Web Analytics

by michaelin Analytics, Analytics, Marketingon Posted on

Analytics Experiences

All Website/Channel/Offline Analytics Audit

  1. Tracking Code Verification: Checking the correct installation of tracking codes (such as Google Analytics) on all pages of the website.

  2. Data Collection: Verifying the accuracy and completeness of the data being collected from the website.

  3. Data Accuracy: Ensuring that the data being collected is accurate and reflects the actual behavior of website visitors.

  4. Data Analysis: Examining the website data to identify trends, patterns, and insights into the user behavior and experience.

  5. Goal and Conversion Tracking: Checking the proper configuration of website goals and conversion tracking, and ensuring that the data being collected is accurate.

  6. Customization and Segmentation: Evaluating the use of custom dimensions and segments in the website analytics to better understand the user behavior and experience.

  7. Reporting: Reviewing the existing reports and dashboards to ensure that they provide meaningful insights and actionable recommendations.

  8. Recommendations: Providing recommendations for improvements in data collection, analysis, and reporting to enhance the website analytics.

  9. Keywords/SERPs. Analysis – local SEO audit is in SERPs for the keywords and phrases you are hoping your business will be found for, in order to identify where you stand relative to your competitors and other websites/content.

 
 To Download an example of one of my Analytics Audit Reports – Website Analytics Audit
 

Installation and Set Up – including GA4

  • Advanced Segmentation including creating base, ecommerce and custom Google Analytics code
  • Create and organize Accounts, Custom Dimensions, Custom Metrics, Properties, Reporting views, Reporting-view filters, User management, Custom Reports and Widgets including customized team reports
  • Event and Campaign Tracking
  • Fault reporting with segmentation
  • Conversion rate analysis
  • Create audiences, attribution models for Dynamic Remarketing campaign in Google Ads.
  • Conversion Tracking & Optimization
  • Multi-Channel Funnels Reporting by querying the traffic source paths that lead to a user’s goal conversion.
  • Adwords Campaign Optimization
  • Setting up site search
  • Using content grouping
  • Track user interactions in AMP pages
  • I am certified with Google Analytics and AdWords.  I strongly believe that AdWords without the Analytics is like fridge without a door, it may keep things cold but you are throwing away money.
  • Understand user behavior and intent with Event Tracking
  • Analyze data by channel, audience via Custom Reports
  • Enable Remarketing and Advertising Reporting Features in Analytics
  • Measuring the performance of search engines over time through segmentation

Customization:

  • implementing advanced tags which measure dwell time (How long do visitors stay on a particular page) and scroll percentage (how far down the page do they scroll)
  • Integrated tags to tack social media metrics
  • Created specialized landing page tracking reports
  • Worked with businesses to measure ROI, Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectations
  • Created custom dashboards of the most important KPI’s allowing you to quickly identify problems on your site.
  • I am able to logically translate and disseminate analytical insights in layman’s terms to someone who may not necessary understand KPI, and CTR’s using insightful, easy-to-understand, and highly visual report dashboards
  • Setting up remarketing lists and campaigns
  • I have been responsible for all implementation, monitoring, and Reporting of all Analytics tags (often across several domains and purchase funnels)
  • Advanced Segmentation including creating base, ecommerce, and custom Google Analytics code
  • Create and organize Accounts, Custom Dimensions, Custom Metrics, Properties, Reporting views, -Reporting-view filters, User management, Custom Reports and Widgets including customized team reports
  • Event and Campaign Tracking
  • Create audiences, attribution models for Dynamic Remarketing campaign in Google Ads
  • Conversion Tracking & Optimization
  • Multi-Channel Funnels reporting by querying the traffic source paths that lead to a user’s goal conversion

Clients

  • Fuller.com (Shopify) (Senior Analytics and GTM and Optimization Specialist)
  • Birchbabe.com (Shopify) (Senior Analytics and GTM and Optimization Specialist)
  • Spiritspashop.com (Shopify) (Senior Analytics and GTM and Optimization Specialist)
  • Bettenhauscanada.com Shopify) (Senior Analytics and GTM and Optimization Specialist)
  • Elefootprints.com (Shopify) (Senior Analytics and GTM and Optimization Specialist)
  • Yourmentalwealthadvisors.com (headless CMS) (Senior Analytics and GTM and Optimization Specialist)
  • Disney (Custom CMS) (SEO and A/B Testing specialist)
  • Universal (Custom CMS) (Senior Analytics and GTM and Optimization Specialist)
  • Nissan (Magento) (Senior Analytics and GTM and Optimization Specialist)
  • KPMG (Magento) (Senior Analytics and GTM and Optimization Specialist)
  • Kitchenaid.com (GTM and Optimization Specialist)
  • Pepsi (Custom CMS) (Senior Analytics and GTM and Optimization Specialist)
  • Gatorade (Custom CMS) (Web Developer)
  • Participaction.com (Custom CMS) (Senior Analytics and GTM implementation specialist)

ZulualphaKilo (Agency)

  • Work as part of technical engineering team for analytic framework implementations (Adobe Analytics, Adobe Target, Adobe DTM)
  • Design and develop technical tagging requirements for all campaigns for web, mobile and app platforms
  • Develop and perform code modifications, testing and deployment when appropriate
  • Enhance requirements for digital data layers within Client Tag Management solution (Google tag Manger, Adobe Dynamic Tag Manager)
  • Write custom scripting, JavaScript, jquery, PHP or other coding languages in web environments and tag management tools to accommodate custom tracking requirements
  • Ensures that code is implemented in order to track across various digital properties including cross domain tracking
  • Create and document data standards and processes as appropriate
  • Assist in the diagnosis of web analytic and client side issues as they arise in the tagging of web, mobile pages and native apps
  • Create advanced Analytics Views for each department and business unit
  • Create Analytics Dashboards (Top level Website stats)(Demographics & technology)(Site Section Dashboards)(acquisition & Conversion)
  • Create Data Layers for Call to Action Driver Component, Navigation & footer, Events-engagement i.e. accordion Clicks, Donation Fallout reports
  • Advanced Segmentation
  • Custom Reports, Widgets, and Profiles
  • Event and Campaign Tracking
  • Conversion Tracking & Optimization
  • Adwords Campaign Optimization
  • I am certified with Google Analytics and AdWords.  I strongly believe that AdWords without the Analytics is like fridge without a door, it may keep things cold but you are throwing away money.

 

TBWA Toronto (Agency)

  • Analytics Administrator for TBWA-toronto.com, Visa.ca, Nissan.ca and all TBWA clients.
  • Collaborate with the Analytics team, review website elements and actions that are relevant to desired outcomes on Client Campaigns and create solutions to capture and measure eCommerce KPIs.
  • Create or utilize 3rd party Javascript tracking snippets to be placed on Client websites and Mobile apps for tracking on-site ROI driven by advertising campaigns (e.g. Google Adwords, Bing, Facebook, Demand Side Platforms, DoubleClick Campaign Manager floodlights, etc.)
  • I am certified with Google Analytics and am working on my AdWords certification.  I strongly believe that AdWords without the Analytics is like fridge without a door, it may keep things cold but you are throwing away money.
  • I work with all internal and external stakeholders at TBWA, Visa Canada and Nissan Canada to define business objectives and KPI’s in order to design and define reporting metrics and create dashboards, tailored to the needs of each business department.
  • I (1)Identify all reporting requirements, (2)monitor the reporting implementation and (3)evaluate all post-launch metrics.
  • Set up Conversion Funnels and Goals for all campaigns and new applications before launch. For some of our campaigns these funnels helped us produced a 20% lift in conversion within 2 weeks of making changed based on the Analytics coming in. (French and English).
  • In the case of Visa.ca I created a full website, email, and campaign tracking scheme to improve data collection and campaign optimization across all channels.
  • I work with departments on a weekly bases to measure ROI, check Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectation and implement improvements where needed.
  • I also create and utilize all Analytics tools to measure every aspects of a campaign, including heat maps, Multi-Channel Funnels, Multivariate Testing, link click through analysis and web trends etc.
  • Create custom dashboards of appropriate KPI’s that allowing senior management to quickly identify unsuccessful programs and either eliminate or alter them. These dashboards are also used to aid clients in understanding the needs of their users and tailoring their service to fit these, often changing needs.
  • This includes the creation of Social Media Dashboards, Mobile Dashboards, Campaign Dashboards etc.
  • Analytics Administrator for Visa.ca, Nissan.ca, KPMG
  • I work with all internal and external stakeholders at TBWA, VISA, NISSAN and THEDIGIBLENDER to define business objectives and KPI’s in order to design and develop reporting and dashboards tailored to the needs of our each business departments including identifying reporting requirements, monitoring the reporting implementation, and evaluating post-launch metrics.
  • Set up Conversion Funnels and Goals for all campaigns and new applications before launch. For some of our campaigns these funnels helped us produced a 20% lift in conversion within 2 weeks of making changed to the landing pages (French and English).
  • For all my clients I have integrated social media metrics and landing page tracking.  In the case of Visa.ca they only had an email tracking scheme which I incorporated into a full website, and campaign tracking scheme to improve data collection and campaign optimization.
  • I have also designed and built custom micro-sites and custom landing pages to improve SEO, & campaign conversion rates. (http://visa.ca/visaperks/win-with-visa-debit/index.jsp)
  • I work with clients on a quarterly bases to measure ROI, check Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectation and implement improvements where needed.
  • I also create and utilize all Analytics tools to measure every aspects of a campaign, including heat maps, Multi-Channel Funnels, multivariate testing, link click through analysis and web trends etc.)
  • Created custom dashboards of appropriate KPI’s that allowing senior management to quickly identify unsuccessful programs and either eliminate or alter them. These dashboards are also used to aid clients in understanding the needs of their users and tailoring their service to fit these, often changing needs.
  • This includes the creation of Social Media Dashboards, Mobile Dashboards, Campaign Dashboards etc.
  • Worked with Clients to connect Google Analytics and AdWords.  I strongly believe that AdWords without the Analytics is like fridge without a door, it may keep things cold but you are throwing away money.

TheDigiblender

  • Work with all internal and external stakeholders at TBWA, Visa Canada, Nissan Canada and Thedigiblender clients to define business objectives and KPI’s in order to design and define reporting metrics and creating dashboards, tailored to the needs of each business department.
  • Analytics Administrator for all theDigiblender.ca clients( all 14 clients)
  • (1)Identify all reporting requirements, (2)monitor the reporting implementation and (3)evaluate all post-launch metrics.
    For all my clients I have integrated social media metrics and landing page tracking.
  • Designed and built custom micro-sites and custom landing pages to improve SEO, & campaign conversion rates.
  • Work with clients on a quarterly bases to measure ROI, check Bounce Rate and Exit Pages on keywords to see if the keywords lived up to expectation and implement improvements where needed.
  • Create custom dashboards of appropriate KPI’s that allowing senior management to quickly identify unsuccessful programs and either eliminate or alter them. These dashboards are also used to aid clients in understanding the needs of their users and tailoring their service to fit these, often changing needs.  This includes the creation of Social Media Dashboards, Mobile Dashboards, Campaign Dashboards etc.
  • As difficult as it is sometimes to gain the internal support needed to get analytic ideas and projects implemented I have become well versed in the ability to logically translate and disseminate analytical insights to non-analytical stakeholders constructing custom, insightful, easy-to-understand, and highly visual analytic displays and dashboards.
  • I serve as a web Analytics advocate, striving to improve my skills and capabilities within the web metrics space, as well as pushing knowledge to all the larger teams I have worked with.

Senior Web Analyst (Adobe Optimization and Analytics focused)
Universal Orlando Resort – Orlando, Florida

  • Driving the design, implementation and management of analytics tracking and targeting systems on the Universal Parks and Resorts websites and mobile Apps.  Managed full testing and targeting technology stacks.
  • Collaborated with partners across the organization to understand stakeholder needs, define the vision and drive capabilities that measure and test guest behavior in our digital space.
  • Actively managed the product roadmap, frequently communicating priority and progress with partners and leadership. Ensure the roadmap is tightly integrated with the rest of the Sales and Marketing, Marketing Operations, Business Intelligence, Web and Mobile product development teams through constant collaboration with channel and product peers.
  • Partnered with the Advanced Analytics, Business Intelligence, Personalization, Media, and Digital Guest Transformation departments to design implementations, taxonomy and capabilities to support strategic and tactical execution of Company initiatives.
  • Partnered with Universal Parks Technology to implement appropriate code sets on Websites, Mobile Apps and additional future digital target or capture platforms.
  • Responsible for managing a team of Analysts, Developers and Operational support team to implement and operationalize the various digital tracking and targeting platforms including Adobe (Analytics, Audience Manager, Target, Launch, DTM) and IBM technologies (Marketing Cloud, Mobile Marketing Cloud), as well as, additional technologies as needed by Universal Parks and Resorts.
  • Working as the lead Analytics, Target and Audience Manager implementation specialist I have moved Universal from an outdated implementation to the latest Appmeasurement.js, Marketing Cloud ID Service (for cross device tracking) and away from s_code, Target classic and visitor ID syncing to improve mBox load times, cross device cookie tracking and using Omniture for more accurate reporting.
  • Serve as the primary contact between marketing and the technical development teams to implement, test, monitor and report all Analytics, Target and Audience Manager that often extend across social, web, mobile, online advertising, search and apps.
  • Ensure all testing specifications and implementation requirements are met to accurately measure results in both Adobe Test & Target and Omniture often using advanced segmentation to better understand the conversion results and to get a better understanding of the true measure for statistical confidence .
    I work with other data management, analytic, technology and business groups within the enterprise to ensure that the data needed is actuate, comparing Target and Analytics data to database sales and Revenue data using SKU’s.
  • With a very strong comprehension of A/B testing methodologies and optimization fundamentals, I work with all stakeholders in campaign planning, strategic execution, setting and achieving KPIs and performance reporting. I use advanced web analytics methodologies to track audiences, campaigns, conversion segmentation and performance data.
  • Working with all teams to design optimization plans and strategies to gain insight into visitor behavior and to increase conversion rate.

Web Analytics Advocate

  • Ability to logically translate and disseminate analytical insights to non-analytical stakeholders constructing custom, insightful, easy-to-understand, and highly.
  • visual analytic displays and dashboards.
  • Serve as the web Analytics advocate, striving to improve skills and capabilities within the web metrics space, as well as pushing knowledge to the larger teams.
  • Managed utilization of Web Analytics tools and served as point of contact to marketing, technology, business staff and vendors.
  • Served as the web Analytics advocate, striving to improve skills and capabilities within the web metrics space, as well as pushing knowledge to the larger teams.
  • Set up funnels and goals plus advised and defined achieving these goals through weekly and monthly reports for all business groups, departments and management.
  • Site traffic baseline monitoring and reporting.
  • Bounce Rate and Exit Page analysis.
  • In-site search analysis and reported to the Development team and upper management about SEO and website improvements to increase website traffic.
  • Contributed in web marketing through SEO techniques, keyword analysis and managing campaign using Google AdWords. Analyzing campaign traffic statistics and reports.
  • As a financial company it was important that I logically translated and disseminated analytical insights to non-analytical stakeholders.
  • Created holistic dashboards that drove effective business decision-making.
  • Provided insights and recommendations to increase site conversion and drive site improvements.
  • Managed ad hoc reporting requests.
  • Provided support for the business development team in presentations, proposal development and effort estimates
  • Conducted reviews and analysis of current web Analytics implementations and performed an audit of data quality, reporting and usage of analytical data.
  • Create dashboards based on KPI’s
  • Worked with technical and business teams to implement campaigning tracking for commerce section of the websites.
  • Conducted ad-hoc traffic analysis within multiple key area of sites and provide ROI guidelines.
  • Defined business requirements, business objectives and key data metrics.
  • Provided training and reference documentation (White Papers, Visual Diagrams, PowerPoint)

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