Sebastian Perrier

General Information

• GA tracks data from 3rd party cookies
• GA tracks data through a JavaScript code
• You can benchmark your data only if you choose to share yours
• Levels: 1 Acc (profile a / profile b) 2 Acc (profile a / profile b)
• Two metrics graph can show you correlation between variables
• To check that you have placed the tracking code either go to GA and search if all content appears on the reports or go to your site and view its source code using the internet browser.

1. VISITORS

• VISITOR: uniquely identified person.
• ABSOLUTE UNIQUE Visitor Report: if a visitor came 5 times, you will count him as only one visitor.
• NEW vs RETURNING Visitor Report (to compare acquisition vs retention).
• VISITS: every session in which the person is in your site, i.e. 30min.
• PAGEVIEW: every time a page is viewed during a visit by the visitor.
• UNIQUE PAGEVIEW: pageview during one visit (i.e. if during a vistit your visitor views the home two times, it is 2 pagesviews but only 1 unique pageview); only appears in the CONTENT Report.
• Important to see how many unique visitors you have and compare to last period.
• Important to see how well you’re how you’re acquiring and retaining visitors.
• Interesting to see the Loyalty reports and length of visits.

2. TRAFFIC SOURCES

• DIRECT TRAFFIC: they typed your url or have it in favorites.
• REFERRING SITES: came through another URL (i.e. LinkedIn).
• SEARCH ENGINES: through keywords in organic searches or paid search ads.
• Important to understand the quality of the traffic sent by each source; this is seen through the BOUNCE RATE; click on link “All Traffic Sources” (in this report note that direct traffic always comes with /none).
• Note that Bounce Rate for blogs may not be relevant because people search, read the specific post with the information they needed and then leave, that has 100% bounce rate but accomplished the goal though.
• The same analysis can be done to the “Keywords” Report, to see if those keywords met readers interests. For Keyword, it is very interesting to see what was the landing page for that keyword. To do so, click on the keyword and then select the ‘dimension’ Landing Page from the drop down menu.
• These analyzes can be done in more details if you also have GOALS and eCommerce set-up in your system. For these cases it is important to know more about “Campaign Attribution”.

3. CONTENT REPORT

• Top Content (list each page) / Content by Title (by title tag) / Content Drilldown (by directory) -> all show the same information organized in a different way.
• A high bounce rate indicates a landing page that should be redesigned or tailored to the specific ad which links to it. A high Time on Page may indicate content that is particularly interesting to visitors. The significance of Exits varies according to each page. For example, it may be common for visitors to exit your site from a receipt or “thank you” page because they have completed a conversion activity.
• Remember to put in Profile Setting your default page as your home page to avoid showing only “/”.
• The next report on the list is “Landing Pages”, meaning the pages where people land after a keyword.
• NAVIGATION SUMMARY (see link on Content Overview Report). Note that if previews, current and next page seen are all the same, it is because the visitor clicked on the refresh button or there were images in that page that he was viewing.
• ENTRANCE PATH: is also a powerful tool because can show you if the page you want to analyze has driven you to the result it was design to (i.e. if from Home people actually went to see My Profile).
• See also ENTRANCE SOURCES and ENTRANCE KEYWORDS reports.

- the most difficult thing to learn is the MESSAGE
- find a community of users, understand their attributes, and teach & learn; listen to them!
- grow your community
- analyze data

Simplicity

We must create ideas that are both simple and profund. A one-sentence statement so profound that an individual could spend a lifetime learning to follow it.

Unexpectedness

We must generate interest and curiosity. We can engage people’s curiosity over a long period of time by systematically “opening gaps” in their knowledge and then filling those gapas.

Concreteness

Naturally sticky ideas are full of concrete images. Speaking concretely is the only way to ensure that our idea will mean the same things to eceryone in our audience.

Credibility

Sticky ideas have to carry their own credivility. We need ways to help people test our ideas for themselves.

Emotions

We make them feel something. People are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel something for people, not for abstractions.

Stories

Mentally reharsing a situation helps us perform better when we encounter that situation in the physical envirionment. Hearing stories acts as a kind of mental flight simulatior, preparing us to respond more quickly and effectively.

Understand the diffusion of innovation process which explains how a new product spreads throughout a market over time. Because not all people will be ready to adapt an innovation when it is launched.

STAGES

1. Innovators (2.5%): willing to take the risk and try the product, risk seekers.
2. Early adopters (13.5%): follow the innovators and can be seen as opinion leaders.
3. Early majority (34%): causious, sceptical, need endorsement of people they trust.
4. Late majority (34%): will only buy the product once it is fully accepted by the rest of the segments.
5. Laggards (16%): totally risk-averse.

8-Stage Process for New Product Development (NPD)

1. Have in place an overall NPD Strategy: what’s your goal? priorities? resources?
2. Idea Generation: does not have to be something new to the world; sources of ideas can be: brainstorming, customers, competitors, salespeople, distributors, etc).
3. Screening: create criteria to evaluate their commercial worth.
4. Concept testing: allow the view of target customers into an early stage.
5. Business analysis: develop formal business plan and financial projections: sales, costs, profits and NPV (discounted at WACC), etc.
6. Product development: develop prototype and physical product to test its attributes, actual cost, durability, suppliers, etc.
7. Market Testing: test the new product in the market, see if marketing mix is effective in acquiring customers, make adjudgements.
8. Commercialization: formal launch of new product to mass-market.

1. Must match customer’s needs
2. Must match corporate resources
3. Must be consistent (e.g. price reinforces product quality and location of stores)
4. Should beat competitors -> highest benefits to consumers or lower costs than competitors (see B-C framework); i.e. the marketing mix should provide a competitive advantages.

Customer satisfaction <=> perceived performance = buyer’s expectations

*(acquiring a customer is 8 times more expensive than retaining him)

Three characteristics to comply to achieve customer satisfaction:

1. Must be or satisfiers: characteristics that are taken for granted
2. More is better: make positive impact (but can also have a negative impact, be careful)
3. Delighters: unexpected characteristics that delight the customer, although if they are not there they do not affect customer’s satisfaction.