WEBVTT 00:01.410 --> 00:05.460 The first data that we want to look at is the audience. 00:05.580 --> 00:12.000 This is great for figuring out who your target audiences who is actually coming to your Web site you 00:12.000 --> 00:15.060 might have an idea for who you're creating content for. 00:15.080 --> 00:22.260 But when you look at your data it might be something different or it might confirm your expectations. 00:22.260 --> 00:27.220 So at the beginning of the digital marketing masterclass we created our target audience. 00:27.360 --> 00:33.930 This was just who we think our Web site and our products and services are for now we can actually analyze 00:33.930 --> 00:35.010 that data. 00:35.010 --> 00:41.730 So under audience you have this basic overview which is basically just really briefly how many people 00:41.730 --> 00:43.210 are coming to your Web site. 00:43.320 --> 00:44.970 The language they speak. 00:44.970 --> 00:50.670 This in itself is not that helpful but when we dive into some of these other categories for example 00:50.670 --> 00:56.190 let's go to the overview of the demographics where you can see that for videos online. 00:56.190 --> 01:00.220 Most people are between 18 and 34 years old. 01:00.240 --> 01:02.160 Most people are male. 01:02.250 --> 01:08.100 This means one that we should cater our content to this type of audience. 01:08.460 --> 01:16.020 And or if you want to increase the amount of people who are older or maybe if we want more females interested 01:16.020 --> 01:23.370 in our Web site we need to change the way that we are creating our content change the voice change the 01:23.370 --> 01:28.530 personality not that one way is right or wrong. 01:28.590 --> 01:35.910 It kind of depends on what your goals are but you definitely don't want to be disturbing the female 01:35.910 --> 01:40.270 audience or the audience that's for example over 45 years old. 01:40.470 --> 01:46.440 If you want to actually serve that audience and for example I know with my classes that a lot of 18 01:46.440 --> 01:52.440 to 24 year olds don't have a lot of disposable income where they're willing to pay for an online course 01:52.440 --> 01:53.490 for example. 01:53.550 --> 01:58.870 And so perhaps I do need to cater more towards the older audience and figure that out. 01:59.100 --> 02:03.480 If you go down under age we can see this difficulty. 02:03.510 --> 02:10.650 The categories I mean see how often they're watching how often they're the new user. 02:10.770 --> 02:13.440 Which one is has the higher bounce rate. 02:13.500 --> 02:19.940 How many pages people are viewing per session what the average session looks like. 02:19.940 --> 02:25.870 You know for the older audience they're spending more time for their young audience 18 to 24 they're 02:25.890 --> 02:29.010 37 seconds average duration. 02:29.010 --> 02:34.140 That doesn't surprise me because the younger generations like to click around from place to place. 02:34.140 --> 02:38.220 You can do the same thing for gender and see if there's a difference there. 02:38.880 --> 02:42.770 This next tab under interest is very important to look at. 02:42.910 --> 02:47.490 This gives you those categories that Google kind of comes up with. 02:47.740 --> 02:53.740 And this can help you figure out who you're going to advertise to earlier in this digital marketing 02:53.740 --> 02:54.460 masterclass. 02:54.460 --> 03:01.990 We learned about creating YouTube ads and this was these were some of the categories that you're given 03:01.990 --> 03:08.230 you're not able to search for people who specifically like Adobe Premiere Pro and send people those 03:08.230 --> 03:09.040 ads. 03:09.040 --> 03:15.940 But what we can find is that a lot of people that visit our site are that shutterbug category or movie 03:15.940 --> 03:20.490 lover category or the shoppers and value shoppers category. 03:20.500 --> 03:26.290 So this is the category or the type of people that we would target with our youtube ads or for with 03:26.290 --> 03:32.600 our Google ads in the future under geography we can see the countries that are most represented. 03:32.650 --> 03:38.740 Scroll down and you can see for me obviously mostly English speaking countries are at the top. 03:38.920 --> 03:43.890 But then you can also see that countries like Germany the Netherlands these are well-represented. 03:43.900 --> 03:49.210 They have a lot of people that speak English as well as their own language. 03:49.240 --> 03:52.550 So that's why they might be visiting our site more. 03:52.720 --> 03:59.500 But this is again if for some reason you're getting a lot of Spanish speakers from Spain or from Mexico 03:59.500 --> 04:04.410 or from other countries you might need to create more content to cater to those audiences. 04:04.420 --> 04:09.640 For example I have a big audience from India and that's partly because there's just so many people in 04:09.640 --> 04:15.030 India and they are often looking for ways to learn new skills. 04:15.040 --> 04:18.110 That's what I found for my courses and for my Torrijos. 04:18.310 --> 04:22.770 And so speaking out directly to this audience is important. 04:22.930 --> 04:29.590 For example in an article we can speak out say hey welcome people from India from the United Kingdom 04:29.800 --> 04:33.900 because that will connect them better with you as a person and a brand. 04:34.300 --> 04:40.360 And it's kind of cool just up here in the Mabee you can see how many people visit your site from these 04:40.360 --> 04:42.260 specific countries. 04:42.370 --> 04:46.490 For this past month you can change that up there. 04:46.750 --> 04:51.930 All of this is to build a better profile for our customer and our technology. 04:51.930 --> 04:56.260 You can see the browsers that these individual cells are using. 04:56.260 --> 05:03.700 It's really crazy how much you can see and so over view of the mobile devices versus desktop versus 05:04.300 --> 05:11.410 tablet just diving deeper into all these analytics so use under audience all of these different categories 05:11.410 --> 05:14.610 to build a better profile for who your audience is. 05:14.770 --> 05:21.700 And this can affect your voice your branding how you want to change in the future or it can affirm your 05:21.700 --> 05:23.820 thoughts and your goals that way. 05:24.680 --> 05:30.780 The next video we're going to look at this acquisition tab which is important for figuring out where 05:30.780 --> 05:35.040 people are coming from and how you can benefit even more from those channels.