users.

If we want to see only "organic" sources to send traffic to the site, we can type "organic" in the filter. You have specified Google more traffic than any other non - paid source and have comparatively lower bounce rates than other sources. This means that Google is landing on highly relevant pages that users come from organic searches.

Now compare our performance for various Google marketing activities that have changed the filter to "Google" and created traffic. We now see that organic traffic is our biggest source of traffic, then Google / CPC, which is paid search traffic using Google ads. It's a great way to add context to your analysis and understand how your marketing activities are successful for your business.

Channel reports

There are other ways to see which traffic source site brings the most associated users. Using the" channels" report, we can see the traffic through the channel that gathers sources under each medium. Traffic sources are automatically grouped in basic sections (or channels) such as organic, social, direct, referrals, displays etc.

Clicking on each channel will break different sources for that channel. You can create your own channel group in Google Analytics if you want to group your sources separately. We must develop a surface this further.

Referrals report

If we want to view your traffic organized with a link to your sites, you can see the "referrals" report.

We can click on individual referrals to see the link returned to your site on a particular web page. If we want to understand that you Site any specific pages, link to being, then you report the "landing page" of a second dimension can add

4.4 Behavior reports

You can find "behavior" reports in the navigation on the left. It is important to understand how Google Analytics computes the behavior data. If you think Analytics uses a small part of the JavaScript code on your website to collect information. Every time the user loads a page on your website, this tracking code creates "Analytics" that is reported on Google Analytics.

Let us see the" All Pages "report Under" site content" and scroll through the data table. The" aegis" metrics show how often each page of your site is viewed. By default, this report will show information by Page URI. The URL is part of the URL in the URL after the domain name in the browser location bar. If you switch to the initial volume of the report to the "page title", you can see this report with the heading listed in the HTML of the Web page.

Other metric reports such as" average time of Page "and" bounce rate "indicate how users involved on every page of your site. Your future content decisions by management to advanced or High-Performance User Content, including for low-performance the pages quickly to search for this metric by the report is arranged can take.

The "products drainage" report under the group pages of "site content" according to the directory structure of your website. You can click a directory to view the pages of your site in the directory that you visit. This is especially useful if you try to understand the performance of content in certain sections of your website. If you switch to the pie chart view, you can quickly see which categories of your site are popular with your users.

Under "site content" the "landing page" report lists the pages of your website where users first arrived. This is a session of the first page. You can use this report to monitor the number of bounce and bounce rates for each landing page. A higher bounce rate usually indicates that the transactional page content is not relevant or that it is not compelling for users.

The" exit pages "report under" Site Content" shows the pages where users left your site. Because your users no shopping cart checkout like important pages to be out do not want unsolicited exit loss for this report, to periodically review for a good idea.

The" events" Report tracks how users interact with specific content on your website. For example, users can use this report by clicking the video player or download link. The event tracking Analytics tracking code needs additional implementation outside the snippets, which we will discuss in more detail in an advanced Google Analytics analysis.



Chapter Five: CAMPAIGN AND CONVERSION TRACKING

5.1 Introduction

Marketing campaigns can take different forms. Your business search engine results, in text ads, with the help of advertising, to give strategic publisher website, in banner ads to advertise or in your brand and products out to customers to communicate on social media or email campaigns can have. It is common to use the combination of these marketing operations to drive sales and website conversion.

5.2 How to measure Custom Campaigns

The marketing campaigns are tracked by Google Analytics by "tagging promotion". Campaign tags add a bit of extra information between URL links to your online marketing or advertising tools. The tracking parameters followed include an equal sign and a word or hyphenated word that you specify.

Users have additional parameters with the A Link, click the Google Analytics tracking code from the link information to move to and the users and their marketing campaign with their behavior, The Associated will. In this way, you can find out which people have come to your site through various marketing activities.

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