The first data that we want to look at is the audience.
This is great for figuring out who your target audiences who is actually coming to your Web site you
might have an idea for who you're creating content for.
But when you look at your data it might be something different or it might confirm your expectations.
So at the beginning of the digital marketing masterclass we created our target audience.
This was just who we think our Web site and our products and services are for now we can actually analyze
that data.
So under audience you have this basic overview which is basically just really briefly how many people
are coming to your Web site.
The language they speak.
This in itself is not that helpful but when we dive into some of these other categories for example
let's go to the overview of the demographics where you can see that for videos online.
Most people are between 18 and 34 years old.
Most people are male.
This means one that we should cater our content to this type of audience.
And or if you want to increase the amount of people who are older or maybe if we want more females interested
in our Web site we need to change the way that we are creating our content change the voice change the
personality not that one way is right or wrong.
It kind of depends on what your goals are but you definitely don't want to be disturbing the female
audience or the audience that's for example over 45 years old.
If you want to actually serve that audience and for example I know with my classes that a lot of 18
to 24 year olds don't have a lot of disposable income where they're willing to pay for an online course
for example.
And so perhaps I do need to cater more towards the older audience and figure that out.
If you go down under age we can see this difficulty.
The categories I mean see how often they're watching how often they're the new user.
Which one is has the higher bounce rate.
How many pages people are viewing per session what the average session looks like.
You know for the older audience they're spending more time for their young audience 18 to 24 they're
37 seconds average duration.
That doesn't surprise me because the younger generations like to click around from place to place.
You can do the same thing for gender and see if there's a difference there.
This next tab under interest is very important to look at.
This gives you those categories that Google kind of comes up with.
And this can help you figure out who you're going to advertise to earlier in this digital marketing
masterclass.
We learned about creating YouTube ads and this was these were some of the categories that you're given
you're not able to search for people who specifically like Adobe Premiere Pro and send people those
ads.
But what we can find is that a lot of people that visit our site are that shutterbug category or movie
lover category or the shoppers and value shoppers category.
So this is the category or the type of people that we would target with our youtube ads or for with
our Google ads in the future under geography we can see the countries that are most represented.
Scroll down and you can see for me obviously mostly English speaking countries are at the top.
But then you can also see that countries like Germany the Netherlands these are well-represented.
They have a lot of people that speak English as well as their own language.
So that's why they might be visiting our site more.
But this is again if for some reason you're getting a lot of Spanish speakers from Spain or from Mexico
or from other countries you might need to create more content to cater to those audiences.
For example I have a big audience from India and that's partly because there's just so many people in
India and they are often looking for ways to learn new skills.
That's what I found for my courses and for my Torrijos.
And so speaking out directly to this audience is important.
For example in an article we can speak out say hey welcome people from India from the United Kingdom
because that will connect them better with you as a person and a brand.
And it's kind of cool just up here in the Mabee you can see how many people visit your site from these
specific countries.
For this past month you can change that up there.
All of this is to build a better profile for our customer and our technology.
You can see the browsers that these individual cells are using.
It's really crazy how much you can see and so over view of the mobile devices versus desktop versus
tablet just diving deeper into all these analytics so use under audience all of these different categories
to build a better profile for who your audience is.
And this can affect your voice your branding how you want to change in the future or it can affirm your
thoughts and your goals that way.
The next video we're going to look at this acquisition tab which is important for figuring out where
people are coming from and how you can benefit even more from those channels.