On The Record Online

Google Analytics can give you real business insight into the effectiveness of marketing efforts, if you know what you’re looking for.  Welcome to our podcast series on Google Analytics with Justin Cutroni (@JustinCutroni).  

In part one of our two part series, Justin talks about his favorite reports for measuring business outcomes (All Traffic Sources, AdWords Campaigns and Funnel Visualization reports), digging deeper with Advanced Segmentation, drawing strategic and tactical business insights from web analytics, using page views per visit, session length and return visits to measure the effectiveness on content marketing campaigns that are designed to inform rather than convert and the new Frequency & Recency and Engagement reports under the “Behavior” tab in Google Analytics v5.

Justin Cutroni is Director of Digital intelligence at Cardinal Path, an online marketing and analytics firm based in Phoenix. Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data. That’s the direction he says web analytics is moving.

Justin has written two books on web analytics:
  • Google Analytics published by O’Rielly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.
  • Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.
  • And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.

Part Two of our series on Google Analytics with Justin Cutroni is now available too. Subscribe now and don’t miss it.

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About the Podcaster:
Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs.  He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies.  Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

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