Digital Analytics MiniDegree from CXL — every marketer must try — Part 2 Review
Starting it with the same words again, Analytics is the sexiest word for at least the professionals who understand it, most of the students and professionals are following this as a career, rather for the pay than its actual understanding and passion. Let’s not argue over this, since it has lots of points balancing on either side of the equation.
Before I go any further I will just give a brief on myself, I am Nischith a sales & marketing professional working in the health sector. I live in Bangalore India and I am from Mysore, City of Heritage.
The information shared below is based on the learnings from CXL Institute, you need to have a bare understanding of what Digital Marketing or Google analytics is, as CXL themselves say their courses are not for beginners. Let’s dive in, I hope I give you a good insight into their teaching.
Today we will understand just on Analyzing Reports
In the 2nd week of the review, let’s understand what it is to analyze reports, how to do it and what framework to use, more importantly, what insight you need to find.
I believe you have set up your goals and the traffic has been tagged well because these are 2 important things that get you to answer 80% of the questions.
The QIA Framework
To understand that I introduce you to few examples on google merchandise google demo accounts using a framework called QIA, meaning
You need to think in terms of Question and then Information and Action in this order.
- Have a Question or get one: There are many questions popping in business settings, quite fondly there might be situations people miss the silliest question which is of great importance. Understanding the data helps in generating revenue or creating value for your customers.
- The Information (answers) in GA- Google Analytics: To address the question find the answers in the GA, understand the question, what is the information that you're going to need to find in order to answer that question. Information’s a little bit more important, specifically because the information, is being held in Google Analytics somewhere, hopefully. Hence, If you have set the goals and appropriate traffic tags, there are chances you will be able to answer most of the questions as stated earlier.
- Finally, you need to take ACTION: We have the questions and connected pieces of information, now justified actions have to be taken, but unfortunately, this is what most people skip, usually what happens people who ask you a question will not be knowing anything about the question, so you need to ask few more questions(like first if they come up with a question who are our most visited customers, this is quite large picture right? ask few more follow-up questions expecting to understand the context more like what kind of segment, demographics etc.,). Also this helps you to get the information in a better way since you are the expert there. All the follow-up question gives clarity on what you need to find and later accordingly ACTIONS will be taken.
There is one more thing you need to keep in mind, make sure you find or connect to a story that helps you in finding the answer and suggesting the question.You’ve ever been overwhelmed or frustrated by analytics because you get tied up in all the reports, it’s just because you’ve forgotten that part.It’s just about a story you’re looking for.That’s it
Now, remember, the story itself comes through this QIA framework.
Without any further delay, let’s get into examples
Let us consider a Social media educational company and they want to redesign their membership site. The site was mobile responsive and is a WordPress site. Even though it was mobile responsive, it could do better as a mobile responsive, now should the company dedicated the resources, to increase members experience more on mobile. Since most of them, consumers complain about the mobile experience.
So we have our question here, Should we increase the mobile-friendliness in the membership site?
You were asked the question, and you are equipped right?, get to the numbers and give them the Action points, yes but you need to dig into the analytics report, How many are the visitors? what devices are used? and this is the information we need in order to get the answer on should the page be mobile friendlier.
Now, great we have the information but wait there should be a sizeable user range to take the action, I mean a mobile friendlier site should have enough demand, so the company initially kept cap, saying we the users are more than 20% only then the site will be redesigned to a more mobile-friendly site. Else its resources will not be assigned.
So, you can see Desktop users are 89% and the remaining others 11%, so the action is not to take any action, I mean not to assign any resource in making the mobile friendlier.
This also does not mean that trend does not change, you need to get back after few months and check the same and if there are any changes update the stakeholders.
We will give taken an example from the Google Demo store, which you can too play around with.
So think we are present hypothetically in the Google stores marketing team, Now we are planning to build more affiliate channels means to increase affiliate partners.
Following this QIA framework, we have the question here and Information is in the GA-Google Analytics Demo Account.
Now we have the numbers visible here, so Partner/Affiliate is 0.32% conversion, where as Google CPC is like 2X of the Partner Affiliate and Google referral is more than 15x of Partner Affiliate.
Also, When we see the transaction details its only 4 transactions for the past 6 months of data, Google CPC is 43, Google referral is only 1,
Direct traffic has more traffic, optimal conversions, and highest transactions, apparently, this channel has the highest revenue Generation.
Now since the traffic has users at 816 for 6 months, so weighing in at this moment it is not suggestible to build the partner affiliate channels.
Let's get deeper, lets see the engagement goals of this source
What is that we can conclude now if we decide we engage and give value to visitors. But there are much better sources which are converting well.
So definitely, it's not a good idea for now to ad your energy there by adding partners for affiliate channel, (just outside this current data — but this does not mean you cannot put efforts here, with more strategic efforts it can give results.
So, hope these 2 examples gave you an idea of how to do analysis in GA Reports.
So based on what you find in Google Analytics you have to come up with that question, the information you’re going to need to make those answers happen, finally think about the actions.
One good way is to search through google for identifying questions you might face and try to use the QIA framework, Make up that scenario, then dive into your Google Analytics and find that story. And once we’ve got that done, we are ready to move on.
Thanks to Mercer again.
21 Tips to Improve Your GA Analysis https://online-metrics.com/21-tips-to-more-effectively-analyze-google-analytics-data/
Google Analytics Reporting vs Analysis https://www.orbitmedia.com/blog/google-analytics-reporting-analysis/
5 Questions to Ask When Approaching Your Data https://conversionxl.com/blog/digital-analytics-questions/
Next week we will understand GA4 the new release